Using Architectural Visualisation to Boost Sales
Trying to describe an object using words is a notoriously slippery process. Which is why certain industries rely on visual representation to market their products. Estate Agents and architects have a particular problem; they regularly sell products that don’t yet exist. For decades, the ‘Artist Impression’ provided critical marketing images. Now, architectural visualisation offers a detailed photorealistic image in its place.
What is Architectural Visualisation?
Also known as architectural CGI or 3D rendering, architectural visualisation uses graphic rendering processes to create realistic 3D images from 2D plans. These techniques are able to provide customers with ‘immersive’ CGI walk throughs of properties, as well as offering images that place properties in their ‘natural’ landscape. Geographic detail, people and weather features all help to give the impression of reality.
Our Recent Examples
Fordham Cambridgshire, front view of 1 property & 1 aerial view of whole site
Fordham Cambridgshire for another client, 2 semi detached houses
When You’re Selling Ideas, Transformation, Innovation…
… you need to make the invisible, visible. Most people find it difficult turning plans or maps into a fully formed reality in their heads, which is why CGI is so helpful as a sales tool. Imagefix has found that it’s not only Estate Agents that can utilise the pre-selling benefits of architectural visualisation. If you’ve got a new device in development, or you’re selling a specialist process, or even if you want to show a client how their home could be transformed – often visual evidence is what drives engagement.
Architectural Visualisation as a Sales Tool
Here’s 4 ways in which architectural visualisation can help to increase sales:
1. Visualising Interiors. This has amazing potential for interior designers, estate agent, decorators, wedding planners and furniture companies. The technology allows you to try out different ideas, and make decisions in real time. This adds another dimension to the sales process. We recently created this ‘architectural fly through’ for a client.
2. Animating Processes. Trying to sell ‘a process’ has to be one of the hardest sales tasks. Placing that process into the context of the industry, or workplace is a great way to help make sense of it for the customer. We recently created a CGI animation for a client who needed to show how a fuel management system works.
3. CGI Exteriors. These are 3D photorealistic images created from detailed architectural plans. The rendering stage allows us to add details like brickwork, the effect of light on windows, and the direction at which the sun hits the building. We’re also able to add in cars, geographic details, people and planting. We recently created this CGI rendering from plans provided.
4. Transformation Images. When you’re selling an idea, it’s great to have ‘before and after’ images to add into the mix – except when the ‘after’ doesn’t yet exist. We are able to show transformation in action by creating the imagery you need to make your case. We created a 3D rendering of these completed Flitwick apartments in Bedfordshire, whilst the build was in its early stages. This 3D rendering technique can be used for geographical locations, car repairs, housing planning, infrastructure planning.
How to Achieve the Best Results With Architectural Visualisation
We have created many architectural visualisations with only a floor plan and elevation to work from. Our most successful imagery though, the ones that capture the imagination of buyers, are those that offer a richly detailed texture for perusal. The human eye processes data fantastically fast; the more detailed the image, the more satisfying the experience.
For a rich and visually satisfying architectural visualisation, we would recommend providing:
- Authentic Colour. Colour lifts and distinguishes the objects we look at. 3D renderings which offer the authentic brickwork colour, and RAL colours for cladding, guttering, windows or doors give viewers a specific reality to work with, rather than a general impression.
- Google Map Co-ordinates. This information allows us to bring to life the environment surrounding your featured property. We can include features such as a park, a railway, clumps of trees or open fields.
- Photographic Detail. Images of the building in progress – where possible – give us a sense of the landscape surrounding the property, the proximity of other buildings, and the size of the driveway, for example.
- Property Orientation. Buyers are concerned whether their house is west, or south facing because it affects the quality of light they’ll experience. If we know the orientation, we can reproduce the light at a specific time of day.
Imagefix Can Help With Your Marketing
Once you have beautiful imagery in place of plans and diagrams, Imagefix can help you maximise their marketing impact. Need stunning visuals for a sales presentation? Or a high quality brochure to hand to customers on an open day? From flyers to websites to sales boards and signage, we can ensure that the property, design or process you want to sell reaches the customers you want to sell to.
Working With Imagefix
We work with a number of property developers and estate agents who find architectural visualisation invaluable to their sales process. Increasingly, though, 3D rendering is also being used by entrepreneurs, engineers and planners. Conversation is key to all the work we do at Imagefix, but it’s particularly important for this kind of work. We guarantee a personalised service, from start to finish, and a high quality CGI product to boost your sales.
Are you using Architectural Visualisation to boost sales? Imagefix looks at the range of applications this innovative tech provides. Call us on 01525 715608