If you are like most home builders, then a top priority for you would be to present your products such as a home, community or condominium in the best possible light. It only makes sense for you to develop these types of assets to attract more of your target audience. Here’s where renderings come into play.
Renderings are beneficial to homebuilder marketing because we, as humans, are visual by nature. In fact, human brains process images 60,000 times faster than text and 90% of that transmitted information is visual. Another startling statistic is that over 90% of buyers are looking at homes online before they visit the property.
This can be your opportunity to catch the eye of your target audience. In addition, it helps lead them down the marketing funnel with the goal of gaining a lead. The best types of renderings are those where you sit back and question if the image is actually real or not, more often than not that question remains a mystery with a high-quality rendering.
The definition of rendering is the process involved in the generation of an image from a model by means of application programs. In other words, rendering means someone created an online picture-perfect CGI version of one of your products. Renderings come in two forms: 2 dimensional (2D) and 3 dimensional (3D) and they are a huge advantage to your home building business.
2D renderings are straight views of the front, side or rear elevation of a property. For instance, 2D does not show depth rather it is a more flattened, unrealistic version compared to 3D. 3D renderings are a more realistic view of the property. 3D can account for multiple sides of a home or multi-family residence with depth and shadows.
Both types of renderings can be in any environment you desire. For example, if you build homes in the heart of a busy city, expert artists can design your rendering to fit your environment by incorporating skyscraper buildings in the background, sidewalks leading up to your product, and all other kinds of city-like features. This can apply to any environment or time as well.
Not only are 3D renderings beneficial to add to your home building website to present your products in the best possible manner, but they can also be used as a tool in the home design process. For example, renderings give you the option of adjusting the length of windows, different materials for flooring and roofing, the thickness of walls, and practically any other feature of your product.
You can show your clients multiple versions of one of your products so they can help you finalize the design to best fit their needs. In fact, any changes done in the 3D visual presentation can take place in real time. So, if your client wants something specific added during their design phase, you can make it happen for them instantly.
That is truly beneficial to your clients and your company as it saves a great deal of time and enhances your client’s experience.
Did you know approximately 91% of buyers are looking for more visual and interactive content? Renderings could be the ideal avenue to take to present your products in a more interactive manner. They can help your customers picture their future home’s exterior, interior, or floor plan. Which eliminates all the guesswork in the viewing process.
You can even take advantage of 3D renderings interactive components by presenting them on social media, printed materials such as brochures, ads, and magazines, and many other online networks besides just your home building website. Once you have your renderings developed, you should consider publishing them everywhere you can to extend your reach.
This example illustration is set in a suburb neighborhood with a forest background during mid-day. Notice the shadows from the trees and from the roof against the exterior of the home. Also, take note on the finite angled details on the roof, how realistic the car looks and the sky’s reflection on the windows. All these attentions to detail make the artwork that much more realistic.
Renderings can also be inside the home, presenting the best views to your potential buyers. Interior renderings also help the consumer picture themselves in the room. As well as giving your business a better chance of making a sale and gaining a lead or at the very least, a visit to the property to see it in person.
The more advanced professional marketing agencies can even insert actual people into their renderings for an even more realistic image. Talk about picturing clients in one of your homes. Note the detailed fabrics, lighting, and textures.
Renderings can even be made as a birds-eye view of your model’s floorplan. Look at this example of a floorplan rendering you could incorporate in your marketing efforts or website.
All three of these examples are excellent image assets you can create to strengthen your marketing efforts. After all, renderings provide an interactive, visual way to represent your home building products.
You should consider adding renderings to your marketing strategy because they are appealing to the human eye, can help design your properties, and they can be used to strengthen the relationship you have with your clients through their interactive benefits.
About Terry Zelen
Creative Director | Consultant | Author | President of Zelen Communications
Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.
He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.
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