Already in its early stages, the development process involves many experts such as architects, 3D studios, constructors and sales-marketing agencies. Recognizing the needs and problems of both the subcontractors and developers makes their collaboration smoother and more effective. That’s why we’re so eager to meet with all the stakeholders included in the development process.
At the beginning of June, we had the chance to meet with architects and 3D artists in Venice. The Im-Arch conference enabled us to confront our ideas and solutions dedicated for architects, 3D studios and interior designers. Here are our 3 key premises that we highlighted at the conference.
FOCUS ON CLIENTS GOALS AT EACH STAGE
When we start working with a client, our main focus is on meeting the client’s sales goals. At every stage of our collaboration, we remember what our client wants, and we help them implement our solutions. Otherwise, even the best project won’t become a success.
We can tell from experience that when you and your client become a team, your project has much bigger chances of succeeding. Our collaboration with Onex & Related from New York is a good example. It started as a simple job of making 360° visualisations of the smallest condos in Related’s new development. Now, we’re responsible for providing them with virtual walkthroughs of all their units. However, it’s only a result of our great and smooth collaboration that enabled us to reach foreign clients and sell over 75% of the off-plan units during the running of our campaign.
However, visual technologies aren’t only for the big, international developments. One of our Polish developers, Domar Development, wanted a memorable marketing campaign for their new investment. We needed to create an affordable solution for low-priced, low-margined product that will complete pre-sales and sales. However, we wanted to do it without using traditional marketing. That’s why we turned to VR and used it as both marketing and sales tool. It was used not only during the real estate trade fairs and events but also in Domar’s sales office. Thanks to that we sold the first stage of the investment in 8 days, and we realized the full investment sales in only 6 months. Visual technologies enabled us to get a 61% higher online lead conversion rate, reduce marketing spending by 74% and obtain a 20 times higher ROI.
USE TOOLS DESIGNED FOR SALES
What can be the best way to meet the client’s sales goal? The answer is right there.
We need to use the tools that the developer will implement in their sales process. But how? Everyone knows that the presentation and design tools are entirely different from sales tools. Especially now, when more and more real estate companies become interested in visual technologies such as VR, AR or MR.
In our collaboration with Skanska, we found the best solution to communicate values and innovativeness that would also become the addition to Skanska’s sales process. The Augmented Reality was our choice, and we developed the AR app with immersive content for new investments. After successful development of this sales presentation supplement, we supported the PR activities and implementation of the AR sales app into Skanska’s processes.
If you can merge the presentation and sales tools, then you can combine design and sales tools as well. However, when we need to spend hours working on a project, how these visual technologies can work for us? No one will ever spend even an hour in a VR experience. Though, when you make it a 5 to 10 minutes experience, you’ll get much more than you can get from a brief email.
WORK AS A TEAM
Even the best content won’t do the job for a developer and won’t secure them success. That’s why developers, architects, 3d studios, marketing and sales teams need to stick together and work closely with each other. We play for one team, and our goal is to come up with a shared vision. It’s vital for the success of the development.
To make that collaboration possible, we launched a new tool to create sales content and collateral already at the early stage of developing the investment’s concept. It means that architects become the co-creators of not only the development but also all the materials that will be used later on in the process.
We already experience it with one of our clients from Norway. The project is only at the approval stage, but the developer is sure of obtaining the permissions from city officials, investors and other stakeholders just because an architect worked on the same tools that the sales representatives will operate on in the process.
With our solution, our client’s collaboration with his marketing and sales team and an architect goes smoothly. The main cause? They can swap comments, exchange ideas, propose changes within the visualisation without making the project unreadable.