Insights Into The Groundbreaking Emerging Technology Changing Property Marketing

The ability to instil confidence in a potential property buyer is paramount in closing a sale. Printed floor plans and images can only go so far in convincing a buyer they are receiving the quality product they desire and envisage.

The inherit drawback of off-the-plan sales is the unknown result of what your purchase will amount to once built. Will the rooms be as big as hoped? Is the colour scheme to your taste? Are you comfortable living in a development this size?The emergence of virtual reality headsets and interactive iPad apps is the edge developers have been seeking. These new technologies give confidence to buyers and do so in a cost-effective, practical, and successful manner.

One such company delivering such tools is Scharp, a property marketing and 3D visualisation studio. With offices in Melbourne and Sydney, Scharp have been at the forefront of the industry since 1999.

In recent years, Scharp has noticed a surge in uptake of these tools by leading developers eager to stay ahead of the curve. In display suites today, the use of iPad apps, interactive touch screen displays and virtual reality headsets is on the rise. They are increasingly the go-to solution for attracting potential buyers.

Scharp Showreel 2017 from

Scharp Creative Studio on

Vimeo.

 So how do these technologies work? Why are they so effective and why should you consider using them over traditional tools?A custom built, project specific app on an iPad can be an immersive, feature rich experience. An intuitive way to present traditional information with all the benefits of digital technology. Apps are interactive, meaning a floor plan no longer is a flat graphic on paper. The user can zoom in and select an apartment. They can view additional details and browse associated media specific to that apartment.

Want to see the actual view from a specific apartment? The app allows the user to access aerial drone photography to achieve this. Not satisfied with the colour scheme in the 3D renders? Change it in the app. These are just some of the features which can be packed into a property marketing app.
Virtual Reality
Virtual reality headsets offer the buyer the next best thing to standing in a fully constructed display home. An effective way to give them an accurate and immersive representation of their future property purchase.

The experience provided cannot be oversold. The power to move through the entire apartment not only gives the buyer a feeling for size, but also for build quality. And most importantly it delivers a tangible feeling for the product they wish to buy.

Colour schemes, fixtures and even time of day can be changed at the touch of a button, or a flick of the eyes. Buyers can move between different apartment configurations, alleviating concerns over size or layout. Virtual Reality gives them the confidence to progress with a purchase.

Results
TOGA Group recently deployed Scharp's tools to sell The Hunter, a rare collection of 13 residences in Double Bay. Marketed exclusively to TOGA’s existing clientele The Hunter sold out within a fortnight of its pre-sale campaign.

Central to this success was an iPad app with interactive floor plans and in-built sales management system. Buyers could browse movies, colour scheme selectors, CGI images and fly-through animations. VR headsets helped them appreciate the generously sized apartments and admire up close the quality finishes on offer.
Benefits
The benefits for a sales agent of using an app over a traditional sales book are immense. The portability of an iPad means travel between offices, display suites and internationally is done with easeAmendments to architecture or floor plans no longer means a complete re-print of collateral. The app developer can update the content and then make it available to sales reps.

In the case of The Hunter, sales agents relied heavily on the app to showcase the property. Four out of every five buyer interactions utilised this method over the traditional printed A3 sales book. The app captured registration and sales data which it then pushed live to a powerful online CRM system. Sales agents were able to manage residential sales remotely and instantaneously from anywhere in the world.
Cost
Cost effectiveness plays a large part in the rise in popularity of digital tools. A single iPad can be used for multiple projects, then re-purposed or sold once the project is complete.

Likewise, fixed touch screen computers can be installed in display suites to give buyers the freedom to explore the app in their own time.­Virtual reality headsets are equally cost effective. Many headsets are powered by smartphones, keeping them portable and easily updateable. By producing their CGI renders and animated fly-throughs in-house Scharp also keep VR costs low. Important assets such as architectural models can be shared among different deliverables.

It's certainly an exciting time for the industry. Not only are these emerging technologies gaining traction in property but are proving invaluable in all commercial industries. Adopters of these tools are set to reap the rewards from buyers and sellers alike such is their power and effectiveness.

Contact Scharp today to discuss how these emerging technologies and tools can be utilised for your next development. www.scharp.com.auThe Urban Developer is proud to partner with Scharp to deliver this article to you. In doing so, we can continue to publish our free daily news, information, insights and opinion to you, our valued readers.