In recent years, the marketing of real estate programmes on the Internet has undergone a small revolution by integrating interactive and immersive tools. This is part of what is known as the immersive marketing. Moreover, developers are finding that the internet and new technologies now represent a significant additional conversion channel in the sale of new properties.
New web tools multiply thanks to browsers
Since 2010, web browsers allow the display of visualisation tools that support 2D, 3D and 360° animations. These technologies are now easily integrated and this gives another dimension to the marketing of a property. The product pages now offer a maximum of elements and visitors stay longer. These different technologies can be used alone, or combined in the same tool to offer a complete virtual visit of the property.
The interactive 3D model provides a good overview of the programme. The model can be broken down into floors to show the surface areas of the flats and thus visually distinguish the different lots. The environment can be added, such as services in the vicinity of the model.
This model can be enhanced with 360° to allow a virtual visit of sample flats before construction. The perfect tool to help clients project their future.
It is also possible to add elements that can be downloaded directly from the model, such as plans or visuals.
A use case in new housing: OGIC
As part of the marketing of its project CHAVILLEIn order to market its project, OGIC wanted to have a tool available on a touch table to animate its sales bubble and on the dedicated website. The latter allows you to visit the lots on the internet thanks to an interactive 3D model that gives access to a 360° virtual tour as well as downloadable plans. Each type of flat is modelled with an example of furnishings and allows an aerial view of all the rooms. The client therefore has a maximum of information and can already "visit" the property from home. This is a far cry from selling on a 2D plan [link], in which the customer does not project himself.
Analytical tracking to improve your sales
The advantage of these new tools is also the possibility of tracking the visitor's journey: knowing his interactions or the time he spends on each page. It is then possible to adapt the price of goods by obtaining precise statistics: number of visits, contact requests and downloads.
In addition, when making contact, the sales person dedicated to the project will already have a maximum of information on what the prospect has seen, downloaded, etc. The contact will then be much more qualitative and will more often lead to a sale. The contact will then be much more qualitative and will more often lead to a sale.
The future of web-based visualisation tools
Several avenues are emerging for the future of visualisation tools in real estate and mobile seems to be the main one. Indeed, Google is thinking of using augmented reality directly from its browser. On a smartphone or tablet, we would consult augmented reality content without going through a dedicated application because it is the browser that would do the work. The idea is therefore to massively spread the experience of augmented reality for all types of content. With the arrival of ARcore for Google and ARkit for Applewe can imagine a wider diffusion of these technologies.
The virtual reality is also an avenue to explore for the future. It is the most immersive tool and therefore the one that allows the most projection. However, the cost and technical constraints limit its deployment for the general public for the moment. For the time being, 360° visuals play this role, but remain less immersive than a virtual reality headset.
We are therefore in a real race to deploy more and more immersive experiences and it is certain that the implementation of these new technologies on the internet will become a major lever for sales.
