26
/ BUILDING DIALOGUE / DECEMBER 2015
Real Estate Marketing: Hollywood Meets Reality
T
he world of real es-
tate marketing has
undergone
signifi-
cant changes, evolving from
a static presentation to one of
the most engaging examples
of technology. This started with
the advent of 3-D software and
architecture’s adaptation of Holly-
wood-quality programs. In the late
1990s, 3-D renderings began to tell
the architect’s story and convey the
vision better than any sketch or ink
on mylar drawing could.
Slowly, but surely, these images be-
gan to make their way to the marketing
and sales side of real estate as people saw
the benefit in providingmore lifelike ex-
amples. Still, in the early days, renderings
appeared to be more computer generated than pho-
to-realistic. Over time, technology and artistry would
bring life to the images, resulting in true “photo-real”
renderings.
As computers improved and software advanced,
more possibilities were introduced. 3-D renderings be-
came an integral part of the architect’s design process
and photo-real renderings would become the founda-
tion for many real estate developments. These render-
ings would be utilized throughout the project, from
early approvals to final presentations.
Alongside other emerging technologies, such as web
and video, 3-D rendering companies began to take ad-
vantage of this new marketing tool. These specialty
firms focused on combining the technology with an
artistic touch, bridging the gap between the tradition-
al architecture illustrators and new market expecta-
tions. These companies have formed the foundation
for much of the presentation and marketing efforts of
the real estate world.
Expectations grew as competition for the “new”
continued to expand. 3-D animations took the pre-
sentation to the next level, giving the audience a true
feeling for the building design and amenities. These
videos enhanced renderings and became small mov-
ies with true fly-by and fly-through experiences.
As the web became a fundamental part of any mar-
keting effort, so too did it become an integral part of
real estate marketing. Through the early 2000s, Inter-
net speeds gradually increased, opening the possibili-
ties of accessingmore complex content for the average
person. Websites were built around the 3-D render-
ings and animations, providing unlimited marketing
reach with a modest investment.
Competition for buyers fueled the marketing efforts
and more emphasis was placed on preconstruction
presentations. The importance of visually commu-
nicating each development’s vision became a crucial
piece of the project. Detailed renderings were expected
to represent the future reality in a realistic manner,
from the materials to the paint colors.
Toward the peak of the boom, the boundaries be-
tween Hollywood movies and real estate development
presentations continued to blur. Technology advanced,
expectations rose and the need for preconstruction
sales propelledmarketing efforts, thus providing a cat-
alyst for creative possibilities and investment in pre-
sentations. A combination of visual elements was ex-
pected, including 3-D renderings, animations, graphics
and interactive elements.
The push to elevate each presentation encouraged
more techniques to be borrowed directly from Hol-
lywood. These began with the software and led to
live-action video footage, including aerial (helicop-
ter) shots. The 3-D renderings and animations were
composited into the footage, creating a video indistin-
guishable from reality.
The technological advancements allowed for near
limitless possibilities with each presentation. These
videos moved closer and closer to Hollywood quality
and incorporated more traditional approaches, such
as actors, scripts and storytelling. These “movies” could
have true storylines written to engage the potential
buyers, giving them a glimpse of the lifestyle that was
being sold. Showrooms became the theaters for these
movies, presented on large touch screens that con-
nected with the online websites.
Through the Great Recession much of these ad-
vancements in presentation techniques stalled as real
estate came to a halt. Interactive media, however, con-
tinued to move forward as mobile platforms became
ubiquitous. Smartphones and tablets pushed web
development to adapt to the variety of platforms, re-
sulting in a multitude of viewable formats. The same
media viewable on a traditional computer could span
several devices and reach viewers anywhere.
As the economy comes back, these new platforms
have become an integral part of marketing. The phone
and tablet are a valuable piece in the presentation puz-
zle, allowing the 3-D renderings, animations and con-
tent to be accessed anywhere. While certainly present-
ing technological and design challenges, this variety
of formats is proving to be a great tool for marketing
Markus Byron
Principal/
Founder,
MBR
Studios
TRENDS
in 3-D Technology
Photo-realistic rendering shows the Viceroy in Anguila, which
was built.
