Whether you are selling a refurbished building or trying to attract quality tenants for a new space, working in commercial real estate is all about meeting the expectations of discerning clients. And regardless of whether your property is office, retail, restaurant or even mixed-use space, you cannot make the sale until the buyer or tenant can see themselves (or their tenants) in the space, generating income.
Using images in commercial real estate is nothing new. Artist’s renditions of the final completed structure have long been used to promote a project. But now with quality digital 3D renders, not only have client expectations grown, but so has your ability to exceed them, and move more property as a result. Here are 5 keys to using renders to help nail the sale in commercial real estate.
If you are pitching a specific client, you can help the client visualize themselves in the property by personalizing not just your presentation but also the images themselves. Digital renders allow you to add client branding, signage or even fitout to the image, showing the client exactly what the building will look like with them as a tenant – or for a buyer to see what the space will look like with blue ribbon tenants in place. The quality of digital renders is now such that this personalization can look photo realistic – as if the tenant or building signage is already there.
2. Interact With The Environment
Old fashioned artist’s drawings focused on the property by imagining everything around the building to be nothing but white space. But tenants or buyers are extremely interested in the environment around the property. Office tenants want to know about transport hubs and lunch options. A retail tenant is keen to understand the foot traffic. A corporate buyer might be interested in parks and the visual environment. You can use 3D renders to show the surrounding environment as a selling point rather than something that detracts from the development.
3. Clients Live Inside
Most CRE images focus on the external shots of the property, and while these are important, the fact is clients work, eat and shop inside the building. Renders can place the client inside the development, by showing photo-like images of the fitted out space, whether office, retail or other purpose. Show a restaurant client their business in full swing, or a state-of-the-art office space to a corporate buyer. Interior images put the client inside the space, rather than looking at the outside from afar.
4. Allow Client to Customize
One of the biggest advantages digital images have over print or other images is the ability to change them, often on the fly. Digital renders can be incorporated into sales devices like the Microsoft PixelSense interactive touch screen table or even into tablet based sales apps that allow the client to change things like wall colors or even furniture or fixtures in the image, in so doing customizing the space before they even set foot in it.
5. Take The Images To The Office
The clients you work with often have to report back to their supervisors before deals can be made, and this where many project fall down. By creating custom e-brochures of your digital images clients can now take the show back to their office, to display in high definition color to their supervisors. You can also incorporate your renders into phone or tablet based apps like Dwellar, which allow those folks your clients have to report back to the opportunity to see and customize the space as well, putting them into the property even if them never visit it.