How Architectural Visualization Can Help Your Marketing Strategy

Modern technologies and new channels of communication with the audience, on the one hand, provide more opportunities for sellers to present their goods and services, on the other hand, raise the bar and requirements for an integrated approach to the presentation. These trends have not bypassed the architectural industry; today, technology makes it possible to present the project as realistically as ever. Architects and developers now have the opportunity to literally immerse the client in the world of architecture that has not yet been built, introducing them to the idea of the project, using the emotional perception of the created story.?

Let's see how the current ways of content strategy and the development of technologies allow us to make presentations of unique ways of presenting architectural projects:?

1. Static renders and animated film

Artistic painting as a form of art and, more importantly, as a way of conveying information has existed since time immemorial and, in my opinion, renderings certainly remain the basis of any modern marketing presentation project. Despite the annual global consumption of animated content, static images remain in demand for use in printed materials, social media and other digital placements that present the project.

However, I believe that a modern complex presentation of the project cannot be imagined without an animated film that fully tells the story of the project. What is important in such a film?

• Accurately determine the target audience and the portrait of the future client. This helps the viewer to associate themselves with the project and imagine their life or work in it.
• Plot — the standard simple camera sweeps over the architecture do not give the feeling of a full-fledged cinematic shooting with a climax and denouement, typical for a film, plot development.
• Atmosphere. The film should convey the mood, idea and atmosphere of the project, immerse the viewer, give a sense of presence and desire to be involved in this project.

In my opinion, static renders + an animated film are the basic set of a successful integrated marketing campaign for the project. See how it is implemented in our MAB LOT project for Mab.

2. Cinemagraphs

Cinemagraphs are static renders that have some animated elements. They are not much more complicated than static renders in production and are a great addition to the render package. Looking like a regular image, but with moving elements, cinemagraphs work great in social networks and project presentations on the site, attracting and holding the user's attention to the content.

3. Virtual Tours

VR technologies are also definitely not new and have been used in archviz for quite a long time. Developers and marketing agencies use this tool with might and main during presentations. And today, for this kind of presentation, you don’t even need to wear a VR headset. Virtual tours 360 can be built into the site using one of the services and enable the user to “walk around” the project, look around, feel like in it, see the interiors, landscapes and other features of the project, even being thousands of kilometers away from it. Moreover, in some services like 3DVista, you can make integration with video recording, which can be supplemented with a musical range, making a virtual tour an absolute immersion in space. Virtual tours are an integral part of the digital experience in the presentation of the project, which does not require large expenses.

4. Information films

One of the varieties of the animated film, showing the key features of the project. If a branding animated film affects the client's emotions through a plot and portrait-target association, then an informational film serves to tell about the key benefits that are the basis of the project. It complements the story and presentation of the sales agent, helping to highlight all the advantages of the project, to demonstrate to the client the most outstanding nuances.

?5. Immersive rooms

This is a completely new and not yet common way of presenting, which is quite expensive, but it is impossible to imagine that it can immerse the client more in the context of the project, if not completely transported into the world of the project, which some developers do with immersive rooms. Each client gets into a new reality, created by showing what the future space will look like in detail, complementing the sensations with sounds, images, the required temperature in the room, the smell and feel of the air and materials. An adaptive and engaging environment can help create a personalized experience for each client that will never be forgotten.