The importance of imagery in property marketing – A focus on 3D renders

Imagery has long been an integral component in property marketing. A consumer’s first introduction to a development is often visual and in an increasingly competitive market, this first impression cannot be underestimated.

When selling intangible, off-the-plan developments, the importance of artistic renders is paramount. There is no better tool for a sales agent than a render that brings a brand to life. The right render demands attention, capturing an aspirational lifestyle that captivates your target market evoking an emotional response.

Once engaged potential investors will begin to put themselves in the picture, envisioning what life in this property would be like and this is exactly where we want them.

Five steps to achieving an impactful render that works.

1. Know your target market – then talk to them

The right render will be in-line with your brand strategy. Your brand’s design, colour palette, styling, finishes and fixtures have been selected with your target demographic in mind and your render is a visual representation of all of these.

These elements should be incorporated seamlessly. Furniture, artwork and styling should inspire your target audience and excite them.

Render production is often a project of collaboration with the developer, architects, marketing agency, stylists and leading sales agents all actively involved in the process. To ensure the essence of the brand isn’t lost along the way, hold an initial workshop and get your team on the same page. Sign off on render objectives and a final render list including camera angles and mood lighting. Nominate one team member to act as the conduit between the renderers and your team.

This team member should collaborate all feedback into an all-inclusive document that is then communicated to the renderers after each set of amends.

2. Choose the right angle – focus on the features

The most important component of a render is the selected camera angle. Ensure the angle does justice to the selected floorplans within the development.

Take the time to study each floorplan considering layout, views and the presence of natural light. Select the layout that will maximise space while focusing on the most impressive fixtures and finishes. Highlight quality and deter attention from standard finishes.

3. Styling and interiors – call in the experts

Styling is the render element most commonly executed unsuccessfully. A carefully selected camera angle is nothing without styling that compliments the interiors and enhances space.

The selection of furniture is best left to the professionals. Entrust the services of an interior designer to ensure the right pieces are used. The stylist should be briefed thoroughly from the marketing team and the architect to ensure they understand the brand inside out.

Remember render styling presents an excellent opportunity to enhance the overall quality of an image at no cost. Don’t be afraid to use absurdly overpriced luxury furniture to give your apartments a premium, high-end feel.

4. How many renders is too many renders – quality over quantity

When deciding the best aspects of a development to render focus on the projects brand strategy and unique selling points. If your project has an impressive list of amenities, show these. If the bathrooms are poky – leave them out.

Generally speaking each project requires at least one hero external render, and three to four internals. The living and kitchen, bedroom and lobby or amenities are often selected but your render list will vary depending on each developments size and budget.

5. Timing is everything – be realistic

Renders are an integral component in your project marketing and are not something that should be rushed. All too often renders are left to the last minute and renderers are then asked to work to timelines that are unrealistic. This will lead to rushed work where detailing is overlooked leading to mediocre output.

Allocate four weeks in your project timeline for render production from briefing to delivery. Ensure the initial briefing is extremely thorough. Provide detailed camera angle sketches and sample renders and go through the renderer’s checklist and ensure the architect provides all required drawings and schedules upfront. Have your stylist select each piece of furniture and mark their positions on the floorplans. Have your view photography completed in advance and provide this to the renderers early in the piece.

The more detailed the brief, the less room for error, which will result in limited amends, a speedy turnaround and a high quality finish.