Real-time 3D is shaping the super-prime market

Bespoke real-time 3D proptech is supercharging the sales and marketing experience (writes Peter Rogers).

With the help of meticulously crafted platforms, prospective buyers can navigate every inch and every architectural detail of an upcoming development – even view available residences in situ. And developers and sales teams can update everything from floorplans and pricing to content and copy in real time, then distribute it to buyers and agents – no tech team needed.

It’s no surprise then, that this liberating technology is being used by more and more prime and super-prime developments. In recent years, we’ve developed real-time 3D technology for Caudwell’s 1 Mayfair and Le Provencal, CIT’s 8 Eaton Lane, One Wall Street in New York, and Kolter Urban’s Olana in Naples Florida, to name a few. Even Ulyssia, the world’s most exclusive residential yacht, has recently taken advantage of the wonders of real-time 3D technology.

The best tech of this kind is housed within bespoke apps – either web-based or native (where the app is designed for a particular type of computer and specific output devices like touch screens, monitors or TVs). But the question of how to best use these apps to add value to the customer sales journey is a nuanced one. It takes a consultative approach – one that works with the specifics of the development, from its architecture and interior design to its target markets and marketing approach.

Native systems, for example, are typically best used by sales teams within marketing suites – and they should always be developed around each suite’s individual sales journey, in consultation with stakeholders. The right native system will let a sales team tell the story of the building exactly as they want to, whether that’s through models and immersion rooms, or by zooming in on the details in the closing room.

The right native system will let a sales team tell the story of the building exactly as they want to

AV considerations are of course an important part of this process too but, again, they should be led by, rather than dictate, the sales journey and design of the space. We only ever create our bespoke software once the sales journey is defined.Web-based apps, on the other hand, offer maximum value because they can also be used by sales teams and agents outside of the marketing suite – anywhere in the world, in fact, and on any device or OS. They can also be installed directly onto devices so they can be used offline.

But perhaps most importantly, web-based apps can be paired with CMS and CRM systems, opening up huge new opportunities for the sales and marketing process.

Sales teams can give prospective buyers access to a version of the app that is personalised to them and the units they’re interested in. They can also update the customer’s app with news about the project – restaurant signings, interesting studies, the completion of certain phases – which is especially useful during such a lengthy sales process.

Throughout this process, sales teams can also make updates to the app themselves in real time – editing copy or making it available in multiple languages, changing prices, dragging and dropping new floorplans, or updating their inventory and distributing it to agents.

They can also use bespoke buyer analytics to see what their clients are looking at on the app and how long they’re engaging for – a great tool for knowing when to get in touch again.

Bespoke real-time 3D technology like this is fast becoming non-negotiable in the super- prime sector.

Generic platforms simply can’t deliver in the same way across all key sales and marketing touch points. And a consultative approach is best of all – one that can develop bespoke native and web-based systems concurrently to meet both developers’ and prospective buyers’ needs.

Of course, real-time 3D technology shouldn’t and couldn’t replace sales teams or agents.

But when it’s developed and used properly, it can help those teams amplify their marketing messages and accelerate the sales process. Plus, it lets developers present their developments in the best possible light at all stages of the build and, perhaps most importantly of all, it helps buyers make more informed decisions and purchase with real confidence.

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