This comprehensive document talks about the key 5 insights to 3D visuals for off-the-plan marketing campaigns. Learn about how to put together the brief for a 3D renders consultant through to launch strategies when the imagery is completed. Get in touch with us at www.eaglevision.com.au if you have any questions.

1. FIVE INSIGHTS
3D visuals for effective
off-the-plan marketing campaigns

4. I have always felt fascinated and inspired by the way experienced developers and architects have such phenomenal
vision of what their projects will be like - both in look and feel - and then go on the implement that vision and create
something so significant. That vision, and the imagination behind it, have the potential to tell an incredible story but,
unfortunately, the supporting images used for marketing their off-the-plan projects often fall flat - and make it difficult
to share the scope of their ideas with potential buyers. High-quality 3D imagery is a powerful asset - one that effective-
ly communicates the foundations of creative architectural design to help others see it as a meaningful reality.

5. 5
INTRODUCTION

6. 3D visuals for effective off-the-plan marketing campaigns 6

7. 3D visuals for effective off-the-plan marketing campaigns 7
THE GAP BETWEEN VISION AND
REALISATION CAN BE BRIDGED
| Introduction
I want to share these practical insights to give a better understanding of
how you can market your next project with genuine vision - for property
development marketing that makes an impact and generates more sales.
Showcasing a high level of artistic expertise is important and it’s what
makes many of the visuals produced by leading 3D imagery studios really
stand out from their competitors. A solid understanding of some simpler
basics can still make the difference between an ineffective image and an
image that sells. To show how you can utilize cutting-edge technology and
professional 3D visuals to market your property development effectively,
we would love to talk.

8. 3D visuals for effective off-the-plan marketing campaigns 8
Creating the 3D visuals is only the beginning. For a marketing campaign
to be truly successful, developers, real estate professionals and industry
marketing specialists need to understand how to create, use and distribute
images effectively. Even the most impressive 3D designers can’t magically
sell your next project unless you use those images to their full potential.
Your business can’t afford to lose thousands of dollars on images that don’t
sell your product. Professionally planned, produced and distributed images
engage your target market to make a purchasing decision - and spread the
word to other buyers. I know you will find these insights valuable.
Stan Zaslavsky – Principal
My property development industry knowledge is multi-faceted - and I de-
liver strategic advice that’s based on genuine experience. I come from an
engineering and industrial design background, followed by a diverse prop-
erty development CV that included brokering joint ventures between land
owners and professional development consultants. The next stage of my
evolution within the property development industry was when I took the
opportunity to work from the other perspective and learn what it takes to
purchase development sites for clients. It was a valuable experience because
I saw things through the eyes of a buyer and developer - putting together
feasibility studies, plus the layout of the development concept. The process
of purchasing dozens of future projects gave me a solid understanding of
how estate professionals marketed off-the-plan developments. And how
they could get better results. The lack of high quality 3D marketing im-
agery was obvious. It was the motivation I needed, to create real industry
change. Eagle Vision launched in 2008 and continues to fill that gap with
our effective, engaging visuals that help property developers, marketing
agencies and real estate agents improve their sales process.

9. 3D visuals for effective off-the-plan marketing campaigns 9

10. 10
RESEARCH

11. 3D visuals for effective off-the-plan marketing campaigns 11
KNOWING YOUR TARGET MARKET
BEFORE YOU MARKET
| Research
Knowing your target market for each unique development - and
styling your project to engage with that specific market - is one
of the main keys to successful property development market-
ing. Recognise this, rather than approach every project with the
same generic marketing ideas, and you can achieve genuine results.
It’s all about starting with the end in mind. Do you truly know your target
market? Identify them, then cater to them - in a visual language they ap-
preciate and understand. Use the demographics of the suburb, combined
with the nature and culture of the surrounding area, to help you plan the
best marketing strategy for your project.
-- Understand defined target market
-- Create clear guidelines to your suppliers and
consultants
-- Style the project to satisfy actual demand
-- Identify your project’s best possible finish and fit-out
-- Market your development effectively
-- Sell your project faster

12. 3D visuals for effective off-the-plan marketing campaigns 12

13. 3D visuals for effective off-the-plan marketing campaigns 13
Marketing habits of a successful property
developer:
1. Understand target demographics
2. Understand your target market’s needs &
preferences
3. Understand the price points that lets your
product connect
4. Deliver up-to-date and innovative styles in
building design and finishes

14. 3D visuals for effective off-the-plan marketing campaigns 14
CASE STUDY, PENINSULA
BLUE DEVELOPMENT
| Research
For an upcoming 17-storey development in Frankston - a beachside sub-
urb of Melbourne, about 40kms from the CBD - the marketing team had
to overcome a very strong stigma of the past. In order to do this effectively,
lots of on-the-ground research was conducted to ultimately bring out a
theme of ‘Loving Frankston’. The target market was two-fold - downsiz-
ers and young families looking to be in a beautiful spot, just a short walk
from a beautiful beach and all the amenities without having to deal with a
hustle and bustle of an inner-city location with traffic congestion and high
prices. Quality research involves understanding key aspects of the area, as
well as appreciating the less defined nuances of that area. With that level of
research in place, you can then create an authentic ‘why?’ to promote the
right reasons potential buyers should fall in love with your project.

15. 15
ALIGN

16. 3D visuals for effective off-the-plan marketing campaigns 16
FIND A POINT OF
DIFFERENCE WITH YOUR
BRAND AND FUTURE
PROJECTS
| Align
In a world of grey, unremarkable buildings and no-name projects, it takes
creativity and vision to make your development shine. When you create
3D artist impressions, you choose the way your project is branded and
represented to potential buyers. The power to give that project a clearly
defined identity is in your hands. That identity can - and should - flow
through every aspect of your marketing visuals, whether it’s about embed-
ding the name of the development in the physical exterior features, or in-
stalling a stunning mosaic in the entrance foyer. It’s all about the look and
the mood it inspires. Identity connects with audience. When you create
your project, consider its brand personality from the beginning. Because,
guaranteed, your potential buyers will.
-- Smart, strategic branding of your project helps you stand out
from your competitors
-- The name and design style of the project creates its identity
-- Buyers want to identify with a project and its features and
benefits
-- Creative architects often assist in branding the project through
external finishes and styling
-- Consistent branding that flows across all associated marketing
collateral presents a professional, image to prospective buyers

17. 3D visuals for effective off-the-plan marketing campaigns 17
Important reasons to align:
1. Stand out from your competitors
2. Create a point of difference
3. Form a unique and compelling identity for
the project
4. Help your potential buyers connect with that
identity
5. Enable real estate agents to market consis-
tently and strategically
6. Allow the unique qualities to stand out in
visual presentations
7. Achieve better sales figures

18. 3D visuals for effective off-the-plan marketing campaigns 18
CASE STUDY, ELISTON
ESTATE
| Align
Selling the concept of a prestigious housing estate in outer Melbourne
required a professional, enticing campaign including quality images that
stacked up against the best examples of inner-city property developments.
Eliston features notable lifestyle amenities including a major town centre,
future train station and beautifully landscaped open spaces right at your
doorstep. This development has a number of target audiences - with state-
of-the-art family-style residences, as well as luxury townhouses and villas.
The overall identity is a strong one - a truly contemporary development
project in an area not immediately known for that type of architectural
style. Marketing needed to stand out and be aligned to the future lifestyle
potential of the estate - and professional 3D imagery helped create that
critical brand buzz.

19. 19
DETAIL

20. 3D visuals for effective off-the-plan marketing campaigns 20

21. 3D visuals for effective off-the-plan marketing campaigns 21
RELEVANT, WELL-RESEARCHED
INFORMATION AT YOUR FINGERTIPS
| Detail
We love working with developers and marketing agents who know what
they want. Being told the aesthetic details on a specific couch, or coffee
table, or the type of indoor plant that will work in the corner of the room,
the texture and colour of the rug on the polished concrete floor, or the
sculptures that soften the hard lines - this is the stuff of true happiness
when it comes to communicating efficiently with your 3D visual imagery
experts. When a developer is attached to the outcome of their project’s
marketing imagery, it helps us know what they want and how to deliver
it - a way to create a beautiful project that attracts buyers.
-- Knowing our clients’ expectations sets the right
boundaries
-- Scope of work is easily identified
-- Research and professional presentation ensures accu-
rate delivery of client’s needs.
-- Delivery of completed work becomes much more
time-effective.
-- Quality of product is superior and gets results.

22. 3D visuals for effective off-the-plan marketing campaigns 22
Is your exterior scenery ready?
1. Have you highlighted the most appealing
single feature of the project?
2. Select daylight, dusk, twilight or night-time
lighting for the image?
3. Review all exterior textures and finishes to
be per the architect’s schedule?
4. Decide whether you would like to see people
and cars in the street?

23. 3D visuals for effective off-the-plan marketing campaigns 23
Is your interior scenery ready?
1. In the kitchen, have you chosen a table and
chairs that suit the overall style you want to
create?
2. What do the table furnishings, tea-towels,
cookbooks, vases or fruit bowls say about
your brand?
3. In the living rooms, have you selected the
couch, the coffee table and the rug?
4. Are they right for your target demographic?
5. How do sculptures, indoor plants and art-
works represent the project’s style and
identity?
6. In the living room, does the choice of elec-
tronic equipment - TV, stereo, computer -
complement the design?

24. 3D visuals for effective off-the-plan marketing campaigns 24
CASE STUDY, SAVVY
APARTMENTS
| Detail
We recently worked on a project with a marketing agent who had a back-
ground in interior design. She was very particular with her choices and our
experience was much more enjoyable and productive because she clearly
knew what she wanted. This made our ability to visualise her concept and
exceed her expectations even easier. She made strategic decisions about
colour schemes, tables, chairs, couches and more. The result was a project
that looked completed - something that definitely helped attract buyers who
found it easy to imagine their own lives in that space. When it came to the
exterior - as an option, there was going to be a gym on the ground floor - the
stylingwassimilarlyedgyandcontemporary,whichaddedtotheoveralllook
that was consistent with the interior 3D images. The ultimate result looked
like a fashion magazine shoot and, while we are aware that most developers
don’t have interior design degrees, it is a useful reminder that careful plan-
ning and research makes a massive difference in the quality of the visuals.
If you need help putting the finishing touches on your project before your
marketing visuals are done, engage a professional interior design consul-
tant to guide the creative direction of your project. You’ll be glad you did.

25. 25
IMMERSE

26. 3D visuals for effective off-the-plan marketing campaigns 26
SURROUND POTENTIAL BUYERS IN A
MARKETING EXPERIENCE
| Immerse
Today’s sophisticated property developers enjoy a diverse range of market-
ing opportunities across a multitude of platforms - many of them literally
at your fingertips. Cutting-edge 3D imagery and the power of social media
sharing and reach are amazing for property developers wanting to connect
directly to their target markets and boost sales results, but what does the
future hold when it comes to effective property development marketing
that makes you stand out from the crowd? The vision is exciting - interac-
tive, immersive technology that lets potential buyers have an experience
and genuine connection to your development - before it even exists.
Managing the way artistic impressions are viewed:
-- Explore both offline and online marketing to reach
your target.
-- For high quality printing, imagery should be pro-
duced at 300dpi - and at least 5000px wide.
-- When it comes to web-styled images, however,
images that are just 1200px wide are often sufficient.

27. 3D visuals for effective off-the-plan marketing campaigns 27
-- Websites like Realestate.com.au require a spe-
cific set out of the imagery. Make sure to check
with the advertising department on the sizes
before submitting imagery to them otherwise it
may get distorted and look awkward online
-- Create a unique website to promote your devel-
opment - enabling you to add detailed descrip-
tions and imagery and invite potential buyers to
register their interest
-- Online marketing methods include Google Ad-
Words, as well as social media-driven campaigns
on the most appropriate platform for your target
market
-- Offline marketing methods include print bro-
chures, billboards, newspaper editorials and
letterbox campaigns - led by the habits of your
target market

28. 3D visuals for effective off-the-plan marketing campaigns 28

29. 3D visuals for effective off-the-plan marketing campaigns 29
Augmented reality, with computer-generated input to connect our senses,
is on our doorstep and for property developers wanting to stay ahead of
the pack, there has never been a better time to forge a professional rela-
tionship with a trusted 3D imagery specialist. Online marketing strategies
include Google adwords campaigns, dedicated websites, email marketing
campaigns, iPad and iPhone mobile applications and social media sharing
(everything from Twitter, Facebook, LinkedIn and Pinterest to easily con-
nect your visuals with a waiting market). But even as social media has cre-
ated a marketing democracy that puts community reach in the hands of the
smallest operator, the need for well-managed print advertising is also very
powerful.
Steps to effective online and offline marketing campaigns:
1. Identify the most appropriate marketing channels to con-
nect with your target audience
2. To print to required resolution, communicate with a print-
ing professional to discuss imagery size and purpose
3. For printing to large billboards, ensure 3D imagery cre-
ation is at least 5000 px wide, and at least 150dpi to pre-
vent distortion
4. Online marketing imagery resolution should be at least
1200px wide in RGB format
5. Uploading to online portals like realestate.com.au, create
images at 800x600px resolution to avoid distortion
6. Utilise social media marketing with ad campaigns that
target your potential buyers
7. Launch your project with consistency and strategic timing
across multiple platforms, and using Google AdWords to
increase visibility
Billboards in highly visible locations and print campaigns in local news-
papers make it more difficult to measure ROI but are still adept at raising
visibility and the public profile of the development. It’s important to re-
member this: creating the 3D artist impressions is just one step - managing
the way they are viewed is also important.

30. 3D visuals for effective off-the-plan marketing campaigns 30
CASE STUDY,
THE MILL NEWPORT
| Immerse
This limited collection of designer terrace homes and garden villas came
to life in the minds of potential buyers - thanks to considered 3D still vi-
suals and an animated CGI film, combined with other local marketing,
that focused on a specific demographic and highlighted the benefits that
would resonate with them and their motivation to buy in this location.
The creation of a video was a marketing success story - an engaging, en-
ticing visual that showcased the development in a way that made it easy
for the potential buyers to imagine themselves in the space and want to
access the lifestyle on offer. Waterfront lifestyle is at the doorstep and the
well-planned imagery pitched all the benefits to a specific audience - peo-
ple looking for the qualities of Williamstown’s established reputation for
lifestyle and location, with the added bonus of Newport pricing that put
this development in the hands of even more potential buyers.

31. 31
LAUNCH

32. 3D visuals for effective off-the-plan marketing campaigns 32

33. 3D visuals for effective off-the-plan marketing campaigns 33
LAUNCHING A SUCCESSFUL CAMPAIGN
IS NOT DONE IN ISOLATION
| Launch
Your target market for your next project move around their individ-
ual worlds in many ways - engaged with social media, print and oth-
er influences. To ensure your next marketing campaign is handled with
cost-effective style, make sure you are prepared. Launch your online
campaign at the same time as you print materials - making sure that bill-
boards and print brochures are ready for real estate agents to work with.
Today’s busy world demands instant gratification and if your audience
does not receive that, doubt about your development can diminish the
impact of your professional presentation - losing you those all-important
early sales that are the lifeblood of your project.
-- Collate and present all the marketing material at one
time
-- Launch online campaigns in tandem with offline
distribution
-- Create a consistent message that your project is
high-quality and trusted
-- Create a dedicated URL so potential buyers arrive
easily at their desired online destination

34. 3D visuals for effective off-the-plan marketing campaigns 34

35. 3D visuals for effective off-the-plan marketing campaigns 35
1. All marketing hits the ground at once
2. Creating a consistent, comprehensive vision
showcases your professionalism
3. Gaps in your presentations leave unanswered
questions that raise doubt - and lose sales
4. Launching across multiple platforms creates
the high visibility that inspires a buzz around
your project’s brand

36. 3D visuals for effective off-the-plan marketing campaigns 36
CASE STUDY,
ARDOR DEVELOPMENT
| Launch
To sell ‘luxury’, the senses need to be aroused. Luxury conjures up thoughts
of more than just visual cues - but the added extras of feelings, mood
and status. So, to ensure the marketing of this boutique, luxury off-the-
plan apartment development sold well, we created imagery that con-
nected potential buyers with all the benefits of these stunning properties.
Our creation of both exteriors and interiors of the million-dollar apartment
and townhouse project completed the marketing package of 3D images -
inspiring potential buyers to want to experience the quality that was on
display. The launch was extremely successful because the marketing was
multi-faceted - connecting with potential buyers across multiple platforms,
with a brand personality that was aligned, professional and visually excit-
ing.

37. When you implement these practical insights into your own project marketing, you will see the difference that strategy
makes. Professional 3D visual marketing is in your hands - and used well, it will bring measurable results and improve
your sales outcomes.

38. Eagle Vision | Level 2, 189 Rouse Street,
Port Melbourne VIC 3207 | www.eaglevision.com.au
T 1300-208-177 | + 61-383-931-506
projects@eaglevision.com.au