technology changing the property industry

james dearsleyfounder of the digital marketing bureau11 years of property experience - uk and overseassocial media strategist and independent tech specialist for the property industry

www.thedigitalmarketingbureau.com

www.jamesdearsley.co.uk

this site covers our generic services involving social strategy and all aspects of advanced social media

this site is dedicated to emerging tech with a particular slant to the property industry

3D printingHigh speed additive manufacturing or 3D printing is a revolutionary new way to make 3D models direct from CAD drawings. Offering a variety of disruptive ways to turn off plan designs into physical assets. An alternative to traditional property development models that can be used as a stand-alone product or central to a fabulous integrated launch or campaign.

Benefits

• Cost effective alternative to traditional model making• Far quicker turn around time to traditional models which could allow for bespoke printing of prototype designs• Cutting edge use of technology to appear forward thinking and different• Development CAD designs can be printed locally in other countries saving expensive travel and insurance costs for models.• Can be carried out on a per project basis or 3D printers purchased outright for long term advantages of model building

Features

• The models can be quickly re printed to reflect architect design changes• Bespoke models can be produced on demand, accurately reflecting clients choice ofapartment layout and specification• Can be used as the basis for Project Mapping techniques (see later explanation)• Can be combined with Augmented Reality to bring the models to life or see inside models• The 3D printers can form an eye catching and intriguing part of the marketing suite, constantly printing out unique 3D model giveaways

augmented reality

Benefits

• Attention grabbing - leverages the magical feel of AR to capture people attention• Accessible - simple and intuitive to use by anyone, can be pre-installed on site• Saves Money - no need to create physical models of buildings and can be updated and amended remotely• Wide reach - AR app can be sent out as links or deployed via the app stores – a 24/7 global accessibility to the development• Low cost of deployment - uses Apple and Android tablets and smartphones• Trusted producer - Inition have many years experience delivering the highest quality AR experiences and can make the most of this new media for you

Features

• Links to online sales database showing availability or special offers• 360 degree panoramic views – look around the inside of apartments and key locations• Street view AR – see the new development on location before it’s completed• Window view AR – see the view from each apartment• Visualise distances and types of local amenities• Show existing assets like galleries, floor plans, videos• Help with Planning in initial stages of development planning

Enable customers to visualise new developments in the palm of their hand. Using AR to bring the building to life, with beautiful 3D models, animation and sound. AR can be used in marketing suites preloaded onto iPads, by sales staff at events and released on the app store for wider reach.

virtual realityEnable clients to become completely immersed in the development and/or property. Let them see and feel exactly what it would be like to move around the development and experience its unique features. Utilising the latest generation of immersive head worn displays set to revolutionise the console world over the next few years.

Benefits

• Attention grabbing – the technology is sure to get publicity for any suite or event given the experience potential clients will have• Provides a sense of presence, enabling the viewer to feel as though they are at a new location• A cutting edge technology; be seen to be on the fringes of new and exciting marketing methods. Great brand reinforcement• The hardware is relatively cost effective to deploy making good options for multiple site application• Compact hardware takes up no additional floor space• Highly portable enabling the VR experience to be taken to clients for them to view in the comfort of their own homes• Trusted producer - Inition have many years experience delivering the highest quality AR experiences and can make the most of this new media for you

Features

• High speed head tracking enables users to naturally look around 360 panoramic views of developments• Client can freely journey through and explore the apartment or the experience can be controlled by the agent• Inition can easily adapt existing CAD assets keeping time and cost to a minimum

immersion Screens

An alternative to the traditional use of large screen TV’s to showcase property developments. Ideal for both show home use as well as exhibition and launch events.

Benefits

• A cost effective “upgrade” to standard HDTV• Offers a partial immersive experience for the client to see excellent content e.g. 3D visuals• Can deal with both HD and 4K video experiences for excellent clarity and vision• Can be both rented and purchased outright• Easy to use

Features

• Show multiple developments from the same unit• Ideal for showcasing lifestyle videos due to the immersive nature and high quality capabilities• Clients can feel they are in the development• Can reuse pre-existing content so costs are kept minimal.

immersion Rooms or CAVESBy projecting onto every wall of a room, including the floor and ceiling clients can stand inside an off plan development. A step up from Immersion screens and give the user a total 360 degree immersive environment without the need to wear VR head gear. Stereoscopic 3D, three or more projection walls, rear or new front projection options provide a range of space and performance configurations.

Benefits:

• Simple unencumbered operation for users• Amazing immersive experience allows clients to really feel as though they are standing insidea new apartment.• The complete immersive experience

Features

• Place potential clients into various rooms in the apartments they may be looking at buying• Multiple property styles, room sizes, designs displayed in the same area• 3D application also available• The show house could be an immersion room changing the projection depending on the unitthey are interested in or simply whether you want to portray the apartment at night time or daytime

interactive screens and dynamic/interactive apps

A Duel purpose application for use in Show houses, launch events and/or exhibitions. Show the maximum number of developments in the minimum amount of space whilst adding in any other features that may sell the developments. With the general public now used to touch screens these are becoming particularly client friendly and an easy way to access the maximum amount of information

Benefits

• Minimal space needed for maximum information• Saves Money – as it utilises existing image and video assets• Ease of deployment, simple plug and play operation• Cloud operated so easy to add and control content• Can be linked up to a CRM system providing live availability information,• An intuitive solution given that most people are now comfortable with touch screens

Features

• Opportunities to “cross sell” developments you wouldn’t ordinarily show a particular audience• Low cost of deployment - uses Apple and Android tablets and smartphones or larger touchscreens for more impact.• Build a complete portfolio in one application

Examples

Hampton HouseAudi

interactive floors and walls

Using every available inch of space is critical when considering expensive real estate. Interactive floors are one way of achieving the unexpected whilst also using a very versatile and useable space that is otherwise forgotten.

Benefits

• Something different that most will never have seen before• Working with “space” that would previously not have been utilised• A great way to work with Augmented Reality using the floor or wall as a trigger

Features

• Project maps of cities onto the floor of a room and use that to trigger multiple developments to appear from the floor allowing clients to chose where they want to be• Change the views from the windows or doors to project something different depending on the clients wishes.• Similar to an immersion room, turn the show home into any apartment

interactive window displays

Interactive window displays offer the opportunity for retail units to carry on working long after staff have left to go home for the evening. Passers by can still interact with your products and express an interest allowing you to take advantage of that retail space 24/7

Benefits

• 24/7/365 usage of your retail space or showroom• Utilising familiar touchscreen technology so the public aren’t intimidated• Combines with other technologies already mentioned and can again be centrally managed• Capture passing customer’s attention and drive foot fall into the showroom

Features

• Through glass operation for use in existing windows• Can use the latest gesture control for intriguing interaction• Combined with AR to enable clients to see themselves interacting or embedded within content

projection mapping

Creates a wow theatrical presentation at a launch events or any permanent site by using 3D projections to bring physical models to life in unexpected ways. Highlight key features, tell development stories the creative possibilities are endless.

Benefits

• Attention grabbing – it can take a client on a journey increasing the feel of ownership of the development.• Project anything you want on to anything you want offering limitless possibilities for customisation.• Can be linked to live online availability database to show up to date apartment availability.

Features

• Project imagery on to an otherwise straightforward model giving it a life of its own• Change imagery depending on the audience that is witnessing the experience• Interesting way to show transport infrastructure or other important factors like High Speed Internet Cabling• Project onto models or on to the development site or existing buildings for large scale creative presentations.• Project availability or price range that is updating in real time and change the view depending on the client

social media strategy

Social Media is central to any strategy in todays marketing world. Having a strategy that delivers PR in real time and adapting to the latest stories surrounding an area or development (or both) should be a top priority. Also channeling a strategy to find the influential social media advocates is imperative to the amplification of marketing messages and positive PR.

Benefits

• tailor marketing messages for each platform• work certain platforms into the sales process• personalise the development and the build process for greater local community involvement• produce informative infographics about the development for a different PR involvement• hold “hangouts” with key investors, stakeholders, sales people, builders - all to inform more • share vital information in real time• connect with key journalists and keep them informed• stream live events or launches through various sites• use social as a great lead capture opportunity

social monitoring/listening

Social Listening is one of the fastest growing areas of the social media world. Brands are concerned on their reputation online but unsure how it can be measured. We work with many data providers to provide real time feedback and sentiment analysis which is an invaluable tool to a positive perception to the developer and the development

Benefits

• Real Time feedback on mentions of company name, development name of any other important keyword relevant to the build• Reporting can be requested at any time but usually a daily, weekly or monthly overview of all mentions• Sentiment analysis included in reporting• Understand the “influencers” in the social media landscape to target or work with in an influencer marketing campaign• Over 50 million sites analysed; this includes all social media sites (exception only LinkedIn) and forums and blogs

social and google analytics

Is the development website tracking visits properly? What are the goals of the website and are they set up correctly? What is the ROI of various aspects of marketing? What traffic are you getting from Social Media? Which online marketing is converting and how are conversion rates changing over time? Does the developer or development have a twitter/facebook/instagram account? If so how is it performing, what is the amplification of the message and what is actually working for you in the social space? Report the information on an hourly, daily, weekly or monthly basis

Benefits

• Real time feedback on what is working for you and the developer • Improve lead conversions over time with constant analysis• Calculate your ROI of each marketing channel• Social Media Channel analysis - cutting edge reporting and analysis• Easy to understand reporting

examples of technology discussed in this presentation

augmented reality

Riverlight - a St. James development

http://bit.ly/18krAvF concept piece to show internal navigation

http://bit.ly/18FNyIv

3D Printing

http://bit.ly/19QpCRA Chicago completed by a 3D printer

virtual reality

http://bit.ly/1fCUOwjsome virtual reality experiences built by one of our partners

projection mapping

http://bit.ly/18FRatT Tokyo with a projection mapping experience over a 3D Printed model

we look forward to working with you

do get in contact info@thedigitalmarketingbureau.com

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