Immersive Technologies – Future Of Marketing

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Immersive Technologies – Future Of Marketing
June 22, 2017

In property business, many decisions are made based on our ability to read 2D drawings, plans and sections and pictures of existing state of property and our vision for it.

 

 For those of us, who don’t have technical degree it might be very difficult to visualize the final look of commercial property converted to flats, houses to HMOs or Serviced Accommodation or assess size of the property, rooms, bathrooms just by looking on a piece of paper.

 

Some of us may struggle in finding investor or JV partner just by describing the potential behind a tired, dusty old house.

Usually when someone is describing their vision, our imagination does its own spin on it and it always looks different in our heads. Sometimes better than the outcome and we are disappointed, sometimes worse and we are not taking on the challenge and missing on great opportunity.

 

I was actually sitting on Deal Packaging Course and remember Mark I’Anson role playing with one of the attendants. It was sourcer-investor conversation and I thought to myself: “I cannot do that. I will never sell anything this way. I don’t have the charm. I’m not a born saleswoman. I have to make myself memorable and convincing some other way”.

 

Then Kevin McDonnell started talking about the Assisted Sale and how to lay down the samples of carpet, floor finish, tiles and sell the house almost off plan and it hit me…

 

Why not build 3D model of proposed layouts, add the finishes, do some renders?

 

But then I will have to carry heavy laptop with me, make people look at screen and all of the cables… They will lose interest before I start…

 

And if I meet potential business partner on a plane or a train?  Driving 3D model on screen in restricted space is not that easy and it might be discouraging.

 

I could print the renders out but then I will still have the folio with pictures/images and people will see how thin it is…

 

What if I could show the property on my mobile or tablet popping up from plan or business card?

 

What if I could show my vision for it in 1:1 scale and better yet... give it to the investor?

 

That is where Immersive Technologies are coming to play.

 

 Augmented Reality (AR) -  gives you access 3D content via scanning specific marker to launch connected app or video or 3D model of building or product on your mobile or tablet.

 

 Portable version allows you to use your device to point at specific feature or marker and overlay digital model on the marker. In video below you can see example of flat 2D plan for house development raising to 3D by simply pointing mobile to the plan. You can then see clearly whole design from every angle.

 

No need for 10 pages of Power Point presentation, A1 printouts of floorplans or carrying your folio everywhere. You could link one property to multiple markers or multiple properties to one marker.

 

Can you imagine having whole portfolio on your business card?

Virtual Reality (VR) completely replaces your world with virtual one but it is most challenging for content creation and experience. You can create virtual tours through your design in 1:1 scale, carry out design reviews and present your idea before any real work even starts.

Virtual Reality is mostly associated with Oculus and powerful gaming hardware, lots of cables, hassle and experience required to operate it.

 

It seems to be expensive toy and poor return on investment.

 

I can’t imagine serious investor and businessman sitting with THAT on his head in coffee shop or restaurant conducting a business meeting.

 

What If you could replace the expensive Laptop with your mobile phone and Oculus headset with elegant version of Google Cardboard?

It gives you quick access, no cables and the only experience to operate the model you need is touching the screen with you finger to walk/stop and moving your head to look around.

By using mobile phones and portable glasses you can always have full scale digital model literally in your pocket, and better yet… You can give the portable glasses, link to the model to your investor so he can review it later.

 

 But how to decide what will work best for your property business? AR or VR?

 

Why not have both?

 

 All you need is mobile phone, floor plan or business card, portable glasses and ability to switch between AR and VR.

 

Summary

 

We live now in digital era. Everything is available online, shopping, communication, data storage and processing. So how do you cut through the noise? How do you stand out from the crowd and reach potential clients, engage them – and keep engaged longer than competitors – with your vision, excite them about your products and services and make them come back to your content again?

 

You can create your own 3D business portfolio to carry in your mobile, using your business card as launch marker, so when you give them to potential business partners they can download app themselves and using your own card spread your ideas further – that’s free marketing!

 

You can even give 3D glasses away to go with your card (it’s only £5-15 depends on build) so they can have real scale walkthrough in their own time.

 

And the best part? When you get company to create your digital 2D plans, 3D Model of your concept – it is just step away from Virtual and Augmented Reality.

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