How to Capture and Showcase a Building for Property Marketing

The saying “a picture paints a thousand words” has never been more appropriate when it comes to showcasing a property. The greatest creative writers in the world cannot describe a building as vividly and accurately as a visual showcase of a space.

To successfully capture a building, property professionals are using a number of photography solutions. These include a mix of architectural and commercial photography, videography and virtual tours. These solutions benefit the stakeholders of the property, the designers of the property and the interested parties of the property such as buyers and renters.

To have a competitive edge in a flooded market, it has become necessary to provide rich, visual content that communicates a property, and its features, effectively and in its truest form.

Discover the types of content used to showcase a building for property marketing below:

Matterport 3D Virtual Tours

Matterport is a highly sophisticated 3D camera technology used to create state-of-the-art virtual tours for real estate, hotels, venues, retail spaces, arenas and much more. They are created through a series of 360 degree scans that are stitched together to generate a digital 3D representation of the property.

These 3D virtual tours allow users to be transported into any built space from anywhere in the world. Users can freely tour the building on mobile, tablet and desktop and even feel they are in the space through VR capabilities.

With Matterport tours, a property can be viewed from any angle in full 360 degrees. In addition to walking through a property, tours also offer amazing functionality such as taking measurements and delivering rich visual and informative content through in-tour content tags. Furthermore, from a marketing perspective, you can automatically generate promo videos, 4K print quality photos, schematic floor plans, OBJ files, point clouds, and more, all from a single scan and tour.

Matterport 3D virtual tours are being used across the AEC industry for various purposes. From real estate marketing, to site inspections, to tourism and for eCommerce.

Useful articles:
Top 3 Types of Virtual Tours used in Property Marketing

3D Virtual Tours in Tourism: How to Attract Visitors During Lockdown.

How 3D Virtual Tours are Keeping Irish Real Estate Moving

Drone Photography & Videography

Drone photography and videography involves capturing a building and its surrounding environment from an aerial viewpoint.

Drones are used across the AEC sector for a variety of reasons. In recent years they have become a standard tool for commercial and residential real estate marketing, site / building inspections & maintenance, mapping, and surveying and for 3D point-cloud modelling.

When it comes to selling or leasing property, the most obvious application of drone technology is in its marketing potential. Aerial footage can tell a story and create engaging media including promotional videos, brochure and print material and online content.

Drones are also increasingly being adopted to help with the management and maintenance of property and construction sites. Drones simplify tasks such as roofing inspections, (HVAC) inspections and to assess car parks, pavement conditions and help locate stress cracks. Remote inspections are typically faster than conventional methods and minimise disruption without sacrificing accuracy.

Drones can also be used to create accurate 3D models by combining drone images, geo-referenced GPS coordinates, and altitude data into advanced technology and AI. These digital 3D models can then be used for data analysis and to create 3D planning and marketing renders.

Architectural Photography

Great architectural photography is not just about the visual. It combines both architecture and photography to evoke emotion and a sensorial experience of a building’s exterior and interior to the viewer.

As a building cannot convey emotions like human beings, architectural photographers need to set emotive moods using ambient light to satisfy the designer’s perspective as well as the user’s understanding. They need to convey the story behind the design.

Where architectural photography differs from commercial photography is the expertise behind the pre-planning and storyboarding of a project prior to the actual shoot. This includes test trials and research on the styling and framing on each photograph to ensure the designer’s vision is captured. Of course, the person behind the lens plays a pivotal role also!

Architectural photography showcasing distinct design features of a building.
Architectural photography showcasing distinct design features of a building.

Commercial Photography & Videography

Commercial photography and videography are most common in the real estate and commercial offices sector. It allows designers and real-estate agents to showcase their most high profile projects and to market their newly built schemes.

The content is used to create marketing materials such as brochures, promotional videos, advertisements, press releases, websites and to push high-value content on social media that is tailored to stand out in a flooded market.

Professional photographers use a range of techniques to present a space in its most desirable form for the designer and the end-viewer.

Commercial photography of Highfield Park student accommodation, Dublin.
Commercial photography of Highfield Park student accommodation, Dublin.

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