Property marketing case study – Kurt Özfıçıcı at Fresh01 on virtual tours, drones, Google glasses and projection mapping
Posted on: June 5, 2014As part of my research into what’s happening (and, more importantly, what’s likely to be happening) in the fast moving world of property and real estate marketing, I spoke to Kurt Özfıçıcı who heads Fresh01 creative digital consultancy http://fresh01.com/. Their property clients include: ATIS Real, BNP Paribas, Lendlease and Bluewater.
Augmented Reality (AR) and virtual tours on mobile apps
“Most people are aware that apps simplify and speed up property searches but not enough property businesses add value to these searches by providing relevant area information such as crime rates and school ratings. Augmented reality (AR) enhances reality via digital content (3-D objects, videos, images, sounds or projected information). This technology works best with an individual click through to social media pages like Facebook, Twitter and YouTube.
Property developers could use the technology to show off properties that have yet to be built, giving consumers a chance to take virtual tours. The technology can also be used to help home buyers decorate their potential house with virtual furniture, a genuine try before you buy model! Virtual walkthrough software is an extremely powerful way of ‘feeding’ the visitor’s imagination and is used by planners, construction companies and architects and can reduce the amount of wasted viewings by 40%.
http://www.virtualviewapp.com/ is one such AR app built specifically for the residential and commercial property sector. It was officially launched in March 2014 and is available on Apple and Android”.
Google Glass walk-throughs
“The Google Glass “smart glasses” have been on sale in the United States since last April. They are used by agents to show overseas clients who are thousands of miles away aspects of a property that they would otherwise not be able to see and also for live video recordings of property viewings.
The Independent reported in January 2014 that agents Aston Chase have already used a property marketing video production company that shoots with Glass to create property marketing materials for a London property. http://www.independent.co.uk/property/property-news-roundup-using-google-glass-to-sell-properties-9074675.html
Steve Reilly of real estate media company VistaBee http://www.vistabee.com/en/ called the tech a “game changer for the industry”. US real estate portal giant, Trulia http://www.trulia.com/ is using both Glass and Geo based Augmented Reality to push the boundaries of property marketing”.
Drone aerial video and stills
“Small, affordable, remote-controlled MultiRotor helicopter drones with image-stablilizing technology provide aerial photography and aerial video as another weapon in the property marketing armoury. They can be deployed for making videos for use in web and viral campaigns, for providing birds-eye view tours and even on the technical side of things providing additional help in inspection surveys”.
Projection mapping
“Images are projected onto a facade at night to show a transformation so the building or hoarding against a new development serves as a giant screen and can place the content in situ. While this concept has been used for some time as street art for guerilla marketing, the 2012 Olympics in London blasted the idea to the world, using projected images of sprinter Usain Bolt on the Houses of Parliament. Ralph Lauren also used this technology during a fashion week to project runway images on the side of a building”.
Watch out for further interviews with property marketing leaders. And get in touch if you have something to share that challenges conventional thinking in property marketing. These and other ideas will form part of my session at the EG Conference Marketing Summit on 26th June 2014 http://www.estatesgazetteevents.com/marketingsummit2014
Related Posts
- Why should a law, accountancy or surveying practice use Twitter?
- Is social media relevant for lawyers, accountants and surveyors?
- Why should lawyers accountants surveyors and other professionals devote time to blogging?
- Digital PR case study – Brecher Solicitors: from food to law to property blogging
- Update on Apps in professional service firms
- Lawyers, agents and media on international communications in real estate
- Professions and Property
- Growing Your Property Partnership
- Media Relations in Property
- Economic update from David Smith (Sunday Times) at the BCO President’s Lunch
- Property marketing case study – John Rushton at Small Back Room: Community, content and customer experience
- Property marketing case study – Will Wright at White Space: Branding and video seeding
- Property marketing case study – Antony Slumbers: a sense of place, experiential marketing and augmented reality
- Property marketing case study: Adam Tinworth on the challenges of on-line communities and content management
- Marketing Information Systems (MkIS) in the professions – An overview
- Property marketing case study – Video at Knight Frank, Berwin Leighton Paisner and Estates Gazette
- Leading a surveyors’ practice – Eight insights into leadership in property
- Perfect Pitches for Property People
- Property marketing case study – CBRE at MIPIM with bears and bulls video and social media
- Property Marketing: Digital or non-digital? (Land Securities)
- Property marketing – To social media or not to social media? (Knight Frank)
- Property Marketing Case Study – The power of brands in B2B and B2C (Cluttons, Workspace and CBRE)
- Property marketing case study – Client and key client relationship management at JLL
- Creativity 6 – Doodling is good
- Property marketing case study – Integrated campaign on farmland value from Savills rural team
- Marketing in a digital world – Conscious Solutions seminar review
- Estates Gazette Property Marketing Summit 2017 – Goals, Digital, Innovation, Content, Video and Experience
- Nine takeaways from the second annual Estates Gazette property marketing summit
- Legal Marketing Case Study – Rix & Kay thought leadership in the later life and care sectors
- Property marketing case study – Key points from the EG property marketing conference 2018
- The psychology of creativity
- Digital marketing qualifications update
- Impact of technology on marketing
- Property marketing: Trends and challenging convention (Summary of EG Property Marketing summit speech)
- Video in the marketing mix – Legal video awards and trends for 2015
- Sign up for the 2nd Estates Gazette Property Marketing Summit
- 10 practical tips for fee and price negotiations
- Creativity 5 – Books on creativity
- Property marketing case studies – Relationship management at DTZ, GVA, JLL, Knight Frank and Savills
- Update on digital marketing and social media in the professions (May 2015)
- Change management in a surveyors’ practice – Bridging the gap between the old and the new
- Search Engine Optimisation SEO – An update
- There’s a real person behind that Persona
Category: Kim's Blog, Marketing, Property, Social Media, Statistics and trends
Tagged: Agents, Apps, AR, Augmented Reality, Communications, Digital Marketing, Digital PR, events, Google Glass, Innovation, International, Marketing, Mobile Marketing, Property, Real estate, Research, Sales tips, Surveyors, Systems, Technology, video
Share This