February 7, 2022

According to a 2019 study from Edelman, 81 per cent of consumers need to trust the brand before they buy their products.

What’s even more interesting is that the percentage of consumers that felt this way was similar across a variety of global markets, demographics, and income groups. This just means that without branding, your project is doomed. But before we go deeper into our discussion, let’s review what project branding actually is: Brand A brand is the idea or perception that a consumer has in mind when they think of your project in both the practical and emotional way and what separates your project from another. This signifies two things:

First, how your project makes consumers feel is just as important (or maybe even more) as to how they think of its physical quality. So not only does the world-class amenities matter but also whether buying your apartment truly symbolises their success and class.

This makes sense with research showing that 90% of our purchase decisions are being made subconsciously. We buy with our heart, then justify with the mind.

Second, your brand is what makes you and your project unique. There are over 4,000 property developers across Australia today but there’s only one Blackburne, Meriton, and Deicorp.

Branding

Branding is everything you do to shape this image in buyers’ minds from the logo and font style to marketing and customer service. It’s your strategy that helps consumers immediately recognise your brand and see the solution it provides to their pain over competitors’ by clearly and consistently conveying what your brand is and not. The goal of branding is to make sure your project is aligned with this image or promise so you can attract and retain your target buyers.

In the simplest terms, a project is what you sell, a brand is the perceived image of your project, and branding is the strategy to create that image.

Here are our top three tips to help you set the trajectory of your branding journey on the right track:

1. Define your target market

Wellness Real Estate was already worth a staggering $275 billion in 2020. This signified a 22.1 per cent growth from 2019 levels. The market has maintained the highest growth rate in the wellness economy both before and during the pandemic.

Why? Because it solves a pain.

With research showing that our homes, environment, and community can influence up to 90% of our health outcomes and COVID-19 reinforcing our mortality more than ever, it satisfies the growing demand from conscious consumers for healthier built homes.

You need to understand that addressing prominent market problems is the only way you can build something desirable. Understanding your target market and their needs is key to nailing the mark across design, construction, and branding.

2. Be part of the process

A McKinsey study found that 97% of executives believe poor alignment across stakeholders impacts a project’s outcome.Additionally, a Salesforce report found that 86% of employees surveyed felt that a lack of collaboration and ineffective communication were responsible for workplace failures..

Delegate but don’t abdicate. Whilst you specialise in bricks-and-mortar, no one can articulate your vision better than you. The marketing team, whether in-house or outsourced, needs your leadership to hit the mark. This will also make all stakeholders accountable.

And whilst your project is top-notch, keep in mind that it won’t matter if no one knows who you are and what you can bring to the table.

3. Consistency is key

Did you know?

Consistent branding across every platform can increase your revenue by up to 30%. 90% of consumers expect that their experience with a brand will be similar across all platforms and devices.

And whilst it only takes 10 seconds for consumers to form a first impression towards a brand logo, it takes 5-7 impressions for consumers to recognise the logo.

Nobody wants to buy what they don’t understand. You need to be clear and consistent in your messaging across every online and offline strategy you implement.

Final Words

Your brand gives you a massive opportunity to tell the story of your project and the only way you can make it one for the books is if you are honest, consistent, and relevant.

Pixel Focus works collaboratively with Campaign Focus to strengthen your brand by translating your vision to life through ultra realistic 3D imagery. If you have any project you would like to discuss, just call us on 08 6262 4047 or email us at: info@pixelfocus.com.au

July 26, 2021

PIXEL FOCUS

Top 3 styles of a render that generates leads

Hi ,

As the popular saying goes, a picture paints a thousand words. The power and influence of beautifully crafted and executed renders make all the difference. It observes the practice of “Show, Don’t Tell.” whilst influencing your sales which accounts for nearly 50% to 60% of someone’s decision to proceed further.

In this post, we discuss the top 3 styles of renders that generate the most leads. Property marketing is a competitive space, and crafting exquisite renders is an artful expression of the developer’s vision. We took a chance to sit down and chat with one of Australia’s leading CGI specialists Spiro Politis, the owner of Campaign Focus — a property exclusive advertising and marketing agency, and Pixel Focus – a 3D architectural visualisation studio, to talk about renders. They have single handedly marketed over a billion dollars worth of projects with clients in Australia, Asia, and Europe.

Top 3 Styles of Renders that Generate the Most Leads

Mood and emotion are imperative when creating a render to help sell a project. Just like a photographer would set up the lighting before a shoot, renders need to incorporate lighting as a window into the project’s soul. Capturing the sunlight and ambient lighting creates mood and energy to replicate a fantasia of the real world. Lighting is artistry. And that is why composition and depth of field all help enrich the realism of materials, textures, whilst plants are key to making renders photorealistic. Here are the top 3 styles of renders that generate the most leads:

1. Sunset/late afternoon

There is something melodic about the way humans connect with sunsets and this photorealistic image transports the buyer into a romantic, dreamy afternoon scene by creating desire. It casts a warm glow over the room’s hues and accentuates glassy and shiny surfaces with dazzling accents. Together with burnt yellow colors on directly lit areas, the long and soft shadows are some distinguishing characteristics of a sunset atmosphere. At this time of day, most items exposed to the sun’s rays appear to have a “rim” of burned yellow color that spreads to brighter yellow colours. The overall atmosphere is also relatively darker due to its low intensity. This mystery is alluring and is often a winner in lead generation.

2. Interior evening with mood lighting

The richness of evening renders transports buyers into a magnetic world of possibilities. Look closely and you can observe how the designer thought about artificial lighting. The first type of lighting is ambient, or general lighting, which is given by chandeliers and the soft pulse of ceiling lights. Then there’s task lighting, which is provided by smaller, frequently adjusted bulbs, which illuminates specific locations like desks, vanities and reading nooks – drawing us into an intimate world. Finally, there’s accent lighting, which includes uplights, wall sconces, niche lights and candlelight. These fittings are visible in a photorealistic evening interior rendering, which divides the rooms into functional divisions. It also shows the many properties of light, such as whether it is bright or warm, white or colored, direct or dispersed. This helps your buyers visualise space and how to utilise the room.

3. Dusk external shots with interior lights on

Exterior dusk shots with radiating interior lights sell. Exterior renders celebrate the architectural triumph of a project’s vision and is often the hero image used across marketing assets. So when developing an external render, it is vital to consider how light behaves in the real world, including how it lights, casts shadows, and reflects various objects and surfaces. Without darkness, light cannot flourish – poetic yet true. Simply applying a filter will not be enough to capture the building’s appearance at nightfall with all of the external lights turned on. FINAL WORDS: Finding the right specialist to bring your project to life cannot be underestimated. Working across multiple time zones and continents, we have seen first hand how developers can get access to a larger talent pool if they’re willing to explore possibilities beyond their own city.

Campaign Focus was founded by Spiro Politis in 1991, whilst Pixel Focus has been in the industry for over 15 years. With its specialisation in both advertising and architectural visualisation, clients get the renders and flythroughs as well as the full advertising and branding campaigns out of the same office.