(article previously published in January 2014)
The value of architectural animation
It is widely believed that architectural animation is not only whorish, but also expensive.
We will explain how, in reality, it is just the opposite.
We have started this article in this aggressive way, because the cost of this type of infoarchitecture service is related to its duration. That is to say, the longer the animation time, the higher the cost.
I do not like to speak in terms of cost as experience has shown me that it is the best investment a real estate developer can make.
The value of architectural animation
In a world in which people read less and less and appreciate audiovisual content more and more, infoarchitecture animation acquires an unbeatable value.
The end customer, with very little effort, voraciously attends to this type of content.
You have to put yourself in his shoes: he is interested in mortgaging for life on a “product” that does not yet exist.
You, the promoter, must give them enough confidence to take the most important step of their life. Animation is the most efficient mechanism to achieve this goal.
The buyer’s eagerness to find his ideal apartment, plays in favor of the sale, of the promoter. But this fact is obviously not enough.
You have to seduce the customer. And animation is the best tool. It enters through the eyes but goes to the buyer’s brain. It activates the chemistry of desire. The dreaminess and magic they produce is priceless.
It is very labor-intensive
Of all the services that an infoarchitecture company can offer (and there are few that do),
is the one that requires the most resources of all kinds.
Without going into too much detail, it requires meticulous planning, a script that makes you fall in love, maximum image quality, an enormous personal effort, many hours of computer calculations and, normally, all of this in a very limited amount of time for its realization.
Just one example :
to make one second of animation, 25 images are needed.
Consequently, to make 1 minute of animation : 1,500 images.
For a 3-minute video, 4,500 images.
As the scenes are complex, each image may cost, just to calculate, more than 1 hour. I will not keep multiplying.
Then you have to post produce all the images and make the final montage with the music.
The result is worth the effort, but the effort is maximum.
I didn’t want to overwhelm you with figures, but you have to know what things cost to value them fairly.
It is the most effective tool
With more than 30 years of experience, we are able to say the following:
The use of architectural animation as an ally in the sales process is the most profitable and effective decision a real estate developer can make. There is no doubt about it.
Not only will it shorten the sales process, but you, the one in charge of selling, will enjoy it.
Your company brand will increase in value, you will brag about your project long before you lay the first stone and, most importantly,
you will see how the results exceed your best expectations.