The images for a real estate development must…

undoubtedly, they must excite, without any doubt, they must excite

(article previously published in January 2014)

Normally, the criterion that governs a promoter is another: to explain.

You want these images to help you explain your project to the interested party. The only tools you have at your disposal are the plans and their verbal explanation. For this reason, they need at least an image of what does not exist.

I have said it on other occasions, but it is worth repeating. The promoter, when he is in “sales mode” has to think that in front of him is a potential customer willing to make the biggest investment of his life. You, or the person in charge of sales, must never forget the situation of that potential customer.

Emotion vs. data

All human decisions are made emotionally, I insist, all of them.

In order to take it definitively, we will need data: cost, delivery schedule, qualities of the apartment, financing, deposit for the reservation, area in which it is located, etc.

However, all these data will be irrelevant to the decision if we do not first provoke something fundamental in our interlocutor: desire. That difficult-to-measure reaction that drives us forward. It is essential that, from the very first moment, the promoter manages to activate that reaction. And that, I assure you, is not achieved with data, it is achieved with images or, better yet, with a film of your project.

If you manage to excite that person who has shown interest in your apartment, you will have 75% of the sale done.

But, if you don’t excite him, you’ll have nothing.

The right process to achieve memorable images

For this reason, the images of a real estate development must, in this order :

Excite. Increase the customer’s initial expectation.
Activate the brain chemistry that triggers desire.
Predispose you positively to the data
Help explain your project

With this order, the sales process will be effective.

QUALITY, QUALITY, ...QUALITY

Of course, the vast majority of people do not understand the technical drawings of an architectural project. You have to make it easier to understand. That’s why images make it easier.

But that if, those images have to be of a very high quality.. If you have made the decision to order an exterior view of your building just to explain your project, you are missing an opportunity.

Quality images perform this dual function: to excite and to explain. Check the images you ordered before, did they fulfill this double function? no? Let me be clear: they were not effective.

Look for the optimization of your resources. If necessary, order several images. You won’t regret it.

If you want to see what they really must do in sales terms, start here.

I don't expect you to share it, but I'd like to be wrong.

I don't expect you to share it,

but I would like to be wrong.