Design criteria / detailed plan

It should be started with an analysis of the property. Is there a valid detailed plan or would it be necessary to apply for design criteria? They both have the same purpose – they set out what and how we can plan for the property, what is the purpose of land use, layout and size of buildings, architectural, construction and design conditions, etc. All these aspects are the basis for the architect when designing.

 Detailed plans can be found in the register of plans of the respective municipality, or in other words, from Google. If the registered immovable does not have a detailed plan, the process is a bit more time consuming and it is necessary to apply for design criteria. Although it can vary from municipality to municipality, it is not complicated. In most cases, it is sufficient to submit an application through the Building Register (www.ehr.ee) and it is necessary to pay a state fee of € 25.

Terms of reference / mood board

Now that you know how and what can be built, it is useful to map your wishes and needs. When building a home, there are definitely some criteria that could be present in the home. We recommend making a list of them: e.g. the number of bedrooms, the desire for the living room to open onto the terrace or, if there is a desire to work remotely, a home office would be needed. In addition, we recommend creating a mood board. It is quite common that a person has created a visualization of the home of their dreams, and mood board is a tool that helps to better visualize as well as explain their ideas. It can also be a family activity, where you stick the details of your dream home or just pictures of houses and interiors that have previously caught your eye on one piece of paper. Nowadays, it is possible to do all this digitally by uploading images to a folder or taking screenshots. These are very good starting points for the architect, and so the architect is able to give feedback at the first meeting in what form and how it is reasonable to fulfil those wishes.

It is important to find a sympathetic architect whose task is to bring your wishes in line with the design criteria. In addition, the architect’s task is to create a spatial whole: the building must be functional, technically, economically, and aesthetically working, and create harmony with the surrounding environment.

The architect starts the work from the analysis, and after examining the design criteria, he or she goes into a little more detail with the analysis: examines the position of the immovable in relation to the points of the compass, e.g. where it would be wise to place the living room and where the bedroom, how it is possible to connect the building with different communications, what the surrounding environment looks like, how the movement on the property could take place, etc. Then the architect begins with the design.

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Modeling

The first step in 3D visualization is to create a 3D model. In 3D modelling, the input is diagrams and drawings, ideally detailed working drawings. A 3D model is a visual spatial representation of a mathematical equation that takes into account all x, y, z axes. A graphic designer is like a sculptor who shapes forms out of clay. The only difference between a sculptor and a 3D modeler is their tool, the latter doing all this on computer. When creating a high-quality image, the emphasis is on detail. The more detailed and accurate the model, the more photo-realistic the end result will be after rendering.

Rendering

When the 3D model is ready, a photorealistic image, video, or animation is then created from the graphic model, called rendering. Rendering is like taking a picture with a camera, the methods and techniques of the composition are the same. The difference is that the 3D modeler has created the subject and the environment themselves. Rendering is often followed by post-production, which is one-to-one with the photographer’s image processing. When creating a high-quality render, it’s important to choose the right textures, details, camera angles, and light, which creates shadows and gives an idea of spatiality. It is these aspects that bring images to life.

Possibilities of 3d

Product images

Producers are constantly creating and testing new designs, and product development has never been as fast and flexible than it is today. 3D modelling has finally replaced prototyping, saving both time and money. The graphic designer can change the shape, colour, and materials of the model with a few clicks. There is no need to create a real prototype for each new idea. In addition, by creating high-quality 3D images, it is possible to launch products on the market before starting production and get a good overview of market demand and customer wishes, which significantly reduces the risks.

Architectural 3D images of interior, exterior and aero

Static 3D images are the most common form of visualization that can be used to present unbuilt buildings. Architectural 3D images are most often used in the sale of new developments. When choosing a picture, it is important to consider the purpose and strength of the project, and then highlight them in the pictures. If the strength of the property is its location, a 3D image of a bird’s eye view could be created, which would also convey the surrounding environment and location in the urban space. It is just as important to create emotion in the pictures, for example, to depict a family having a picnic in the yard, which allows the potential client to portray him-/herself as the owner of the property in his/her mind.

3D plans and sections

3D plans and sections provide a comprehensive overview of the location and size of the rooms. They help to create an idea of the interior design and present details that 2D drawings cannot convey.

3D animatsion

With the help of 3D animation, we create a complete picture of buildings and the environment as a video image. This allows the observer to be taken for a walk in a building that only exists in the drawings. 3D animation can quickly provide a comprehensive overview of large-scale projects and is a great way to introduce products.

360° panorama

360⁰ panorama is an interactive visual that creates an exciting space experience. With the help of a finger movement, the observer can move around in a virtual 3D model, discover interior details, and create an idea of the space.

The future of 3D modelling: V-ray and AR

The future of 3D visualization involves the intertwining of VR (virtual reality) and AR (augmented reality). They allow you to experience objects in real time and take the design and sale of objects to a whole new level of quality and speed. VR headsets will certainly play an important role in the future, with which all angles of a structure, building, or product can be easily viewed, perceived, enjoyed, and changed as needed in a VR environment.

3D visualization has created tremendous opportunities in a wide variety of fields – from product design to selling real estate. But technical progress certainly does not end here. At the moment, the next big trends seem to be V-ray and AR, which are becoming more available and more affordable. We look forward with excitement to seeing what new opportunities we have with 3D visualization in the future.

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The goal of digital marketing is to generate contacts for brokers, to create an emotion in your potential client, to imagine themselves as the owner of a new, soon-to-be-completed apartment. In order to reach the target group or potential customer, it is important to do digital marketing as planned. Without a plan, there is a high probability that the money will simply be wasted and not reach a large enough number of customers. According to surveys, as many as 92% of customers found their dream home online. Therefore, digital marketing is an important tool for selling new developments in order to find and attract potential customers from billions of people on the web.

Advantages of Digital Marketing Compared to Traditional Advertising:

• Lower costs: Traditional advertising (print and outdoor media, TV and radio) is much more expensive than online advertising. With digital advertising, you can adjust your campaigns on an ongoing basis, which saves you money to reach your target audience.
• Reaching the target group: Compared to traditional advertising, where it is difficult to determine who the ad reaches, digital marketing can target your ad precisely to the target audience: geographical location, age, sex, income, interests, etc. This way you can be sure that the advertisement will definitely reach a potential customer.
• Opportunity to analyse: A big advantage of digital marketing is the ability to collect data and then analyse your course of action. By analysing the advertisement, it is possible to see how many people the advertisement reached and how effective it was, through which channels people reach the website and how many people contact the broker. This gives a good overview of the investment and provides an opportunity to make appropriate adjustments and changes. In the case of print and outdoor advertising, radio and television, it is more difficult, if not impossible, to gather information and make corrections.

The Most Effective Digital Marketing Channels for Real Estate:

• Social media (Instagram, Facebook, LinkedIn)
• Youtube
• Real estate portals
• Blogs

How to Get Started?

Creating a marketing strategy for real estate development starts with mapping a potential customer and analysing the project:

• Who is a potential customer of new development?
• What our potential client values when purchasing real estate?
• What are the strengths of the project that could be important to the potential client (architecture, location, additional benefits)
• Through which channels do we reach the customer?
• How to present your project to people to generate maximum interest?

It is always wise to take a look at competitors too, to analyse their activities and what they could do differently or better themselves.

Branding and Design

For branding and design, it is important to create a holistic visual identity that is reflected in the name, logo, website, social media accounts, and content. We must also not forget online advertising and publications. When creating a design, you need to think about the image of the development and your target group. It is important to identify with the potential client and present the repetitive strengths of the project.

3D Visualizations

Today, it has become the standard that most apartments have found an owner before starting the construction of a new development. This is an important aspect that banks value when financing development. When selling real estate, it is important to grab attention, create emotion, and create an emotional connection. It is good to use warm and light tones to convey positive emotions, to depict a family having a picnic or a mother playing with a child in a photo.

3D images and animations are an important tool for selling real estate to find customers, because they arouse interest in the client and create a clear idea of the end result when the project is still in the early design process.

Animations, virtual tours and 360-degree panoramas have been used more and more recently. Animations and virtual tours make it possible to make flights through buildings, they provide an opportunity to discover and involve a potential customer. The observer is like in a movie where he parks a car, goes to play with child on the playground and then goes home to have a dinner. 360-degree panoramas perfectly convey the spaciousness of the apartment and its interior solutions. They gained popularity during the Covid-19 crisis, when brokers did not have the opportunity to show apartments or organize open days. Since people like to make choices while sitting on the couch at home, this is definitely the direction we are going in today’s digital age.

Website

In today’s digital age, one of the most important tools for sales and marketing is definitely a website. A good website is what creates emotions and makes people interested in getting more information. The website needs a lot of attention because it is the main channel that connects the broker and the potential client. In order to generate interest, the website must have a holistic overall impression and it has to reflect the identity of the project. High-quality visualizations, interactive apartment plans and price tables are important to create emotion. The website must be easy and convenient to use. We must not forget that the website must be mobile-friendly!

If the goal of the website is to generate interest in a potential customer, then the goal of online advertising and website optimization is to direct people to your website.

Website Optimization: Search Engine Optimization

Most people click on results on the first page of Google, and 99% of people don’t visit the following pages. You’ve probably heard of the algorithms used by social media platforms. Google has also developed algorithms that evaluate each website and rank the search results. The goal of SEO is to create the preconditions for organic rise in Google. Website optimization starts with choosing the right keywords, for example Google Trends are a good tool. In addition, SEO makes it possible to obtain data to make marketing corrections.

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