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Marketing Property To The Max

Jul 15, 2008
The property market is currently in serious trouble with house prices dropping by the day and competition to sell homes is severe. There is no longer the spare cash around that there used to be so more people are renting than buying. That said, new developments are still being constructed and this is where you could get a good deal if you were in it for the long haul, holding onto your property until prices pick up again.

New build developers are offering more and more incentives for buyers to take up their properties as opposed to others and this is one area of business that requires a strong marketing ethic above all others. The properties need to stand out as something exceptional, to make people believe that if they go through one particular company, they are going to get so much more for their money than if they went elsewhere. This never happens from sitting back waiting for buyers to come to you. You have to go out and grab them, entice them with simple, visual and monetary things that appeal to the investor.

When it comes to marketing property, the use of CGI is undoubtedly worth every penny a developer might spend on it. We've all seen the papers form an estate agent with written descriptions and dimensions, possibly a plain photo or two. However, it is impossible to glean any sort of atmosphere from this alone. You cannot visualise yourself in the property, gauge the amount of space once furnishings are in place or get any feel for the lighting.

This is where CGI differs to the flat, soul-less advertising of estate agents leaflets. CGI's can be created even before a building is finished and with many developers wishing to sell off plan (before a project is completed) and buyers wanting the cheaper deals that accompany off plan buying, then CGI is a must. They would make very few sales from a floor plan alone or even accompanying photos of a building site!

For those with internet access, and that is most people these days, you can sit in the comfort of your own home and get to take a virtual tour of your next one. You can see how the positioning of different size furniture would work, you can look at the facilities and layout of a kitchen that is to scale and get a real feel for how it would be to stand in that room. You can even get a good grasp of the way the building faces, the way the light falls into it and the surrounding scenery.

CGI is a world away from the marketing methods of the estate agents of old and adds a very realistic extra dimension to your sales technique. It will pay for itself in no time at all and could well mean the difference to a sale or being stuck with that property for the foreseeable.

Developments are rife in London and CGI is often used to allow people to see inside the properties either the way they are now or the way they will be when complete. The Royal Military Academy in Woolwich is being developed by the Durkan Group who intend to create 334 new homes from this listed building. CGI is available for the first 33 apartments and houses available and prices start at 185,000. pounds

Other developments in and around London include 60 exclusive residential apartments and commercial offices on The Broadway in Wimbledon. An exclusive address if ever there was one and one that makes commuting to central London easy. The conversion of an old school in Ecclesbourne has almost sold out of its one and two bedroom apartments and houses, many through the use of CGI marketing.

So, it would seem, all is not lost when it comes to the housing market but competition is fierce and anything that makes a development look better has to be worth the investment.
About the Author
Property expert Catherine Harvey looks at the way merketing is thriving with the use of CGI and how it can benefit the housing market.
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