Going Virtual

New technology provides a tool for commercial developers, architects and brokers

By Allie Bell

Technology is everywhere. Nowadays, people can go online and build a custom car — changing colors, adding options, switching out rims and much more. This type of 3D, custom technology is quickly spreading into the real estate industry.

Digital Simulation
Prior to the 1990s, rendering illustrations throughout the real estate industry were presented in a hand-drawn format, which came from architectural firms that had in-house artists who would create a hand-drawn or sketched watercolor, dreamy-type rendering. These dreamy landscapes were far from specific, which is what tenants and municipalities needed in order buy into the development or to approve planning and zoning. With the emergence of computer technology and software for 3D modeling, architectural firms, brokers and developers are catching on to the benefits of 3D imagery.

A principal and founder of VisionScape Imagery, Eddie Font, realized the potential and benefit of using 3D modeling throughout the real estate industry. With a background in architecture, Font teamed up with his engineering brother to create a “visualization firm,” which would provide several 3D modeling services such as Architectural Illustration, Visual Simulation and Terrain Modeling.

Architectural Illustration creates photo-realistic 3D images, which eliminate the subjective interpretation watercolor renderings may leave, and can be used in all stages of development. Visual Simulation is an ideal service for the planning an approval process, depicting before and after images of a proposed project that simulate the visual impact on the surrounding environment. For the Visual Simulation service, VisionScape Imagery merges surveyed site photography with accurate 3D modeling and GPS data to create the visual simulation for the industry to use in environmental impact documents, and when addressing project review boards and citizen groups. Terrain Modeling utilizes natural and finished grade elevations to generate a graphical model of the terrain. Using this model, developers can analyze the opportunities and constraints present, as well as study the cut and fill strategies of a site.

“Looking back, when I began working in the industry for a developer,” Font says, “90 to 95 percent (of illustrations) used in the late ’80s and ’90s were not computer-based imagery. The five to 10 percent that was computer-based was horrible. Worse than the amateur ones you see today. ... Today, I would say that 60 percent is computer-based imagery, with only 40 percent being hand-drawn renderings. However, every time I see a Wall Street Journal or OC Metro magazine with a rendering, most of those that can afford to publish are using photo-realistic visual simulations. That’s how I’m convinced that’s where everyone is moving — toward more photo-realism.”

The result is that more commercial developers and brokers are wanting to show a depiction of the project rather than a dreamy sketch.

“We’re getting spoiled,” Font says. “The community wants to see what (a project) is really going to look like. ... Cities, along with sales and marketing, want to have the pretty picture instead of a watercolor architectural illustration that shows photo-realistic, mature landscaped and life — a peopled lifestyle look and feel.”

Digital Sales and Leasing
Along with visual simulation, marketing agents and brokers in the real estate industry are tuning into Digital Sales Office modules (DSO), much like the ones Visuart provides. Visuart’s DSO modules allow customers to pour all their 3D renderings, visualization and animations, real photos, virtual tours, video, renderings, plans and elevations into a database the feeds both kiosk and online environments simultaneously. With a single point of data entry, clients are able to manage all of their sales and marketing communication needs.

With DSOs, prospective tenants can view available space and review details such as advertising placements and proposed tenant improvements. Visuart’s database information for its DSOs is updated in real time, allowing other users accessing the same information to see changes immediately.

“In the real estate industry, presentation is of undeniable importance,” says Kelley Padrick, creative director for Visuart. “The ability to present a property in a rich, informative and interactive manner can result in tangible benefits such as higher productivity, faster sales conversions and increased revenue.”

Considering the multiple uses and efficiency of technology today, the real estate industry can expect to see more 3D imagery and real-time multimedia from outdoor billboards to online ones, at small and large conventions, developing street corners — pretty much anywhere people live, work and play.

visionscapeimagery.com
www.visuart.com