To run a successful business, architects need to know how to engage customers at all stages of their journey – from the awareness stage to project approval.
And to do that, they need powerful visual tools. Traditional means, such as drawings, sketches, and photographs, are of little help here.
Even the most skilled and talented architecture specialists would have a hard time keeping their potential customers’ attention and winning their loyalty with projects.
Photography can help, but its power is limited. Using project photos as marketing or presentation materials makes sense if the project is already completed.
But what if the best works are still under construction or exist in the drawings at the moment?
This is where 3D architectural visualization comes in. CGI renderings of projects can help architects communicate with potential clients effectively at all stages of their journey.
CGI allows you to maintain interest and increase motivation to cooperate with an architecture professional from the initial contact until the moment of signing the contract. As well?
Let’s explore five ways in which 3D renderings help architecture experts get leads and turn them into grateful customers!
# 1 Getting potential customers’ attention with compelling ads
In the early stage of the journey, potential customers are unaware of a particular architect’s services. Maybe they haven’t even looked for one yet. But they have a problem they are starting to think about – for example, renovating their home or building a new one on the land they just bought.
It is at this point that the professional architecture needs to get your attention with attractive ads.
Digital renderings can be of great help here. CGI is a perfect option for obtaining visuals for any advertisement. Displaying realistic 3D images of architectural designs can serve as excellent content for professional social media profiles and a landing page.
They can also create impressive offline advertisements in print media, such as brochures and magazines, for city banners, leaflets, etc.
Photorealistic renderings allow you to display the finished properties and the expected results of the projects that are still in the development and planning phase.
These advertising materials help to consolidate the brand in potential customers’ minds and significantly improve business opportunities for an architecture specialist.
# 2 Illustrating professional portfolio skills
When prospects are already aware of the architect’s services, they move on to the assessment stage. They want to know as much as possible about the specialist and his competence.
So, after a potential customer sees the attractive ads and is interested, the next thing to do is visit the professional’s website to check their portfolio. And digital renderings can help to impress them at this stage.
A complete portfolio offers a comprehensive understanding of the architect’s skills and areas of expertise.
For example, if clients are looking for a professional who can masterfully design a “traditional farm” or a “Tudor style” house, they would like to see works in a style similar to that created by an architect before.
But it may happen that an architecture specialist is working on a necessary type of project that has not yet been completed. Digital images can prove the skills of an expert in this case.
It allows an architecture professional to fill their portfolio with CG renderings that show the expected results of all the projects they specialize in, even if they are not yet finished.
Thus, the potential customer will see that this expert is the true master of his craft.
# 3 Contributing to the project’s development phase
After the prospect has made sure that the architecture expert is an experienced professional, he wants to see what the architect can offer specifically for his project.
And if an architect presents the offer with the contribution of projects, no one can guarantee that customers will understand his idea until he, the architect, shows it clearly.
People cannot easily understand sketches and drawings without an architectural background.
Therefore, with these materials, architects may have their ideas rejected. The client may decide to consider other offers, which means that the architect can miss a vital business opportunity.
3D renderings can help prevent this result. They allow an architect to show all ideas clearly in CG images and videos that look completely real.
Therefore, the customer will be able to see and understand all aspects of the project easily.
The renderings clearly show all the exterior or interior design characteristics, so that the customer does not miss a single point of sale of the future home.
# 4 Resolving disputes with CGI effectiveness
After an architecture expert shows the offer, it’s time to proceed to the negotiation stage.
Now that the customer has seen what the property will look like, he may have some objections about the solutions offered, the budget, and other terms of the contract.
Reaching a satisfactory conclusion between the client and the architect can be challenging at this stage.
But 3D renderings make it a lot easier, helping the architect deal with all customer objections and resolve misunderstandings. As well? We will see:
It turns out that an owner has certain requirements that don’t work well and insist that they must be brought to life.
But when the building is ready, and the owner realizes the consequences of his decision, they will quickly blame the architect for the disappointment.
To avoid this, an expert can show them real photographic renderings of the expected result in advance, so they can change their mind before it’s too late.
Another case is when a client hesitates to choose an architecture solution, which slows down the work.
In this situation, the architecture specialist can show you a CGI with several design options. This makes it easier for the customer to select the best one.
This is how 3D rendering helps to resolve disputes that arise during the development of the project.
# 5 Strengthening the final presentation of the project
Presenting the final design is an essential step here. To make it a success, an architecture professional can order renderings that show the future home in all its splendor.
The CGI allows you to show the future residence from various points of view, such as close-ups, photos and panoramic views.
In addition, a presentation may contain a digital animation showing the exterior of the project at different stations and times of the day.
You can even include an interactive virtual tour to show all aspects of interior design.
Thus, even a demanding customer will be impressed by a project displayed through well-made digital visuals.
3D renderings are ideal for winning over customers and influencing potential customers.
They help to create eye-catching marketing materials, demonstrate the architect’s experience and easily convey design ideas to owners.
They are also useful in resolving project-related disputes. In addition, the digital visual helps to make a final presentation breathtaking.
10 essential habits of successful architects
# 1 Sketch
Draw by hand. I know that our desks are getting smaller and more crowded with computer monitors, but I think there is space to sketch. This is an essential communication skill.
I admit that my drawing was out of practice, but it is something that I always strive to do more. Sketching is the quickest way to express an idea. I have been in meetings with clients and had colleagues who started to draw, much to the client’s admiration.
Everyone, from customers to construction managers, expects us to be proficient and talented in designing. That’s what they think we do, so let’s improve and do more.
# 2 Brotherhood
Share knowledge. If not, who will? This profession is evolving, and we have to protect our interests because no one else will.
Give back to the next generation of architects. Go to your company’s career fairs. When possible, get involved in student learning. There is something about the meeting with the students that re-energizes the almost tired perspective of the profession. Their enthusiasm and talent are often contagious.
# 3 Dealing with criticism
Let go of the ego. All creative professions are susceptible to criticism. Make the project a top priority. It is best to divorce an idea so that you are not personally offended.
Also, practice criticism so that criticism improves intention. The board must help or add value. Give “whys” and suggestions.
# 4 Read
Read technical magazines and design magazines: the content of each one strengthens the other. I firmly believe that the more technical, the better the designer.
And read other magazines too. I like Forbes (realizing that there are never billionaire architects), Fast Company (many business parallels), and National Geographic (to see what I miss in life because I don’t have time).
# 5 Get out of the office
Get on the field. Manage a building. Glimpse the details of the project in the area. The construction site brings many experiences.
There is nothing more rewarding than seeing your drawings come to life. There are countless benefits of being there, watching your work: absorbing vitamin D, cap hair, safety glasses, tripping hazards, and … uh hum … learning from our mistakes … lol.
# 6 Listen
Put yourself in the user’s shoes. I have heard many architects say things like “my building …” It is not your building unless you own it. We are still providers of a service, and we cannot fall into the trap of thinking that the projects are “ours.” Successful architects HEAR customers and can feel the needs of users.
# 7 Consult your consultants
Ask them for advice, and don’t just tell them what to do. They have experience and also want to take ownership of the project. They have innovative ideas, and sometimes they need to ask for their thoughts to achieve the desired intention.
# 8 Think
Develop your style (or not style). Design is not about copying or attracting attractive pieces from other buildings in magazines together in your project. Let the system come from the website, the customer, and the specific requirements of the program.
Stop worrying about what all the other architects are doing. The innovation will come from really solving the problem at hand, and not forcing answers to different (or nonexistent) problems. Tell the story of your project, not the others.
# 9 Be bold
Sometimes, we are too afraid to speak. I found that our opinions are more important than we think.
Professionals should not be passive. Be sincere. Provide feedback, share knowledge, advise your customers, and solve problems.
# 10 Have a life outside of work
Don’t just live with architects. We are a strange and mysterious group… .rsrs