In a rapidly evolving property market, visual communication is key
In today's fast-paced property market, effective communication can make or break a development project. With competition at an all-time high, how can developers convey their vision to attract tenants and stakeholders?
Hortons’ Estate, a family-owned property holdings and development company, has been a cornerstone of the industry since 1892. I recently met with James Slater, who has dedicated 24 years to the company. During our Zoom coffee chat, he shared that in recent years, Hortons’ Estate has shifted its focus towards the industrial sector with both new build and redevelopment/refurbishment opportunities being high on the company’s agenda.
This strategy enables them to provide high-quality commercial environments that cater to evolving market needs.
Revitalising Saxon Way
Acquired in February 2023, Saxon Way is set for a significant redevelopment.
This site includes two existing buildings that once served as a printing shop for Oxford University Press and later as a distribution hub for Joules Clothing. One building has been stripped back to its structural frame and re-clad, breathing new life into the space. Following the acquisition, Hortons’ Estate undertook a comprehensive refurbishment of this building, enhancing its sustainability with solar PV installations and electric vehicle charging points. The second unit, a spacious facility, is being divided and extended to create two smaller units, with ample space on-site for the construction of a new unit.
This project transforms the local landscape while creating new opportunities for businesses.
The Power of Visualisation in a Competitive Property Market
In a competitive property market, conveying your vision effectively can be challenging without visual aids. How can CGI transform your marketing efforts? CGI offers a powerful solution, helping developers like Hortons’ Estate engage with potential tenants and stakeholders from the outset.
James highlighted the difficulty of conveying their vision without visual aids. Relying solely on drawings and specifications often leads to limited understanding and engagement from potential tenants. He believes that marketing materials should be prepared as early as possible to maximise outreach and interest. CGI serves as a tool to bridge this gap, providing a compelling representation of their vision.
CGI images capture attention, especially when marketing off-plan properties. They enabled Hortons’ Estate to promote developments much sooner, opening discussions with interested parties earlier in the process. James noted that CGI not only facilitates communication but also sparks meaningful conversations around the proposed development.
A visual representation significantly enhances comprehension, proving essential in the leasing process.
Resolution Studios delivered photo-realistic images that vividly showcase the Saxon Way development. Collaborating with Align Architecture, we transformed 2D CAD drawings into striking 3D visuals that brought the project to life. This transformation is crucial, as construction professionals may interpret technical drawings, but the general public often struggle to visualise the overall vision.
Our expertise ensured the project was presented in an accessible manner, engaging a broader audience.
Together, we created a striking visual narrative that effectively illustrated Hortons' objectives for the redevelopment.
The Impact of Proactive Marketing
In a competitive property market, visualisation can make all the difference.
Hortons utilised 3D visualisations of their proposed development to market properties well ahead of completion. This proactive strategy attracted potential tenants earlier and sparked interest in the project long before it was physically ready.
James noted that these 3D visuals surpass traditional drawings in conveying concepts, facilitating more productive discussions with stakeholders.
In today's competitive landscape, effective visual communication is essential for standing out and attracting interest.
Investing in high-quality CGI can significantly enhance your development’s marketing efforts. By transforming complex ideas into relatable visuals, you engage a broader audience and streamline communication with potential clients. This strategic approach not only helps secure tenants but also maximises your marketing window.
High-quality visuals create a competitive edge, making your project more appealing to prospective tenants.
Harnessing the Power of CGI
In today's landscape, leveraging CGI is essential for capturing interest and achieving successful project outcomes.
Utilise high-quality CGI to transform complex ideas into relatable visuals. This strategy engages a broader audience and maximises your marketing window, giving your project a competitive edge in securing tenants.
Testimonial
Resolution Studio have produced CGI images and videos for Hortons on a number of developments. They are always good to work with and produce quality images and videos that help realise our vision and aspirations.
[James Slater - Head of Building Surveying and Development, Hortons’ Estate]
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About the Author
Jamie Wilkes has worked as a 3D visualiser and has over 20 years experience working with 3D CAD in the architectural industry. He is now owner and director of Resolution Studios, a 3D visualisation firm based in Halesowen in the West Midlands.
Starting out as an Architectural Technician, Jamie worked on a number of commercial and residential schemes, producing CAD plans, elevations & sections of buildings. After completing his Masters in Digital Architecture Jamie then followed his passion for 3D & took a role as a full time 3D visualiser working mainly in the leisure sector.
Resolution Studios was established by Jamie in 2008 and has since provided 3D visualisations, animations and interactive imagery for planning applications and marketing developments in many sectors throughout the UK and abroad.
Do you want to be making use of the latest tools and technology with your next project, if so then please get in touch and we can see how we can work together.
Email me at jamie.wilkes@resolution-studios.co.uk or 0121 674 40 20
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