As the residential market continues to slow across the country, other sectors are to thriving with industrial property seeing both low vacancy rates and significant growth in projects across the country – leading developers to look at how they can invest in innovative technology to help streamline their industrial sales and marketing campaigns.
In a slowing residential market the industrial sector is thriving, experiencing both low vacancy rates and significant growth in projects across the country – leading developers to look at how they can invest in innovative technology to help streamline their industrial sales and marketing campaigns.
Industrial projects of all scopes and sizes are seeing the benefits of implementing 3D technology into their marketing and sales efforts, with major asset owners such as Colliers International, Charter Hall and Qube Holdings using Snaploader as a way to create realistic and interactive 3D models that can be viewed on any device.
In the 3D models, the user can look around the interactive 3D building and floor plan before construction begins and interactively work within the model to see how the space will work for their specific needs.
These features work as a way to mitigate any concerns for future occupiers and fast-track the sales and marketing process.
Australia’s largest infrastructure project, Moorebank Logistics Park (MLP), has used Snaploader to create a 3D model for the entire 243-hectares of project area, including the 850,000 square-meters of warehousing.
Qube Holdings manage the MLP project and recognise just how crucial the 3D models have been throughout the sales and marketing process.
“Typically, the standard marketing assets used when marketing industrial property is print mediums like brochures, signboards and information memorandums,” Qube Holdings communications and marketing director Alison Brandon said.
“We also develop satellite project websites in the pre-lease stage of projects to assist in securing leases.
“However, our marketing assets are now moving away from traditional models and moving toward 3D concept modelling and virtual reality marketing.
Brandon says Qube engaged Snaploader to provide a TouchTable at the sales suite of the Moorebank Logistics Park project in Western Sydney.
The table houses a 3D model of the project along with an application, which includes all digital files of key project information like the masterplan, site plans, location maps and site amenity.
“As Australia’s largest freight infrastructure project, MLP has endless complexities and a masterplan that can change rapidly,” Brandon said.
“That’s why it’s so important that the 3D model and application on the TouchTable can be updated in real-time with new plans and features.
“It’s responsive to our needs and we can adapt presentations and key features for different clients and stakeholders.”
For Qube Holdings, the benefits of the TouchTable and 3D models far outweigh traditional marketing methods – instead the technology is being used as a way to reduce time and cost within the marketing program while also increasing client engagement and project communications.
“The TouchTable is a great way of having informal meetings and improving client engagement,” Brandon said.
“Our clients enjoy interacting with the various features on the table and the ability to email and send documentation immediately via the application improves customer feedback and streamlines the internal and external project communications.”
“Clients have also given us feedback that the interactive 3D model has allowed them to visualise exactly how their business would work within the Moorebank Logistics Park project – a feature that is not available with traditional marketing methods.
“We also tend to revert to the TouchTable and 3D model as the first point of call for any project updates. We don’t have to wait weeks for new brochures to print or make manual changes to marketing material – instead, changes can be made directly to the model and it is always kept up-to-date.”
It’s not just Australia’s largest industrial projects that are benefitting from the use of 3D technology in their marketing, with Strand Estates using it in multi-unit complexes, both new and existing, throughout New South Wales and Queensland.
“Traditionally there is a hierarchy of marketing assets that are used in industrial property, and it revolves mostly around print marketing – like large affixed leasing boards, brochures and newsletters,” Strand Estates director David Walker said.
“We are also using print advertising, which tends to promote the agent more than the individual properties. However, with the advent of technology in marketing, we are moving more toward interactive models and they have quickly become so crucial to my projects that I wouldn’t implement a marketing campaign without them.”
“The Snaploader 3D models offered our projects the ability to maximise our points of difference, as well as providing high-quality modelling, speed, ease of use and adaptability on mobile platforms.
“It’s a cutting edge technology that allows our properties to stand out with a big point of difference.
“People have commented to us on the ease of use of the Snaploader modelling and its unique ability to provide a 3D view of an entire project.
“The modelling also includes palette, furniture and racking options to aid buyers/tenants in their decision making when choosing a property.
“The platform is quickly becoming an industry standard when it comes to marketing all forms of real estate.”
Interestingly, the Snaploader 3D models allow users to drag and drop 3D pallet racking, forklifts, truck containers and other project aspects that are tailored to industrial properties onto the 3D floor plan – making it highly customisable for a buyer or tenants specific needs as a business.
The models are also accepted on major real-estate portals, and will be viewable directly from the portals.
This ensures that the 3D models can be integrated with every facet of the digital marketing campaign and will be able to sit seamlessly within real-estate listings, satellite websites and most online marketing collateral.
For marketing industrial properties, it is clear that 3D models are quickly becoming best-practice as projects of all sizes and scopes continue reaping the benefits of the technology.
Snaploader’s frictionless 3D visualisations represent a minimal investment for an industrial property marketing campaign, and the interaction and engagement with the platform has been crucial for many developers looking to fast-track the leasing or sales process.
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