We’ll show you how to give your property marketing campaign a massive boost simply by choosing the right balance of camera angles.
When implementing your property marketing campaign you’ll undoubtedly need to use your 3d renders across multiple different platforms. Unfortunately its not a one size fits all scenario and choosing the right renders for each platform can provide a huge performance boost to your campaign. In this article we’ll run you through the best type of renders to use for each marketing platform and how to choose the right balance of camera angles to optimise the performance of your campaign.
Lets start by identifying the two essential types of camera angles you will need:
1. Wide Angle Full Shots
2. Close-up Detail Vignette Shots
For exterior images this is known as the ‘Hero Shot’. It is typically shot with a wide angle lens (16-35mm) and is taken from quite a distance from the building. It shows the whole building from its most complimentary and impressive perspective. All property marketing campaigns should include at least one of these.
Exterior wide angle full shots can be used on any marketing platform as they are visually appealing, emotive and exciting (if created properly).
For interior images the wide angle full shot is not quite as interesting or impressive. It is used more as a ‘descriptive’ image which shows the potential buyer an entire space. It is typically shot with a wide angle lens (16-28mm) from the very back corner of the room. Although they can be useful, usually these wide angle, back of the room shots are often associated with amateur photographers taking quick real estate snaps for use on realestate.com.au or domain.com.au and therefore don’t portray a level of sophistication and quality that is desirable for higher end property.
Whilst being great descriptive images which quickly and easily show potential buyers the layout of a space, they aren’t suited to certain uses where a more emotive and eye catching image is required…. like instagram, facebook or print ads for example. But more on that later…
Interior wide angle shots should be used on realestate websites and as secondary marketing images that provide more information to a potential buyer who has already been attracted to the project by the more emotive hero, detail and vignette style imagery.
The reasons that interior wide angle full shots don’t work well as primary emotive marketing images are:
1. They are too busy. Squeezing the kitchen, living, dining and alfresco space into one image creates a feeling of clutter and confusion. The viewer is not sure where to look. One of the key elements of good composition is simplicity. Successful images have one single focal point, a hero. They tell a visual story about that hero. But when there is too much going on in an image, the viewer doesn’t know where to look and loses interest within a fraction of a second.
2. Distortion. Wide angle lenses that are needed in order to fit the entire room into the frame create distortion and the edges of the image appear stretched and out of proportion which is not visually appealing.
So while the interior wide angle shot certainly has its place and can be a valuable asset, it will not achieve good results on platforms such as instagram, facebook and print advertising. This is because on those mediums people are conditioned to quickly flip or scroll past any images that don’t immediately catch their eye.
The interior wide angle shot is better suited to being a secondary image that is used to provide a better understanding of the project AFTER a potential buyer has been lured in by a more emotive and exciting image. Interior wide angle shots can be used as supporting images on a website or brochure and on real estate websites.
A ‘vignette’, ‘detail shot’ or ‘close-up shot’ is a tighter angle typically shot with a longer lens (35-150mm). They are carefully composed and provide a more ‘curated’ view of the architecture. They focus on specific design details and features. These are the sorts of shots you would see in a magazine. They are aspirational and emotive – they make people dream of living in that space (and buying it). The number one influencing factor in sales is emotion. These are images that are carefully created to provide an emotional response in the viewer.
They key to creating valuable vignettes is to focus on incorporating the unique elements of your design which would be considered as key selling points. These are the details that potential buyers are interested in and that create a feeling of ‘wow… I want that’. Things like designer fixtures/fittings, stone walls, fireplaces, freestanding baths, kitchen benchtops and cabinetry design.
Go through your design and identify these key selling points. You should be looking to create a render which features one or more of them in a magazine editorial style vignette. These are the types of images you need to use on social media, in print ads, brochures, signage and the project website. These are the images that are shareable and will create a buzz around your project.
Detail shots of the exterior are great for showing off specific architectural elements in a more interesting and compelling way. They often highlight the materiality and textural qualities of a design or unique outdoor spaces. Exterior detail shots also work well on social media, print ads, brochures etc.
Now that we have covered the two essential types of 3d renders you’ll need for you property marketing campaign, lets discuss the various marketing platforms and which type of render is best suited to each.
Here are the 5 platforms we’ll focus on. There are certainly more out there but these are the most common:
1. Your Project Website 2. Instagram 3. Facebook 4. Brochures (digital & print) 5. Print Ads (magazines & newspapers)
This is a website dedicated to your project. It should be on-brand and designed for your target audience. It should include the 3d renders and any animation/films, floor plans, lifestyle shots and information on the location and facilities etc.
You should use all of the renders on the project website. BUT….. you should use the external hero shot or any of the interior vignettes as your key landing page images….. not the wide angle interiors.
Instagram is brilliant for property marketing. Its highly visual and content is easily shared. Successful content on instagram is primarily high quality images and videos. So in order for your 3d renders to have any impact here they will need to be well composed, attention grabbing, eye pleasing and interesting. Close-up detail vignette shots will significantly outperform the other camera angle styles here.
Humans have become incredibly talented and subconsciously skilled at liking well composed and interesting images and disliking badly composed, confusing or boring images. So anything that is not up to scratch from a compositional standpoint will basically be ignored on visually based platforms like instagram.
Facebook posts with images see 2.3 times more engagement than those without images. And the quality of the images will greatly impact how often the post is shared and liked.
Similar to instagram, to increase the performance of your facebook posts use an external hero shot and interior close-up vignettes.
Similar to your project website, print brochures should be carefully designed so that they are on-brand and appeal to your target audience. A balanced mix of hero shots, close-up vignettes and wide angle interiors will perform best here.
The hero shot and vignettes should be used for full page spreads and any wide angle interiors can be used as secondary images to provide more information to interested buyers.
For print ads in magazines and brochures you will achieve far greater results if you use a hero shot or a vignette. Especially in magazines which are filled with high quality editorial style photography, you must use a render that is of similar quality otherwise your target audience will turn the page without even glancing twice at your ad.
This is where its vitally important to use high quality renders and anything that is substandard could end up giving you negative associations to the campaign and your brand.
If you do plan to use magazines as part of your campaign, its important to plan to have at least 1 really high quality hero or vignette render that is cropped to the magazines A4 size.
Step 1 – create a plan for which marketing platforms you intend to use for your campaign. Analyse your target audience to understand which platforms they use most and what sort of imagery appeals to them.
Step 2 – identify all the unique selling points of your design and communicate those as well as your overall marketing plan to your rendering studio of choice.
Step 3 – at Harp (and hopefully most good rendering studios) we analyse your design and marketing strategy and create multiple camera angle options for each space you need a render from. These options typically include a mix of wide angle full shots and close-up detail vignettes.
Step 4 – together with your rendering studio, go through the camera angle options and choose the best angles according to the needs of your campaign. Depending on your requirements, this should be a nice balance of hero externals, close-up vignettes and wide angle interiors.
Step 5 – use the appropriate renders on each marketing platform and periodically evaluate their performance. If you find that one type of render or platform is providing far greater results than the others then focus your efforts on creating more content like that.
There are 2 essential image types:
Exterior wide angle full shots – also known as ‘hero shots’ perform well on most marketing platforms.
Interior wide angle full shots do not perform well on social media or in print ads. They are best suited to real estate websites and being secondary images that provide more information and understanding to a prospect once they are already interested in the property.
Close-up detail vignette shots perform well on most marketing platforms and in particular on social media (instagram, facebook, pinterest), print ads and brochures.
Project Website – use a balanced mix of all image types
Instagram – use close-up vignettes or hero shots
Facebook – use close-up vignettes or hero shots
Brochures – use a balanced mix of all image types
Print Ads – use close-up vignettes or hero shots
At Harp we believe that creating a mix of render types for use across the various marketing mediums is a key part of a campaigns success. For every interior scene that we create we strongly recommend the creation of both a wide angle full shot and a detailed feature vignette. This will provide you with great value for money and provide high quality marketing assets that can be used on a broader range of platforms which will ultimately increase your reach and greatly improve your chances of success.
You might think that creating 2 renders for each scene will be twice the price, but that isn’t the case. Once we have created the scene, adding multiple camera angle is relatively quick and easy… and therefore cost effective for you. When we provide you with a fee proposal we’ll analyse your project and provide you with our recommendations for the right balance of renders for your specific requirements.
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