[caption id="attachment_20940" align="aligncenter" width="740"] Herve Parent, CEO of European event RENT, offers his expertise on the changing face of portal advertising.[/caption]
Herve Parent, CEO of Real Estate & New Technologies (RENT), the eminent European real estate technology event, says four key technologies are rapidly reshaping advertising on property portals.
Until not too long ago, it took only a few words – and more or less the same words – to draft a real estate advertisement. Ads were published in newspapers and magazines that charged a per-line rate and there were no photos or other imagery.
But then the internet arrived and portals began to attract massive traffic, and the possibility of including visuals changed the nature of property ads.
At first, it was simply a matter of a few photos, often of dubious quality snapped hastily by a real estate agent. Today, however, we are witnessing a growing awareness of the importance of high-quality photography and the corresponding emergence of innovative technologies that are increasing the impact of real estate ads.
Powerful visuals are the key to an effective commercial relationship, not only with buyers but with sellers as well. To achieve this objective, real estate agents currently have four technologies at their disposal — photography, video, 3D and immersion.
In terms of technology, HDR photos and precision retouching are changing the game, and there are now websites that propose photo retouching and enhancement in 24 hours at a very reasonable price. It is even possible to ‘tidy-up’ the photo of a room by removing objects that clutter. Last but not least, virtual home staging technology can create visual environments in which potential buyers can imagine themselves living, which is something a photo of an empty room cannot do.
Video will certainly play a greater role in selling upscale properties, especially when a foreign clientele is targeted. How well video succeeds in the rest of the market will depend on whether or not an appropriate business model is found.
[caption id="attachment_20739" align="aligncenter" width="700"] Virtual reality technology will radically shift the way buyers search for property online.[/caption]
Not only does complete digitalisation of a property’s rooms make it possible to propose realistic virtual tours that fully engage potential buyers, the digital data file enables them, for example, to change a room’s furniture, paintwork and floor covering, move partition walls, and then tour this renovated property – which is now just the way they want it.
At the RENT - Real Estate & New Technologies show in Paris, real estate professionals will be able to test, evaluate or simply discover the latest innovations and solutions of 150 high-tech exhibitors during two days of technology intelligence.