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Buyers not seeing your listing’s potential? Here’s the answer

Dec 19, 2019 | Inman (edited by Inman) (edited by Inman)

One of the biggest marketing trends we are seeing across the board in real estate is 3D renderings. Here are five listings that are doing it just right and why it’s such an advantageous marketing technique.

With so many technological advances today, agents are able to market properties like never before. And one of the biggest marketing trends we are seeing from indie brokerages, big box real estate brands and everyone in between is renderings.

For those who are unfamiliar, a rendering is essentially a computer-generated graphic created for presentations, marketing and design purposes. In real estate, 3D renderings play a major role in marketing and sales. They also make it possible for potential buyers to make design-related decisions well before a property is actually built.

When 3D renderings first came onto the scene, brokers were concerned about image quality. What would it look like? How close would it resemble the real thing? Would shoppers buy into the dream? Now, there is little to no question about the images themselves, but more so about what 3D renderings can do.

Advantages of using 3D renderings

At The Address, we are currently using professional renderings to help sell properties that have great potential but can easily be overlooked without the use of a quality rendering to bring it to life. And we aren’t the only ones.

Brokerages like Compass and Sotheby’s International Realty have jumped on the bandwagon too. In addition to using high-quality renderings to help sell a lifestyle, Sotheby’s International Realty has even gone as far as adding virtual staging into the mix with their augmented reality app, Curated.

Bottom line? Renderings are a powerful marketing tool and if you aren’t using them when a situation calls, you are missing out. More advantages of using 3D renderings in your property marketing include:

  • Being able to literally show prospective buyers the potential in a dated or aging property.
  • Aiding in the marketing and promotion of listings in the preconstruction phase.
  • Allowing agents to create a tailored vision to attract a specific buyer profile.

3D renderings done right

Here are a few examples of property renderings that hit the nail on the head:

1. Woolworth Building, The Pinnacle Penthouse, New York, New York

Williams New York (Rendering)

Photo Courtesy of Williams New York (Rendering)

This exceptional rendering is a great example of how technology can bring a property to life. The penthouse in the Woolworth building is essentially a “white-box” unit, fully unfurnished with no finishings or appliances. However, by using this rendering to market the unit, buyers are able to envision the lifestyle and ways to customize the space to their personal tastes.

2. Compass, The File Group, 2209 Bayside Drive, Corona Del Mar

Photo Courtesy of

The File Group with Compass is taking its preconstruction renderings to the next level with 3D images that look as close to the real thing as it gets.

This listing is Bayside Drive’s last remaining bay front lot and is in the pre-construction phase as well. The property is by Brandon Architects, Patterson Custom Homes, and Brooke Wagner Design, and according to the listing, “once complete, will be one of the most impeccable bay estates in all of Corona del Mar.” Completion slated for 2020.

3. The Address, 23762 Malibu Road, Malibu, CA


Photo Courtesy of

For our listing at 23762 Malibu Road, Eytan Levin from The Address Malibu is using high-quality 3D renderings to convey architectural plans for a completely new coastal residence.

The existing residence has been re-imagined with plans and approvals already in place from the city. Among the highlights are an expansive courtyard with guest house, home gym, swimming pool and 7 bedroom, 7 bathroom main house with an open concept chef’s kitchen overlooking vast outdoor dining and lounging areas.

4. The Dean Company, 1121 Tower Road, Beverly Hills, CA


Photo Courtesy of Threelight CGI Studio


Photo Courtesy of Threelight CGI Studio


Photo Courtesy of Threelight CGI Studio

This listing from Gregory Dean affords an incredible amount of detail. From the Spanish-style architecture to the lush landscaping and richly appointed interiors, no detail is left unturned. This allows a buyer who is already in love with the location to fall in love with the potential lifestyle that awaits.

5. RE/MAX ONE, 3948 Skelton Canyon Circle, Westlake, CA


Photo Courtesy of Threelight CGI Studio


Photo Courtesy of Threelight CGI Studio

A raw land deal never looked so good! Just listed by Jordan Cohen, this is a great example of how to take raw land and make it stand out with a fantastic rendering of what it could be. The natural light, architectural details and open concept will appeal to a variety of serious buyers.

Are you for or against 3D renderings when launching a property to market? I would love to hear your perspective in the comments.

Troy Palmquist is the founder and broker of The Address in Southern California. Follow him on Facebook, or connect with him on LinkedIn.

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