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The Data Scientist

How is 3D Visualization Changing the Real Estate Business?

The real estate market has always relied on visuals, from architectural design to property marketing. In recent years, the advent of 3D architectural visualization has changed the way real estate is designed, sold, and purchased. This technology has brought about significant changes in the real estate sector, offering dynamic, engaging, and exciting ways to present properties to potential buyers. In this article, you will learn what 3D visualization is, how architects create these stunning images, how important it is for real estate, the role of 3D visualization services, why you should hire a 3D visualization company, and how these services work.

Architectural visualization is usually presented as a static image or video (in 3D animation format). VR technologies completely immerse the viewer inside the world created using 3D. By putting on VR glasses, you can visit a computer-modeled house as if in real life, look into the rooms, examine the interiors, etc.

Source: Unsplash

What is 3D architectural visualization?

3D architectural visualization is the use of computer-generated imagery (CGI) to create realistic three-dimensional images of architectural projects, buildings, and spaces:

  • 3D architectural visualization involves creating photorealistic renderings before a structure is built or an interior is created;
  • These 3D visualizations can range from the exterior of a building to detailed interior design that shows the layout, materials, lighting, and atmosphere of a space.

The available capabilities provided by architectural 3D visualization can be used by architects and interior designers because with the help of 3D visualization they can:

  • Create vivid presentations of projects for their clients;
  • Actively advertise their services;
  • Regularly replenish their portfolio of completed projects;
  • Prepare for competitions and tenders;
  • Visually demonstrate the expected results of work for contractors.

Real estate agents and developers often use architectural 3D visualization’s available capabilities because they advertise and carry out pre-sales of not yet completed real estate using photorealistic renderings. 3D visualizations of architectural objects created for this purpose can be seen on the Internet, on billboards, in the press, etc.

Unlike traditional 2D drawings and plans, 3D visualization provides an intuitive, exciting, and interactive experience. Potential buyers or investors can study the property in detail and comprehensively to understand its design, dimensions, and features in detail. This key visualization method is used not only in architecture but also in urban planning, interior design, and landscape architecture, allowing you to fully understand how the project will look after its completion (meaning the completion of all construction work).

The process of creating a 3D visualization

Creating a 3D visualization requires a combination of architectural knowledge, advanced software tools, and artistic skills. The process usually consists of several stages, namely:

Conceptual design and modeling. The first step is to create a digital model of the structure. Architects use specialized software such as Autodesk Revit, Rhino, or SketchUp to create detailed 3D models of buildings and interiors. These models are based on architectural plans that ensure the accuracy of the original design;

After creating the base model, textures and materials are used to make the visualization realistic. This requires selecting appropriate surfaces (e.g. glass, wood, brick, concrete) and covering them with a pattern. The materials are then enhanced to reflect their true appearance, taking into account aspects such as color, gloss, and texture;

Lighting plays a key role in creating realistic 3D visualizations. Architects use virtual light sources such as sunlight, artificial light, and shadows to simulate the interaction between natural light, artificial light, and space. This step also involves adjusting the environment, such as the surrounding landscape, sky, or cityscape, to create a context for the building;

The rendering process involves converting the 3D model into a final image or 3D animation. This is done using specialized rendering software such as V-Ray, Lumion, or Corona Renderer, which simulates real-world lighting and material effects to create a highly detailed and realistic image. The rendering process can take hours or even days, depending on the complexity and quality of the rendering;

Once the rendering is complete, post-processing techniques are used to further enhance the image. This includes adjusting colors, adding elements such as people, trees, or furniture to make the image more realistic, and adjusting contrast or brightness to achieve the desired mood or atmosphere.

Why is 3D visualization important for real estate?

In the competitive real estate market, it is always important to make a positive impression on potential clients or investors. 3D visualization offers effective capabilities that make it relevant in the real estate industry:

  • Three-dimensional visualizations bridge the gap between abstract design and real-world experience. Clients can see exactly what a property will look like, so they can make a more informed decision. Architects, builders, and developers can use visualization (all its available features and capabilities) to more effectively communicate their key ideas to clients, ensuring that everyone involved in the project is fully aware of all stages of the implementation of the given project;
  • For many real estate agents and developers, 3D visualization is an invaluable marketing tool. With the help of high-quality, as photorealistic as possible renderings, they advertise and pre-sell properties that are not yet completed. High-quality visualizations can be used in brochures, websites, virtual tours, and presentations. This is especially useful when selling properties that are under construction or are about to be sold, but are not currently physically viewable;
  • In the past, architectural and physical models were used to visualize projects, which can be a time-consuming and expensive process. 3D visualization eliminates the need for expensive prototypes, allowing architects and developers to quickly and affordably visualize and preview future projects. 3D architectural visualization also reduces the risk of errors during construction, saving time and money for all stakeholders;
  • With 3D visualization, potential buyers and investors can make more confident purchasing decisions. They can painstakingly explore the property virtually and experiment with different angles, lighting, and floor plans. Being able to see the space in person can help buyers see its potential and imagine how it can meet their current wants and needs;
  • Nowadays, the demand for virtual tours and remote viewing of properties is growing quite actively. 3D views allow customers to view properties from anywhere in the world, making it easier for international buyers or those who cannot attend an in-person viewing. This convenience greatly expands the real estate market.

What is the role of companies that provide 3D architectural visualization services?

3D rendering services play a key role in creating high-quality visualizations. These services are provided by specialized companies or independent professionals with experience in 3D modeling, visualization, and creating high-quality animations. Real estate developers, numerous architects, interior designers, and marketing teams often rely on these services to create realistic visuals that accurately represent their projects.

The role of 3D rendering services goes beyond just visual representation. These professionals can transform complex architectural designs into visual content that accurately conveys the essence of the future space of a particular property. It is important to create visual designs that reflect the unique characteristics of the property, taking into account such small details as well as key aspects such as lighting, materials, and environmental context. Modern 3D rendering services offer flexibility and customization. Clients may request changes, modifications, or the implementation of other small but important details to better reflect the characteristics of the property. The ability to quickly change the appearance is one of the main advantages of 3D rendering over traditional architectural visualization methods.

Thus, 3D architectural visualization has significantly changed the current way of planning, selling, and buying real estate in the modern market. The efficiency and ability to create realistic and interactive real estate visualizations provide the most transparent communication, fast decision-making, and more effective marketing. This technology continues to develop rapidly, so the future of 3D visualization in real estate looks even more innovative, offering even more exciting opportunities for developers, architects, and clients.