In the real estate sector, the perception of the public and your investors is vital to your success – and your digital presence is a key component. But how can you truly harness the power of your digital files?
Every aspect of marketing for the real estate and construction industry requires extensive visual and media production. The most effective real estate websites use a combination of aesthetics, performance and ease of navigation. Just a few years ago, hiring a real estate photographer and frequently updating content, listings and blog posts would be enough to expand business and grow demand. But now there are new forms of media that create much more engaging experiences for customers. Video walk-throughs, three-dimensional mock ups and even virtual reality experiences are just some examples of visual and media formats that real estate companies are experimenting with to create content.
Organizations that can provide a unique consumer experience utilizing new forms of media, will receive more attention and engagement. However, these assets are increasingly expensive to produce and require specialized solutions and expertise to manage them. Here are some common challenges that need to be considered:
- Organizing and locating photos and videos of in-progress and final construction projects
- Building and sharing visually compelling public-facing press kits, news releases and investor reports
- Distributing and sharing with internal employees and external partners photos, videos, 3D models, CAD files, proposed building layouts and existing property records
- Setting up permissions for Corporate Marketing and other divisions to view, edit and share select content
- Enabling creatives and corporate marketing to download and transform files into different file types and sizes
Let’s take a look at a few use case scenarios, which highlight these key challenges:
Collaborating with an agency on global 3D projects
In order to develop a library of 3D assets, an international commercial real estate conglomerate hired a specialized agency. The agency quickly realized they needed a solution to allow collaboration on creative projects, and to share and discuss 3D models and files with the company’s marketing teams. Emails with large media files were not delivering, the marketing team did not have access to AutoCAD software to preview 3D files and overall there was not a single search system to organize assets for projects spanning multiple decades.
To solve these issues, the world’s largest commercial real estate firm leveraged a Digital Asset Management platform to create a central, cloud-based, media library for archiving, managing and distributing 2D and 3D Revit, CAD files and architectural assets. Photography, videos, 3D models, proposed building layouts and collateral are now distributed as a simple link which would be directed to a project or collections of files and any type of media can be previewed right in the individual’s web browser.
Providing multiple divisions with corporate assets
A real estate organization with multiple regional divisions and sub-brands needs to ensure that everyone has access to on-brand corporate assets such as logos, presentation templates, contracts and investor collateral. Yet, each region needs to have access to their own territory, but also have designated administrators and permission structures for accessing and editing the assets. As result a multi-library structure was leveraged, creating dependent libraries under an overall corporate umbrella. Every division now has access to the corporate collateral and the IT team has oversight and administrative control for the entire corporate library. Individual divisions and sub-brands also have their own nestled library and designated administrators, asset curators and even taxonomies specific to their division specialization. Using digital asset management, this real estate company can ensure that their assets are easily accessible and organized for everyone across the entire organization.
One click access and file transformations
One of the biggest complaints from marketing and creative teams for any organization, particularly real estate, is the number of requests to reformat files, or provide company logos. Up to 35% of time is spent servicing these requests rather than working on new revenue generating projects. Implementing a Digital Asset Management system with unlimited number of users, can help eliminate this challenge. With a DAM, everyone – employees, agencies, PR teams are all given access to the approved subset of the corporate library. All staff are able to find what they need from the latest versions of approved photos, brand assets and collateral. What’s even better is they can specify which file type, size and resolution is required and download in the appropriate format. With these benefits of digital asset management, marketing increases its productivity and users are happy to find any visuals, media or content they need when they need it.
To learn how Digital Asset Management can help with other key challenges marketing or creative teams experience in the real estate industry or how it can help scale digital strategies, check out Digital Asset Management for Real Estate.