The Effectiveness of Opening Doors in Property Development Marketing

Author | Paul Skuse, Oakfield Design & Creation

Have you ever stopped to consider how important doors are in the effectiveness of property development marketing?

I can guess that’s not a question you’re asked very often.

In this age of the social media arms-race everybody is employing the technique of “disrupting the eye” as the only way to cut through the sheer weight of content now on view. Just take a look at your Pinterest feed, it seems that every third placeholder these days is a ‘fast-moving action’ advert. As annoying as this tactic is, it’s works. It’s the same with Facebook or Twitter feeds and LinkedIn posts.

Including this one.

Well, if you can’t beat them…..

But and this is an important but, we’re not just blatantly advertising here with CGI films. We’re showcasing added features and benefits that potential buyers could well miss if we stayed with static images or static room sets.

We’re allowing viewers (your buyers) to make a more informed decision.

By catching attention with opening doors, we can take the viewer into key rooms, or often more importantly, out through one space into the next to illustrate how the architecture and interior design has been designed to add flow to a room.

This is especially important when showcasing modern family living with large kitchen/dining/living spaces. By opening the large bi-fold or patio door sets the viewer is immediately drawn to the spacious garden or courtyard, or often with apartments schemes, the city or countryside views on offer with certain units.

It’s also a clever way to showcase how natural light will move through a room. By utilising our software to accurately move the light cast from the sun across an animated CGI room set on a specific calendar day (almost always mid-summer!) we can accurately depict exactly how the fenestration will allow light into an interior space.

Doors are an integral part of the marketing process. By showcasing them in an attractive and considered way we can help your potential buyers make the decision to reserve early, off-plan, with confidence and enable them to guarantee their preferred view or that south facing plot.

As always, we’re using strategies and techniques that allow buyers to reserve with both excitement and peace of mind in equal measure by making the off-plan purchasing experience as informative and enjoyable as possible, opening the door to more and quicker sales.

Sorry, I just couldn’t resist that pun!