Augmented Reality And Virtual Tours In Property Development Marketing – When the Avalara Hawk Tower, part of Seattle’s $350 million development overlooking CenturyLink Field, was still a vacant lot, prospective tenants had city views from the top floor and could look down 240 feet to to the Seahawks and the stadium. The Sounders are playing. The vantage point offers views across Pioneer Square, the ferry terminal and Elliott Bay. Snow-capped Mount Rainier, the tallest mountain in the Cascade Mountains, looms in the distance.

The experience is thanks to augmented reality technology used by site developer American Life to give potential tenants a sense of the finished building before the first brick is laid. The strategy paid off. The entire 200,000-square-foot office tower has been leased ahead of an early 2018 opening.

Augmented Reality And Virtual Tours In Property Development Marketing

The technology “can take us up to the 18th floor and show us views over Mount Rainier or Puget Sound,” said Karen Sherwood, vice president of corporate experience at Avalara, a tax automation software company that occupying the top six floors. of the building.

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“We understand what it’s like to stand inside an office and look out the window, or stand on a deck, or stand in a dusty clearing and look out at CenturyLink Field,” he said.

Virtual and augmented reality have become popular in entertainment, including V.R. Consoles like the PlayStation VR and A.R. have games like Pokemon Go, but their use is lagging behind commercial real estate. Developers, architects, brokers and builders have recently begun to use this technology as a way to save money and time in two aspects of large commercial real estate projects: leasing and construction.

A rendering of Seattle’s Hawk Tower. Augmented Reality was used to let potential tenants experience the finished building before the first brick was laid.Credit… Studio 216

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Interest in commercial use of the technology is growing, although full-scale adoption is likely several years away.

In a 2018 survey of 500 commercial real estate investors, nearly half said V.R. and A.R. This should be a priority for commercial real estate companies, according to consulting firm Deloitte.

According to the International Data Corporation, global spending on augmented reality and virtual reality products and services is expected to reach $12.1 billion in 2018, up 38.4% from 2017.

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VR Create a fully immersive digital world that users explore while wearing goggles. The growing popularity of virtual reality video games and the military’s use of training simulation technology have led to wider adoption than A.R.

On the other hand, A.R. refers to a platform that overlays the digital aspect on the real world. Users can experience A.R. This can be done by wearing glasses or using a portable device such as a smartphone or tablet.

For commercial real estate, residential brokers have already started using these tools to market properties before they’re built, said David A. Falk, president of Newmark Knight Frank’s Connecticut, New Jersey and New York region.

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Mixed reality allows builders to visualize and coordinate construction before it is completed. Credits… Image Photo by Clayco

Commercial real estate brokers followed suit. Newmark Knight Frank used virtual reality tours to drum up interest in its new office building at 25 Kent Avenue in Brooklyn’s Williamsburg neighborhood before construction began. “V.R. It really provides a different level of experience than a brochure,” says Falk.

Dan Fasulo, senior managing director of data and technology at Newmark Knight Frank, says marketing a building with the latest technology can also help technology companies attract the most desirable office tenants.

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Potential tenants can also influence the design of a building if they can explore it before it is built. Software company Oracle used augmented reality to solicit feedback from employees and partners about an innovation lab it was building in Deerfield, Illinois.

In the workplace, people can wear an Oculus Rift headset and walk through three-dimensional virtual replicas of hangar-like building designs.

“A.R. The glasses allowed us to see and identify all site-related issues at the site,” said Burcin Kaplanoglu, director of innovation for Oracle’s Construction and Engineering division. “For example, we moved a steel structure wall to the other end due to space limitations.”

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A.R. and V.R. It also reduces travel time and costs for busy executives in multiple locations, allowing them to meet virtually to make design decisions on projects.

Clayco, a construction and engineering company, has A.R. A headset that allows architects and builders to adjust building design mid-development. Credit… Clayco

Gregory L. Steinhauer, president of American Life, used an immersive technology platform created by technology company Studio 216 to virtually meet with an interior designer in California and an architectural team in Oregon to discuss a new hotel in Long Beach, California.

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Team members donned glasses, used tablets and computers in their respective locations, and walked through hotel rooms together to get an idea of the aesthetic and layout. People wearing headsets can view the virtual hotel and walk around it to move around the hotel.

As they move around in the digital space, they also see a virtual dollhouse-sized replica of a nearby hotel, represented by a small avatar. In this small model, you can reach and pinch and drag certain items, such as the bed, to try different layouts or change the material of the countertops or wood finish. Or, if you move your avatar to a new room, the surrounding space may change to the surrounding space.

Virtual copies can also reduce costs and waste. “Mixed reality allows us to build more sample hotel rooms and allows for more design flexibility. You can look at a room and decide, ‘I don’t like the color of the this wall,'” Steinhauer said. “In construction, doing the job twice is always expensive. This way, you can only do it once.”

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Builders and architects can also adjust the building design midway through development. Clayco, a construction and engineering company, has A.R. A headset was developed for this purpose during the construction of Pfizer’s research and development facility in St. Louis. Supervisors periodically walk building areas wearing A.R.s. These are glasses where an architectural model is placed over what is being built to determine where minor changes need to be made.

“You may find that this section of the floor needs to be leveled slightly, or this wall needs to be repaired,” said Tomislav Zigo, Clayco’s vice president of virtual design and construction.

“It’s always hard to put a price tag on preventable problems,” Mr. Zigo said. “But an hour of briefing can replace several high-level meetings and allow problems to be identified and solved before the building is completed. Subsequent changes cost more.”

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Despite its innovative early uses, it will take five to 10 years for the technology to mature, said Tuong Nguyen, senior principal analyst at market research firm Gartner. “The ergonomics and limited battery life of this technology are still issues,” he said.

And some insiders believe it takes away the personal side of the company. “Some people think that virtual reality headsets disrupt the conversation between customers and agents,” said Nik Sudhakar, director of Asia digital solutions at real estate firm CBRE.

There are other challenges that the tech industry has faced since day one. Not everyone is comfortable with headsets, and virtual reality goggles cause motion sickness in some people. Mr. Nguyen said the accuracy of virtual copies also raises concerns.

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“We know the rough layout and scale, but the technology is not yet at the level needed for architectural fit,” he said.

The cost of scaling these technologies remains very high in mature markets, but they may have greater potential in emerging markets where labor costs are lower.

“In markets like India and China, labor supply and costs are more favorable to scale up this technology,” Sudhakar said.

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A version of this article was printed in the New York edition on page 6, section B, under the title: Pre-construction tour of the building. Order a reprint | Today’s paper | Subscription Real Estate is the home of dreamers, designers, and builders. In industries where vision is critical, augmented reality can empower innovators to bring their ideas to life.

Augmented Reality Real Estate Explained What is AR in real estate? Augmented Reality (AR) offers an innovative way to interact with space by using advanced visualization techniques to enhance or represent the real-world environment. AR tools are used in real estate to tour unfinished properties, diagnose problems remotely, and iterate designs on the fly. Not surprisingly, AR applications are exploding in real estate. A 2019 study by Deloitte found that half of commercial real estate investors believe the industry should prioritize the integration of AR and similar technologies.

Competitive Differentiation Real estate developers can use AR to bridge the gap between properties and potential tenants. AR helps reduce the barriers potential customers face when trying to find themselves in a space. An unfinished room can become a fully realized home. This means that an unfurnished space can be fully realized.

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