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3D Real Estate Photography Is Now A Reality - And A Must-Have

A rendering of a light-filled unit at the Hub, the 600-unit luxury rental complex at 333 Schermerhorn Street in Brooklyn. Steiner NYC

A rendering of a light-filled unit at the Hub, the 600-unit luxury rental complex at 333 Schermerhorn Street in Brooklyn. Steiner NYC

Tech disruption of the real estate industry shows no sign of slowing. From Zillow attempting inroads into agent-less offers to multiple players upending traditional broker-agent and agent-client relationships, real estate professionals ignore the changing business landscape at their own peril.

Another level of disruption has come in how clients discover and get to know properties. Until recently, online photos and video tours have been the gateway for potential buyers to narrow down the field of options for their new home. Google Earth and drone video allow us to get to know the neighborhood and the look and feel of the home itself, without the need to schlep across town or across the country to gather that crucial information.

But static photos and videos paint an incomplete picture. When a client arrives to tour the actual home, pictures often, one way or the other, don’t quite do a property justice.

Three-dimensional virtual reality (VR) is becoming one of the latest tech disruptors and Springs Homes, where I run sales and marketing, has embraced the disruptive capacity of this increasingly crucial tool. Here's how it works and some ideas for leveraging it in your own brokerage.

How To Use 3D VR As A Full-Service Brokerage

The visually all-encompassing nature of 3D VR has been a benefit in several ways: First, clients can see our listings in an immersive way, experiencing the home or apartment as if they are there. But 3D can also provide a valuable record of the condition of a property at a given point in time.

For a brokerage or property management team, this is a great way to head off potential conflict around condition before it starts. By creating a full record of the condition of a property, managers can go back and look at the data, account for normal wear and tear and make clearer decisions when a lease expires and new potential renters are exploring option. Buyers and renters appreciate knowing there is a record of what they are signing on to as well, so what is promised is what is delivered. We also use it for tradespeople who have visual confirmation of what needs fixing and where — the less guesswork in these situations, the better.

One benefit we didn't think of at first: for sight unseen leases, or when one spouse is not available to walk through the property, 3D VR is a great tool to expedite decision-making so the client doesn’t lose out on the opportunity to someone else.

Unsurprisingly, 3D VR can give your firm a competitive edge, from the listing appointment through the whole customer experience of the brand and level of service. In a 3D virtual tour, that pile of boxes, that hole in the drywall, has nowhere to hide. It encourages sellers to put their best foot forward and gives buyers and property managers the “same page” to work from in terms of the condition of the property.

New construction is another area a full-service brokerage will benefit from 3D VR. We use the 3D camera to take pictures and do virtual walk-throughs for clients in the building process. When a homebuyer or builder is relocating, the search, the purchase and the build process can be a logistical challenge. With a virtual walk-through, instead of the client needing to make multiple trips, they can simply take a 3D tour at major milestone points. This way, they can look at every nook and cranny on their own terms. Buyers also send these tours out to their friends and family to show progress, which is a special bonus. Our client feedback on this service is overwhelmingly positive, and it demonstrates to the builder that they are a true partner in the transaction.

My firm is now exploring the idea of using this technology to showcase what’s interesting and inspiring about a given neighborhood. The idea is to scan, say, an area rec center or club house, and offer the organization a link to the content created by us that they can share. At the end of the day, we want to be disruptive in the most positive ways possible.

Like any real estate brokerage should, we are keeping our eyes open for the next disruptor on the horizon — perhaps the “Smellovision Open House” app is coming next, with the scent of baking bread wafting through your VR home tour! For now, 3D VR can give your brokerage an edge and added confidence in your work and reputation as a trusted resource in any real estate transaction.

Originally written by Joe Boylan for Forbes

What to make of virtually staged listings

Out of sheer nosiness, I’ll occasionally look at listings in our building. One floored me: I had no idea our neighbors were so chic! Then I clicked the next photo and saw reality: a vacant unit with rusty radiators and peeling paint. It was virtually staged — digitally repaired and repainted, with new lighting, furniture and art added to the photos.

Welcome to the brave new world of virtual staging: no matter how terrible a place looks in person, it can be magically transformed for the Internet — with the help of a little computer-generated imaging.

It’s often hard to tell actual from imaginary space. Architects have always produced renderings, and agents stage with rented furnishings, but now it’s commonplace to do it all on the computer.

Scott Harris of Brown Harris Stevens likes it.

“Virtual staging is really helpful to give buyers a glimpse of the future,” he said. “New floors, new kitchens appear magically — all without a seller having to commit to doing that work before selling. Buyers often can’t see themselves in an unrenovated space. They need help with the vision part.”

Unlike some agents, Harris shows the unvarnished floors, too.

“We always show the actual condition,” he explained. “It’s important not to create a feeling of disappointment when buyers arrive. Our relationships with agents and buyers are built on trust and I wouldn’t want to mislead anyone. There are many opportunities for agents to grow buyers’ trust, and many ways to erode it. I wish all agents took the longer view, which requires truth in advertising.”

Here are four listings — three staged virtually, and one decidedly not

A one-bedroom at 167 Perry St. as it actually exists, above.

A one-bedroom at 167 Perry St. as it actually exists, above.

The same Perry St. apartment “virtually staged” with furnishings added via computer imaging.

The same Perry St. apartment “virtually staged” with furnishings added via computer imaging.

A one-bedroom, one-bath in a doorman co-op at 167 Perry St., with river views, a wood-burning fireplace and a small balcony is on the market for $1,399,000.

https://www.bhsusa.com/manhattan/downtown/167-perry-street-3n/coop/19267685

Virtual furnishings lend a hip feeling to this Hudson St. pad.

Virtual furnishings lend a hip feeling to this Hudson St. pad.

In far west Soho, a one-bedroom, one-bath with high ceilings and huge windows at 255 Hudson St. is for sale for $1,175,000.
https://www.bhsusa.com/manhattan/downtown/255-hudson-street-5f/condo/19401875

Festival virtual furnishings enliven this Upper East Side offering.

Festival virtual furnishings enliven this Upper East Side offering.

In Carnegie Hill, a two-bedroom, one-bath in a doorman building has a serene bedroom sporting the kind of complicated bed linens you rarely see in real life. $999,999.
https://streeteasy.com/building/60-east-96-street-new_york/6c

The real McCoy: The photo of this E. 50s flat features the actual furnishings.

The real McCoy: The photo of this E. 50s flat features the actual furnishings.

Nothing virtual about 434 E. 52nd St., a two-bedroom, two-bath with yards of built-in bookshelves, 13-foot ceilings, and a wood-burning fireplace, going for $1,695,000.
https://streeteasy.com/building/434-east-52-street-new_york/4e

BY MARTHA WILKIE

Select agents offering 3D views

Craig Neil

Craig Neil

Real-estate marketing continues to evolve exponentially. For decades, agents looking to advertise homes for sale had one option, besides planting signs in front yards: the print media. Then, in the mid-1990s, the advent of the internet shook the status quo. But that only offered a wider, and cheaper, exposure for Realtors’ still photographs. It took almost another two decades for dramatic advances to appear. Now Realtors are expanding their presentations with drone photography, virtual staging, and 3D tours.

The best 3D tours are a real step up from the “virtual tours” that appeared a few years ago. Those either seem stilted or tacky in comparison to the 3D tour, and sometimes turn out to be simply slide shows with music. The more naturalistic 3D tour allows you to move around in the room, and among the rooms, and zoom in to inspect details.

You either navigate with the computer mouse or arrow keys, or your finger with touch screens. Moving through a property on the smartphone can be more fun than on the computer, although you’re limited by the smaller screen size.

For a more immersive experience, you can get a pair of Google Cardboard goggles for $10 and view these house galleries in a realistic dimensionality.

All of these options are available for a few home listings at homesantafe.com, the website of Realtor Paul McDonald (Sotheby’s International Realty). “I do think there is an issue with the users’ familiarity with technology and their desire to do something like this, so it would seem to me to appeal to the younger of mind,” he said. “It’s pretty rare that someone has said they want to buy a house as a result of just seeing the 3D tour. Like other technologies that are tiptoeing in these waters, it’s more about the selection process.

“I think like any technology it’s kind of clunky at first; whether it ever gets to critical mass I don’t know. I have a good friend in business who said, ‘The problem with your industry is the delivery of your product: you have to get in your car and go out and see it.’ This gets us one step closer.”

McDonald has his own Matterport 3D camera. The Matterport has nine lenses: three down, three straight ahead, and three up. The photographer attaches it precisely level on a tripod, then makes a series of exposures in a circle, repeating the process at 30 or 40 locations in the house. When you later view the 3D imaging, there is a circular figure at each location and you can progress from one to the next to move wherever you want in the home.

The Realtor has heard that Zillow is testing a similar technology that would allow the average real-estate agent to assemble a dimensional home tour using an iPhone. “The other part of this technology is looking at it in terms of the three mantras of business — faster, better and cheaper — and if the Zillow model works, you don’t have to go buy a Matterport camera [for about $3,000] and it doesn’t take you a couple hours to do a house.”

The Matterport facility also offers viewers another perspective, focusing on the plan view, looking down on the room layout from above.

Check out the Tesuque Creek property listed on McDonald’s website and you see an example of virtual staging. “This is another technical aspect of marketing a home that’s not real, if you will. They take a CAD drawing, they select things they want to dress it up with [furniture, rugs, paintings on the walls], and then send it ovenight to India, using massive computing power, and when it comes back... you’re not going to believe it’s not really staged when you look at the image.

“I feel like these two technologies are competing in this arena. We see this virtual staging assisting new-construction projects. I’ve used it on a home that was empty and I wanted to get going on the marketing. I think these are both tools that we didn’t have a couple of years ago that are going to be with us forever.”

Another Realtor using the Matterport system is Craig Neil with Keller Williams Santa Fe Realty. He said the resolution of the Matterport pictures has improved to the point that the agent can often use captures from a 3D tour of a house for websites and even brochures. “You’re saving money because you don’t have to do both 3D and regular photography.”

Neil and his business partner Sarah Said own their own camera. “Sarah has been a Realtor for more than two decades but I’ve just been in real estate for two years,” he said. “I come from the tech side; I worked for Apple for three years and I worked with Google doing Google ‘business view’ shooting, which is linked to Google Street View. I used my Nikon D7000 with a wide-angle lens and I’d take three different exposures at four angles of a circle, then composite those 12 images together to make a circle and then connect them to other circles.”

Neil said he agrees with McDonald that the 3D technology appeals more to a younger audience. “I would guess 5 to 10 percent of people use this.

“The two things I think are of the most benefit to me as a Realtor is that for people from out of town who have seen the 3D tours, they’ve already walked through the houses and they know which properties they want to see. And most important, if they were here and walked through the actual house and later they can’t recall where the kitchen was. They contact me and I give them the link and they just go online and they can see it all.

“The market is so competitive right now that people want to get a head start. They see the listing come up and say, ‘We’re thinking of coming to Santa Fe in three weeks,’ and I have to tell them, ‘Well, that house is going to be gone in three days.’”

By Paul Weideman

American Copper Exclusive Penthouse Virtually staged by Hasten

Let’s dive into one of our recent projects together!


The main task was to make the Penthouse look as a dream place to live in, furnish it in contemporary style with incredible attention to design and details, and use high-end materials and lighting.

Living and Dining area just had to look as good as panoramic river and midtown views outside:

We’ve designed 3 completely different Bedrooms: royal blue Bedroom, grey with emerald green bed, and Child’s Bedroom with pastel lilac accent wall.

Office, Foyer, Kitchen, and even 3 Bathrooms - all the rooms got new furniture pieces and decorative items in order to look welcoming instead of empty.

If the place is what you’ve been dreaming of, you can rent it here: https://www.boldnewyork.com/listings/220234 or https://streeteasy.com/building/american-copper-buildings/w-ph

Heidi Klum Buys $5.1 Million Soho Loft Impressed by Hasten Renderings

heidiklum2.jpg

Heidi Klum finally bought a home in New York — now she is the new owner of a Soho penthouse loft. Although loft is in need of a total gut renovation, Hasten interior renderings must be a great source of inspiration.

Hasten 3D visualization for 515 Broadway

Hasten 3D visualization for 515 Broadway

Klum had previously stuck to the West Coast for her property holdings. The former Victoria’s Secret Angel paid $9.88 million for a nearly 12,000-square-foot Los Angeles mansion in 2013, per Variety, which she bought right after her split from ex-husband, Seal. The former couple had resided in an impeccably renovated eight-bedroom Brentwood estate, which sold for $24 million in 2014.

Loft 3D visualization by Hasten

Loft 3D visualization by Hasten

But now, Klum has paid $5.1 million for a top-floor co-op at 519 Broadway, which is part of a three-building complex that includes 515 Broadway and 84 Mercer Street. Klum used the limited liability company Hk East Coast LLC to complete the transaction.

hasten-new-york-virtual-rendering.jpg

The loft was listed by Edward Hickey of Compass and had been used as an authentic art studio for the past 30 years. However, it's unclear if Heidi plans to use it for business or turn it into her new home.

http://observer.com/2018/04/heidi-klum-buys-soho-loft-penthouse-new-york/