A new trend in advertising communications, storytelling is one of the new pillars of marketing and sales strategies. Thanks to 3D video animation and 3D modeling, this technique is taking on a new, more attractive and advantageous form for real estate players. Find out more about 3D storytelling and its benefits for real estate marketing in this article.

What is storytelling?

From the English words "story" and "telling", storytelling is the art of telling a story. Storytelling is a communication technique that uses the rules of narrative storytelling. The aim is to capture the audience's attention and then entertain, convince or move them. It has become the ideal strategy for getting a message across, advertising a product, explaining how a service works or creating an emotional connection with interlocutors.

Storytelling can be adapted to a variety of contexts, and offers an excellent alternative to long, argumentative and descriptive speeches that lose the audience's interest. You can use storytelling to :

• Present a project, sell a vision, outline a proposal, solicit financing or propose an investment opportunity;
• Enhance your public speaking;
• Create advertising content for your publications on different platforms;
• Promote a brand, service or product;
• Feed a blog page or article.

Storytelling can take many forms. It can be told orally or in written form. But the most popular form is video storytelling, using animated 3D models.

Storytelling with 3D modeling?

In digital marketing, storytelling and 3D modeling have become indispensable solutions for advertising your products, services or brand.

Preparing the story

First define the emotion you want to evoke. You can work on feelings like joy, anger, anxiety, jealousy, passion or frustration. Your product or service is the solution.

For good storytelling, develop a captivating story and a scenario compatible with 3D animation. Define a main protagonist, the plot and the evolution of your main character. Create obstacles and conflicts. Build suspense to capture your audience's attention. And finally, put forward your product's solution.

Once these preparations are well defined, you can start designing your 3D objects and then move on to modeling your characters.

Environment creation

3D modeling lets you create scenes in which your story evolves. Thanks to this technique, you can create a visual storytelling that will be easily understood and appreciated by your audience.

There are a number of computer-aided design (CAD) programs specially dedicated to designing 3D models of environments, objects and scenery. With their ultra-realistic rendering, these programs enable you to design a virtual environment in keeping with the tone, period, style and genre of your project, so as to weave an emotion with your target audience.

Sets and environments are key to creating the atmosphere and mood of a story. The setting must be in harmony with the universe you want to take your audience into. In the case of a real estate development, the environment created corresponds to the real estate developer's plans and vision.

Character modeling

Storytelling is also about creating a protagonist with whom the audience can identify. The main character is one of the key elements in making your story memorable. It's therefore important to design a character with distinctive traits to make a lasting impression.

3D modeling lets you create characters to suit your needs: men, women, children, individuals, professionals. Some CAD programs, such as Maya, Blender, 3ds Max or Autodesk Character Generator, specialize in creating characters with specific details for 3D animations.

To bring out your character's expected personality, 3D computer graphics artists work on details such as facial expressions, movements and gestures.

Creation of visual and sound effects

Once the characters have been worked out and the shots chosen, it's time to create total immersion in your 3D animated story. Visual effects add a touch of action, excitement and magic to your storytelling. Add lights, colors, shadows, reflections and striking transitions to your story to simulate an immersive experience for the audience.

Alongside visual effects, sound effects add depth and immersion to your story. In the case of a real estate project, this might involve adding warm, welcoming music or the sounds of a neighborhood under construction.

What's the use of storytelling in real estate?

Storytelling with 3D modeling is an ally in many fields, including real estate. 3D models and 3D visuals in general offer an exact representation of the property. Coupled with storytelling, they add an emotional touch to the property for sale or rent.

In real estate advertising, these stories can be illustrated in a variety of ways:

• To show the potential of the real estate project or the property for sale, you can, for example, include in your story the property's resistance to bad weather or natural disasters;
• To establish an emotional bond with a property's new buyers, you can translate the attention, care and special maintenance the previous owners provided to the property into a story ;
• To present an upcoming real estate project, you can simulate the possible activities and services that can be provided by the project to attract investors;
• To highlight your company's principles and values;
• To illustrate the construction history, you can illustrate the entire process of building the property, for example the conditions under which it was built, the year it was started, specific anecdotes..;
• To imagine scenarios about daily life in the property for sale or the real estate project.

What are the advantages of storytelling with 3D animations for your marketing strategy?

A narrative story is intended to inspire or motivate listeners. Storytelling is also used to convey a complex message or illustrate abstract concepts. Storytelling with 3D modeling offers several advantages for real estate marketing, such as:

• attract public attention and interest to a property ;
• create an emotional bond, making potential buyers more inclined to invest ;
• stand out from the competition by offering original content;
• give your brand personality and make it memorable;
• enhancing the history of a property;
• visualize the property differently and present it with its best assets to convince buyers;
• attract new customers.

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