Client: Ballymore Group
Release: July 2017
Technology: Videowall – Unity – Salesforce
It’s crucial for large-scale residential property development projects to secure forward sales. In an industry that is as competitive and with such high stakes as property, developers need to exhibit their upcoming projects in a way that excites prospective buyers years before the works are even finished.
When Ballymore approached us with the task of producing an interactive digital marketing suite for their most ambitious residential property development yet, we knew we had to push the boundaries.
The solution we created exemplifies the values and style of the Goodluck Hope development – modern, ambitious, and ahead of the curve. An interactive digital experience that showcases all aspects of the development on an enormous 4-metre touch screen and integrated with their CRM system, Salesforce, Ballymore’s is by far the most advanced digital marketing suite seen in the London property market yet.
The mission of this project was to deliver an industry-leading digital experience for Ballymore’s on-site marketing suite in London as well as sales events around the world. Key objectives were:
VISUALLY ACCURATE REPRESENTATION
We needed to provide visitors with a visually accurate representation of the development as well as detailed information about the individual apartments and surroundings. The colossal amount of content required for this project included five separate large apartment complexes which we needed to reproduce to the tiniest detail, and we also needed to recreate the entire London City Island development and the surrounding shops and landscape.
We created a set of custom-animated maps for multiple devices to show accurately travel times across London and the world. In all, we had created hundreds of images, videos, 360° images, 360° videos, and bodies of descriptive text in both English and Traditional Chinese.
Ballymore’s sales team found that the custom Content Management System (CMS) we created to manage all the project data was invaluable for the sales process because it enabled real-time data management, user verification, favourite properties synchronisation and up-to-date property availability support.
This project is first and foremost a sales tool, which is why we integrated the entire system with Ballymore’s Salesforce customer journey.
When a potential customer signs up on the Ballymore website, they are assigned a unique ID that saves their preferences and favourites while they are browsing through the apartments on a nine-screen touch wall or on an iPad. The CRM integration with our interactive visualisation platform gives the Ballymore team extra information about a warm lead that they can use to follow up over the phone or by email if the sale isn’t immediately closed. If it is finalised, the system removes the property from the application. This also removes the risk of duplicate bookings and duplicate deposits, which can potentially damage the relationship with the client and, even worse, make them pull out of a purchase entirely.
The user experience has been designed to be as friction-free as possible – the interactions and gestures are exactly the same as they would be on any touch screen device to zoom, pan and rotate around to get every possible view of the model. To visit an apartment the user simply taps on any building to bring up the filtering user interface showing all the apartments that are still available in that building. From there, the user can narrow the results with a minimal number of taps, sorting by number of bedrooms, location, floor level and even the direction of the view. They can also quickly swap to any other building in the development while keeping the same filters with a single tap.
We are confident in saying that this is the most technically advanced digital marketing suite in the property market. If you would like to book a demo of this project or want to get more information, please get in touch.