Category: architects

Author | Paul Skuse, Oakfield Design & Creation

Architectural CGI (computer-generated imagery) is still a relatively new innovation in property development and construction circles, but it offers vast potential.

Planning CGI – or architectural visualisation – is the process of creating photo-realistic 2D or 3D images based on architectural drawings or development plans. They give realistic shapes, colours and textures to key design elements to help planners and other stakeholders better understand the visual impact of a proposed scheme.

CGIs allow architects and designers to bring their concepts to life and provide tangible evidence of their appeal to planners, residents, community partners, funders and other third parties.

Architectural visualisation is playing an increasingly central role across the whole project development cycle, from discovery and design to planning, construction and marketing.

From a planning perspective, 3D architectural visualisations augment planning applications with persuasive visual evidence of how the proposed scheme will look to provide context, tell the right story and alleviate any concerns.

The old cliché that a picture is worth a thousand words rings true. Architectural visualisation enables architects and developers to show – rather than explain – their concept to planners and provide compelling insight into the features of a proposed development plan. They leave little room for uncertainty, which helps speed up and streamline the planning process and increase the likelihood of a successful outcome.

CGIs can also help quantity surveyors and builders by modifying and calculating required materials to precise specifications, as well as being used as a valuable marketing tool to help drive sales and secure finance.

While traditional architect’s sketches and 2D technical drawings will always have their place in the planning process, CGI helps bring a proposed scheme into perspective like no other format can.

So, if you’re in the process of securing planning permission for a residential, industrial or commercial development project, here’s how architectural CGI can help.

Benefits of planning CGI
CGI is an extremely useful tool that allows planning consultants, their clients and local authority planning teams to understand how a building or development relates to, and interacts with, its environment.

It helps designers and architects to experiment and refine their ideas at the planning stage and identify and resolve any potential issues or pitfalls during the consultation stage. This can help save time and money by providing planners with the evidence they need to make better decisions.

Planning CGIs can be used to show how a building or extension will sit within its surroundings at street level or from multiple angles.

Different colours and lighting options can showcase how it will look at various times of the day or night.

CGI images can even be placed into aerial views of an area to show how an entire development will relate to its surroundings, amenities and access points. They can give planners a realistic sense of the potential visual impact of a proposed scheme. They also allow developers to experiment with different colours, textures and finishes to ensure the right choices are made when ordering materials and informing the construction process.

Planning CGIs are also helpful in land promotion. It allows developers to present how a site will look within a wider residential or commercial development, so planners and other stakeholders can visualise the land, its impact on its surroundings, and its infrastructure and services requirements.
Some of the other benefits architectural CGI offers include:

• Speeding up the acquisition of local authority planning consent
• Demonstrating the distinctive nature of development and the way it will enhance an area
• Overcoming planning objections and easing the concerns of residents and community stakeholders
• Clearly and accurately conveying the scheme’s design
• Providing clarity around the context of a proposed development and its relation to the surrounding area
• Creating professional, photo-realistic images for sales and marketing materials
• Enabling potential buyers to view specific details without visiting the site or even waiting for construction to start.

Why you need architectural CGI
Architectural CGI will help you to bring your proposed development to life and show its impact in ways that traditional 2D plans and drawings can’t.

It will help you weave a story that takes planners through the ideas, thought processes and creative thinking behind the scheme to help them better understand the vision.

The key to securing a successful planning outcome lies in your ability to convince planners of how your scheme with benefit a local area. It’s all about providing context and backing it up with compelling visual evidence to get people on board. That’s where Oakfield’s inhouse CGI studio can help.

With more than 30 years’ experience in the property development sector, we understand the planning process and how to navigate it successfully. We help property developers, architects and consultants obtain planning permission for residential and commercial developments with high-quality, persuasive yet affordable CGI visualisations that enhance planning applications and give them the best chance of success.

View our latest Planning CGI projects here, or call us today to learn more about our services and how we can support your next project.

Author | Paul Skuse, Oakfield Design & Creation

In recent conversations with a seasoned developer, a common grievance emerged: marketing to prospective buyers in the world of property development can often feel like an unrelenting and arduous task.

It’s a sentiment that resonates with many in the industry. The reality is that the property market, like any other, operates on a spectrum of readiness. Studies consistently show that only about 3% of potential buyers are ready to make a purchase right now. The remaining 97% are in varying stages of consideration, from initial interest to future planning.

Understanding the 3% Rule
This stark statistic underscores the relentless nature of property marketing. In an industry where success hinges on converting interest into action, reaching and engaging with that critical 3% of ready buyers while nurturing the remaining 97% is both an art and a science. It demands a comprehensive strategy that combines creativity, precision, and persistence.

The 3% rule, often referred to as the “3% rule of buying,” is a well-known concept in the marketing world. It suggests that only a small fraction of your target audience is actively ready to buy at any given time. The rest are either not yet aware of their need, exploring their options, or waiting for the right moment. While it might sound daunting, understanding this principle is the first step toward developing an effective property marketing strategy.

The Relentless Pursuit of the 3%
The 3% of ready buyers are like precious gems in the vast landscape of potential customers. They are actively searching for properties, comparing options, and evaluating offers. Your goal as a property developer is to be at the forefront of their consideration. This means creating captivating marketing campaigns that not only grab their attention but also provide the information and assurance they need to make a purchase decision.

To reach this select group, developers must employ a mix of online and offline marketing channels. This includes everything from eye-catching websites, sales brochures, site branding to impactful CGI imagery and films, search engine optimisation manipulation via content marketing to social media advertising and email marketing campaigns. Every touchpoint with potential buyers should be carefully crafted to resonate with their needs and desires.

The Power of Nurturing Leads
However, the relentless pursuit of the 3% should not overshadow the importance of nurturing the other 97%. These individuals are not lost causes; they are future prospects. They may not be ready to buy today, but with the right approach, they can be converted into loyal customers tomorrow.

Nurturing leads involves maintaining a consistent presence in their journey, offering valuable content, and building trust. This can be achieved through interesting and informative social and blog posts, imparting sharp imagery and content that showcases the development as well as the lifestyle afforded in the scheme’s locality, and personalised email follow-ups. By providing relevant information and staying engaged, developers can keep their projects top of mind – and more importantly, ahead of the competition – for potential buyers when the time is right.

The Powerful Role of Content Marketing
Content marketing plays a pivotal role in the relentless world of property development marketing. Creating and sharing valuable content not only helps educate and engage your audience but also establishes your authority and expertise in the industry. From in-depth property guides to virtual property tours and expert insights on market trends, content marketing positions your brand as a trusted resource.

Moreover, content marketing helps bridge the gap between the 3% and the 97%. While the 3% may be actively searching for properties, the 97% are looking for information and guidance. By providing them with the information they need, you can gradually move them closer to making a purchase decision.

Building Trust and Delivering Value
In an industry where significant investments are at stake, trust is paramount. Building trust with potential buyers is a long-term and constant endeavour that requires consistency and transparency. It involves delivering on promises, showcasing past successes, and addressing concerns or questions proactively and quickly.

To truly excel in property development marketing, it’s essential to go beyond the transactional mindset and focus on delivering genuine value to your potential buyers. This can involve going the extra mile in customer service, offering innovative solutions, and staying attuned to the constant flux in today’s market trends.

Conclusion: The Relentless Path to Success
In the world of property development sales, marketing is indeed relentless, but very achievable. The 3% rule serves as a reminder that the road to success in selling new homes is not a sprint but a marathon, made up of sprints! It requires patience, persistence, and a deep understanding of your audience’s needs and behaviours. By embracing the 3% rule, nurturing leads, and consistently delivering value and telling the story of your build from planning stage through to PC, property developers can navigate this unrelenting landscape and achieve lasting success in a highly competitive market.

Ready to take the next step? Reach out today to discover how a cost-effective content marketing strategy can position you ahead of the competition and in the minds of your prospects, whether they’re the 3% or part of the 97% waiting to become the next 3%.

Author | Paul Skuse, Oakfield Design & Creation

The secret selling power of planning CGI
The planning process is in-depth and complex. It’s mired in bureaucracy, with many moving parts to resolve to achieve a successful outcome.

When it comes to planning, context is everything. If planners can visualise how a development will look at the outset, it can improve your chances of success.
Unfortunately, painting the right picture and selling your vision from simple sketches, 2D architectural drawings and planning documents can be tricky.
It’s hard to bring a scheme to life before the planners’ eyes if they have no way to visualise the scope and scale of what you’re proposing.

Fortunately, there is a solution, and it might be more affordable than you think.
Computer-generated imagery (CGI) plays an increasingly central role in the planning process.

When done right, CGI can provide planners with a more realistic view of what a project might look like, and the impact the design and construction might have on its surroundings.

This not only provides stakeholders with a better understanding of how the proposed scheme can enhance an area but can also speed up the decision-making process by helping planners understand all the potential benefits.
Here, we take a closer look at the secret selling power of CGI and how it can support your next planning application.

What is planning CGI?
Planning GCI – or architectural visualisation – is essential for presenting proposals to the planning authorities. As its name suggests, planning CGI involves applying digital technology to create images and visual effects. While CGI has been around for a long time, planning CGI is becoming more sophisticated and accessible.

With digital technology, property developers can create photo-realistic 2D and 3D renderings of sketches and architectural drawings, to give people a quick understanding of the concept and visual impact of a proposed scheme.
Designers and architects can explore different colours, finishes, materials and textures to see which works best, while lighting can be changed to show how a building might look at different times of the day or night. You can also create visualisations of a proposed scheme from multiple angles, to present a complete understanding of how it will sit within its environment and the visual impact it might have.

This can not only help planners visualise the potential impact of a scheme, but also help to allay the fears of residents, community stakeholders and other interested third parties.

The benefits of planning CGI
Planning CGI offers many benefits. Here are some of the ways you can harness its secret selling power:

Sell your vision
CGI is an extremely persuasive selling tool. Well-presented and professional planning CGIs can help you create a lasting impact and sell your concept to planners, funders, investors, potential buyers and even any colleagues who may not have fully bought into your vision.

Support tenders
Utilising photo-realistic CGI renders will help speed up the planning process, but can also help when tendering. It can help close the distance between the contractor’s quote and the developer’s requirements and set realistic expectations all round.

Tell the right story
When it comes to securing planning consent, effective storytelling is everything. It’s all about setting the scene, demonstrating context and then providing visual reassurance that the proposed development won’t negatively impact the surrounding area. In most instances, it’s also about showing how a development can actually benefit an area. This is very tricky to do with traditional architectural drawings. CGI excels at creating an aspirational vision and the lifestyle that goes with it. It’s an essential part of the planning side of things and the overall marketing/branding strategy for your scheme.

Quality control
CGI can help designers, architects, and developers identify and iron out any potential problems or challenges at the design stage. You can experiment with different colours, textures, materials and finishes to perfect the scheme and assure quality before it’s presented to planners and other external stakeholders.

This helps speed up the process considerably and means you’ll probably be equipped with the right information to answer any queries or concerns, as you’ll have already worked everything out beforehand.

How can Oakfield help?
Securing a successful planning outcome is all about convincing the planners of how your proposed scheme with benefit the local area. It’s about providing context, telling the right story and backing it up with compelling visual evidence to get people on board.

That’s where Oakfield can help. With more than 30 years’ experience in the property development sector, we understand the planning process and how to navigate it successfully.

We help property developers, architects and consultants obtain planning permission for residential and commercial developments with high-quality, persuasive yet affordable CGI visualisations that enhance planning applications and give them the best chance of success.

View our latest Planning CGI projects here, or call us today to learn more about our services and how we can support your next project.