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Real Estate Business Review | Wednesday, June 08, 2022
With the invention of AR and VR technologies, the sales and marketing landscape of the real estate industry has changed.
FREMONT, CA: Conventionally, potential buyers had to visit homes and spaces, making the entire process lengthy and often tedious. However, realtors adopted digitalization through websites and social media profiles with technological advancements.
But with the invention of AR and VR technologies, the sales and marketing landscape of the real estate industry has changed. AR/VR applications have clarified and improved the conventional home renting, buying and selling processes.
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Augmented reality
AR technology covers digital content on top of the real world. AR users can control their real-world presence by accessing the technology through a smartphone.
Virtual reality
Virtual Reality Technology substitutes reality with a completely new 3D, digitally simulated environment. By wearing a headset, VR users sink into a fictional form of reality, enabling the system to completely control their minds.
AR/VR in the real estate industry
The advantages of using AR/VR can be broadly understood as follows:
• Cost-effectiveness. Real Estate AR/VR eliminates traditional marketing costs, such as staging a property and offering a better ROI to the agents and sellers. It also reduces travel expenses for prospective buyers, especially those far away.
• Wider geographic/global reach. Future buyers can now view properties virtually, from anywhere in the world. With the support of AR/VR, neither buyers nor real estate professionals have to constrain their reach to local markets.
• Enhanced customer experience. The AR/VR technology in real estate provides customers with an immersive real-life experience of the property. It helps them visualize the property and connect deeply with their potential home-to-be. Furthermore, virtual staging enables clients to personalize the interiors. The whole process improves the client's overall satisfaction.
• Saved time resources. Agents no more need to schedule visits or stage properties for marketing houses. They can virtually handle rural and remote properties from the comfort of their home and office. Likewise, buyers can save traveling time and effort.
• Quicker deal turnouts. Virtual reality home tours and staging give prospective buyers a feel of the property. The decision-making process is simplified. Accordingly, agents see quicker property transactions and reduced sale cycle time.
• Competitive advantage. Adopting advanced technology provides a unique differentiating factor to the real estate company and agent. It offers a competitive benefit by highlighting one's profile over others in the same industry.
Limitations of Adopting AR/VR in real estate:
Here are some pressing challenges in adopting AR/VR in the real estate industry.
Resistance to advanced technology
One major challenge to adopting AR/VR is people's general resistance when adopting new and advanced technology. People assume advanced technology to be difficult to use. Buyers may thus be doubtful of AR/VR technology in real estate and choose to visit the property personally.
Health and sanitation concerns
Customers may not support the concept of sharing VR headsets with unknown people, fearing contamination. Also, VR headsets may cause nausea or dizziness among some, particularly older clients.
Concerns about data privacy and security
The adoption of AR/VR Technology needs the real estate company to share all sensitive information and concepts related to the virtual project with the VR creator. Unfortunately, this reveals the company to a new wave of potential risks regarding data security and the privacy of sensitive information about their employees, tenants or vendors.
Large capital expenditure
Investment in real estate AR/VR technology is a huge capital expenditure. In the long run, this investment can be cost-effective and profitable, given low maintenance and zero salvage cost. Nevertheless, from a short-term perspective, the investment is hefty. For companies struggling with liquidity, implementing this technological shift can be difficult.
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