When talking about physical models, there are really two types related to marketing (well three, if you count models that we hire for photos and video) :
- Table top models - traditional scale models that are placed on a table, box, etc.
- Full size unit models - building out an actual condo unit.
So why not use table top or full size units? Let me start by saying that we think table top models look cool, but lack in the real usability as they aren’t easily transported and have a very limited usage outside of a sales center. Full size units on the other hand do allow a buyer to touch finishes and walk through the space. The problem besides cost, is that you are still only giving the user one model to tour.
We therefore recommend a hybrid approach. Build a partial unit model that consists of a bathroom and kitchen. Both of these should be typical and should focus more on finishes and materials as opposed to the exact layout. Actually by not setting up an exact model, the buyer will understand the meaning and avoid confusion.
To really sell the project lifestyle you need a digital model. This means a virtual representation created inside a computer program that can than be output to print, website, video, etc. This offers the greatest flexibility and can save marketing dollars by foregoing the table top model and/or the majority of the physical unit model.
It also gives you a more dynamic way to tell the story; allows for multiple versions of finish packages; various unit tours; interactive sales tools (both online and in the sales center); and provides the best return on your marketing investment.
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