DVD Presentations for Elite-Class Real Estate: How We Do It, and What Is the Price.
If the object is already built, a presentation typically involves digital video-shooting. In most cases, when shooting real estate, we use the so-called Steadycam system. This is a dedicated gyroscopic device allowing the cameraman to move his camera smoothly, in a jerk-free way. The Steadycam makes it possible for the camera to shoot 'flying-in' into rooms, indoor 'passages' and panoramas. The Steadycam totally eliminates camera vibration when shooting from a helicopter.
A rather expensive but very impressive technique consists of using a camera crane. The crane allows 'flying up' building walls, shooting unexpected panoramas (e.g. flying from behind a corner up to five stories high) to show both the building exterior and the view as seen out of windows. Once, using the crane we managed to 'fly out of a window': the view smoothly changed from the building interior to exterior without interrupting the shooting.
To set up the exterior lighting, we often use light panels that reflect the natural light directing it to shadowed facade fragments. One shooting day involving the use of high-quality equipment costs from $1,500 to $5,000.
This is a period typically required for a complete shooting of one object.
Even if your object has already been commissioned, it is often necessary to use a 3D model. It is the only way to approach to the building using the bird's eye view (which gives the best opportunity to reveal the most important component of any real estate object: its location).
Provide a quick object survey from all directions, integrate it into the infrastructure, remove all unnecessary details - we can do all of it. A smooth transition from a footage of an object under construction, showing the full swing of work on it, to a high-quality model is particularly impressive. It produces an effect of a fast-forwarding the construction for several months! To produce the desired effect, we often have to build a model of entire building blocks.
High-quality modeling is the most sophisticated and the most expensive part of the job. Depending on the complexity and the detail level, working on a model can cost from $1,500 to $5,000 per object.
Animation can be rendered at the computer in two ways - with standard or realistic quality. The standard quality provides full information on the object and looks nice enough, but one still can see it is a digital graphics product. As for the realistic quality level, it yields a picture indistinguishable from the reality. However, the calculation time in this case may be several times longer.
In the first case, one second of the animation is rendered by the computer in 10-15 seconds; in the second case, it takes 6 hours.
The animation price changes respectively: from $50 to $450 per second.
This is a stage of processing of filmed materials: removing defects and emphasizing advantages. For instance, once we had a case where several balconies on the facade of an elite-class residential building were wrapped in polyethylene film (apparently, for repairs). Therefore, we hade to replace them with 'clean' balconies so that not to spoil the impression. In another example, an overcast sky was turned to a cloudless one, and we also have produced and artificial quick 'evening' with a sunset and lighting-up windows. Typically, the post-production budget does not exceed $2,500 per project.
We recommend the DVD format: it combines the highest quality, interactive features (you can select menu items, set the desired language, etc.), usability and reliability (unlike computer presentations, it always works and does not 'hang up'). DVD is perfectly for making pauses (without any image flutter), which is of the highest importance for talk accompaniment. Besides, the DVD format is very popular and wide-spread: DVD players are present in virtually every middle-income household, and all present-day computers feature DVD drives.
Ways of use and timing
The most typical application is an office demonstration or a plasma panel screen projection. If the office or the point of sale is located far from the object (or even in another city), a video presentation becomes a necessity. Interactive materials stored on a DVD are perfect for meetings with investors, partners, and clients, as well as for exhibitions and forums.
Demonstration on street LED TV screens or in advertisement clips on cable or specialized TV channels is also very efficient. Not to forget that a box with a DVD is a perfect souvenir for a potential client allowing him to review the presentation again over a cup of coffee, when back at home or in the office.
Presentation timing depends on the application type: it makes 20 to 30 seconds for a short TV clip, a street screen presentation or an item in the project list for a Company general presentation. Public event presentations can be 3 to 5 minute long. A DVD clip intended for a detailed examination by clients can take as long as 10 to 15 minutes. In the latter case, the presentation is divided into subsections for better viewability.
According to Western standards, a presentation budget is efficient if it does not exceed 0.7% of the total project cost (while total marketing expenses can reach 10-15% or more). Creative and technical materials should be useable both for printed and Internet applications: it would significantly increase their productivity.
A presentation itself is an important element of the project introduction to the public. A high-quality, spectacular presentation does not only stimulate sales, but also provides your Company with an image of a modern, high-tech, customer-oriented structure.