Harron Homes Transform Home Buying Experience with Interactive Property CGI
Client: Harron Homes
Development: Castle Green Pontefract
Services Delivered:
- Virtual Showhomes
- Flythrough Animation
- Hero CGI’s
Harron Homes has built a strong reputation for building prestigious, high-quality, and energy-efficient homes throughout northern England. Known for delivering beautifully designed properties, Harron aims to elevate their customer experience further by making the home-buying process more accessible and engaging for its new house-type range.
The Situation
Since his appointment as Managing Director of Harron Homes’ Yorkshire division, Neil Reaney has been committed to delivering exceptional customer service, with a clear vision of positioning Harron Homes as a leader in the industry.
With the upcoming launch of a new range of house types at Castle Gardens in Pontefract, Harron Homes wanted to use the opportunity to digitally transform their customer experience and sales strategy. Driving effective home buyer engagement and qualifying leads early can be challenging off-plan for many residential developers, but increasingly so for developers releasing a new house type range.
Traditionally, developers have been limited in the information they can provide prospective buyers, typically offering only floor plans, flat site plans, and static CGI imagery of individual house types. This level of detail often falls short for buyers purchasing off-plan, leaving them needing additional reassurances or the opportunity for on-site exploration as the development progresses.
After witnessing the impact of interactive sales and marketing tools at Avant Homes, Robert Clubbe, Marketing Coordinator at Harron Homes, aimed to transform the home buying experience to align with Harron’s growth objectives and Neil Reaney’s vision for exceptional customer service.
Key aims of the project included:
- Ability to launch a new housetype range off-plan and secure reservations.
- Qualify leads and drive engagement to the new housetype range
- Enhance buyer’s online experience and confidence off-plan.
The Solution
A deep understanding of our property partners’ goals and priorities is central to EyeSiteView’s approach in the initial stages of any collaboration. For Harron Homes, it quickly became clear that their primary objectives were to launch their new range of house types off-plan and to elevate the customer experience by providing greater visualisation and exploration throughout the buying process.
From initial exploration on the website and social media and to Harron’s future sales centres, we developed a comprehensive package of interactive 3D group assets.
The group assets created below would not only enable Harron to effectively engage home buyers off-plan for the Castle Gardens developments, but they would also support future launches where those house types are present.
The Impact of Interactive Property CGI for SME House Builders
For SME house builders like Harron Homes, the integration of interactive property CGI tools can transform their ability to sell homes, particularly off-plan. Traditionally limited to static imagery and basic plans, builders often struggled to provide prospective buyers with a complete picture of their developments and homes, making early sales challenging.
Interactive Property CGI enables potential buyers to better understand the design, layout and surroundings of their future homes, boosting confidence and engagement early in the sales process.
Harron Homes' Virtual Showhomes
With a new housetype range launching at Castle Gardens, Harron faced the challenge of marketing and effectively engaging home buyers with minimal assets available. Keen to drive off-plan engagement and enhance the buyer’s experience from day one, EyeSiteView created a digital twin of Harrons Showhomes.
Virtual Showhomes not only allow buyers to explore every housetype before they have been built and staged on-site, but they also provide buyers with the ability to visualise key upgrade choices in the kitchen, bathroom and bedroom. This functionality provides Harron’s customers with greater confidence and understanding from day one.
Harron Homes can embed a link for home buyers to explore, and visualise upgrade options on their website, and property portals, such as Rightmove or Zoopla.
Harron Homes Interior Flythrough Animation
In addition to its Virtual Showhome portfolio, Harron Homes sought to boost engagement across all channels by incorporating interior flythrough animations. These animations offer a dynamic way to present each property, highlighting its design and features while giving potential buyers a sense of lifestyle, aspiration, and the ability to visualise the space in stunning, photorealistic CGI.
With these flythrough animations, Harron Homes can quickly capture the interest of buyers, allowing them to explore properties more effectively than through traditional methods. Delivered in high-quality 4K and 1080p formats, these assets can be seamlessly integrated across various platforms, including large-scale displays, ensuring a consistent and captivating experience for potential buyers.
Staged Interior CGI
Completing Harron Homes’ Virtual Showhome package are our interior Hero CGI images, designed to be utilised at every stage of the sales process. These high-quality visuals can be featured in digital brochures, individual house-type pages, property listings, and across social media, allowing Harron Homes to offer potential buyers a realistic preview of their upcoming showhomes before they are even built.
The Result
The Virtual Showhome package will enable Harron Homes to successfully launch their upcoming development at Castle Gardens in Pontefract off-plan while becoming a key element of their broader marketing strategy.
This interactive package will allow customers to visualise and explore each house type in the range, offering greater clarity and reassurance during the decision-making process. It also provides buyers the opportunity to explore house types that may not be available as physically show homes on-site on launch.
We are thrilled to partner with Harron Homes and look forward to supporting them in reaching new heights in customer experience and engagement in the coming months.