Posted by Kathleen Moore, CastleView 3D:
All the marketing gurus say that every company needs a “big, audacious idea” as its driving mission and reason for doing what it does every day. Here’s mine for CastleView 3D:
Make 3D renderings as indispensable as blueprints or construction documents for any construction or remodeling project.
Before the blueprint was invented in the mid-1800s as a way of making copies of construction drawings, every architectural plan had to be painstakingly hand-drawn. But the new “technology” was quickly adopted as an obvious improvement on the old ways. Everyone could see the benefit — so why not use it?
My hope is that this same tale will someday be told about 3D CAD modeling and rendering for architectural designs. The technology exists — why not use it to best advantage?
Yet there still seems to be resistance to the widespread adoption of 3D rendering as a standard procedure in architectural design. Just today I got a call from a prospective client who was having trouble visualizing his new home from the plans his architect had drawn up. He asked the architect for 3D images, “like the ones I see on HGTV,” but the architect refused, saying he just didn’t do those. Luckily this guy was smart enough not to take “no” for an answer — always the mark of a true pioneer! And his internet search led him to me.
Despite the inevitable holdouts (probably folks who don’t have the time or inclination to learn 3D rendering techniques), I predict that some day soon 3D renderings will become a must for all architects and home designers — not an extra or an add-on, but simply an accepted cost of doing business, like producing blueprints or construction documents. I believe this will happen because savvy consumers will come to demand and expect it.
Nowadays, why should anyone expect a customer to be satisfied with a flat, 2-dimensional blueprint or plan, when we have the technology and expertise to show them their project in mouthwatering 3D detail?
My big, audacious idea is the driving force behind what I hope to accomplish with this blog and my other marketing communications — educating consumers of building and design services about their options. I want them to understand that 3D renderings aren’t just some TV magic on home design shows like “Hidden Potential”, but that they’re available to anyone who understands the value in “seeing it before you build it.”
“3D Renderings for All!” is my new motto.