How a New Camera Could Change the Way Homes Are Sold
The 3D photography hype hits Boston’s real estate market.
3D technology has a history of not living up to its hype. ESPN launched a round-the-clock 3D channel in the summer of 2010 and shut it down in the fall of 2013 because no one was watching. James Cameron, our wandering prophet of three-dimensionality, has literally gone to the bottom of the ocean to find a way to keep the technology relevant.
But one Boston real estate photographer is betting he won’t have to go so far from home to bring the 3D revolution to his industry. Briggs Johnson, a photographer and real estate agent at Coldwell Banker, is the first person in Boston to use the Matterport 3D camera system to sell homes. “I want to be the first and the only, just get it in the door and offer it before anybody else,’’ Johnson said.
Matterport allows photographers to make immersive digital models of home interiors. One setting is like a Google street view of the inside of the house – you can walk down hallways and spin around in place. “Dollhouse View’’ is a spin-able, multi-level view of the whole unit with exterior walls removed. And “Floorplan View’’ gives you an overhead look at the homes layout, like a blueprint filled in with photography.
“I think it’s awesome,’’ said Johnson. “I think it’s a technology that is definitely going to be here to stay.’’
The renderings, or “3D Showcases,’’ (“I don’t even know what we’re calling it yet, it’s so early,’’ said Johnson) are undeniably awesome. I confess that a large part of the time spent writing this article was actually dedicated to wandering aimlessly through other people’s virtual homes. But as for whether they’re here to stay? Not a guarantee.
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Will it catch on?
For one thing, the 3D models are not useful for every listing, as even Johnson will admit. The technology is so good, it’s unforgiving to homes that have a lot of clutter or are not well-prepped. “It really gets you in there,’’ said Johnson.
The system is best suited for presenting high-end units in way that up the wow factor. “Really great units with a nice layout a floor plan, where it can really accentuate its features, that’s where it makes a difference.’’
Johnson also says the system can’t replace the value of a skilled real estate photographer. In photography, “You perfect lighting, you perfect the verticals, you perfect the white balance. It’s a true skill. This is pure technology,’’ he said. “It’s used in conjunction, but it won’t replace it.’’
The question yet to be determined is whether 3D renderings are destined to be a special perk for lux listing or whether they’re headed for widespread adoption.
The Matterport video embedding system has not yet been linked up with Boston MLS, or Multiple Listing Service, which is a shared database of home selling information that many real estate agents depend on. Will brokers and customers see the value and start to demand the service?
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The future of 3D
Johnson thinks so. He has only had his Matterport camera for a few months, but “all the feedback’s awesome.’’ In fact, the camera has convinced Johnson to accelerate his plans to leave Coldwell Banker behind and turn to photography full time.
“People are going to start asking for it, sort of like when the virtual tours came out,’’ he said. He actually sees any agent who currently uses a virtual tour as a potential client because he feels the Matterport showcases are so much better. “This makes it obsolete instantaneously.’’
And if Boston continues to grow into an international destination, the models will be powerful selling tools to overseas buyers. “Some people might take it sight unseen because they feel like they’ve been there,’’ said Johnson.
The same could apply to businesses looking to move in and capitalize on Boston’s innovation district growth. “I think it’s going to be great for commercial real estate. It really shows the space and people can see if their company is going to fit there,’’ said Johnson.
But for Johnson, the most excited prospects are the ones that aren’t possible yet. He says Matterport is a young company continually improving its product. “Even in the two to three months I’ve had [the camera] they’re always tweaking it,’’ said Johnson. “This is only the beginning. The technology of 3D is just starting.’’
Well, we’ve heard that before. But maybe this time it’s true.
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