How many times have you seen people crowding around a model of a development on a computer? I bet not many times, if any. However, how many times have you seen people casually strolling through a shopping mall, seeing the model of a development and get excited? It has very possibly even happened to you!
People are attracted to models in a way that they are attracted by few other marketing methods. If you do not believe me, try selling a car without showing the client an example of the car he/she intends to purchase.
People are attracted to architectural models because it involves them emotionally and intellectually more than just a one dimensional plan or even a 3-D graphic on a computer screen. People relate personally to the environment created on the model.
Even though people will tell you that they can think three dimensionally - the truth is that most people cannot. That is why people look at their proposed house plans in a totally different way when they see an actual 3-D model of the structure.
According to the classical view of marketing a seller need to create Attention, get the Interest of your prospective client, cause them to Desire your product and the Act. The size, the detail and the presentation of an architectural model will handle the first three stages, the seller only need to address the last one.
If a developer invests 1% to 5% of the projected cost of a proposed project on a model and saves rebuilding one wall or changing one crucial design factor, the cost will already be worth it. In fact, the investment on the model is often less than 1%.
You cannot afford to be caught without a model!
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