From novelty to necessity

Proptech firm Immersiv co-founder and chief executive Christian Schwerdtfeger says buyer expectations have evolved, making immersive tech a core part of the sales process.The company produces photo-real renders, real-time interactive walk-throughs and 3D animations for display suites, online platforms and remote sales.

After two years of due diligence, REA Group invested in Immersiv in September last year and “doubled down again last month”.

Schwerdtfeger says the move reflects shifting buyer expectations.

“Buyers and the money is shifting. Buyers want to see more. With the Immersiv tour we average six minutes per user on the tour,” he said

Immersiv’s work spans boutique developments through to large-scale highrise and house-and-land projects.

Smaller projects may take a lighter package, he says, where big towers often take “everything we have”—renders, real-time interactive and 3D animation.

Less physical build, more digital immersion

Cost pressure is changing what gets physically built, Schwerdtfeger says.

Instead of large mock apartments “that are going to be torn down and cost a lot of money”, developers are investing in “an actual walkable experience” powered by real-time 3D.

Schwerdtfeger has seen projects shift from “almost a whole [physical] apartment” to “maybe a kitchen … a transportable showroom”, and now towards “experience centres where you move through different touchpoints and [are] removing the whole actual fixtures and fitouts altogether”.

Scale models are also being reconsidered.

“You can pay $30,000 to $100,000 for a scale model, which really don’t give you a lot,” he says.

With immersive tech “you can actually have a digital twin of Bondi and have your apartment in situ as if it’s already built”.

In suites, the tech is presented “on a big 65 to 80-inch TV” or “touchscreen table”, with sales agents steering the walkthrough from an iPad.

Crucially, “whatever we have in the showroom is mirrored online as well”, aligning with how buyers research.