An office worker at Raffles Place trying out the VR goggles. (Photo: PropertyGuru)
In a move that could very well be a first in Singapore, leading real estate portal PropertyGuru is exploring new opportunities in the field of virtual reality (VR) technology.
On Monday (27 June), the group launched its first mobile showroom in a VR truck parked at Raffles Place. Passers-by were provided with VR goggles to view condo showflats, while property agents were on hand to provide consultations.
According to Bjorn Sprengers, Chief Marketing Officer of PropertyGuru, the idea for a VR truck came after the group began experimenting with new technologies such as drone videos and VR on different platforms, which they found was more engaging to consumers.
“We merged the concept of a property pop-up store and VR into that of the VR showroom,” said Sprengers.
To bring the concept to life, PropertyGuru consulted with creative agency Brilliant on the brand message and creatives, while MediaCorp worked on the production of the truck.
Sprengers noted that the move into VR technology aims to serve the new homes segment, which according to research, is currently underserved.
“The disadvantage of new homes is that they have not been built yet,” said Sprengers. He gave the example of how a VR showroom can be effective when a project’s showflat has been demolished and the developer still has unsold units.
Other advantages of VR technology include its more immersive experience than virtual tours or 2D photos, said Sprengers.
“We are definitely looking to enrich the content on PropertyGuru, and VR is one way,” he said, adding that more products and services will be rolled out in the next 12 to 18 months.
Meanwhile, PropertyGuru’s VR truck will head to Century Square in Tampines next Saturday (9 July), and Jurong Point on Sunday (10 July), from 11am to 6pm.
Romesh Navaratnarajah, Senior Editor at PropertyGuru, wrote this story. To contact him about this or other stories, email romesh@propertyguru.com.sg
