Home Topics Real Estate Show potential buyers everything you need to know about developing with Imerza

Show potential buyers everything you need to know about developing with Imerza

Do you have any suggestions for products to review by our real estate technology expert? Email to Craig Rowe.

Emerza offers real estate developers and professionals comprehensive real estate rendering, virtual tours and data visualization tools.

Platforms: Browser
Ideal for: Residential and commercial building developers, landlords, teams and local sales agents

Top selling points::

  • Extensive community rendering and animations
  • Data-driven presentations
  • Photo-realistic indoor tours
  • Real-time integrations with multiple public and private data resources
  • Street level outdoor tours

Main concern::

Probably cost. However, developers and agents challenged by government agencies on development projects must weigh the cost of delays and legal entanglements against the software investment.

What you should know

I was in the middle of public real estate development battles.

In public, the real estate side is always the bad one. Greedy. Indifferent. You heard it all.

Agents, marketers, and figureheads are all ripe for attack and are often left for dead in smoldering piles on Nextdoor threads when the project finally (as almost always) lays the groundwork. It is not uncommon for jobs to be lost and people to quit after particularly intense, protracted debate.

Imerza is a company that wants to work out peace agreements between both parties.

The data-enriched platform for visualizing real estate and communities creates living, breathing development solutions. The realistic, haunting models show what life will be like when a whole new mixed-use community is built on the street, or what house models will look like in a proposed 1,000 house subdivision.

In short, if you want to know what a single family home or 50,000 acre commercial industrial center will look and feel like, Imerza can do it.

This is an incredibly powerful software offering with excellent long-term potential for the industry.

With graphics and mockups comparable to the high-end video game console, the company can help developers, lenders, and neighbors understand everything from pedestrian traffic in front of a storefront to hours of sunlight in the new community pool.


Using architectural drawings, initial sketches, approved plans, zone data, and multiple sources of public and private data, the company creates exceptionally detailed renderings that can be overlaid and enhanced with a range of decision-critical information. Traffic counts are just the beginning.

Imerza representatives took me on a tour of a future development in Atlanta. From the street (moving cars stopped for us as we crossed the street) we entered a building lobby, followed by an elevator, selected a floor from a pop-up number pad, went into an office common area, and went to a conference room window, to confirm that the building next door would not block the view or natural light.

Allocation stack plans can be activated from wide outside angles to display the total number of building vacancies and the individual device specifications.

Agents can have an aspiring buyer view the building from all angles, see which unit interests them most, and then step inside for a tour.

Imerza demo by CHIL & CO. On Vimeo.

They also showed a major overhaul of the housing estate with adjoining retail centers, parks and clubhouses.

The animation led to an empty lot where a potential buyer can select a floor plan, view, and exterior colors and then enter their possible new home for a tour or take a look around on the porch. Everything is there: dead ends, landscaping, variations of the front door, perspectives of day and night.

On-site sales reps and developers can work with Imerza to create scenarios where buyers can go through all the options through a web browser in their home, make decisions, and fill out interest forms. Talk about warm leads.

Basically, think about taking a Matterport tour of an as-yet-built neighborhood, browsing multiple homes, and then seeing what kind of equipment the community’s fitness center has and where you want your locker to be.

Development teams often struggle to communicate the benefits and physical impact of a project on the surrounding neighborhoods. And for that, they should experience some kick back. After all, you need to be extremely clear about your arguments when changing the feel of an entire community.

This is the first and foremost problem that Imerza solves, whether you are building an airport or a townhouse.

And of course it offers the full marketing power of 360 tours and virtual staging.

I’m a big fan of a product called TopHap. Aside from the photorealistic tours and visualizations of real estate, TopHap and Imerza have a lot in common: the ability to harness data volumes and computer processing power to find simple solutions to complex real estate problems, many of which often cost countless millions of dollars on the line.

In a particularly striking display of his skills, Imerza was involved in creating a dynamic 3D-printed model of Tampa, Florida as part of the city’s multi-billion dollar redevelopment project, Water Street. It is located in the project’s marketing center.

A number of laser projectors hung above the model, each of which could shine on the model-specific real-time data sets about the intended construction project and the streets, buildings and places in the area. On the walls surrounding it, LCD screens show corresponding immersive views of all areas highlighted by the data projected above. This is the next level real estate sale. Video below:

Water Street Tampa – case study film by Votary Films on Vimeo.

Imerza is heavily service minded, which means most notable projects involve more than a few uploaded photos and emails.

But when the future of an entire development is shaken, let alone the reputation of the people behind it, should you limit your PR efforts?

Despite the capabilities of this company, the people there just want it to be labeled “Enterprise Technology for Real Estate Development”. Technically, that’s true, but only in the way Airbnb is a space-sharing technology.

Do you have a technology product you’d like to discuss? Email to Craig Rowe

Craig C. Rowe started commercial real estate at the start of the dot-com boom and helped a number of commercial real estate companies build their online presence and analyze internal software decisions. He now assists agents with technology decisions and marketing by reviewing software and technology for Inman.


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