If you’re in real estate, how do you go about marketing a building that’s still under construction? A building no prospective tenants or purchasers can look at? Well, Manhattan-based tech startup Floored has a solution: launched in January this year, its proprietary technology takes high-resolution scans of any interior or exterior space and converts them into vibrant, video game standard 3D images. This is the kind of product the average product manager would just love to preside over.
Why every product manager would like to work for Floored
Floored’s co-founder, Harvard graduate David Eisenberg, says that most virtual tours are simply 2‑D panoramic photographs, but his company’s offering is far more realistic:
“We want to give people full digital control over what it’s like to be inside the space,” he said, adding, “Our hope is that this can replace the photograph.”
Heading an 11-strong team of software boffins, his aim is to make Floored the industry standard for real estate marketing. And, product managers take note, this is no mere pipedream. The startup already has a goodly number of top office and retail clients on its books, amongst them Taconic Investment Partners, Vornado, CBRE Group, Cushman and the developer Hines.
Here is Taconic’s VP of Construction, Colleen Wenke, singing the praises for Floored after using its interactive 3D technology to lease up an under-construction 330,000-square-foot office space at 619 West 54th Street:
“[It] helps to bridge the gap of experiencing the space — of putting furniture in, understanding how many offices could go in the perimeter, how many bodies can I put in. A video won’t tell you that.”
Filling a void
Maybe that’s why Taconic is planning to integrate the startup’s technology on its main website to showcase yet-to-be-finished office spaces. It’s also using Floored to lease up an under-construction office building at 7 Bryant Park (all 470,000 square feet of it) which won’t be ready until 2015. Dan Doty, an MD at Taconic, said that people want to “be on the floor and walk the space to experience it.” When that can’t be done literally, Floored’s technology “is a great way to fill that void.”
Eisenberg has revealed that the startup’s revenue is already in the single digit millions – and rising.
One thing’s for sure: the startup’s product manager must be one happy individual.