New dimensions

Using 3-D software has helped Sonoran Landesign’s clients get a better understanding of designed projects that will eventually be in their yard. Photo: Sonoran  Landesign In this tough economy, anything a company can do to distinguish itself from the competition is welcomed, even if it means some expense. For Sonoran Landesign, the implementation of a new 3-D software program for sales pitches was perfect for that little bit of edge the company sought.

“It has definitely separated us from the competition, many of whom are still doing hand-drawn plans,” says Travis McFarlin, general manager. “Things are brutal right now, especially for those middle-of-the-road projects. There is so much competition over those jobs, but this gives us the necessary competitive edge.”

For more than two years, Sonoran Landesign has used Structure Studios’ 3-D software VizTerra. It allows landscapers to draw their site plan in 2-D and then transform the drawing into an interactive, 3-D walk-through scenario.

“In the past, an estimated 30 to 40 percent of my clients have had an especially hard time looking at and understanding the plan, even though I’m pretty good at sketching,” McFarlin says. “So once they’re able to get into that third dimension, it’s a huge help. It’s that ‘aha!’ moment for a lot of clients and they get a better feel for the whole layout spatially.”

Before committing to the design change or software, there are specifics to consider.

“The most important thing, initially, is upfront costs – how much the program costs; what product does it give you,” McFarlin says. “The second thing would be the interface on it – how user friendly is it? If it takes your drafter seven hours to do one (drawing), it’s probably not going to be a money maker.”

McFarlin says the 3-D software adds about 35 to 40 percent to the design time. And Sonoran Landesign pays $100 a month, with a pay-as-you go deal, so it’s not locked into a long-term contract.

One thing to be cognizant of, he says, is that customers understand the 3-D image might not look exactly like the final product. For example, the finish of the materials may be different.

Seeing is believing
Hardscape companies rely on the artistic talent and listening skills of designers to transform customers’ ideas into a full rendering of a project. Before the customer gives the go-ahead to start building, it’s important they understand every design element of their project.

The authors are a frequent contributor and associate editor at Lawn & Landscape.