Away from the pattern – towards the overall presentation

Scrolling through the website of a new construction project, you’ll usually find several renderings of interior spaces, commendably and quite expensively created by architects or other third-party providers. But no matter which unit within the project you look at, you’ll find the same renderings everywhere. Only when you look at the caption does it become clear: “Example image.” The renderings could therefore be from any apartment in the project, but not necessarily from the one the prospective buyer is interested in.

A similar phenomenon can be observed with units presented using home staging: Potential buyers want to view the unfinished building and are instead led to the decorated three-room garden apartment, when they are actually interested in the studio apartment on the first floor. “It could look something like this.” However, this “something like this” is only discernible from a black-and-white floor plan and relies on the individual imagination of the prospective buyer.

The fact is, prospective buyers don’t want to know how their future neighbors will live in the building; they want to know how they themselves will live. They’re unlikely to be ringing their neighbors’ doorbells regularly to admire their view or their fitted kitchens—at least, let’s hope that’s something the buyers of the model apartment won’t have to worry about.

Models do offer a starting point, but surely there’s a better way?

The final appearance of individual units is rarely fully visualized for every single one – and it’s not even set in stone yet. Enter optional extras. If one of your prospective buyers decides to purchase a unit (usually based on a floor plan), they have a multitude of options even during construction. This starts with choosing flooring and bathroom tiles and extends to the plumbing fixtures, where the question is which faucet is the most attractive.

In between, the buyer is handed numerous samples and product images from the fixtures catalog. If you’re one of those people who can envision the finished look of the property based on this, congratulations. Most of us would probably struggle to imagine the finished flooring in every room based on a small square of floor texture. The choice often becomes a torment due to a lack of imagination when it comes to such details.

A complete picture instead of individual puzzle pieces
Break with old patterns

The limited world of samples and visualization examples is no longer adequate for prospective buyers when choosing a new-build property. It’s time to focus on the digital twin in marketing – for every single unit. Instead of buying “from the floor plan,” your prospective buyers will now buy “from the 3D model,” configured to their exact needs. A more detailed visual decision-making basis leads to faster sales and a quicker marketing launch – you won’t have to wait for construction to begin or for your architects’ sample renderings.

With a comprehensive visual package for every unit in your project, there will be no more surprises for your prospective buyers when they receive the keys, because each unit already looks exactly as they envisioned it – without requiring any imagination on their part.