How early should visuals be ready?

Hero renders and a simple website should be ready before any public announcement, so every enquiry lands on a page that already shows the project.

Do we need all of it?

Not always. Smaller projects often start with hero renders and a website; tours and film are added as sales begin.

Can one studio produce everything?

Yes — and it's usually more consistent, because every piece comes from the same 3D model.

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Pre-construction marketing: what a development needs before launch

DARK · 2026-10-29

Selling before construction means buyers commit to something they can't visit. Everything they see has to replace the visit: what the building looks like, how the homes feel, where it sits, and why now. This is the checklist we work through with developers.

Pre-construction marketing: what a development needs before launch

1. Hero renders: the building in its real setting

Two or three exterior images do most of the work across listings, signage and ads: one at eye level from the street buyers will actually use, one that shows the setting and views, and one at dusk. They should match the approved design and the real orientation of the site.

2. Interiors and amenities

Buyers buy rooms, not façades. Render the main living space, kitchen and primary bedroom of the key unit types, plus the amenities that justify the price. Use the real finish schedule so the sales team never has to explain a difference later.

3. A walkthrough or launch film

A 60–90 second film carries the story that stills can't: arrival, light through the day, the view from the terrace. Cut it in 16:9 for the website and sales gallery and vertical for social.

4. A live 3D tour

A tour buyers can open on a phone lets out-of-town and overseas buyers move through the home at their own pace. For unbuilt projects it is built from the 3D model; for show units or existing buildings it can be captured as a Gaussian splat.

5. The project website

One link that holds everything: images, film, tour, floor plans, location and an enquiry form connected to your CRM and ads. Developers with more than one project benefit from a permanent site where each development gets its own page.

6. Sales tools

Floor plans and availability, a brochure, sign boards and a presentation for brokers. These reuse the same visuals, so producing them last saves time.

The right order

Model once from the architectural set → hero exteriors → interiors → film and tour → website and sales tools. Each step reuses the previous one, which keeps costs and schedules under control.

Weeks before launch: model, hero renders, website live with an enquiry form
Launch: film, tour, interiors, broker presentation
During sales: construction updates added to the website