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  • Writer's pictureJennifer Rowe

Marketing before development – why it’s important

Updated: Jan 15

Property visualisation including property CGI and architectural CGI has become increasingly popular when marketing off-plan property. In this article, we explain why not everyone will see beyond the brick and mortar so it’s really important that you help them to get past this by making your sales pitch visual.

Buying a property can be really exciting. From knowing all the fine details from what it looks like on the outside to what it looks and feels like on the inside, house hunting is very much a visual purchase and an emotional experience. But, what do you do when you have a property that hasn’t been built yet?

And from your perspective, what do you do when you have invested your money into building a development but you have no buyer? We understand how you must be feeling. We understand that you need to act fast and get some long-awaited return on your investment.

Walking through a site with work ongoing, armed with architectural plans and flat 2D floor plans do communicate a lot however is this enough to push the buyer over the line?

Perhaps, If you have a large enough site then an investment can be made to build show homes in advance but this of course incurs costs and causes havoc with the build schedule. For sites where a show home isn't possible the world of property visualisation becomes a key tool try and build that emotional connection.

Property visualisation can take a wide range of forms, all of them bring the 2D architectural drawings into a 3D form which could be a property CGI (sometimes called architectural CGI's) or a video walk / fly through. These are by their nature technically accurate and true to the architects plans with the surrounding environment laid in, showing the true potential of the site. Interior and exterior features can be focused on and brought out in just the right light to bring that emotional connection to the buyer. That can be brought out even more with videos or virtual reality fly throughs.

Property visualisation will never be as good as the actual property once built, but it will emotionally connect with your buyer much sooner and potentially put pen to paper.

If you’re worried about investing in marketing before you have secured a buyer then let us reassure you that this is perfectly normal. Many of our clients now allocate and budget for marketing support before their development has started to ensure a quicker purchase and a secured buyer.

We are more than happy to have a chat about your needs and explain how we can support you in the best possible way.



Rowe & Co is a creative production studio specialising in high-end property CGI and marketing collateral services for residential and commercial clients. Based in Dorset we work throughout the UK.

Get in touch if you would like to find out more:


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