The effect of renders, animation and VR on pre-sales, the right visual set and a budget plan.
Most residential and commercial projects are sold before construction ends. The buyer has only images, and the quality of those images directly affects trust and price. Our experience shows that a strong visual set clearly speeds pre-sales.
Which visuals are needed?
For a mid-sized residential project we recommend this minimum set:
- 4–6 exterior images (day, dusk, night, aerial, entrance perspective)
- 3–4 interior images for each apartment type
- 2–3 images for social facilities and landscape
- A 60-second promotional animation
- A walkable VR or web-based 360° tour in the sales office
How should the budget be split?
A general rule: allocate 0.2–0.5% of the project's sales revenue to visualisation. For a project with ₺400 million sales revenue, that is ₺800,000–2,000,000, enough for a full set (renders, animation, VR).
Case study
For a 412-apartment project in Ankara, 8 façade images, 22 interior images and a 90-second animation were prepared three weeks before launch. In the launch week 62 apartments went on pre-sale. Using renders plus VR instead of a show flat in the sales office saved about ₺1.4 million.
Timing
Start visualisation as soon as the architectural design is complete. Typical timeline: file hand-over, 1 week modelling, 1 week rendering, 1 week revisions. Starting at least 4–5 weeks before launch is safe.
Common mistakes
- Rendering with façade materials that are not finalised and then changing them
- Using only interior or only exterior images
- Omitting the legal notice: images should carry 'images are representative'
- Not writing delivery of high-resolution files into the contract
For a detailed visual-set plan use the free quote form.
Which channels should the visuals be used on?
Renders have the greatest impact as large prints and screens in the sales office, as galleries and interactive masterplans on the website, and as short vertical videos on social media. Preparing separate sizes and crops for each channel lets you get at least five different pieces of content from a single image.
Measurement
To measure the return on your visualisation investment, track visitor numbers, form conversion and the share of enquiries that become meetings in the first 30 days after launch. Use your previous project's data for comparison.