Presale marketing
What a Presale Gallery Has to Answer Before a Buyer Will Call
A buyer cannot walk a building that does not exist, so the gallery has to carry the visit.
Renderings
The Image Everyone Commissions First
A hero rendering earns attention but rarely answers anything. Decide what each image is for before you pay for it.
Floor plans
A Floor Plan Has Two Readers
Marketing plans and construction drawings have different jobs. Here is what to take out, what to add, and what a marketing plan should not imply.
Tours
When a 360° Tour Earns Its Budget
A tour does one thing very well, and it is not always the right spend. A few questions show whether your project needs one.
Sales galleries
Nine O’Clock at Night, on a Phone
Imagine the first visit with no one there to help. Availability, pricing cues and a page that loads decide what happens next.
Campaigns
Your Campaign Is Longer Than Your Launch
A presale campaign runs for months, tied to milestones from groundbreaking to topping out. Plan what each one needs before you need it.
Accuracy
What a Rendering Is Allowed to Promise
Images are marketing representations, so accuracy protects the sale. Here is how to tell fact from atmosphere before you publish.
Getting started
What to Have Ready Before You Commission Visuals
Good inputs set the quality and the schedule. Here is the list, and what is good enough to start.
Renderings
How to Review a Rendering Without Starting Over
Late changes cost the most, and vague comments cost nearly as much. Review in the right order, and write notes an artist can act on.
Sales galleries
Live Availability Is a Sales Tool and a Promise
A buyer who has fallen for a home wants to know whether it is still there. The answer only helps if it is true today.Images on this page are computer-generated concept images, not real projects.