Bridging the Imagination Gap In Marketing New Construction


In Part 1 of this article series we noted that one of the biggest challenges that luxury real estate professional face when marketing new construction, whether it is a single-family residence or an entire master planned community is bridging the imagination gap. Most prospective buyers need to see the finished product before they are willing to hand over dollars to reserve a home or a condominium unit. 

You may recall that people were lined up to reserve a Tesla Model 3 way before actual production. But, the Model S and the SUV already were on the road. To make it easy for buyers to imagine what it would be like to live in the Residence Club in Ocean Reef Florida we collaborated with an award winning videographer and also one of the top international 3D animation firms to create a very compelling visual experience. See the 3D video on this page:

Interactive Floor Plans

To help make the experience even more immersive we also created two interactive floor plan maps. The first one allows prospective buyers to see and compare the floor plans for each unit. See the interactive floor plan on this page:


The second interactive feature enables them to see photos of the each of the lifestyle features incorporated in the18,000 square foot Concierge Clubhouse, such as the spa, the theatre, and the bistro. See the interactive floor plan on this page:

Together, the interactive floor plan maps and the 3D video create a method for bridging the imagination gap. These elements are a necessity, if you plan on marketing a new project prior to completion of construction.