Complete Development Marketing: the Aleje Kwitnącej Wiśni Case Study

Over 100 homes, 5 unit types, 3 finish options for each and a theme that had to be visible in every frame. Here is how we have spent two years building the complete marketing for a development in Siechnice, Poland: from renders, through interactive 3D floor plans, to no fewer than 15 virtual tours.

About the Development and the Client

Aleje Kwitnącej Wiśni (Cherry Blossom Avenues) is a development of over 100 semi-detached homes, each split into two units, built by the developer Mironiuk in Siechnice near Wrocław. The name is no accident: cherry blossom is the theme of the whole scheme, and from the very first brief the client made it clear that it had to be visible in the renders.

Working with Mironiuk stands out from most projects for one reason: the client came to us with a precisely defined scope. A finished brief, a clear specification, specific expectations. That level of preparation on the developer’s side speeds up delivery considerably and keeps iterations to a minimum. From day one both sides know exactly what is to be produced.

We have been working together for two years. The development keeps growing, and so does the scope of material, as described below.

Complete Development Marketing: the Scope

For Aleje Kwitnącej Wiśni we created a full ecosystem of marketing material. Not just static renders but interactive sales tools too.

• Architectural renders of the development : buildings, rows of homes and communal spaces, all with the signature cherry blossom theme.
• Apartment interior renders : the finish specifications in photorealistic quality.
• Renders for a static 3D masterplan: precisely prepared views of the buildings and whole rows of homes, used as the base for an interactive masterplan with clickable homes on the project website.
• Interactive rotating 3D floor plans of every unit: one of the most distinctive parts of this project, with its own section below.
• 15 virtual tours: 5 unit types, each in 3 finish options.

Virtual Tours in Three Finish Options: 15 Tours for One Development

This is the heart of the project and the element that best shows the developer’s thoughtful approach to sales.

Mironiuk wanted to show future buyers what their home could look like in different versions. So we created 15 complete virtual tours: each of the 5 unit types in three finish options, budget, standard and premium. Buyers don’t have to imagine the difference between specifications from a table of materials. A virtual tour, which is a genuinely enjoyable experience, lets them see every option with their own eyes and compare them easily.

Technically, a virtual tour with finish options can be built in two ways: as a switch inside the tour, where the interior changes before the viewer’s eyes, or as separate tours linked from the relevant places on the project website. At Aleje Kwitnącej Wiśni we used both, choosing the approach to suit the site structure and the way each unit is presented.

One technical detail is worth mentioning: we host all the tours on our own server. The developer’s website embeds them with a lightweight snippet of code, so the heavy panorama files don’t slow the site down or eat its bandwidth. The developer gets a fast website and smooth tours at the same time.

The tours cover not only the interiors but also the terraces and balconies of each unit, so buyers can judge not just the room layout but the outdoor space too, which matters just as much in a family home.

Interactive Rotating 3D Floor Plans Show Every Corner of the Home

Anyone who has prepared sales material for a development knows the dilemma. A flat top-down plan shows the whole layout but looks technical and flat. An attractive perspective 3D plan makes a much better impression, but walls and furniture hide parts of the rooms, so buyers don’t see everything. It isn’t always a problem, but in pursuit of perfection we developed a hybrid solution.

That is exactly what we used for Aleje Kwitnącej Wiśni: interactive rotating 3D floor plans. Buyers rotate the floor plan with a mouse or finger and view the interior from every side. Nothing stays hidden, and the presentation keeps the full appeal of a 3D perspective. Interactive features like this make the whole presentation far more engaging and easier to understand.

We prepared these plans for every unit in the development. Few developers choose this option, mainly because few know it exists. It costs more than a classic plan, but it genuinely makes the unit pages stand out from competitors showing flat technical drawings.

The Cherry Blossom Theme: Visual Consistency Across Everything

The name sets expectations. From the first brief it was clear that cherry trees had to be a recognisable feature of every exterior render, and of course they had to be in bloom, because that is when they are at their most beautiful and distinctive.

In 3D production terms that means a consistent spring setting across the whole series, from single buildings and wide shots of the rows of homes to the virtual tours that also lead out onto terraces and balconies. As a result the development has an instantly recognisable visual identity. A buyer who has seen one Aleje Kwitnącej Wiśni render will recognise every other one, which is exactly what you want from consistent development marketing.

Two Years Together: Marketing That Grows With the Development

A development of over 100 homes isn’t built in one go, and neither is its marketing. Over two years the scope of material has grown steadily along with the development.

The most interesting part of this evolution is the new house types. In the first months of sales the developer got to know its buyers’ needs even better and responded by adding new types of homes. That made the development more varied and better suited to different groups of buyers. Each new house type meant another series of renders, floor plans and material for us, produced in a style consistent with what already existed.

This is the kind of partnership we value most: not a one-off project but a long-term relationship in which the marketing of a development evolves along with it.

See the project website: alejekwitnacejwisni.pl

Complete Development Marketing: When It Pays Off

Selling over 100 homes takes years, so the marketing has to be ready for that. A complete approach, where renders, the masterplan, floor plans and tours all come from one studio, keeps all the material visually consistent and lets the system grow without starting from scratch at every change.

We create complete development marketing packages for developers, from single renders to full sales ecosystems with virtual tours, 3D masterplans and interactive floor plans.