3D Marketing Visuals for a Developer: the Zakątek Chmielna Case Study

A development that started as a design on paper. Today it has over 80 homes on sale, several dozen already sold and more buildings planned. Here is the complete marketing package that has driven those sales from the very beginning.

About the Development and the Client

Zakątek Chmielna is a small development of terraced homes in a green part of Żyrardów, with a quick commute to central Warsaw. The developer CUD Development commissioned a complete set of marketing material from us when the scheme existed only as an architectural design: no buildings, no photos, no sales material.

We worked closely with Weronika from Sahaty, the main contractor for the development. Her involvement at every stage, from choosing the camera angles to the details of the interior styling, had a direct impact on the quality of the final result. Collaboration like that is rare, and it shows.

We have worked with Sahaty for several years. Every so often they come back with news of more buildings planned, and we extend the masterplan, add new material and update the website.

Complete Marketing Material for a Developer: the Scope

For Zakątek Chmielna we prepared a full package of 3D marketing material, from development renders to a finished website.

• Photorealistic exterior renders: views of the whole development, individual homes and communal spaces. Material for the website, social media and print.
• Interior renders of the homes, showing the finish specification and furnishing before they physically exist.
• 3D floor plans: instead of flat technical drawings, every home has a three-dimensional plan that shows the layout and proportions in a way any buyer can understand.
• A 3D animation with people : more on that in the next section, because it is what sets this project apart.
• 3D virtual tours of the grounds and inside the homes, available directly from the website and the 3D masterplan.
• Interactive 3D masterplan : an interactive presentation of the whole scheme, divided into individual homes with their availability.
• The zakatekchmielna.pl website, built from scratch with the masterplan, unit sheets and all the material built in.

A 3D Animation With People: Marketing That Sparks the Imagination

This is what clients mention most often when they get in touch: “we want an animation like the one for Zakątek Chmielna.”

An architectural animation with people isn’t a camera flying through an empty development. It is a film that shows life: everyday, natural, specific. Children playing football on the lawn. Parents playing with their kids. A mum out for a walk with her baby. A dog running between the buildings. A neighbour driving out of the garage.

Each of these scenes is carefully designed to trigger a specific thought in a potential buyer: “I’d like to live here.” That works far more powerfully than the most beautiful render without people.

Technically, we create animations like this in 3ds Max combined with Chaos Anima, a tool that gives access to a large library of characters with natural, ready-made movements. The characters can be customised and combined with different motion sequences, so we can build unique scenes for every development.

A 3D Masterplan: Two Ways to Present a Development

When designing a developer masterplan, a studio faces a choice that shapes how the whole scheme is presented.

The first option is an interactive masterplan with full 3D rotation: users can turn the model freely, zoom in and out and explore from every angle. We use this when the spatial layout and surroundings are key to understanding the scheme, especially for developments of detached homes and sites with irregular terrain.

The second option is a static masterplan with interactive home selection: users see the development from a fixed perspective, click the home they are interested in and go to its sheet. We use this when the layout reads clearly from one view and the priority is getting to information about a specific home quickly.

For Zakątek Chmielna we chose the second option: a development with a regular layout of terraced homes reads perfectly from a fixed perspective, and buyers reach their home’s sheet in a single click. The static masterplan is complemented by a 3D virtual tour of the grounds, so users can walk around the development and get a feel for the space from a passer-by’s perspective, not just from the air. Together the two tools give a complete picture of the scheme before it physically exists.

The Project Website: Everything in One Place

We built zakatekchmielna.pl from scratch as a complete sales tool: a gallery of renders, the 3D masterplan, virtual tours, unit sheets and a contact form, all in one place on any device.

The site works in two languages, Polish and English, which opens the development up to buyers from abroad. The virtual tours are hosted on a dedicated LightVision subdomain and are accessible straight from the site navigation.

The Result: Marketing Material That Has Been Selling for Years

Several dozen homes sold in a development that started as an architectural design. Buyers reserved homes purely on the strength of the renders, the animation and the virtual tours, without being able to visit the site.

The developer regularly comes back with news of more buildings. That is the best measure of how well the marketing works: the development grows, and the system grows with it.

The material we created for Zakątek Chmielna isn’t a one-off project. It is a long-term sales tool that has been delivering results for several years.

See the project website: zakatekchmielna.pl

3D Marketing for Developers: When to Go for the Complete Package

This project shows the value of one studio handling the whole package. Architectural visualisation, animation, virtual tours, the masterplan and the website are produced in one process: they are visually consistent, ready on one deadline and built to work together.

We create complete 3D marketing packages for developers planning housing estates, apartment buildings and commercial schemes.