Four Key Stages to Launching a Project - A Strategic Approach to Render Release
Few tools are more vital than 3D architectural renders when launching and marketing an off-the-plan property.
Understanding when to release what renders is essential, impacting everything from the Development Application (DA) process, to securing media coverage, and attracting buyers.
For nearly a decade, Volume Vision has worked with developers, architects and project marketing agencies, developing an acute understanding of optimal render release timing.
Here, we detail our recommendations on the best render release schedule across four key stages.
Stage #1 - Development Application Lodgement
Council & Consumer-Focussed Renders
The Development Application represents your first opportunity to reveal a proposed property: to decision-makers within Council, the media, and, through any media coverage, the community at large.
When releasing DA renders, we consider two groups: Council and consumers (including media and prospective buyers).
While Council and consumer-facing DA renders are hero, exterior shots (showcasing a project in full amongst its surrounding landscape), the specifics of these render types differ.
Renders targeted to Council should display a project merging seamlessly within its existing environment. Whereas, renders targeted towards consumers will show a project standing out from its surroundings, drawing attention and sparking interest.
For Council-focussed renders, we typically include mock-ups of approved, yet-to-be-built developments that will surround our client’s project.
For consumer-focussed renders, we take the opposite approach, omitting any surrounding developments that may serve to distract, ensuring our client’s project is the focal point of the render.
These two approaches both work to build early interest and support among key audiences, setting a strong foundation for future launch stages.
Below is a render of our client Molti’s Kangaroo Point project which was used in Molti's DA launch media efforts.
Kangaroo Point proposed development - Molti
Stage #2 - Soft Launch
Leading Interiors, Elevated Shots & Residential Amenities
Following DA approval, the next renders released are for a project’s soft launch.
The soft launch offers your first opportunity to showcase a project’s interiors, so we recommend releasing the most visually captivating shots, including master bedrooms, expansive living rooms, and balconies.
Additional renders released at this stage include:
Elevated shot showing a building’s location without revealing the full building
Residential amenities, like pools, work facilities and outdoor spaces, which perform well from an advertising standpoint
These renders should highlight the project’s unique selling points, helping to attract interest and build momentum. They should ‘tease’ the project without giving too much away.
While the exact number of renders released during a soft launch will differ depending on the project, between three and five is recommended.
FARO - by Bottega & 5Point
PIPIS - by SIERA Group
Stage #3 - Full Launch
Collection of Internal & External Renders
Renders released during a full launch should offer a comprehensive overview of the development, allowing prospective buyers to visualise themselves in the property. These include:
Internal renders, focussing on one to two unit types, will feature living areas, kitchens, ensuites, and balcony shots with a view.
External renders, including the project’s facade and surrounding streetscape.
Additional lifestyle and amenity renders.
Utilising Volume Vision’s walkthrough software, we often also develop a 3D architectural copy of one apartment - generally, the most impressive unit other than the penthouse, helping to generate enquiries from a broad group of prospective buyers.
Stage #4 - Ongoing Sales & Marketing Campaign
Tailored Renders to Address Specific Project Goals
Following a project’s launch, we recommend new renders be released every three to four months, allowing feedback from buyers and the market to guide which additional visuals are required.
Utilising data on what units are selling well or struggling, walkthroughs of the latter unit type can be created, helping to mitigate buyer concerns and support sales outcomes.
See a testimonial from our client Brent Thompson here to learn how creating a unit walkthrough, post-project launch, boosted sales at Siera Group’s Tapestry project.
As well as supporting sales and enquiries, new renders help communicate progress and provide confidence to those who have already purchased.
For these reasons, clients should save budget for the ongoing sales and marketing campaign, ensuring renders are tailored to suit a project’s unique challenges and objectives.
Renders are one of the most effective assets in any developer’s sales and marketing toolkit, and knowing when to release which renders will contribute to a strong, memorable, and impactful project launch.
Contact Volume Vision today to learn more about our render release strategies, or to discuss the specifics of your upcoming project.
