Stage 1 — Pre-launch: identity and awareness
No units are sold at this stage; the objective is to build an interest list and position the brand.
Assets produced here are the hardest to recover if project decisions change, so this stage favours material that is independent of those decisions: project identity, name, location narrative and general atmosphere.
- Project identity: name, logo, typography, palette
- Location and lifestyle narrative — without architectural specifics
- Teaser imagery and site or context photography
- Registration page and interest-list capture
- Press and industry communication
Stage 2 — Active sales: conversion tools
Once architectural and material decisions are frozen, the conversion tools come in. This stage takes the largest share of budget and is directly tied to sales.
The critical discipline here is avoiding overlap. Render sets, 360° tours, scale models and digital twins overlap substantially; producing all four splits the budget without adding coverage.
- Digital twin: project exploration, floor and unit selection, personalised presentation
- Sales office setup: screen, presentation flow, show apartment or materials space
- Sales management system: inventory, offers, payment plans, commissions
- Digital advertising and search presence
- Print brochure and technical specification
Stage 3 — Run-out and handover
On most schemes the final 15–20% of stock is the hardest to sell, typically the less-favoured floors, aspects or types.
Producing new assets at this stage is less efficient than repositioning existing ones. A digital twin has a specific advantage here: the strengths of remaining units — garden access, terraces, quiet aspects — can be demonstrated concretely rather than argued.
Handover communication then feeds the pre-launch stage of the next scheme; a satisfied buyer reference is the lowest-cost marketing channel available.
Why sequence matters
Starting asset production before decisions are settled is the most expensive error. When a façade material changes, the render set, the model and the relevant parts of the twin are all reproduced.
Practical rule one: visual asset production should not start before architectural and material decisions are frozen. That freeze is the real start of the marketing timeline.
Practical rule two: the sales management system should be in place before, or at the latest alongside, the digital twin. Otherwise the twin cannot bind to live inventory and its personalisation capability goes unused.