Nativa
Pre-sale for a high-value residential development
nativaliving.anagramarquitectos.com/
Process
Research
I worked with the architect's renders and benchmarked other pre-sale pages to see how well they communicated their projects. I also gave myself the freedom to think like a user: what would someone expect to find landing on a pre-sale page for apartments at this level.
Constraints
Practically none in terms of content: we had every render we could need, including 360° images that I used to build a virtual walkthrough of the facilities, aiming to give users a sense of closeness to the apartments even though they didn't exist yet.
Validation
Emails and calls generated directly from the page were the signal that the site was doing its job, those leads were what Nativa's sales team then closed.
Final solution
A pre-sale site centered on a 360° virtual walkthrough of the facilities, with the information and renders needed to generate qualified leads before the physical product existed.
Result
Every apartment sold before construction was finished, with emails and calls generated from the page as part of the funnel feeding the sales team.
Takeaway
In a pre-sale involving this much money, it would have been worth doing even more benchmarking. When the user can't touch or visit the product, every piece of information you show them has to be as relevant as possible, there's no room for filler.