01
The Off-Plan Sales Dilemma
What Floor Plans and 360 Tours Fail to Communicate
A floor plan tells a buyer that 220 sqm is large. It does not let them feel the ceiling height, the depth of the living room opening onto the terrace, or morning light across the kitchen stone — the qualities that justify a $4M price. 360 tours close part of that gap, and work well for mid-market, finished homes. For luxury off-plan sales to international investors they fall short in three ways:
✕Static camera positions: 8–20 fixed viewpoints joined by jump cuts. The buyer never builds a continuous sense of the space.
✕No finish choice: Shot with one specification. Buyers cannot see the apartment they are actually buying, with their marble and timber.
✕No dynamic lighting: The light is whatever it was on shoot day — often not the morning light the marketing promises.
