The building was still in scaffolding. There were no finished interiors to photograph and no façade to show, while the apartments already had to go to market. Buyers in this segment expect an experience: luxury, exclusivity, feeling. That calls for a creative solution when there's physically nothing to show.

So the brand identity became the foundation. Deep navy blue, warm cream tones and the Dom Tower of Utrecht at the core of the visual mark. A direct reference to the location, with a look that fits the price bracket.

The website had to do two things at once: convey the luxury feel of the project and convert. Every page was built to guide visitors toward a viewing. From the hero with photorealistic renders to interactive floor plans and an overview per apartment with specs, features and a location map, everything aimed at the next step.

A walkthrough of the website: from homepage and listings to detail pages, floor plans and contact modules. Every screen is built to guide visitors step by step toward a viewing.

Without photos, the imagery had to come from somewhere else. Using AI, photorealistic 3D renders were generated, a process that normally takes weeks but in this case was done in days. The result: images that look like professional interior photography. Herringbone oak floors, dark kitchens, emerald-green bathrooms, spacious terraces. Buyers saw exactly what they were buying while the building was still under construction.

The sales brochure tells the whole story: history of the Jansveld, detailed floor plans per apartment, atmosphere imagery. Used as a digital download and a physical copy at viewings.

Automated email flows guide interested buyers from first sign-up to viewing. Personalized with apartment selections based on preference, supplemented with location information.

A cold email campaign to fellow brokers put the listings in front of their buyer databases.

Twelve of thirteen apartments sold before delivery, together accounting for more than €10 million. The cold email campaign to brokers hit a 60% open rate — three times the industry benchmark. Not a single photo existed at the start; AI renders replaced the entire photography.