Selling 576 Homes Before the Tower Exists
An off-plan sales platform for a 62-floor residential tower, shipped in six weeks
A Tbilisi developer needed buyers to trust a building that was still a render. We built the sales platform that takes them from tower story to enquiry.
What the developer needed
The developer was selling a 218-meter, 62-floor tower off-plan: no interiors, no show flat, only renders. Buyers judge the building by everything around it, starting with the website. Portals bury it among hundreds of projects; templates look like every other developer site. We built a fixed-scope sales platform in six weeks around five buyer questions: Tower, Residences, Amenities, Location, Enquire. Scroll-driven motion reveals the key numbers (218 m, 62 floors, 576 residences) and stays fast on phones. The developer owns the Next.js codebase.
Constraints we had to design around
- 01
No product to photograph
Off-plan means renders, floor counts and architectural facts only. The platform had to sell scale, views and lifestyle through art direction instead of photos of finished units.
- 02
Luxury bar, real budget
Buyers compare the site with international developer sites instantly. It had to clear that bar without a global-studio budget, so we focused on a few decisive choices.
- 03
Cinematic motion on mobile data
Scroll animation and full-bleed renders can kill load time. Many first visits come from a shared link on a phone, so performance was a requirement.
- 04
Every buyer question, no wall of text
Floor count, unit mix, amenities and location all had to be there before a buyer would enquire, without turning the page into a brochure PDF.
Architecture and what we shipped
- 01
Buyer journey as the information architecture
Five sections in the order a buyer decides: Tower, Residences, Amenities, Location, Enquire. No generic homepage-plus-pages sitemap, no dead ends.
- 02
GSAP scroll storytelling on real content
Tower imagery, headline type and the key stats reveal in sequence as the visitor scrolls. Motion is tied to content, not autoplay video, which keeps the payload small.
- 03
Restrained editorial UI
Dark tones, serif display type and generous space carry the positioning and keep the interface out of the way of the renders and the numbers buyers care about.
- 04
One enquiry action everywhere
Every section links back to the same enquiry path. A buyer convinced by the amenities is never more than one click from starting a conversation with sales.
- 05
Mobile-first build and image pipeline
The scroll experience was built and tested on phones first. Render-heavy sections load images sized for the viewport they appear in.
Six weeks, brief to launch
Content and structure first, motion second, performance last. Each two-week block ended with something the developer could review on a staging URL.
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Weeks 1-2
Direction and structure
Five-section buyer journey defined, renders prepared, visual direction locked
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Weeks 3-4
Build and motion
Next.js platform built, GSAP scroll reveals added for hero, stats and section transitions
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Weeks 5-6
Performance and launch
Image loading tuned for render-heavy sections, cross-device QA, go-live
What shipped
From architectural brief to a launch-ready sales platform
Buyer-journey sections: Tower, Residences, Amenities, Location, Enquire
Floors told through dedicated stats, imagery and scroll-driven storytelling
Questions developers ask us
Can you build a real estate sales website for a property that isn't built yet?
Yes. This platform sold from renders and architectural specifications, not finished-unit photos. We plan the content and visual strategy around what an off-plan project actually has, and make the numbers and the location do the work photography would normally do.
How do you make a premium property site on a limited budget?
We put the money into a few decisions that carry everything: typography, motion and the order of sections. Fewer pages, each one deliberate. That is cheaper than a sprawling site and reads as more expensive.
Does an animation-heavy real estate site still load fast on phones?
It can if motion is built on real content. We use GSAP scroll triggers instead of background video and serve every render at the size the viewport needs, so the experience survives a mobile connection.
How long does a property development website take?
This one took six weeks from brief to launch, including direction, build, motion and performance work. We quote a fixed price for the written scope after a free scoping call, and the timeline is part of that quote.
Selling off-plan? Your website is the show flat.
Send us the renders and the deadline. You get a fixed price for the written scope and a sales platform your team owns.