Real Estate Marketing with 3D Visualization: Best Practices

The Swiss real estate market is intensely competitive. Developers, builders, and agents face the challenge of marketing their projects professionally — often long before the first spadeful of earth is turned. 3D visualizations have become an indispensable tool in this effort. But not every visualization achieves the desired effect. In this article, we share the most important best practices for using 3D visualizations in Swiss real estate marketing.

The sales brochure (also known as the sales documentation or expose) remains the central instrument in Swiss real estate sales. High-quality 3D visualizations form the heart of this documentation. Best practices: Use at least one striking exterior view as the cover image — it determines the first impression. Show three to five interior views of the most important rooms (living area, kitchen, master bathroom). Ensure consistent quality and style across all images. Make sure visualizations are print-ready (minimum 300 dpi, ideally in TIFF or PNG format). At Mirae, we deliver all renderings in both print quality and web-optimized versions.

A dedicated project website is now standard for premium new-build developments in Switzerland. 3D visualizations play a central role here. Best practices for digital presentation: Use large-format images in the hero section — the first view must impress. Offer an image gallery with all available perspectives. Integrate 360° tours for an interactive experience. Optimize image sizes for fast loading (WebP format, lazy loading). Set alt texts and structured data for search engine optimization. A well-designed project website with high-quality visualizations significantly increases time-on-site and inquiry rates.

Social media is an increasingly important channel in Swiss real estate marketing. 3D visualizations are excellent social media content — provided they are used correctly. Best practices: Create square and vertical formats specifically for Instagram and LinkedIn. Use before-and-after comparisons (existing state vs. new build) for high engagement rates. Show material studies and design variants as carousel posts. Post behind-the-scenes content showing the visualization process. Focus on video content: camera fly-throughs of the visualization generate significantly more attention than static images. At Mirae, we create social-media-optimized formats and short animation sequences on request.

Homegate, ImmoScout24, and Comparis are the most important real estate portals in Switzerland. Image quality on these platforms has a direct impact on click-through rates and inquiry volume. Best practices for property portals: The first image is critical — use the most impressive exterior view or the most atmospheric interior view. Upload all available perspectives — more images mean more trust. Pay attention to the correct image size and aspect ratio (varies by portal). Supplement renderings with floor plans and site maps. Studies show that listings with professional visualizations receive up to 49% more clicks than listings with simple plan drawings.

Despite digitalization, print media and physical advertising materials continue to play an important role in Swiss real estate marketing. Construction site signs with a high-quality visualization generate local attention and walk-in interest. Best practices: Construction signs require very high image resolution (minimum 150 dpi for large formats). Use a single, powerful view — on a construction sign, the message must be grasped in seconds. Include a QR code linking to the project website or 360° tour. For newspaper ads and flyers, similar principles apply: clear visual language, high resolution, and a clear call to action.

The right timing for commissioning visualizations is crucial. Ideally, you should commission the visualization once the design planning is established — after the preliminary design and before the construction project phase. By then, the key design decisions have been made, but there is still enough time for production. For the sales launch of a new-build project, we recommend commissioning visualizations at least four to six weeks before the planned marketing start. This allows sufficient time for creation, revision rounds, and integration into all marketing channels.

Professional 3D visualizations are the backbone of successful real estate marketing in Switzerland. They work across all channels — from sales documentation to the project website, social media, and real estate portals. The key is consistent quality, proper formatting for each channel, and optimal timing. At Mirae, we support you from the initial idea to final delivery — with visualizations that sell. Contact us for a no-obligation consultation.