Overview
Mark Huber wanted to test presale on a major four-unit townhome project, but the homes were still in rough framing. Under his normal process, he would finish, stage, and photograph before going to market. This time, the goal was to move earlier without sacrificing buyer confidence.
The objective was not simply to build a project website. It was to create a market-ready listing package that could launch through MLS and syndicate normally across the major home-search platforms while the project was still under construction.
A full presale listing package: photoreal renderings, real/CGI composite imagery, cinematic video, virtual walkthrough media, aerial context, floor plans, virtual staging, social content, and a white-label property website that could function like a real listing before the project was done.
The Problem
For decades, the standard approach had been to wait until the homes were complete, staged, and ready to photograph. But this project had a smaller window of opportunity, and waiting for completion would have meant carrying the project longer before buyers could fully understand what was being built.
The challenge was not just showing plans. It was creating enough realism and emotional clarity that buyers could trust the finished vision before the homes existed in finished form.
"It would have been 4 months before we would have had a finished product to stage and sell."
Mark Huber, Huber's Custom Building
The Presale System
This was not a single rendering package. It was a complete premium listing system built as a real market-facing launch: every major storytelling device needed for MLS, syndication, and direct buyer presentation, without having to cut corners because construction was still underway.
Architectural drawings, finish schedules, appliance selections, material samples, fixture specifications, millwork details, site conditions, and builder feedback.
Help buyers understand layout, finish level, light, and feel before the completed homes could be toured, while still functioning as a normal market-facing listing package.
The visuals were strong enough to influence design decisions during the process, not just marketing after the fact.
Site + Media
The live property site acted as the delivery system for the presale package: a place for film, visuals, walkthrough media, and project information to work together rather than living as disconnected files.
The strength of the package was that it did not ask buyers to imagine around missing pieces. Film, renderings, walkthrough media, floor plans, social assets, and the project site worked together like a complete market-facing launch from day one.
The original project site remains online and shows how the media package functioned in the market.
Open original siteRender / Reality
Once the homes were complete, the separation between presale media and finished photography became surprisingly small. That accuracy came from modeling directly from the real specification package, including fixtures, surfaces, millwork, appliances, and actual view orientation.
Selected Views
A curated set of interior and exterior renderings shows the level of clarity, finish communication, and atmosphere the presale package was able to deliver before construction was complete.
Outcome
Going live months before a traditional staged launch changed the timing of the sale process. It let the developer meet the market earlier, create real buyer confidence before completion, and reduce the carrying cost of waiting for a finished showcase unit.
Developer Proof
"I could not distinguish between the real thing and their photorealistic renderings, matterport and videos."
Mark Huber, Huber's Custom Building
Studio Novion
Studio Novion builds presentation systems for developments, luxury listings, and projects where the visual package needs to create clarity, trust, and momentum before the finished product is standing in front of the buyer.
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