Real estate · Mexico
A website for a
pre-sale
development
Selling what cannot be visited yet.
A pre-sale is the hardest case there is: a large decision is asked for on something that does not exist. Here is what the page has to do to carry that decision, what fails in most of them, and how the work gets organised.
The problem
Buying something you cannot see
In a normal sale the product is there: you touch it, try it, return it. In a pre-sale there is nothing — a plot, some plans and a promise of delivery two years out. The only thing that fills that gap is the ability to make it imaginable.
So pre-sale sites that fail almost always fail the same way: they show information (square metres, amenities, location, floor plans) when what is needed is experience. The competitor across the road has the same square metres.
An honest test: if your page can be summarised in a table of areas and prices, you are competing on number alone. And in pre-sale, whoever competes on number loses to whoever discounts more.
What fails
The four usual mistakes
The render gallery
Twenty images in a grid, all weighted the same. Nobody looks at them all and none of them says anything. Those same twenty, put in an order with rhythm, tell the whole project.
The form before showing anything
«Leave your details and we will send you the information». Someone who has not fallen for it yet does not leave a phone number, and whoever does is getting the obstacle out of the way. A lead collected like that is worth nothing.
The PDF as a substitute
A downloadable brochure is not an experience: it is a chore. It gets downloaded, forgotten in the downloads folder and never read. Worse: it interrupts exactly when there was attention.
The phone as an afterthought
Most people looking at a pre-sale look on a phone, often because someone shared it. If the page is designed for desktop and the phone is the shrunken version, the good material looks bad exactly where it is seen most.
What works
What the page has to do
| What the buyer needs | How it gets solved |
|---|---|
| To imagine living there | A journey with order and rhythm, not a gallery |
| To understand where it is | The surroundings told, not an embedded map |
| To believe it will be delivered | Who builds it, what they delivered before |
| To know if they can afford it | Ranges and payment terms, up front |
| To ask without committing | A direct message, not an eight-field form |
The first row is the one almost nobody solves, and it is the one that decides. A scene you travel through — light that changes, space that opens as you descend — does in twenty seconds what a gallery does not do in five minutes. This is how it gets built →.
The material
What is needed from your side
- Renders at good resolution, and where possible of the same scene at different moments: that is what allows a journey.
- Floor plans, if only to understand proportion and decide what to show.
- The sales argument in one sentence. If it does not exist, finding it comes first — without it no journey is worth building.
- Verifiable hard facts: who builds it, what they delivered before, construction progress if there is any.
- Payment terms, even as ranges.
If construction video or 3D walkthroughs already exist, they get used. If they do not, the scene can be built from still renders with programmed movement, which comes out considerably cheaper than producing video.
When not to
When this is not for you
If you sell finished inventory with dozens of units changing status daily, you need a portal with search and filters, not a journey: a different tool suits you and I will say so on the first call. If the pre-sale goes to a closed list of investors who already know you, a well-made presentation does more than a public site. And if there are neither renders nor an argument yet, what is missing is not a website.
The studio
Who does the work
Johonatan Cordero, web designer. Cauce is a one-person studio: I design and code, so you deal directly with whoever does the work and changes do not travel through a chain of emails. The real estate pre-sale sample is in the studio journey → and the numbers are on the pricing page.
Questions
Frequently asked
Does this work if the renders are not ready?
It works for planning it, not for publishing it. The journey can be written and structured while renders are produced, and that saves weeks later. What cannot happen is launching without material: a pre-sale lives on making things visible, and with no image there is nothing to see.
What about the renders the architect already delivered?
They almost always get used. What is usually missing is not quantity but order: twenty loose images in a gallery exhaust people, and those same twenty placed in a journey tell the project. Sometimes two or three extra angles are needed to close the sequence.
Can it connect to our CRM or booking system?
Yes, and it is worth doing from the start. Forms can deliver wherever you already work. What I do not build are inventory portals with hundreds of units changing status on their own: that is a different tool and I will say so on the first call.
How long does it take?
Six to eight weeks for the first scene, counting revision rounds. If the release date is close the scope can be narrowed, but the process cannot be compressed.
What does it cost?
It starts at $25,000 MXN + VAT for the main scene, and additional scenes cost less because the world is already built. It is broken down on the pricing page.
Contact
Tell me about the development.
Tell me what it is, where it is and what material you have. With that I can tell you what scope makes sense and whether there is time for the release date.
or by email johonatan@encauzar.com
