Selling What Isn’t There

Most people don’t realize how much trust it takes to buy something that doesn’t exist yet. A future apartment isn’t just unseen—it’s unbuilt. And yet, fewer than 1% of developers use virtual tours to help buyers visualize these spaces. Why? Because the tools are too slow, too expensive, and too painful to revise. We spent ten years building high-end tours the old way—until a client asked for the impossible: a unique tour for every unit in a 600-unit building. That moment led to Suitesflow. This essay is the story of why we built it, what we’re trying to fix, and how showing people what isn’t there might become the new normal.