What Developers Really Sell
If you’ve ever walked through a pre-construction showroom, you’ve probably felt it: the dissonance between what’s being said and what you’re seeing. They call it a home. But there’s no building yet — only a floor plan, a few fragments of interior design, and a video that looks like it was made for a luxury […]
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.
