The End of Renderings: A Smarter Way to Visualize Real Estate
Some technologies don’t feel like technology when they work. They feel like clarity. There’s a strange gap in real estate. Everyone is trying to sell certainty, but all the tools produce ambiguity. Renderings, floorplans, brochures, fly-throughs — they all hint at the shape of something, but none of them let you hold it. Developers are […]
Renderings Are Over! The Future of Real Estate Is Clarity
Real Estate Renderings are dead. Not the kind of dead where they vanish overnight, but the kind where their power fades, their impact dissolves, and their cost outweighs their worth. For decades, real estate developers have leaned on glossy renderings—lobbies glowing with impossible light, rooftop pools framed by perfect sunsets—as the cornerstone of marketing. They […]
Why Selling the Dream in Real Estate Is Killing the Deal
Selling the dream in real estate used to close deals—until buyers started fact-checking the fantasy. Open any developer’s website in 2025, and you’re hit with a glossy illusion: rooftop pools shimmering under impossible sunsets, theater rooms with perfect lighting, co-working cafés where everyone’s on a MacBook or sipping espresso in spa robes. It’s a mood […]
Real Estate Content That Wins Isn’t About You
I’ve been thinking a lot about social media lately, not because it’s new—it’s not—but because real estate companies keep missing the mark. It’s 2025, and most brands treat platforms like LinkedIn or Instagram as a stage for self-congratulation. Award posts with polished trophies, champagne flutes at a gala, another “We’re thrilled to announce” milestone with […]
AI and Real Estate: When Everyone Is Impressive, No One Is
The flood of AI-generated content is drowning us, and it’s not just a nuisance—it’s a crisis of meaning. A few months ago, I was scrolling through LinkedIn, as one does, and stopped on a post: a jaw-dropping rendering of a high-rise penthouse, all sleek glass, impossible vistas, furniture that seemed to defy gravity in its […]
Real Estate AI Tools Must Be Boring to Be Good
The real estate world is caught in a tug-of-war over AI, and it’s not about whether it works—it’s about what it’s for. On one side, proptech companies are racing to jam AI into every corner of their offerings, desperate to stay relevant in a market that fetishizes the next big thing. They’re pitching generative tools […]
If you pitch me one more AI tool, I’m leaving the meeting.
I’ve been thinking a lot about AI lately, not because it’s new or exciting—it’s neither anymore—but because of something a developer said to me recently. We were in a meeting, pitching tools for real estate, and he cut us off mid-sentence: “If you pitch me one more AI tool, I’m leaving the meeting.” He wasn’t […]
Your Sales Center Isn’t the Funnel — It’s the Finish Line
This essay was born from a real demo with a real developer company based in New York. I don’t write these to sell. I write them because demos reveal what people actually believe — not the pitch deck version, but the quiet, habitual truths. The things said casually, as if they’ve always been true. That’s […]
Trust Starts with Atmosphere
There’s a peculiar truth in real estate that often goes unnoticed: trust begins not with facts and figures, but with the intangible quality of atmosphere. For those of us accustomed to the tactile experience of property transactions, this may sound counterintuitive, almost heretical. After all, isn’t it the granite countertops and square footage that close […]
What Buyers See When You Think They See a Floor Plan
A floor plan, to a property developer, is a blueprint—a precise schematic capturing spatial relationships and dimensions, a map of what is and what will be. Yet, to the untrained eye of a prospective homebuyer, it’s akin to a puzzle without a picture; a two-dimensional series of lines and symbols that somehow need to transform […]
