Developer marketing runs on three photography phases: off-plan renderings before ground-break, progress photography during vertical construction, and the portfolio-grade hero shots after TCO. Plotpane is a photo editor, so it works on the two phases that produce photographs — the site captures and the finished building — without sending a photographer back. The renderings stay with your CGI studio.
A completed building still photographs like a building site for weeks: skips, cones, hoarding panels, contractor vans in the motor court, a stack of pallets by the entrance. Name what you want gone and the surface behind it is reconstructed to match. Anything you don't name stays — including anything a buyer's surveyor would want to see.
The tower tops out, CO issues, and the model units are dressed — but the remaining sold-shell and unsold-shell units photograph empty. Virtual Staging furnishes them in whichever of the ten styles matches the sales centre, so every unit brochure and every portal listing reads as one product rather than a half-finished building.
Completed-project photography is a capstone marketing asset. A single twilight hero of the topped-out tower — with warm interior glow across every floor — is what gets reused for five years across brokerage pitches, RFPs, and investor decks. Plotpane ships it from your construction photographer's clean midday plate.
Site photography is handheld, wide, and tilted back to fit the tower in. Perspective Fix puts the verticals plumb and the floors level, and Auto Enhance clears the mixed site lighting and the flat overcast. One tool per image, one credit each — no reshoot, no site visit, no crane access to book.
The photography that exists during a development is site capture and handover capture. Here is what Plotpane does with each, one tool and one credit at a time.
The progress shots that go into investor updates and the sales centre are full of skips, hoarding, cones and vans. Run Clutter Removal on the frames that matter, naming what should go, and the driveway or forecourt behind it is rebuilt with matching material and shadow.
Feature detailOnce the building opens, you still have 30-80% of inventory to sell and only one or two model units dressed. Stage the remaining units — room type, then one of ten styles — so every unit ships with furnished photography instead of a 'unit is vacant' frame that kills the click-through. The unit itself is not redrawn.
Feature detailThe single hero of the completed tower at dusk — floors warmly glowing, sky turned over — is the asset that ends up in every investor deck for the next five years. Produce it from the construction photographer's clean midday plate, in about two minutes, for one credit.
Feature detail| Dimension | Manual / outsourced | Plotpane |
|---|---|---|
| Clearing a live site from the frame | Wait for the skips to go, or pay a retoucher $15-$40 a frame | Clutter Removal · one credit · about two minutes |
| Unsold-unit photography | Skip it (units ship as empty photos) or pay $200-$500/unit to restage | Virtual Staging · one credit a room · 150 to a batch on Agency |
| Topped-out twilight hero | $10,000-$25,000 architectural photographer day rate + retouching | Day to Dusk from the midday plate · about two minutes |
| Investor-deck refresh | Coordinate photographer, permits, crane access for re-shoot | Re-render from the same plate — one credit each time |
| Disclosure & provenance | Varies — often no audit trail on CGI vs. photograph | XMP disclosure packet written into every export |
What we built this for — developers
Developer marketing has a specific pain: every photograph of the asset costs a site visit, and the site is a building site for most of the sale. What an in-house marketing team can do instead is take the frames the construction photographer already handed over — straighten them, clear the plant and the hoarding out of them, stage the unsold units, and push the completed hero to dusk. The CGI studio still owns everything before ground-break; we do not touch renderings and we do not make them.
One credit per image on every plan. Push a handover shoot through one batch — up to 150 photos on Agency — and every frame runs the same operation, so the set grades together. It edits photographs only: no renderings, no floor plans, no 3D, no video.
Instant exposure, color, and clarity correction for every listing.
Learn more Perspective FixStraighten leaning walls and tilted verticals — automatically.
Learn more Sky SwapReplace overcast, hazy, or overexposed skies with clean blue.
Learn more Lawn & Pool ReviveGreen the lawn and clarify the pool — subtle, believable.
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