Markets
3D walkthroughs in Mar del Plata: selling to buyers who live far away
In short: In Mar del Plata, many off-plan apartment buyers live in Buenos Aires or other cities and only spend a few weeks a year on the coast. A 3D walkthrough lets them decide from home, with the view, the light and the furnished unit in front of them, and lets the developer sell all year round.
3D renderings and walkthroughs in Mar del Plata let a developer sell off-plan apartments to buyers who don't live in the city: the Buenos Aires family looking for a summer place, the investor thinking about holiday rentals and the couple planning to move to the coast. With a link, they can walk through the unit, check the view and decide without waiting for their next vacation.
The buyer who comes once a year
Mar del Plata is Argentina's classic beach city, on the Atlantic coast south of Buenos Aires. A big part of the demand for its apartments sits outside the city. Buyers live in Buenos Aires, in its suburbs, in other towns of the province or in other provinces. They know Mar del Plata because they've spent summers there for years, they have a favorite beach and a neighborhood they always go back to, but they're on the coast only a few weeks a year.
That gives developers a calendar problem. Someone sees the site sign in January (high summer in the southern hemisphere), asks a few questions, takes a brochure and goes back to Buenos Aires. By March, the site looks exactly the same and they're thinking about something else. The sale is on hold until next summer, if they come back at all.
A 3D walkthrough breaks that calendar. The buyer can look at the unit in July from their couch, show it to their partner or kids, compare unit types and reserve without traveling. The site sign stops being the only point of contact and becomes the door to a link that works twelve months a year. I expand on this in selling to buyers who live in another city.
Three buyers, three questions
The summer-home buyer
Wants to know how many people it sleeps, whether the living room looks at the ocean or you catch a bit of it from the balcony, whether there's parking and how far it is to the beach. The balcony matters to them as much as the bedroom. For this buyer, a rendering of the balcony in sunset light counts for more than the floor plan.
The holiday-rental investor
Thinks about summer rentals, or short-term rentals all year. They want a unit that looks good in a listing, with a clear guest capacity and furniture a tenant understands at a glance. If the unit can be shown furnished and walked through before it's finished, part of their rental marketing is already done. In selling apartments built for short-term rentals I cover how to talk to this buyer.
The buyer moving to the coast
Retirees leaving Buenos Aires, families looking for a different pace, people who work remotely. This buyer thinks about winter, not just January. They want to know what the light is like in June, whether the apartment is bright on a gray day and whether the building has a shared space people actually use in the off-season.
The ocean view sells when you show it
In neighborhoods near the coast, like Playa Grande, La Perla, Los Troncos or around Plaza Colón, part of the value is in what you see from the window. A high floor with an open ocean view isn't worth the same as a low floor looking at the building across the street, and buyers know it.
The problem is that off-plan, the view is a promise. Showing the building in its real surroundings, with what's visible from different floors and at different times of day, turns that promise into something concrete. It helps you hold the price difference between floors and helps the buyer choosing a high floor understand what they're paying for. More on this in defend your price per square foot.
In more residential neighborhoods like Güemes or Chauvín, where the view isn't the ocean, the argument changes: shops nearby, quiet streets, natural light. The material adapts to whatever really sets each building apart.
Selling outside the season
For a developer in Mar del Plata, summer is the shop window and winter is the hard part. Inquiries drop, the person who came by in January has cooled off and construction still needs funding.
Material you can send on WhatsApp that opens on a phone changes that curve. In April, the salesperson can pick the conversation back up with a simple message: "Here's the walkthrough of the one-bedroom you liked, now with the finishes defined." The buyer opens it at home, hundreds of kilometers away, and the conversation keeps going.
You can see how it works in the Maconda XXIV building demo, an unofficial working demo based on a 12-story building in Quilmes, near Buenos Aires, marketed by Otamendi Propiedades: tap a floor, see the floor plate with the available units and walk through each one.
What should you have ready before the season?
If you're launching or relaunching a building in Mar del Plata, this order usually works well:
- The facade rendering on its real block and, where it applies, a view from the balcony toward the ocean, for the site sign and social media.
- A walkthrough of each unit type, furnished for the main buyer: summer home, investment or full-time living.
- The floor and unit selector, so buyers see what's left and choose from home.
- A QR code on the site sign that opens the walkthrough, so someone walking by in January takes the project home on their phone. I explain it in a QR code on the construction sign.
You don't need a walkthrough for every apartment: a building with three unit types repeated on every floor needs three.
How do we work remotely?
I work remotely from Buenos Aires, in Argentina's time zone (UTC−3), and the process is the same whether your company is in Mar del Plata or abroad. You send the plans, the finishes and the address, and tell me who you want to sell to. You review and approve over video call or WhatsApp, and you get the images and the link ready for your website, your social media and your replies to inquiries. No in-person meetings needed.
If you have an off-plan building in Mar del Plata or elsewhere on the Atlantic coast and want to sell it to people who live far away too, message me on WhatsApp at +54 9 11 6193-3176 or email facundocampo100@gmail.com. I answer in English and Spanish.
Frequently asked questions
How do I sell an apartment in Mar del Plata to someone who lives in Buenos Aires?
Send them a link to the unit's walkthrough, with the building on its block and the view from their floor. They open it on their phone, share it with their family and can reserve without waiting for a vacation trip.
Can you show the ocean view from each floor?
Yes. The building is shown in its real surroundings, so you can see what's visible from different floors and at different times of day, which is key to explaining why floors are priced differently.
Does it help investors planning holiday rentals?
Yes. Besides helping them decide on the purchase, the furnished unit they can walk through becomes material for showing the apartment to future guests.
