A marketing site for a premium residential complex
Residence1 sells residences before they're built. The site has to convince a buyer to commit on a plan, a render, and a neighbourhood. We treated it as a long-form product page, not a brochure.
- Short engagement
- Elvin Sharifov + product design / web
- Website · Product design
- Live
Starting point
Pre-construction real estate has a strange selling job: the product doesn't exist yet, so the site is the product. The brief was to make a page that feels worth the price point of the residences themselves.
Property marketing sites usually fail in the same way: a hero render, a flat "about the development" paragraph, a contact form. We treated this brief like a long-form product page for a high-consideration purchase.
Decisions
- The floor plans are the centre — interactive, comparable, not buried.
- Renders treated with hero-level care, not as a photo gallery footnote.
- Location story — the neighbourhood, the amenities, the lifestyle around the building.
- Lead form that respects the buyer — name, phone, the unit they care about, nothing more.
- Performance treated as luxury — fast load is part of the premium feel; slow loading kills the price perception.
Execution
Image-heavy stack with strict performance budgets. Interactive floor plans rendered with SVG so they scale cleanly and stay accessible.
The page is image-heavy by necessity, so the loading strategy carries weight. Critical content paints inside a second; supplementary content streams in afterwards without blocking interaction.
“Pre-construction property is a strange product to sell — the page is the building until the building exists.”
— Elvin Sharifov
Result
- A site that holds the buyer's attention long enough to commit to a viewing.
- Interactive plans that let buyers compare units instead of asking the sales office.
- Lead form that arrives with usable context.
- Lead form arrives with the unit reference attached — the sales team doesn't open a conversation from zero.