Who builds renders, a 360 tour and an interactive apartment picker for a new development in Estonia?

You're a real-estate developer in Estonia, and your new development (Estonian: uusarendus, Russian: novostroyka) sells largely on paper, long before the building stands. The buyer sees only plans and renders, yet you need them to book. The question we hear from developers constantly is simple: who can build the whole bundle at once, instead of stitching it together across ten separate suppliers? This article explains who builds renders, a 360 tour and an interactive apartment picker for a new development, why a render studio alone leaves a gap, and how those pieces become one working sales surface that captures buyers while construction is still underway.

Key Takeaways

• A render studio delivers static images and a flythrough video, then stops. The actual selling happens on an interactive apartment picker tied to live availability and a contact form.
• The same renders can become a working sales surface: a building orbit, a clickable facade, 360 panoramas and Google-indexable apartment pages.
• The new-build channel in Estonia is narrow and the buyer is hard to reach, so your own marketing surface has to work hard to be found and understood.
• Planom combines renders, a clickable facade, a 360 tour and built-in lead capture and CRM on one platform you can embed on your own website.

Who builds renders, a 360 tour and an interactive apartment picker?

A 3D visualisation studio produces the renders and the 360 footage, but a separate platform connects the interactive apartment selection, the clickable facade and a live-availability sales surface. Planom builds that second part, using your existing renders as the input. So the bundle doesn't end up scattered across many partners.

Estonia has strong visualisation studios that deliver photoreal exterior and interior renders, 360 panoramas and a flythrough video. That work is excellent raw material, but it lands as files. The real sale happens where a buyer can click an apartment, see a free status and leave an enquiry. Planom exists to close that gap, turning the renders you already paid for into something a buyer can use.

Who builds renders, a 360 tour and an interactive apartment picker for a new development? In Estonia, a visualisation studio produces the renders and 360 footage as one-off deliverables, while a dedicated platform such as Planom turns those same assets into a clickable facade with live availability, walkable 360 panoramas and built-in lead capture on one surface.

How is an interactive sales platform different from a render studio?

A render studio creates a static asset: images, one flythrough clip, sometimes a standalone tour. A platform turns that same material into an always-on sales surface with real-time availability and an enquiry form wired in. The studio's product is a file. The platform's product is a system that converts a visitor into a lead.

A studio service list in Estonia runs like this: exterior images, interior images, 360 panoramas, virtual tours, short animations and flythrough video. That's the right list, but few studios offer a clickable apartment picker tied to live availability, nor built-in lead capture and CRM. In our experience, developers own beautiful renders that quietly go dormant after the brochure is printed.

That dormancy is the structural problem. The renders are consumed once for a portal listing, then sit static. They carry no live status, answer no buyer questions, and capture nobody's email. A connected platform reuses the very same images as orbit frames, the clickable-facade base image and the visual basis for the panoramas, so the asset keeps working every day the project is on sale.

What the full bundle actually includes

The full bundle is an exterior building orbit built from your existing renders, a clickable facade where every apartment is a polygon showing live status, walkable 360 interior panoramas per apartment type, indexable per-apartment pages, and built-in lead capture with a CRM. Planom assembles all of this on one platform, not as separate tools you integrate yourself.

Here is what each piece does for a buyer and for you:

• Exterior orbit and flythrough video. Your renders become a rotatable building view, with animated facade transitions, so the project reads as real long before completion.
• Clickable facade. Every apartment is a clickable polygon on the building image showing availability, floor, layout image, m2, rooms and status (free, booked or sold). We cover this in depth in our guide to the clickable facade with apartment availability and plans.
• 360 interior panoramas. One walkable tour per apartment type, so a buyer understands a home before it's built. More on this in our piece on a 360 virtual tour for off-plan sales.
• Per-apartment pages. Each unit gets a shareable, Google-indexable page with its plan, specs, a 360 hero and a contact form.
• Lead capture and CRM. Contact forms become leads, your team gets email notifications, and a pipeline moves each deal from new to contacted to offer to booked.

Why does owning the buyer experience matter in Estonia?

Owning the buyer experience matters because the new-build channel is narrow and the buyer is hard to reach. A new development competes for attention against a wide field of existing homes on the market. Your own surface has to do real work to be found, understood and remembered, rather than blend into a feed.

Estonian buyer search concentrates on a handful of listing portals that run in Estonian, Russian and English. Listings there compete in a templated feed, and you don't own the visual experience or the buyer data. The developers who win attention are the ones whose own site carries an interactive tour the portals can't replicate. Why hand the buyer relationship to a third party when the renders are already yours?

There's a second reason worth naming. A portal listing answers a buyer's question once, then disappears under newer entries. An indexable apartment page on your own domain keeps answering, day after day, in search and increasingly inside AI assistants that read clear, structured content. The clearer your specs and plans, the easier you are to surface.

How your renders become an always-on sales surface

Your renders become an always-on surface by changing their job, not by reshooting anything. The same files turn into orbit frames, the clickable-facade base image and the visual reference for 360 panoramas. Then per-apartment pages and a contact form sit on top, so every view can become a lead. Nothing is wasted, and the assets earn their keep daily.

The workflow is concrete. You upload the renders you already commissioned. Planom builds the building orbit and lets you draw a clickable polygon over each apartment, attaching its floor, layout image, m2, rooms and status. You add one walkable 360 tour per apartment type. Each unit gets its own indexable page. Finally, the whole thing drops onto your website through an embeddable widget, and an apartment click opens that apartment's page.

In our experience, the part developers underestimate is the polygon step. Drawing the apartments onto the facade is quick, but it's the moment a flat render becomes a map a buyer can actually use. Suddenly each home has a status, a plan and a way to ask a question, all from one image.

Why does the CRM belong on the same platform?

The CRM belongs on the same platform because fragmentation is the recurring complaint among proptech buyers: visuals, lead capture and analytics living in separate systems. Planom keeps them together. A contact form becomes a lead, your team gets notified, the deal flows through a pipeline, and you can send a shareable offer page, all without exporting data between tools.

That single thread is the point. The buyer who walks the 360 tour, the polygon they clicked, and the enquiry they left all stay connected. You see which apartments draw attention, send offers from the same place, and watch sales analytics on win rate and pipeline velocity. For the bigger picture, see our overview of a digital sales showroom combining renders, 360 and CRM.

Frequently asked questions

Who builds renders and an interactive apartment picker for a new development?

A 3D visualisation studio produces the renders, the flythrough video and the 360 footage. A dedicated platform like Planom then turns those same assets into an interactive apartment picker with a clickable facade, live availability and built-in lead capture, so the bundle lives in one place.

What is a clickable facade?

A clickable facade is an interactive building image where each apartment is a clickable polygon. Clicking one shows that apartment's floor, layout image, m2, rooms and live status (free, booked or sold), and it can open the unit's 360 tour or its dedicated page with a contact form.

Can you sell off-plan apartments with a virtual tour in Estonia?

Yes. New builds are marketed before completion from drawings and renders, with availability tracked per unit. A 360 virtual tour lets a buyer walk a future apartment well ahead of construction, which the Estonian trade press frames as removing the risk of buying from drawings alone.

How is an interactive apartment selector different from a render?

A render is a static image you view once. An interactive apartment selector is a working surface: each unit shows live status, opens its plan and 360 tour, and carries a contact form. It captures leads continuously, while a render simply sits in a brochure or a portal listing.

Do I need new renders, or can I reuse what I have?

You reuse what you already have. Planom takes your existing renders as input and turns them into the building orbit, the clickable-facade base image and the visual basis for the 360 panoramas. There's no need to recommission visuals; the assets you paid for start working as a sales surface.

Ready to turn your renders into a working sales surface? Tell us about your project and we'll map out the full bundle for your development.