REMAX Case Study: Virtual Staging Transforms New Development Sales

The Challenge: Marketing Empty New-Build Units

REMAX Lanzagorta, a leading real estate agency in Spain, faced a recurring challenge: marketing new-build developments before units were finished or furnished. According to Marketing Coordinator Mariano Herrera, three obstacles consistently prevented buyers from connecting with these properties:

1. Poor Lighting – Construction-stage photos showed harsh overhead lighting and unfinished electrical work
2. Visual Clutter – Construction materials, protective coverings, and bare walls distracted from the space's potential
3. Scale Perception – Empty rooms appeared smaller and less functional without furniture reference points

The result? Buyers struggled to visualize finished homes, leading to fewer inquiries and longer sales cycles during the critical pre-construction marketing window.

"Buyers have a hard time picturing the potential of vacant properties and skip to the next listing." — Mariano Herrera, Marketing Coordinator, REMAX Lanzagorta

REMAX needed a solution that could:

• Transform raw construction photos into market-ready visuals
• Create social media content that drove engagement
• Maintain speed and consistency across multiple new-build launches
• Avoid the logistics and costs of physical staging empty units

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The Solution: Pedra's Virtual Staging for New Developments

After testing several virtual staging platforms, REMAX Lanzagorta integrated Pedra into their new-build marketing workflow for three key reasons:

• Speed – Staged images ready in minutes, enabling same-day listing updates
• Video capabilities – Generate 10-15 second zoom-in videos for Instagram Reels and Facebook ads
• Professional quality – Photo-realistic furniture placement with accurate shadows, lighting, and Mediterranean design styles

The REMAX + Pedra Workflow

1. Photo Selection – Marketing team receives raw photos from developer or photographer
2. Apply Beautify – Pedra's enhancement tool corrects exposure, removes construction debris, and optimizes lighting
3. Virtual Staging – Select Mediterranean-modern style to match local buyer preferences
4. Generate Videos – Create short zoom-in clips from staged images for social promotion
5. Publish – Upload before/after galleries to portals, website, and social channels

The entire process takes less than 15 minutes per unit, compared to weeks of waiting for physical finishes or staging coordination.

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One Unit, Complete Transformation

New Development Unit: 2-Bedroom Mediterranean-Style Apartment

The Challenge: Developer-delivered unit showed bare walls, concrete floors, and construction lighting. Empty rooms made it difficult for buyers to understand flow between living spaces or visualize finished interiors.

The Transformation: Pedra staged three key rooms with warm, Mediterranean-modern furniture that showcased the unit's natural light and open layout.

Bedroom: From Construction Site to Dream Space

Before: Empty bedroom with bare walls and construction lighting

After: Digitally staged bedroom with warm textiles, natural wood tones, and balanced lighting

Buyer Response: The staged bedroom helped prospects immediately understand room size and furniture placement possibilities, eliminating the most common objection: "I can't tell if my bed will fit."

Living + Dining: Showcasing Open-Concept Flow

Before: Vacant open-concept space with poor depth perception

After: Staged living room with sectional sofa, dining table for six, and balanced zones

Developer Feedback: Marketing decks with these staged images secured earlier developer buy-in for REMAX's pre-sales campaigns, giving the agency exclusive marketing rights ahead of competitors.

Video: Social Media Performance Driver

15-second zoom-in video optimized for Instagram Reels and Facebook ads

Social Performance: Mariano noted the video zoom-in feature became his "secret weapon" for social promotion, calling it something he recently "fell in love with." The clips transformed static listings into shareable content that prospects saved and forwarded to family members.

Disclosure: All images were digitally staged using Pedra. Staging represents a design suggestion; final finishes may vary.

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Measurable Impact on REMAX's New-Build Sales

After integrating Pedra's virtual staging into their new development workflow, REMAX Lanzagorta observed concrete improvements across their pre-sales process:

Time-to-Market Advantage

Same-day listing readiness became standard practice. Where competitors waited weeks for developer finishes or physical staging, REMAX published complete listings within hours of receiving raw photos. This speed advantage proved critical during early marketing windows when buyers were comparing multiple new developments.

Buyer Conversation Quality Shift

The team noticed a qualitative change in prospect engagement. Initial conversations shifted from:

• Before: "When will it be finished?" "Can I see it in person?" "What will it actually look like?"
• After: "What's the price?" "When can we close?" "Is financing available?"

This psychological shift reduced time-wasters and improved lead quality during the crucial pre-sales phase.

Social Media as a Sales Channel

Mariano specifically highlighted the video zoom-in feature's impact on social promotion. The short clips made new-build units feel finished and complete, dramatically increasing:

• Share rates on Instagram Stories
• Save rates on Facebook posts
• Direct inquiries via social DMs

The videos transformed new developments from "coming soon" announcements into "available now" opportunities in buyers' minds.

Developer Relationship Leverage

Marketing presentations using Pedra-staged images helped REMAX secure:

• Earlier exclusive marketing agreements with developers
• Justified budget allocation for pre-sales campaigns
• Competitive edge when pitching for new development projects

The ability to show professional, finished visions before construction completion gave REMAX credibility that physical staging quotes couldn't match.

Cost Efficiency Without Quality Trade-offs

Virtual staging eliminated the need for:

• Physical staging logistics (€2,000-€4,000 per unit)
• Waiting for developer finishes before marketing
• Multiple photo shoots as construction progressed
• Coordination with furniture rental companies

At a fraction of physical staging costs, REMAX maintained consistent visual quality across all new-build launches.

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Why REMAX Recommends Pedra: 10/10 Rating

Mariano gave Pedra a perfect 10/10 recommendation score, citing specific reasons:

1. Solves the Core New-Build Problem

Pedra directly addresses the biggest obstacles in selling new developments: helping buyers visualize empty spaces with poor lighting and unfinished details. The combination of beautification and staging tools transforms construction photos into move-in-ready visuals.

"Pedra optimizes the sale and visualizes what a property could look like." — Mariano Herrera, Marketing Coordinator, REMAX Lanzagorta

2. Speed Meets Professional Quality

Professional-grade results in minutes, not days or weeks. REMAX's marketing team operates independently without technical training or design skills, yet produces portal-ready images that match traditional staging quality.

3. Social Media Competitive Advantage

The video zoom-in feature provides ready-made content that performs exceptionally on Instagram and Facebook, extending reach beyond traditional real estate portals. For new developments competing for attention in crowded markets, this social visibility drives early-stage awareness and inquiries.

4. All-in-One Platform Efficiency

The combination of virtual staging, beautification, and video creation in one platform eliminated the need for:

• Multiple service providers (photographer, stager, video editor, retoucher)
• Complex approval workflows between agencies and developers
• Version control chaos across different file formats and platforms

REMAX's entire new-build marketing workflow now runs through a single tool, reducing coordination time and potential errors.

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The Bigger Picture: Virtual Staging as a Business Advantage

For REMAX Lanzagorta, virtual staging isn't just a cost-saving measure—it's become a strategic differentiator:

Winning New Development Contracts

Marketing presentations now include live Pedra demonstrations, showing developers exactly how REMAX will position their projects. This tangible preview helps secure exclusive marketing agreements ahead of competitors who rely on traditional methods.

Brand Positioning

Consistent, stylish visuals across all new-build listings position REMAX as tech-forward and design-savvy. Buyers and developers perceive the agency as modern and innovative—a critical advantage when competing for high-value new development projects.

Scalability Without Proportional Costs

As REMAX takes on more new development projects, virtual staging costs remain flat while traditional staging costs would scale linearly. This economic advantage allows the agency to maintain margins while offering competitive services.

Sustainable Practice

Zero physical waste and minimal carbon footprint compared to moving rental furniture across developments. For developers with sustainability commitments, this alignment strengthens REMAX's value proposition.

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Key Takeaways for New Development Marketing

1. Speed Wins in Pre-Sales – Virtual staging enables same-day listing updates, capturing buyer interest before competitors finish physical staging
2. Video Drives Social Engagement – Short zoom-in clips transform static photos into shareable content that extends reach beyond portals
3. Developer Relationships Matter – Professional visuals before construction completion strengthen agency credibility and secure exclusive contracts
4. Buyer Psychology Shifts – Staged images move conversations from "when finished?" to "what's the price?"—improving lead quality
5. Cost Efficiency Enables Scale – Flat staging costs allow agencies to take on more new development projects without proportional expense increases

If you're marketing new developments with empty units, construction photos, or pre-completion properties, virtual staging should be your default approach—just like it is for REMAX Lanzagorta.

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About REMAX Lanzagorta

Name	REMAX Lanzagorta
Industry	Residential & Commercial Real Estate
Location	Spain
Focus	New developments, resale, commercial
Website	remaxlanzagortacentral.es
Contact	mariano.herrera@remax.es
Pedra customer since	2024

REMAX Lanzagorta is a leading real estate agency in Spain, specializing in new development projects, resale properties, and commercial real estate. The team combines REMAX's global network with deep local market expertise and modern marketing tools to deliver exceptional results for buyers, sellers, and developers.

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About Pedra

Pedra helps real estate professionals generate virtual staging, photo enhancements, floor-plan renders, and listing videos in seconds. Over 2,000 real estate professionals across the world trust Pedra to create stunning visuals that sell properties faster.

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