45% higher click-through rate on portals thanks to optimized CI layouts
+45%
Portal click rate
-60%
Follow-up questions quote
Consistent
Brand appearance
The Challenge
A renowned regional major broker faced the problem that his online presence was devalued by inconsistent, unprofessional floor plans. The portfolio included yellowed plans from building records of the 1980s, hand-drawn sketches by the owners, and highly complex architect blueprints full of confusing symbols. This led to an unsettled brand presentation and weakened the broker's premium image. In addition, the back office was confronted daily with a flood of time-consuming inquiries, as prospective buyers could not decipher the measurements or understand the room layout. The click-through rate on the listings was below expectations.
Our Solution
FotoEstate carried out a complete revision and standardization of all floor plans in the portfolio. We completely redrew over 120 floor plans and designed them in the corporate identity colors of the real estate agent. Instead of technical details, we focused on readable room boundaries and integrated stylish, subtle 2D/3D floor plan staging (furniture symbols to scale). This helped prospective buyers immediately understand the usability of the rooms. A structured submission workflow via the FotoEstate dashboard enabled the agent team to smoothly transfer the raw data.
The Result
The introduction of standardized CI floor plans led to a significant performance increase on all real estate portals. The average click-through rate of the listings increased by 45%, as the clean preview images stood out excellently in the search results. The rate of telephone and written inquiries regarding the room layout decreased by 60%, which massively relieved the back office. The consistent brand appearance strengthened the premium image of the major broker Becker and noticeably simplified new customer acquisition.
Project Deep Dive: Process & Details
The restless portfolio of the market leader
The regionally leading real estate agent Becker manages and markets a large portfolio of existing properties – from cozy two-room apartments to spacious single-family homes. Quality and professionalism have always been the core values of the owner-managed company. Every year, hundreds of owners entrust Becker with the sale of their most valuable possessions. However, during an internal analysis of the brand’s appearance, the marketing team encountered a significant shortcoming in the visual presentation. While the photos of the properties, thanks to professional photographers, were at a very high level, the presentation of the floor plans resembled a chaotic patchwork. Some brochures contained pixelated copies of plans from the construction files of the 1980s, others included hand-drawn sketches by the owners, or even blueprint-like architectural drawings full of confusing technical symbols. This restless appearance weakened the otherwise excellent premium image of the Becker brand on the marketing portals.
The problem with the illegible construction drawings
The impact of the unprofessional floor plans on sales was noticeable and caused a considerable additional workload in the back office of the real estate agency. Prospective buyers who were interested in a property on the portals were often confused by the illegible plans. They could not decipher measurements, overlooked important room layouts, or confused storage rooms with bathrooms. This led to a flood of phone calls and written inquiries such as: "Is room 3 a walk-through room?" or "How long is the wall in the living room exactly?" The back office spent hours every day answering these basic questions. Even worse: In the search result lists of the real estate portals, the yellowed, crookedly scanned plans appeared careless and reduced the click rate of the listings. Prospective buyers clicked less frequently on the ads because the overall presentation of the exposé seemed unprofessional.
The relaunch: uniformity for the entire portfolio
The owner Becker decided on a consistent step: All floor plans of the entire portfolio were to be uniformly digitized, redrawn, and visually enhanced. He commissioned FotoEstate to develop a tailor-made corporate layout for all plans. The goal was clearly defined: The new floor plans should seamlessly integrate into the premium branding of the real estate agency while being immediately understandable to laypeople at first glance. We developed a minimalist yet expressive design concept. The walls were drawn in an elegant anthracite tone to give the plan structure. The dimensions and labels were created in a clear, sans-serif font. To give the apartments warmth and scale, we decided on subtle floor plan staging: The accurate depiction of stylized furniture such as beds, sofas, and kitchen units was intended to help viewers immediately assess the usability of the spaces.
The Industrialization of Floor Plan Creation
The logistical challenge was significant, as more than 120 existing properties had to be converted at the same time. FotoEstate established an efficient workflow: The agents simply uploaded the old plans – often they were just photos of construction drawings taken with a mobile phone – directly to the FotoEstate dashboard. Our team took over the data and redrew each floor plan from scratch. We eliminated distracting technical details such as brickwork hatching, structural calculations, or plumbing layouts, which are irrelevant for private buyers. Instead, we focused on clear room boundaries, window openings, and door swings. The walls were uniformly colored in the corporate gray of Becker real estate office, and important highlights were set in the house color. The agent's logo was discreetly placed in the corner. After a quick quality check, the optimized 2D plans were available as high-resolution PNGs and PDFs in the dashboard.
Range explosion and relief in sales
The conversion of the floor plans on the real estate portals showed an immediate and measurable effect. In the search results, the listings of Becker Real Estate immediately stood out due to the uniform, clean, and stylishly furnished floor plans. The click-through rate on the ads increased by an impressive 45 percent on average across the entire portfolio. The searchers already recognized the high quality of the offerings in the preview. Even more dramatic was the result in the back office: the number of phone and written inquiries about the room layout dropped by over 60 percent. Since the floor plans were now extremely easy to read and the integrated staging made the traffic flow and furnishing options immediately understandable, most questions cleared up on their own. The agents could immediately focus on the emotional aspects of the sale during on-site viewings.
A new standard level for the market leader
The standardized preparation of the floor plans was firmly integrated into the standard intake process of the Becker real estate agency. Becker thereby solidified its position as the undisputed market leader in the region. Owners who wanted to sell their property through Becker were enthusiastic about the professional preparation of their documents (sellers experience similar excitement, for example, when a property is enhanced in the exposé through a virtual renovation like with this inherited property). For Becker, the relaunch was a complete success: In addition to the enormous time savings in sales, the conversion rate from portal visitors to actual viewing requests increased noticeably. This case study impressively shows that even seemingly small details like the floor plan have a tremendous impact on the efficiency of sales and the image of a real estate company. Becker was able to elevate its customer service to a new premium level.
What our partners say
"The cinematic tours are so professionally produced that we could even use them for TV spots. Simply top!"
"The Matterport tours are a huge help for our property managers to assess conditions from afar."
"Digitizing our marketing processes with FotoEstate was the best strategic step of recent years."
"The virtual furniture in office staging looks absolutely realistic. No one notices that the rooms are actually empty."
"The precise 2D floor plans with dimensions are indispensable for our sales documents. Very clean work."
"I particularly appreciate the easy communication and fast implementation of our requests by the FotoEstate team."
"The cinematic tours are so professionally produced that we could even use them for TV spots. Simply top!"
"The Matterport tours are a huge help for our property managers to assess conditions from afar."
"Digitizing our marketing processes with FotoEstate was the best strategic step of recent years."
"The virtual furniture in office staging looks absolutely realistic. No one notices that the rooms are actually empty."
"The precise 2D floor plans with dimensions are indispensable for our sales documents. Very clean work."
"I particularly appreciate the easy communication and fast implementation of our requests by the FotoEstate team."
Ready for the next marketing success?
Send us your pictures or floor plans. We will advise you free of charge on which visualizations will bring the highest return on investment for your property.