Urban Pace Modernizes New Home Sales in DC with Unprecedented Investments in Virtual Reality Technology


(Washington, DC—July 10, 2019) Urban Pace, a recognized leader in luxury residential development and placemaking, has introduced to the Washington, D.C. market a next generation VR tool that renders new condominium projects with exceptional detail, allowing buyers to experience not only individual units but also renders every building within five blocks of the surrounding neighborhood. The company debuted the new tool at the sales opening of the eNvy, a 127-unit condo project in the Capitol Riverfront neighborhood directly across from Nationals Park. Urban Pace also introduced this advanced technology at The Brooks at The Parks, an 89-unit condo project in the first phase of the Historic Walter Reed redevelopment.

“At Urban Pace, we are using VR like no one else in this market for new homes marketing. At the Historic Walter Reed Campus, we have rendered the floor plans of every single condominium residence at The Brooks and the complete 66-acre historic campus so buyers can experience today what the community will be when it is fully realized. We are excited to partner with innovative developers who were the first to embrace this technology in Washington, D.C. and we are already seeing an accelerated sales pace as a result,” said Clint Mann, President of Urban Pace. He noted that the technology even includes the ability to see sunlight at different times of day and different times of the year, highlighting the stunning foliage of The Great Lawn in the fall or showcasing residents sledding down the hill in front of the historic hospital in the winter.

This highly immersive tool solves one of the biggest challenges in residential real estate development marketing—getting buyers to visualize the living experience that a new project offers, especially at the earliest stages of sales when there may be nothing but a hole in the ground or a framed up building. At The Brooks, every single unit has been rendered. Buyers are able to walk into the unit, change the view for different times of day, select the seasons, and change cabinet and flooring options to match their palette selections. At eNvy, prospective purchasers can do the same and they can also experience the community roof deck and see what it’s like to take in a baseball game or concert at Nats Park. Photos taken from the actual roof deck on 2019 Opening Day have been layered into the tool to provide the most realistic experience possible.

“eNvy is a building driven by views and with this enhanced virtual reality, potential buyers can now see those views and experience their residence without having to wait for a model which has allowed them to purchase earlier. The proof of its effectiveness is our sales pace – eNvy is the fastest selling condominium in the city right now,” said Laura Henne of Urban Pace, Director of Sales at eNvy.

The VR tool is built on a video gaming platform. The Urban Pace sales teams run it on iPads which are connected to 82-inch television screens at the sales galleries.

“Eight years ago we started introducing photo realistic renderings into the sales process. Six years ago, we could do a 360 tour of one residence. Today, we can show an entire project and all the neighborhood amenities that are coming. And you don’t need to wear goggles to experience it. It is a game changer for how we market condominiums in Washington, DC,” Mann said.

About Urban Pace

Urban Pace is the Mid-Atlantic leader in development real estate services including marketing, sales, leasing and advisory. As a Christie’s affiliate, we are the only firm with luxury and global reach. Founded in 2001, our team is the experienced authority having worked on more than 250 communities from large master planned sites to urban boutique buildings. We specialize in condominiums, townhomes, apartments and new construction sites across all price points. Combining our strategic approach and proprietary technology, UP Velocity™, we have a track record of driving traffic and revenue with extraordinary results. As part of a billion dollar entity, The Long and Foster Companies, we have unmatched resources with a network of 11,000 agents and a dedicated Asia Pacific team.

For more information, please visit www.urbanpace.com or call 202-296-1203. Follow Urban Pace on Facebook, (www.facebook.com/urbanpace) and Twitter (https://twitter.com/urbanpace).