Innovation and Automation: How 3D Estate Is Reshaping the Rules of Real Estate Marketing and Sales

Jakub: The biggest shift has been the ongoing professionalization of the entire marketing process. Today, data plays a central role—metrics, statistics, performance analysis. But what we’re especially happy about is the shift in attitude toward modern digital solutions. A few years ago, when we introduced our products to developers, we were often met with hesitation or indifference. Now, more people recognize the value of tech-based tools, especially as buyer behavior evolves. There are still some who take a minimal approach to marketing—but that group is shrinking. Thanks to the influence of leading developers and consistent education, digital tools and marketing know-how are spreading across the industry. What’s become clear is this: buyers are primarily reached online. And the tools we use to connect with them—marketing platforms, digital twins, automation—must reflect that reality.

Jakub: It depends. Sales teams mostly interact with clients in the sales office—because that’s where buyers physically show up. But marketing teams understand that this is just the tip of the iceberg. Those visitors come from somewhere, and the real activity—the part “below the surface”—happens online. Website visits, clicks, interactions: that’s where the sales journey begins. And it’s our job to guide buyers from anonymous visitors to in-person appointments. At 3D Estate, we see developer websites as conversion tools—designed to turn digital traffic into real-life leads. And for that to work, you need tools like our interactive 3D Twin.

Jakub: Many developers know us as specialists in 3D Twins and virtual tours. Our clients appreciate the innovation, reliability, and ongoing improvements we bring to the table. But we want to be seen as more than that. We aim to be a kind of external R&D department for our clients’ marketing and sales teams. That’s why we reinvest around one-third of our revenue into product development. Even the largest development companies would likely never invest so consistently in digital innovation. Yet more than 300 developers now benefit from the tools we’ve built.

Michał: Because they help teams work more efficiently and gain a competitive edge. The world is becoming more tech-saturated by the day, and the market welcomes that change. Buyers are evolving. New generations expect everything—search, selection, and buying—to happen online. Think about automotive websites. You can configure your ideal car, choose colors, view the interior, and compare options. So why should apartment listings still rely on flat 2D plans that are hard to interpret. Today’s technology offers much more—and it’s time the real estate experience caught up.

Michał: For us, “technology” means a set of tools, systems, and processes that support how we build our products. At the core of 3D Estate is the Unreal Engine—one of the most advanced game engines on the market—and our passion for process automation. Automation helps ensure that our projects are consistent, scalable, and affordable. Unreal Engine, on the other hand, gives us unmatched graphic capabilities. We were early adopters of the engine in real estate, and Epic Games recognized our work as among the world’s best.

Michał: Yes, actually! That’s how the idea began. When we discovered Unreal Engine, we immediately saw its potential. The business came together when we combined that passion with an opportunity in the property market. Since then, we’ve created 3D walk-throughs for more than 500,000 apartments—more than anyone else in the world. But that was just the beginning. Knowing what Unreal can do, we went further and built the online 3D Twin—an interactive, fully accessible model that works on any device and outperforms traditional in-office kiosks. All while being much more affordable.

Damian: Exactly. That became possible thanks to our idea of combining game engine technology with automated production processes. Seven years ago, we created 40,000 3D walk-throughs in just three months for Obido. No one has matched that scale and quality since. That approach laid the foundation for our 3D Twin—low in cost, low in hardware requirements, and available to anyone, anywhere.

Damian: Automation is my passion. Ever since I had to do something more than once, I’ve asked: How can this be done easier—or better yet, automatically? In our case, automation means streamlining processes and reducing the need for manual work. It helps make our results more consistent, scalable, and predictable.

Damian: Not at all. Our team has been growing from day one—we’re now over 60 people and still expanding. In fact, automation allows us to do more with the same resources. Team members spend their time on creative, meaningful tasks—not repetitive ones. That makes us more reliable for developers and their customers. And in a serious business like real estate, that trust matters.