Why does Beltrán Briones choose Urbania3d?
A real estate developer might try a new tool out of curiosity, by recommendation, or because the market pushes them. But when they decide to repeat — not just once, but several times — they are no longer testing: they are building a way of working.
That is exactly what is happening with Grupo Briones and Urbania 3D.
Who is Grupo Briones
Grupo Briones is one of the most active developers in Buenos Aires, with a line of residential projects under the brand Brigos, located in some of the most sought-after neighborhoods in the city: Palermo, Recoleta, and soon Núñez.
Led by Beltrán Briones, who needs no introduction, the group has something that sets it apart: it understands that a project in the pre-sale stage is not sold with plans and promises. It is sold with trust. And trust, in pre-sale, is directly proportional to what the buyer can see.
How they sell multiple projects in the pre-sale stage at the same time
When we started working together, at the beginning of the "Grupo Briones era", they faced a scenario that any developer knows well: multiple projects in simultaneous pre-sale, others waiting for approval, and competing for the attention of buyers and investors in the most demanding markets of CABA.
Selling in the pre-sale stage is already difficult with a single project. With several at the same time, the problems multiply:
Each project needs its own identity, its own material, and its own sales channel.
PDF brochures become outdated within a week of printing.
Availability and pricing information lives in spreadsheets that no one sees.
The real estate agencies that market them constantly request material, and each presents it in their own way.
The buyer, meanwhile, has to imagine a building that does not exist.
The question we were asked was simple: how do we best showcase these projects?
The solution: a Virtual Showroom for each project
The answer was complete Virtual Showrooms — one for development — now functioning as the digital sales room for each project, accessible from any device with just a link. No apps, no downloads.
Each showroom includes the complete ecosystem that a buyer needs to decide:
Tour the building before it exists. 360° tours from end to end, floor-by-floor navigation, interactive digital models, and realistic renders produced by our Content Team based on the architectural plans.
Find your ideal unit. Search engine with personalized filters, furnished 3D plans, and axonometric views of each typology, with the availability and prices updated in real time from the developer's panel.
Understand the context. Amenities section, location map with points of interest in the neighborhood, and construction progress with photos and videos that are updated as the project grows — the most powerful trust generator in a pre-sale.
Turn interest into contact. Forms, WhatsApp buttons, and integration with the group's commercial strategy, so that no visit goes without follow-up.
The 5 reasons why a developer like Beltrán Briones repeats
After 3 completed projects together — and more on the way — we can clearly identify what a client of this scale values in working with Urbania. And we believe these are the same reasons that apply to any developer comparing options in the virtual showroom market.
1. Everything integrated in one place
Previously, a developer would hire one provider for the website, another for the renders, another for the brochure, and another to showcase the units. With Urbania, the client provides the plans and receives the complete digital ecosystem of the project: platform, content, commercial tools, and support. One single point of contact, one single tool.
2. Content that matches their projects
A premium development cannot be showcased with generic renders. Our in-house Content Team produces all visual material with a quality standard designed for the most demanding buyer.
3. Total autonomy from the Client Panel
Beltrán Briones' commercial team updates prices and availability in real time, uploads construction progress, and manages their contact base without relying on anyone. The tool works for them, not the other way around.
4. A link for each real estate agency
When several brokers market the same project, mixing prospects means losing traceability — and losing traceability means losing sales. Each real estate agency receives its own showroom link, with its leads identified and its metrics separated.
5. Extreme customization
This is probably the most important difference compared to other virtual tour providers. A nice 360° tour generates a "wow" that lasts thirty seconds. A Virtual Showroom with real-time availability, behavior metrics, lead management, and construction progress generates something much more valuable: purchase decisions.
The "kids" of the Showroom: a relationship that started on social media
There is a detail in this story that rarely appears in traditional success cases — and that, for us, explains almost everything.
Before we met in person, we were already dedicated to videos.
On our social media, we showed the behind-the-scenes of setting up their showrooms: how an architectural plan turned into a render, how the navigation was built floor by floor, how a building that didn't yet exist began to come to life on screen. And on the other side, Beltrán was doing his part: in his own videos, he talked about "the kids" who were making the Virtual Showroom for him.
This back and forth — spontaneous, unscripted, without any contractual clause requiring it — generated something that no tool can create on its own: identification.
Entrepreneurs who recognize themselves
Because deep down, there is something generational that unites us. Beltrán is a developer who understands today's communication codes: he knows that a project is also built on camera, that showing the process is as valuable as showing the result, and that transparency is the asset that generates the most trust in a buyer. We are a young team that entered real estate exactly through that path: showing what we do, in public, from day one.
When a developer of his caliber affectionately names his tech team as "the kids," he is saying something deeper: that young talent has a place in a historically conservative industry.
A back and forth where both of us add value
The most interesting thing about this dynamic is that value flows in both directions.
We provide Beltrán with much more than a platform: each behind-the-scenes video is also organic exposure, reaching a young and investing audience that traditional real estate channels do not reach. The showroom sells; the content about the showroom does too.
And he provides us with something equally valuable: the public trust of an established developer, validation in front of a market that was getting to know us, and feedback from someone who lives the business every day and pushes us to improve the product in every project.
The conclusion this story left us
When a developer of the caliber of Beltrán Briones chooses to repeat, he is not choosing a rendering provider or a virtual tour. He is choosing a way to sell: more visual, more agile, more measurable, and closer to the buyer.
That is the standard we want to build for real estate in the region. And stories like this are proof that it works.