Building a new home is a big decision. It’s exciting, nerve-wracking, and full of ‘what ifs.’ That’s where display homes have traditionally stepped in, giving buyers a tangible sense of what their future as a family holds.

But with new technology and changing buyer expectations, are physical display homes still the best way for builders to showcase their craft? Or are digital 3D renders and open homes under construction providing smarter alternatives? 

Understanding the Customer Journey & The Role Display Homes Play

Much of the research we’ve come across here at The Good Builder suggests the average home buyer spends 5.5 to 6.5 months researching before making a decision. That’s a long time spent comparing builders, visiting display homes, scrolling through reviews, and imagining what life could look like in a new space.

While traditional display homes have been a key part of this journey in deciding who to build with, 3D renders and open home walkthroughs are changing how buyers engage with new home builds.

They are also, to a degree, levelling out the playing field when it comes to attracting clients to build with you.

Has COVID Changed the Way We Buy?

The pandemic accelerated a shift in how consumers make purchasing decisions, including in the home-building space. With lockdowns limiting physical visits, many builders had to find new ways to showcase their homes. Digital 3D renders, virtual tours, and live-streamed open homes became essential, proving that buyers are willing to engage with a builder’s work in different ways. Even as life returns to normal, these digital tools have stuck around, giving builders new opportunities to reach buyers who prefer convenience over in-person visits.

So, What’s Right For You As A Builder?

Deciding whether to invest in a display home, rely on digital alternatives, or utilise open homes under construction depends on several factors not limited to just the following:

• The Type of Builder You Are – Volume builders who sell standard designs benefit most from display homes, as they allow potential clients to walk through a finished product. Custom home builders may find that digital renders and walkthroughs better demonstrate their flexibility and range.
• Your Cash Flow – Maintaining a display home is a significant investment with rent or interest repayments, furnishing and other costs running between $8 – $15 / month. Builders with tight budgets might find digital alternatives more cost-effective while still offering strong visual representation.
• Your Clients – A builder targeting high-end luxury clients may still benefit from a physical display home to showcase premium finishes and design expertise. In contrast, an investment-focused builder catering to developers and investors may not need one at all. These buyers are often more concerned with floor plans, cost per square metre, and rental yield rather than aesthetics.
• Understanding Your Customers’ Needs – Are your buyers tech-savvy and comfortable with digital experiences, or do they prefer a hands-on approach? Recognising how your clients make decisions will help determine the best strategy for showcasing your homes.

Traditional Display Homes: The Original Trust Builder

The display home, the equivalent of a builder’s showroom, is a full-scale representation of their craftsmanship, design, and attention to detail. Walking through a display home gives buyers a real sense of the space, allowing them to picture their daily life unfolding within its walls.

• Building Trust – A beautifully designed display home gives buyers confidence in a builder’s workmanship.
• Enhancing Sales Conversations -Buyers can see and feel the quality, making it easier for sales teams to guide them through design options.
• Setting Realistic Expectations – While display homes highlight the best features, they should still reflect what’s achievable within different budgets.

However, maintaining physical display homes is costly, and for custom builders with a diverse portfolio, a single display home may not showcase their full range of capabilities.

Digital 3D Renders: The Virtual Alternative

With buyers increasingly comfortable making major decisions online, digital renders and virtual walkthroughs have become powerful tools in the home-building process.

• 24/7 Accessibility – Buyers can explore designs anytime, anywhere, eliminating the need for in-person visits.
• Cost-Effective – High-quality renders and interactive floor plans are significantly cheaper than maintaining a physical display home.
• Tailored Customisation – Buyers can instantly swap colours, layouts, and finishes to visualise different possibilities.

While digital renders provide convenience and flexibility, they don’t offer the sensory experience of physically stepping into space. Some buyers may struggle to gauge proportions and flow without walking through a real home.

Open Homes Under Construction: A Behind-the-Scenes Look

An emerging trend is builders opening real homes under construction for potential clients to walk through before handover. Unlike polished display homes, these walkthroughs offer a transparent, unfiltered look at the builder’s actual work.

• Buyers see homes in real-world conditions, helping them trust the builder’s quality.
• Instead of showcasing a single design, builders can provide access to different styles and layouts across multiple projects.
• Seeing a home that’s already sold can encourage buyers to act quickly.

The key here is ensuring that existing clients are comfortable with their future home being showcased before move-in. This strategy can generate strong word-of-mouth marketing and community engagement when done correctly.

Which Approach Works Best?

The answer depends on the builder’s business model and target audience. High-volume builders? A flagship display home remains a strong sales tool. Custom builders? Digital experiences and real-home walkthroughs might be more effective and cost-efficient.

Ultimately, the goal remains the same: helping buyers visualise, trust, and confidently choose their builder. Whether through a stunning display home, an immersive virtual experience, or a transparent under-construction walkthrough, the key is giving potential homeowners a way to connect with the builder’s work.

So, builders, how are you helping your clients see their dream home before they build it? The Good Builder is here to help bring you news, insights, and resources that will help you navigate these evolving strategies and stay ahead in an ever-changing market.

Major Builder Investment: SkyRidge on the Gold Coast

Many of South East Queensland’s leading builders, including Metricon, Coral Homes, and Plantation Homes, have embraced the substantial urban growth opportunity, investing heavily in the community’s Display Village. This has already led to record-breaking sales, highlighted by a Metricon display home achieving an impressive $2.8 million price tag.

SkyRidge, the landmark $1.5 billion master-planned community in Worongary on the Gold Coast, is rapidly transforming into a premier residential destination driven by significant investment and robust sales activity. Set across 342 hectares, the project is designed to deliver up to 3,500 homes over the next 15 years, housing around 10,000 residents and injecting an estimated $3.2 billion into the local economy. With amenities including expansive parklands, schools, retail precincts, and community facilities, SkyRidge is poised to become a benchmark for modern residential living and an influential driver of growth for the region’s construction and property markets.

Skyridge Flashback

Take a look back with Ultra Living at where it all started for the SkyRidge Display Village.

Author: The Good Builder

The Good Builder is a media platform that provides news and insights for Australia’s home building industry. From exclusive stories and curated insights to bold industry perspectives, we deliver the news and updates that keep builders, suppliers, and the entire home building industry inspired and ahead of the curve.