Now a true real estate marketing tool, the show home plays a central role in the commercial success of a new development. Professionally furnished and decorated, it showcases a property in its best light, offers visitors an immersive experience, and helps accelerate the sales process.
What is a show home?
A show home, also called a model apartment or model house, is a furnished and decorated property designed to illustrate a new real estate development in a tangible way. Unlike floor plans or 3D renderings, it allows potential buyers to experience an actual space, appreciate its layout, brightness, and proportions. Widely used by developers, this presentation tool makes the project easier to understand and highlights its strengths in a concrete manner.
Why visit a show home as a buyer?
Many buyers struggle to visualize themselves in an empty property. Visiting a furnished show home can therefore be decisive, as it enables them to immediately imagine daily life there. Materials, quality of finishes, and room layouts are showcased in a real context, far removed from the abstraction of a floor plan.
A decorated show home also allows buyers to compare different property types within the same development and feel the unique atmosphere of each space. By sparking an emotional connection, it reduces the uncertainties linked to off-plan purchases and builds trust among future homeowners.
Benefits for property developers
For a developer, a well-designed show home directly impacts the sales process. By making the project more tangible and appealing, it encourages faster decision-making, reduces negotiation margins, and helps speed up transactions. Combining attractiveness with commercial efficiency, it stands out as a strategic tool for developers.
However, its role goes beyond immediate sales. The show home is more than just a presentation space: it becomes a lever for communication and differentiation. By setting up a model unit, the developer highlights the quality of the offering and reinforces brand identity. Visitors then associate the development with a complete, credible, and reassuring project.
This type of setup also increases visibility for the development. A show home naturally attracts potential buyers but can also serve as a showcase during public events or visits organized for the press and business partners. Visuals taken from the model apartment further enhance marketing and sales materials, ensuring consistent communication.
Why hire a professional for your show home?
The success of a show home largely depends on its interior design. Furniture and decoration must highlight volumes, emphasize functionality, and create a welcoming atmosphere while remaining neutral enough to appeal to a broad audience. This is why many developers turn to professionals in home staging or short and long-term furniture rental, such as Homat.
Our teams know how to create harmonious atmospheres with modern furniture packages adaptable to different property types. Our work ensures an aesthetic, coherent, and effective result that enhances every square meter. Beyond decoration, we also bring strategic insight: we design the show home as a true sales tool, meant to reassure, attract, and convince.
Show homes between reality and innovation
While physical show homes remain essential, they are increasingly complemented by digital solutions such as augmented reality or virtual tours. These tools enrich the experience, especially before the first model unit is completed.
This blend of real-life experience and digital innovation broadens the possibilities for buyers. The show home is no longer just a showcase: it becomes a genuine conversion tool, combining tangible staging with technology to effectively support the purchase decision.