Maksim Kotsar · websites for real estate developersTernikaa nature-quarter website for a real estate developer
A new 771-unit community: 5 buildings on 7.4 acres around a car-free park courtyard. The website became the sales team's main tool at launch: paid traffic lands here, and buyers pick an apartment and send a request right on the site.
View the live site
Sell a community that doesn't exist yet
Design a website that sells the community instead of just showing renders, and sends the sales team warm leads with a clear request.
The audience is families aged 28–45 buying their first or a bigger home and comparing several developments at once. Off-plan buyers pay for something that hasn't been built, so the site's real job is trust — and answering four objections before the first call with sales:
The community is outside the city center. Buyers don't know what's nearby.
Floor plans on developer websites rarely match what's actually for sale.
Prices and payment options are unclear.
The biggest fear in buying off-plan is trusting the developer.
Logic first, visuals second
I built the page around the buyer's journey. Each section had to answer one specific buyer question before it got a design.
A wireframe without color or images shows what matters: the order in which buyers get answers. The map and the catalog got the most space because they handle the “too far” and “not available” objections.
What the research led to
Developer websites all make the same promises. Here every promise is replaced with something the buyer can check for themselves.
A neighborhood map instead of “great amenities nearby”
Nobody believes “schools and shops nearby”. The map shows 300+ real places: schools, daycare, clinics, sports, cafés, malls. A “15 minutes on foot / by car” filter answers the “too far” objection on its own.
A catalog synced with the developer's CRM
Floor plans come from the sales team's inventory system and refresh every 15 minutes. Only available units are shown. A request from a unit card reaches the manager with the unit number, size and floor.
Different requests for different intents
Instead of one “Contact us” button: “Get floor plans”, “Get a payment quote”, “Get the brochure”, “Check the price”. The sales team instantly knows where each buyer is in the decision.
Money explained before the call
Full payment, 0% installments until completion, monthly plans from RUB 50,000, subsidized family mortgage from 6%, and a 2-month price lock. Buyers find their option and call asking “how do I sign up?”
Mobile first
71% of traffic is mobile. Callouts on the architecture renders never overlap even at 320 px, unit cards scroll one at a time, and the catalog uses lightweight plan previews.
Built on trust
Completion dates on the first screen. The finish standard as a clear list. The legal entity, tax ID and official project declaration in the open. Whatever buyers want to verify, they find on their own.
Engaging motion that holds attention
A development website is long, and the biggest risk is that people leave halfway. So the page tells the community's story through scroll: a star from the brand pattern (a nod to the blackthorn the community is named after) opens up to reveal the next scene, key numbers appear one by one, courtyard cards slide over the renders. The motion is scroll-driven, not time-based, so visitors set their own pace and never wait.
How every section leads to a sale
Under each screen: why the section is there. The tags show what it works on:
Hero and story
We sell a lifestyle, not square meters: quiet and nature next to the city. Right under the emotion come the facts: sales status and completion date. A developer who states deadlines on the first screen earns more trust than one who hides them.Motion: the story behind the name unfolds through changing scenes on scroll
Ternika in numbers
7.4 acres, 5 buildings, 771 apartments. Scale signals reliability. Numbers instead of adjectives let buyers draw their own conclusion.Motion: numbers appear one at a time so each one sticks
Interactive neighborhood map
We don't promise “great amenities”, we show every school and clinic, with a travel-time filter on foot and by car. Buyers check for themselves — and believe it, because nothing is hidden.
Car-free, gated courtyard
Speaks to the main fear of families with kids: safety. “You can let your child play outside alone” beats any render.Motion: playground cards slide over the render — the courtyard comes alive on scroll
Architecture and lobbies
Callouts on the facade explain what buyers pay for: signature architecture and designer lobbies. The price reads as justified, not inflated.Motion: the facade opens up inside the star, and lobby spaces appear one by one — like a walk from the entrance to the elevator
Floor plans and finish standard
A clear list of what's in the apartment at handover: floor screed, prepared walls, windows, entrance door, meters. No fear of hidden costs — buyers know exactly what they get.Motion: the star “opens the door” into an apartment and leads into choosing a layout
Live catalog of available units
Only units that are actually for sale, with current data — 171 apartments at launch. Buyers see an honest picture and pick a specific unit, and the request reaches the manager with that unit already attached.
How to buy
The most important section for the decision. 0% installments, mortgage from 6%, monthly payments from RUB 50,000 — buyers see right away that the apartment is within reach. A 2-month price lock removes the “I need to sell my place first” barrier.
Developer and sales office
Off-plan buyers buy the developer's promise. So we show 5 other projects, the legal entity, tax ID and project declaration — and a real sales office with a “Get directions” button.Motion: the developer's projects gather around the logo — the company's scale, shown without words
Mobile
71% of visitors see the site on a phone, so mobile is the primary version, not a stripped-down one. All the motion, the map and the catalog work just like on desktop.
The motion isn't decoration
It's scroll-driven, tells the community's story step by step, and holds attention on a long page so visitors reach the floor plans and payment options.
85 leads in the first month
The site handles the “too far”, “what's actually available”, “can I afford it” and “will they finish it” objections on its own — so the developer can run ads to cold audiences.
Renders, PDF floor plans and a sales launch for a new community outside the city center.
A site that walks buyers from emotion to a specific apartment and gives them a reason to trust at every step.
The sales team gets requests with a chosen unit and a clear question, not just phone numbers.
Website analytics, Sep 28 – Oct 28, 2026. Sales opened on October 15.
As the developer's marketer, I didn't need just a beautiful website for Ternika — I needed a tool that brings in buyers.
Maksim thought through the structure, presented the community's strengths well, built an easy way to choose an apartment and paid special attention to the mobile version.
The result deserves a separate mention: 85 leads in the first month. For us, that shows the site doesn't just look good — it solves real marketing problems.
He was always available, made edits quickly and suggested solutions that took our wishes into account. We're completely satisfied and happily recommend working with him.
Email me the word “Audit”
And I'll review your project's website for free and show you 3 places where buyers leave without sending a request.
Maksim KotsarUI/UX designer for real estate developers