14 ROC by Crescent Heights

THE STORY

The context

14 ROC sits at the heart of Downtown Miami’s transformation. Designed for modern urban living, the project comprises 283 residences and required a sales environment that could reflect its premium positioning. With a geographically diverse buyer pool across North and South America, the experience needed to be compelling in-gallery and equally effective for remote presentations.

The challenge

With prospective buyers spread across multiple markets, DisplaySweet was tasked with creating a seamless, immersive sales journey. Agents needed a powerful tool to navigate inventory, compare unit layouts and present residences effectively, while maintaining the sophistication expected of a high-end gallery experience.

The turning point

Rather than relying on static marketing materials alone, the team focused on creating a single connected presentation environment where agents could guide buyers through the project story, apartments and amenities with speed and confidence.

The experience

DisplaySweet transformed the sales gallery into a high-impact, interactive presentation environment. Agents could guide buyers through CGI renderings, floor plans and building amenities within one seamless platform, maintaining a fluid narrative while allowing buyers to explore details at their own pace.

The experience extended beyond the gallery. Remote presentations delivered the same depth and clarity for interstate and international buyers, while Interactive Brochure links enabled prospects to revisit key information after meetings, supporting timely follow-ups and accelerating decision-making.

THE SOLUTION

Problem:
Agents needed a seamless way to present the project story, apartments and amenities within a premium gallery environment.

Solution:
DisplaySweet’s custom-built Presenter App enabled a guided, high-impact presentation experience, allowing agents to navigate CGI, floor plans and marketing collateral within one platform.

Problem:
A diverse buyer audience across North and South America required accessible presentations across languages and locations.

Solution:
Bilingual functionality (English, Spanish and Portuguese) supported a wider buyer base, and the same guided experience translated smoothly to remote presentations.

Problem:
Buyers needed confidence when comparing layouts and making off-plan decisions.

Solution:
The comparison tool allowed buyers to view up to three floor plans side by side, making decisions clearer and reducing uncertainty.

Problem:
The surrounding context and lifestyle needed to be experienced, not just described.

Solution:
An Unreal Engine-powered 3D Digital Model introduced immersive storytelling, including a Day-to-Night slider to visualise the development at different times of day and explore surroundings and interiors.

Problem:
Sales teams needed real-time accuracy across availability, allocations, and buyer updates.

Solution:
Through DisplaySweet’s online Studio, agents could manage allocations, update property statuses and content, and sync with their CRM (MRI) in real time, ensuring buyers received up-to-date information.

Problem:
Engagement often drops after a gallery presentation.

Solution:
Agents could send personalised Interactive Brochure links so buyers could revisit floor plans, unit details and amenities. Agents were also notified when links were opened, enabling timely follow-ups and expediting the closing process.

RESULTS

From launch in July 2024 to 20% sold by April 2025, 14 ROC built strong early momentum, supported by DisplaySweet’s guided sales experience that helped agents present faster, more clearly, and with greater confidence.

CLIENT VOICE

“14 ROC is at the heart of Downtown Miami’s exciting transformation, and we knew we needed industry-leading technology to create a seamless and immersive sales experience. DisplaySweet delivered beyond our expectations, providing innovative solutions that allowed our sales agents to showcase every luxurious detail of our project with ease and sophistication. Their technology has not only streamlined our presentations but also elevated the way we connect with buyers, creating an engaging and memorable journey that enhances confidence and drives off-plan sales.”

Marisa Marcus, Vice President of Marketing, GFO Investments

FAQ

What did DisplaySweet change in the sales process?
DisplaySweet transformed the sales gallery into a guided, interactive presentation environment where agents could navigate inventory, compare layouts and present the project story with speed and sophistication.

How did remote buyers experience 14 ROC?
The same guided experience translated to remote presentations, allowing buyers across North and South America to engage with the project with clarity and confidence.

What was the impact on the sales team?
Agents gained an intuitive, all-in-one presentation tool that improved narrative flow and made it easier to showcase every detail, from layouts to amenities, in a consistent way.

How did DisplaySweet support follow-up after presentations?
Agents could send personalised Interactive Brochure links for buyers to revisit key information post-meeting, with open notifications enabling timely follow-ups and helping to accelerate decisions.

To discover more, book a free consultation below.

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