Getafeel is a property-tech startup initially positioned as a provider of 3D virtual tours for a realistic feel of properties under construction. While that messaging worked at an early stage, it significantly undersold their broader capabilities later on.
Even in the beginning, when the team provided 3D virtual tours, the team included more tech and project management professionals than architects, and their product was always more than visualisation.
Yet their market positioning boxed them in with architectural visualization (ArchViz) studios, a misclassification that diluted their value proposition, undermined their technical edge, and set inaccurate buyer expectations.
1. Misclassified as a visual provider, not a tech platform.
2. Competed on visuals, not on things they are strong about – integration, or visualisation at scale.
Original positioning:
“3D virtual tour for a realistic feel of properties under construction.”
That reads as:
“We help developers visualize.”
So do dozens of visualization studios.
Wrong category = wrong competitive set = wrong buyer assumptions.
Platform and internal narrative evolved through accelerators, investor pitches, and feedback loops, but that evolution remained invisible to the market.
The team lacked a shared language to express their edge.
Sales narrative defaulted to “visuals”, missing their technical edge and operational value.
Couldn’t justify differentiation or defend pricing.
While the founders were confident in live conversations, the team lacked narrative confidence in written communication.
We ran a two-week positioning and messaging sprint to uncover the company’s true DNA and structure a new narrative around value pillars no competitor could claim in combination.
Through structured workshops, the founders and team unpacked insights across four key dimensions:
Vision, instincts, strategic bets.
Vision, instincts, strategic bets.
Trends, category drift, misclassification risk.
What clients value, what they assume.
What the platform actually enables, not just what it does.
Getafeel is not a visual studio.
Core strength lies in sales tool integration, data surfacing, and platform scalability
Their differentiation is operational, not aesthetic.
They occupy a unique white space: the intersection of sales operations and visualization
Messaging moved from improvised to intentional, allowing faster decisions across sales, marketing, and product.
The “aha moment” for the team was putting into words giving the right structure to what was already true.
“Getafeel is a property-tech platform that enables residential developers' sales teams to sell faster, showcasing entire projects online and in sales centers – fully integrated with sales tools and built to scale.”
Old:
New:
“If the story had stayed in immersive visuals, they’d still be boxed in with ArchViz operators…”
Every category brings assumptions, pricing expectations, and mental models.
Sometimes those serve you. Often, they don’t. Positioning is about choosing the box that fits the team’s future.
During the Singular Advantage sprint, Getafeel revealed what had been true all along: They were never just a visual vendor.
Their story is a model for technical teams stuck in a trap of features-led communication.
“I’d recommend this to any startup that wants to sharpen its story and align around it.
The biggest value for us was finally getting the whole team aligned – We all knew why the product mattered, but we didn’t yet have a clear way to communicate that, and the pillars we developed through this process made that clear. Now we’ve got key pillars to guide our messaging, a tone that fits, and confidence to finally start communicating.
The process was sharp, focused, and didn’t eat up time or budget. Five sessions in, and we already feel more ready than ever.”
Vukasin Bozovic, CEO at Getafeel
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