The problem
05 / 06Luxury property is sold on photography, and photography is heavy. Twenty-plus developments of high-resolution galleries had to look sharp enough to sell an apartment and still open quickly for a buyer browsing on a phone abroad.
The decisions
- 01
A custom AVIF and WebP pipeline rather than a stock image CDN
WhyOff-the-shelf resizing degraded the photography exactly where it mattered, and per-image costs scale badly across twenty developments.
ResultSharp galleries at a fraction of the original byte weight, served from Cloudflare R2.
- 02
Developments modelled as structured content, not pages
WhyTwenty-plus listings maintained as hand-built pages drift apart within a month of launch.
ResultOne content model drives every development page, so a new listing is data, not a rebuild.
- 03
Cloudflare at the edge
WhyThe audience is international; the origin should not decide how fast Dubai property loads in London.
ResultGalleries served close to the buyer wherever they are.
What shipped
Outcome- 20+ property developments live under one content model
- High-resolution galleries delivered as AVIF and WebP rather than raw source imagery
- New developments added as content, with no page-level engineering
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