Planning and Management in Three Dimensions

Simplex 3D, which began its journey as an aerial photography company and later advanced to the development and creation of Israel's "digital twin" platform, is presenting the next generation of systems for urban planning as well as real estate marketing and sales. The company's advanced platform gives real estate professionals access to a continuously updated, high-precision 3D model — enabling clear, contextual understanding of future development.

The dynamic real estate market and the rapid development of cities and infrastructure are making every project far more complex. This is compounded by the growing demand from potential buyers for maximum transparency. Simplex 3D delivers a unique and advanced technological solution that has become an industry standard, redefining how urban reality is planned and experienced.
This is made possible through the CORE system for urban planning and management, which has been serving the local market for the past seven years and has become a market standard. Recently, the REALS sales and marketing platform was added, transforming the buyers' experience into a realistic one while providing sellers with a powerful engine for marketing and sales.

According to Simplex's data, hundreds of companies currently benefit from its services, including approximately 80% of Israel's largest real estate companies and leading architectural firms. "For years now, these stakeholders do not make decisions, plan, or execute even a single step without the Simplex CORE system," says Avi Aflalo, who founded the company 13 years ago with his two technological partners. The company has since become one of the most significant players in the field of creating and working with urban 3D models, with extensive operations in Israel and worldwide.

From City Photography to 3D Management
Simplex 3D, which began as an aerial photography services provider, shifted its marketing and development focus after its owners identified an opportunity to combine precise imaging capabilities with innovative technology for creating three-dimensional models, alongside numerous planning needs emerging from the field.
"The idea of creating an accurate 3D model of entire cities at an exceptionally high resolution stemmed from the understanding that a 3D model could serve as a foundation for a decision-making system," recalls Aflalo. He reveals that the CORE planning system currently serves as a planning and management tool for hundreds of local authorities, security bodies, government ministries, and private entities. Approximately 200 local authorities have adopted the system as a standard, making it widely used across Israel.

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"In practice, almost every city in Israel uses the unique system, which consolidates multiple layers of information: building permits, real estate transactions, infrastructure, master plans, environmental data, and more," he explains, emphasizing that one of the system's advantages is the visual presentation of data, enabling anyone to understand it easily without being an information systems or data expert.
"The system we developed performs a fusion of all relevant information," continues Renana Perlovitch, CMO of Simplex 3D. According to her, CORE enables clients to examine current and future construction plans, allowing them to understand the impact of new planning on various environmental elements: the skyline, shading, overall area density, and more.
"For example, architects can upload planning models at the click of a button and examine important real-time data such as the distance between the building and neighboring structures, solar rooftop potential, integration of the building within the area, its impact on pedestrian traffic, the number of sunlight hours each balcony will receive at any time and season, and more," she says. "This allows every decision-maker — the developer, the architect, and other professionals involved in the project — to see the full picture far beyond a two-dimensional drawing. The system also serves as a marketing tool for developers in urban renewal projects, by presenting a realistic and clear alternative to residents, rather than just a promise."

From Planning to Sales: Efficient Data-Driven Marketing
What began as a package of aerial photography services for projects worldwide evolved into an advanced technological platform focused on the Israeli market, enabling 3D photography and modeling of extensive areas throughout Israel.
As part of the company's growth, in June 2025 an innovative product was added to the CORE planning system — the REALS marketing platform, which addresses all stages of marketing and selling new projects and urban renewal developments. This experiential system allows developers to present any project within a realistic environment that includes the building's surroundings, the neighborhood, and the broader area in which it is located. It integrates meaningful elements such as a planned railway line passing nearby, birds chirping in a nearby park, people enjoying coffee in the kitchen, or exercising in the building's gym, and more.
Perlovitch defines it as a cinematic experience, similar to a movie or video game experience, which significantly reduces the reliance on static renderings.

The system also enables the creation of architectural interior visualizations during the planning stage, alternatives for different design styles that can be changed at the click of a button, and virtual tours inside the apartment and surrounding facilities (gym, spa, residents' lounge, etc.).
The unique customer experience created by REALS — available both as a local installation and as a cloud-based solution — allows developers or sales representatives to present the project from any device and anywhere.

"In practice, the potential buyer enjoys a 'tour' through a building that has not yet been constructed. In each apartment, they are exposed to the 'real' view reflected from their future window, and they can change design styles and examine the surroundings," says Aflalo. "At the end of the process, the customer receives a personalized digital brochure with a QR code based on their preferences, which can be shared as a link, sent to family and friends, and even revisited to review the preferences they considered during the sales conversation."
What benefits the customer also benefits the developer, who gains an optimal customer experience while simultaneously receiving a marketing tool that provides buyers with certainty and the feeling that they are living in the environment and new building that have yet to be constructed.

"Because the system is connected to the apartment inventory and to a dashboard that feeds sales representatives with real-time alerts based on the customer's actions with the link they received, the developer can understand the customer's preferences and behavior when using the REALS platform," explains Perlovitch. "This provides information about which apartments genuinely interested the customer, which slides they lingered on, what information they shared with others, and additional data that enables far more precise and effective marketing actions. For example, if a customer watched a specific apartment's video multiple times, the developer receives an alert to focus sales efforts on that particular apartment for that specific customer. If it appears that most prospects focused on content showcasing the public garden or the building lobby, the developer can concentrate the marketing campaign on those areas, making marketing far more efficient and data-driven."

Technology That Makes Complex Geographic Information Accessible
Simplex's innovation — by a company that never stands still — does not stop here. These days, the company is integrating an LLM (Large Language Model) into the CORE system to allow users to ask free-form questions and receive the specific data that interests them, beyond generic accessible information.
Examples include searching for the architect who designed the most buildings in Tel Aviv, identifying the tallest buildings — over 15 stories — in a particular area, or determining the building rights for a specific land parcel.

How do your system and accompanying products improve urban planning and development processes?
Aflalo: "By changing the way planning and execution discourse in the city is conducted. Theory is replaced by precise reality that enables measurement and the creation of a realistic experience. Additionally, the 3D model transforms the dialogue between developers and other professional stakeholders — from architects to local authorities, residents, and potential buyers — enhancing transparency and credibility and enabling better, data-based decision-making."
Perlovitch: "With tens of thousands of active users who use the system daily in Israel and in additional countries such as the United States, Italy, and Portugal, there is no doubt that we serve the entire ecosystem — from early planning and research, through decision-making for transaction execution, to marketing and selling the project."

How can advanced systems address contemporary challenges?
Aflalo: "One of the central challenges is the significant difficulty in conducting aerial photography in Israel due to heavy airspace congestion and the challenge of obtaining flight approvals in many areas because of Air Force activity and traffic at Ben Gurion Airport. This contrasts with the relative accessibility of aerial photography overseas. For example, photographing New York City from the air — conducted by the company about two years ago —took only two weeks. In Israel, each city can be photographed only once a year on average, and even then under numerous restrictions. Over the past two years, additional challenges stemming from the 'Iron Swords' war have complicated the company's operations in the north and south, particularly GPS disruptions. Another challenge resulting from the war has been the reserve mobilization of approximately 40% of the company's human capital. The company, located in Herzliya, employs 65 staff members. During this period, cyber threats have also intensified — threats we are familiar with even in routine times."
Aflalo: "Fortunately, we have always understood the sensitivity of a three-dimensional system, which is reflected in the emphasis we place on information security. In the cybersecurity domain, we cooperate with the Israel National Cyber Directorate while operating advanced protection systems that are continuously updated."

Full Autonomy for the Developer
Looking ahead, Aflalo aims to add an innovative feature that will allow developers to upload planning materials into the system and automatically and quickly receive a complete 3D real estate project ready for marketing and sales.
Another goal is expanding Simplex's extensive international activity, reflected in the sale of the system to more than 50 local authorities in Italy, additional European countries, and major U.S. cities such as New York and Miami.
"The REALS platform is not geographically limited, and we can create a three-dimensional experience for any client anywhere in the world where they have a real estate project. We are connecting the real estate world with the era of artificial intelligence," he explains. "Automation and AI will make it possible to generate a project for any property sold worldwide. Whether it is an urban renewal project where residents need to understand how the new neighborhood will look and what they will receive in order to choose the developer who will build it for them, or providing a solution for residents living abroad who wish to purchase an apartment in Israel but are unfamiliar with the local environment."
"By using the CORE planning system together with the REALS sales and marketing platform, any developer anywhere in the world can benefit from a realistic and tangible 3D visualization, make better planning and business decisions, and sell a more accurate and suitable product to their clients."
In a complex and rapidly evolving environment, Simplex 3D provides decision-makers in real estate and urban planning with fast and precise access to data and information, reducing risk for developers, planners, and homebuyers alike.

Partnered with Simplex 3D
Satisfied Clients Share:
Local Authority: Sagi Rochel, Treasurer of the Netanya Municipality: "Simplex is the tool that enables us to make managerial decisions without going out to the field."
Planning and Security: Miki Otmazgin, owner of an architectural firm: "It's like being without Waze or WhatsApp. I can't see myself without it today."
Entrepreneurship: Hagit Wolf, CEO of Ken-Hator: "Simplex is a comprehensive envelope that streamlines my work. When I examine a project, the first thing I do is enter Simplex."

In collaboration with Simplex 3D

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