Hi @Anonymous,
Ok, so in my opinion:
3DS Max:
You can't go wrong with 3DS Max from Autodesk, BUT - it is hard to learn. Obviously people who has years of experience with 3DS Max would argue with me, but even some of our seasonal visualization professional have their problems with 3DS more often than not. Our company only used 3DS Max (V-Ray & Mental-Ray) for quite a number of years. I introduced them to TwinMotion and there is a fast shift happening in our visualization department.
TwinMotion:
User-Friendly and a pleasure to learn. Larger Material/Content Library opposed to Lumion. I personally feel that the still renders, walk-throughs and presentation video quality is better than Lumion. Rendering in 3DS Max takes a while, where rendering of the aforementioned is much quicker in TwinMotion and Lumion. TwinMotion is being distributed by ATC's world-wide (Autodesk Training Centers), which already says a lot about the software and partnerships.
If you are going the route of 3DS Max, be prepared to put a lot of time in learning it, or be prepared to hire someone with quite a lot of experience which will end up in additional company costs.
If you are going the route of TwinMotion, be prepared to be surprised at how fast you can get to your desired/end-result and where you would be able to do it on your own and no outside professional will be required.
I have nothing against any of the software packages. It comes down to costs and time and as you know time is money. If a client comes to you and asks you for a couple of renders and a video walk-through, but you only have 1 or even 2 days to get the job done or else he would be forced to use someone else... Then, TwinMotion would suffice to get the job done and you'll have a happy client, but with 3DS Max, you'll probably require more time purely to run the renders. (So, you'll not be able to do everything in time, unless your very experienced).
Oh and before I forget, you don't even require an absolute beast of a workstation for TwinMotion, I would say your current Revit workstation would suffice for the time being. The better the workstation for 3DS Max the faster the render time which amounts to even more "start-up" costs.
I must be honest, I haven't used Lumion 7 yet, only up to 6.5, so I haven't gone through all of the new features of Lumion 7.
TwinMotion also has a standalone viewer I feel the layer use in TwinMotion is better. If you need to do a construction phasing video, it is also so simple in TwinMotion.
I hope this helps! 
Rudi Roux
MSc | Digital Engineering Manager
LinkedIn
Revit Mechanical & Electrical Systems 2018 Certified Professional | Revit MEP & Architecture 2015 Certified Professional
AutoCAD 2015 Certified Professional | Autodesk Building Performance Analysis (BPA) Certificate
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