Go for the 970, as Nvidia cards have better compaibility with most of those kinds of applications. I would avoid the Quadros, as you'll have to pay much more for a comparable performance. Also, the Quadros are more of a marketing thing, with companies like AutoDesk "officially supporting" those cards, making people tend to trust them more, though you can get great results with GeForce cards.
Now, when you say "3D Rendering", you have to be more specific, as the render engines you use can greatly affect your hardware choice. I say that, because many people buy GPUs, expecting them to speed-up rendering, but often are using non GPU accelerated render engines. Most of the popular render engines, such as VRay, RenderMan, Maxwell, MentalRay use CPU compute (though MentalRay uses GPU for GI). A few render engines, like Octane, LuxRender, Cycles, Indigo, and VRay RT (with limited features) are GPU compatible. So take that into consideration, when evaluating if it is even worth buying a better GPU.