Marketing Strategies for New Property Development

Marketing Strategies for New Property Development

Launching a new property development requires a marketing plan that works as a funnel, gathering leads with high conversion rate. Good email marketing, seo optimization and social media marketing.

If this is your first real estate development project as a property developer, the most important step is to make sure to start working on your content marketing at least 6 to 9 months ahead of completion. This process is called “selling off the plan”.

Selling off the plan in the context of new development refers to the process of selling properties before they are completed or even before construction begins. Buyers typically pay a deposit to secure the property, and the final payment is made upon completion of the project.

This approach allows developers to secure funding and reduce risks associated with the development process.

Marketing plays a crucial role in selling off-plan properties, as potential buyers need to be convinced of the project’s value and potential based on visual representations, such as CGIs, and other marketing materials

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Not following a strong marketing plan your development might struggle to generate enough leads on time. The effective marketing strategies need time to develop and get traffic to your website to drive sales, 

6-Month Marketing Plan for a New Property Development for Off-plan Sales

  1. Develop a unique brand identity for the property development, including a name, logo, and color scheme
     
  2. Create a user-friendly website showcasing the development, its features, and location, incorporating professional CGIs for property developers to provide a visual representation of the finished property
     
  3. Setup a construction timelapse cameras on the site – show how to work is being done from day one; later this will help link the CGIs with the video footage for before and afters.
  4. Set up social media profiles on platforms like Facebook, Instagram, and LinkedIn, and start posting teaser content to generate interest
  1. Develop high-quality CGIs of the property, including interior and exterior visuals, to be used in marketing materials
     
  2. Create a content marketing plan, including blog posts, articles, and local area guides, to establish expertise and attract potential buyers
     
  3. Launch targeted online advertising campaigns, such as Google Ads and Facebook Ads, to reach a wider audience and generate leads
  1. Build an email list and start sending regular newsletters to keep subscribers informed about the development’s progress, property updates, and industry news
     
  2. Organize open houses, property tours, and community events to showcase the development and engage with potential buyers
     
  3. Interview real estate agents, ask them for opinion on your residential project and it would benefit the community
  1. Increase social media engagement by sharing property updates, behind-the-scenes content, and responding to comments and questions
     
  2. Create high-quality videos showcasing the property, offering virtual tours, and sharing testimonials from satisfied clients
  1. Implement a referral marketing program, encouraging satisfied clients to refer friends and family to the development, offering incentives or rewards for successful referrals
     
  2. Stay up-to-date with the latest marketing trends, such as short videos, virtual staging, and interactive content, to ensure marketing efforts remain effective and engaging
  1. Intensify marketing efforts, including email campaigns, social media promotions, and paid advertising, to generate a final push for sales.
  2. Review the marketing plan’s effectiveness, analyze results, and make any necessary adjustments for future property developments.

By following this 6-month marketing plan, every small or large real estate developer can effectively promote new property development, attract potential buyers, and boost sales.

How to CGIs for property developer's off-plan sales marketing 

Interiors

  • Create CGIs of key rooms – kitchens, living rooms, bedrooms, bathrooms. Showcase different design styles, finishes, and layout options
  • Use realistic materials, lighting, and furnishings to help buyers visualize living in the space
  • For larger developments, show unit interior options and different model unit layouts
  • Feature amenity spaces – Provide CGIs of lobbies, pools, gyms, rooftop lounges, gardens, or other amenities to promote the lifestyle offered.
  • Create walkthrough videos taking viewers through different rooms and areas
  • Use lifestyle imagery – People/families engaging in activities brings spaces to life. Depict residents utilizing amenities and spaces.
  • Capture different times of day – Morning, evening, night CGIs demonstrate how light interacts with the architecture.

Exteriors

  • Create exterior views from multiple angles to showcase the entire building and surroundings. Include front, back, side views, and aerial shots of the development if possible
  • Show the building in context – include surrounding buildings, landscaping, roads, etc. This helps buyers understand the location and neighborhood
  • Use realistic lighting, shadows, and environmental effects to showcase the property at different times of day
  • Focus on highlighting unique architectural details and exterior features – entryways, roofing, balconies, etc
  • Consider CGIs that showcase views – Whether city skyline, waterfront or natural surroundings, views can be a major selling point to highlight.
Site Location Plan

Other Tips

  • Align CGIs with construction timeline – start with exterior renders, then interiors as project progresses
  • Optimize images for web, digital ads, print brochures, sales galleries, etc.
  • Update renders as the design evolves so marketing materials remain current
  • Show interactive floor plans overlaid – Display unit layouts and dimensions so buyers can envision how they would live.
  • Feature local context – Integrate CGIs with recognizable landmarks or neighborhoods to connect development to location.
  • Work closely with architects and designers to accurately represent the property development
  • Maintain consistent branding – Use matching color schemes, design elements, and tone across all CGIs for cohesion.

How to target market for property development?

  • Conduct demographic research on the area to identify key buyer groups – young professionals, families, empty nesters etc.
  • Look at psychographic factors like income levels, lifestyle priorities and values to further define potential targets.
  • Analyze competitor developments in the area and their target markets to see white space opportunities.
  • Create detailed buyer personas for each target audience, including age, household income, hobbies, priorities and pain points when buying a home.
  • Make sure to niche down instead of being too broad – trying to appeal to everyone dilutes your messaging.
  • Tailor your marketing messaging and materials to align with the priorities of each target group.
  • Choose marketing channels based on where each target audience is most likely to engage – certain social platforms, publications etc.
  • Use market research and data to estimate the size of each viable target audience in your area. Go after ones that have sufficient demand.
  • Continuously track which targets convert at the highest rates and optimize efforts based on insights.

Knowing your target demographic is key. Will you market to young professionals, families, luxury buyers, or renters? Defining this will allow you to craft tailored messaging and content.

All planning applications need a site location plan (known as a location plan) that shows the project proposal in its context and a block plan (also known as a project site plan), which shows the commercial development in detail. Our Site Location Plan​s are designed with high accuracy, engaging details, colors, and lighting.

Focus on Branding and Messaging

  • What makes your new development unique? Highlight special amenities, location, lifestyle, or design.
  • Create an appealing brand identity with visuals and a tagline that captures the essence of the community.

Optimize Your Website

  • Your website is a hub for prospects to learn more. Include photos, videos, floor plans, and virtual tours.
  • Optimize for keywords like “new condos in [city]” so you rank high in search.

Leverage Social Media

  • Give sneak peeks of the construction process on Instagram and behind-the-scenes looks on Facebook.
  • Run targeted social media ads to reach your ideal demographic.

Partner with Local Influencers

  • Collaborate with realtors, interior designers, or architects who can promote to their networks.
  • Build relationships with local media outlets to gain media coverage.

Track and Refine

  • Use analytics to see which marketing channels and campaigns drive the most site traffic, leads, and sales.
  • Continuously refine based on data and optimize for maximum ROI.

With strategic marketing and outreach, your new development will gain visibility and attract engaged homebuyers or renters. Focus on your branding, website, social, partnerships, and analytics to maximize success.

How to Choose the Right Target Audience for Marketing Your Property Development 

Defining your ideal buyer persona is crucial when launching a new real estate development marketing campaign. Follow these tips for identifying and targeting the right demographic:

Conduct Market Research and Define development marketing strategy

  • Analyze area demographics and psychographics to identify potential target audiences for your development.
  • Look at similar competing developments and their target buyers. 

Create Detailed Buyer Personas

  • Build out detailed profiles for each target audience, including age, income, lifestyle, priorities and pain points.
  • Personas could include young professionals, families, luxury buyers, empty nesters, etc.

Tailor Your Messaging

  • Craft tailored messaging and content that speaks directly to each buyer persona.
  • Align with their priorities and offer solutions to their pain points.

Choose Marketing Channels

  • Determine which marketing channels will best reach your target audiences.
  • Social media, email, and digital ads can help you cut through the noise.

Track Conversion Metrics

  • Use UTM campaign tags to see which personas are converting at the highest rates.
  • Continuously optimize based on data and double down on what’s working.

Avoid Casting Too Wide a Net

  • Don’t try to be everything for everyone – this dilutes your messaging.
  • Niche down instead of casting an overly broad net.

Laser-focusing your real estate marketing on the right buyer allows you to maximize conversion. Take the time to get clear on who your audience is and craft resonating messaging.

Branding and Messaging in Your real estate development marketing

Developing strong branding and messaging is key for attracting ideal buyers and tenants to your new property development. Here are tips for making your branding work:

Highlight Your Unique Value Proposition

  • Determine what makes your development truly unique. Is it the amenities, location, unit sizes, layouts?
  • Craft messaging that focuses on your differentiated value and lifestyle offering.

Create Visual Brand Identity

  • Develop a visual identity that aligns with your target demographic. Consider color palette, fonts, and logo design.
  • Ensure visual assets like photos and videos reflect your unique positioning.

Convey Lifestyle Aspirations

  • Curate messaging and assets that tap into the lifestyle aspirations of your target residents.
  • Align with their values and what resonates.

Come Up With a Memorable Tagline

  • A creative, catchy tagline can help your brand stick in people’s minds.
  • Keep it short and evocative of your unique value proposition.

Make Sure Messaging is Consistent

  • Messaging should be cohesive across all marketing channels – website, ads, email, social media.
  • Consistent branding builds authority and trust.

Don’t Overuse Buzzwords

  • Avoid leaning too heavily on real estate marketing buzzwords that lack meaning.
  • Craft messaging focused on authenticity and substance.

Invest time upfront getting your branding and messaging right. This creates a solid foundation for launching your development marketing and driving conversions.

Interactive CGI

Interactive CGIs will blow your client’s mind and skyrocket their experience with your product. A building, house or interiors, our Interactive CGIs are made to the purpose and can cover any property project. They provide tons of options and wast range of styling. Having multiple designs or different options to show to your clients, this is where interactivity displaces old catalogues and piles of glossy A4’s.
Let your clients do the heavy-lifting while loving it.

3D Interior Visualization interactive

Create Website to Market Your Property Development

Your website is a crucial hub for promoting your new development and engaging prospective buyers and tenants. Follow these tips:

Focus on High-Quality Visuals

  • Showcase professional photos and videos of renders, floor plans, and amenities to bring your off-plan campaign to life.
  • Consider 3D interactive floor plans and virtual tours to immerse visitors.

Make Key Info Easy to Find

  • Ensure details like unit types, sizes, layouts, pricing, and availability are easily accessible.
  • Use clear navigation, calls-to-action, and formatting.

Optimizing for SEO development marketing

  • Research relevant keywords and optimize pages for terms like “new condos in [city]” to improve search visibility.
  • Provide rich content focused on helping users learn about and evaluate your development.

Enable Prospect Lead Capture

  • Use lead generation forms, live chat, or email/phone call tracking to capture leads.
  • Provide listings alerts and newsletter sign-up.

Keep Site Content Fresh

  • Continuously add new content like development updates, area guides, and market reports.
  • Refresh visuals to showcase progress and new model suites.

Mobile Responsiveness

  • Ensure your website is fully responsive for optimal experience on mobile devices.
  • Leverage accelerated mobile pages (AMP) for faster load times.

An intuitive, information-rich website optimizes your ability to attract and engage prospects during initial research stages, driving conversions. Regularly update content to keep visitors returning.

Interactive Floorplans

Interactive Floorplans has extensive marketing capabilities of demonstrating and providing broad specter of information to the prospects. Merge multiple layers of information in just one floorplan; text information, appliances, material specification, color information, or additional annotation are only part of what you can achieve by implementing Interactive Floorplans into your marketing campaign.

INTERACTIVE FLOOR PLANS

Social Media and Advertising to Promote Your real estate development

Social media and paid advertising allow you to build buzz, drive awareness, and target buyers for your new development:

Use Social to Give a Behind-the-Scenes Look

  • Share development milestones on Facebook and give sneak peeks of construction on Instagram.
  • Let followers feel part of the journey to generate excitement.

Run Targeted Social Media Ads

  • Create ads showcasing renderings, floorplans, and amenities aimed at your buyer personas.
  • Target by demographics, interests, behaviors to reach high-intent buyers.

Partner with Influencers

  • Work with relevant local influencers to promote key messages and listings to their engaged followers.
  • Consider sponsored posts or giveaways.

Retarget Website Visitors

  • Use pixel tracking for remarketing ads across Google, Facebook, Instagram to reconnect with previous visitors.
  • Keep your community top of mind during their search process.

Advertise in Local Publications

  • Take out print ads in city magazines, newspapers, real estate guides targeting your area.
  • Focus on lifestyle-oriented channels that align with your branding.

Optimize Ad Creative

  • A/B test ad images, copy, and calls-to-action to determine what resonates most with your audience.
  • Refine based on performance data.

Amplify With Paid Search

  • Bid on relevant development and neighborhood keywords across search engines.
  • Drive qualified traffic straight from searches.

A strategic mix of organic and paid digital marketing enables targeted promotion across all stages, from awareness through consideration to conversion.

3D Interactive Floorplans

3D Interactive Floor Plans are similar to 2D interactive floor plans with the difference that everything is represented in three dimensions, with light and textures. Merge multiple layers of information in just one floorplan; text information, appliances, material specification, color information, or additional annotation are only part of what you can achieve by implementing Interactive Floorplans into your marketing campaign.

Interactive floor plans for digital marketing in property development.

Using PR and Partnerships to Boost Your Property Development Marketing

To market a property development use public relations and strategic partnerships. Connections provide valuable opportunities to expand awareness and drive interest in your new development:

Pitch Stories to Media Outlets

  • Identify media outlets and reporters covering real estate and lifestyles to pitch unique stories about your development.
  • Securing earned media coverage lends credibility and third-party validation.

Host On-Site Events

  • Offer hard hat development tours for VIPs and model suite previews for brokers to generate buzz.
  • On-site events let people experience your community first-hand.

Partner with Local Businesses

  • Collaborate on cross-promotions with businesses like coffee shops or fitness studios near your development.
  • Co-market to each other’s customer base.

Team Up with Community Groups

  • Partner with local schools, arts organizations or charities to expand awareness and give back.
  • Support causes your buyers care about.

Work with Real Estate Agents

  • Invite agents to tour your community and equip them with sales materials.
  • Leverage their networks and client outreach.

Don’t Spam Media Contacts

  • Avoid blasting press releases. Take a targeted, personal approach to pitching.
  • Develop relationships with reporters over time.

Leveraging earned media, events, and strategic partnerships complements your owned marketing channels – enabling you to expand your reach, credibility and exposure.

Learn more

FAQ

11 essential property development marketing ideas

  1. Create a user-friendly website: Design a visually appealing and easy-to-navigate website that showcases your properties and provides essential information about your developments
  2. Invest in professional CGIs, Photography and Videography: High-quality images and videos of can make a significant impact on potential buyers, showcasing the best features of your properties
  3. Develop a sleek, modern website with interactive floorplans, photos, and details on amenities
  4. Utilize social media: Engage with your target audience through social media platforms like Facebook, Instagram, and LinkedIn. Share property updates, news, and behind-the-scenes content to build a strong online presence
  5. Implement SEO strategies: Optimize your website and content for search engines to increase visibility and attract more organic traffic
  6. Develop a content marketing plan: Create valuable and informative content, such as blog posts, articles, establish routinely to shoot videos of the actual process of the development, show how the done is done, this will establish a good communication with future buyers. Produce new development guides to establish your expertise in the industry and attract potential buyers.
  7. Leverage email marketing: Build an email list and send regular newsletters to keep your audience informed about new developments, property updates, and industry news
  8. Host events: Organize open houses, property tours, and community events to showcase your developments and engage with potential buyers
  9. Utilize paid advertising: Invest in targeted online advertising campaigns, such as Google Ads and Facebook Ads, to reach a wider audience and generate more leads
  10. Create a referral marketing program: Encourage satisfied clients to refer friends and family to your developments, offering incentives or rewards for successful referrals
  11. Embrace emerging marketing trends: Stay up-to-date with the latest marketing trends, such as short videos, virtual staging, and interactive content, to ensure your marketing efforts remain effective and engaging.

5 content marketing for property developers

  1. Informative Blogs: Write informative and engaging blog posts on topics relevant to your target audience, such as market trends, financing options, and tips for buying or selling properties. Share your expertise and insights to establish yourself as a trusted resource in the industry.

  2. Video Marketing: Create high-quality videos showcasing your properties, offering virtual tours, and sharing testimonials from satisfied clients. Videos can help potential buyers visualize themselves in the space and provide a more immersive experience than photos alone

  3. Local Area Guides: Develop comprehensive guides to the neighborhoods and communities where your properties are located. Include information on local amenities, schools, transportation options, and upcoming events to help potential buyers get a feel for the area

  4. Social Media Presence: Maintain an active presence on social media platforms like Facebook, Instagram, LinkedIn, and Twitter. Share engaging content such as property listings, market updates, and behind-the-scenes looks at your projects. Engage with your audience by responding to comments and questions, and encourage them to share your content with their networks

  5. Email Newsletters: Send out regular email newsletters to your subscribers, featuring updates on new properties, market trends, and exclusive offers. This can help keep your audience engaged and informed, and encourage them to consider your properties when they’re ready to buy or sell.

How to do market study for property development?

  • Research demographics in the area including population growth, age distribution, household incomes, employment rates etc. This will help identify target buyer groups.
  • Analyze market trends for the type of property you plan to develop such as pricing, absorption rates, unit mix demand (1BR vs 2BR). Look at historical data and projections.
  • Study competitive developments in the area to determine unmet demand, pricing, unit amenities etc. Identify where there may be opportunities.
  • Conduct surveys with potential buyers to gain insights on pricing, features, amenities they would prefer.
  • Determine the overall demand and depth of the target market to assess feasibility. Estimate how many units could be absorbed based on population.
  • Assess the strengths and weaknesses of the location through factors like transportation access, proximity to jobs, schools, parks etc.
  • Research market cycle stage – is the market in a growing or declining phase? How will this impact uptake?
  • Interview local experts such as real estate brokers and agents to get on-the-ground insights.
  • Create demand forecast models factoring in demographic data, uptake rates, and market conditions. Develop best and worst case scenarios.

The goal is to make data-driven decisions and determine if there is sufficient demand for your development concept in the specific area