Development marketing
Positioning developments for success, from first sketch to final sale.
A successful development needs more than a set of listings. It needs a clear market position, compelling presentation, targeted exposure and consistent sales management, and it needs those four things to be pulling in the same direction.
We provide tailored sales and marketing for residential developments across Southall and West London, Reading and the Thames Valley, and South Wales.
01 - Market positioning
We assess the development, its location, the product and the target market to establish a clear market position, considering:
- Location and connectivity
- Local and regional demand
- Competing developments
- Pricing
- Property mix
- Buyer profiles
- Rental and investment demand
- Development specification
The objective is to establish who the development is for, why they should buy, and how it should sit in the market.
02 - Pricing strategy
Pricing has more effect on the success of a launch than almost anything else. We consider comparable properties, competing schemes, price per square foot, size and layout, floor level and aspect, specification, local demand, buyer affordability and market conditions.
Pricing recommendations are reviewed as sales progress rather than fixed at launch and forgotten.
03 - Brand and creative direction
A development needs a distinctive identity. We can coordinate a consistent marketing identity across:
- Development naming and visual identity
- Brochures and digital presentations
- Floor plans
- Photography and CGI imagery
- Site signage
- Sales materials and online marketing assets
Digital marketing
Most buyers begin online, so that is where the campaign has to work hardest.
Property portals
Professionally prepared listings across the relevant portals, designed to generate qualified enquiries and viewings rather than volume.
Development pages
Dedicated pages carrying development information, availability, floor plans, specification, imagery, location information, answers to the questions buyers actually ask, downloadable brochures and enquiry forms.
Social media
Targeted content covering architecture, interiors, construction progress, lifestyle, location, amenities and available properties.
Search marketing
Where appropriate, campaigns targeting people actively searching for new homes and developments in the relevant locations.
Email marketing
Launches, availability updates and relevant opportunities communicated to registered buyers and qualified contacts, always within the marketing preferences those contacts have given.
Reaching the right buyers
Not every development should be marketed to everyone. Depending on the scheme, the audience may include:
Owner occupiers
Buyers looking for a primary residence or a new family home.
First-time buyers
Purchasers entering the market and looking for modern, low-maintenance homes.
Downsizers
Buyers seeking more manageable accommodation without compromising on location or quality.
Investors
Professional and private investors considering residential property as part of a wider strategy.
International buyers
Where appropriate, developments can be presented to overseas purchasers, subject to the applicable legal and regulatory requirements.
Launch strategy
A well-planned launch creates momentum from the outset.
Pre-launch
Market research, pricing strategy, positioning, marketing materials, database preparation, digital campaign preparation and early buyer registration.
Launch
Coordinated digital release, portal publication, buyer communications, enquiry management, viewings, sales appointments and reservation activity.
Post-launch
Sales analysis, buyer feedback, pricing review, campaign optimisation, availability management and continued lead generation.
Sales management
Marketing creates attention. Sales management turns it into reservations and completions.
- Enquiry management and buyer qualification
- Viewing arrangements and sales presentations
- Property recommendations
- Reservation administration
- Solicitor liaison and mortgage broker introductions where appropriate
- Sales progression and buyer communication
- Developer reporting and completion coordination
Sales progression
We keep the developer, buyer, solicitor, mortgage provider and our own team talking to each other. The purpose is to catch a problem in week two rather than week twelve.
Development reporting
Developers need visibility. We report on enquiries and lead sources, viewing activity, buyer profiles, reservations, exchanges and completions, available units, sales velocity, pricing, campaign performance and buyer feedback, at whatever frequency suits the scheme.
What we provide
- Market analysis. Local research, comparable developments and buyer analysis.
- Positioning. The development proposition and target market strategy.
- Pricing. Initial recommendations and ongoing review.
- Branding. Development identity and visual direction.
- Creative. Brochures, photography, CGI, floor plans and marketing assets.
- Digital. Website, portals, social media, email and digital campaigns.
- Launch. Pre-launch registration and coordinated market launch.
- Sales. Enquiry handling, viewings, reservations and buyer management.
- Progression. Transaction coordination through to exchange and completion.
- Reporting. Sales, enquiry and campaign performance.