Our 10 Point Project Marketing Framework helps investors and developers sell and market their project.
Let’s break down each of the 10 points.
Setting realistic goals
There are two key goals we apply to each new build project. Number of sales within a selected timeframe and brand reputation over a longer timeframe.
Your goal is a commercial target. The amount of expected return of sales by quarter or development stage. Property branding alone won’t lead to sales but can greatly contribute to sales success.
We’ve found that adding more or less concrete goals makes the project harder to execute.
Measure what matters
We divide metrics into two; core and indicator metrics.
Core Metrics
Total sales within a selected time / phase
Total sales are designated sales in a development’s key phases - prebuild, construction and launch. Brand recall helps with future projects. Think of brand recall as future equity. The more buyers recall your reputation, the more likely they will pay more or buy faster in the future.
Indicator Metrics
- Amount of marketing qualified leads / inquiries from marketing touch points
- Amount of sales qualified leads / engagements with sales teams and tools
Indicator metrics state the interest of your property. They allow for adjustments in your marketing strategies. Don’t get too carried away with the indicators. They can be adjusted but allow for tracking over months before changing, not weeks or days.
Right budget for the right project
Budget setting should be in two parts. A budget for branded assets to communicate your development, and a budget for channels to reach your target buyer.
No matter how good you think your development is, you will need to market it. Marketing resources are an investment; what you put into it influences what you get out of it.
There is no hard rule for budget but we recommend allowing between 1 to 2.5% of GR (Gross Realization).
The lower end of the marketing budget would be for projects with higher investment. Hence the overall larger project budget. And the higher end of the marketing budget would be for projects with a lower investment.
Marketing Budget Split Scenario
Channel / Campaign Budgeting
You will need to leverage lead generation budgeting methods to ensure minimal waste and maximum effectiveness. Allow for buffers and optimization. Marketing technology tools can help arrange and manage your lead generation efforts.
In essence, the allocation of resources, including the marketing budget, should be dynamic and responsive to the evolving nature of the development project and its associated marketing efforts.Other tactics such as private events and exclusive screenings are effective ways to engage pre-build buyers. These require special lead generation techniques and budgets.
Work closely with your agency to help define and optimize the right budget plan.
Focus on a single buyer
We recommend that you focus on a single target buyer. This will create efficiencies in your brand and marketing. It will also make it easier for sales and brokers to focus. Developers can select a target buyer using various approaches both qualitative and quantitative.
In the following checklist, we’ve outlined how developers can begin to create a desired buyer profile.
- Use recent area sales data and your previous development sales.
- Know the difference between total available, service available and service obtainable market.
- Cross-check where you could attract buyers from, local, regional, or international. Or with any partnerships you’re involved with such as a branded residence.
- Design your buyer profile for high personalization and map out the buying journey.
- Nurture leads depending on their status and serviceability.
- Data capture and share with marketing and sales teams. Get feedback and continually optimize.
Designing market segments helps developers and stakeholders pre-plan projects.
Create a vision
At Consortium, we divide property strategy into three phases.
Graph
- Visioning and Concept - the initial vision for the property project
- Place DNA - why and what value the property offers the market
- Sales Campaign - the media strategy to deliver the assets to target buyers
Visioning
Visioning is done at the early stage to capture the fundamentals of the location and project intent. These can be used to inform current or future stakeholders of the project intent. We recommend developers explore the project’s value from a range of perspectives; economic, social, cultural.
Place DNA
Place DNA is our core model for defining a property’s value proposition. The model consists of defining attributes and personality for development. This informs the entire project. From the visual identity to stories, right through to sales campaigns.
Sales Campaign
Knowing what assets to deliver at the right stage of a buyer's journey is part of the personalization process. A planned sales strategy will help buyers select your property over another development.
Sales campaigns should be designed based on the most impact you get delivered to your prospective buyers. It’s neither print or digital or events. It all depends on the level of engagement needed to convert.
Make your property a brand
A property's identity is an emotional connection that buyers use to remember your development. They form a key shortcut for buyers and visitors.
There are two identity elements - the property name and visual identity.
Naming and Language
The more visual the name the better as concepts are hard to understand and harder to remember.
References:
Language should expand from the name into other areas of the property and forms of communication. Consider applying naming and language to key amenities, zones and destinations within the property. These add extra premiums to the brand, the property and the ownership experience.
Logotypes, Logo Marks, and Typography
One of your more critical steps will be devising a logo. There is no hard rule if a property should have a logotype, logomark, or a designated typeface. Our identity quadrant makes visual identity decision-making easier.
The Place Identity Design Quadrant
References:
Imagery that sells
A well-constructed suite of visual assets helps developers visualize and deliver the property to market. Image gives buyers stimulus and critical information towards their investment. Imagery offers value across all stages of the process, from visioning, design and development, to pre-sale, launch, and sustain sales campaigns.
Visualization Imagery
- 3D Visualization renderings
- Presentation and Story
- Concept films
- Investor marketing
Promotional Imagery
- Video
- Short Content
- Photography
- Architect / Developer content
- Social Proof
- Event imagery
- Helicopter photography
- Drone photography
Sales Imagery
- Short Content
- Photography
- Gallery Walls, Tables,
- Architect / Developer content
- Social Proof
- Event imagery
- Helicopter photography
- Drone photography
Digital experiences beyond promotion
Digital marketing has too many misconceptions to name. Many believe it to be ‘promotion’ or ‘advertising’. Others believe they need to be doing everything, all the time - to be ‘always on’. None of this is true or necessary.
The digital experience you deliver should be in line with your budget, your timeline and your audience. That’s it. Don’t make it anymore complicated than that. Remember you are designing an experience. Digital tools and content are just mediums.
Digital marketing for luxury real estate needs a tailored approach to reach affluent buyers effectively. We recommend that you create an overarching digital strategy and break it down into platforms, sales tools and campaign tactics you may need to qualify and convert your target buyer.
Below is a table to highlight the platforms, tools and tactics developers can use to deliver digital marketing to target buyers.
Platforms and Operations
- CRM
- Email Marketing
- Social Management
Analytics
- Website CMS (if applicable)
- Landing Pages
- Funnel / Lead Generation / Forms / Profiles
- SEO / SEM
Sales Tools / Systems
- VR / AR Systems and Content
- Sales Analytic
Campaign Tactics
- Paid Social
- Landing Pages
- Influencer Collaboration
- Events
- Online Ads
- Social Content
Sales experience mastery
We believe marketing and sales efforts should be closely integrated. If you’re using a sole broker or working across multiple, creating a cohesive sales strategy with marketing is vital. Depending on the property type, location and buyer profile, your sales strategy should vary from project to project.
Fundamentally sales is about human to human relationships. Knowing your buyers and getting your sales partners in a state of high empathy are proven keys to success.
Starting Points
At this stage of the process you should come back to your initial target Total sales within a selected time / phase. Ensure that you’re tracking this over the numerous project phases.
Sales Effort by Development Phase (sub head)
Visioning and Pre-Planning Phase (image)
This phase focuses on defining the project vision and understanding the target market. Sales efforts include market research, engaging initial stakeholders, and preparing early marketing materials to generate awareness and interest among potential buyers.
Pre-Build and Pre-Sale Phase (image)
This is a critical phase where the bulk of sales effort is concentrated. The focus is on launching pre-sale campaigns, developing promotional materials, and leveraging digital tools to secure buyer commitments. Sales teams often host events, release virtual tours, and work closely with brokers to engage prospects.
Construction Phase (image)
While construction is ongoing, sales efforts shift toward maintaining buyer engagement and addressing any concerns. This phase also involves continued marketing to capture new leads, with campaigns highlighting construction progress to reassure potential buyers about the project's viability.
Launch and Post-Completion Phase (image)
During the launch phase, the emphasis is on finalizing sales and closing deals. Efforts include showcasing completed units, offering limited-time incentives, and hosting exclusive open houses or launch events. Post-completion efforts may focus on referrals and generating repeat business to capitalize on satisfied buyers.
Maximise your results
To measure the success of a sales and marketing campaign for real estate development, we typically advise to focus on these all or a selection of these indicators:
Metrics
Leads and Inquiries
Track the number of potential buyers who express interest through inquiries, emails, or calls. A strong campaign generates quality leads.
Engagement Metrics
Monitor website visits, social media interactions, and other digital engagement. Higher activity signals positive reception.
Conversion Rate
Measure the percentage of leads who purchase. A higher rate indicates effective conversions.
Sales Volume
Calculate the total property sales value during the campaign. A successful effort increases sales significantly.
Return on Investment (ROI)
Compare revenue generated against campaign costs. A positive ROI signals success.
Customer Feedback
Collect buyer and prospect feedback to gauge satisfaction and identify areas for improvement.
Competitor Comparison
Benchmark your results against competitors. Outperforming them reflects campaign success.
Time Frame
Review how quickly properties sell compared to prior periods. Shorter cycles can indicate success.
Brand Reputation
Evaluate changes in brand visibility and perception. Positive shifts signify progress.
Referrals and Repeat Business
Buyer referrals or additional purchases show strong campaign results.
About Guides for Visionaries
Guides for Visionaries shares best practices in property investment, placemaking and marketing. From deal sourcing to envisioning your next development, we've got you covered.
