Budget setting in the Project Marketing phase of your should be in two parts. A marketing budget to define and communicate your build, and a sales budget to reach your buyer.

Marketing is costly. But so is not marketing your property. No matter how good you think your development is, what you put into it influences your returns. 

Budgets for pre-construction projects should be set at 2 - 3% of the total estimated sellout. The rule is not fixed but is scaling. Lower sellout projects should have a higher percentage allocation. Larger projects towards the lower scale. 

Allocations should include:

This depends on the positioning of your project. 

Retail projects with higher densities should maximise scale and distribution. Luxury projects should emphasise high production values with selective distribution. 

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Percentage / Investment

Scenario: Villa / Condo Development 80 Units-Lots ($10m-$50m)

The above table is a starting guide. Make adjustments based on your total project density, location, and target buyer. We recommend working with your consultancy on budget scenarios, even as assumptions.

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How Do I Allocate 

Allocations should be case by case. We recommend running a few scenarios. Projects with the same GDV can be split differently for maximum returns. 

Structure your sales and marketing into phases and then align the deliverables accordingly. 

Allocations for a condo to rent project to include:

Once you’ve determined your structure, run some budget split scenarios to get the right balance of investment at each stage. 

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Scenario Split: Retail Condo in Phuket $30m Total Sell Out

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Campaign and Sales Budgeting

Leverage lead generation budgeting methods to ensure minimal waste and maximum effectiveness. Allow for buffers and optimisation. Marketing technology tools can help arrange and manage your lead-generation efforts.

Marketing budgets should respond to the evolving nature of the development project. The more premium the project, the more personalised the buying experience should be. Tactics such as private events and exclusive screenings engage pre-build buyers. These require special lead generation techniques and budgets. 

Work closely with your consultants to help define and optimise the right budget plan for your project.

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