When should off-the-plan marketing start?

Before launch. A pre-launch phase fills the register of interest and builds the warm audiences that make launch enquiries cheaper.

Should we show pricing in the ads?

Test it. On Milli 3187 a No Pricing creative cycle carried 38% of all leads from 35% of spend. On Ralph Alexandria badging the entry price pre-qualified buyers. It depends on the stock and the buyer.

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Off-the-plan marketing

Off-the-plan marketing: sell a home that does not exist yet

Off-the-plan buyers commit on renders, plans and trust. We build the audiences before launch, ask for one small step first, and qualify every enquiry before your agent picks up the phone.

Render of an off-the-plan townhouse development in Malvern East

Warm the market first, then convert

Launching straight into lead campaigns on a cold audience means paying premium prices for enquiries from people who have never heard of the project. On Buxton's Sycamore Place we ran a teaser phase first to build the audiences, and the lead campaigns then landed at about $36 per lead.

The brochure is the first ask, not the inspection

A buyer months away from a decision will take a brochure. They will not book an inspection. Making the brochure or floorplans the offer keeps the campaign wide and lets buyers arrive on their own terms.

Qualification happens after the enquiry, not instead of it. A buyer who stops after the first step is still a lead. A buyer who continues reaches your sales team already described.

Plan creative as a monthly release

A long off-the-plan campaign dies in month seven, not month one, when the launch creative fatigues. DM Property's Early 3191 tested 52 variants on a monthly cycle and held $36 per lead across 14.5 months. The $25K stamp duty saving angle produced its best cohort at $21 to $25.

Every stage gets its own campaign

Pre-launchRegister of interest, audience building, developer brand.

LaunchBrochure-first lead page, profiling, display suite bookings.

Each releaseDemand regenerated for the stage, without burning out the same audience.

Final releasePrice-banded creative for the stock that is left.

Proof

Sycamore Place, Malvern East, off-the-plan townhouses

Buxton Projects · Malvern East Sycamore Place 329Qualified enquiries~$45Blended cost per lead Read the case study →

Early 3191, Sandringham, luxury townhomes

DM Property · Sandringham Early 3191 1,272Buyer leads$36Cost per lead Read the case study →

Port Lane, Port Melbourne, premium townhomes

ID Land · Port Melbourne Port Lane 546Buyer leads in 5 months60%Sales qualified rate Read the case study →

Questions

When should off-the-plan marketing start?: Before launch. A pre-launch phase fills the register of interest and builds the warm audiences that make launch enquiries cheaper.
Should we show pricing in the ads?: Test it. On Milli 3187 a No Pricing creative cycle carried 38% of all leads from 35% of spend. On Ralph Alexandria badging the entry price pre-qualified buyers. It depends on the stock and the buyer.

Related services

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