How to drive demand for your off-plan units


Innovative strategies for higher off-market property sales

Developers wanting to drive off-plan property sales up to and above their sales targets need a few key elements in place. A  well organised and well orchestrated property marketing framework is key and as is being innovative in the sales process. This is especially true when the developer wants to kick-start a new development and drive demand for property with off-market property sales.

There are a number of tried and tested marketing strategies used to promote off-plan units. This includes blogs, property investment seminars, reaching out through social media, early-stage site tours and rebranding. Here I want to look at three of these in a little more detail. You never know, one of these could be the spark for you to create a new, innovative off-market property sales strategy – especially if you have a strong USP, too.

Sell sustainability

In this age of green and clean homes, sustainability is a key selling point for many investors and homebuyers. Often, the green features that complement a new home are expensive. If you can offer sustainability and source green fixtures and fittings in bulk, there is no reason why you shouldn’t sell value by taking a different approach to the sales walkthrough.

Why not encourage would-be investors to come behind the scenes, visiting the development site with off-plan units at various stages of completion? Perhaps even invite them to meet with suppliers (who are experts in their own products – use them to sell the benefits of sustainable green homes) and your off-plan property sales will react accordingly.

And the USP? Affordable, efficient and sustainable lifestyle. That’s your angle.

Selling a new concept

Homes are getting smaller, and people are living closer to where the action is. Yet, at the heart of a home is the need for it to provide adequate space for its inhabitants. The New Home Company in the United States has been innovating design for living for a while and has been successful in predicting and even leading lifestyle trends. The latest concept is the ‘family office’, a space that is digitally connected and provides plenty of storage space and desktop work surfaces.

The company was first contracted to provide a family office for a client, and from there it floated the idea to focus groups before rolling out as a flexible design feature.

And the USP? It involves the interior design company early in the process of off-market property sales, with investors able to meet and speak to its representatives and better understand the benefits.

Reaching out to the audience

When investing in off-plan units, investors want to feel fully informed. What better way to produce educative material across a variety of channels – blogs, social media, and trade and local print media.

Investors and homebuyers often have a mental block when it comes to buying new property versus old. They just don’t get the benefits of buying new. By producing articles, blogs, eBooks, and being active on social media, you can set yourself apart as the expert in the new build before the real business of selling off-plan units begins.

And the USP? People identify with an expert and discuss the merits of off-market property sales with others. Soon, you have an army of self-declared experts marketing by word-of-mouth.

These three ideas are just a few of the ways in which developers are connecting with investors and promoting their off-market property sales. When we discuss marketing with a developer, we’ll always look for the USP that will make their product stand out from the crowd − and then we can market off-plan units in the best way possible, to maximise off-market property sales. Feel free to contact the team on +44 207 923 5680.

Live with Passion,

Brett Alegre-Wood

About the Author

Brett has over 20 years experience in all facets of property, he owns various companies centred around property and is the driving force behind the education and training at Castlereach. His companies have sold over £850 million in UK and London property and he manages over 1200 properties through his estate agency chain. Today he shares his time between UK, Australia and Singapore. He is married to Arlene and together they have 4 kids. Brett holds both the Level 3 Property Mark Qualifications for Property Sales and Property Lettings and Management.