6 steps to successfully launching off-plan property sales


Creating an off-plan property sales strategy that you can rinse and repeat

The success of a development project often depends on upon its off-plan property sales numbers. This gets the ball rolling, as it were, introduces real cash flow into the project, and helps to finance the ongoing work that needs to be done to see outcomes met and the project completed on time and within budget.

An off-plan property sales strategy that is designed specifically for launching off-plan property sales is the key to a strong, solid opening and seeing further sales follow through. When you plan your launch with an experienced partner, the sales numbers will increase accordingly. Having executed successfully, embed the process into your sales regime and you’ll find it is easy to rinse and repeat and stay within marketing budgets.

The secret formula for launching off-plan property sales

In reality, marketing starts before even laying the first brick. A successful off-plan property sales strategy begins in the very early stages of the development process. From there, the off-plan property sales launch has a known lifecycle:

1.     Meet the needs of the local market

Imagine how NASA approaches a rocket launch. It doesn’t simply build the rocket, load it with a few astronauts and press the red button. The first thing that happens comes way before the rocket is designed: NASA assesses the need for the launch and how it can best meet that need.

Think about marketing before you develop. This necessitates knowing the local market, what housing needs there are, and the likely demand for each type of home built. This is the first step in ensuring that there will be strong investor demand and that off-plan property sales are received positively by awaiting property investors.

2.     Send the right marketing message

By linking the marketing message to local market needs, you’ll remove confusion. Off-plan property sales need to be positioned correctly so that the property investor knows what is being bought and that the property he or she is buying meets the needs of the local market – in other words, it is rentable.

A strong, clear marketing message communicates the very real value of the development to property investors with a strategy that takes advantage of off-plan property sales.

3.     Set goals for off-plan property sales

Have a clear target for sales numbers, and build the off-plan property sales strategy around these objectives. This will help to develop marketing methods and keep your campaign on track. Don’t forget that a sales partner should have the capability to capture details of prospects and then onward market to them post-sales events.

4.     Leverage the power of sales partners

Choose your strategic partners carefully, selecting those with a great track record and active base of property investor clients. These are assets that can be leveraged to provide maximum value added to off-plan property sales. Ideally, your partners will also demonstrate the ability to reach out further, with their own strategic partnerships that multiply the power of the direct leverage.

5.     Pre-market selectively and subtly

By this stage of your off-plan property sales strategy, you will have almost everything in place to ensure objectives are at least met. This penultimate step is about creating buzz. Involve sales teams, partners and press to begin the process of subtle marketing. Place strategic and discreet publicity, and be selective in what details you digress and to whom. The idea is to create just enough interest to whet appetites and maintain curiosity.

6.     Time the off-plan property sales launch

Timing is important. Take care to avoid big events that may divert interest, public and religious holidays, and customary holiday periods. Consider your target market, and ensure that the launch will create only good feedback.

As an example of an event that might form part of your off-plan property sales strategy, you might decide to launch at an educational property investment seminar, presented to a select audience of property investors. This can provide the feeling of elitism, which will guarantee positive public promotion of the development: and that is advertising that money can’t buy.

The off-plan property sales strategy is a process, not an event

Setting goals for off-plan property sales and achieving them is a process, not a single event. While the outside world may believe the launch to be the fanfare of publicity, the truth is that a successful off-plan property sales strategy is a carefully orchestrated process, building steadily to the crescendo that guarantees sales.

To discuss marketing strategies that sell, and to reach our rapidly growing investor base, give the team a call 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.