Guide
A developer’s
marketing plan,
from A to Z.
A real-estate marketing strategy comes down to seven decisions, taken in order. This guide goes through them one by one, with what each must produce before you move to the next.
The product
First, know
what you are selling.
The first three decisions are made before any media budget.
01 · Positioning
For whom, and why this one?
What makes this development the better choice for a specific audience: location, use, price, way of life.
02 · Audiences
One unit type, one audience
Owner-occupiers, investors, Moroccans abroad: each looks for something different and responds to different arguments.
03 · Offer and price
The commercial frame
Price list, unit mix, payment terms. Marketing cannot make up for a price that is out of line with the market.
Getting the word out
Then,
make it known.
The next three decisions organise distribution over time.
04 · Channels
Where demand is
Meta to build volume, Google and the project page for existing demand, the diaspora and your network where the unit type suits it.
05 · Content
Proof, in pictures
3D renders at the start, then real video of the site and the neighbourhood, a 360° virtual tour, the show flat. Social media keeps that proof alive between campaigns.
06 · Calendar
The right effort at the right time
Pre-launch, launch, cruising speed, sell-through: each phase has its own budget and messages.
07 · KPIs
Measure what
makes it sell.
The budget is built from the target number of reservations and the observed cost per qualified lead, not the other way round.
Further reading
The guides
behind the method.
Method
Positioning first
Why raising the ad budget does not fix a positioning problem.
Read the articleAcquisition
From click to appointment
Building real-estate lead generation that qualifies instead of collecting.
Read the articleFollow-up
A CRM, lead by lead
What a developer must track, from first contact to reservation.
Read the guideMarketing strategy or communication plan: what is the difference?
The strategy decides what to say, to whom and why. The communication plan then organises the messages and formats. Starting with the plan means producing content without knowing what it has to prove.
What marketing budget should a development plan for?
It depends on the size of the development, the city and the target sales pace. We build it from the expected number of reservations and the observed cost per qualified lead, with media spend kept separate from fees.
How long before launch should we start?
Early enough for positioning, price list and content to be ready at the first announcement. Depending on what already exists, that means a few weeks to a few months.
Does a development need a community manager?
It helps throughout the sale, as long as the posts are proof: construction progress, the neighbourhood, buyer feedback. Posts with no link to the sale add nothing.
How do we know the strategy is working?
By tracking the whole chain: lead, qualified lead, appointment, visit, reservation. If one step drops off, that is the step to fix, not the overall budget.
A marketing plan?
Let’s talk.
Does your strategy cover all seven decisions?
Tell us about your development. We reply with a first read of your plan and what is missing.
Talk about your project