Real estate launch marketing: how to do it?

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The real estate launch is, without a doubt, one of the most important milestones in the real estate sales process.

Having a good marketing strategy for launching a business is essential if you want to start off on the right foot and position yourself correctly to boost your sales.

But anyone who thinks that marketing for a real estate project starts on the day of the launch event is mistaken.

Pre-launch is just as important and, to achieve the expected objective, careful planning is necessary.

How to be successful in a real estate launch?
Real estate marketing expert Bruno Lessa has some powerful insights into real estate launches.

Based on the question “why do some launches sell well and others sell poorly?”, Bruno highlighted a fundamental factor for the success of a real estate launch: the balance between demand, supply and strategy .

Based on this rationale, check out some practical tips on how to launch and be successful in your real estate venture:

1. Set a product launch schedule
This can be considered the zero mark of a real estate product launch.

This is where you should put on paper when lithuania whatsapp data how each of the following steps will take place, from market research and product design to its grand launch and subsequent actions, such as after-sales.

Commitment to this schedule is essential to ensure the success of the real estate launch.

It is through this that you can ensure that the product will be launched within the stipulated deadline without leaving any important action out of the process.

2. Calculate the investment in launch marketing
To ensure the health of your business, taking care of your budget is essential.

Every strategy needs, first and foremost, to be guided by a budget, that is, a sum of money allocated for launch marketing actions.

One metric that needs to be observed to determine this budget is the General Sales Volume (GSV).

The current market average is between 2% and 4% of this amount allocated to marketing actions.

For the calculation, all costs involved in making the launch viable must be taken into account, from the purchase of land, incorporation fees, construction, among others.

Typically, the profit margin needs to exceed 7% for a good marketing campaign to be executed without compromising the business's overall budget.

3. Invest in market research
Correctly assess the region’s demand to correctly position your offer.

Investing in market intelligence is essential to ensure that your product is well positioned during launch.

In this study, it is important to consider the volume of demand in the region to understand the frequency of your offer and ensure that pricing is not impacted by high competition from other offers.

It is worth investing in training in the data area so that your team can have the best possible performance in this area.

4. Develop a concept that meets the target audience
Understanding the real estate product development process is also another fundamental point.

Here, it is necessary to have a thorough understanding of the location of the business and the market. The market study, which we discussed in the previous tip, is essential at this point.

When developing a product, another important aspect is knowing your target audience.

Understand who the persona is that your product wants to reach and invest in attributes that make sense for this audience.

The development of this concept involves the name, creation of a visual identity and elements that speak to the target audience, and communication that speaks to those who will live in the development.

If your product is a high-end project, for example, it needs to speak to the interests of this audience.

Premium elements, features that bring exclusivity and convey the feeling that the product wants to awaken in its future residents are essential.

5. Create a strategy based on the purchasing journey
A sales marketing concept that also needs to be part of your launch strategy is the buyer's journey .

The journey has the following stages: discovery, awareness, consideration, decision, and post-purchase.

This journey covers the entire sales flow, from the public's first contact with the product to after-sales.

For each of these steps, your launch strategy needs to include actions that respond to consumer needs:

good pre-launch publicity;
provide the public with important information about the enterprise;
highlight the product's attributes and provide arguments that help with the decision;
and good after-sales service to ensure loyalty.
6. Put some effort into the pre-launch
At this stage, it is not yet possible to start selling the project because there is no Incorporation Registration (RI) . However, this is the moment when you can generate expectations about your product.

In the pre-launch phase, it is possible to start advertising on the internet, with video teasers about the project and advertisements to attract people interested in the product.

In addition to investing in digital marketing, your pre-publicity strategy may include advertisements in outdoor media such as billboards and busdoors, radio and TV, depending on the region and the target audience profile.

Taking advantage of exclusivity mental triggers is a good tip at this stage. Ad messages should convey the idea that those interested in the product will have exclusive information and offers.

Don't forget to build a marketing strategy for partner real estate agents who will work on selling the property.

The broker must be prepared to be a pre-launch promotional agent.

7. Launch: focus on promoting the product
After putting in the effort in pre-launch actions, it’s time to launch the product to the market.

In addition to setting up a good real estate sales stand , it is important to invest in launch marketing and take advantage of the full potential of digital marketing to attract people interested in the product.

Paid ads on social networks such as Facebook and Instagram Ads cannot be left out. Invest in targeted ads according to the target audience, highlighting the product's attributes.

Another good resource for online advertising is Google Ads. Ensure that your product will be found in searches on the platform with ads that highlight the business in this ranking.

In the launch promotional content, it is worth addressing the qualities of the region where the product is located, highlighting the main service and leisure points and data that reinforce the region's qualities.

Strategic locations with brokers prepared to promote the project are also important. Study the region and map out areas with high circulation of your target audience.

8. Don't forget about after-sales service
Just as important as executing a good real estate launch strategy is ensuring that the after-sales service works.

This applies to any property sale, but in the case of a launch it is even more important.

This is because the post-sales stage guarantees the loyalty of the customer who went through the entire sales journey we mentioned earlier.

At this stage, it is worth investing in content that makes sense for those who have just purchased the property, such as tips on construction work, organization and even itineraries to enjoy the neighborhood.

Remember: this client can be a promoter of your business. A good relationship with the client guarantees the famous word of mouth, which is still one of the most powerful real estate sales tools.

9. Measure your results
Now that the launch campaign is over, it’s time to understand what worked and what didn’t work so well.

To measure your results, it is important to collect data throughout the process.

Gather impact and conversion data from digital marketing, gather feedback from clients and brokers involved in the campaign, and perform a detailed analysis.