The most consistently successful property launches are distinguished from unsuccessful ones primarily by the rigour and length of their pre-launch preparation. Developers who begin serious marketing and PR activity four to six weeks before their intended launch date — which is common — are competing against developments whose marketing groundwork was laid 12 months earlier. The gap in buyer awareness, media relationships and database quality is significant.
The 12-18 months before launch should be focused on three activities: building the brand and narrative foundation that will underpin all subsequent marketing, establishing the media relationships and editorial coverage that will carry the development story to target buyers, and building the buyer database that will provide a qualified first-day audience when reservations open.
The launch event itself — whether a central London or international roadshow event — should be the culmination of this preparatory work rather than the beginning of it. A launch event attended by a pre-qualified, genuinely interested audience that has been cultivated over months through media coverage, digital marketing and database nurture will consistently outsell a launch event that relies on general promotion to generate attendance from scratch.
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