Marketing agency for residential developers: a growth system for selling the last units in a project
Late in a project, the buyers are different people from the launch crowd: families who need to move soon, often renting nearby, who want to see the actual flat rather than a sample. A good month is a steady run of visits to finished floors for the specific units still open, and bookings that do not require a price cut advertised to the whole market.
Who buys
The last units in a tower are rarely the best-selling type. They might be a ground-floor flat, a large corner unit, a west-facing home or one on a floor that sold slowly. Their likely buyer is someone for whom that quirk is an advantage: a family with an elderly parent who wants the ground floor, a buyer who wants the extra room, an investor who prefers a finished unit that can be rented at once. The work starts by writing down, for each open unit, who would prefer it and why.
What a good month looks like
A good month is measured unit by unit. Each open unit has its own page or listing with real photographs from the finished floor, and the sales team can say how many visits each unit received and which ones led to a booking. Units that get no visits are a pricing or positioning question to raise with the developer, not a reason to spend more on ads.
The two channels that matter
- Search campaigns on ready-to-move intent. Buyers who need a home within months search for ready or near-ready homes in named areas. Ads and pages built around the possession timeline and the specific unit meet them at the point of choosing.
- Neighborhood renters and existing owners. People already renting near the project, and owners in the same tower who know someone looking, are close to the decision. Targeted local ads and a simple referral request to existing owners reach them without a new launch campaign.
The first thing we test
The hypothesis to test first: the remaining units are still advertised with the launch creative, showing the full amenity list and the most popular configuration, while the units actually for sale are different. The test is unit-specific ads and pages, compared against the launch creative on visits per unit.
Questions about residential developers
What do you not do for residential developers?
We do not publish a project ad without its registration where a project must be registered with the state real estate regulator; every ad and page for such a project carries it. Nor do we advertise a price cut to the whole market to move a few units.
What does Command report for a near-ready project?
Visits and bookings for each open unit, the source of each visit, and which units received no visits in the month, so the conversation with the developer is about specific flats.
How do you price?
How we price is set out on one page, at /pricing/.