Get the project information in order

Before a campaign launches, agree which information is approved for public use. Include plans, specifications, prices or price guidance, availability, expected timing and the correct enquiry contact. Name the person responsible for approving changes.

Renders, photographs and plans should come from the appropriate project professionals, with permission for marketing use. Label material accurately and keep qualifications where needed. Attractive presentation cannot make uncertain project information certain.

A central content sheet helps keep the website, brochure and ads consistent. Record approved wording, version and owner. When a specification changes, you then have a way to identify every place it appears.

Off-plan: help buyers understand the offer

When there is no completed home to walk through, the website has more explaining to do. Show the layout, specifications, location and buying next step clearly. Make plans readable on a phone and offer a useful brochure for people who want the detail.

Give the surrounding area genuine context. Explain relevant amenities and transport without unsupported travel-time or school-zone claims. Check location-specific details with current authoritative sources before publication.

The enquiry route should identify what the buyer wants to know and send the conversation to the selling team. Marketing creates interest and supports enquiries; your selling team handles viewings, buyer advice, negotiation and the sale.

During construction: keep interest informed

Progress creates new material, but an update needs a purpose. It might show a milestone, clarify the next step or explain a detail buyers asked about. Use approved photography and accurate timing rather than filling the feed for the sake of activity.

Keep the website and brochure aligned with current information. If availability changes, update it promptly wherever buyers encounter it. Old ads for unavailable homes can create confusion and unnecessary follow-up.

Use enquiry feedback to improve the material. Repeated questions about storage, access or specifications may indicate missing information. Answering them helps the next buyer and reduces repetitive work for the selling team.

On completion: show the homes as they are

Completed homes create opportunities for photography, walkthrough video and viewing information. Replace outdated imagery where appropriate and give interested buyers a clear next action. The message can move from understanding the concept to experiencing the finished home.

This is a sensible point to review campaign activity, but ramping up should be based on stock, buyer response and the selling plan. More spend is not automatically the answer to a slow period. Check the offer, information and enquiry handling too.

Video can show flow and detail that a still image cannot. Plan it around buyer questions and the assets needed for the website and social channels. Keep production scope clear so everyone understands what is being made.

Connect the website, brochure and campaigns

A development website should be the reliable destination for project detail. A digital brochure lets people take information away. Ads introduce the offer or respond to buyers searching for it. Each piece should lead into the same enquiry journey.

If you are avoiding paid traffic, the website and brochure still matter for organic search, referrals, your selling team's outreach and social content. Distribution takes work; launching a development page does not guarantee buyers will discover it.

M8's property development marketing package brings the development website, digital brochure, ad creative, campaign management and reporting together within an agreed scope. Advertising spend is separate. Video and photography can be scoped around the project.

Agree how the campaign will be judged

Track enquiries, suitability, viewings and sales progress with the selling team. Keep definitions clear so a brochure download is not reported as a sale. Record buyer questions and why suitable prospects do or do not progress where that feedback is available.

Our Alder concept website demonstrates how a development can be presented. It is a design concept, not a record of property sales. If you have a project approaching launch or completion, tell us where it is at and we can discuss the work that fits that stage.