Real Estate · Off-plan Residential · KSA
Real Estate Development Launch
Selling units before the show apartment was finished
An off-plan residential development needed qualified buyer interest before construction allowed site visits. We built a pre-launch demand system that produced a waiting list rather than a lead list.
Real Estate Development Launch
Real Estate · Off-plan Residential · KSA
Registered interest list of 1,900+ before launch
38% of first-release units reserved in week one
Cost per qualified buyer enquiry down 41%
Enquiry-to-viewing time cut to 2 days
Broker-attributed enquiries up 2.4x
The developer had a strong product and no story. Marketing was a rendering, a price and a phone number, which put the project in direct comparison with every other tower on the same road. Enquiries were plentiful and unqualified — people asking about price with no financing in place.
- Positioned the development against a specific buyer profile rather than 'families and investors'.
- Built a registration-first funnel that traded early access for financing intent and budget range.
- Sequenced content across construction milestones so there was a reason to re-engage monthly.
- Segmented the list by readiness and handed only financed, ready buyers to the sales team.
- Aligned broker messaging with the direct campaign so the project said one thing everywhere.
By launch week the sales team was working a warm, segmented list rather than cold enquiries. Reservations concentrated in the first days, which changed the negotiating position on later releases.
- Buyer positioning and messaging framework
- Pre-launch registration funnel
- Milestone content calendar through handover
- Lead scoring and sales handover protocol
- Broker enablement pack
5 months
Strategy
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