Organizing Sales for a Development Project

Project sale phases

Development project sales are usually organized in phases: project preparation, pre-launch campaign, active sales during construction, selling remaining units, and the final handover phase. Each phase should have clear goals, a price list, materials, and a person responsible for buyer communication.

• Preparation — documentation, price list, floor plans, visualizations, and sales strategy
• Pre-launch — interested list, teaser campaign, and buyer qualification
• Active sales — listings, campaigns, viewings, reservations, and negotiations
• Construction in progress — buyer updates, payment tracking, and progress reports
• Completion — occupancy permit if applicable, key handover, and registration of separate units in the cadastre

Documentation before serious sales

Before a serious campaign the developer should prepare basic documentation and clear information for buyers. Buyers and banks want to know permit status, construction deadlines, payment method, material quality, registration status, VAT, and exactly what is being purchased.

• Location conditions, building permit, and construction notification
• Project and floor plans
• Price list and availability status by unit
• Payment schedule and reservation terms
• Occupancy permit status if the building is completed
• Subdivision status and registration of separate parts in the cadastre
• Information on garages, parking spaces, and commercial units
• VAT, tax treatment, and possibility of purchase via mortgage

Sales team and channels

The developer can organize sales through an internal team, external agency, or hybrid model. It is essential that everyone uses the same price list, same information, same unit status, and same buyer tracking system to avoid double reservations, unclear discounts, or different promises to buyers.

• Project website or landing page
• Real estate portals
• Meta and Google campaigns
• Retargeting for interested buyers
• Email, Viber, or WhatsApp follow-up
• Show apartment or on-site presentation
• Cooperation with banks and mortgage advisors
• B2B contacts for bulk sales or investors

Operations and CRM

Without CRM and clear operations, sales quickly become chaotic. Each unit should have a status: available, reserved, in negotiation, sold, or handed over. Each buyer should have recorded inquiry source, criteria, communication status, deadlines, payments, and next step.

Reporting and sales control

The developer should regularly track number of inquiries, cost per lead, number of viewings, number of reservations, conversion to contract, sold units, remaining units, and reasons buyers drop out. Without this data it is hard to know whether the problem lies in price, location, marketing, sales team, or documentation.

What to do if sales lag

If sales are not going to plan, do not immediately cut prices for the entire project. First analyze channels, lead quality, sales follow-up, photos, visualizations, price list, competition, payment terms, and buyer feedback. Only then decide on price adjustments, additional packages, campaigns, or bank cooperation.