Property developer marketing · Off-the-plan and house-and-land launches
Property developer marketing measured from registration to contract.
Launch campaigns get judged on registrations because that is what the ad platforms can see. Sales are counted in contracts. We connect the two: paid search and social built around each release, registration pages that capture what a buyer wants, display suite appointments tracked, and every registration followed through your sales CRM to contract, so the next release's budget goes to the sources that sold stock.
30 min · No pitch · Senior operator on the call
Engagement intake, currently open
10+ years
Founder Andy McMaster's experience in paid search.
Fixed fee
For the agreed scope, set out in a written proposal. Never a cut of your media budget.
30 min
The free profit audit call, with a senior operator and findings you keep in writing.
How we run marketing for property developers
Four principles for marketing a development.
Principle 01
Contracts are the result
Registrations are easy to count and easy to inflate. Every channel is scored on the contracts its registrations became, and how long that took, by release and by product type. A channel that fills the list with browsers stops getting budget, however cheap its registrations look.
Principle 02
Each release is a new campaign
A launch, a second release and the last few lots are different jobs with different messages. Campaigns are rebuilt for each stage instead of running on launch creative until it goes stale, and spend steps down as stock sells.
Principle 03
The display suite is part of the funnel
For many projects, a display suite visit is the step before a contract. Appointments, attendance and no-shows are tracked as their own stage, with the source that produced them, so you can see which channels bring buyers who turn up.
Principle 04
Renders and claims that hold up
Off-the-plan advertising sells something that does not exist yet, which makes the Australian Consumer Law matter more, not less. Artist's impressions are labelled as such and reflect what is planned. Claims about completion, views, nearby infrastructure or returns need reasonable grounds when they are made. Fine print never contradicts the headline.
Deliverables
What we run for a development launch.
01
Registration of interest pages for each project: product types, indicative configurations, renders labelled as artist's impressions, and a form that records what the buyer wants and how they want to be contacted.
02
Paid campaigns around each release: Google Ads on project, suburb and product searches, and Meta (Facebook and Instagram) for likely buyers in the catchment, with creative rebuilt as each stage changes.
03
Display suite appointment tracking: bookings, attendance and no-shows recorded against the source that produced them.
04
CRM connection from registration to contract: each registration followed through your sales CRM, such as HubSpot or Salesforce, with appointments and contracts sent back to Google Ads as conversions.
05
Reporting by release and channel: registrations, appointments, contracts and cost per contract, reconciled with the sales team's own numbers every month.
06
Ongoing management by senior operators through the selling period: budgets, bids and creative decided weekly, and every call written into a decision log you keep for the next project.
Who this is for
- Developers selling off the plan or house and land, with a launch or new release coming up
- A sales team or project marketing agency handling enquiries, and a wish to see the paid side measured to contract
- Willing to share contract data from the sales CRM so each channel is judged on sales
- Want the decisions and the playbook kept for the next project
Who it isn't
- A media budget too small to carry our fee. We will tell you on the call
- Looking for renders, brochures, signage or a display suite fit-out (we work alongside whoever produces them)
- Wanting ads that promise returns, capital growth or completion dates nobody can stand behind
- Needing a sales team or licensed agents. We run the marketing, not the selling
How we work with property developers
Quoted per project, before the launch.
The free audit call comes first. After it, setup is a fixed scope and management through the selling period is a fixed fee for an agreed scope, quoted together in a written proposal. Media spend is yours, and it never sets our fee.
Tier 01 · Diagnostic
The two-week diagnostic
Read-only. For a project already selling, we review the campaigns, registration pages, CRM and how registrations reach the sales team, then write up where buyers are leaking out, in priority order, with a walk-through at the end.
Tier 02 · Setup
Launch setup
A fixed scope before the campaign starts: registration pages, tracking from registration through appointment to contract, the CRM connection, and campaigns built for the first release. If your tracking is already sound, we start on the campaigns straight away.
Tier 03 · Ongoing
Management through the selling period
A fixed fee for the selling period, agreed before launch. Senior operators run the campaigns week to week, rebuild them for each release and step spend down as stock sells. Every decision is written down, and the log is yours for the next project.
Need a full project website rather than a landing page? We build websites too, quoted after the call, and a typical build takes two to three weeks from kickoff to launch.
Where to go next
Related work and the cities we run it from.
Related services
Google Ads agency →
Search campaigns for project, suburb and product searches.
Lead generation →
Registrations followed through to signed contracts.
Conversion rate optimisation →
More registrations and appointments from the same traffic.
Tracking audit →
Find where registrations go missing between the form and the sales team.
Proof, with the working shown
We'd rather show you the maths than the buzzwords.
“Profit Geeks rebuilt our whole sales engine, and not just the ad accounts. They went after the systems sitting behind them too. Sales are up 140% and we've pushed past $25M. Honestly the bit I didn't see coming was the operation running leaner than it did back when we were half the size.”
“We were quietly bleeding about a thousand dollars a week and had no idea why. They found the leaks, sorted out the measurement and the offer, and now we'll do more than $10K in a single day. Same product. Completely different business.”
“We went from scraping together two installs a week to running four crews and fifteen-plus jobs a week, north of $10M turnover. The clever bit was they tied the scaling to what we could actually deliver, so growth never broke the operation. Booked jobs, not vanity leads.”
“After iOS, our Meta numbers stopped matching the bank, and we'd basically been writing the gap off as “just tracking.” Profit Geeks rebuilt our measurement server-side and reconciled it straight back to the P&L. Turned out about $1.42M of ad spend in year one had been working all along. They're the first team that showed me the maths instead of a dashboard.”
“We didn’t spend a dollar more on ads. What they did was fix how we counted a booked job versus a platform “conversion,” cut the wasted spend, and by week twelve our blended ROAS had more than tripled. Revenue went from $4.8M to $9.1M. Same senior bloke on every call too. No juniors, no relay race.”
Reasonable questions
What you're probably thinking.
01
We've been burned by an agency before.
Most of our intake has. The difference is structural. A senior operator runs your account, not a junior hidden behind a dashboard, and you leave the first call with written findings you own even if we never work together. No relay race, no account manager translating between you and the people doing the work.
02
How do I know it'll actually work for my business?
You don't yet, and neither do we until we've seen your numbers. That's why the first step is a diagnostic, not a contract. We've documented this in DTC and home services (the case studies show the full working) and run the same playbook in professional services. If the maths isn't there for you, we'll tell you on the call.
03
What if there's nothing worth fixing?
Then you've spent thirty minutes and walked away with a second opinion that cost you nothing. We'd rather say no than take on an engagement we can't earn, so we turn away intake that isn't a fit. There's no pitch and no follow-up sales sequence.
04
What does it cost, and what am I signing up for?
A fixed fee for the measurement rebuild, then a fixed fee for ongoing management, both quoted in writing after the call. No per-channel markup and no percentage of your ad spend. The same senior operators handle measurement, media and margin, and scaling is tied to your contribution margin, so spend only climbs when the numbers say it's working.
Frequently asked
Questions developers ask about launch marketing.
What are some effective marketing ideas for property developers?
Five that hold up. Build the registration list before launch, with a page per project and a form that asks what the buyer actually wants. Treat each release as a new campaign rather than leaving the launch ads running. Track display suite appointments, because they sit between interest and a contract. Send contract data back to Google Ads so it learns which searches sell rather than which fill forms. And keep the decision log, so the next project starts from what this one learned.
What is project marketing?
In Australian property it usually means selling a development before or during construction: the brand, the campaign, the display suite and a sales team, often run by a specialist project marketing agency. We do the digital part of that job: paid search and social, registration pages, tracking and reporting through to contract. We work alongside the agency or in-house team that handles the selling and the creative.
What can we say in off-the-plan advertising?
Only what you can stand behind, because the buyer is paying for something that does not exist yet. The Australian Consumer Law bans misleading or deceptive conduct and has a specific rule against false or misleading representations about the sale of land, covering things like its location, its characteristics and the facilities associated with it. The ACCC's advertising guidance judges an ad on the overall impression it creates, warns that the main selling point can make an impression no disclaimer can dispel, and requires reasonable grounds for claims about the future, which takes in completion dates, rental returns and promised infrastructure. Label renders as artist's impressions, but do not lean on the label: a render showing a view, a park or finishes the buyer will not get can still mislead. Check claims with your lawyer and your state's rules for off-the-plan sales.
How do you track a registration through to a signed contract?
By keeping the click with the buyer the whole way. The registration form captures the Google click ID and the source, the CRM keeps them on the buyer's record, and appointments and contracts go back to Google Ads as conversions. Google accepts imported conversions up to 90 days after the click, so a contract signed later cannot be imported. It still counts in the CRM report; it just cannot train the bidding. That is why bidding runs on the earliest step that reliably comes before a sale, usually a display suite appointment, while channels are judged on contracts each month. Meta campaigns optimise on registrations for the same reason: its learning phase needs about 50 optimisation events per ad set each week.
When should a developer start marketing a project?
Before launch day, not on it. A registration list built in the weeks or months beforehand gives the sales team people to call on day one and gives the ad platforms data to learn from before the main spend starts. What you can offer or accept before approvals and plan registration varies by state, so check with your solicitor before any 'reserve now' message goes live.
Should we use Google Ads or Meta for an off-the-plan launch?
Usually both, doing different jobs. Google Ads picks up people searching for the suburb, the product type or the project by name. Meta reaches likely buyers in the catchment who are not searching yet, which matters most before launch. Budget is set by release and moved weekly toward whichever channel is producing appointments and contracts, not just registrations.
How much does property developer marketing cost?
Separate the media from the management. Media spend is set per release and is yours to approve. For management, our cost guide shows Google Ads agencies in Australia usually charging 10 to 20 percent of ad spend, or a flat retainer of about $3,000 to $8,000 a month once accounts reach mid-size. Ours is a fixed fee for an agreed scope: launch setup, then management through the selling period, quoted per project in a written proposal after the free call. It does not grow as the media budget grows. If the spend is too small for the fee to pay for itself, we will say so on the call.
How much a Google Ads agency costs in AustraliaWhat you actually buy
We fix the measurement, then we run the account. It starts with a free call.
Which of these sounds like your week?
- Meta says one number, Google says another, the CRM says a third, and the bank says something else again.
- The leads come in and most of them are rubbish.
- Traffic is fine. Not enough of them buy.
- You cannot spend more without losing margin.
- Something is wrong and you cannot say what.
All five are the same job. We fix the measurement first, then the same senior operators run the spend against it. The free call is where we work out which part you need first.
00 · Free
Run your own numbers
Six calculators and an attribution reference. Work out your break-even ROAS, your CAC payback, and whether the spend is structurally profitable, before you talk to anyone. The calculators need no signup.
01 · Free · 30 minutes
The profit audit call
A senior operator looks at your real spend, revenue and attribution gap on a call. You leave with a written fix list you keep, whether or not we ever work together. No deck, no follow-up sales sequence. We reply within one business day with three times to choose from.
02 · Optional · Two weeks
The two-week diagnostic
Read-only. We change nothing in your accounts. Every tag, event and consent rule mapped and written up: 20 to 35 pages, every issue rated P0 to P3 with an engineering-day estimate, and a 90-minute walk-through on day twelve. Yours to hand to us, your own team, or your existing agency. About a third of clients run this first, then decide.
03 · The engagement · Ongoing
The rebuild, then we run it
The first twelve weeks rebuild the measurement server-side so the reports reconcile to the bank, and work the funnel where the leak actually is. From there the same senior operators keep running Google Ads, Meta and search, with budget, bids and creative decided weekly against contribution margin and the reasoning written down. If your measurement is already sound, management starts straight away.
What it costs
Four things set the number
- The size of your stack
- How many ad platforms are live
- The state of your CRM integration
- How many service lines and locations you run
Two things do not
- Your industry
- How much you spend on ads
Revenue only matters because a bigger business is usually a bigger scope. We do not price off a percentage of it. We charge for the work, not for what you look like you can afford.
How it is billedThe rebuild is fixed scope, paid in instalments. Ongoing management is a fixed fee for the agreed scope. Both are quoted in one written proposal after the call. No hourly billing and no percentage of ad spend.
Included at no extra costThe written playbook and decision log, yours to keep whether we run the account or your team takes it in-house.
What happens after you book
Three steps. No mystery.
Step 01 · Within 1 business day
30-minute audit call
A senior operator on the call. We look at your real numbers, spend, revenue, attribution gap, and tell you on the call whether the rebuild is worth doing for you and where it would start. No pitch deck.
Step 02 · Within 1 week
Written proposal
Fixed scope, fixed number, written up. The proposal names deliverables, timeline, the people involved, and the price. No hourly billing, no retainer drift.
Step 03 · Within 2 weeks
Engagement starts
Senior operators from day one. The measurement rebuild starts, we take over day-to-day buying on the channels we can measure, and the first working session lands. Inside two weeks of the call.
Next step
Bring the next release, or the last one.
The free 30-minute profit audit puts a senior operator on your numbers. Bring the release you are planning, or the figures from the last one: registrations by source, appointments, contracts and media spend. The written findings are yours to keep either way. Expect a reply within one business day, with three times to choose from.