Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
Analytics for New Developments and Off the Plan
Analytics for New Developments and Off the Plan
Off-the-plan buyers commit money long before they can see the finished home, so the path from first click to signed contract is long and full of steps. Analytics follows each registrant from the first ad or search through price list, display suite visit and reservation, so each release can be judged on sales, not just sign-ups.
For developers and project marketers who want to know which channels bring registrations that turn into reservations and exchanged contracts, stage by stage.
Measuring a launch that runs for years
Context from how your customers search, compare and book.
A project marketing campaign has a shape that most businesses do not. Months of quiet building toward a registration list, a burst of activity around a price release, then long stretches of construction updates while buyers wait. Reports that look only at the last month cannot describe a release that was planned a year earlier.
The events that count are a registration of interest, a floor plan download, a display suite booking, an attended visit, a reservation, a signed contract and, much later, settlement. Each is tied to a stage, a unit type and a buyer type, so you can compare the first release with the third and see what changed.
Buyers differ. Investors ask about rental demand, completion timing and yield. Owner-occupiers want layouts, views and what daily life looks like in the finished building. First-home buyers ask about deposits and schemes available. Reports split these groups, because a channel that brings many investors may bring few who live in the building.
Many signals will not be visible. Hoardings, sales agent referrals, word of mouth and the reputation of the developer send buyers straight to the sales suite. QR codes on signage, a source question at registration and agent codes catch much of it, and honest reports show the rest as direct.
Who development analytics suits
groups Customer segments
- person Residential developers launching off-the-plan stages
- person Project marketing agencies reporting to a developer client
- person Sales teams working with external agents who bring their own buyers
- person Boutique developers with one or two active projects and little room for waste
psychology What drives their decision
- check_circle Registrations tracked through to reservations and contracts
- check_circle Stage and unit-type labels on every lead
- check_circle Agent and signage codes that credit offline sources
- check_circle Release-by-release reports a board can read
How we deliver Analytics
A clear, repeatable process built around how new developments and off the plan customers search and decide.
1
Map the buyer journey
We list every step from registration to settlement: floor plan download, price list request, display suite booking, attended visit, reservation, contract and settlement. Each step becomes an event, and each is labelled by stage and unit type.
2
Tag every source
Ads, search, portal listings, signage codes and agent referral codes each carry a source tag. Registration forms ask which unit types interest the buyer, whether they will live there or invest, and how they heard of the project.
3
Connect the sales team
Reservations and contracts are recorded by your sales team in the sales system or a shared sheet. We match them to the original registration, so the report credits the first source and not just the last click before the visit.
4
Build the stage dashboard
A dashboard shows registrations, visits, reservations and contracts per release, with cost per reservation by source. A release is compared with earlier ones at the same point after launch, so seasonal effects and price changes are visible.
5
Review each milestone
At each construction milestone and each release, we review the numbers with the sales and development team. Decisions follow: shift budget between channels, pause what is not producing reservations, and prepare the next release with what was learned.
monitoring
What New Developments and Off the Plan Analytics includes
See which channels bring real inquiries and new customers
- check_circle Buyer journey event setup
- check_circle Source, signage and agent codes
- check_circle Display suite tracking
- check_circle Reservation matching routine
- check_circle Release-by-release review
What you can expect
- verified You know what one reservation costs, by source
- verified Investor and owner-occupier results are shown separately
- verified External agents and signage are credited where codes are used
- verified Display suite visits and no-shows are visible
- verified Each release can be compared with the one before
- verified Early marketing is credited when it leads to a later reservation
Deliverables you receive
inventory_2 A buyer journey map with events from registration to contract and settlement
inventory_2 Source tags for ads, search, portals, signage codes and agent referral codes
inventory_2 Registration forms capturing unit interest, buyer type and how they heard of the project
inventory_2 A routine for recording reservations and contracts and matching them to registrations
inventory_2 A stage dashboard with cost per reservation by source and release
inventory_2 A written review at each release and construction milestone
Technical approach
The mechanics behind Analytics for new developments and off the plan, explained plainly.
Signage and agent codes
Each hoarding, brochure and external agent receives a unique code or tracking number. A visit that begins with a scan or a code is credited to its source, and external agents' reservations are visible beside your own.
Display suite events
Booking links and check-in forms record who attended and when. Walk-ins who give no earlier registration are added as new records, with a note on how they heard. Missed appointments appear in the report.
Long look-back windows
Because buyers may wait months, we use long attribution windows and keep first and latest source. A registration from the first release can credit a reservation in a later one, so early marketing is not written off.
What New Developments and Off the Plan analytics setup costs
New Developments and Off the Plan analytics setup starts at $500 USD one-time. Ongoing monthly reporting and reviews are scoped separately.
What's included
Tracking plan
IncludedA short plan naming the calls, forms and bookings that count as a real lead or sale for your business.
Tags, events and call numbers
IncludedTracking set up and tested so each lead is tied to the search or ad behind it.
Report and handover
IncludedA simple report layout and a walkthrough so your team can read it without help.
Monthly reviews, extra dashboards and data clean-up are scoped separately. Talk to us for a fit.
What to expect from analytics
A development is not a steady stream, so the first months test setup and the later ones test sales.
Days 1 to 14
We build the journey events, tag sources and forms and test registration, booking and check-in paths. You get a first view of registrations by source and a list of any steps that fail to record.
Weeks 3 to 8
Registrations arrive with unit interest and buyer type, and visits are logged. First costs per registration and per visit show up. Reservations are still few, so we mark cost per reservation as early.
Months 3 to 6 and beyond
Reservations and contracts accumulate across a release, and the stage dashboard shows which channels turn registrants into buyers. Comparing releases helps you set budgets for the next with evidence, not hunches.
Other New Developments and Off the Plan marketing services
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Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓Frequently Asked Questions
What is the most important number for an off the plan project? expand_more
Reservations and contracts, tied to their source. Registrations and visits come first and matter for planning, but they do not pay for the build. Cost per reservation is the figure that guides spend.
How do you track buyers who register months before a release? expand_more
Each registration for an off the plan project keeps its first source and its latest. When the same person reserves a unit in a later release, the report credits both. This stops early marketing from being written off.
Can you credit external sales agents and signage? expand_more
Yes, where codes are used on developments. Each agent and each hoarding gets a unique code or number, and reservations carry it. Buyers who walk in without a code appear as direct, with a note if they say how they heard.
Does analytics tell us why new developments sell slowly? expand_more
It shows where buyers drop out: no registrations, registrations that do not visit or visits that do not reserve. The cause still needs a human view, such as price, layout or timing. We bring evidence to that conversation.
How do you handle several stages at once? expand_more
Each stage has its own labels, budget and report section. Registrants for an earlier stage who show interest in a later one are linked. Comparing stages at the same point after launch is a standard view for developments.
Do you need our sales system? expand_more
Only a simple record of reservations and contracts by buyer and unit type. Price and contract details stay with your team. A shared sheet is enough for many projects.
How soon can we trust the numbers? expand_more
Setup is quick, but sales numbers are small at first. Early costs per registration on new developments are useful, while cost per reservation needs a release or two to settle. We label early figures as such.
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