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.
SEM for New Developments and Off the Plan
Google Ads for New Developments
At launch, a development has a short window to turn interest into reservations. Paid search puts your project in front of people searching for new apartments or townhouses in your area, and for the project by name. We plan campaigns around the release calendar, and you control price and availability.
For developers and project marketers who want registrations and sales suite visits from buyers searching for new homes, timed to each release.
Paid search around a release calendar
Context from how your customers search, compare and book.
A development has phases, and search should match them. Before launch, campaigns collect registrations of interest. At launch, they push for appointments and reservations. In the middle, they sustain steady interest. Near the end they promote the last remaining homes. Budgets change with each phase.
The searches that pay are easy to name: new apartments in an area, off-the-plan homes, townhouses near a station, the project name and display suite. Wasteful searches include rentals, second-hand listings, builder jobs, architect searches and plan downloads. We block them early and check real searches weekly.
Buyers rarely commit on first click. Registrations come first, so campaigns aim at a register-your-interest form with a clear promise, such as early access to floor plans and prices. Your sales team then follows up. We measure cost per registration and cost per reservation, and we track the share of registrants who later visit the suite, because that visit is where most buyers decide.
Location tools help a lot for a sales suite. Directions, opening hours and appointment booking appear on search results, so a buyer nearby can visit. Calls should reach a sales person who knows the current release, with a quick reply to any form submitted outside suite hours. A buyer who waits a day may book elsewhere.
Who paid search reaches
groups Customer segments
- person Owner-occupiers searching for a new apartment or townhouse in a particular area
- person Investors comparing new stock for rental demand and completion timing
- person Downsizers who want a new, low-maintenance home near shops and transport
- person Out-of-town buyers researching a project before they travel to see it
psychology What drives their decision
- check_circle Ad text that names the area, building type and release stage
- check_circle A registration page offering early access to plans and information
- check_circle Sales suite details and booking on the search result
- check_circle Budget that rises at launch and eases between releases
How we deliver SEM
A clear, repeatable process built around how new developments and off the plan customers search and decide.
1
Campaigns by phase
We set up campaigns for pre-launch registration, launch, ongoing sales and last-remaining promotion. Each has its own message, landing page and budget, so spend follows the stage of the project and not a flat monthly figure.
2
Keywords and blocked searches
We group searches by area, building type and buyer. Rental, second-hand, jobs and construction searches are blocked from the start. In the first month, we read the actual search list every week and remove anything unrelated to buying a new home.
3
Ads and registration pages
Ads highlight what buyers compare: location, plan types, finishes and the developer. Landing pages offer a register-your-interest form and an appointment booking. Your team supplies approved wording for pricing, incentives and completion dates, and nothing runs until it is signed off.
4
Sales suite and call handling
We add directions, opening hours and booking links to ads, and agree who answers calls and how fast form leads are called back. Out-of-hours leads receive a confirmation and a call at the start of the next day.
5
Stage-by-stage budget review
Each month, and at every release, we compare spend with registrations, suite visits and reservations, and move money between stages. When a stage sells out, its ads stop at once and funds shift to the next release.
query_stats
What New Developments and Off the Plan SEM includes
Reach people who are ready to book on Google, without paying for clicks that never turn into customers
- check_circle Campaigns by sales phase
- check_circle Weekly search review and blocking
- check_circle Registration landing pages
- check_circle Sales suite details and booking
- check_circle Per-release budget and results review
What you can expect
- verified Buyers searching for new homes in the area find your project
- verified Rental and second-hand searches stop using up the budget
- verified Registrations arrive with buyer type and budget band attached
- verified Sales suite visits can be booked from the search result
- verified Ads for sold-out stages stop the same day
- verified Reports show cost per registration and per reservation for each stage
Deliverables you receive
inventory_2 Campaigns for pre-launch, launch, ongoing sales and last-remaining homes
inventory_2 Blocked-search list covering rentals, second-hand listings, jobs and plan downloads
inventory_2 Ads and registration landing pages with approved wording on price and completion
inventory_2 Sales suite details, directions and appointment booking in search results
inventory_2 Call tracking by source with a rapid follow-up routine for registrants
inventory_2 Monthly and per-release report linking spend to registrations and reservations
Technical approach
The mechanics behind SEM for new developments and off the plan, explained plainly.
Conversion tracking across stages
Registrations, suite bookings and reservations are tracked as separate goals. Reservations are fed back into the system so it learns which searches bring buyers who actually reserve, not just people who fill in forms.
Area and radius targeting
Ads aim at the area and at buyers searching from elsewhere who name it. We add radius targeting for people near the sales suite, and exclude places that cannot buy, such as locations where the project cannot be sold.
Rapid stage switching
When a stage sells out or prices change, we pause or edit ads the same day. Misleading ads damage trust and may breach advertising rules, so your team tells us of every change, and we keep a simple change log.
Marketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to inquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
What to expect from Google Ads
Search volume for a single development is limited, so campaigns concentrate on the buyers who are truly looking.
Days 1 to 14
Campaigns are set up and approved. Registration forms, phone routing and suite booking are tested, and spend starts cautiously while we read the first real searches and block the wrong ones.
Weeks 3 to 8
Ads and landing pages are tightened. Your sales team reports on registration quality, and money moves toward the searches and areas that produce buyers who attend the suite and reserve.
Months 3 to 6 and beyond
Budget follows the release calendar and stage sell-through. We test wording as the market changes. We do not guarantee registrations or reservations, since results depend on price, product and competition.
Other New Developments and Off the Plan marketing services
search SEO for New Developments and Off the Plan arrow_forward ads_click Meta Ads for New Developments and Off the Plan arrow_forward web Web Design for New Developments and Off the Plan arrow_forward monitoring Analytics for New Developments and Off the Plan arrow_forward handshake CRM Integration for New Developments and Off the Plan arrow_forward psychology AI Optimization for New Developments and Off the Plan arrow_forward
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
How much should a developer spend on Google Ads for an off-the-plan project? expand_more
It depends on the number of homes, stage timing and sales team capacity. We propose a budget by phase, and you set the cap. Spend rises only when registrations and reservations justify it.
Which searches do off-the-plan buyers use? expand_more
Common ones include new apartments in an area, off the plan townhouses, the project name and display suite. We also include investor searches and out-of-town searches. The real list is checked weekly.
Should new developments bid on their own project name? expand_more
Usually yes, because rival projects and agents may bid on it. It is cheap and protects registrations. We also make sure your ad shows sales suite details and the current release.
Can paid search drive off-the-plan buyers to the display suite? expand_more
Yes. Location details and booking links appear in the ad, and radius campaigns reach people near the suite. Your team sees every booking in advance, and reminders go out before the visit.
What if prices or availability change during an off-the-plan release? expand_more
Your team tells us the same day, and we edit or pause ads at once. Out-of-date ads hurt trust and may breach advertising rules, so we keep a log of every change.
How do you handle investors and owner-occupiers in new developments? expand_more
They get separate ad groups and landing pages. Investors see completion timing and rental demand. Owner-occupiers see layouts and amenity. Each form records buyer type for your sales team.
Can you show which ad led to a reservation? expand_more
Yes, once your team logs reservations against the lead. We link the original search to the contract and report cost per reservation, not only cost per registration.
Ready to get more from New Developments and Off the Plan SEM?
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