Most developments go live the day the listing does. That is not a release. That is an announcement to nobody.
A release is what happens when a list of buyers who already care sees the scheme before the portals do. For that to be possible, all of this has to exist first.
The brand
A name and an identity for the scheme. Not just the address. Buyers buy into something with a name on it, and a name is what makes everything else stick.
Hoarding with the brand on it, up while the site is still a building site. Every week the hoarding stands there without a name is a week of free advertising you did not take.
The content
Photography and film of the scheme, the site and the area, shot before release. CGIs where the build is not far enough along to shoot.
This is what your buyer list gets warmed with. If the content does not exist six weeks before release, the release is already slipping, whether anyone has said so or not.
The development site
A website for the scheme itself. Not a page buried on your company site, and not a portal listing. Somewhere the brand lives, the content sits, and buyers can register their interest.
The brochure download sits behind an email address. That one decision is where the list starts.
The buyer list
Registration live from the moment the brand is public. Every enquiry captured with a budget band and a timeline, not just an email address.
Then nurture it. Real content, sent between registration and release. A name in a spreadsheet that has heard nothing for three months is not a warm buyer. It is a stranger who once clicked something.
The campaign
Paid social aimed at the postcodes your buyers actually live in. Local press where it is still read. All of it pointing at registration on the development site.
None of it pointing at the portals. The portals are where you end up when there is no list.
Release week
The list sees everything first. Preview content, prices, appointment slots. They get the week.
Then the portals go live through your agent, and they work the overflow from a standing start instead of a cold one.
The full playbook: Sell out before Rightmove.
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