In a tough market, your property development sales and marketing strategy needs to focus on flexibility and ingenuity. 

In a challenging market, the ability of developers to adapt and remain flexible is proving crucial. Collaborating with their sales and marketing partner on innovative strategies and a proactive approach gives developers a competitive edge and contributes to long-term growth.

When it comes to generating sales in a tough market, there are the obvious property development strategies – accepting reasonable offers quickly and extending settlement times. Here are some additional ways we’re helping our developer clients navigate the market and seize every opportunity for sales success.

Prioritising buyer support and education

Buyers aren’t looking for a salesperson in the current market, they want a trusted advisor who will provide guidance, support and personalised solutions. Helping buyers understand the market cycle and connecting them with a trusted team of brokers, conveyancers and builders is key in instilling buyer confidence.

At Red23, proactively supporting and educating buyers is built into our people-first approach because we know that it generates results. While the sale might not be immediate, having a solid relationship means we are first to mind when the buyer is ready to purchase.

Offering rebates and incentives

Incentives including cash rebates, upgrades or other value-adding benefits can provide buyers with a tangible reason to choose one estate over another – a powerful tool in a tough market.

In late 2023 and early 2024, sales stagnated at Riverwalk, an estate known for having prospective buyers camped outside the sales office before a stage release. We recommended that Development Victoria introduce two referral payments – one for builders, and one for family and friends. This was one of many strategies that have contributed to a significant increase in sales over the last few months. 

Filling the space with targeted marketing

It can seem counterintuitive to spend more money during a down market and often marketing is the first expense to get a shave. When other developers are reducing their marketing spend, it creates an opportunity to attract more attention in a less crowded digital space.

A short-term increase in highly targeted marketing can help generate excitement about a new stage release or incentive. We’ve seen this approach generate an excellent ROI in recent months thanks to the expertise and measured approach of our team.

Uplifting communities

The success of any neighbourhood goes beyond the land, townhouses or apartments on offer. You need to show that you genuinely care about not just selling a product but building a thriving community.

At Red23 we introduced a community grants program where local groups doing great work can apply for cash grants. By supporting sporting clubs, charities and public schools, we demonstrate our broader commitment to enriching the local community. This helps raise the profile of the developer’s brand, making their estate a sought-after home.

In a difficult market, you need to find new ways to unlock sales opportunities. Understanding and adapting to the needs of buyers is the key to growth.

About Red23

Red23 is a leading sales and marketing partner for new land, townhouse and apartment communities across the eastern seaboard of Australia. We specialise in custom and data-driven strategies that turn prospective buyers into proud owners and help build thriving communities.

Since opening in 2007, we’ve built strong and lasting relationships with Australia’s leading developers and become a natural extension of their teams. While our clients have diverse projects, they all want the same thing - an agency that will pull out all the stops to deliver exceptional results.

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