A practical checklist before a project goes to market

Launching before the fundamentals are ready is expensive, because the advertising still runs while the answers are missing. Buyers ask the same questions in the first conversation every time, and a campaign that cannot answer them converts poorly no matter how good the creative is.

Before the campaign turns on

• Buyer profile and position — who this is for, and why it suits them.
• Project name, identity and a consistent way of describing the product.
• Price positioning and a price list you can defend line by line.
• Floor plans, area schedules, finishes and indicative settlement timing.
• Release structure — what is available now, what is held back.
• A project website with enquiry capture and tracking on every link.
• Approved project information for buyer conversations: price list, availability, deposit terms, inclusions and indicative settlement timing, with a version everyone works from.
• The qualification detail every enquiry should return — budget, purchaser type, finance readiness, timeframe, deposit preparedness and the stock of interest.
• A written handover rule: when a conversation moves to a licensed agent, and who that named person is.
• An agreed response time, and a named person responsible for it.
• The contract pathway: who issues, what conditions apply, who tracks them.

Sequence matters

Identity and pricing come before creative. Creative comes before media. Enquiry handling has to be ready before media goes live, not the week after — the first fortnight of enquiry is the freshest you will get.

Approved information belongs in this sequence too. Anything answering buyers — automated or in person — should only ever draw on information the developer has signed off, and it needs a controlled way of being updated when price or availability moves.

If a piece is not ready, it is usually cheaper to delay the media than to run it and rebuild trust with buyers who were answered badly the first time.