--- title: Real estate marketing for developers | Inviewd description: What works in real estate marketing for selling off-plan projects: materials, project page, ads, listing portals, content and measurement, in order. lang: en canonical: https://inviewd.com/en/marketing-inmobiliario-constructoras.html source: https://inviewd.com/en/marketing-inmobiliario-constructoras.html markdown: https://inviewd.com/en/marketing-inmobiliario-constructoras.md publisher: Inviewd S.A.S. --- # Real estate marketing for developers: what actually sells an off-plan project Most real estate marketing plans start with advertising: how much to spend on social media, how much on Google, which portal to pay for. That is logical, because ads are what everyone sees. The problem shows up later, when hundreds of prospects land on a page with three renders and a form, and very few go any further. Marketing an off-plan project works better when you build it the other way around, starting with what the buyer will see when they arrive. In short - The foundation of a project's marketing is the material that makes it understandable, and all of it works better coming from one 3D model. - Each project needs its own page with a tour, unit types and prices, and all advertising should point there. - Ads perform better with video of the project's interior than with static renders. - Content that answers real questions attracts buyers without paying for every click. - Marketing is measured in reservations per channel, not in clicks or forms. Want to see this on your project? [Book a free demo](https://wa.me/573182583664?text=Hola,%20quiero%20mas%20informaci%C3%B3n%20sobre%20la%20sala%20de%20ventas%20virtual.%20) ## Start with what the buyer will see Before you spend anything on ads, ask what the person who clicks will find. If there are only three images of the facade, the ad will bring curious people who leave in ten seconds. If they can walk through their apartment, see the view from their floor and change the finishes, they stay. The most efficient way to produce that material is to build the project once in 3D and take everything else from there: renders for portals and billboards, video for social media, 360° tours for WhatsApp and the interactive sales room app. That way every piece tells the same story, and when a finish changes they all update together. We explain it in [one model, every sales asset](https://inviewd.com/en/un-modelo-todas-las-piezas-de-venta.html). ## One page per project, with a tour The project page is where all the advertising lands, so it deserves more care than any ad. At a minimum it should have: - The 3D or 360° tour, visible without having to look for it. - The unit types with area, floor plan and starting price. - The location, with what is nearby. - A WhatsApp button and a short form. The details are in [the real estate project website](https://inviewd.com/en/pagina-web-proyecto-inmobiliario-recorrido-virtual.html). ## Ads that lead somewhere On social media, a short video showing the apartment from the inside works better than a render carousel, because it stops people who are scrolling. A few ideas that usually pay off: - Separate ads per unit type, each with its own tour, instead of one generic ad for the whole project. - Retargeting campaigns with the tour link for people who already visited the page. - Ads aimed at the cities and countries where potential buyers live, not just the project's city. To produce those videos without a shoot, see [3D video for social media](https://inviewd.com/en/video-3d-proyecto-inmobiliario-redes.html). ## Listing portals In Colombia, a good share of home searches goes through portals such as Metrocuadrado, Fincaraíz or Ciencuadras. There you compete head to head with every project in the area, on the same list. The first image wins you the click and complete information wins you the call. If the portal allows it, add the tour link. ## Content that answers questions Many people about to buy a home type questions into Google like "how much is the down payment" or "is it better to buy off-plan or finished". If your site answers those questions clearly, they find you without you paying for each click, and they arrive with more trust because you already helped them. Well-answered FAQs for each project do the same job on a smaller scale. ## Referrals and current buyers Someone who already bought in your project is the best salesperson you have, because their family and friends are a lot like them. A simple referral program, with the tour link to share, usually brings buyers who arrive with more trust than any ad. ## A calendar for the launch | Stage | What to do | What to show | | --- | --- | --- | | Before launch | Project page and waiting list | 3D tour and main renders | | Launch | In-person or virtual event and heavy advertising | Project video and tour per unit type | | Ongoing | Ads per unit type and retargeting campaigns | Short videos, views per floor and construction progress | | End of a stage | Announce availability and price changes | Available units and their real view | If you do not have a physical sales room yet, start anyway. The full order is in [opening pre-sales with a virtual room](https://inviewd.com/en/preventa-sala-de-ventas-virtual.html). ## Measure in reservations, not clicks A channel that brings lots of cheap forms can be the most expensive one if nobody reserves. Record in the CRM where each prospect comes from and work out what a reservation costs per channel. That number decides where the next dollar goes. We explain it in [sales room metrics](https://inviewd.com/en/indicadores-sala-de-ventas.html). At Inviewd we produce the core material for that plan from the project drawings, from the renders to the [virtual sales room](https://inviewd.com/en/sala-de-ventas-virtual.html). ## Frequently asked questions ### What is real estate marketing? It is the set of actions that get buyers to know a project, understand it and decide to buy: the visual material, the project page, advertising, listing portals, content and following up each prospect until they reserve. ### How much should you invest in marketing a real estate project? It depends on the project's size, the city and the competition. More useful than a fixed percentage is working out what each reservation costs per channel and moving the budget toward the ones that sell for less. ### Which channels work best for selling off-plan homes? The combination of a project page with a 3D tour, social media ads with video, listing portals and referrals. None of them works well if the material does not make the project understandable. ### What material does a project need before advertising starts? At a minimum, the main renders, a 3D or 360° tour, floor plans of the unit types with areas and a project page. If everything comes from the same 3D model, the pieces stay consistent and update together. ## Keep reading - [Real estate leads: how to get prospects who actually buy](https://inviewd.com/en/leads-inmobiliarios-calificados.html) - [How to show an apartment so it sells: the viewing that convinces, in person or remotely](https://inviewd.com/en/como-mostrar-un-apartamento.html) - [Virtual home staging: how to furnish an apartment in 3D to sell it](https://inviewd.com/en/home-staging-virtual.html) See the service: [Virtual sales room](https://inviewd.com/en/sala-de-ventas-virtual.html) ## How to build a 100% digital sales room A 7-step roadmap for selling off-plan projects, with data from Camacol and McKinsey and the case of a project sold 100% virtually. ### Ready to accelerate the sale of your project? We build your project once in Unreal Engine, and the renders, video, 360° tours and interactive sales room all come from it, ready for any phone. --- Inviewd S.A.S. — virtual sales rooms, interactive 3D models and real-time 3D experiences for real estate. Bucaramanga, Santander, Colombia. - HTML version: https://inviewd.com/en/marketing-inmobiliario-constructoras.html - Agent guide (when to use Inviewd): https://inviewd.com/llms.txt - Site map: https://inviewd.com/sitemap.xml - Contact: contact@inviewd.com | WhatsApp +57 318 258 3664 | https://inviewd.com/en/contact.html