NEW DEVELOPMENT MARKETING GUIDE Elevated Marketing Strategies for Exceptional Residential Projects
New Development \nü\ \di-ve-lәp-ment\ | noun
The creation of multiple new real estate properties through ground-up construction or redevelopment, resulting in properties that have never been previously occupied.
At A Glance
This guide is designed to provide guidance and recommendations for marketing individual residences and distinct residential offerings within a new luxury development, including opportunities across multiple units or residences.
I. Market & Buyer Insights II. Branding & Storytelling III. Designing A Presence IV. Holistic Marketing Approach V. Private Network Engagement VI. Public Marketing VII. Seller Reporting
I. Market & Buyer Insights A Data-Informed Foundation for Every Decision Begin with a clear understanding of your opportunity – who the buyer is, what they value and how your development should be positioned. •
Establish a competitive landscape review utilizing data from the MLS, including a recommended pricing framework and absorption rate for the area.
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Create a target buyer demographic and psychographic profile utilizing AI insights, including the identification of feeder markets to the area and prospective buyer motivations. View AI prompt.
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Utilize your established buyer profile and feeder market analyses in conjunction with data-driven prospecting tools like WealthEngine® and Aidentified* to identify a preliminary audience of potential buyers.
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Work with the development team to confirm the tentative timeline of property completion. Crossreference this data with your previously established absorption rate to confirm property roll-outs.
Insight first. Strategy second. Every marketing decision begins with understanding your buyer.
*Coldwell Banker Global Luxury® certification includes complimentary access to WealthEngine and special discounted pricing for Aidentified.
II. Branding & Storytelling Your Brand Becomes Your Most Powerful Marketing Asset Consult with key property development stakeholders to determine branding needs and cobranded opportunities. Together, create a compelling identity that elevates your project and resonates with luxury buyers. •
Establish development name options with specific justification. When considering branding for the development, identify how the name relates to your overall marketing for the project.
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Create unique taglines and identify messaging pillars. These create a consistent theme and message for the development to be a throughline for all materials.
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Develop the visual identity and branding direction of the project including: ǡ Font, Color Scheme, Logo ǡ Display Boards, Finish Samples, Development Scale Model ǡ Aspects of the development or the surrounding area (Notable Regional Foliage, Geographic Features, Historical Aspects, Etc.)
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Draft the development story – the reason why a prospective buyer should consider living here and the reason the developer felt this project was necessary or beneficial for the community. ǡ Highlight area features, development-wide amenities, unique historical narratives, standardized luxury enhancements within each property, safety features and proximity to significant amenities.
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Proceed with photography and videography of multiple aspects of the development, including aerials, in-progress pictures, renderings and ground plans. ǡ Having strong visual representation of the development further establishes your story.
A powerful market presence begins with a clear voice, a defined character and a story worth telling.
III. Designing A Presence Choices That Speak Directly to Your Target Buyer Collaborate early to help refine the elements that shape buyer perception. •
Execute the design and creation of print and digital media pieces.
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Consider utilizing interactive digital sales tools such as a virtual tour of a completed or in-progress property.
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Create a development website or landing page that includes the following: ǡ ǡ ǡ ǡ ǡ ǡ
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Vanity Domain Name Lead Capture Integrations Interactive Floor Plans Developer, Architect and Agent Bios Community Information Development Story
Establish a social media presence for the development as a whole and collaborate on posts with the parties involved in the project, such as the developers, designers, architects, etc.
Every interaction should reinforce the value, vision and distinction of the development.
PENINSULA VILLAGE
PENINSULA VILLAGE
A Pristine, Luxurious and Exclusive Opportunity in Costalegre, Mexico
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Shopping
Hotels & Country Clubs
Dine
Luxury Cars
Entertainment
Airport & Hospital
NOURISH
STAY | LIVE | DREAM | NOURISH
NOURISH
Local Foods, Juices & Soulful Experiences
PENINSULA VILLAGE
Mexican culinary traditions are renowned in part for its ability to connect us to local regional identities like the bountiful coastline of Costalegre. At Las Rosadas, we have woven into the fabric of our lifestyle the importance of bringing people together around the table where together, we celebrate this magical place. Dine seaside with your toes-in-the-sand at Bar Mono or under the stars at La Terraza. Sip Tequila at our Tequila Cave as the sun dips into the horizon and enjoy a moment around the bonfire as embers ascend into the evening sky. Enjoy an intimate event, celebration or a private dining experience in a villa or within other unique settings around Las Rosadas. Inspired by fresh and local ingredients, menus are created together by Chef Laurent Manrique and the Las Rosadas Team.
PENINSULA VILLAGE
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WELCOME TO
T R A N C A S C A N YO N C O L L E C T I O N
TC C 360° MARKE TING APPROACH When the prestige of the Coldwell Banker ® name aligns with the expertise of today’s
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T R A N C A S C A N YO N C O L L E C T I O N
KE Y C AMPAIGN ELEMENTS •
Public relations
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Sneak-peek internal promotions/CB Exclusives
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Property collateral production
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Network preview/events
leading luxury real estate masters and the reach of an international network in 40 countries and territories, the extraordinary is possible. The Coldwell Banker Global Luxury ® program offers an impressive international stage from which to showcase your project to an affluent audience wherever they happen to be in the world.
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Immersive social media campaign, covering ALL aspects of the process, properties, artisans, local area, property amenities, etc.
THE DESIGN GROUP
Roman James Design is a world-class architectural, interior design firm and custom home builder for elite family residential projects. Based in Beverly Hills, Roman James Design has developed some of the most iconic projects, including celebrity homes and world-renowned private development projects recognized around the globe as
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Teaser promos: exclusive glimpses of lavish interiors and panoramic vistas
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Virtual discovery tours
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Video interviews: developer, craftspeople, artisans, architect
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BTS Insights: development process (timelapse drone videos)
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Influencer collaborations
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Visionary design contest
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“Flippin’ It” for new development YouTube series, Buildin’ It
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Email engagement campaign
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Coldwell Banker worldwide promo
benchmarks for the highest quality homes in the world.
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IV. Holistic Marketing Approach Consistent Visibility, Aligned With Your Timeline Define the cadence of marketing element launches, for a comprehensive, multi-channel approach that is uniquely timed to the progress and completion of the build. •
Create an approximate Structure Completion Timeline for your own reference as well as to incorporate on the project website for prospective clients.
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Begin to engage PR to leverage strategic media releases around the launch, while incorporating all previously mentioned messaging pillars, branding, photography and the development story.
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Determine which supplemental advertising campaigns to engage in and begin the creation of ad media assets. Consider the following options found within the Global Luxury Advertising Agent Playbook: ǡ ǡ ǡ ǡ
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Social Mirror Ads 1 Million Impressions Campaign Print Media Mansion Global New Development Feature
When deciding which advertising options to engage with, identify the various requirements for the particular publications. ǡ Depending on the publication you intend to market in, they may have various requirements for photography and videography. ǡ Identify whether or not they accept renderings. ǡ Be prepared to draft supplemental media copy for your particular advertorial, as there may be character and spacing requirements.
Create momentum that builds long before completion and continues beyond launch.
V. Private Network Engagement Expand Your Project’s Reach Among Qualified Buyers Implement targeted outreach through the most influential luxury channels. •
Utilize the Coldwell Banker Global Luxury Property Specialist network for direct outreach to the top luxury agents within the company.
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Leverage CB Curated to build demand, test positioning and launch from a place of strength prior to bringing it to the market. TM
Leverage strategic exposure among luxury real estate’s inner circle.
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Consider hosting private brokerage-only events to introduce your fellow local Coldwell Banker® agents to the development. (See branch manager for local MLS regulations.)
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Present the development to Coldwell Banker branch offices in feeder markets and where the project may have already garnered interest.
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If the development is particularly elevated, Global Masters Distribution may apply. Connect with your local Luxury Marketing Team for details.
VI. Public Marketing A Marathon Approach – Steady, Impactful and Well Timed Strategically leverage exposure to the right audiences at the right time. •
The Luxury Marketing Team specifically engages with developments that offer individual residences that meet the Coldwell Banker Global Luxury® threshold.
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The Coldwell Banker brand features Properstar international syndication to 100+ portals across 75+ countries for Global Luxury qualifying properties at $1M+.
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Coordinate with your PR representative for timing on any PR release. This may occur prior to listing activation due to publication requirements but ensure this is compliant with your local MLS regulations. (See branch manager for confirmation.)
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Engage Listing Concierge to act as a foundation for your marketing of the development. ǡ For significant development opportunities at $10M+ per property, connect with your local luxury marketing team to discover Listing Concierge enhancements.
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Ensure you have submitted each of the properties upon construction completion and MLS activation to the Coldwell Banker Global Luxury® editorial and social media teams for feature consideration.
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Launch the previously identified supplemental ad campaigns with their completed assets. ǡ Leverage demographic and geographic targeting for these ads, based on your previously identified buyer profile and feeder markets from Stage I.
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Adhere to the previously established cadence of marketing asset releases.
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Consider co-marketing opportunities with local businesses, especially for property specific events. For guidance on hosting exceptional property events, review the Coldwell Banker Global Luxury Events Playbook. ǡ Groundbreaking events for subsequent properties in the development ǡ Art exhibits held at the property ǡ Wellness-Style Events ǡ Catered Twilight Open Houses
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Continue posting ongoing content during the construction of additional residences (if applicable). ǡ Progress Photography ǡ Drone Updates ǡ Behind-The-Scenes Social Content ǡ “Happy Accidents” ǡ Major Progress Updates ǡ Interviews with developers, architects, designers, etc.
Visibility delivers greater impact when audience, timing and placement work in harmony.
VII. Seller Reporting Transparency From Start to Finish Provide comprehensive, consistent reporting to keep all parties fully informed. •
Maintain accurate records of all activities and results to ensure clarity and track the entire marketing process. ǡ ǡ ǡ ǡ
Buyer engagement information Social media posting cadence Supplemental ad analytics Development website analytics
Data-driven reporting turns activity into actionable insight.
To guide ongoing marketing decisions, establishing an evocative presence is one of the most powerful assets in positioning a luxury development. And just as essential, a continuous stream of content reinforces your value not only to the client, but also to the community as a whole, delivering a cohesive narrative for the project as construction develops.
For questions or personalized strategic recommendations, please connect with your regional marketing support teams.
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