Real estate project launch: what material to have ready

Before you open pre-sales on a real estate project, have everything ready that a buyer needs to understand it without visiting: the facade on its real block, interiors of every unit type, clear floor plans and a link to walk through it on a phone. Launch is when your project gets the most attention it'll ever get, and whatever's missing that day gets replaced by inquiries your sales team can't answer.

Why does the material need to be ready before, not after?

A lot happens at once during a launch: the listing goes live, posts go out on social media, and you email your contact list and the investors who bought in earlier projects. All those people look at the project in the same few days.

If all you have at that point is a facade image, every prospect asks the same question ("What does the one-bedroom look like?") and gets the same answer ("We don't have images yet"). Some wait. Many keep looking at other projects. When the material finally arrives, weeks later, that attention is gone.

Having everything on day one changes the dynamic: prospects inform themselves, the people who write already know which unit they want, and the sales team spends its time closing instead of explaining. That's the difference I describe in how to sell a pre-sale faster.

The material, in order of priority

Not everything carries the same weight. If you have to prioritize, this is the order I recommend:

1. The facade on its real block. It's the image on the site sign, the website's cover and the first photo on the listing. Without it there's no launch. See facade and exterior renderings.
2. Interiors of every unit type, furnished and with the project's finishes: living and dining, kitchen, bedroom and, if it helps, the balcony and its view.
3. Clear, furnished floor plans for each type, readable by anyone who doesn't know how to read architectural drawings.
4. The building and unit walkthrough, with the building in its surroundings, tappable floors, each unit's availability and a walkthrough of each type. It's what gets sent over WhatsApp and embedded on the website.
5. Pieces for social media and listing sites: vertical versions for stories and a short video that leads to the walkthrough. See renders and videos for social media and listing sites.
6. Amenities, if the project has them: rooftop, pool, common room. They matter more in some segments than others.

Items 1 to 4 should be ready no matter what on the day pre-sales open. Items 5 and 6 can be added in the first few weeks to keep the campaign active.

What should be decided before ordering the material?

What delays a launch most isn't producing the images. It's the decisions still pending. Before starting, try to have locked down:

• Final plans, or at least firm enough that the unit layouts won't change.
• Finishes: flooring, tile, windows, countertops, railings. If they're not decided, the images will need updating later.
• Unit types, and which floors each one repeats on.
• Furnishing style for the target buyer: a studio for rental investors isn't staged like a three-bedroom for a family.
• Channels: listing sites, social media, site sign, website, investor deck. Each one needs different pieces, and it's better to order them all together.

I go through exactly what to send in what to send to get started and what you get back.

How to plan with enough lead time

The simplest advice is to start on the material when the plans are final, not when the launch date is set. A sequence that works:

• First, the facade, because it's the most used and the slowest to approve. There's usually back and forth over color, the ground floor or the surroundings.
• Then the interiors and floor plans, in parallel with setting prices and pre-sale terms.
• Last, the walkthrough and social media pieces, built once everything before them is approved.

Leaving room for revisions is what keeps you from launching with half the material. Rounds of changes are normal and improve the result, as long as there's time for them.

Think about the launch from the buyer's side

A useful way to check whether the material is complete is to follow one specific buyer's path. Say, a couple looking for a one-bedroom who see the listing on a Sunday night:

1. They see the cover image and open the listing.
2. They look at the images and search for the one-bedroom floor plan.
3. They open the walkthrough link, see the building on its block, tap a floor, check what's available and walk through the unit.
4. They send it to a relative to get their opinion.
5. On Monday, they write asking about a specific unit.

If something's missing at any step, that's where you lose them. You can try that path in the Maconda XXIV building demo, an unofficial working demo based on that building in Quilmes, near Buenos Aires, marketed by Otamendi Propiedades.

A launch also builds the brand

An organized launch, with all the material available from day one, says something beyond the project: that the company is organized and doesn't improvise. A pre-construction buyer reads that as confidence in the build itself. I go into this in how to build a developer's brand.

Working on it remotely

I work remotely from Buenos Aires, Argentina (UTC−3). You send the plans and finishes, we go over the launch calendar on a video call, you approve each stage by message, and everything arrives as images and links you can use right away. If you're about to launch a project and want to sort out what to have ready and when, send me a message on WhatsApp at +54 9 11 6193-3176 or email facundocampo100@gmail.com. I answer in English or Spanish, and we'll build the list from your plans.

Frequently asked questions

What material is essential to open a pre-sale?

The facade on its real block, interiors of every unit type, clear floor plans and a walkthrough that can be shared with a link. With that, buyers understand the project without visiting and your sales team has what it needs to answer inquiries.

When should I start ordering launch renderings?

When the plans and finishes are final, not once the date is already set. That leaves room for revisions, and the material is complete on the day pre-sales open.

Can I launch with just the facade and add the rest later?

You can, but you waste your moment of peak attention. Launch prospects ask about the units, and if there's nothing to show them, many keep looking at other projects.

What if the finishes change after the images are done?

The images can be updated, but it's better to avoid that by locking finishes first. Showing something different from what will be delivered leads to complaints and hurts trust in the company.