A 6 to 12 month marketing planner for off-the-plan apartment developments. Set GRV, pre-sales target and sales flighting; see the marketing budget, channel mix, total go-to-market spend, and projected annual leads through to settled sales. Indicative starting points for the marketing line of a feasibility - not a full development feasibility, and not a forecast or commitment. For a single 2 to 12 week campaign at deal-close, use the Quick Campaign Planner instead.
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50 apartments · $50,000,000 GRV
Overview
A 50-apartment development with $50,000,000 GRV. Marketing budget of $750,000 (1.5% of GRV) supports a 22-month campaign across 5 phases, requiring 1,667 leads at a blended CPL of $160 to deliver pre-sales of $20,000,000.
GRV
$50.0M
50 apartments
Pre-sales target
$20.0M
40% of GRV
Time in market
22 mo
+18 mo construction
Total leads required
1,667
$160 blended CPL
Marketing budget
$750K
1.5% of GRV
Advertising budget
$267K
$5,333 cost per sale
Sales commission
$1.0M
2.0% of GRV
Total go-to-market
$1.75M
3.50% of GRV
Allocate sales across the project lifecycle. Each phase's % of sales determines how many apartments and what blended value sits in that phase. Duration drives the campaign timeline below and per-month spend later.
EOI
Expressions of interest - building database
2.5 apts
$2.5M
VIP / Pre-Launch
Exclusive previews to database & agents
25 apts
$25.0M
Launch
Public release, full marketing push
12.5 apts
$12.5M
Construction
Sustaining campaign during build
7.5 apts
$7.5M
Completion
Final push at handover & settlement
2.5 apts
$2.5M
Phase % totals: 100%
Campaign timeline
22 months total
Marketing budget
$750,000
Sales commission
$1,000,000
Creative, content, signage, printing and advertising. The advertising line is auto-calculated from the lead generation section below.
Signage
Printing
The two macro sliders below convert annual leads into annual settled sales. The channel mix and cost-per-lead detail below is tactical and lives in the Quick Campaign Planner; it is collapsed here by default and shown for advanced users who want to sketch the per-channel build alongside the macro plan.
Projections below assume historical baselines and are not a forecast or commitment. Platforms will adjust delivery in real time.
Channel mix and CPL by channel. Use this to sanity-check that the macro budget envelope can deliver the lead volume the sales plan requires. For a binding per-campaign scope at deal-close, use the Quick Campaign Planner.
Search (Google)
% of leads
Digital Advertising
% of leads
Facebook / Instagram
% of leads
REA (realestate.com.au)
% of leads
Traditional (OOH, print, radio)
% of leads
Mix totals: 100%
Total leads required
1,667
Blended CPL
$160
Total advertising budget
$267K
Ad cost per sale
$5,333
Leads are generated ahead of when they convert to sales - by the lead-to-sale time set above. So early phases like EOI and VIP carry advertising spend even when sales come later. Adjust the lead time slider in section 6 to see the effect.
| Phase | Sales | Leads generated | Duration | Ad spend | Per month |
|---|---|---|---|---|---|
| Total | 50 | 1,667 | 22 mo | $267K | - |
| Channel | Leads | CPL | Total spend | % of ads |
|---|---|---|---|---|
| Total | 1,667 | $160 | $267K | 100% |
Pre-sales target
$20.0M
Marketing $/apt
$15,000
Commission $/apt
$20,000
Total go-to-market
$1.75M
| Line item | Total | % of GRV |
|---|---|---|
| Total go-to-market | $1,750,000 | 3.50% |
Total go-to-market investment
$1,750,000
Marketing + commission + advertising · 3.50% of GRV