Property developers are losing sales opportunities due to a fundamental oversight in their marketing approach, according to property marketing specialists Project Profile.
In a competitive real estate market where buyer hesitation is common, Project Profile insights reveal that most off-the-plan project websites prioritise visual appeal over building the trust necessary to convert visitors into buyers.
Project Profile director Mark Allen said, “buying off-the-plan is a significant leap—buyers are committing to something that doesn’t yet exist”.
“Without trust, they hesitate, delay, or walk away. A logo and price range won’t cut it these days,” Allen said.
The agency, which specialises exclusively in real estate project marketing services across Australia, points out that while developers often invest heavily in renders, branding and floorplans, many neglect the human elements that drive purchasing decisions.
“You’re selling something that is intangible when it’s off the plan. It’s so crucial to get that buy-in from people, and you do that not only through communicating values, benefits and features, but also by presenting a picture of the future,” Allen told The Urban Developer.
Project Profile’s analysis of project marketing campaigns revealed how most websites fail to address crucial buyer concerns within the first few seconds of engagement, leading to high bounce rates and missed conversion opportunities.
“Most developers fall into the same trap: talking about themselves. ‘Luxury finishes,’ ‘Architecturally designed,’ ‘Register now’—none of that tells a buyer what they’ll get, why they should act now, or whether they can trust you,” Allen said.
Project Profile recommends seven key improvements to boost conversion rates, including adding clear value propositions above the fold, incorporating proof elements like sales statistics and testimonials, and implementing user behaviour tracking tools to optimise site performance.
Allen also emphasises the importance of making information readily accessible.
“Gone are the days where you would just tease and say, ‘Contact us to get all this information’. Buyers want to be able to go to your planning page, download a floor plan, understand the masterplan, see the appliances and finishes. And they want all these things before they’ll invest the time and effort to talk to someone.”
The agency suggests developers should replace generic messaging with buyer-focused content that directly addresses potential concerns, such as: “Can I afford this? Is this the right location for me? What’s the catch?”
Project Profile said a successful approach involves digital touchpoints that guide potential buyers through their decision-making journey.
“In one scenario, when a young couple clicked through a social ad for city-view apartments and submitted their details to view floorplans, they immediately received an SMS linking to a 3D virtual tour of the specific apartment and an email with detailed information,” Allen said.
“Over subsequent days, targeted videos from the developer and architect provided context and credibility, while an automated nurture campaign delivered timely updates and answers to common questions.”
He also emphasises the importance of the ‘human touch’.
“When a human puts an inquiry on a landing page, they’ll often get a robotic answer that says, ‘We received your inquiry and will reply to you within 24 to 48 hours,’ which is terrible. Humanising that response and creating additional touchpoints across different channels is important,” Allen said.
Founded in 2010, Project Profile has refined its focus to serve the property sector exclusively, particularly off-the-plan residential towers and new home developments.
Allen points to the pandemic as a catalyst for digital adoption in property marketing: “During the pandemic, we saw technology advancement of like 10 years overnight. Even though we had virtual tours, DocuSign, and all these things where the agent didn’t need to physically be there, people just weren’t using them. Covid changed the landscape, forced people to do things digitally. You had this forced adoption, which has pushed us forward. And now it’s what people expect.”
Project Profile’s service offering spans the entire project lifecycle, from naming and branding through to digital marketing, content creation, sales collateral production and advertising.
“Display suites or display units serve as tools for the sales team so that they can achieve that outcome,” Allen said. “From a first principles point of view, having a display apartment, development display screens in your sales office—these are essential.”
Project Profile’s digital marketing strategy works hand-in-hand with these physical touchpoints, creating a seamless journey from online discovery to in-person experience.
Their approach ensures potential buyers arrive at display suites already informed and engaged, having been nurtured through strategic digital touchpoints that build trust and answer key questions before the physical visit.
The company combines strategic marketing expertise with data-driven campaign optimisation, focusing on lead quality rather than quantity.
Their methodology prioritises understanding buyer mindsets to deliver qualified prospects who are ready to commit.
If developers want to differentiate their projects in a crowded marketplace, Project Profile emphasises the importance of establishing trust early through transparent communication and genuine value.
“We focus on what moves the needle—qualified leads, faster sales, and measurable outcomes. No fluff. No jargon. Just clear advice and campaigns that make sense,” Allen said. “Our work speaks to the buyer’s mindset—so developers get leads that are ready to act, not just window shopping.”
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