Campaign positioning
What the development is, who it is for and why it is worth wanting, written before anything is built or shot. Everything below is in service of that answer.
Win the Development. Then Help Sell It.
Give your next builder or developer pitch something most realtors cannot offer: a real development campaign, backed by strategy, media, paid advertising and lead generation.
London, Ontario · media shot in house with ARC Creative · boutique projects, 6 to 50 units
Don't just say you have a marketing strategy. Show them one.
Most realtors say they have one. Most are offering the same checklist: MLS, photography, social posts, open houses and a few ads. That is marketing activity, not a campaign, and the builder has already sat through it twice this month. So bring the campaign itself: the page, the film and the ads for their project, built before the account is yours.
The system that wins you the development, then sells it out.
Six pieces, and they are the same six whether you are still chasing the account or already holding it. Together they are what turns a launch into a list of buyers.
Dedicated development page
One address for the project, with the lots, the floorplans, the pricing and what is still available. Not a tab on a brokerage site.
Professional photo and video
Architectural stills, cinematic film, drone and model-home content, shot on site by ARC Creative and cut for the page, the ads and the builder's own channels.
Meta and Google advertising
Paid social for the buyers who are not looking yet, paid search for the ones already typing the name of the area into Google.
Lead capture and retargeting
Enquiries captured on the page and sent to you, and everybody who nearly enquired followed for weeks afterwards rather than lost.
Ongoing optimisation
The creative and the targeting keep moving while the project sells. A launch that is set once is a launch that gets worse every week it runs.
Walk into the builder meeting with a marketing department behind you.
How it works
From an ad in a feed to a showing.
- 01They see it
The ad finds the right buyer
Meta and Google put the development in front of people in the areas and the price bracket it is built for, most of whom were not searching for it yet.
- 02They land
On the development's own page
Lots, floorplans, pricing and what is left, with one thing to do on every screen. Not a brokerage profile, and not a PDF they have to ask for.
- 03They enquire
The form comes straight to you
The moment it is filled, with the unit they were looking at and the ad that brought them attached, so the follow-up starts warm.
- 04You book it
You take the showing
You do the part you are good at. Everybody who looked and did not enquire keeps seeing the development for weeks afterwards until they do.
The same project, two very different launches.
Typical realtor
Marketing activity- MLS exposure
- Social media
- Photography
- Open houses
- Database
The same five every agent in the room is bringing. Passive, dated, and not one of them generates a lead or tells the builder where a buyer came from.
Realtor + Launch & Found
A campaign- Campaign strategy
- Development website
- Architectural media
- Meta and Google
- Lead funnel
- Retargeting
- Performance reporting
Built to bring buyers in and to prove which part did it, week by week, while there are still units to sell.
Built to be measured. Built to improve.
The page, the ads and the forms are wired to the same reporting before anything goes live, so from the first week you and the builder are looking at the same numbers instead of at a screenshot of impressions. It arrives as a dashboard you can open any time and a short write-up from us saying what moved and what we are changing because of it.
What you can see, from week one
- Traffic
to the development page - Leads
and where each one came from - Cost per lead
by campaign and by creative - Ad performance
spend against enquiries - Search demand
for the project and the area - Creative performance
film against stills - Where buyers come from
by area and by device - Which plans get looked at
the units drawing interest
There are no results on this page yet, and we would rather say so than borrow somebody else's. This is a new offer built out of the realtor and builder work we already do.
Two ways we help
Before you win it, and after.
Most realtors come to us for the first half, because that is the meeting they are about to walk into. If the development is already yours, skip to the second.
Win the development
The half that happens before anybody signs anything: the campaign concept and positioning, a mockup of the development page, the media plan, the advertising strategy and a presentation written for the builder rather than for you. Something real to put on the table.
Sell the development
Once the account is yours we build and run it: the website, the photo, video and drone, the Meta and Google campaigns, the lead capture and retargeting, and the creative testing that keeps it working until the last unit is spoken for.
Boutique developments, 6 to 50 units.
- Boutique subdivisions
- Townhouse developments
- Luxury enclaves
- Custom-home communities
- Infill projects
- New phases
- Smaller condo developments
Much bigger and the developer usually has an agency on retainer already. Much smaller and a full campaign is more than the project needs, and we will say so.
Three people, and a camera crew.
ARC Creative
Will's production company, and the reason the media is not outsourced. Architectural photography, cinematic film, drone and model-home content, shot by the same people who plan the campaign.
Andy
Took his own brand past a million in its first year from a kitchen table, with a spreadsheet and a lot of testing. He is the one asking what a campaign is actually returning.
Shane
Builds the page and runs the paid side. The development site, the lead capture, the tracking and the Meta and Google campaigns pointing at it are his.
Three people is the whole company, which is why the person who sat in the builder meeting is the person doing the work.
Questions
What realtors ask us first.
Do you build all of it, or do I need someone else?
We build all of it. The development website, the funnel behind it, the photo and video, the ads on Meta and Google, and the tracking that ties the three together. You do not need a web person and a video person and an ads person sitting on top of us, and there is nobody to chase between them when something is late. The leads arrive in your inbox, with the unit they were looking at and the ad that brought them attached.
Do I need to have won the development already?
No, and half of this exists for the meeting before that. We build the concept, the positioning, a mockup of the page and the media plan, so you can show the builder how their development goes to market instead of describing it. If the account is already yours, we skip straight to building the campaign.
Who actually shoots the media?
ARC Creative, in house. Architectural photography, cinematic video, drone and model-home content. It is the same team that shot most of what is on this site, so the campaign and the creative are one conversation rather than two companies blaming each other.
How big does the project need to be?
Roughly 6 to 50 homes or units. Larger than that and the developer usually has an agency already; much smaller and a full campaign is more than the project needs. If yours sits outside that we will say so rather than sell you something that does not fit.
Do you have results from other developments?
Not yet, and we are not going to pretend otherwise. This is a new offer built out of the realtor and builder work we already do, which is what the case studies and the reviews on this site cover.
Bring more to the builder meeting. Every other agent in the room is going to describe their marketing. Show them the campaign. Then show them the results.