// resposta · marketing imobiliário
How do you run the digital launch of a real estate development?
Atualizado em 22 de julho de 2026
A well-run digital real estate launch follows a roughly 90-day timeline: first it builds a base of interested people, then it opens sales with real scarcity and, throughout the process, integrates marketing with the sales desk. Launching is preparing, not advertising the day before.
The 90-day timeline
- Pre-launch. Before any sales ad, the work is building a base: a landing page with sign-up, content about the neighborhood and the project, paid media campaigns to capture interested people and relationship building by email and WhatsApp. The goal is to reach opening day with a line of people who already know the development, not to start from zero.
- Launch. The sales opening becomes an event: warmed-up base notified first, a price table with a deadline, sales materials ready and real-time coverage. All the media budget concentrates force here because the base already knows what it's about.
- Sustaining. After the opening, the work shifts from urgency to consistency: construction progress, testimonials from buyers, remarketing to whoever visited and didn't close. It's the longest phase and the most neglected.
Real scarcity and the sales desk
Real scarcity is communicating limits that truly exist: the number of units, a launch condition with an end date, a price that rises in the next stage. It works because it organizes the decision of someone who's on the fence. False scarcity, the "last units" line repeated for months, destroys the developer's credibility over the medium term and taints the launches that follow.
The other leg is integration with the sales desk. Digital generates the lead, but people close the deal. Marketing needs to hand over leads with context (what the person saw, what they clicked, when they signed up) and sales needs to report back: which lead became a visit, which visit became a proposal. Without that feedback loop, the campaign optimizes for a cheap lead, not for a sale. The physical sales desk and the digital one have become a single funnel, and treating them as separate worlds is the most expensive mistake of the launch.
In practice, in the countryside
In the countryside, the pre-launch base is even more decisive, because the town knows itself and word travels: whoever shows up right on opening day with no prep reads as desperation over unsold inventory. We run this full funnel for developments and developers in the region, and the logic is the same we detail in how to sell a housing development in the countryside: base before budget, integration before scale.
If you have a launch on the horizon and want to structure the timeline before spending on media, we build the plan together. Message us on WhatsApp.
Perguntas relacionadas
How far ahead should marketing start for a real estate launch?
The digital work needs to start well before launch day, on a roughly 90-day timeline. Whoever advertises only in launch week is launching to a cold audience and pays dearly for each lead.
What is real scarcity in a real estate launch?
It's communicating true limits: number of units, a price table valid until a set date, a phase with pricing that changes in the next stage. Invented scarcity destroys trust; real scarcity organizes the buying decision.