What a real estate launch needs in the first 90 days

Launch week gets the attention. The 90 days around it decide how many site visits you actually get. Here is a simple way to plan them.

Days 1–30: build the foundations

Before a single ad goes live, the basics must be ready. Buyers will check them the moment they hear about the project.

• Brand identity, project name and key message agreed.
• A fast project website or microsite with RERA details, floor plans and a clear enquiry form.
• Brochure, price sheet and channel partner kit.
• CRM set up so every lead is tracked from the first day.

Days 31–60: create the noise

This is the launch window. The aim is simple: make the project feel like the one to watch in its micro-market.

• Outdoor and site branding that people see on their daily commute.
• Meta and Google campaigns aimed at buyers in the right income bands and locations.
• A launch event or site experience that gives people a reason to visit now.
• Daily lead quality checks with the sales team, not just weekly reports.

Leads are a vanity number. Site visits and bookings are the real scoreboard.

Days 61–90: keep the momentum

Most launches slow down here because the budget and energy were spent in launch week. Plan for it.

• Retarget everyone who visited the site or enquired but did not book.
• Share construction progress and walkthrough content to build trust.
• Shift budget to the channels and audiences that produced real site visits.
• Start local SEO so organic enquiries grow while paid costs settle.

One team, one plan

The biggest risk in a launch is five vendors working from five different briefs. When brand, website, content and media sit with one team, the message stays consistent and problems are fixed in days, not weeks. See how we run launch campaigns.