The Condo Mistake That’s Costing Developers Millions

Too many developers treat go-to-market (GTM) strategy as an afterthought. They focus on architectural renderings, securing permits, and breaking ground—then, months before completion, they scramble to figure out how to sell their multimillion-dollar product.

That’s a massive mistake.

The reality is that if you’re not integrating sales and marketing into the early stages of your condo development—before a single brick is laid—you’re already behind. The most successful projects don’t just build condos; they engineer demand from the start.

Designing Without Sales in Mind? That’s a Risk You Can’t Afford

Here’s the problem: too many developers assume that if they build a great product, buyers will come. But what’s “great” in a vacuum doesn’t always translate to what the market actually wants.

Developers who delay their GTM strategy miss critical opportunities:

• Unit mix and pricing alignment: Are you designing the right mix of studios, one-bedrooms, and two-bedrooms for your target buyer?
• Amenity selection: Are you offering features that add real value, or are you wasting money on amenities no one will use?
• Neighborhood positioning: Are you leveraging local demand trends to maximize your sales velocity?

Bringing in sales and marketing experts early means shaping a product that sells itself—instead of trying to retrofit a marketing plan onto a poorly positioned project.

Marketing Budgets Matter More Than Ever Before

The second major failure in condo GTM strategy is underestimating what it takes to actually sell units.

Some developers see marketing as a cost to minimize, rather than an investment that drives revenue. The results are clear: weak pre-sales, longer sellout periods, and—worst of all—price cuts that could have been avoided.

The math is simple:

Successful projects allocate 0.5% to 1% of total sellout value to marketing.

A $20 million project should have a $100,000 to $200,000 marketing budget—at a minimum.

Think that’s too much? Consider the alternative: sluggish sales, prolonged carrying costs, and last-minute discounts just to move inventory. A strong marketing budget pays for itself many times over.

Pre-Sales Need To Pack A Punch

Many developers assume they can wait until construction is well underway before launching sales. That’s outdated thinking.

The reality? Pre-sales aren’t just about selling units early—they de-risk the entire project.

Buyers get excited and create demand before the building even exists.

Banks and investors see proof of market interest, making financing easier.

Developers get leverage to hold pricing firm instead of slashing prices later.

The projects that dominate the market don’t just list units once they’re built. They start selling before construction even begins.

The Golden Rule Of New Development: Strategy Starts at the Blueprint Stage

If you’re not thinking about sales and marketing while your architects are still finalizing designs, you’re already behind.

The best developers are shifting their mindset:

• Bring in sales and marketing during design development. (Yes, 18 to 24 months before delivery!)
• Treat marketing as a revenue driver, not a discretionary cost.
• Prioritize pre-sales to control pricing and increase investor confidence.

The market is moving fast, and the old ways of launching condos aren’t cutting it anymore. If you’re still waiting until the last minute to plan your GTM strategy, you’re leaving money—and opportunity—on the table.

So ask yourself: Are you building condos the old way, or the smart way?