Transforming Cities

Here’s the truth: If you’re a developer still thinking you can sell a condo project the same way you’d sell a single-family home, let me hold your hand when I say this... the buyer's journey has evolved. Big time.

Most condos don’t struggle to sell because of location, price, or even market conditions. They struggle because they’re missing one critical thing—a brand that buyers actually care about. I’ve seen it time and time again. Developers throw a few units on the MLS, maybe host a broker open house, and then… crickets. They might get a few early buyers, but soon after? Sales stall. Inventory sits. Profits shrink. Panic sets in.

The best projects—the ones that sell out at record speed and for top dollar—aren’t just more condos. They’re brands. They’re experiences. They're statement makers. Pretty much status symbols.

It means something to you if you bought a condo in that neighborhood, specifically in your building. Let's break it down.

Selling Condos Is NOT the Same as Selling Houses

Most real estate brokerages are built around selling homes. A seller lists. An agent markets it. They host an open house and bake some cookies in the oven; A buyer shows up. Simple.

But selling an entire condo project is a game of stamina. You’re not just pushing one unit—you’re pushing dozens of investments that buyers are going to live with for the foreseeable future. And as much as I love Tollhouse cookie dough, it's just not enough in today's market.

Here’s the mistake developers keep making: They assume any agent who sells homes can sell out a 50, 100, or even 150-unit condo project.

Nope. Not even close.

Condos require a long-term marketing and sales plan—one that keeps the momentum going from the infancy of pre-sales all the way to the last unit that is closed. Without it, you might see a few quick wins at launch, but then comes the dreaded mid-cycle slump. That’s when everything slows down, buyers hesitate, and your project loses steam.

And that’s expensive. Every month, those units sit unsold, and your costs go up. Your returns shrink. And worst of all, your pricing power disappears.

Want to avoid that? You need to stop thinking like a listing agent and start thinking like a brand builder.

So Do Your Research, and Brand Your Building

Here’s what most people get wrong: Branding isn’t just a logo. It’s not a name or a website. It’s about creating an identity that speaks to your buyer personas before they even step foot in the sales center.

Great, luxurious condo projects today sell a feeling. A status. A community. They answer the question:

“Why should I live here instead of the dozens of other options out there?”

And if your answer is, “Because we have wine fridges and an onsite gym,” you're blending in with the masses, which is a recipe for a stalled project.

It requires stepping into the minds of qualified buyers in that neighborhood. What's in it for them?

The projects that dominate the market create a brand that makes buyers feel like they’re buying into something bigger than just a cog in a real estate machine. They build an emotional connection. They create exclusivity. And they make people want in.

That’s why a branded condo, priced competitively in the right market, can sell at a premium—even when similar projects struggle. Because buyers aren’t just comparing price-per-square-foot. They’re buying into a story.

The Demand Engine: How to Keep The Lead Faucet Flowing

Now, branding alone won’t sell out a building. You also need a marketing engine that constantly drives the right buyers to your sales team.

That means:

A strategic pre-sales campaign that builds hype before units even hit the market
Digital marketing that targets the buyers who actually want what you’re selling
Content that educates and excites potential buyers over time
A seamless system where marketing feeds into a high-performance sales process

Too many developers think marketing is just about generating leads. Wrong. It’s about generating demand.

You don’t just want people interested—you want the right people lining up, ready to pull the trigger.

That’s how you avoid slowdowns. That’s how you maximize prices. And that’s how you sell out fast.

The Playbook for Competitive Condo Sales

So, what’s the takeaway here? If you want to win in this market, you need to stop treating your condo project like another listing and start treating it like a full-scale business.

Here’s the game plan:

Step 1: Build a Brand That Matters – Create an identity that makes buyers excited to be part of your project.
Step 2: Launch a Demand Engine – Use smart marketing to attract, nurture, and convert buyers.
Step 3: Align Sales & Marketing – Make sure your team is selling the story, not just showing units.
Step 4: Keep the Momentum Going – Avoid the mid-cycle stall with a sustained marketing and pricing strategy.

This is how top developers crush their numbers while others struggle.

The Market Is Changing—Are You Ready?

Right now, there’s a massive opportunity in the condo market. Buyers are hungry for great options, and with a shortage of for-sale housing, they’re ready to make moves. There's a saying from Dave Ramsey that today's buyers are going to marry the asking price and date the interest rate—meaning the right property will still sell, no matter where rates land.

So, ask yourself: Is your condo project marriage material? Or is it just another forgettable option—nice enough to look at but not enough to commit to?

In 2025, the developers who get this—who treat their projects like high-value brands, not just buildings—will be the ones celebrating record-breaking sellouts and bigger profits. The rest? They’ll be stuck on the market, waiting for buyers who never show up.