Launching a new development goes far beyond construction; it’s about positioning your project, cultivating a brand, and fostering excitement well before the final product. Understanding when to start a go-to-market (GTM) plan is crucial for developers. Start too late, and you risk missing opportunities to create demand, add value, and excellerate engagement. But get the timing right, and you’ll generate a buzz that positions your development as highly desirable, and avoid common pitfalls like lowering pricing, upping concessions, and stretching qualifying criteria. 

Here’s how to plan your go-to-market strategy, broken down by key phases of development.

Pre-Construction: Start Early to Build Anticipation

Your go-to-market plan should begin well before construction is underway. Just as a movie trailer builds excitement long before the release date, developers need to stir curiosity early on. This phase is about capturing attention and generating buzz.

The early stages of establishing presence and notoriety in the market start between 14 - 12 months out from C.O. Que the beginning of a very beautiful, successful go-to-market strategy. 

Use architectural renderings and project details to launch teaser campaigns. Leverage social media, email sign-ups, and digital ads to create anticipation around what’s coming. Target potential buyers, renters, or investors with a clear vision of the development’s lifestyle and benefits. By creating a sense of exclusivity, you can build a list of interested prospects well before you’re ready to open doors. Early buzz can lead to pre-launch commitments, ensuring that you’re starting with a strong base of interest.

Mid-Construction: Maintaining Momentum with Progress Updates

As your development begins to take shape, so should your marketing efforts. The mid-construction phase is critical for keeping prospects engaged. By now, your project is more tangible, and potential customers want to see progress. This is between 6 - 4 months pre-c.o. 

This is the perfect time to share updates. Regularly post construction milestones on social media, like the completion of key amenities or structural progress. You’re not just updating; you’re showcasing the unique elements that set your development apart. Whether it’s a cutting-edge tech feature or sustainable living amenities, highlighting these points helps solidify interest and maintain enthusiasm.

Virtual tours, sneak peeks, and walkthroughs offer a visual connection to your project, helping potential buyers or tenants envision themselves in the space. Remember, people need to feel emotionally connected to what they see, and consistent updates ensure they stay excited.

Pre-Opening: Driving Conversion as Launch Nears

The pre-opening phase is the most critical part of your go-to-market strategy. About three to five months before your opening, you need to shift into high gear. At this stage, you’re not just building interest—you’re converting it into action. Now we're at the 3 month pre-c.o. mark!

This is when targeted marketing, lead nurturing, and special offers come into play. Consider launching early-bird specials or limited-time promotions to create urgency. People are more likely to commit if they feel they’re getting exclusive deals or premium access before others. Use tactics like virtual tours, private showings, or construction walkthroughs to engage your audience. The goal here is to make the development feel within reach and capitalize on the anticipation you’ve been building.

Avoid Common Pitfalls: Starting Too Late Can Cost You

One of the biggest mistakes developers make is delaying their marketing until the project is further along. Waiting too long to start a GTM plan can severely hinder your ability to fill units or attract buyers, leading to costly slowdowns. By starting early, you avoid playing catch-up later in the process.

Additionally, it’s essential to recognize that development marketing isn’t a one-size-fits-all endeavor. Depending on your project’s audience, location, and unique selling points, your marketing plan should be highly specialized. Partnering with experts who understand your niche can help you avoid missteps and ensure that every dollar spent on marketing yields strong results.

Timing is Everything in Go-To-Market Strategy

For developers, launching a new project means more than breaking ground—it’s about timing your go-to-market efforts to align perfectly with your development timeline. From pre-construction buzz to maintaining momentum during build-out and driving conversions right before the big launch, every phase offers a critical opportunity to engage with your target market.

The earlier you start and the more consistently you market your project, the more likely you are to achieve and exceed your goals. Remember, in the competitive world of development, timing is key. Start your marketing early, keep the excitement going, and by the time your project is ready to launch, you’ll have an eager audience ready to invest.