How to present a new real estate development on the web

presentation of a new real estate development

Structure a development page that converts

On the web, a development page isn’t a PDF brochure put online: it’s a decision journey. Your goal is simple: help a prospect picture themselves, understand the offer in a few seconds, then take action without friction. To achieve that, think of your page as a full landing page, with a clear information hierarchy.

Start with an effective top banner (hero): name of the residence, location (city + neighborhood), short promise (e.g. 8 min from the train station, quiet, eligible for Pinel/LMNP depending on the case), price range, status (Launch, Construction in progress, Last opportunities) and a visible call to action (download the brochure, request a floor plan, book an appointment). Then add an anchored table of contents (on mobile, this is crucial): The development, The apartments, Floor plans, Features, The neighborhood, Financing, FAQ, Contact.

In the body, alternate projection content (visuals, floor plans, 3D view) and reassurance content (warranties, labels, schedule, transparency). Everything must remain readable: short sentences, limited lists, essential information above the fold.

Highlight the information that really matters

A visitor doesn’t read everything. They scan. So you must package the information in an immediately useful form, prioritizing what triggers contact.

The essential trio: location, product, proof

Location : address or precise area, access times (on foot/public transport) to key points, interactive map, noise/environment, services, schools, employment area. Avoid vague wording (close to everything) in favor of verifiable elements.

Product : available unit types (from studio to T5), floor areas, outdoor spaces (balcony, terrace, garden), parking, storage unit, standard (RE2020, labels depending on the project), estimated delivery date, estimated service charges if possible.

Proof : credible visuals, description of standard features vs options, floor plan examples, warranty certificate, developer elements (projects delivered, financial strength, reviews, partners). If you offer schemes (PTZ, rental investment), frame them with conditions and educational guidance.

Transparency that reassures (and reduces unqualified leads)

Clearly display: what is included, what is not, reservation terms, the steps (reservation, financing, signing, delivery), and a timeline. This transparency increases the quality of inquiries and reduces repetitive back-and-forth.

To complement your thinking on messaging and materials, you can take inspiration from the article Promoting your real estate development: how to do it?, useful for framing communication actions around a launch or a sales phase.

Take care with the visuals: the #1 element for projection

In new-builds, the lack of an immediate physical visit imposes higher visual requirements. A good web presentation relies on a consistent graphic chain optimized for loading.

Prioritize: exterior perspectives, views of the common areas, 2 to 3 interior atmospheres (kitchen/living room, bedroom, bathroom), and one neighborhood image (park, shopping street, seaside, etc.). Add captions: an image without context converts less.

On the technical side, compress your images, use modern formats (WebP/AVIF if possible) and plan for mobile variants. A slow site destroys trust. Floor plans (PDF or images) must be readable on a smartphone: offer a viewer with zoom rather than a heavy file that’s hard to open.

To feed your design inspiration (layout, hierarchy, choice of visuals), check out 16 examples of websites with fabulous design for …. The point isn’t to copy, but to identify effective patterns: short sections, unit cards, location modules, storytelling, etc.

Present the unit offering: simplicity, filters, and readability

The unit list is often the tipping point: either the user understands and moves forward, or they abandon. Your table must therefore be clear and decision-oriented: type, area, floor, outdoor space, exposure, price, availability, and a request-the-floor-plan button.

Add filters: type, budget, area, outdoor space, delivery. On mobile, prefer a card-based display rather than a wide table. And above all: avoid forcing the download of a global PDF to see prices — it’s unnecessary friction. If certain prices can’t be displayed, explain why and offer a simple alternative (e.g., Receive the price list by email).

Also think about updates: an outdated grid ruins credibility. Ideally, it’s automatically synced from your back office or your sales tool. On this point, the internal article Why real estate APIs simplify your work helps you understand how to streamline data distribution (units, availability, prices) and limit errors.

Create a frictionless conversion journey

Presenting is good. Converting is better. A good journey relies on visible, consistent CTAs repeated at key moments: after the hero, after the units, after the plans, at the end of the page.

Offer several levels of engagement, from the lightest to the most committing:

– Receive the brochure (simple lead)
– Receive the floor plans (qualified lead)
– Get called back (urgent)
– Make an appointment (strong qualification)

Reduce fields to the bare minimum (name, email, phone, desired unit type). Everything else can come later. Add a reassurance sentence about confidentiality and contact frequency.

Finally, plan a useful confirmation page: recap of the request, response times, link to the program page, and the option to add an appointment to the calendar.

Optimize local SEO and search intent

For a program to be found, it must be aligned with real queries: new apartment + city, new development + neighborhood, new T3 + area, new real estate near the train station, etc. The content must therefore cover these intents without over-optimization.

Work on:

– Tags (title, meta description) focused on benefits + location
– Neighborhood content (access, points of interest, urban projects)
– FAQs (financing, notary fees, timelines, warranties, VEFA)
– Structured data (if possible) to strengthen understanding by search engines

And above all: create one page per development (with a clean URL) rather than a confusing catalog page. For a concrete action plan, you can rely on How to improve the SEO of a.

Build trust: security, compliance, and reassurance

In real estate, trust is a prerequisite. A site that feels sketchy (rough navigation, questionable form, lack of legal information) can cut your conversion rate in half.

Clearly display: legal notice, privacy policy, cookie management, full contact details, hours, and a direct way to get in touch. On forms, specify how the data will be used, and avoid pre-checked boxes. Add proof: certification, badges, partners, reviews (if verifiable), delivered projects.

Technical security matters too: HTTPS, secure forms, and a clean data-collection environment. On this subject, the article The importance of SSL certificates for agencies details why these elements are essential both for user trust and for the site’s overall performance.

Deploy a distribution strategy: don’t rely only on the website

Your page is your foundation, but it must be fed by traffic sources: SEO, social ads, retargeting, email marketing, local partners, press, etc. The key is to keep messaging consistent between the ads and the page: same benefits, same visuals, same promise.

To broaden your marketing activation ideas, you can consult 5 ideas for marketing actions to promote your …. The goal is to orchestrate several levers rather than overinvesting in just one.

Targeted advertising and retargeting

A large share of visitors don’t convert during the first session. Retargeting (ad follow-up) makes it possible to reach back out to them with a relevant message: last remaining 2-bedroom units, delivery soon, plans available. To understand the logic and best practices, the internal article Programmatic marketing for l how it works can serve as a basis, notably to structure audiences, creatives and repetition.

Email marketing: nurturing the decision without harassing

Once the lead is captured, email marketing must support: sending a brochure, gentle follow-up, highlighting relevant units, invitation to an open house, reminder of the steps, reassurance content (warranties, financing). Favor personalization (desired property type, budget, project stage) and short, action-oriented emails.

If you’re looking for angles and formats, the article The best newsletter ideas for real estate agencies offers ideas adaptable to new builds, notably to vary between value content and sales follow-ups.

Tooling the presentation: tours, appointment setting and follow-up

Presentation quality also depends on tools: appointment scheduling, request tracking, qualification, lead attribution, and performance measurement. The goal is to avoid losing a hot prospect because of a response delay or an unclear contact flow.

Add at minimum: an automatic confirmation after the form, an internal reminder (email/CRM), and a promised timeframe (response within 24 business hours). Virtual tour tools, call tracking, or lead management tools can also make a difference, provided they’re mastered.

For an overview of useful solutions, the article 3 must-have tools to promote your development … helps identify building blocks to consider depending on your maturity level.

Making the sales pitch more impactful: 5 levers that make the difference

On a web page, the pitch must be more concrete than “luxury residence.” To spark interest, highlight what is rare, measurable, or differentiating.

Examples of levers that work:

– A usage advantage: secure bike room + workshop, generous outdoor spaces, dual aspect
– A mobility benefit: bus at the doorstep, station X minutes away, quick access to the ring road
– A comfort argument: enhanced insulation, low service charges, efficient heating
– A patrimonial argument: neighborhood in transformation, urban project, rental tension (if documented)
– A timing argument: near-term delivery, preview, last opportunities

To complement these leads with practical advice, you can read 5 tips to highlight a new-build program, which emphasizes in particular showcasing the strengths and the clarity of the information.

Measure and improve: the perfect page doesn’t exist—iteration does

An effective presentation is managed. Track simple indicators: conversion rate by source, scroll rate, CTA clicks, downloads, requests by type, response time, no-show rate for appointments. Then identify friction points: form too long, unreadable floor plans, slow loading, lack of information, poorly placed CTA.

Test through iterations: change a headline, add an FAQ, move a CTA, simplify a lots module, or replace an overly conceptual image. Even small tweaks can produce a clear gain.

If you want a pragmatic starting point to prioritize improvements, Take advantage of an analysis of your current site helps quickly identify areas for improvement (readability, performance, conversion, content, trust) before investing more in acquisition.

Final checklist before going live

– Main message clear in 5 seconds (where, what, for whom, starting at what price)
– Visuals optimized, captioned, consistent (mobile first)
– Lots readable, filterable, up to date
– Floor plans accessible and usable on smartphone
– 3 to 4 CTAs repeated in strategic places, short forms
– Concrete neighborhood content + VEFA FAQ
– Legal notices, privacy, security (HTTPS) and reassurance
– Measurement in place (CTA events, conversions, sources) and fast-response process

With this approach, your program page becomes a complete sales tool: it informs, reassures, qualifies, and turns interest into a concrete inquiry, while presenting a professional and consistent image of your offer.