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A new-build buyer makes one of the most expensive decisions of their life and does it carefully. They compare five or six developments in an evening, open each website in turn and filter by the principle "unclear — next". A property developer website wins not with renders but with whether a person finds answers to their questions within two minutes. Let us look at the seven blocks without which a residential complex does not sell online, and the typical mistakes that send buyers away.
This is the main sales tool for a new build and, at the same time, something no template has. The buyer wants to choose not "a two-bedroom" but a specific flat: the section, the floor, the orientation, the view from the window.
A working unit grid is a scheme of the building by sections and floors where every flat has a status shown by colour: available, reserved, sold. Clicking a flat opens the floor plan, area, price per square metre and total, floor and a reservation button.
The key point is that statuses must update automatically from your CRM. A sold flat sitting as available for a month is not just an inconvenience: the buyer calls, hears "already gone" and stops believing every other figure on the site.
A floor plan as a picture without dimensions does not work. A person cannot judge whether their sofa fits or where to put a wardrobe, and therefore cannot imagine themselves in that flat.
Every plan needs: room-by-room and total areas, wall dimensions, orientation, window and wet-zone positions. Furnished plans work well — they help grasp the scale. And a separate plan filter: number of rooms, area, floor, price.
Plus the option to download the plan as a PDF. Buyers save them and compare complexes offline — better that this file carries your logo and contact.
The most important trust block and the most often neglected. The new-build buyer's main objection sounds like "will you actually finish it", and it is answered not by text about reliability but by dated photos from the site.
The format is simple: monthly photos, the current stage, the completion percentage, optionally drone video. Updating should be done by a manager or foreman from a phone in a minute — if it requires a developer, updates will stop within two months.
The worst thing you can do is leave construction progress from last year. For a buyer that is not "they forgot to update" but "they stopped".
"Ask the manager for the price" on a developer's website is the most expensive phrase in the niche. A person compares six complexes in an evening; the one without prices simply drops out of the comparison before any call.
The minimum: price per square metre and total cost for each plan type. Then the developer's instalment terms and mortgage programmes with partner banks, with a monthly payment calculator for a specific flat.
The calculator is not decoration here: it converts an overwhelming sum into an understandable monthly payment and removes the "this is not for me" barrier. We covered the mechanics of estimates across niches in a kitchen price calculator on your site — the principle is the same: the figure before the phone number.
A careful buyer checks documents before calling. If they are not on the site, they either go looking in the registries themselves or simply close the tab.
In plain sight there should be: the building permit, declaration, licence, technical conditions, a sample contract in PDF and the developer's company details. Plus completed projects — with addresses, years and photos. That is the strongest proof that exists in this niche: not promises but buildings people already live in.
It is also worth describing the payment scheme and what happens at each stage: reservation, contract, first payment, instalments, commissioning, receiving the keys.
A flat is bought not only for its plan but for the district. A map with the site and what surrounds it — schools, kindergartens, metro, supermarkets, parks — answers half the questions that would otherwise go to a manager.
A "how to get here" block works well: how many minutes to the metro on foot, how long to the centre by car at rush hour. Honestly and specifically — buyers will check on maps anyway, and inflated figures only spoil the impression.
For suburban developments transport access matters separately, as does what will be built nearby in the coming years.
A buyer who reached a specific flat in the unit grid is ready to act. If the only available action is "leave your number", part of that readiness burns off before the manager calls.
Online reservation with a small deposit via LiqPay or Monobank closes the moment of decision immediately: the flat switches to "reserved", the manager receives the request, and the buyer gets a confirmation and a reservation agreement by email.
Even if you are not ready to take money online, a "book a viewing" button with a date picker works better than an abstract contact form.
Before a project we go through competitors' sites in the city, and the mistakes repeat almost everywhere.
Renders instead of real photos across the whole site, construction progress included. A unit grid as a picture that goes stale within a week. Floor plans without dimensions. Prices only "on request". Construction progress not updated for six months. A site that crawls on a phone because of hundreds of heavy renders. And the classic — a full-screen form instead of a button to reserve a specific flat.
Separately: no map. The buyer will open Google Maps in another tab to work out where this is — and find the neighbouring development there.
A unit grid, CRM sync, portal feeds and construction progress are not a set of plugins but modules written around your flat database. The main requirement for all of it is speed: a site with hundreds of renders and plans has to open in a second on mobile data, otherwise half the buyers will not wait.
The second requirement is automatic export to property portals from the same source, so a manager enters a flat once. What exactly the work includes is collected on the page about real estate and developer website development.
And the third is analytics: reservations, viewing requests and calls must be passed as conversions, otherwise advertising optimises for clicks. How to measure the return is in how to calculate a website's return.
A complex sells through three channels at once, and the site has to be ready for each.
The first is brand queries: someone heard the complex name from friends or saw a billboard and googles it. Here the site must be first in results and immediately show prices and plans. The second is property portals: the buyer found a flat there and comes to the site to check the developer, the documents and construction progress. The third is advertising, the most expensive channel in this niche, which is why it should lead not to the home page but to a specific floor plan or the unit grid.
The fourth and underrated channel is dynamic retargeting: a person looked at two-bedroom flats on the third floor and keeps seeing exactly those in their feed. It runs off the same feed as the portals. We wrote about the basic promotion steps in how to reach the top of Google.
For forty flats a list of floor plans filtered by rooms, area and status is enough. A grid pays off from roughly a hundred units or when there are several sections and the buyer cares about picking the floor and orientation. But statuses have to be current in either case.
A landing page for one complex with plans, prices, documents and construction progress starts from ₴9,900 and seven days. A site with a unit grid, CRM sync, reservations and several complexes starts from four weeks and is quoted individually: the main cost is in the links to your database rather than in pages.
Your manager or site foreman — from a phone, in a minute: photo, date, stage. We deliberately make it as simple as possible, because if updating requires a developer it will stop. A reminder can be switched on if there have been no new photos for over a month.
Yes, and that is exactly why they should live in one database: change it in the CRM and it updates on the site and the portals. Add a note saying "price current as of date" — that is enough. Hidden prices cost more than the risk of showing yesterday's figure.
If there is one complex — yes, that is a landing page for the complex brand. If there are several, one developer site with a page per complex works better: they reinforce each other, and completed projects act as proof for new ones. Separate domains per complex would have to be promoted from scratch.
A property developer website rests on seven blocks: a unit grid with current statuses, floor plans with dimensions, month-by-month construction progress, prices with an instalment calculator, documents and completed projects, a map with infrastructure and online reservation. Everything else — renders and text about reliability — replaces none of them. And the main rule: every figure on the site must be current, because one stale number destroys trust in all the rest.
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