Most development marketing spends heavily at launch and goes quiet in between. Search works differently: it reaches buyers and investors while they're still researching suburbs, project types and who they'd trust to build.
I run search programs for developers directly, so a senior specialist does the work rather than an account manager relaying it. Every recommendation is judged on qualified enquiries, not rankings.
Budget goes into portals and paid ads that stop the moment you stop paying, and the project site is treated as a brochure. Nothing is built to be found by someone six months out from a decision.
Transaction values are enormous and consideration periods run months, so one enquiry can justify a year of work. Buyers also research the developer as much as the development, which makes brand credibility a search problem as much as a marketing one.
Build visibility across the whole research window: the suburb, the project type, the investment question and the developer's own reputation, in Google and in the AI tools buyers now ask.
Nobody buys off the plan on impulse. Coverage is built at each point in a months-long process, in Google and in the AI tools now answering these questions.
A buyer or investor works out where and what to buy, and whether the numbers work. Increasingly they ask an AI assistant rather than reading five articles.
“is [suburb] a good investment”, “buying off the plan pros and cons”
They compare projects and developers. Past project evidence, completion track record, reviews and whether an AI tool names you decide who stays on the list.
“new apartments [suburb]”, “[developer name] reviews”
One project gets the enquiry. How clearly you present the offering, the inclusions, the timeline and the developer's credibility are what convert it.
“[project name]”, “display suite [suburb]”
Scope follows your business, your market and your service mix. These are the components a program draws on.
Working out which projects, price points and buyer types carry the most value, then building coverage around those decisions first.
Pages that genuinely explain the development, the area, the inclusions and the investment case, built to be found rather than just to look good.
Making the company itself findable and credible: past projects, completion record, team, coverage. Buyers research who they're buying from.
Crawling, indexing, speed and mobile experience, plus handling the archive of completed projects rather than deleting proof of your track record.
Structured data and consistent, corroborated facts so AI tools name your projects and company when someone describes what they're looking for.
Content answering the questions that actually delay a decision, from stamp duty to settlement timelines, positioned so it earns the enquiry.
A business doesn't run on traffic. It runs on the work that gets won and what that work is worth.
LeadSight, my own attribution software, ties enquiries and closed work back to the channel that produced them, so your monthly report shows what SEO returned in dollars rather than which keywords moved.
How LeadSight works →I keep my client list small, and property SEO works best where transaction values justify a long research window.
Apartments, townhouses and land estates, where buyers research the suburb and the developer for months before enquiring.
Where the audience is institutional or business, and credibility is scrutinised far more than presentation.
Where the same company builds and sells, so brand reputation carries both the project pipeline and the construction arm.
Because the next one has to sell too, and market conditions change. SEO builds an asset that keeps generating enquiries between launches and reduces how much you spend on portals and paid media each cycle. It also builds the developer brand, which is what makes each subsequent project easier to sell.
Usually not, or at least not exclusively. A separate site starts from zero authority every launch and gets abandoned at settlement. Projects hosted on the main site compound authority across every launch, and completed projects become proof rather than dead links.
Keep them. They're the strongest evidence you have that you deliver, they're what buyers search when they check you out, and they're what AI tools draw on when asked about your track record. Deleting them removes your own case for being trusted.
No. Portals are their own channel with their own economics. What I do is make sure you're not wholly dependent on them, so your own site and brand generate enquiries you don't pay per lead for.
Not in the same market segment and area. I keep my client list deliberately small and won't put myself in a position of working both sides of a catchment.
Expect early movement in two to three months from technical and content work, with project-level enquiries building from there. Given how long property consideration periods run, judge it over a full sales campaign rather than a quarter.
Send your domain through and I’ll review your site, your competition and your AI visibility before we speak. No obligation, and a straight answer on whether it’s worth the spend.