By Mehdi HassanWhat should a real estate development website include?
A real estate development website should include the project story, the location, labeled renders, floorplans, specifications and amenities, an availability view, and one conversion action: register interest or book a visit to the sales suite. Every section exists to move a buyer or investor from curiosity to a sales conversation.
This is a different job from a brokerage site, which sells many listings indefinitely. A new development website sells one product, often before it physically exists, within a fixed sales period. Our real estate website design guide compares the three main real estate business models. This page covers the developer's pre-sale funnel in detail.
- Project story: what's being built, by whom, and why it's different, in a few plain sentences.
- Location: transport, schools, amenities and the neighborhood, described accurately.
- Renders and imagery: exterior, interiors and amenity spaces, labeled as illustrative.
- Residences: floorplans by unit type with sizes, orientation and key features.
- Specification and amenities: finishes, building services, shared spaces.
- Availability: which units or phases are on sale now.
- Register interest and sales suite booking: one primary action on every page.
- Developer credentials: past projects and partners, with real photography.
How does a pre-sales website funnel work for a new development?
A pre-sales website funnel for a new development works in stages that follow the sales program. It starts as a teaser that builds a register-interest list, expands at launch with floorplans and booking, shifts to availability during selling, and finishes with real photography once construction completes.
Teaser
Project name, a hero render, the location story and a short register-interest form. The goal is a qualified list before launch.
Launch
Floorplans by type, specification, amenities, pricing guidance if you publish it, and booking for the sales suite or a virtual appointment.
Selling
Availability by building, floor or unit, kept current. Release new phases with clear dates. Progress updates reassure buyers who've already reserved.
Final units
Highlight what's left, show completed spaces with real photography, and simplify the page around the remaining stock.
Completion and archive
Turn the site into a case study on the developer's main site, with redirects from the project domain.
Each stage changes the content, so build on a CMS your sales and marketing team can update without a developer. If the project mainly runs on paid campaigns, a single high-converting page may be all you need at the teaser stage; our real estate landing page templates include a structure for exactly that.
How should a new development website use renders and imagery?
A new development website should use renders to show what can't be photographed yet, label them clearly as illustrative, and replace them with real photography as soon as it exists. Renders do most of the selling at the pre-sale stage, so commission enough views: exterior, key interiors, amenity spaces and the view from typical units.
Quality matters more than quantity. A few well-lit, credible renders build more trust than a gallery of overly glossy images that buyers suspect won't match reality. Pair renders with real photography of the neighborhood, which can be shot today and anchors the project in a real place.
Heavy imagery is the main reason development sites load slowly. Serve renders in modern formats at the right size for each screen, and keep video optional. Our guide to luxury real estate website design covers how to keep image-led pages fast.
How should a condo project website present floorplans and pricing?
A condo project website should present floorplans grouped by unit type, with size, bedroom count, orientation and key features visible before a buyer has to click. Pricing can be published, shown as a starting price, or held back for the sales team; whichever you choose, be consistent and say how buyers can get it.
Approach | Best for | Watch out for |
|---|---|---|
Floorplan cards by type | Most projects | Keep sizes in sync with contracts |
Downloadable PDF plans | Buyers who want detail offline | Gate lightly or not at all |
Interactive building or floor selector | Large towers, many units | Must be fed by accurate availability data |
Virtual tours of show units | Launch and selling stages | Heavy files; keep optional |
Starting prices per type | Price-sensitive markets | Update as phases release |
Pricing on request | Luxury and early pre-sale | Explain how to get it, fast |
Interactive building selectors are impressive but only worth building if someone owns the availability data behind them. A beautiful selector showing sold units as available does more damage than a simple list.
How should a pre construction website show availability?
A pre construction website should show availability in whatever form the sales team can keep accurate: a simple list by unit type, a table by floor, or a live feed from the sales system. Accuracy matters more than interactivity. Buyers who enquire about a unit that sold weeks ago lose trust in everything else on the site.
- Manual CMS updates: a sales coordinator marks units as reserved or sold. Works for smaller projects with a clear owner.
- Sync from the sales system: availability pulled from the CRM or sales platform via its API. Best for large projects.
- Phase-level availability only: show which phases are on sale and route details to the sales team. Lowest maintenance.
For example, suppose a developer launches an 80-unit building
For example, suppose a developer launches an 80-unit building in two phases. At the teaser stage the site has one page with a hero render, the location, unit types and a register-interest form asking for unit type, budget range and timing. At launch, phase one's floorplans go live with a table of units by floor, which a sales coordinator updates in the CMS each afternoon.
When phase two releases, it gets its own section and a notice to everyone on the interest list. After sell-out, the project moves to the developer's portfolio page and the project domain redirects there. This is a hypothetical example to show the sequence, not a past project.
What makes a register-interest flow convert on a property developer website?
A register-interest flow converts when it's short, clearly worth completing, and followed up quickly by someone who knows the project. Ask only for what sales needs to prioritize: name, contact, preferred unit type, budget range and timing. Offer something concrete in return, such as early access to floorplans, launch pricing or a sales suite appointment.
Put the form or a button to it on every page, keep the label consistent ("Register interest", not five variations), and send submissions straight into the CRM with the source recorded. Many enquiries arrive outside office hours, so an immediate, useful confirmation email with the brochure and next steps matters as much as the form itself.
Should each development get its own website?
Each major development should get its own dedicated pages, but not necessarily its own separate site build. Developers with a steady pipeline get more value from a reusable project template inside a company site, or a standalone project site built from that same template, than from commissioning a new site for every launch.
Pros
- A standalone project domain is easy to promote in ads and on signage
- The project brand can differ from the developer's brand
- A reusable template cuts the cost and time of each new launch
- Completed projects become portfolio case studies automatically
Cons
- One-off project sites are often abandoned and left with stale content
- Separate domains split search authority from the developer's site
- Every new build repeats design and development cost
- Redirects are often forgotten when a project site is retired
Agree the template's scope up front so each launch doesn't turn into a redesign; our guide to change orders and scope creep explains how. For budgeting across several projects, see our real estate website cost guide.
