One property brief. A connected buyer journey.

01

The fictional brief

Assume a developer wants to explain a residential project to prospective buyers researching a move. Project name, location, pricing, availability and regulatory details are deliberately unspecified. Before any live publication, the developer would supply and approve these facts.

02

Audience questions to investigate

Start by interviewing the sales team and reviewing actual buyer questions. Separate people comparing neighbourhoods from those ready to arrange a visit. Do not infer demand from a corridor name alone.

• What information do buyers need before considering a visit?
• Which project facts can be verified and published?
• What reasons cause enquiries to stop progressing?
• Who follows up, and how is a relevant enquiry recorded?

03

Sample landing-page message

“Understand the project before you plan a visit.” The supporting page would show approved project facts, current availability, original site imagery and a clear enquiry route. A placeholder such as [approved project location] stays in the internal brief until verified; it never becomes a fabricated public claim.

04

Sample content sequence

These are creative directions, not published advertisements.

• A walkthrough outline: entrance, room layout and practical questions, filmed with permission.
• A neighbourhood explainer: map the buyer’s actual questions and cite current evidence.
• A project-information carousel: one verified fact per card, with a date where relevant.
• A sales handoff sheet: enquiry source, buyer question, owner and next agreed action.

05

Digital and physical touchpoints

The landing page would be the common destination for useful organic posts and approved site-visit material. Local media or creator participation would be researched and negotiated separately. A printed handout could use a labelled link or QR destination; printing and placement are not assumed to be free.

06

Measurement plan, not results

Before launch, record the baseline and agree what qualifies an enquiry. Track enquiry, qualified discussion, visit scheduled and visit completed as separate stages. No traffic, leads or sales figures are supplied because this is a demonstration.