A housing project's commercial success depends as much on managing the launch process correctly as on construction quality. Pre-launch preparations, the pricing strategy, lead-capture campaigns, the pre-sales period and every stage of the process extending to title-deed handover feed into one another.
Yet for most project owners, this process remains a fragmented, experience-based flow that is not managed systematically. A sales office is set up, ads begin, leads come in — but without an integrated plan, opportunities are missed.
In this guide, we cover the housing-project launch process in 7 stages, from preparation to title-deed handover. We explain what needs to be done at each stage, which digital tools to use, and the common mistakes — from the project owner's perspective.
1. Pre-Launch Preparation: Before You Lay the Foundation
Launch success depends far more on the preparation done beforehand than on the launch itself. There are critical steps that must be completed before the sales office opens and the first ad is published.
Building permit: Under Turkish regulations, a pre-sale home purchase contract cannot be signed with consumers without a building permit. This legal requirement sets the foundation of the launch calendar.
Target-audience analysis: Which buyer segment do the project's location, unit types and price range target? Investors, families, young professionals? This analysis directly determines the marketing language, channel choice and sales-office design.
Sales materials: The core materials that must be ready before launch are: the project's render images and drone footage, floor plans and the specification list (technical spec), a digital or 3D interactive model, a project website (a conversion-focused landing page), a sales presentation (digital and printed), a social-media content plan and a promotional video.
CRM and sales infrastructure: The digital infrastructure where leads will be collected, followed up and converted to sales must be ready and tested before launch. If leads dropping into the system on the first day of the launch can't be answered within 5 minutes, the entire ad budget goes to waste.
Sales-team training: Sales advisors must have learned the project's technical details, the premium logic, payment-plan options and CRM use not at launch, but at least 2 weeks before it.
2. Pricing and Premium Work
Pricing is the project's most strategic decision. Wrong pricing means unsold inventory or revenue left on the table.
Comparable analysis of the area: The m² sale prices and sales speeds of neighboring projects are examined. The lowest and highest price margin is determined.
Cost-based floor price: The break-even point is calculated by adding up land cost, construction cost, financing expenses and the target profit margin. This forms the lower bound of pricing.
Premium coefficients: Each unit is scored by floor, façade, view, noise, position within the complex, balcony/terrace area and parking status. The most disadvantaged unit is taken as the base price (coefficient: 1.00) and other units receive a proportional coefficient. The difference within the same project should usually not exceed 30%.
Launch price strategy: Offering a 5-15% discount or special payment terms during the launch period creates sales momentum and signals confidence in the project. But setting the launch price too low makes later price increases difficult.
Digital inventory and price management: The premium table, stock status and prices must be managed on a single digital platform. While talking with a customer, the sales advisor must be able to see instantly which unit is at which price and whether it is sold or available. Excel-based tracking carries a serious risk of error in projects of 50+ units.
3. Pre-Demand Capture: Building a Lead Pool Before Launch
The most successful launches begin with a lead pool that is already full on launch day. The pre-demand capture process usually starts 4-8 weeks before launch.
Pre-demand capture channels:
- Meta Lead Ads (Facebook/Instagram): Lead-form ads reaching the target audience with a "coming soon" or "pre-register" message. Thanks to CRM integration, incoming leads automatically drop into the sales funnel.
- Project website: A pre-registration form themed "be the first to hear about launch prices." A short form (name, phone, unit type of interest) increases the conversion rate.
- WhatsApp Business: A large part of home-sales communication in Turkey happens over WhatsApp. During the pre-demand period, WhatsApp broadcast lists, fast responses and CRM integration are critical.
- Referral network and agencies: Sharing early information with real estate advisors and agencies creates a qualified lead source.
- Showroom/experience area: Even if the sales office isn't ready yet, a temporary showroom or promotional stand in a shopping mall creates a physical touchpoint.
Lead nurturing process: Send regular updates to people who pre-register: construction start, render images, launch-date announcement. This process keeps the buyer's interest alive and makes it easier for them to book an appointment on launch day.
Target: Reach launch day with at least 200-500 qualified leads. This pool forms the basis of the first week's sales.
4. Launch Day: The Sales Office, the Event and the First Sales
Launch day is the critical moment when the project is presented to the public for the first time and sales momentum forms. The first impression determines everything.
Sales-office experience: A sales office is not just a desk and a brochure. It must include areas for interactively exploring the project on the digital 3D model, experiencing the space with a show unit or VR tour, one-to-one meetings with a sales advisor, and choosing a unit and creating a payment plan.
Launch event: Invitation launch events increase sales speed, especially in mid-to-upper-segment projects. Early-access rights for pre-registrants, time-limited launch discounts and special payment terms that can be decided on the spot during the event can be offered.
First-day operation: The status of all leads is tracked instantly via the CRM: arrived, met, offered, optioned, closed. The sales team produces a pipeline report at the end of the day. A lead not answered or followed up on launch day is a cooled-off lead the next day.
Digital presentation and 3D model integration: The sales advisor shows the digital 3D model to the customer via a tablet or screen. By clicking on the block, floor and unit they are interested in, the customer sees the price, m², floor plan and stock status instantly. This experience is many times more effective than a classic paper brochure.
5. The Pre-Sales Period: Contract, Payment Plan and Legal Process
The pre-sales period is the critical stage from the buyer showing interest to signing the contract. Knowing the legal framework of this period protects both the project and the buyer.
Legal framework of pre-sale home purchases: In Turkey, pre-sale home purchases are governed by Articles 40-46 of Consumer Protection Law no. 6502. The basic rules are: a contract cannot be signed without a building permit; a pre-information form must be given at least 1 day before the contract; the contract must be made as a construction-servitude registration or a sale-promise contract drawn up before a notary; and the consumer has a 14-day right of withdrawal and the right to rescind the contract for up to 24 months.
Creating the payment plan: Installment plans spread over the construction period, the down-payment amount, interim payments and the post-handover balance structuring directly affect the project's cash flow. Being able to offer different payment scenarios for each buyer increases sales flexibility. Automatic payment-plan creation via the CRM eliminates manual calculation errors.
Option management: A buyer can put a specific unit under option for a specific period. The option period, amount and conditions must be clearly defined and tracked in the CRM. Selling an optioned unit to another customer creates both a legal problem and reputational loss.
Promissory-note and collections tracking: Registered promissory notes must be issued separately for each installment. Collections tracking must be monitored instantly in the CRM or accounting module as due, overdue and collected payments.
6. Construction-Period Sales: Momentum-Preserving Strategies
Preserving sales momentum after the launch excitement fades is the most challenging stage. Construction-period sales require different strategies to sell off the project's remaining inventory.
Construction-progress updates: Buyers and prospects want to see that the project is really progressing. Monthly site photos, drone footage and completion-percentage updates build trust and create new demand. These updates are automatically sent to existing leads via the website, social media and the CRM.
Price revision: As construction progresses, risk decreases, so a price increase is natural. Update the premium table according to sales data: raise prices in fast-selling segments, run campaigns in segments that aren't in demand.
Campaigns and installment flexibility: Running special campaigns at certain times (New Year, holidays, rate-cut periods) increases sales speed. Additional value propositions such as a down-payment discount, deferral of interim payments or a furniture package can be effective.
Channel diversification: Alongside the Meta ads used heavily during the launch period, Google Ads, real estate portals, overseas digital marketing and agency partnerships should be added. The cost per lead and the conversion rate of each channel must be monitored via CRM reports.
Referrals from existing buyers: Creating a referral program from buyers who have signed a contract is the lowest-cost, highest-converting lead source. Incentives such as a furniture voucher or a dues discount can be offered to buyers who bring a referral.
7. Handover and Title-Deed Transfer: The Final Link in the Process
The handover process is the final stage that determines customer satisfaction and brand reputation. In pre-sale home purchases, the transfer or handover period cannot exceed 36 months from the contract date.
Pre-handover preparation: Obtaining the occupancy permit (building-use permit), completing the transition to condominium ownership, finishing common areas and carrying out final checks per unit are required. Detailed information must be given to buyers before handover: the appointment system, required documents and payment-balance information.
Unit handover process: A scheduled handover with each buyer is recommended. A handover protocol, a list of identified deficiencies and a key-handover document must be prepared. A commitment period must be given for deficiencies.
Title-deed transfer: The title-deed transfer is done after the transition from construction servitude to condominium ownership. The buyer and seller (or their proxies) must be present at the land registry office. Documents required during the transfer: ID, tax number, DASK policy, transfer-tax receipt and the sales contract.
Post-handover relationship management: The customer relationship doesn't end with handover. Warranty-covered maintenance requests, the transition to site management and the buyer satisfaction survey directly affect brand reputation and referral potential. Tracking after-sales requests via the CRM delivers a professional customer experience.
Bonus: 5 Common Mistakes in the Launch Process
Mistake 1: Going to launch without capturing pre-demand
Launches done without a lead pool spend the first week empty and the sales team loses motivation. Starting a pre-registration campaign 4-8 weeks before launch guarantees first-day sales.
Mistake 2: Managing sales with Excel instead of a CRM
Multiple sales advisors, hundreds of leads and dozens of units… Excel doesn't handle this complexity. Duplicate offers, option conflicts and untracked leads turn into missed sales.
Mistake 3: Doing the premium work by intuition
The "top floor expensive, ground floor cheap" formula is inadequate. Pricing done without a systematic scoring method causes some units to go unsold and others to sell below their real value.
Mistake 4: Cutting communication after launch
Leads who pre-registered but didn't come to the launch are not lost. With regular follow-up, construction updates and campaign notifications, some of these leads convert to sales in the following months.
Mistake 5: Neglecting the handover process
Spending all the energy on sales and leaving the handover process unplanned leads to customer dissatisfaction and legal disputes. The handover schedule, protocol and deficiency tracking must be planned along with the launch.
Conclusion
The housing-project launch process is not a single day or event but a systematic operation lasting months. To summarize the 7 stages in this guide:
- Pre-launch preparation — building permit, target-audience analysis, sales materials and CRM infrastructure
- Pricing and premium — comparable analysis, cost calculation and systematic scoring
- Pre-demand capture — building a lead pool 4-8 weeks before launch
- Launch day — sales-office experience, digital 3D model and first sales
- Pre-sales period — legal framework, contract, payment plan and option management
- Construction-period sales — momentum preservation, price revision and channel diversification
- Handover and title-deed transfer — occupancy permit, condominium ownership, handover protocol and after-sales relationship
If you want to manage this entire process on a single platform — from lead to sale, from inventory to collections, from the digital 3D model to handover — get to know Evon. Digitize your launch process end to end with the CRM, digital 3D model, presentation and accounting modules.
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Frequently Asked Questions
When should a housing project launch take place?
The launch can take place after the building permit is obtained. The ideal timing is 4-8 weeks after the pre-demand capture campaign starts. This period is needed to build a sufficient lead pool and complete the sales materials.
What are the consumer's rights in a pre-sale home purchase?
The consumer has a 14-day right of withdrawal and the right to rescind the contract for up to 24 months. A pre-information form must be given before the contract. The transfer or handover period cannot exceed 36 months from the contract date.
How far below market price should the launch price be?
A launch discount of 5-15% is usually applied. The aim is to create sales momentum and help the project build trust in its early period. However, a launch price that is too low makes later price increases difficult.
What is the minimum number of leads needed for a launch?
While it varies by project size, for a project of 100+ units it is recommended to reach launch day with at least 200-500 qualified leads. This pool forms the basis of the first week's sales.
Why is a CRM critical during the launch process?
A CRM manages all processes on a single platform — lead capture, advisor assignment, option tracking, payment-plan creation and collections monitoring. In sales processes managed without a CRM, duplicate offers, option conflicts and untracked leads turn into missed sales.
