Landing page for a new-build real estate development: capturing buyers before delivery

A new-build real estate development has a peculiarity few products share: it sells months, sometimes years, before it physically exists. Throughout the sales period, the landing page is the only "property" the prospect can visit — and it decides whether they leave their contact details with you or with the competitor selling the development next door. This guide covers the structure of a new-build development landing page: one page per development, visuals that carry most of the work, a form that qualifies without discouraging, and copy that follows the sales phases. It complements our article on the home valuation landing page, which covers the sector's other major use case.

One page per development, not a catalog site

The most common mistake developers and sales teams make is sending ad traffic to the corporate site or a catalog of developments. A prospect who clicked an ad for "new apartments in Nantes — now selling" is looking for that development: showing them twelve other projects in other cities dilutes their intent and tanks conversion. The rule is the same as for any campaign: one ad, one page, one message — the principle of message match applies to real estate as much as to SaaS. The development's page concentrates everything: location, available unit types, timeline, any tax incentive scheme, and a single conversion goal — getting a contact or brochure request.

Visuals do a large share of the work

In real estate more than anywhere else, images aren't decoration: they're a measurable part of the transaction. A 2011 study by Justin Benefield, Christopher Cain and Ken Johnson, published in the Journal of Real Estate Finance and Economics using listings from a US MLS system, shows that achieved sale price increases with the number of photos in a listing (at a decreasing rate), for interior and exterior photos alike. The same journal published a 2024 study on virtual marketing strategies (virtual tours and immersive formats) extending that finding to digital formats. For a new build, where the property doesn't exist yet, this translates concretely: high-quality 3D renderings (exterior and interior), a location map within the neighborhood, floor plans for the main unit types, and if possible a video or virtual tour of the show apartment. A page with two blurry renderings signals a cut-rate development, however careful the copy.

The page structure that works

• Above the fold: development name, precise location (neighborhood, not just the city), unit types ("studios to 4-bed"), delivery horizon, and the form or a button to it — our article on the fold covers this trade-off.
• The neighborhood before the finishes: transit, schools, shops, urban projects — buyers purchase a location before they purchase interior fittings.
• Unit types and their floor plans, with surface areas and orientation, without necessarily showing every price: a full price grid changes with every sales phase.
• New-build-specific reassurance: statutory new-build warranties, reduced closing costs where applicable, compliance with recent energy standards — objective arguments, phrased without reckless numeric promises.
• The developer: delivered projects, years in business — trust in the signature matters all the more when the property doesn't exist yet (our article on social proof fully applies).
• One repeated CTA: "Get the brochure and price list" converts better than a vague "Contact us", because it promises a concrete deliverable.

The form: qualify without scaring anyone off

Real estate leads are expensive and the sales cycle is long: sales teams want qualified leads (budget, unit type sought, purchase horizon, primary residence or investment), but every extra field cuts the completion rate — our analysis of how many form fields to use quantifies that trade-off. The proven solution is the multi-step form: start with engaging, low-friction questions (unit type sought, living or investing — checkboxes, not free text), and only ask for contact details at the last step, once commitment has built up. The phone number is worth asking for, but optional if possible: in real estate, a prospect who volunteers their number is a strong intent signal, whereas a required field produces fake numbers.

Mind the legal side too: a real estate form collects personal data and often feeds phone follow-ups and email campaigns — explicit consent and clear information are non-negotiable, as our guide to GDPR-compliant forms details. And if the development is sold with a tax argument, the regulatory notices on rental investment schemes apply: new-build is, in its own way, a regulated sector when it comes to advertising.

Adapting the page to the sales phases

A new development moves through distinct phases, and the same page has to evolve with them. In the preview phase (before sales officially open), the page works as a waitlist: no price grid, a "Be the first to know at launch" form — the mechanics are those of the waitlist page, transposed to bricks and mortar, and they build a file of prospects to call on launch day. At the commercial launch, the page switches to the concrete offer: unit types, availability, sales office appointments. Near the end of sales, the argument changes again: last units, delivery close or immediate, viewing of the actual home possible. Scarcity of the last units is a legitimate argument provided it's true — our article on urgency and scarcity draws the line between an honest signal and an artificial counter.

Measuring: cost per lead isn't enough

The industry reflex is to steer by cost per lead. On a long cycle, that's misleading: a page producing €15 leads who never pick up the phone costs more than a page producing €40 leads a third of whom book an appointment. Track at minimum the page's conversion rate by traffic source, the lead reachability rate and the appointment rate — and feed those numbers back into the campaigns. It's the only way to arbitrate honestly between a short form that fills the CRM and a progressive form that fills the sales team's calendar.

Start from a template rather than from scratch

The structure described here — visuals up top, neighborhood, unit types, reassurance, progressive capture form — is precisely that of LanderKit's Real Estate Lead template: a standalone Next.js project, delivered as source code, built for real estate lead generation and adaptable to a new development by swapping the visuals, copy and form fields. At €89 (or €229 for the 10-template pack, useful if you're selling several developments with one page each), it saves rebuilding the structure for every project — and a static Next.js page loads fast even on a prospect's phone during their commute, which matters for conversion and for campaign costs alike (see our article on page load speed).