Developers pour millions into their projects, yet many unknowingly sabotage their success before they even break ground.
The mistake? Choosing the wrong sales team.
At iCreate, we partner with developers every day to help sell their projects off-the-plan. Sometimes, we’re part of the decision-making process when appointing a sales team. More often than not, though, I wish we were.
Because time and time again, we see the same costly mistakes—decisions that make it harder to generate quality leads, secure pre-sales, and ultimately sell out a project.
The Most Common Sales Team Mistakes
❌ Choosing a local agent simply because they ‘know the area.’
❌ Appointing an agent based on a mate’s recommendation.
❌ Selecting the agent with the highest record for selling existing homes.
On the surface, these seem like reasonable choices. After all, a local agent should have connections, and a strong track record suggests they can sell, right?
Not necessarily. Selling existing homes and selling off-the-plan are two completely different skill sets. And while local agents can be great for retail (direct-to-buyer) sales, they often lack the process, patience, and lead nurturing ability required to sell off-the-plan.
Why Off-the-Plan Sales Require a Different Approach
Most developers aren’t self-funding their projects—pre-sales are critical to securing finance.
Let’s break it down:
✅ Before construction even begins, developers go through pre-acquisition, concept design, permits, and approvals.
✅ To move forward, they need pre-sales to meet financing requirements.
✅ That means marketing must sell the vision before the project exists.
It takes time. Getting a DA can take years, and most projects won’t be completed for 2–3 years or more.
And here’s what many agents fail to understand: lead nurturing is a long game.
🔹 The sales journey for off-the-plan buyers can take 18–24 months.
🔹 Buyers need ongoing follow-ups, education, and reassurance.
🔹 The right sales team doesn’t just wait for calls to come in—they actively nurture and convert leads over time.
Signs Your Sales Agent Isn’t Up to the Job
Here are some red flags we hear all too often:
❌ “If the buyer is really interested, they’ll call back.”
❌ “I track my leads using a spreadsheet.”
❌ “I called and left a message—they haven’t responded.”
❌ “I emailed and called them, but they haven’t responded.”
❌ “Things are just really quiet right now…” (even though you’re in a hot market).
If your agent is saying these things, it’s time to reassess.
How to Choose the Right Off-the-Plan Sales Agent
To ensure your project’s success, ask your agent these non-negotiable questions:
|
Question |
Why It Matters |
| What percentage of your sales have been off-the-plan in the past 12 months? | Experience in off-the-plan sales is crucial—it’s a different skill set from selling existing homes. |
| What is your process for nurturing leads over 22 months? | Off-the-plan sales take time—how will they keep buyers engaged? |
| What CRM do you use? | A strong CRM prevents leads from slipping through the cracks. |
| Does the CRM integrate with the project website? | Automation and tracking make conversion easier. |
| Who will be calling the leads? | You need dedicated salespeople—not just admin staff. |
| How do you manage follow-ups? | A structured process beats reactive selling every time. |
| How do you qualify buyers before bringing them through? | Ensures they aren’t wasting time on unqualified leads who aren’t serious or finance-ready. |
| How many touchpoints do you have with a prospect before closing a sale? | Off-the-plan buyers need nurturing. If the agent expects quick conversions, they may not be suited for the role. |
| How do you integrate marketing data into your sales process? | Sales and marketing should work together—good agents leverage marketing insights to tailor their follow-ups. |
| What percentage of your leads come from your own database vs. marketing campaigns? | If they rely purely on developer-generated leads, they may not have the right database or network. |
| Can you provide an example of a long-term lead you successfully converted? | Proves they have the persistence and process to handle off-the-plan sales cycles. |
| What’s your follow-up frequency in the first 30 days after a lead enquiry? | A strong agent has a structured, consistent approach—without it, leads go cold. |
| What’s your approach to managing buyer objections in off-the-plan sales? | Off-the-plan sales come with uncertainty—agents need a strong strategy to handle objections. |
| Can you walk me through a recent project you sold off-the-plan? | Helps you assess their track record, experience, and approach. |
| What’s your process for handling price escalations during a project’s lifespan? | Many projects have price adjustments over time. A great agent knows how to position this without scaring buyers away. |
Apartments
House & Land
The Bottom Line
Selling off-the-plan isn’t about quick wins. It’s about patience, process, and playing the long game.
The right agent understands this. The wrong one will waste your marketing budget and leave you scrambling for buyers.
Want to ensure your project sells successfully? Partner with an off-the-plan marketing specialist who can align your sales and marketing strategy from day one.
(P.S. That’s where we come in.) 😉