Build for the market before you sell to the market
Before layouts, specifications, amenities and pricing are completely fixed, there are still decisions that can materially influence how the development will perform when it reaches the market. That is the moment to start talking to a sales and marketing partner.
How large should the units be? What does the target buyer expect from the specification? Where is it worth spending more? Which units justify a premium? Should parking and storage be included or sold separately? And, ultimately: how does the complete offer compare with everything else a buyer could purchase for the same money?
This is where we like to start.
From buyer knowledge to a better product
We spend every day speaking to buyers. Our CRM contains information from enquiries, searches, viewings and transactions across different budgets and property types. Just as useful is what doesn’t result in a purchase: what buyers reject, where they hesitate and why one property loses against another.
For a new development, this information can be used before the product is fixed. Depending on the project, that can influence decisions around layouts, unit sizes, number of bedrooms, terraces, materials, amenities, parking, storage and other elements of the development.
In Ibiza, particularly in the second-home market, quality can justify a higher price. Buyers will spend more where they recognise the value. The important question is where additional investment creates something the target buyer is actually prepared to pay for.
Price starts with the competition
A buyer considering a €2 million penthouse may also consider a finished penthouse elsewhere on the island. Someone looking at a new ground-floor apartment with a garden may compare it with a resale townhouse, a larger apartment in another municipality or something that isn’t technically comparable on paper at all.
We look at the alternatives the buyer will actually consider.
From there, we can build a pricing structure in which the differences between units can be explained.
Positioning the development
Once the product and commercial position are clear, we translate that into how the development will be launched. And, this will need more than than a name and a set of renders.
Who are we building for? What makes this project relevant to that buyer? Where does it sit against the competing supply? Which aspects deserve attention? And does the development sit naturally within the developer’s existing brand, or is the project strong enough to require an identity of its own?
Our sales and creative teams work together on this.
Depending on the project, we can develop or direct the positioning, branding and sales presentation, and create the materials needed to bring the development to market.
The creative work follows the commercial strategy, not the other way around.
Bringing the development to market
Once a development launches, our job is to create demand and convert that demand into sales.
We market directly to buyers through our own channels and database, while also working with a strong network of collaborating agents in Ibiza and beyond.
We are open to collaboration. If another professional has the right buyer, we want that buyer to see the development.
At the same time, we keep control of the product information, positioning and sales process. With multiple units, changing availability, different specifications and construction timelines, consistency matters.
And the market keeps giving us information.
Which units receive the most enquiries? Where are buyers hesitating? Which price points are working? What questions keep coming back? Constant evaluation is part of the process.
Selling off-plan is only half the job
A resale buyer can walk through a house, understand what they are buying and usually receive the keys within a relatively short period.
An off-plan buyer may be buying from plans and renders and waiting years before receiving the finished property.
Construction progresses. Payment milestones arrive. Completion dates move. Questions come up. Buyers want updates. And eventually the project moves into snagging, final documentation and handover.
We remain the link between developer and buyer throughout that period.
That means managing communication, providing construction updates, preparing buyers for upcoming stages and helping coordinate the process towards completion.
This matters particularly when timelines change.
From reservation to keys
As completion approaches, the conversation becomes more practical. Payments need to be coordinated. Buyers need to understand what happens next. Snagging needs to take place. Outstanding items need to be followed up and the property needs to be delivered in line with what was agreed.
We help coordinate this process between the developer, buyer and the relevant professionals.
A buyer should receive the property that was promised and properly completed. At the same time, expectations need to remain reasonable and within the scope of what the developer has agreed to deliver.
Our role is to help keep that process clear and moving until the sale is completed.
When should you involve us?
Ideally, before you think you need a real estate agent.
If the development is still being planned, there is more information we can bring into the decisions.
If the plans are already fixed, we can work with what is there.
If construction has started, we can position and prepare the project for market.
And if the development is already for sale but is not performing as expected, we can look at the product, pricing, positioning and market response and determine where the problem may be.
The earlier we are involved, the more decisions can still be influenced.
Frequently asked questions
At what stage should we involve a real estate agency in a new development?
As early as possible. Ideally, market research starts before the product is fully designed.
A sales agency has direct information about what buyers are looking for, what they are willing to pay for and why they choose one property over another. That knowledge can still influence decisions around layouts, unit sizes, bedrooms, terraces, materials, amenities, parking and other elements of the development.
The principle is simple: understand the market before you build for it.
The earlier we are involved, the more buyer knowledge can be used while important decisions can still be changed.
How do you determine the asking prices for a new development?
We start with a detailed market study. We don’t simply compare one development with another or apply one price per square metre across every unit. We look at each type of unit separately and compare it with the properties its potential buyer will consider, including resale properties.
This is particularly important in Ibiza’s second-home market. Buyers don’t necessarily start with “I want a penthouse” or “I want a ground-floor apartment.” Their priorities may be a large terrace, privacy, walking distance to the beach, a pool, low maintenance or a certain level of quality.
From there, we determine where individual units sit in the market, which features justify a premium and how the overall pricing structure should work.
Do you also handle the branding and marketing of the development?
Yes. We can coordinate the positioning, branding, marketing and sales presentation of a development as part of the overall scope. We work with specialised branding and marketing partners and can source and coordinate the right team for the project, including competitive quotations for the required work.
The scope depends on the development and our agreement with the developer. Most importantly, the branding and creative work should follow the commercial positioning of the project, rather than being developed separately from it.
Do you stay involved after a buyer reserves a property?
Yes. A reservation is not where our involvement ends. With an off-plan purchase, there can be a considerable period between reservation and receiving the keys. During that time, buyers need information about construction progress, payment milestones, expected completion, documentation, snagging and handover.
We remain involved throughout that process and act as a link between the developer, buyer and relevant professionals.
For us, selling a property isn’t simply making the match. We want the buyer to be properly guided through the process and, ultimately, happy with what has been delivered.
Our development is already on the market, but sales are slow. Can you help?
Yes. We can become involved at any stage. We start by reviewing the development’s pricing and positioning within the current market. We look at the competing supply, the alternatives buyers are considering, how the individual units are priced and presented, and what the response from the market is telling us.
From there, we identify potential bottlenecks and determine what can realistically be changed. That can lead to a revised pricing, positioning, sales or marketing strategy.
The best moment to involve us is at the beginning, while more decisions can still be influenced. But an existing development can also be repositioned when the market response shows that something isn’t working.
