New project launch marketing
A launch is decided long before launch day. We get the brokers in your micro-market talking about your land, build a pool of investors who want the opening rate, and bring both to your EOI window.
400+ EOIs in 72 hours on one launch. 100+ units sold on another.
Platforms we work onYouTube, Google Ads & 3 more
Up to 60%
qualified
Fake leads
replaced
Free CRM,
live reporting
Or request a callback
Worked with
+200 more About 6 months out. The market starts watching.
The runway. Record, location, brokers.
Registration. Name, RERA number, a face.
EOI window. Everyone hears it together.
Launch day. Then steady selling.
Why the launch matters
Developers open with a limited number of units at an entry price and raise the rate in steps. That works only when demand is already at the gate on day one. Three groups have to be ready.
The broker community decides how far a launch travels. When brokers in your micro-market are already talking about your land, the launch reaches every serious buyer they know.
Investors come in at the opening rate and accept the early risk. They need months of notice, so the money is ready when the window opens.
The first 100 to 150 buyers get the entry price. When the rate moves up after launch they see it first, and their story sells the next phase.
The launch sequence
We plan every launch backwards from the launch date. Before registration the campaign is about the developer and the location, built from public sources. After registration it is about the project.
Book a free launch reviewStep 1
About 6 months out
A land purchase is news. We start there, with campaigns built on what is already public: the deal, the developer's past projects and how the location is changing.
You get: Brokers and investors know who is coming.
Step 2
Through the runway
Buyers choose the developer before they see a floor plan. We show the delivery record plainly, and comparison ads set the location against the options buyers are already weighing.
You get: A pool of enquiries in your CRM, each one screened for fakes.
Step 3
In parallel
Most of our clients are channel partners. They learn of a coming launch through our team and weekly newsletter, and many run their own campaigns on the developer's name.
You get: A broker network that arrives with its own enquiries.
Step 4
Registration
We record a podcast with the promoter or a senior person from the developer, and build content on past delivery, specifications and amenities. The landing page carries the RERA number. Watch a builder credibility film we made.
You get: Everyone who enquired gets the first call.
Step 5
EOI window
The enquiry pool and the brokers hear the opening rate, the EOI amount and the hours it holds, at the same time. Our call centre confirms interest before your sales team calls.
You get: EOIs against a fixed number of units.
Step 6
Launch day and after
Units are allotted and the rate moves up. Buyers who missed out wait for the next phase. The campaign then shifts to cost per lead, and to end users as construction rises.
You get: A sold first phase and a waiting list.
EOI collection
Three things are fixed before the window opens, and everyone hears them at the same hour.
EOI money goes straight to the developer. We do not collect money from buyers.
SKA Group's land purchase in Siddharth Vihar became news about six months before the project opened. The market knows SKA for high-rise projects that open at an entry rate and move up in steps. Our campaigns for channel partners ran on the SKA name through those months, so when the window opened the buyers were already there.
| Time | Rate per sq ft | Note |
|---|---|---|
| Hour 0 | ₹7,500 | Opening rate |
| Hour 24 | ₹8,000 | +₹500 |
| Hour 36 | ₹8,500 | +₹500 |
| Hour 72 | Closed | 400+ EOIs |
| Today | ₹9,200 | Rate today |
Rates are per sq ft, approximate, before other charges. Lead count is from our campaign dashboards. EOI, allotment and rate figures are as shared with channel partners. AAJneeti ran lead generation for channel partners on this project.
Launch record
Across NH-24, Siddharth Vihar and Noida Extension we work on every project we believe can get good leads, and we turn down the ones we do not. Most of this work is for the channel partners selling the project.
Leads are from our dashboard. Units sold, EOIs and visits are as reported by clients. More case studies: Dholera investors meet, 80+ of 171 allotments, Patna property showcase, 14 bookings on the day and Godrej Palm Retreat, 14 conversions in three months.
Projects we have marketed: Godrej, Prestige, Lodha, DLF, Tata, L&T, Brigade, Shapoorji Pallonji, Emaar, Eldeco
Book a free launch reviewPricing
Before registration there is no project to sell, so paying per lead would reward the wrong thing. Once the project is registered and selling, a price per lead makes sense.
| Plan | When it fits | What you pay for | How it is priced | In writing |
|---|---|---|---|---|
| Launch mandate: for the runway and the launch | You have land or a RERA date, and a launch 3 to 6 months away. | A team on your launch for the whole runway: developer story, broker warm-up, project content and the EOI window. | A monthly retainer of ₹1,00,000 or 13% of ad spend, whichever is higher. The ad budget is paid separately. | The plan, the dates and what is delivered each month. |
| Ongoing CPL: for steady sales after launch | The project is registered, open for sale and needs enquiries every week. | Each lead delivered to your CRM. | A cost per lead agreed before the campaign starts. It depends on the city, the ticket size and how strict the qualification is. | Up to 60% qualified leads. Fake, invalid and broker leads are replaced first. If the campaign still ends short, we refund the shortfall within 15 working days. |
Included in both: Free CRM · Live reporting dashboard · Leads Gate fake lead screening · One campaign manager · Landing pages and ads made in house
Most launches start on a mandate and move to CPL after allotment day. The minimum budget for either is ₹1 lakh a month. If we do not think your launch can get qualified enquiries, we say so on the first call and do not take it on.
Before you launch
Tick what is already in place. Whatever is left is what we plan around on the first call.
| Ticked | Where you stand |
|---|---|
| 0 to 4 ticked | Early days. This is the right time to start the developer story. |
| 5 to 8 ticked | Close. The gaps are what we plan around on the first call. |
| 9 or 10 ticked | You are ready for an EOI window. Let us fix the date. |
Start with a free launch review
The review covers your micro-market, your runway and what it should cost. If your launch is not a fit, we will say so on the call.
FAQ
It is the work done before and during a real estate launch so that brokers, investors and early buyers are ready on day one. At AAJneeti it covers the developer story, broker warm-up, project content after registration, the EOI window and launch day campaigns.
About six months before launch, or as soon as the land deal is public. On SKA Atlantis in Siddharth Vihar, campaigns on the developer's name ran for roughly six months before the EOI window opened.
Campaigns about the developer and the location, built from public sources such as news of the land deal and the developer's delivered projects. Project name, price and EOI campaigns start once the project is registered.
The developer fixes the number of units, the opening rate, the EOI amount and the hours each rate holds. We take those terms to the enquiry pool and the brokers at the same time, confirm interest through our call centre and track every lead in your CRM. EOI money goes directly to the developer.
A launch mandate is a monthly retainer for the runway: ₹1,00,000 or 13% of ad spend, whichever is higher, with the ad budget paid separately. Cost per lead is a price per lead agreed in writing, used once the project is registered and selling.
RERA registration or a firm date for it, clear title and sanctioned plans, the unit mix and first phase inventory, a price sheet with step-ups, written EOI terms, channel partner terms, proof of delivery, a senior person for the camera, project creatives and a sales team that calls within 5 minutes.
No. We work with developers and with channel partners, and each client gets a separate campaign. Every partner's leads are excluded from the other partners' campaigns through custom audiences, so the same buyer is not delivered twice. On AU Cosmos Corner we ran six to seven partners at once this way.
No. Nobody can promise that honestly. What we put in writing is the plan, the dates and, on cost per lead campaigns, up to 60% qualified leads with replacements. If we do not think a launch can get qualified enquiries, we tell you before you pay.
