How to Sell New Project (Novostroika)? Digital Sales Funnel for Developers

The most critical distinction in selling a new project is whether the other person is buying it for living or for investment — because they are convinced by two completely different things. The person who will live in it looks at the square meters, floor plan, school-transportation and delivery date; The investor looks at the return, payment plan and ease of exit. Trying to sell to both with the same ad is the most common waste of budget.

Short answer

It's a common misconception that selling new projects is a matter of advertising budget; The difference between two projects that sell and those that don't sell with the same budget is almost always buyer discrimination and funnel discipline. When the prospective buyer and investor are split into separate campaigns, the price and payment terms are clearly stated, and the interest is returned within hours, the same advertising money generates many more office visits. Place to look before increasing advertising: lead → visit → contract Which of the passages is blocked?

Why should buyers and investors be targeted separately?

To the person who takes it to sit life sold: floor plan, neighborhood, transportation, school, delivery date, playground. For the investor figure sold: square meter price, increase in area, rental income, payment plan and ease of transfer. The best thing to do is to set up two separate campaigns, two separate landing pages and two separate messages.

The cost of making this distinction is not as high as it seems: two separate ad groups and two separate sections on the same site are sufficient for most projects. Actual cost, separation of not doing is the cost — a single blanket message would be too emotional for the investor, too numerical for the family, and would kill the budget without convincing either.

Two types of buyers: what do they look at, what are they convinced by?

Figure for context: Square meters in new projects in Tashkent $900–$2,200 Difference between range and districts to 8 floors (most expensive: Mirobod, Shayxontohur, Yakkasaroy; most affordable: Sergeli, Bektemir). That's why "price" is not a single number, but a range that should be told by location. (Source: kun.uz / UzDaily 2026 Tashkent housing price data)

What steps does the new project sales funnel consist of?

The purchasing decision on a new project is rarely made in a single visit. Here's the funnel that works: advertisement → project landing page → flat/floor selection and price → contact (office or WhatsApp/Telegram) → office/construction site visit → contract. With every step there is a fall; The critical thing is to know at which step you lose. Generally, the biggest loss is in the steps of "the price is not visible" and "the person who is interested is contacted late".

The most frequently skipped step when setting up a funnel is the transition from contact to visit. If what will happen after the recipient writes — who will invite, for how long, in what sentence — is not written down, this step works differently for each consultant and cannot be measured. Invitation to visit is a scenario, is not something that can be left to the consultant's whim on that day.

Traffic to this funnel comes from two main places: Google Ads captures ready demand ("new building flat for sale", "flat price in installments"), SEO It makes the project page visible in region and price searches over time, free of charge. The social media ad visually promotes the project; They should all flow to the same project website (landing) — concentrating traffic at a single conversion point rather than distributing it.

How should the price and payment terms be described in the advertisement?

The most sought-after information in a new project is the price and payment terms. Hiding the price completely increases the number of leads, but reduces the quality: People who do not have a budget also fill out the form, and the consultant's time runs out. In practice, the best result comes from being clear about the price range and payment plan (down payment, installment period, mortgage availability) — the incoming leads will be few but real.

The most practical way to quote the price is not a full list, Starting price and monthly payment range according to flat type. This prevents a competitor from copying your price list verbatim while giving the buyer enough information to eliminate himself. If there is no price block on the page, the buyer learns the number from the forum, not from you, and the number there is usually wrong.

How to gain confidence in the project under construction?

Selling an unfinished building is a matter of trust. The question in the buyer's mind is only one: "Will it be delivered, will it be on time?". Content that mitigates this: regular site progress photos/videos, previous projects completed by the developer, permits and official documents, actual resident reviews of delivered buildings. Projects that share progress sell much easier than those that don't.

The most valuable feature of trust content is regular, not because it's polished. A short, historic-looking construction site video shot on a phone once a month will do more than a professional trailer released once a year; Because the question the buyer asks is not "is it beautiful?", but "is it progressing?"

By what metrics is sales tempo measured?

In the new project, measurement is not just the number of leads: lead → visit → contract Demand should be monitored based on rates and flat type. Which floor/room type is going fast and which is stagnating? This data directs both the advertising budget and the price/campaign decision. When the sales tempo slows down, the first place to look is not the advertisement, but the step where the funnel is blocked.

When setting up the measurement, it is necessary to read the channel data together with the general data of the market: device distribution, which platform is actually used and the direction of advertising costs change the meaning of project-based figures. for this background Uzbekistan digital marketing statistics 2026 Our report can be used as a benchmark.

How do mortgage terms change a buyer's decision?

In new project sales, the buyer often pays attention not to the total price, monthly payment looks. That's why mortgage terms are at the heart of the advertising message: when the interest rate changes by one point, the conversion of the campaign also changes. Market mortgage interest rates in Uzbekistan have recently averaged 22.6%, and are around 17-26% depending on the bank and program; The down payment request is generally in the range of 25-30%. The volume of state-supported subsidized programs continues to grow — the resources allocated under these programs have reached 23 trillion soms, and the number of benefiting families has reached 73 thousand.

The point to note here is that the sale is not the rate itself. the eligibility requirement that comes with the rate is to determine. When a low-interest program is announced, most of the demand consists of people who cannot enter that program; If the ad does not state this requirement up front, the sales team will talk to unsuitable candidates for weeks and the campaign will be recorded as "bringing in a lot of leads but not selling".

The correct way to use the table is to translate the rows into ad copy one by one: each row is a separate campaign variant, not all rolled into one ad. An ad describing both the subsidized program and the installment option in the same image reduces the conversion of both, because the buyer does not understand which sentence is for him. (Source: 2026 real estate marketing benchmarks)

How to set up monthly payment message?

Showing a calculated monthly payment in the ad instead of the total price significantly increases conversion, but the figure must be realistic. The most expensive mistake is when "3 million soms per month" is written in the image but a completely different amount appears on the landing page: click money has been paid, trust has been lost.

Bringing the question of suitability to the fore

Not everyone can apply to subsidized programs. "Are you suitable for this program?" Placing the question at the beginning of the form rather than at the end prevents the sales team from wasting hours on unsuitable candidates.

How to plan the first 90 days of selling a new project?

In a project under construction, the rhythm of marketing depends on the rhythm of construction. The flat sold at the foundation stage and the flat sold when the rough construction is completed are not sold with the same argument. The schedule below is a feasible sequence for a project newly launched for sale.

In the first thirty days of the program, the aim is not to sell, is to find out which flat type is really in demand. Expanding the budget without this learning will produce nothing but spending more money on the wrong type; The project that finds the right type will be significantly ahead in the second month with the same budget.

The table is read from top to bottom, and one does not move on to the next until one period is completed: opening a tempo campaign when the trust content is not ready is sending traffic to an office that does not have the materials to convince the interested buyer. The ranking itself is the most valuable part of the program. (Source: 101 Digital's application experience)

How is the budget divided into which items?

In new project marketing, the budget is in two parts: the advertising spend paid to the media and the service that manages this spend. Without the second, the first burns inefficiently. The table below shows which item has the highest priority in a project launch.

The most common mistake when making a budget decision is to put all the money in the media and leave the management and infrastructure for later. Without a landing page and tracking system, the advertising budget spent cannot be measured; Unmeasurable spending cannot be repeated in the second month, because it is not known what works.

The items on the table are not a shopping list, but a is the order: CRM purchased without a landing page and search ad will remain empty, and content production will only produce views without a page to convert. In a small launch, one starts with the first two items, and the third is added after the first real numbers arrive. (Source: 101 Digital 2026 service price list)

The decision time for a new project is long; Weeks may pass between first contact and contract. Therefore, CRM is not an item that can be said "we will install it later" in the sale of a house.

Which channel brings cheaper leads for the new project?

In practice, channels do different things and direct comparisons are misleading. Search advertising collects ready demand: "yangi qurilayotgan uy", "apartment in installments" the person looking for is already in the decision process, so the lead becomes expensive but qualified. Social media creates demand: no one searches for apartments on Instagram, but a well-shot tour video gets someone thinking who might not be thinking — the lead is cheap but needs more qualifying.

Season and construction phase also change the channel decision. On a project in its foundation phase, social media remains weak because there is nothing to see yet, and search advertising is prominent; When rough construction begins to rise, the view of the construction site suddenly makes social media productive. In the same project, channel weight changes throughout the year, and this is not an inconsistency, but correct management.

Correct comparison: appointment cost, not lead cost

Comparing channels with cost per lead often gives incorrect results in a new project. What needs to be measured is the cost per visitor to the sales office. Ten leads coming from social media and three leads coming from search can be replaced by the conversion rate to office visit.

How does marketing work synchronously with the sales office?

The biggest loss in a new project occurs when the advertisement works and the sales office cannot keep up. If what is said in the advertisement is different from what is said in the office, the buyer loses confidence; The same result will occur if the announced price is not up to date.

The written version of the synchro is a single page: the current price list, remaining stock and the campaign message that is live that week. While this page is open in both marketing and sales offices, the sentence the buyer hears is the same no matter where it comes from. The buyer who hears two different numbers does not bargain. leave the project.

Weekly sync list

Three things are checked every week: which apartment types are left, whether the price and installment conditions have changed, how many of the incoming leads were contacted and how long it took. If these three information are not up to date, sales will decrease even if the campaign works correctly.

What information should be on the project landing page?

The buyer coming from the ad looks for answers to three questions on the page: what types of flats there are, how much they cost and when they will be delivered. If these three do not appear on the first screen, most of the money paid for the click is returned. The project page is not a corporate promotion, is a selection tool.

Flat selection tool or PDF floor plan?

A downloaded PDF extracts the receiver from the page and cuts off the measurement. A simple table or filter where block, floor and flat type can be selected both keeps the buyer on the page and shows which type is viewed more. This data is the cheapest research that drives the next month's advertising budget.

Where should the price block appear on the page?

The price range should be right next to the apartment type, not at the bottom of the page. If the buyer has to scroll down to see the price, most of the time they won't scroll; goes back and looks at the next project. It makes a difference in conversion when the same information is on the same page, only higher up.

How many questions should be asked in the form?

Long form reduces the number of leads, while too short form makes the sales team run for nothing. In the new project, there are few areas that establish the balance: contact information, type of flat of interest and payment method. If a subsidized program is targeted, the eligibility question is also added here; The rest is asked on the first phone call.

How to speed up the transition from booking to contract?

In a new project, where sales are lost is often not advertising, but the gap between the reservation and the contract. The buyer has made his decision, but weeks pass between document, bank and family approval; A rival project comes into play during these weeks. Shortening this interval is cheaper than finding new leads.

Why do reservations drop?

In the majority of falling bookings, the reason is not price but uncertainty: the buyer does not know what will happen next and finds it safe to wait. A buyer who is given a written list of steps at the time of booking is significantly less likely to give up, even if they wait the same amount of time.

How to shorten document and bank name?

Some of the delays on the bank's side arise from missing documents, and this is a delay that the sales office could have prevented in advance. By sending a single message on the day of booking which documents will be required, the process shortens days and the recipient feels in control of the process.

Who calls when?

The post-booking contact schedule should be in writing: confirmation on the first day, document reminder on the third day, construction progress information on the first week. Without this calendar, the communication remains in the consultant's memory and is the first thing to drop in the busiest week, that is, the week with the most sales.

What are the most common mistakes made in new project advertising?

The common root of the following mistakes is not budget, is the lack of distinction: Sending the same message to different recipients, different flat types and different decision stages. All three can be fixed within the same budget, no new money is required.

Collect all flat types in one campaign

The studio seeker and the four-bedroom seeker are not persuaded by the same message. Separate ad groups and separate landing page sections per flat type make a significant difference with the same budget.

just show rendering

Promotion made only with three-dimensional visuals increases doubt in the project under construction. Real progress images taken from the construction site are more convincing than the most polished rendering.

Leaving the delivery date uncertain

The phrase "delivery soon" does not reassure the buyer, it makes him hesitate. Providing clear date and construction phase information increases both conversion and the quality of the incoming lead.

real cases

checklist

The list below is ticked off one by one before the new project launches. Each unchecked item means that part of the advertising budget will be spent without being measured.

• A separate campaign and separate page section was set up for the buyer and investor.
• Starting price and monthly payment range according to flat type appear on the page.
• The delivery date and construction phase are clearly written.
• Mortgage and installment options and eligibility requirements are explained separately.
• There is a monthly calendar for site progress sharing.
• The response time to the incoming request is measured and the target is determined.
• Lead → office visit → reservation → contract transitions are reported separately.
• Post-booking contact schedule and document list are written.
• Price, stock and campaign information is exactly the same in the marketing and sales offices.

How does 101 Digital install it?

In new project sales, we separate the target audience, set up the project landing page and flat selection flow, qualify the lead and follow it up to the visit with CRM. What we measure is the contract, not the number of forms. → performance marketing