Guide
How to advertise a property development.
To advertise a property development, run a campaign that drives display-suite visits and enquiry: listings on the major portals and Google for active buyers, social and video for the lifestyle story, metro out-of-home for scale, and targeted point-of-sale placements like counter advertising in the feeder suburbs your buyers actually live in.
Below are the six channels a launch actually runs on, what each is best for, what it costs and the catch - so you can build the mix that fills the display suite.
Your buyers already live somewhere. Reach them in the suburbs they're leaving.
The options
Six ways to market your development.
- 01
Property portals
Project and new-homes listings on realestate.com.au and Domain, where buyers and investors research what's coming.
- Best for
- Active buyers already searching off-the-plan and new homes.
- Rough cost
- Project listing packages, a significant line in any launch budget.
- The catch
- Pay to play, crowded with every other project, and buyers compare you side by side.
- 02
Google Ads
Search, Performance Max and display for "[suburb] apartments" or "house and land [region]".
- Best for
- Capturing in-market search demand as it happens.
- Rough cost
- Pay per click, and property terms are competitive.
- The catch
- Costly per enquiry and management-heavy across a long campaign.
- 03
Social and video
The render, the lifestyle story and expression-of-interest campaigns across Meta, Instagram and YouTube.
- Best for
- Aspiration, broad reach and lead capture before the display suite opens.
- Rough cost
- Flexible and scalable ad spend.
- The catch
- Scroll-past attention, creative-hungry, and the path to a sale is hard to trace.
- 04
Metro out-of-home
Billboards, transit and digital screens across the city, often near the site itself.
- Best for
- Metro-scale brand and pointing the whole city at the project.
- Rough cost
- High, and higher again for premium sites.
- The catch
- A passing glance, audience modelled rather than counted, and the site is shared.
- 05
Feeder-suburb print
Local press and letterbox drops in the suburbs buyers upgrade or downsize from.
- Best for
- Reaching the specific postcodes your buyers move out of.
- Rough cost
- Print plus distribution, charged per drop.
- The catch
- Most of it goes to the bin, and you can't measure who read it.
- 06
Counter advertising
Your development full-screen on the payment screens at the cafés, bars and shops in the exact feeder suburbs your buyers live in - in front of the buyers in the suburbs your project draws from.
- Best for
- Reaching qualified locals where they already are, and nudging a display-suite visit.
- Rough cost
- By quote - one development per location if you want it exclusive, or shared at a lower rate. Ask us for a rate for your area.
- The catch
- An awareness layer that drives visits, not a portal listing.
Side by side
The channels, compared.
| Channel | Best for | Rough cost | Measurable? | Speed |
|---|---|---|---|---|
| Property portals | Active buyers | $$$ | Enquiries tracked | Fast |
| Google Ads | In-market search | $$$ | Leads tracked | Fast |
| Social and video | Story, reach, EOI | $$ | Views, leads | Steady |
| Metro out-of-home | City-wide brand | $$$ | Modelled | Slow |
| Feeder-suburb print | Postcode targeting | $$ | None | Slow |
| Counter advertising | Feeder-suburb reach | $ | Counted impressions | Steady |
Cost is relative: $ light, $$$ heavy. Every launch's numbers differ - treat this as a starting shape, not a quote.
Where Tap fits
The feeder-suburb layer, counted.
A development sells to a defined geography - the feeder suburbs your buyers move out of. Portals catch the ones already searching. Tap reaches the much larger pool who fit the buyer profile but aren't looking yet, in the cafés and shops of those exact postcodes, at the moment they pay.
Unlike a letterbox drop or a metro billboard, every view is real and counted, not modelled. And you can book it exclusively: one development per location, so your project never shares the screen with a rival launch.
It won't replace your portal listings or your metro reach buy. It's the targeted layer that turns a feeder suburb into display-suite visits.
Common questions
Development marketing, answered.
How do you market a property development?
Across the funnel. Portals and Google capture buyers already searching; social and video carry the lifestyle story and gather expressions of interest; out-of-home and counter advertising build metro and feeder-suburb awareness that drives display-suite visits. A launch usually runs several of these at once, phased from teaser to sales.
How much does it cost to market a property development?
Project campaigns run large. Portal packages and metro out-of-home are the biggest line items, often tens of thousands across a launch. Targeted layers cost less: letterbox drops are cents per home, and counter advertising is sold by quote, exclusive or shared, aimed at chosen feeder suburbs - ask us for a rate.
How do developers reach the right buyers?
By geography and life-stage. Feeder suburbs are where upgraders and downsizers already live, so campaigns target those postcodes plus investor areas and the metro at large - through portal targeting, social audiences, and counter advertising placed in the specific suburbs a project draws from.
Reach your feeder suburbs at the counter.
Tell us the project and the postcodes your buyers come from, and we'll show you which local screens are open.