Phase one: commercial diagnosis
Clarify inventory, buyer profiles, market priorities, payment logic, channel-partner role, launch window and the sales capacity available to respond. Define the few assumptions the launch must prove.
Phase two: position and proposition
Turn location, product, developer and commercial terms into one defensible reason to care. The narrative should guide the film, landing experience, agent deck, advertising and talking points without becoming one repeated slogan.
Phase three: build the demand infrastructure
Prepare tracking, pages, CRM fields, lead routing, response expectations, reporting views and market segmentation before the media plan goes live.
Run end-to-end tests using real devices and real form submissions.
- Campaign and content system
- Market-specific media structure
- Landing and brochure journey
- CRM ownership and source capture
- Sales enablement and objection library
Phase four: sequence attention
Tease only when the audience has a reason to remember. Reveal the proposition with sufficient proof. Convert interest through clear next actions. Retarget according to behaviour rather than repeating the same launch asset.
Phase five: operate the decision room
During launch, leadership needs a short cadence connecting spend, creative signals, lead quality, inventory interest and sales feedback. Decide in advance who can change budget, creative, offer emphasis and market allocation.
After the launch window, preserve the learning in an always-on demand system instead of resetting the account for the next project.