Sales and Marketing for Residential Projects – 101 Virtual Course

Course Summary

Part of UDIA WA’s Virtual Classroom Series, Sales & Marketing for Residential Projects – 101 focuses on equipping attendees with the knowledge and practical skills needed to successfully position, brand, and sell residential property developments in today’s competitive market. 

This industry-focused series is delivered through three 90-minute online sessions over consecutive weeks. By the end of the course, you’ll have the confidence and competence to develop effective sales and marketing plans, assess market position, align product mix and pricing strategies, build compelling project brands, and implement successful sales campaigns.

Virtual course registration is on individual basis. Upon registration, each participant will receive a link to access the session. You can join the webinar from any device and location that suits you. Please note that this is a virtual series, and participants are expected to keep their cameras on and microphones off, except during Q&A sessions and interactive exercises.

Who Should Attend?

• Development industry professionals working in complementary roles in residential property development (e.g. Project managers, planners, those working in finance)
• Recent university or school graduates looking to enter the development industry 
• Real estate agents wanting to upskill in project sales and marketing 
• Interstate or overseas investors wanting to understand the market in Western Australia
• Those new to the WA development industry seeking to build their local knowledge

Course Outline

Webinar One: Understanding the Market & Positioning the Project

The Role of Sales & Marketing in Project Success:

• How early marketing input improves project outcomes.
• The collaboration between project teams, marketers, and sales agents.

Market Research & Analysis:

• Understanding the local residential market context.
• Tools and data sources for assessing demand, demographics, and competition.
• Interpreting market cycles and buyer behaviours.

Project Positioning Fundamentals:

• Identifying the project’s value proposition.
• Determining your project’s unique selling points (USPs).
• Segmenting the market and defining buyer personas.

Webinar Two: Informing product design, pricing & brand development

Product Mix & Pricing Strategy

• What influences your product mix? (lot sizes, configurations, house types, target buyers).
• Pricing considerations: market, margin, psychology, and flexibility.
• Using incentives (bonuses, rebates, inclusions) strategically.

Developing a Brand for the Project

• Naming, messaging, and visual identity.
• Creating emotional connection with buyers.
• Tailoring branding for different buyer segments (e.g. FHBs, downsizers, investors).

Public Relations & Reputation Management

• Community relations and stakeholder engagement.
• Managing media relations and project visibility.
• Crisis communication and issue response.

Webinar Three: Marketing Strategy & Sales Implementation 

Marketing Strategy Components

• Building awareness, generating leads, and nurturing buyers.
• Choosing channels: digital (social media, SEM, EDMs), print, signage, events, referral networks.
• Budgeting and campaign scheduling

Sales Strategy & Execution

• Managing a sales team or agency.
• Display homes, sales offices, online experience.
• CRM and lead conversion tracking.

Pricing Adjustments & Incentive Timing

• Responding to sales velocity and market shifts.
• Reviewing pricing and incentives throughout the campaign.
• Stock clearance and project completion strategies.

Presenters

Presenters, comprised of local Industry experts, to be announced soon.

Pricing

Ticket purchase is on an individual basis and only the ticket holder can join and listen to the sessions. Recording and dissemination of any sessions by participants is not permitted.

To obtain member rates please use your company email when registering. All prices are inclusive of GST.

Member: $400 pp 

Non-Member: $550 pp

Rules of engagement

• You can join the webinar using your own device, from any location that suits you. This is a virtual and not in-person series.
• Registered participants will be provided with a link to access the session. This is not to be shared with others.
• It will be a camera on, microphone off (unless speaking) situation.