Winning More Sales in Today’s Tougher Market.

Author | Paul Skuse, Oakfield Marketing

Everyone’s hearing the same thing in property development right now:

“It’s quiet out there. We’re doing everything we can. We’ll just need to sit tight until the market returns.”

Yet, the reality isn’t universally bleak. Amidst a challenging market, there are some developers, especially boutique developers who aren’t just surviving—they’re thriving.

So, what’s their secret?

They understand something crucial: sales success today isn’t about ticking off a basic checklist. It’s not about just listing on Rightmove and leaving. It’s about pushing harder, digging deeper, and relentlessly executing a clearly defined and strategic marketing playbook. It’s about consistency and commitment to creating not just one or two, but all the essential touch points required to lead buyers smoothly from first awareness through to enquiry, from enquiry to viewing, from viewing to reservation, and from reservation through to exchange and completion.

In fact, studies and real-world data consistently show it takes around 8-12 touch points before a potential buyer moves forward significantly in the sales funnel. These touch points can range from tailored email marketing, engaging social media content, and targeted online ads to personal phone calls and highly focused face-to-face meetings.

Take Campbell Buchanan as a prime example.

At Oakfield, we oversee their entire marketing strategy and playbook. Campbell Buchanan’s success isn’t accidental. While many others are pulling back or merely hoping for better times, they’re actively creating more opportunities. They’re persistently engaging with their prospective buyers, nurturing deeper relationships, and ultimately closing more sales than their competition.

The difference is clarity, relentless focus, and sheer hard work. Campbell Buchanan’s team doesn’t settle—they continually refine their messaging, understand their buyers’ psychology, and meticulously manage every step of their sales journey. At Oakfield, we partner closely with them at every stage, analysing the data and continuously enhancing and improving their approach. This collaborative effort isn’t easy, but it’s precisely why they’re achieving remarkable results even when others are struggling.

But here’s the key takeaway: It’s not just about doing more—it’s about doing the right things consistently, strategically, and with relentless execution. The market rewards developers who double down on their efforts, maintain visibility, build strong relationships, and consistently move buyers toward the decision-making stage.

In today’s market, the winners are clear: those who are willing to invest more effort, maintain persistent engagement, and drive relentless execution.

Looking ahead, we’re diving deeper into this crucial topic.

Later today, I’ll be in with Savills, interviewing George Cardale, to discuss how these principles align with his renowned ‘5 P’s’ of property marketing and sales success. During this interview we’ll be unpacking how each ‘P’—particularly Promotion—plays a pivotal role in achieving exceptional results, especially in these presently tougher markets.

Stay tuned for this insightful conversation in our next blogs.

In the meantime, if you’re committed to enhancing your sales and marketing strategy and want to thrive rather than just survive, it might be time to reassess your current approach.

Contact me today, to schedule your personalised strategy session.