The launch event gets all the attention: the sample flat, the flowers, the newspaper jacket. But for many buyers, your project's real launch happens on a phone, when they first search for it.
Here is a practical plan for the first 30 days online, for a builder launching a new project in a city like Pune, Hyderabad or Bengaluru. It assumes a small team and no agency.
Before day one: registration first
Before you advertise anything, make sure the project is registered with your state's RERA authority, if it needs to be. In general, RERA rules do not allow a project that requires registration to be advertised or marketed before it is registered, and that generally covers online promotion too. The details differ by state, so check with your state authority or your consultant.
Once you have the registration number, gather the facts you will use everywhere:
- RERA registration number
- Unit types with carpet areas
- Price range and inclusions
- Registered completion date
- Exact site address and map pin
- Floor plans and a few real photos
Agree on these once, in writing, so that the website, brochure, portals and channel partners all say the same thing from the start.
Week one: the project page goes live
Put up one proper page for the project on your own website, with a clean, permanent address like yourcompany.in/projects/project-name. Include the facts above as plain text, not only inside images or a PDF, and add an enquiry form that asks for very little.
Then tell Google about it. Google Search Console is a free tool from Google that shows whether your pages are in its index, the catalogue of pages Google can show in results, and which searches they appear for. Add your site, submit your sitemap (a file that lists your pages for search engines), and request indexing for the new project page.
If you have a sales office or site office where buyers visit, make sure it has a Google Business Profile with the right address, hours and phone number. That is what appears on Google Maps when someone nearby searches for you. There is a walkthrough in setting up a Google Business Profile for a real estate office.
Week two: spread the same facts
Now point everything else at that page.
Publish your portal listings with exactly the same numbers. Put the page address, or a QR code for it, on hoardings, site boards and newspaper ads. Send a short WhatsApp message to past buyers and to people who enquired about your earlier projects, since they already know you. Give channel partners a simple kit: the facts sheet, approved photos and the link.
Most importantly, decide who answers enquiries and how fast. A buyer who enquires on a Sunday night and hears back on Tuesday may well have booked a visit elsewhere by then. The case for replying within minutes is in the five-minute rule for property enquiries.
Week three: answer what people are asking
By now your team has had its first enquiries. Write down every question that came up more than once. Is there a covered parking space for every unit? How far is the nearest school? What is the monthly maintenance? Which banks have approved the project for home loans?
Add a short questions-and-answers section to the project page covering each one. It saves your team repeating themselves, reassures the buyers who never call, and gives Google and AI assistants clear, specific text to read.
Post your first construction update as well, even if the site is still at excavation stage. Date it, add photos, and say what happens next. It shows the project is alive.
Week four: look at what worked
At the end of the month, sit down with your sales head for an hour. Go through every enquiry and ask where it came from: the website, a portal, a channel partner, a hoarding, a referral. If you cannot tell, fix that before month two, because otherwise you will keep spending on the wrong things. Knowing which lead came from where explains a simple way to do it.
Check Search Console too. It will show whether the project page is indexed and whether people are reaching it by searching the project name.
What 30 days will and will not do
Be realistic. Within a few weeks, a well-built page can start showing up when people search your project name or your company name, because very little else on the web is about you.
Broader searches, like "new launch 2 BHK Kharadi" or "3 BHK projects near Gachibowli", are a different matter. Portals, brokers and other builders all compete for them. Showing up there typically takes six months to a year and needs steady writing: updates, locality pages, answers to buyer questions. Anyone who tells you otherwise should be asked how they know. More on this in how long it really takes a new property website to rank.
The first 30 days are about foundations: one accurate page, one set of facts, fast replies and knowing where leads come from. This week, write that single facts sheet and get it signed off. Everything else is built on it.
