Build pre-sales without relying on discounts

This is general commentary, not advice for a particular project. Whether any of it applies depends on your market, price point, product mix, funding conditions and timing — some projects genuinely need a price adjustment, and the point is to work through the alternatives first rather than to rule it out.

When a presale target is tied to a funding milestone, the temptation is to reach for price. It is the fastest lever, and the most expensive one — every early discount sets the reference point for the rest of the release.

Structure the release, not just the campaign

Releasing everything at once removes any reason for a buyer to act today. A staged release with a genuinely limited number of available lots or residences creates a real decision point without touching the price.

• Release a defined portion of stock, and keep availability visibly current.
• Use expressions of interest and reservations to sequence buyers before contracts issue.
• Hold back the best-positioned stock rather than leading with it.

Fix presentation before price

Incomplete floor plans, missing area schedules and vague settlement timing all cost conversions. So does a price list that a buyer cannot reconcile against what they are getting.

Presale counting also needs to be disciplined. A reservation is not a signed contract, and a signed contract with outstanding conditions is not unconditional. Counting them as the same thing produces a forecast nobody can rely on — including you.

Nothing here guarantees a sales outcome. Every project has its own market, price point and timing, and presale performance depends on all three. Lenders assess presales against their own criteria.