The verdict in three sentences
For a property developer in London launching 3 to 6 schemes a year, a dedicated development microsite costs 10,000 to 30,000 GBP in 2026, interactive availability and floor plans included. Profitability hinges on the cost per buyer enquiry, currently 40 to 120 GBP depending on the channel, and on how cleanly enquiries flow into your sales CRM. With a reusable technical platform, each new scheme goes live in 4 to 6 weeks for a fraction of the first one's cost.
What a microsite that sells actually contains
A buyer looking at a two-bed in Woolwich or an off-plan townhouse in Barking compares 4 to 8 developments on their phone before booking a viewing. They want price, size, floor, aspect and completion date first. An effective microsite gives those answers in three taps and captures the enquiry at the moment they hesitate between two units.
| Component | Sales purpose | 2026 budget (GBP) |
|---|---|---|
| Development page (CGIs, area guide, specification) | Create desire and place the scheme | 2,500 to 6,000 |
| Live availability table (price, size, floor, status) | Answer the price question without a call | 1,500 to 4,000 |
| Interactive plans (clickable elevations and floors) | Let buyers pick their unit and view | 3,000 to 8,000 |
| Mortgage and stamp duty calculator | Qualify buying power | 1,200 to 3,000 |
| Contextual forms (per unit, viewing, brochure) | Capture qualified enquiries | 800 to 2,000 |
| Developer CRM connector | Instant assignment to a sales negotiator | 1,500 to 4,000 |
| Conversion tracking (Google Ads, Meta, portals) | Measure cost per enquiry | 700 to 1,500 |
| Compliance pack (CGI disclaimers, UK GDPR, accessibility) | Reduce legal risk | 600 to 1,500 |
The first scheme carries the platform design cost. Later schemes reuse the templates: only content, CGIs and plans change, which usually brings the budget to the low end of the range.
Cost per enquiry: the only metric that matters
A London developer typically spends 30,000 to 90,000 GBP on marketing per scheme (marketing suite, hoardings, portals, campaigns). The microsite is the landing point for all that traffic. If it converts poorly, every pound spent elsewhere loses value.
| Acquisition channel | 2026 cost per buyer enquiry (GBP) | Average quality |
|---|---|---|
| New-homes portals | 70 to 120 | Good, but shared with competing schemes |
| Google Ads to the microsite | 50 to 95 | Good with a precise scheme page |
| Meta Ads to the microsite | 40 to 80 | Variable, qualify fast |
| Microsite organic search | 15 to 35 (amortised) | Very good, strong intent |
| Marketing suite and site hoardings | 30 to 70 | Excellent, local buyer |
| Referrals and existing database | 8 to 25 | Excellent |
Lifting a scheme page conversion rate from 1.5% to 3% halves your paid cost per enquiry. That is where interactive plans and live availability pay for themselves: a buyer who has picked « their » unit fills in the form.
Timeline and budget by launch rhythm
| Scenario | Content | Budget (GBP) | Timeline |
|---|---|---|---|
| Simple microsite | 1 scheme, availability table, forms, email to CRM | 10,000 to 14,000 | 4 weeks |
| Full microsite | Interactive plans, calculator, CRM connector | 16,000 to 30,000 | 5 to 6 weeks |
| Multi-scheme platform | Reusable template, unit back office, first scheme included | 35,000 to 55,000 | 8 to 10 weeks |
| Next scheme on the platform | Content, plans, CGIs | 5,000 to 10,000 | 2 to 3 weeks |
| Maintenance and hosting (market) | Updates, backups, availability updates | 150 to 450 per month | Ongoing |
From 3 schemes a year, a multi-scheme platform becomes cheaper than standalone microsites. It also keeps the brand consistent and centralises sales data.
Mini case study
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Sophie, marketing director of a London developer (illustrative profile), launches 4 schemes a year and currently buys most enquiries on portals at 95 GBP each, about 200 enquiries per scheme. She commissions a multi-scheme platform at 45,000 GBP, then each further scheme at 7,500 GBP. If 40% of enquiries now come through the microsite at 55 GBP instead of 95, she saves 80 enquiries × 40 GBP = 3,200 GBP per scheme, or 12,800 GBP a year. More importantly, with 8% of enquiries turning into reservations, the 2 or 3 extra sales from better conversion far outweigh the site budget.
FAQ
One microsite per scheme or a page on the corporate site?
A corporate page is enough for a 10-unit scheme. Above 25 units, or once campaigns exceed 30,000 GBP, a dedicated microsite with its own domain converts better and is easier to measure.
Are interactive plans worth 3,000 to 8,000 GBP?
Yes, if availability is updated live. A buyer who sees only 3 south-facing two-beds left acts faster, and viewing requests often rise by 20 to 40%.
Which developer CRMs can be connected?
Most property sales CRMs and general CRMs expose an API or accept structured email leads. The connector costs 1,500 to 4,000 GBP depending on the tool.
How long should the microsite stay live?
Until completion and the last sale, then 6 to 12 months as a reference. Budget 150 to 450 GBP a month for hosting and maintenance.
Which disclaimers does an off-plan scheme need?
State that CGIs are indicative, the conditions of displayed prices, the estimated completion date and your privacy policy. Allow 600 to 1,500 GBP for a reviewed compliance pack.
Let's scope your project. Tell us your launch rhythm, the number of units per scheme and your CRM: we will price a microsite or a multi-scheme platform with an indicative budget and delivery in 4 to 10 weeks. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
