The verdict in three sentences
For a 60-unit new build development, the development microsite is the sales asset with the lowest cost per buyer lead. A budget of 8,000 to 18,000 EUR excl. VAT all-in (site, dynamic plot availability grid, 3D tour) pays off as soon as cost per lead drops below the portals, at 40 to 120 EUR in 2026. The site must go live 4 to 6 weeks before the sales launch to capture the pre-reservation phase. The figures below come from a regional French developer in Nantes; London agencies typically quote 20 to 35 % more for the same scope.
What buyers expect from a development website in 2026
A first-time buyer or a buy-to-let investor compares three criteria before calling: price by unit type, real availability and the ability to picture themselves in the home. A site that points to a static PDF brochure loses these leads to the portals, where you pay for each one.
| Microsite component | Sales role | Indicative 2026 cost (order of magnitude, excl. VAT) |
|---|---|---|
| Development microsite (5 to 8 pages, responsive) | Presentation, neighbourhood, specifications | 4,000 to 12,000 EUR |
| Dynamic availability grid (status, price, plans) | Enquiry on a specific unit, urgency | 2,000 to 6,000 EUR |
| 3D tour or virtual show flat | Projection, qualification before viewing | 1,500 to 5,000 EUR |
| Mortgage calculator (help to buy, monthly payments) | Removes the budget objection | 800 to 2,500 EUR |
| CRM connection (forms, appointment booking) | Follow-up by sales within 24 h | 1,000 to 3,000 EUR |
| Conversion tracking and Meta/Google campaigns | Measures cost per lead | 600 to 1,500 EUR |
Microsite, portals or campaign landing page: cost per lead compared
Property portals remain useful for volume, but their cost per lead climbs on new build schemes where developers compete hard. The microsite, fed by targeted campaigns and local SEO ("new build apartments Nantes", "new homes Zone 2 London"), produces cheaper and better qualified leads.
| Acquisition channel | Cost per lead 2026 (estimate) | Lead to viewing rate | Data ownership |
|---|---|---|---|
| New build property portals | 40 to 120 EUR | 8 to 15 % | Low |
| Microsite + Meta campaigns | 15 to 45 EUR | 12 to 20 % | Full |
| Microsite + local Google Ads | 25 to 70 EUR | 15 to 25 % | Full |
| Microsite + local SEO | 5 to 20 EUR (after 4 months) | 15 to 25 % | Full |
| Sales suite only (walk-ins) | Variable | 20 to 35 % | Partial |
Typical timeline: from order to sales launch
| Week | Stage | Watch point |
|---|---|---|
| W1 | Scoping, collecting plans and CGIs | Price sign-off by the committee |
| W2 | Mock-ups and copywriting | Off-plan legal notices, non-contractual visuals |
| W3 to W4 | Development, availability grid, 3D tour | Sync unit status with sales administration |
| W5 | Testing, CRM connection, tracking | Sales response time under 24 h |
| W6 | Launch and pre-reservation campaign | Media budget ready before opening |
Kolonell supports this kind of project: on our grid, a Premium site with custom components sits between 2,000,000 and 3,500,000 FCFA (3,050 to 5,340 EUR), the rest depending on CRM integrations and the 3D supplied by your visualisation provider.
Mini case study
Illustrative scenario: Claire, sales director of a regional developer, launches a 60-unit scheme in Nantes. She invests 14,000 EUR excl. VAT in the microsite and 9,000 EUR in campaigns over four months. The site generates 420 leads, about 55 EUR per lead all-in, against an average of 85 EUR on portals. With 6 % of leads converting into reservations, she secures 25 reservations. Buying the same 420 leads on portals at 85 EUR each would have cost about 36,000 EUR, against 23,000 EUR invested, a saving of roughly 13,000 EUR.
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FAQ
How much does a new build development microsite cost in 2026?
Between 4,000 and 12,000 EUR excl. VAT for the site alone, and 8,000 to 18,000 EUR with a dynamic availability grid and 3D tour. The price depends mainly on the number of units and CRM integrations.
Should the availability grid be connected to the sales administration software?
Ideally yes, to avoid showing a unit that is already reserved. A simple sync costs 2,000 to 6,000 EUR and removes daily manual updates.
When should the site go live?
4 to 6 weeks before the sales opening, to build a pre-reservation list. Schemes that launch the site together with the sales suite often lose 20 to 30 % of early leads.
Can the site be reused for the next development?
Yes, with a shared template each new scheme costs 30 to 50 % less. It pays off from 2 to 3 schemes a year.
What legal notices are needed?
Off-plan sale notices, non-contractual CGIs, tax scheme conditions and GDPR on forms. Plan half a day of legal review.
Let's scope your project. Tell us the number of units, the launch date and your CRM tools, and we will price a development microsite deliverable in 4 to 6 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.
