The verdict in three sentences
A developer selling 3 to 10 programs a year and relying on paid property portals pays 60 to 150 EUR per lead, without ever building its own buyer database. Per-program landing pages at 2,000 to 4,000 EUR are fine for a single launch, but beyond 3 active programs a custom site at 15,000 to 30,000 EUR in France, or 25,000 to 70,000 USD in Dubai, London or Miami, with a live lot grid connected to your sales tool becomes cheaper and far more effective. A realistic timeline is 8 to 12 weeks, with maintenance at 150 to 300 EUR a month.
Landing pages or custom site: the comparison
| Criterion | Per-program landing page | Custom developer site |
|---|---|---|
| 2026 budget | 2,000 to 4,000 EUR per program | 15,000 to 30,000 EUR (25,000 to 70,000 USD in prime markets) |
| Timeline | 1 to 2 weeks | 8 to 12 weeks |
| Lot grid | Table or PDF updated by hand | Connected to the sales database, real-time status |
| Plans and visuals | Images and PDF brochure | 3D plans, virtual tour, filters by unit type and floor |
| Simulator | None | Government-backed loans, reduced notary fees, monthly payments |
| Buyer alerts | None | New program, price drop, last unit |
| Local SEO | Weak, isolated page | Pages per neighbourhood (Port Marianne in Montpellier, Dubai Hills, Canary Wharf) |
| Monthly maintenance | included or 50 EUR | 150 to 300 EUR |
The lot grid is the heart of the site: available, optioned or reserved status, floor area, floor, orientation, price including tax, downloadable plan. Connected to your tool (Adlog, Kel Promo, Salesforce or a shared spreadsheet via API), it stops buyers calling about a two-bedroom unit that is already reserved.
The real calculation: portals versus direct acquisition
| Indicator (2026 order of magnitude) | Portals only | Developer site + campaigns |
|---|---|---|
| Cost per lead | 60 to 150 EUR | 25 to 60 EUR (Google Ads, Meta, SEO) |
| Lead to appointment rate | 10 to 15% | 18 to 28% (lead already qualified by the grid) |
| Appointment to reservation rate | 15 to 25% | 20 to 30% |
| Cost per reservation | 1,600 to 6,000 EUR | 400 to 1,700 EUR |
| Data ownership | Partial | Full, reusable buyer database |
| Visibility of future programs | None | Waiting list before sales launch |
In France, the PTZ zero-rate loan simulator, extended in April 2025 to all new-build housing, is a strong lead magnet: buyers who use it share income, household size and zone, so the sales team can prepare a financing plan before the meeting. Montpellier sits in zone A and the simulator applies the matching income caps. In Dubai or London, the same role is played by a mortgage and payment-plan calculator (for example 60/40 off-plan schedules).
Mini case study
Nathalie, sales director of a Montpellier developer launching 5 programs a year averaging 30 units, currently spends 48,000 EUR a year on portal leads (about 450 leads at 105 EUR). She invests 24,000 EUR in a custom site plus 220 EUR a month in maintenance, then reallocates 20,000 EUR to campaigns. At 40 EUR per lead, she gets 500 better-qualified leads and cuts portals down to 15,000 EUR a year. In year one, total spend rises from 48,000 EUR to 61,640 EUR, but with 25% of leads reaching an appointment instead of 12%, she generates about 12 extra reservations. With a margin of 18,000 EUR per unit, the gain exceeds 200,000 EUR in year one; from year two, the acquisition budget falls to 37,640 EUR.
FAQ
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
One site per program or a single site?
A single site with a rich page per program concentrates SEO authority and the lead database. Microsites scatter the effort and cost 2,000 to 4,000 EUR at every launch.
Should we display unit prices?
Yes, it is recommended: pages showing prices get 30 to 50% more qualified leads. Status updates automatically through the sales database connection.
Are 3D plans and virtual tours included?
Integration is included; production depends on your visualisation studio. Allow 1,500 to 4,000 EUR per virtual tour of a show apartment.
How do we handle program legal notices?
Each page shows the mandatory notices (non-contractual visuals, loan scheme conditions, estimated notary fees) and a link to the specification document. The CMS centralises them to avoid omissions.
Can the site feed our CRM?
Yes, every lead goes into HubSpot, Salesforce or your industry tool with the program and unit viewed. Integration costs 1,500 to 3,500 EUR depending on the tool.
Let's scope your project. We price your developer site based on your number of programs, sales tool and simulators, with an indicative budget of 15,000 to 30,000 EUR (25,000 to 70,000 USD in prime markets) and an 8 to 12 week timeline. 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.
