The verdict in three sentences
A developer launching 6 new-build projects a year should stop commissioning a throwaway website per project: a microsite platform at 20,000 to 50,000 EUR (about 30,000 to 75,000 CAD) lets you publish a new project in 5 days. Combined with a live unit availability grid and the sales CRM, it brings cost per lead down from 80 to 150 EUR on portals to 35 to 60 EUR through direct acquisition. Whether in Lille or Toronto, break-even comes within the first year from about 800 leads a year.
Portals versus your own platform: the real cost per lead
New-home portals and project comparison sites charge per qualified contact. Microsites capture demand through Google Ads, Meta and local SEO.
| Acquisition channel | 2026 cost per lead | Lead quality | Data retained |
|---|---|---|---|
| New-home portals (package or per contact) | 80 to 150 EUR | Medium, often shared with other developers | Partial |
| Project comparison sites | 100 to 180 EUR | Variable | Partial |
| Google Ads to microsite | 35 to 60 EUR | Good, local intent | Full |
| Meta Ads to microsite | 25 to 50 EUR | Medium, needs qualifying | Full |
| Microsite local SEO | 5 to 15 EUR (amortised cost) | Very good | Full |
| Site hoarding with QR code | 10 to 20 EUR | Very good, local residents | Full |
The gain is not only price: a lead captured on your microsite is not simultaneously receiving offers from three competitors.
Microsite platform budget
| Module | 2026 range (excl. tax) | What it delivers |
|---|---|---|
| Developer corporate site | 6,000 to 12,000 EUR | Track record, values, current projects |
| Reusable microsite template | 5,000 to 12,000 EUR | New project live in 5 days |
| Live unit availability grid | 3,000 to 8,000 EUR | Availability, prices, downloadable floor plans |
| 3D tour and interactive plans | 2,000 to 8,000 EUR per project | Matterport or 3D rendering, configurator |
| CRM connection (Salesforce, HubSpot, others) | 2,000 to 6,000 EUR | Lead routed to the right sales agent |
| Mortgage and closing-cost calculator | 1,000 to 3,000 EUR | Strong argument for first-time buyers |
| Tracking and dashboards | 1,000 to 3,000 EUR | Cost per lead and per reservation, by channel |
| Platform total | 20,000 to 50,000 EUR (30,000 to 75,000 CAD) | Timeline 10 to 14 weeks |
In Toronto, agency rates are typically 20 to 40% higher than in northern France, so the same scope often lands between 40,000 and 100,000 CAD. The availability grid is what converts: a visitor who sees there are 4 south-facing two-bedroom units left on the second floor fills in the form 2 to 3 times more often than with a simple brochure.
Recurring costs and KPIs to track
| Indicator | Typical starting value | 12-month target |
|---|---|---|
| Average cost per lead | 110 EUR | 45 EUR |
| Lead to appointment rate | 15 to 20% | 25 to 30% |
| Appointment to reservation rate | 20 to 25% | 25 to 30% |
| Time to put a project online | 6 to 8 weeks | 5 days |
| Maintenance and hosting | not applicable | 800 to 2,000 EUR per month |
| Media budget per project | 0 EUR (portals) | 4,000 to 10,000 EUR |
Mini case study
Thomas, marketing director at a developer in Lille, launches 6 projects a year across the metropolitan area. He buys 1,200 leads a year at an average of 110 EUR, i.e. 132,000 EUR.
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With the platform at 35,000 EUR and cost per lead brought down to 45 EUR (Google Ads, Meta, SEO), the same 1,200 leads cost 54,000 EUR. Gross saving: 78,000 EUR per year. After 18,000 EUR of annual maintenance, the net gain reaches 60,000 EUR per year. The platform pays for itself in about 7 months, and every subsequent project launches without new development. A Toronto developer with higher portal fees typically sees a similar or faster payback.
FAQ
Should we drop portals completely?
No. Keep them for projects in their launch phase, then reduce their share to 20 to 30% of leads once microsites are indexed and campaigns are tuned.
Microsites on subdomains or inside the main site?
Subfolders of the main site concentrate SEO authority. A dedicated domain is justified for large projects of more than 100 units with their own brand.
Can the availability grid sync with our sales software?
Yes, via API or scheduled export. Budget 2,000 to 5,000 EUR depending on the tool, with updates every 15 minutes to one hour.
How much does a 3D tour per project cost?
From 2,000 EUR for interactive 3D plans to 8,000 EUR for a virtual show suite with a finishes configurator.
How fast do the first leads arrive?
With Google Ads, within the first week. Local SEO on a microsite produces steady leads between month 3 and month 6.
Let's scope your project. Tell us how many projects you launch per year, your current cost per lead and your CRM, and we will price the platform, the templates and the launch 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.
