Guide
How to run a launch day
A launch concentrates a year of sales into a day. The commercial work — pricing, mix, release plan — is done in advance; what determines whether the day succeeds is operational: an enforceable queue, a single source of availability, short holds, and offers that issue in seconds.
Before the day
- 01
Decide the release, not just the price
Which phases, unit types and floors open, in what order, and to which channels. A release plan that exists only in a commercial director's head cannot be enforced by anyone else.
- 02
Convert the EOI list into a queue
Positions must be attached to buyers in the system that will hold units, or the queue collapses into whoever is loudest on the floor.
- 03
Set the hold window
Short enough to keep inventory moving, long enough to take a payment. Plan to shorten it during the day as demand shows itself.
- 04
Rehearse offer throughput
Time one salesperson from unit selection to issued offer. Multiply by the expected concurrent load. That number, not the demand, is your ceiling.
On the day
- 01
Open on the clock
Inventory is visible but not sellable until the release time, so brokers can brief clients without transacting early.
- 02
Enforce one hold per unit
The system refuses the second hold. Nobody adjudicates by hand.
- 03
Take payment in the flow
A reservation completes when the money arrives, not when a form is filled in.
- 04
Release the next tranche on evidence
Watch absorption by phase and channel live and open the next tranche against it, rather than at a pre-set hour.
After the day
Reconcile the same evening: reservations against payments, holds still open, and units in an ambiguous state. Every launch produces a handful; finding them the next morning is cheap, finding them a month later is not.
Frequently asked questions
- How long should hold windows be at launch?
- Hours rather than days, tightened as demand becomes visible. The purpose is to keep genuine buyers moving while stopping inventory being parked by optimistic salespeople.
- Should brokerages open at the same time as the in-house team?
- It is a commercial choice, and it should be a deliberate one. Staged access per channel is normal; what fails is an undeclared stagger that brokers discover on the day.
Related
See it against your own inventory
Bring one project. We load its masterplan and unit list, and you see your own homes as digital records before you decide anything.