Targeting Pre-Construction Buyers in a Cooling Market
Hey there, real estate pros! If you’re in the game of selling homes—or helping folks buy them—you’ve probably noticed the market’s taking a breather. Prices are softening, inventory is piling up, and pre-construction buyers are feeling the pinch. But here is the silver lining: this cooling market is a golden opportunity to touch base with a special audience—those who purchased pre-construction bargains two years ago and are now facing a tricky situation. Let’s analyze how to target these buyers and turn pitfalls into triumphs.
Why Pre-Construction Buyers Matter Now
Earlier, in 2021 or 2022, the pre-construction condos were the hot item—buyers snapped them up in hopes of astronomical appreciation. Now in 2025, the market has cooled. Appraisals are coming back 20-30% lower than the sale prices, with buyers desperate to get a deal closed or making tough choices. These aren’t cold leads—these are motivated, sometimes panicked and asking for guidance. That’s where you come in.
How to Reach Them
So how do you get in front of those buyers? Meet their needs intelligently and sensitively:
Educational Content: Blog posts or videos, such as “What to Do If Your Pre-Con Appraisal Tanks” can attract them. Break down financing gaps or resale opportunities to them—they will thank you.”
Social Media Ads: Target ads with messages like “Having Trouble with a Pre-Con Deal? Let’s chat”. Use the likes of Instagram or Facebook to target local markets.
Email Campaigns: Build a list using a lead magnet—like a free “Pre-Construction Survival Guide”—and nurture them with tips and incentives.
Webinars: Host a brief seminar on “Buying in Today’s Market as a Pre-Con.” It’s a chance to establish your authority and get contact information.
Turning Leads into Clients
Once you’ve got their attention, seal the deal. Offer personalized consults to solve their appraisal woes or connect them with lenders who get the pre-con struggle. Highlight your value—whether it’s negotiating power as a broker or market insight as an agent. In a cooling market, trust and solutions are your currency.
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