Real Estate · Scenario 14

New-Build Condo Sales

Buyers say they want everything; their deposits say otherwise. We use conjoint analysis to learn which features actually move a sale, and price the options accordingly.

Method · Conjoint / part-worth modelling

The situation

A development sells faster when its floor plans, finishes and option packages match what buyers truly value — but ‘ask the sales team’ produces a wish-list, not a willingness-to-pay. Developers routinely over-invest in features that don’t sell units and under-price the ones buyers would happily pay more for.

Without a quantitative read on trade-offs — balcony vs square footage, parking vs price — option pricing and the marketing message are set by intuition, and absorption suffers.

Wish-lists
instead of trade-offs
Guesswork
on option pricing
Slow
absorption pace
No model
of feature value

Where we dig for the truth

We run a conjoint study on prospective buyers, then estimate the part-worth — the real dollar value — of every feature and option.

Conjoint survey responsesProspect demographicsPast sales & options chosenCompetitor offeringsFloor-plan attributesPrice-point sensitivity
What buyers actually value (part-worths)Relative utility of each feature, from conjoint analysis0305989118100Extra bedroom82Parking spot55Balcony48Premium finish40High floor

An extra bedroom and parking dominate; premium finishes that cost the developer dearly barely move the decision. The model says where to spend and what to charge.

Our approach — Conjoint Analysis

Conjoint analysis forces buyers to make realistic trade-offs, revealing the dollar value of each feature. We re-package options around what buyers will pay for, price the high-utility upgrades to their true worth, and steer the build budget away from features that don’t sell.

The sales message and floor-plan mix are rebuilt around the highest-utility attributes, so marketing leads with what actually converts a deposit.

From a feature wish-list to priced trade-offs1Run conjointSurvey prospects withrealistic feature/pricetrade-offs.2Estimate valueCompute the part-worthof every feature andoption.3Re-price optionsCharge for high-utilityupgrades; cut low-valuespend.4Lead with valueBuild the sales messagearound what convertsdeposits.
Sales funnel after re-packagingProspects to signed depositsSTEP RATERegistered prospects1,400Booked a tour56040%Configured a unit28050%Signed deposit16860%

Aligning options and message to real buyer utility lifts every step of the funnel — most sharply at configuration, where value perception decides.

What changes

Same building, options and message tuned to evidence. Representative for a mid-rise launch phase.

Representative 90-day movementTour-to-deposit19%30%▲ +11 ptsAvg. option revenue$14k$23k▲ +64%Absorption pace6/mo9/mo▲ +50%Revenue / unit$512k$548k▲ +7%
Where the uplift comes from+7%revenue / unitHigher option uptake44%Faster absorption34%Re-priced upgrades22%
Why this is not "social media management"
We didn't just render glossier brochures. We measured what buyers will actually pay for and rebuilt the pricing and pitch around it. Conjoint analysis is consumer science doing the heavy lifting behind the marketing.

Frequently asked questions

How do you know which features condo buyers will pay for?
We run a conjoint study where prospective buyers make realistic trade-offs, then estimate the part-worth — the real dollar value — of each feature and option. The build budget and option pricing follow what actually drives a deposit.
What is conjoint analysis?
Conjoint analysis is a survey-based statistical technique that reveals how people value different attributes by forcing trade-offs (for example, extra square footage versus a balcony), rather than rating a wish-list.
How is this different from a marketing brochure?
A brochure sells what you think matters; conjoint tells you what buyers will actually pay for, so you price options correctly and lead with the features that convert. Book a marketing audit.

Want this run on your numbers?

Let us run a conjoint study on your prospects and price your options to real demand.

Book a marketing audit
Back to Real Estate