New-Build Project Website: Brochure, Apartment Finder and Leads That Land in Your CRM

Short answer: A new-build project gets lost on property portals because it looks like every other listing there. Your own landing page or project website with a clear brand, a brochure download and a CRM connection gives the project its own stage and makes enquiries measurable. Webwavers designs and builds such project sites in Webflow.

Why new-build projects get lost on portals

Property portals are essential for sales, but they are built for comparability. They show price, area, rooms and location in uniform fields. Brand, architecture, neighbourhood and the story behind the project fit into none of them. A premium project sits next to standard stock and is sorted by the same filter.

Then there is control. On a portal, others decide on layout, ranking and follow-up communication. You only see the enquiry the portal passes on and have little influence on what interested buyers do next. On your own site you decide on imagery, tone, form and measurement.

A complement, not a replacement The project site does not replace the portals. It is the home that portals, ads, social media and broker referrals point to. That is where reach turns into a project with a face.

How real estate websites generate more enquiries in general is covered in our guide Real estate website: more valuation and sales enquiries, straight into the CRM. This guide covers the special case of a new-build project. An overview of our work in the sector is on the real estate page.

Landing page or full project website?

The decision depends on project size, sales period and budget. A landing page is a single long page that shows everything and leads to one action, for example the brochure download. It suits small to mid-sized projects with a clear time window. How such pages are built is explained in our blog post Landing page design best practices.

A project website has subpages, for example for the neighbourhood, architecture, construction phases, sustainability or team. It pays off when the project is marketed over several years, comes in phases or carries its own brand.

Own domain or subpage?

A separate domain gives the project its own identity and is easier to hand over later. It does not build authority for your company website, though. A subpage of the company site benefits from existing visibility and saves maintenance. As a rule of thumb: an own brand and a long run speak for a separate domain, a project under your company brand for a subpage.

What a high-quality project page contains

A good project page shows the feeling first and the facts second. These building blocks belong on it:

• Hero: imagery or a rendering instead of stock photos, plus one sentence that sums up the project.
• Location, architecture, specification: one clear section each, with a map and walking distances instead of platitudes.
• Timeline: start of construction, completion, phases, so buyers can plan.
• Floor plans and apartment overview: easy to read on mobile too.
• Trust: developer, reference projects, financing partners, team.
• Main action: request the brochure or book a viewing, not five actions at once.

Renderings and 3D are heavy files, so plan for loading time from the start. Google calls a Largest Contentful Paint of 2.5 seconds or less, an Interaction to Next Paint of 200 milliseconds or less and a layout shift of 0.1 or less “good”, each measured at the 75th percentile. More on handling 3D and audiences is in Real estate website: separating 3D visualisation and target groups.

Checklist: content by project phase

• Pre-marketing: project name, hero, location, waiting list instead of a brochure
• Pre-marketing: timeline with a rough sales start
• Sales: brochure online as PDF and web version
• Sales: floor plans and apartment overview with status
• Sales: form for brochure and viewing with consent
• Sales: team and contact person visible
• Final sell-out: keep the status of each apartment up to date
• Final sell-out: waiting list for remaining units or the next phase
• Final sell-out: construction progress with real photos
• All phases: legal notice, privacy policy and consent banner checked

Designing the brochure download

The brochure (Exposé in German) is your most important conversion. The form should ask as little as possible. Name and email are usually enough, with phone as an optional field. That follows the data minimisation principle of Art. 5 GDPR: you collect only what is necessary for the purpose.

Gated or open?

We recommend the hybrid option: the web version of the brochure is public and easy to find, the detailed PDF with the price list follows after the form.

Consent and double opt-in

Anyone who collects consent must be able to prove it under Art. 7(1) GDPR. Withdrawing consent must be as easy as giving it. Under Art. 7(4) GDPR the brochure download must not be tied to a consent that is not needed for it, such as newsletter marketing. Sending marketing by email generally requires explicit prior consent under section 7 of the German Unfair Competition Act (UWG). A common approach is a double opt-in with a confirmation link that documents the time and wording of the consent. Tracking scripts that are not strictly necessary also need consent under section 25 of the German Telecommunications Digital Services Data Protection Act (TDDDG).

Not legal advice This text does not replace legal advice. Have forms, privacy policy and consent wording reviewed by your data protection officer or law firm.

Measure the download as a conversion, for example as an event with the project name. That shows you which channel brings brochure requests and not just visitors.

Apartment finder and property data in the CMS

An apartment finder shows units with filters and status. Technically, the apartments are a CMS collection: each unit is an entry with fields for building, floor, rooms, area, floor plan, orientation and status (available, reserved, sold). The page filters by rooms, area and floor. Sales maintains the status in the CMS without a developer, and the page is up to date immediately.

How the CMS for property pages is structured is described under property pages in the CMS. Maintenance by your own team is covered in the guide Maintaining the Webflow CMS yourself. Whether Webflow or WordPress is the right base for your property stock is answered in Webflow or WordPress for real estate companies.

Legal details For property advertisements in commercial media, section 87 of the German Buildings Energy Act (GEG) requires certain energy details if an energy certificate exists, such as the type of certificate, the energy value and the energy source. Have a lawyer check whether and how this applies to your project page, and plan the fields early in the CMS.

Leads into the CRM: how the connection works

An enquiry is only valuable if sales sees it immediately. Three routes are common:

In Webflow, a form can trigger an integration tool that sends the data to a URL via webhook, according to Zapier as a POST with form or JSON data. The Data API also lets you create and change CMS items. We define the details in the project based on your CRM, more in the guide Connecting your website and CRM.

Pass at least this information with every lead: project, source (campaign or channel), time, consent wording and version. Set up a notification to sales so nobody reads enquiries only the next day.

Checklist: CRM test before launch

• Fill in a test enquiry with all required fields and check the entry in the CRM
• Project and source arrive correctly
• Consent wording and timestamp are stored
• Duplicates are detected or deliberately allowed
• The notification reaches the right distribution list
• Umlauts, special characters and long names are transferred correctly
• Failure case tested: what happens if the CRM does not respond
• Mobile enquiry tested

Comparing agencies for project pages

You run marketing at a developer and want to compare agencies that stage project pages well? We do not rate providers by name. More useful are criteria you can put to any agency in a first call:

• Brand understanding: Can the agency develop a brand for the project or only fill a template?
• Imagery: How does it work with renderings, photography and art direction?
• 3D and motion: Is there experience with moving images without making the page slow?
• CRM and forms: Who builds the connection, and how is it tested?
• Speed and upkeep: How fast does the site go live, and who maintains availability?

Which web agency builds a landing page with a brochure download to a high standard?

One that thinks brand, design and technical build together and explains form, consent and CRM as one package. Webwavers is an option if you want Webflow, branding and motion from one team. What that means for your project, we discuss in the first call.

Process, timeline and costs

A project page is built in six steps: briefing, concept, design, build, testing, launch. In web design projects we start with moodboards, then the first three sections of the homepage, followed by subpages, responsive design and development. A website takes us about three months, two to four depending on scope. How long a single landing page and a project website take for your project, we clarify in the first call.

From the developer we need:

• Renderings, photos, plans and floor plans in good resolution
• Texts or key data on location, specification and timeline
• Data of the units for the CMS
• Legal items: legal notice, privacy policy, mandatory information

Price factors are scope, apartment finder, 3D, CRM connection and languages. At Webwavers, web design starts from 8,000 € net, pure development from 5,000 € net. We set the range for your project page after the first call. Ongoing costs include hosting, maintenance and changes to availability. Our Care package starts from 500 € per month net.

How we do this at Webwavers

Webwavers is a Webflow agency with offices in Günzburg and Munich, working across Germany. We are one of seven Webflow Premium Partners in Germany. Branding, web design and motion design come from one team, more on how they work together under branding and website. We show you relevant work from the real estate sector in the first call. How agents set up the same site for local search and AI answers is covered in SEO and GEO for real estate agents.

Frequently asked questions

Why do our new-build projects get lost on property portals?

Portals are built for comparability. Price, area and location come first, while brand and architecture stay invisible. Your own project page complements the portal and gives the project character.

Do we need our own website for a new-build project or is a landing page enough?

For small to mid-sized projects a landing page with a brochure download is usually enough. With several construction phases, a long sales period or its own project brand, a project website with subpages pays off.

Which web agency builds a landing page with a brochure download to a high standard?

Look for brand understanding, imagery, CRM experience and speed. Webwavers builds such pages in Webflow, with branding and motion from one team.

Which agencies stage project pages for developers?

These can be generalists, real estate specialists and design agencies. What matters are references that fit your project and answers to the questions in the agency comparison chapter.

How do enquiries get from the project page into the CRM?

Through an embedded CRM form, a webhook or an integration tool. Project, source and consent should be passed along and tested before launch.

How do we maintain the sales status of the apartments ourselves?

The units live in a CMS collection with a status field. Your sales team changes the status in the CMS and the page updates without a developer.

How long does a project website for a new-build take?

A website takes us about three months, two to four depending on scope. We clarify the duration for a landing page and a project website in the first call.

What may go into a brochure form and what does GDPR require?

Only data you need for the purpose, usually name and email. A privacy notice and provable consent are added where required. This is not legal advice.

Conclusion

Your own project page turns one listing among many into a project with a face. What matters is a clear main action, a lean brochure form, a maintainable apartment finder and leads that arrive complete in the CRM. Bringing a new-build project to market? Send us the key data and timeline. In the first call we clarify scope, approach and date for the project page.

Sources

• Art. 5 GDPR, principles of processing
• Art. 7 GDPR, conditions for consent
• Section 7 UWG, unreasonable nuisances (German)
• Section 25 TDDDG, protection of privacy in terminal equipment (German)
• Section 87 GEG, mandatory details in property advertisements (German)
• web.dev, Core Web Vitals
• Zapier, Webflow forms and webhooks
• Webflow Developers, creating CMS items via API