A system built around the launch.
Most agencies deliver services. SCHEME delivers a system. Every engagement follows the same four-phase process — adapted to the development, the market and the moment.
BEFORE ANYTHING ELSE
Position
Understand before you create.
The most common mistake in development marketing is starting with creative work before the strategic foundations are in place. A logo before a name. A website before a positioning. A campaign before a buyer profile.
We start every engagement with a positioning phase. This is not a workshop or a discovery session — it is a structured process of research, analysis and decision-making that produces a clear strategic brief for everything that follows. We look at the development itself: the location, the product, the planning context, the competition. We look at the buyer: who they are, what they want, what they are comparing this development against. We look at the commercial objective: the price point, the sales timeline, the exit strategy. From this we produce a positioning document — the single most important piece of work in any launch. It defines what the development stands for, who it is for, what it should be called, and how it should be presented to market.
Strategy is not a phase you skip to save time. It is the thing that makes everything else faster.
WHAT WE DELIVER
CREATING THE SYSTEM
Build
Build everything at once.
Once the positioning is agreed, we move into the build phase. This is where the development identity, digital tools and marketing assets are created — not in sequence, but in parallel.
The identity — name, logo, colour, typography, tone of voice — is developed first, because everything else flows from it. The website, the plot finder, the CGI briefs, the print templates: all of these are built to the same system, from the same brief, by the same team. This is the fundamental difference between SCHEME and a collection of separate agencies. When the brand, the website and the marketing materials are built by different teams at different times, inconsistency is inevitable. When they are built together, as a system, the result is coherent. The build phase typically takes six to ten weeks, depending on the scale of the development and the complexity of the digital tools required.
Coherence is not a style choice. It is the result of building everything from the same brief.
WHAT WE DELIVER
GOING TO MARKET
Launch
Launch as a moment, not a trickle.
A development launch is a moment. It should feel like an event — a coordinated release of content, campaign activity and sales collateral that creates awareness and generates enquiries.
We plan and execute the launch programme in the weeks before the development goes live. This includes the social content calendar, the email campaign to the registered interest list, the portal listings, the PR outreach and any paid media activity. The launch is not the end of the marketing process — it is the beginning of the sales process. The goal is not coverage; it is enquiries. Every piece of launch activity is designed to drive traffic to the website and convert that traffic into registered interest. We manage the launch programme directly, working alongside the developer's sales team to ensure that the marketing and sales activity is coordinated and that enquiries are handled promptly.
A launch that nobody notices is not a launch. It is a publication.
WHAT WE DELIVER
THROUGH TO COMPLETION
Support
Stay with it until the last plot is sold.
Most agencies disappear after the launch. SCHEME stays with the development through the entire sales period — updating the website, managing the plot finder, producing ongoing content and optimising the campaign.
The sales period for a residential development can last months or years. During that time, the marketing needs to adapt: plots sell, availability changes, new house types are released, seasonal campaigns are needed. The website needs to be kept current. The plot finder needs to reflect live availability. The social channels need consistent content. We provide a retained support service that covers all of this — a single point of contact for all ongoing marketing activity, with a clear scope of work and a predictable monthly cost. This is not account management. It is active marketing support, delivered by the same team that built the system.
The development is not done until the last plot is sold. Neither are we.
WHAT WE DELIVER
Property first
We understand development before we understand marketing. The product, the location, the buyer — these come before the brief.
One system
Strategy, identity, digital and marketing built together, from the same brief, by the same team. No handoffs. No inconsistency.
Built to launch
Everything we create is designed to sell. Not to win awards. Not to impress other agencies. To sell homes.
TELL US ABOUT YOUR DEVELOPMENT.
We work with developers, landowners and property businesses at every stage — from land acquisition to final plot. Tell us where you are and we'll tell you where to start.