Marketing Without a DA? It’s Risky But Done Right, It Can Work

Conventional wisdom says you should wait for DA approval before starting your marketing. After all, why spend money before you’re certain the project can proceed?

But what if there’s a way to build brand, capture attention, and nurture future buyers without overcommitting? It’s about smart, low-risk activity that sets the stage for faster sales once the green light drops.

The most successful off-the-plan campaigns are building interest, gathering leads, and warming buyers months before the display suite even exists.

And if you're sitting on your hands waiting for paperwork, you're giving your competitors a massive head start.

Why Waiting Costs You More Than Time

Time isn’t the only thing you lose when you delay marketing:

• You miss the early hype cycle (AKA: peak curiosity window)

  
  

• You leave valuable lead data on the table

  
  

• You force your sales team to start cold instead of warm

  
  

By the time you’re “ready to launch,” another project has already captured your buyer’s attention and your slice of the market just got smaller.

Early Marketing = Early Momentum

Smart developers treat early-stage marketing like a teaser trailer. 

You're not hard selling, you’re:

• Building anticipation

• Introducing the vision

• Capturing interest

• Positioning your brand

  
  

And by the time your official launch hits, you’ve already got:

• A warm list of potential buyers

• Social proof and brand awareness

• A shorter path to contracts

What You Can Do Before DA Approval

1. Lock In Your Project Brand Start with identity: name, logo, tone, story. This gives your marketing team the foundations to build from and creates early recognition.

2. Launch a Teaser Landing Page Even a simple “Coming Soon” site with a lead form can start capturing early interest. Bonus points if it offers something of value (like a suburb profile or launch alert signup).

3. Build Your Waitlist Funnel Run early digital ads with a value-based offer. Think: “Be first to preview”, “Register for VIP updates”, or “Get the floorplan before public release.”

4. Share the Journey on Socials Behind-the-scenes shots, planning updates, area highlights start telling your story early. Let people buy into the process, not just the product.

5. Educate With Content Use email or blog content to answer early questions: What’s coming? Why this location? Who’s behind it? What makes it different?

DA approval might feel like the starting line but in reality, marketing should already be in full swing by then.

Buyers need time. Trust takes time. And in a crowded market, first impressions aren’t just nice they’re necessary.

So don’t wait until it’s official to make your move.

Start before you're “ready” and you'll be ready when it counts.