Three Ads You Should Be Running Before the Display Suite Is Finished

The paint isn’t dry. The landscaping isn’t in. The suite still smells like plasterboard. So, you wait.

You delay the campaign. You hold off on running ads. You tell yourself it’ll be better once you’ve got fresh photography and a styled walkthrough.

But here’s the problem.

Waiting to market until the display suite is finished kills your momentum. By the time you’re ready to go live, buyers have already enquired somewhere else, signed an EOI or forgotten your project exists.

In this blog, we’ll show you three smart ad types you can run before the suite is even close to being done  to build your list, test your message and create early demand.

Why Early-Stage Marketing Matters

Off-the-plan marketing isn’t just about the official launch. It’s about getting the right people interested at the right time, even if you don’t have glossy photos yet.

Buyers at this stage are more emotionally open, more curious and more willing to explore options. You’re not selling a product. You’re selling the promise of what’s coming.

So let’s talk about the ads that do that well.

1. The Lifestyle Teaser Ad

What it is: An ad that sells the future lifestyle, not the product.

When to use it: 6 to 10 weeks before launch. Perfect for early-stage buzz.

Why it works: Buyers care about how life will feel in their new home more than how the kitchen looks on day one. Use location cues, community benefits, and aspirational messaging to grab attention.

Example themes:

• "A new way to live in Glen Waverley"

• "Where mornings start with a view and a short walk to coffee"

• "First-home freedom starts here"

Pair it with simple graphics, light animation or mood-led photography. The CTA should invite buyers to register for early access or VIP updates.

2. The EOI Builder Ad

What it is: An early callout that frames the project as limited and exclusive.

When to use it: 4 to 6 weeks before launch or when you want to start collecting EOIs.

Why it works: It taps into FOMO and gives you a clear way to filter serious buyers. You don’t need the suite ready to start collecting EOIs. You just need a clean offer.

CTA examples:

• "Secure your spot before public release"

• "Limited apartments available in stage one"

• "Join our priority list before it sells out"

Run this with a basic landing page that confirms their submission and sets the expectation that a team member will be in touch.

3. The Problem-Solver Ad

What it is: An ad that speaks directly to a frustration your buyer already has.

When to use it: Anytime before launch. Especially if you’re targeting upsizers, downsizers or first-home buyers.

Why it works: Most project ads only talk about features. A great pre-launch ad speaks to a specific pain point and offers your project as the answer.

Examples:

• "Still renting? Start owning for less than your weekly rent."

• "Sick of stairs? Our oversized single-level apartments just launched."

• "Own a townhouse with two car spaces and zero body corp fees."

This type of ad positions your project as a solution, even before you show the product.

What All Three Ads Have in Common

• They work without renders or styled interiors

• They build curiosity, not just clicks

• They help you test which messages are landing

• They create warm leads you can nurture before the suite is ready

And best of all, they give your campaign momentum  not just a start date.

Your marketing shouldn’t wait for the display suite to be finished. It should make people excited for when it is.

By running the right ads early, you don’t just fill a database. You build anticipation, test your message and arrive at launch day with an audience already engaged.

Start before you’re ready, and the rest of your campaign will run smoother from the start.