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Sales-led development

From the first sketch to the final apartment.

We help develop your project with the eventual sale in mind: from concept and floor plans through unit mix, specifications and pricing to professional off-plan sales. Online marketing combines Google Ads, Meta Ads, willhaben, ImmoScout24 and a dedicated project website with personal advice. You can commission individual advisory services or the sales mandate. On selected projects, we act as a project partner under individually agreed terms and responsibilities.

Planning and floor plans for a property development

The sale does not start with the brochure. It starts with the floor plan.

Unit mix, floor plans, specifications and pricing influence the eventual purchase decision. We examine these choices with you: how will the apartments be used? Does the total price fit the target buyers? Which assumptions are supported by market observation and demand? The earlier these questions enter the planning process, the more room there is to shape the outcome.

Philipp Trattner brings eight years of personal experience in property sales and marketing to this work. We translate feedback from sales discussions into specific questions about the product and price. This complements the architecture and specialist planning; it does not replace them.

"A property project loses its edge when buyers see it as interchangeable."
Philipp Trattner

Product decisions in practice

Case 1: residential project, Vienna's 23rd district

The developer wanted to position the offer at a higher price per square metre. In his previous professional role, Philipp Trattner assessed the target buyers' housing priorities using a SINUS Milieu analysis. This led to a recommendation to include a shared pool and sauna in the concept.

An example from Philipp Trattner's previous professional work: the product positioning was refined from the buyer's perspective. This is not a company reference of Trattner & Söhne. Specific comparison and outcome figures are not published.

Case 2: large-scale project, Lower Austria (over 10,000 m²)

The initial brief aimed to maximise residential floor area. The sales-led review asked a different question: what qualities does the offer need at this location? The recommendation was to reduce floor area moderately and instead provide a pool, a gym and larger garden areas.

Planning approach: a distinctive offer rather than maximum floor area. (Sales have not started. Whether the positioning works in the market remains to be seen.)

Case 3: residential project, Lower Austria

Another planning example from Philipp Trattner's professional experience: unit mix and total purchase prices were considered alongside the requirements of the location. The focus was on more efficient floor plans and a clear property and pricing structure. No separate performance claim is derived from this example.

These planning examples come from Philipp Trattner's professional experience. They illustrate different approaches, not proven sales results. Depending on the location, shared amenities or more efficient apartments may be appropriate. Project details remain anonymised; naming a project requires separate approval.

Scope of services

From reviewing the property concept to making the sale.

Concept development informed by SINUS Milieus

Lifestyles and housing priorities inform the target group, unit mix and positioning. The resulting assumptions are checked against location, price and demand.

Floor-plan optimisation & unit mix

Room layout, space efficiency, outdoor areas and storage: does the apartment fit the intended buyers' everyday needs and budget?

Test assumptions in the market

Campaigns and conversations with prospective buyers provide feedback on the concept and price. Clicks and enquiries indicate interest; they do not establish a willingness to buy.

Acquisition & sales pricing

Assess the acquisition price and apartment-by-apartment sales pricing using comparable sales, property features and market feedback. Construction costs alone do not determine a selling price.

Specification advice

Weigh specifications against the target group, practical benefit and budget: which features matter to buyers, and which mainly add cost?

Marketing strategy

Naming, positioning, project website and visualisation brief: the blueprint for sales.

Google Ads & Meta Ads

Performance campaigns in collaboration with partner agency Ad Boutique, tailored to the project, target buyers and sales phase.

Sales funnel

Landing page, qualification, appointment scheduling and CRM: enquiries are recorded, assigned and followed up in a structured process.

Professional off-plan sales

Selling before completion with a professional presentation setup: visualisations, material samples and a calm setting for purchase decisions.

Live reporting for online marketing

For online marketing, you can see demand for each apartment, lead quality and the platforms generating enquiries. This live reporting applies to properties marketed online.

Unit sales

Advise prospective buyers, conduct negotiations and prepare transactions, apartment by apartment.

Process

Six steps. One accountable lead.

01
Product analysis

Review the location, target group and plans: who is the offer intended for, and which assumptions need clarification?

02
Product optimisation

Floor plans, unit mix, specifications and prices are aligned with the actual buyer group.

03
Marketing setup

Naming, positioning, website, visualisations and the sales funnel are in place before the first advertising euro is spent.

04
Launch & campaigns

Launch campaigns, qualify enquiries and review feedback. Budget and messaging are adjusted in response to the results.

05
Off-plan sales

Personal advice and clear project documentation support the purchase decision before completion.

06
Completion & reporting

Negotiation and completion through to the final unit. Online marketing provides insight into demand, lead quality and the platforms generating enquiries.

Noma Living architectural visualisation
Project example

Noma Living: 40% sold by the groundbreaking.

A documented project trajectory with clear reference dates and separate sales and advertising metrics.

View the project

Frequently asked questions

What does sales-led development advisory mean in practice?

We assess the intended buyers and whether the floor plans, unit mix, specifications and total purchase prices fit their needs. This includes room usability, storage and outdoor space, as well as price differences between apartments. Our advice complements architecture and specialist planning; it does not replace them.

At what stage does it make sense to work together?

Ideally, before the key planning decisions have been made. This allows use, unit mix and pricing logic to be assessed together. We can also join a project already under way. Which changes remain feasible and commercially sensible depends on the planning and construction stage.

What does advisory work cost, and is the fee credited later?

We agree the scope and fee for a product review, floor-plan optimisation or sales strategy in advance. Brokerage and unit sales are commissioned under their own success-based terms. Advisory fees are not automatically credited; any project partnership is agreed separately.

What do you assess before launching sales?

We connect the intended use with the floor plans, unit mix, specifications, price differentials and marketing. A plan can be technically sound yet leave questions unanswered in sales, for example about storage or how a room will actually be used.

What does Noma Living demonstrate about selling before completion?

At the June 2026 groundbreaking, 40% of the apartments had been sold according to the confirmed project position. By August 2026, 13 of 27 had been sold, approximately 48%. These results document this project's progress, not the success of every off-plan sale. The associated advertising spend is not the full cost of sales.

What role do SINUS Milieus play in planning?

They can help assess lifestyles and housing priorities beyond simple age or income brackets. This produces testable product hypotheses, not guaranteed buyer profiles. The key remains whether the location, intended use, total price and observed demand fit together.

Can I appoint you only for sales, and what reporting will I receive?

Yes. You can commission unit sales independently of comprehensive product advisory work. For online marketing, you receive insight into demand for individual apartments, lead quality and the platforms generating enquiries. We agree the specific setup for your project.

Which projects are a good fit for you?

Our focus is residential projects in Vienna and the surrounding area. We assess whether collaboration makes sense by looking at the location, product, project stage and task, rather than a fixed minimum number of apartments. Existing plans, an area schedule and your current pricing and sales position help with an initial assessment.

Philipp Trattner, Trattner & Söhne Immobilien

Let's discuss your project.

In our first conversation, we discuss the project stage, target group and open questions about the property concept and sales. You speak directly to Philipp Trattner.

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