Property Launch Budget: plan a development's marketing from pre-launch to sell-out

Section 3. AllocationTool 1 of 3 · Runs in your browser

The launch budget planner.

The inputs start on a 48-unit scheme at an average of €320,000, sold over 24 months to the island-wide buyer mix for 2026. Change any figure and the plan redraws.

Launch budget planner

Figures in euro

The development

Number of units

units

Average price

€

Target sell-out, months after launch9 to 60

months

Pre-launch months3 to 12

months

Buyer mix

Share of buyers you expectAdds to 100%

Local, Cyprus

%

EU, outside Cyprus

%

Non-EU

%

Budget

Marketing budget, % of GDV1.5% is our estimate, not a published benchmark

% of GDV

Minimum for brand, website, CGI and filmTypical market range, not a Clickhouse quote. Set your own.

€

Launch budget

€230,400

1.5% of a €15,360,000 GDV · €4,800 per unit

A workable plan

The pre-launch share covers brand, website, CGI and film at €43,200, above your €30,000 minimum. Spend peaks at €23,040 a month in the launch phase, then settles at €5,184 a month while you sell.

Phases30 months in all

Pre-launchMonths −6 to −1€57,600

LaunchMonths 1 to 3€69,120

SalesMonths 4 to 19€82,944

Sell-outMonths 20 to 24€20,736

−6142024

Phase	When	Budget	Share	A month
Pre-launch	Months −6 to −1	€57,600	25%	€9,600
Launch	Months 1 to 3	€69,120	30%	€23,040
Sales	Months 4 to 19	€82,944	36%	€5,184
Sell-out	Months 20 to 24	€20,736	9%	€4,147

Split by channel, phase by phase100% each

Pre-launch

Launch

Sales

Sell-out

Brand and site
CGI and film
Paid search
Social
Portals
Agents’ co-op
Events and roadshows
PR

Total by channelBudget · share

Social€39,74617.3%
Paid search€35,83715.6%
CGI and film€31,44813.6%
Portals€30,84113.4%
Brand and site€27,94412.1%
Agents’ co-op€24,49810.6%
Events and roadshows€23,32010.1%
PR€16,7677.3%

Monthly spendStacked by channel

€23,040€11,520€0

−6

1

4

20

24

Biggest line: social, €39,746 over the whole plan.
Buyer mix used: Local 58%, EU 14%, Non-EU 28%.
At an average of €320,000, many units may suit non-EU buyers seeking permanent residency, which needs a first-sale home of at least €300,000 plus VAT. Say so in the agent pack.
Non-EU buyers are 28% of your mix. Bills before the House in 2026 propose new limits on what non-EU buyers can acquire. Check their status before you book overseas roadshows.

Assumptions. The budget is units times average price times your share of GDV. GDV here means gross sales value, before VAT. Phases: pre-launch takes 25% of the budget, the three launch months 30%, and the remaining 45% is shared between the sales months and the sell-out months, with each sell-out month weighted at 0.8 of a sales month. Sell-out is the last 20% of the selling period, at least three months. Spend is even within each phase. Channels: pre-launch is fixed at brand and site 35%, CGI and film 40%, PR 10%, social, agents and events 5% each. From launch, each buyer group has its own channel profile (local buyers lean on search, social and portals; EU buyers on portals and search; non-EU buyers on agents, events and social), blended by your mix. Launch then weights events and PR by 1.6 and CGI by 1.2; sell-out weights search and portals by 1.3, agents by 1.2, and cuts events to 0.4, PR and CGI and brand to 0.5. Inputs are limited to 1 to 5,000 units, prices up to €50m, 9 to 60 selling months, 3 to 12 pre-launch months and up to 10% of GDV; a buyer mix that does not add to 100 is scaled. All weights are Clickhouse judgement, not a published standard. The default buyer mix is derived from Department of Lands and Surveys counts for January to September 2026: properties on which EU and non-EU buyers registered contracts (2,094 and 4,173), against 14,969 contracts in all, with the rest taken as local.²¹ It is approximate, because the two tables count different units. A plan does not promise a sales pace: price, product and the market decide that.

Section 4. Evidence16 rows · 14 Sourced · 2 Confirm · checked 20 Oct 2026

The figures behind the plan.

Sales counts come from the Department of Lands and Surveys, the rules from the bodies that set them. Where we could not trace a figure to measured data or an official text, the row says Confirm.

Figure or rule	Value	Status
Contracts of sale in Cyprus, 2025	18,114 contracts of sale registered, up 15% from 15,797 in 2024.¹⁰⁴	Sourced
Contracts of sale, January to September 2026	14,969, which is 1,796 or about 14% more than the same nine months of 2025.¹³	Sourced
Contracts of sale, September 2026	1,681, up 13% on 1,484 in September 2025.¹³	Sourced
Contracts of sale by district, January to September 2026	Limassol 4,860; Larnaca 3,291; Nicosia 3,163; Paphos 2,999; Famagusta 656. The district is where the property is, not where the buyer lives.¹	Sourced
Foreign buyers, September 2026	Foreign buyers registered contracts on 705 properties (210 by EU buyers, 495 by non-EU buyers), against 1,681 contracts in all: about 42%, approximate because the DLS tables count different units. The same contracts name 235 EU and 665 non-EU buyers.²¹	Sourced
Foreign buyers, January to September 2026	Foreign buyers registered contracts on 6,267 properties (2,094 by EU buyers, 4,173 by non-EU buyers), against 14,969 contracts in all: about 42%, approximate because the DLS tables count different units. The same contracts name 2,301 EU and 5,443 non-EU buyers.²¹	Sourced
Foreign buyers by district, January to September 2026	Properties on which foreign buyers registered contracts, against all contracts in the district: Paphos 70.6%, Larnaca 46.9%, Famagusta 45.7%, Limassol 37.3%, Nicosia 15.6%. Approximate, because the DLS tables count different units.²¹	Sourced
What the DLS buyer groups mean	Buyers “within EU” and “outside EU”, both excluding Cypriots. DLS publishes no nationality, and advises against comparing its foreign-buyer data from 2018 onwards with earlier years.²	Sourced
Permanent residency through a home purchase	Under Regulation 6(2), a house or apartment bought from a development company as a first sale, worth at least €300,000 plus VAT, with at least €300,000 paid when applying, whatever the delivery date. Migration Department criteria, 4th revision, May 2023.⁵	Sourced
Income needed for that permit	A secure annual income from abroad of at least €50,000, plus €15,000 for a spouse and €10,000 for each dependent minor child.⁵	Sourced
Proposed limits on non-EU buyers	Bills submitted to the House would, among other changes, limit third-country nationals to one house or apartment and ban foreign purchases of agricultural and forest land. No vote had been reported by 2 September 2026.⁶	Sourced
Energy class in property adverts	Buildings and units offered for sale or rent must have an energy performance certificate, and its indicator and class must be “stated in online and offline advertisements, including in property search portal websites”. Directive (EU) 2024/1275, Article 20(4), due in national law by 29 May 2026; it repealed Directive 2010/31/EU from 30 May 2026.⁷ In July 2026 the Commission opened proceedings against all 27 member states for incomplete transposition.¹¹ We found no adopted Cyprus transposing law yet (checked 20 October 2026).	Sourced
Depositing the contract of sale	Within six months of signing, at the Land Registry. After that, deposit needs a court order and the contract ranks behind charges registered earlier. Sale of Land (Specific Performance) Law 81(I)/2011.⁸	Sourced
Search certificate at signing	For contracts signed from 12 December 2023, the vendor must provide a search certificate dated no more than five days before signing, or face a fine of up to €10,000. Law 132(I)/2023.⁹	Sourced
Developer marketing budget as a share of GDV	We found no published benchmark traced to measured data, only guides that quote ranges without a method. The planner’s 1.5% default is a Clickhouse estimate.	Confirm
Reduced VAT on a first home	Law firms report that, under Law 42(I)/2023, 5% VAT applies to the first 130 m² of a new main residence, only where the home is no larger than 190 m², its value is within €350,000 and the total price within €475,000. The transitional regime for schemes with planning applications by 31 October 2023 ends on 31 December 2026, as extended in 2026. We have not yet checked the current terms with the Tax Department.	Confirm

Sources

Republic of Cyprus, Department of Lands and Surveys, “Pancyprian statistics of contracts of sale, 2025 and 2026”, monthly PDF dated 5 Oct 2026. portal.dls.moi.gov.cy, contracts of sale 2025 and 2026. Figures parsed from the file on 20 Oct 2026, with every district row checked against the island total.
Department of Lands and Surveys, “Foreign buyers sales and contracts of sale 2026”, covering 1 Jan to 30 Sep 2026, created 6 Oct 2026. portal.dls.moi.gov.cy, foreign buyers 2026. Parsed 20 Oct 2026, districts checked against the island total.
Cyprus Mail, “Strongest September on record for Cyprus property”, BuySell analysis of DLS figures, 13 Oct 2026. cyprus-mail.com, 13 Oct 2026. Checked 20 Oct 2026.
Souzana Psara, “Double-digit growth for Cyprus property market continues in 2026”, Cyprus Mail, 5 Mar 2026, citing DLS figures. cyprus-mail.com, 5 Mar 2026. Checked 20 Oct 2026.
Cyprus Migration Department, “Immigration Permits for Investors”, criteria under Regulation 6(2) of the Aliens and Immigration Regulations, 4th revision, May 2023, posted 29 Dec 2025. gov.cy/mip-md, immigration permits for investors. Checked 20 Oct 2026.
SigmaLive, “Cyprus weighs new limits on foreign property buyers”, 2 Sep 2026. en.sigmalive.com, 2 Sep 2026. Checked 20 Oct 2026.
Directive (EU) 2024/1275 of the European Parliament and of the Council of 24 April 2024 on the energy performance of buildings (recast), Articles 20(4), 35 and 36. publications.europa.eu, CELEX 32024L1275. Checked 20 Oct 2026.
George Coucounis, lawyer, “Failure to deposit a sale contract at the Land Registry”, Cyprus Mail, 24 Jul 2023, on Law 81(I)/2011. cyprus-mail.com, 24 Jul 2023. Checked 20 Oct 2026.
Harris Kyriakides, note on the amended Sale of Land (Specific Performance) Law, 132(I)/2023, 22 Feb 2024. harriskyriakides.law, 22 Feb 2024. Checked 20 Oct 2026.
Department of Lands and Surveys, “Pancyprian statistics of contracts of sale, 2024 and 2025”, created 2 Jan 2026. portal.dls.moi.gov.cy, contracts of sale 2024 and 2025. Checked 20 Oct 2026.
eceee, “The Commission calls on EU countries to transpose the reinforced rules on the energy performance of buildings”, 17 Jul 2026, on letters of formal notice to all 27 member states. eceee.org, 17 Jul 2026. Checked 20 Oct 2026.

Section 5. CalendarClickhouse synthesis, October 2026

The launch calendar: what happens in each month, from six months out to the last unit.

We could not find a published month-by-month template for a development launch that ties the marketing to the permits, the price list and the legal steps buyers’ lawyers check. So we wrote one. It is the sequence we plan with, set against the rules cited on this page.

Workstream	−6	−5	−4	−3	−2	−1	L1	L2	L3	Sales	Sell-out
Brand and positioning	Active, six months before launch	Must be ready, five months before
Permits, price list and payment plan	Active, six months before launch	Active, five months before	Active, four months before	Must be ready, three months before
CGI and film		Active, five months before	Active, four months before	Active, three months before	Must be ready, two months before					Active, sales phase	Active, sell-out
Website and enquiry tracking			Active, four months before	Active, three months before	Active, two months before	Must be ready, one month before				Active, sales phase
Energy class and contract template				Active, three months before	Active, two months before	Must be ready, one month before
Agent pack and co-op terms				Active, three months before	Active, two months before	Must be ready, one month before	Active, launch month 1			Active, sales phase	Active, sell-out
Show flat or sales suite				Active, three months before	Active, two months before	Active, one month before	Must be ready, launch month 1
PR and launch event					Active, two months before	Active, one month before	Must be ready, launch month 1	Active, launch month 2		Active, sales phase
Paid search and social						Active, one month before	Active, launch month 1	Active, launch month 2	Active, launch month 3	Active, sales phase	Active, sell-out
Portals							Must be ready, launch month 1	Active, launch month 2	Active, launch month 3	Active, sales phase	Active, sell-out
Roadshows and agent visits								Active, launch month 2	Active, launch month 3	Active, sales phase
Reporting and re-planning						Active, one month before	Active, launch month 1	Active, launch month 2	Active, launch month 3	Active, sales phase	Must be ready, sell-out

Pre-launch workLaunch monthsSelling monthsMust be readyMonths are counted from launch: −6 is six months before, L1 the first month on sale.

Month −6Brief and numbers: units, price bands, buyer mix, budget share. Collect the planning and building permit numbers. Run the planner and agree the phases.
Month −5Name, logo and positioning agreed. CGI brief written from the architect’s drawings. First draft of the price list and payment plan.
Month −4CGI in production. Website and enquiry tracking built, with every lead source tagged. Film storyboard approved.
Month −3Price list and payment plan signed off. Energy certificate and class confirmed for each unit, to state in every advert where an energy certificate exists.⁷ Agent pack drafted. Show flat fit-out starts.
Month −2CGI and film delivered. Sale contract template reviewed by a lawyer, with the vendor’s search certificate step built in.⁹ Press list and launch event booked.
Month −1Website live and tested. Agents briefed and co-op terms sent. Register-interest list opened, with warm-up search and social campaigns.
Launch, months 1 to 3Launch event and press release. Portals, search and social go live together. Show flat or sales suite open. Weekly report of enquiries, viewings and reservations by source.
SalesSteady campaigns and portals. Monthly construction updates. Every contract deposited at the Land Registry within six months.⁸ Price list reviewed against pace each quarter. Agent visits or roadshows in the main source markets.
Sell-outAs-built photography. Last units relisted with current prices and an agent incentive. Handover and title deed timeline sent to buyers. Budget reconciled as cost per unit sold, by channel.

Method. The sequence is how Clickhouse orders the marketing work on a launch: assets that take longest first, legal and pricing documents before any paid reach, and reporting from the first month on sale. Each legal step is checked against the source cited beside it.

Limits. This is a synthesis, not a study of launches. Real timings move with permits, construction and the market. Schemes that sell mostly to non-EU buyers should also watch the residency criteria⁵ and the bills before the House.⁶

Section 6. PrinciplesSix ideas · three notes

How a launch budget is built, in plain terms.

A development has one chance to launch. The budget has to buy the assets before a single buyer sees the scheme, then put them in front of the right buyers at the right moment, then keep going until the last unit.

01Size

Share of GDV

Start from the value of the scheme

Gross development value is units times average price. Setting the budget as a share of it keeps marketing in proportion to what is at stake. The share is a planning choice, not a law of nature.

02Timing

Four phases

Pre-launch, launch, sales, sell-out

About a quarter before launch for assets, 30% in the first three months, and the rest spread across the selling months, lighter at the end.

03Channels

Follow the buyer

Mix decides the media

Local buyers search and scroll. EU buyers browse portals. Non-EU buyers often come through agents and events in their own markets. The planner blends the three.

04Floor

Asset minimum

Some costs do not shrink

A 14-villa scheme still needs a brand, a site, renders and a film. On small schemes that floor, not the percentage, sets the budget.

05Test

Cost per unit

Check the plan against the price

Budget divided by the units the campaign sells, as a share of price. It tells you whether the plan is lean, normal or heavy for this scheme.

×The limit

No pace promised

What a budget cannot do

Marketing brings buyers to the door. Price, product, location, construction progress and the market decide how fast they sign. Anyone promising a sell-out date from a budget alone is guessing.

Two markets at once

Why most Cyprus launches sell to locals and foreigners in parallel.

In September 2026, Department of Lands and Surveys files show that foreign buyers registered contracts on 705 properties, against 1,681 contracts in all, about 42%. The share is approximate, because the two tables count different units.²¹ Non-EU buyers registered more than twice as many properties as EU buyers that month. The split varies sharply by district: from January to September, the same measure was 70.6% in Paphos and 15.6% in Nicosia.²¹

Local buyers

Reached through search, social and local portals, with the show flat doing the closing.

Many ask about the 5% first-home VAT rate, so have the answer ready.

Buyers from abroad

Reached through international portals, agents’ networks and events in their own markets.

Non-EU buyers may ask about residency, which needs a first-sale home of at least €300,000 plus VAT.⁵

DLS reports buyers only as Cypriot, EU and non-EU. It publishes no nationality, so any claim about which countries buy most comes from somewhere else, and should be dated and sourced.

Before the first viewing

Where the pre-launch money goes, and what must exist before it is spent.

Pre-launch money buys the things every later euro depends on: a name and positioning, a website that can take an enquiry, CGI good enough to sell a flat that does not exist yet, and a film. The planner puts three quarters of the pre-launch budget on those, and sets a floor so a small scheme does not end up with two renders and a brochure.

Paid reach before the price list is signed off buys enquiries you cannot answer.

Some items cost little but stop a launch cold. Buyers’ lawyers ask for permit numbers first. Adverts and portal listings must state the energy class where an energy certificate exists.⁷ The sale contract needs a vendor search certificate dated within five days of signing.⁹ The phase checklist below treats these as must-haves, ahead of any spend on reach.

Honest framing

When a bigger marketing budget is not the answer.

A budget amplifies a scheme that is right for its buyers. It does not fix one that is wrong. Before you raise the percentage, check whether the problem is one of these:

The price is out of line with what buyers can see on the portals for the same area and size. More reach shows more people the gap.
The paperwork is not ready. No permits to show, no price list, no contract template. Campaigns will collect enquiries that stall.
The product does not fit the buyer mix you are paying to reach, for example two-bedroom flats marketed to families relocating with three children.
The scheme is small and already spoken for through the developer’s own network. A website, a price list and a few agents may be all it needs.
Construction is stalled. Off-plan buyers watch progress. Fix the site before the advertising.

In each case the cheaper fix is not in the media plan. Use the cost per unit check to see when spend has stopped paying.

Section 7. CasesThree schemes · planned with this tool · illustrative

Three schemes, three different budgets.

Illustrative composites, not clients. Each was run through the planner and the cost per unit check above, so you can reproduce the numbers.

Apartment block · Larnaca

Good mix, thin start

Thirty-two apartments near the Larnaca seafront at an average of €260,000, to sell in 18 months, with 40% of buyers expected from outside the EU. At 1.5% of GDV the budget is €124,800, and the pre-launch share buys only €23,400 of brand, website, CGI and film, under the €30,000 minimum. The planner flags it as thin before launch.

Units, average price: 32 at €260,000
Sell-out, pre-launch: 18 and 6 months
Buyer mix, local / EU / non-EU: 50 / 10 / 40%
Budget share: 1.5%, then 2% of GDV
Asset minimum: €30,000
Units the campaign sells, enquiry to sale: 90%, 2%

GDV: €8,320,000
Budget at 2%: €166,400
Per unit: €5,200
Pre-launch assets: €31,200
Launch, a month: €16,640
Cost per unit sold: €5,778, 2.2%

OutcomeAt 2% the budget is €166,400 and the asset line clears the minimum at €31,200. With 90% of units sold through the campaign, marketing costs €5,778 a unit, 2.2% of price.

Villa scheme · Paphos

Small scheme, fixed costs

Fourteen villas above Paphos at €520,000, mostly for buyers from abroad. The developer pencilled in 1.2% of GDV, €87,360. That leaves €16,380 for the assets, little more than half the €30,000 minimum. The percentage was borrowed from a much larger scheme.

Units, average price: 14 at €520,000
Sell-out, pre-launch: 24 and 6 months
Buyer mix, local / EU / non-EU: 25 / 30 / 45%
Budget share: 1.2%, then 2.2% of GDV
Asset minimum: €30,000
Units the campaign sells, enquiry to sale: 100%, 1.5%

GDV: €7,280,000
Budget at 2.2%: €160,160
Per unit: €11,440
Pre-launch assets: €30,030
Launch, a month: €16,016
Cost per unit sold: €11,440, 2.2%

OutcomeAt 2.2% the plan reaches €160,160, €11,440 a villa, and clears the asset minimum. The biggest lines are social and agents’ co-op. At 1.5% enquiry to sale it needs 934 enquiries, at up to €171 each.

Apartments · Nicosia

A local scheme, a local plan

Sixty apartments near the university in Nicosia at €210,000, for buyers who mostly live in Cyprus. At 1.5% the budget is €189,000, or €3,150 a unit, and the asset line of €35,438 clears the minimum. The planner reads it as a workable plan.

Units, average price: 60 at €210,000
Sell-out, pre-launch: 30 and 6 months
Buyer mix, local / EU / non-EU: 85 / 5 / 10%
Budget share: 1.5% of GDV
Asset minimum: €30,000
Units the campaign sells, enquiry to sale: 80%, 2.5%

GDV: €12,600,000
Budget at 1.5%: €189,000
Per unit: €3,150
Pre-launch assets: €35,438
Launch, a month: €18,900
Cost per unit sold: €3,938, 1.9%

OutcomeWith a local mix the money moves to social (€35,089) and paid search (€33,154), with little on agents. Selling 80% of units through the campaign costs €3,938 a unit, 1.9% of price.

Section 9. ProcessFour steps · from brief to sell-out

From brief to sell-out, in four steps.

The plan is set six months before launch and re-cut every month after it, against what the enquiries and reservations say.

Month −6

Brief and numbers

Fix units, price bands, buyer mix and the budget share, then run the planner and agree the phase budgets with the sales team.

Bring the permit numbers and the draft price list to the first meeting.

Months −5 to −2

Build the assets

Brand, website with enquiry tracking, CGI and film, agent pack, and the show flat or sales suite, in that order of lead time.

Renders take longest. Brief them from the final drawings, not a sketch.

Month −1 to launch

Ready the sale

Sign off prices and payment plan, confirm the energy class to state in adverts, review the contract steps, and brief agents before any paid reach starts.

Run the phase checklist. Every must-have item should be ticked.

Launch to sell-out

Sell, measure, re-plan

Launch campaigns, events and portals together, report enquiries and reservations by source each week, and move money monthly to what sells.

Judge channels on reservations, not clicks.

Section 10. Questions14 questions · plain answers

What developers ask about launch budgets.

Figures are as of October 2026. Rules change: check residency and VAT terms with a lawyer before you promise them to buyers.

Ask one we missed →

01How much should a developer spend on marketing a new development?

Plan it as a share of gross development value, then check it against a floor for the assets every launch needs. We start at 1.5% of GDV as a working estimate, because no published study we could trace sets a benchmark. A 48-unit scheme at €320,000 a unit has a GDV of €15.36m, so 1.5% is €230,400, or €4,800 a unit.

02What is a typical marketing budget as a percentage of GDV?

Guides online quote ranges, but we found none that shows where its figure comes from. Treat any single number as an estimate. Small schemes usually need a higher share, because brand, website, renders and film cost much the same whether you sell 14 units or 60.

03How should a launch budget be split between pre-launch and launch?

Our planner puts 25% before launch, mostly on brand, website, CGI and film, and 30% in the first three months on sale, when the launch event, press and campaigns all run at once. The remaining 45% covers the sales months and the sell-out months, with a lighter monthly spend at the end.

04Which marketing channels sell off-plan property in Cyprus?

It depends on who buys. Local buyers are reached through search, social and portals, and the show flat closes the sale. Buyers from abroad come through international portals, agents’ networks and events in their own markets. Most Cyprus schemes need both: in September 2026 foreign buyers registered contracts on 705 properties, against 1,681 contracts in all, about 42%, a rough share because the DLS tables count different units.

05How many property sale contracts were registered in Cyprus in 2025?

18,114 contracts of sale were registered with the Department of Lands and Surveys in 2025, up 15% from 15,797 in 2024. From January to September 2026 there were 14,969, about 14% more than in the same months of 2025. These count contracts, not properties: one contract can cover more than one property, and completed transfers are a separate count.

06What share of property buyers in Cyprus are foreign?

In September 2026, foreign buyers registered contracts on 705 properties, 210 by EU buyers and 495 by non-EU buyers, against 1,681 contracts in all: about 42%, approximate because the DLS tables count different units. Counted as people, the same contracts name 235 EU and 665 non-EU buyers. The share is highest in Paphos. DLS does not publish nationality, only EU and non-EU.

07How much do I need to spend on property to get permanent residency in Cyprus?

Under Regulation 6(2), a non-EU buyer can apply on the basis of a house or apartment bought from a development company as a first sale, worth at least €300,000 plus VAT, with at least €300,000 paid at application. They also need a secure income from abroad of at least €50,000 a year, more with family. Check the current criteria with the Migration Department or a lawyer.

08When should marketing start before a property launch?

About six months before the first unit goes on sale. Renders, film and the website take the longest, and the price list, payment plan and contract template need to be signed off before any paid reach starts. Our launch calendar sets out what happens in each of those months.

09Do I need a show flat to sell off-plan?

You need somewhere buyers can judge the finish: a show flat, a sales suite with samples, or a full virtual tour for buyers abroad. Our checklist treats one of the three as a must-have for launch. Which one depends on your buyer mix and the size of the scheme.

10What must be ready before a development goes on sale in Cyprus?

Permit numbers to show, a signed-off price list and payment plan, the energy certificate and class to state in adverts, a sale contract reviewed by a lawyer, a website that can take an enquiry, and a show flat or tour. From December 2023 the vendor must also provide a search certificate dated within five days before signing.

11Does a property advert have to show the energy class?

The rule comes from Directive (EU) 2024/1275, Article 20(4), which replaced the old buildings directive from 30 May 2026: a building or unit offered for sale or rent must have an energy performance certificate, and its indicator and class must be stated in online and offline adverts, including property portals. In Cyprus it applies through Cyprus’s own transposing law, which member states had to adopt by 29 May 2026, and we found no adopted Cyprus transposing law when we checked on 20 October 2026. Build the energy class into listings, brochures and paid ads from the start anyway.

12How do I work out marketing cost per unit sold?

Divide the marketing budget by the number of units the campaign sells, leaving out units sold to your own contacts, then divide by the average price. €230,400 spent to sell 36 of 48 units at €320,000 is €6,400 a unit, or 2% of the price.

13Should I spend on overseas roadshows?

Only if a real share of your buyers will come from those markets, and only once agents there have a pack to sell from. Non-EU buyers are a large part of the Cyprus market, but bills before the House in 2026 propose new limits on what they can buy. Check their status before you book stands abroad.

14When is more marketing budget not the answer?

When the price is out of line with the market, the paperwork is not ready, the product does not suit the buyers you are reaching, or construction has stalled. More reach makes each of those problems visible to more people. Fix them first, then spend.

Free template

The launch calendar as a working spreadsheet.

Month-by-month plan from −6 to sell-out
Phase budgets linked to your GDV
Channel split for your buyer mix
Must-have checklist for each phase
Weekly enquiry and reservation report
Cost per unit sold, by channel

Request the template → Sent by a Clickhouse strategist. Ask for it in the form below.

Section 11. AuthorsWho built this tool

[name, role]Strategy lead, property

[name, role]Paid media and production

Who built this tool

Clickhouse Media, Nicosia.

Clickhouse is a strategy-first marketing agency. Decisions before deliverables: we decide who a development is for and what it should be known for, then build the assets and the media plan that reach those buyers. We measure the result in enquiries, buyers, revenue and margin, not likes.

Based inNicosia, Cyprus Works withDevelopers in Cyprus and abroad LanguagesEnglish and Greek Websiteclickhouse.media MethodSales figures from the Department of Lands and Surveys, rules from the bodies that set them, re-checked each quarter

How much should a launch cost, and when should you spend it?

The Cyprus market in four figures