Agent Insights

How to market off the plan to investors vs. owner-occupiers

October 21, 2025

Agent Insights

While there are a lot of differences between selling established and off the plan property, one of the big similarities is the buyers who show up and show interest often have very distinct requirements depending on how they intend to use the property. Some are looking for future returns. Others are looking for a future home. 

Same building, different lens.

That’s why a one-size-fits-all campaign rarely performs to expectations. You need nuance in your messaging, parallel tracks in your funnel, and evidence that speaks to each type of buyer.

But if you tailor your strategy to both investors and owner-occupiers, taking into account what today’s market conditions mean for each, you will see much better results, often for less time and effort. It’s not about cutting corners, it’s not even about making sales easy, it’s about doing what we all should be doing when selling; recognising the differences in people and celebrating them through our marketing and selling approach. 

Where the market is now

Investor activity is increasing, driven by interest rate cuts and low vacancy numbers. Rental demand remains high. New buyer incentives are reshaping timelines.

As of August 2025, Australia’s national vacancy rate sits at 1.2%. CBRE projects that vacancy rates in capital cities will fall to 1.1% by 2029. With such low rental supply, yield growth remains a key driver for investors.

On the buyer side, momentum among first home buyers is growing. Finder’s 2025 First Home Buyer Report shows 70% of first home buyers are purchasing with less than a 20% deposit. More than half said recent rate movements influenced their decision to act now. Government schemes like the Home Guarantee have extended access to 5% deposit purchases without Lenders Mortgage Insurance, allowing more first-time buyers to enter the market sooner.

Meanwhile, dwelling completions remain low despite a rise in approvals. CBRE reports that unit approvals increased by 30% year-on-year in Q2 2025, but completions are still tracking nearly 20% below the 10-year average. That shortfall is fuelling both buyer urgency and long-term investor interest.

How to market to investors

Investors are rational buyers. They want the numbers, not the narrative.

To market effectively to investors, highlight:

  • Rental yield projections using current data. Link your assumptions to real vacancy rates and rental growth trends in the local area.

  • Capital growth potential based on pipeline insights. The supply-demand gap helps investors understand the future resale or equity uplift potential.

  • Risk management and exit planning. Address timelines, builder credentials, bank valuations, and how you de-risk settlement.

  • Tax effectiveness. While not offering advice, you can point to depreciation schedules and first-year deductibility of new fixtures and finishes.

Always lead with clarity and specifics. Avoid marketing fluff. Focus on data-backed ROI, comparable benchmarks, and a clear case for demand.

How to market to owner-occupiers

Owner-occupiers want to feel confident in a home they cannot yet walk through.

Marketing here needs to be emotionally resonant but still grounded.

Key strategies include:

  • Showcasing lifestyle through detail. Replace generic phrases like ‘great for families’ with specifics like ‘five-minute walk to the local primary school’ or ‘north-facing balcony that gets afternoon sun’.

  • Highlighting the timeline advantage. Many buyers are not financially ready to settle immediately. Off the plan gives them time to save, plan, and get things in order.

  • Providing education and reassurance. Explain how the deposit process works, what the contract structure looks like, and when decisions need to be made. Transparency builds trust.

  • Building desirability around quality. Feature architecture, design, and materials. But frame them in terms of liveability, not just prestige.

Owner-occupiers are choosing more than a property, they're investing in their comfort, convenience and everyday lifestyle.

Parallel campaigns, tailored execution

In practice, this means segmenting your buyer database early and running split messaging across ads, emails, and on-site experiences. Use distinct landing pages or content streams when possible. Avoid trying to be everything to everyone in the same line of copy.

Owner-occupiers might respond best to stories and renders. Investors might prefer tables and forecasts. Your sales team should be ready with both.

At Link, we are big believers in a strategic, segmented approach. Why? Because we know it works! We work closely with developers to make sure both tracks, investors and owner-occupiers, are executed effectively, because every buyer deserves to feel like the campaign was built just for them.

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