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Posted on 19 Nov 2025
10741
Sold Out!!!!
The PR Tactics of Property Developers You’d Never Expect
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The night before a new condo launch.
The area in front of the sales office was completely quiet.
Only the dim streetlights reflected on a billboard still wrapped in a gray tarp.
But online, the story was different.
Social media was flooded with photos of “reservation queues” shared since early evening.
People were standing with umbrellas.
Some brought mats, like they were waiting for a world-class concert.
Everyone was asking the same thing…
What kind of project makes people want it this badly?
The truth is —
none of those “customers” had been waiting there since evening.
The people in the photos… were actually “staff.”
Hired by the developer to create the atmosphere.
This is PR move number one:
“Stage a Sold-Out Scene Before the Actual Sale.”
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On the morning of the presale.
If you were there, you’d see a live performance.
Some staff pretended to be customers negotiating prices with sales agents.
Others quickly grabbed booking forms.
While whispering, “Sold out! Sold out!”
And of course, cameras were ready to capture it all.
To spread across online channels.
What you saw wasn’t the real atmosphere —
it was the manufactured one.
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A week before launch.
Rumors began to spread.
“An investor from Singapore is buying an entire floor.”
Or “A famous celebrity has already reserved a unit.”
Every so-called “insider tip.”
Was actually strategically planted.
Because developers know one thing well —
Thai people’s curiosity and fear of missing out
is stronger than any paid advertisement.
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What customers fear most isn’t “buying too expensively.”
It’s “buying too late.”
That’s why no project ever says,
“300 units still available.”
Instead, they’ll announce,
“Only a few units left!”
or “This round limited to 50 exclusive units only.”
When in reality…
half the project is still locked, not open for sale yet.
It’s the art of making abundance look scarce.
To accelerate decisions.
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Another layer behind the curtain —
is the power of “credible voices.”
Some developers pay famous architects
to post praise about the design.
Others hire real estate influencers to say things like:
“Great investment! High rental return guaranteed.”
These sound like personal opinions.
But in truth — they’re PR scripts.
Once they’re reshared enough,
the public starts believing it’s genuine buzz.
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Every time you see a project announced as “Sold Out in Days.”
Don’t rush to believe it’s because of great location or low price.
The real estate world isn’t just about “selling.”
It’s also about “storytelling.”
Developers who master this art.
Don’t just sell buildings and rooms.
They sell the illusion of rarity.
A feeling that makes people compete to buy.
The phrase “Sold Out” isn’t just a sales achievement.
It’s the masterpiece of PR.
A story so convincing, it makes the entire market believe
exactly what the developer wants them to believe.
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Now that you know the developer’s PR playbook —
you need your own defense system.
And the best protection you can have
is “accurate information” and “critical thinking.”
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When a new project launches with viral buzz,
remember — PR creates momentum, not value.
Ask yourself:
“Is this deal valuable because of the project, or because of the crowd’s excitement?”
Compare the real data:
– Price per square meter vs. nearby projects.
– Market rental rates vs. advertised returns.
– Hidden costs (fund fees, maintenance, utility connections).
Don’t buy because you’re afraid of missing out.
Buy because you see a clear profit path.
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In the industry, this is called staged sold-out marketing.
Developers release only a small portion of units.
Then announce “Sold Out!” to create the illusion of frenzy.
How to check:
Call sales a few times over the next few days.
Record which units they said were “sold.”
Then call again in two weeks.
If the same units are “available again,”
you’re seeing PR — not real demand.
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Presale day crowds are often staged scenes.
How to spot it:
– Are people in line holding actual queue cards?
– Are there more photographers than buyers?
– Do the media photos match what happened in real life?
If the chaos looks too perfect —
it probably was.
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Many real estate influencers are paid promoters.
Always verify through at least 3 sources:
Actual landlords renting units in that area.
Reviews from first-phase buyers of the same developer.
Independent property forums (e.g., Pantip or Facebook groups).
If all three agree — then your information is starting to be clean.
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“Sold Out” measures developer revenue.
Your concern should be return on investment.
Some projects sell out day one —
but once completed, half the units remain empty.
Don’t let the word “Sold Out” make you lose reason.
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Before buying, always:
– Check price trends for the last 3 years in that area.
– Verify actual ownership transfers from the Land Department.
– Compare resale prices nearby for realistic value.
When you use data instead of emotion,
you won’t fall victim to PR illusions.
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Every “Sold Out” campaign uses urgency to push decisions.
Developers make you feel like “you must book today.”
But in truth — good projects don’t vanish in 24 hours.
If it’s truly good today…
It will still be good tomorrow.
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“In real estate, no one is tricked into buying.
They just let their own desire do the tricking.”
Developers aren’t wrong for using PR.
They’re just masters of marketing.
But your job —
is to not play the role they’ve written for you.
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Join the discussion at.
https://www.facebook.com/Ex.MatchingProperty/posts/pfbid02i29thd5Dq877wD2giGoeBKMutM3renAovqkybJADNnwan1owdq9LYZJ3pwe7ezZSl
