Winning in market like Federer: Small percentages make the difference
How developers can use small percentages to launch stronger, engage, and stay relevant longer to maximise their GR
In property, just like in elite sport, the margins that separate the top performers from the rest are small, often invisible in the moment, but powerful when they compound.
Think Federer. Over his entire career, he won only 54% of the points he ever played. Not dominance, it’s discipline. A consistent, repeatable edge that, over time, became greatness.
Projects launch and sell in exactly the same way.
In a market where new developments are constantly competing for attention, buyer time, and emotional connection, no project wins because it is 100% better. It wins because it is 5% clearer, 3% more memorable, 7% more consistent, 4% more desirable, 2% easier to understand, and 6% more aligned across every touchpoint.
These micro-advantages, from digital ads to display suites to the sales journey, determine whether a project cuts through… or blends in.
At Extrablack, this is where we play: helping developers capture those small percentages and turn them into big commercial outcomes.
Small attention gains drive big sales outcomes
When a new project enters the market, it doesn’t just compete with similar buildings, it competes with buyer bandwidth. Your brand needs to earn a tiny edge every time it appears:
– a clearer, more distinctive message in a crowded social feed
– an instantly recognisable visual identity
– consistently applied brand assets across digital, print and onsite
These small moments of recognition add up. Over weeks and months, they create the essential advantage: mental availability. When a buyer thinks “where do I want to live?” – your project appears in that shortlist automatically.
A little better, a little more often, becomes a lot more powerful.
Micro-improvements in the sales journey increase sales conversion
From the first click on a digital ad to the moment a buyer stands inside your display suite, the sales journey is a series of “points played.” Every touchpoint is an opportunity to be slightly better:
– a smoother, intuitive website experience
– photography that captures lifestyle, not just architecture
– in the display suite that feels natural
– sales materials that answer questions before they’re asked
– an environment that feels lifted, intentional and coherent
None of these need to be revolutionary. They just need to be incrementally clearer, easier, more human.
When buyers understand a project faster, they trust it faster. And when trust accelerates, sales accelerate.
Design discipline creates perception, and perception sells
Buyers make decisions emotionally first, rationally second.
Design is what shapes those emotions.
This doesn’t mean elaborate styling or big creative flourishes, it means small, consistent improvements that signal quality:
– 5% clearer brand hierarchy
– 3% more legible typography
– 7% stronger lifestyle storytelling
– 4% more cohesive signage and spatial graphics
– 2% sharper detailing in every brochure, render and video
Individually, they’re subtle. But together, they elevate the entire project brand, and that elevation flows directly into perceived value.
We see it constantly: lift the brand system by 10%, and the project feels 25% more premium.
Consistency across all touch-points builds buyer confidence
Buyers are sensitive to inconsistency. If the digital ads look different to the brochure…
If the website feels different to the display suite…
If the onsite signage looks like it belongs to another project entirely…
A tiny crack appears in trust.
The projects that outperform don’t have a great campaign; they have a joined-up system:
– digital
– display suite
– wayfinding
– hoardings
– sales collateral
– the agent presentation deck
All speaking the same language. All aligned. All reinforcing the same story.
This is where an approachable, switched-on design team makes the difference. Our studio lives in the details. We obsess, so you and your buyers never need to.
Relevance isn’t one big moment - It’s a series of small ones
A project is not just a launch moment, it’s a 12–36 month sales lifecycle. Over that time, new competitors enter the market, campaigns shift, and buyer expectations change.
The projects that stay relevant are the ones that keep collecting small percentages:
– refreshed messaging as construction progresses
– seasonal digital campaigns
– refined on-site experience as stages open
– updated lifestyle photography
– subtle brand evolutions that keep the story alive
This keeps your project front-of-mind while others fade.
The Extrablack Perspective
Every development team wants a project that launches strong, commands attention, and sustains momentum all the way to final sell-down.
But that outcome isn’t created by one big idea.
It’s created by hundreds of small, smart, consistent decisions, aligned across every touchpoint buyers experience.
This is where our friendly, collaborative team shines.
We work side-by-side with developers, sales agents, architects and marketing teams to build project brands that feel effortless to buyers, because we’ve done the disciplined heavy lifting behind the scenes.
Small percentages → repeated relentlessly → becoming sales success.
Just like Federer.
Contact
To get in touch...