A project launch is the busiest day a developer’s website has. The launch page must go live at the announced minute in Arabic and English. Availability and prices must match what the sales team is quoting, every enquiry must reach the CRM with the buyer’s consent, and every page that advertises the project must carry the permit details the regulator requires. Brokers and investors abroad arrive at the same time, from other time zones and campaigns.
Many developer sites were built as brochures. Launch pages are published by hand at midnight, price lists are PDFs uploaded the night before, and enquiries sit in a shared inbox. On SitecoreAI (formerly XM Cloud), each of these jobs has a clear design, and a few platform limits to plan around.
Launch pages that go live on the date
Build the launch page weeks ahead and review it in preview. Page builder lets an editor schedule when each version is available, with a start and an end date and time. Sitecore’s documentation adds two caveats: you must still publish the page or the site when each date starts for the right version to go live, and there may be a delay before the website shows it. Only one version of a page sits on Experience Edge at a time.
Renders, floor plans and brochures have an easier route. Since July 2026, embargo dates on assets in the legacy Media Library make published assets available automatically at the scheduled date and time, wherever they are used. Upload and publish the launch media early, and let the embargo release it.
Then plan for the traffic. Experience Edge serves a static snapshot taken at publish time, and its delivery API allows 80 requests per second, answering HTTP 429 above that, so the front end should serve cached pages and regenerate them after each publish. Edge caps a media item at 50 MB, so host the launch film on a video platform.
Availability and prices from the sales system
The website and the sales team must quote the same unit, price and payment plan, so start with an ownership map that marketing, sales, legal and IT sign:
| Content or data | Owner and system of record | What SitecoreAI holds | How it reaches the page |
|---|---|---|---|
| Project story, amenities, location, FAQs | Marketing, in SitecoreAI | Copy, images and floor plans, in Arabic and English | Published to Experience Edge |
| Availability and starting prices | Sales, in the CRM or sales system | Project and unit type codes | Fetched by the front end, with a short cache |
| Price lists and payment plans | Sales and finance | The project code and approved summary text | Generated from the sales system, or sent after an enquiry |
| Advertising permit and QR code | Marketing and legal, per project and market | Permit number, QR image, market and validity dates | A component on every page that advertises the project |
| Enquiries and consent | The CRM | The form and the consent wording | A webhook to the CRM |
| Broker registration and deals | The CRM’s broker portal | The broker landing page | A link into the portal |
The second row matters most. Edge output does not vary by user or query string, and its content is fixed at publish time, so live availability cannot come from the CMS. Keep the codes in SitecoreAI and let the front end ask the sales system, through a cached API. Decide in advance what the page shows when stock moves by the minute: counts by unit type, “few remaining”, or a register-interest form once a type sells out.
Lead forms that reach the CRM with consent
SitecoreAI Forms sends submissions to third-party applications through webhooks, without capturing user data, and a form goes live only once it is connected to a webhook. The CRM is then the only store of your leads, so test the path end to end before launch. Send the project, unit type, language and campaign with each submission, so the CRM routes the lead to the right team, and a broker code where a broker sent the visitor.
Consent belongs on the same form. In the UAE, Federal Decree-Law No. 45 of 2021 requires a controller to be able to prove consent, given in a clear, simple and unambiguous way, with the right to withdraw it easily, and Article 17 lets people object to processing for direct marketing, including profiling. In practice: a separate, unticked box for marketing, the same wording in Arabic and English, and the wording, language and time stored in the CRM with the lead. Check the rules of every country where you advertise.
Permit details on every page that advertises
Some markets require permit details on property marketing. The Dubai Land Department told companies in 2020 to apply for a permit through the Trakheesi system before launching any real estate marketing campaign and to include the permit number in all real estate ads, with fines starting at AED 50,000 per violation. In February 2024, DLD added that ads must include a QR code so investors can identify and verify the advertised property data. In Saudi Arabia, the Real Estate General Authority issues a real estate advertisement licence under its FAL licensing, an authorization for visual, written or audio advertising, and the public can check whether an advert is valid.
Model the permit once and reuse it. Create a permit item for each project and market, holding the number, the QR image, the validity dates and the approver, and let a component place it on every project page, landing page and banner. Route permit items through a legal step in workflow, put each expiry date in the editorial calendar, and regenerate PDF brochures and price lists whenever a permit changes. Whether a given channel counts as advertising is a question for your legal team.
Brokers, investors abroad and interest by project
Page variants are the native tool. Each variant has an audience built from Sitecore’s condition types: time, date, device, geography (country, region or state), the number of previous visits, the referrer or UTM that brought the visitor, and point of sale. Visitors from a broker campaign can land on a variant that leads with registration and the portal link. Visitors from outside the country can see how to buy from abroad and the online launch event, with its time zone. A visitor who arrived from one project’s campaign can see that project first on the home page.
Plan within the limits. Each audience takes at most five conditions, a default page takes at most ten variants, and a variant is visible only once published. Inline edits in a variant also change the default page, so editors should assign content items to variants. Interest built up across visits, such as repeat views of one project’s floor plans, needs Sitecore Personalize: custom conditions built there appear in Page builder, so check what your subscription includes. Interest-based offers can count as profiling for direct marketing, so honour objections. Our guides to personalization on SitecoreAI and Arabic-first Sitecore go further, and every variant needs both languages.
Where to start
- Write the launch runbook for your next project: scheduled versions, embargoed media, the publish owner at the hour, and the checks in both languages.
- Sign the ownership map with sales, marketing, legal and IT, and settle where availability and prices come from.
- Build the permit component and a permit item for each live project and market, with legal as approver.
- Rebuild one enquiry form with its webhook, consent wording in both languages, and a test that proves each lead reaches the CRM with its consent.
- Add one variant, for broker traffic or for visitors abroad, and compare it with the default page over a launch.
Still on Sitecore XP? Arcsen Ascend is our migration route to SitecoreAI, and SitecoreAI vs XM Cloud explains what changed.
Frequently asked questions
Can SitecoreAI publish a launch page at an exact time?
Partly. Editors schedule each page version, and Sitecore says you must still publish the page or site when each date starts. Media embargo dates release published assets automatically at the scheduled time.
Should unit prices and availability be entered in SitecoreAI?
We advise against it. Keep project and unit type codes in SitecoreAI and let the front end fetch availability and prices from the sales system, so the website and the sales team quote the same figures.
Do SitecoreAI Forms store leads?
No. Sitecore says Forms sends data to third-party applications through webhooks without capturing user data, and a form goes live only once it is connected to a webhook. The CRM holds the lead and its consent.
What must a Dubai property advert on a website show?
The Dubai Land Department requires a permit through the Trakheesi system before any real estate marketing campaign, with the permit number in the advert, and a QR code that lets investors verify the property data. Confirm the full list with your legal team.
Can SitecoreAI personalize a developer website by project interest?
Page variants can target visitors by referrer or UTM, geography, visit count, device and time. Interest built up across visits needs custom conditions from Sitecore Personalize, which appear in Page builder.
Sources
- Sitecore documentation: Schedule publishing availability of a page or content item
- Sitecore changelog: Take control of media releases with embargo dates (July 2026)
- Sitecore documentation: Limitations and restrictions of Experience Edge
- Sitecore documentation: Forms
- Sitecore documentation: Personalize
- Sitecore documentation: Create a page variant
- Dubai Land Department: Advertising permit requirements (October 2020)
- Dubai Land Department: QR codes in real estate advertisements (February 2024)
- UAE Legislation: Federal Decree-Law No. 45 of 2021 on the protection of personal data
- Real Estate General Authority: FAL real estate brokerage and advertising licences
