In real estate, a project succeeds or fails at the very beginning – long before any construction starts. I have seen many projects run into trouble because the owners rushed to build without proper planning.
Many people think development starts with finding a contractor. This is a common and expensive mistake. A successful project actually begins with two essential steps: a clear brief and a detailed design analysis.
Step 1: The brief – Write down what you really need
A proper project brief is not a wish-list. It is the point where a client’s vision is tested against reality, what can be built, what it will cost and what those choices really mean once construction begins. This can only be done with someone who understands the full construction process and can translate ideas into practical, workable decisions.
When done well, the brief aligns ambition with budget and feasibility from the start. It sets clear expectations, avoids costly surprises and lays a solid foundation for every decision that follows. In simple terms, it is how a vision becomes a buildable plan.
Step 2: The design analysis – check if your plan is possible
Once the brief is agreed, it is used to prepare an initial design. This is the first time a client’s ideas are turned into drawings that show rooms, layout and general arrangement.
The next step is to study that design carefully. Experienced professionals look at how it will feel and work for everyday living: does the layout flow well from one space to the next, are movement paths simple, do rooms get enough natural light, does air move through the house for good ventilation, are spaces comfortable and easy to use; and are windows and openings placed to take advantage of views and the best orientation.
Only after that do you test the design against site realities: what surrounds the land and may affect privacy or noise, how the land slopes and drains, what natural features like trees or rocks should be kept or worked around; and where key services like water, electricity and drainage lines are located. This is how you confirm the design is not only attractive on paper but also practical on the ground.
The pitfall for first-time developers
This foundational phase is where first-time developers are most vulnerable. Real estate is not merely about drawings and cement. It is a complex job that needs an architect, a structural engineer, M&E experts, the contractor and a project manager all working together perfectly.
A common and costly mistake is to ask a contractor for a price too early. A contractor can only provide an accurate quote when the design is fully complete and coordinated. Any estimate given before that is a guess – and in construction guesswork leads directly to budget overruns, frustrating delays and the all-too-common sight of stalled projects. This is one of the key reasons we have so many incomplete buildings in Ghana. Proper planning prevents this.
The indispensable role of the right consultant
Hiring the right consultant is not an extra cost but your first and most important investment. A good consultant doesn’t just draw plans. They:
- Turn your brief into a real building design.
- Make sure the architect, engineer and electrician don’t have conflicting plans.
- Help you make choices that fit your budget.
- Protect your money and quality of the building.
Without a consultant, you have no control. Workers make their own decisions on site, mistakes happen and your project goes off track. The consultant is your guide, ensuring you are within budget.
Trying to save on design always costs more later
Here is a hard truth: saving money by using cheap or rushed design services and by committing to go on site and check the work on a weekly basis will cost you much more later. Bad plans cause expensive mistakes during construction. You end up paying twice; first for the inadequate plans and again for the corrections, rework and delays they cause.
They result in leaking roofs, poor drainage, constant electrical and plumbing failures, overheating buildings and spaces that simply do not work. Costs spiral as fixes are done and redone, energy bills stay high and maintenance never seems to end. In many cases, projects stall completely – leaving behind unfinished or poorly built structures that tie up capital and lose value instead of creating it.
Think of it this way: professional design fees are a small fraction of the total project cost, but they safeguard the entire investment. It is the highest-return expenditure you will make.
Build for the long-term, not just for now
Good design is timeless. It is not about fleeting trends or what is fashionable this year. It is about enduring principles: proportion, natural light, cross-ventilation, intelligent storage and logical layouts. A well-designed building remains comfortable, functional and desirable for decades. It maintains its value and attracts quality tenants without needing constant, costly updates. It is an asset that endures.
Respecting our context and our market
Here in Ghana, the climate, culture and construction practices demand specific consideration. We have strong sun, heavy rain and humid air. A design copied from abroad will often fail because it doesn’t respect our intense sun, humidity or rainfall patterns. A building must be designed to stay cool, dry and durable in our unique environment, or it becomes a financial burden to operate.
Furthermore, design must follow the market – not just personal taste. As a developer, you are not the end-user. The property must meet the proven demands of buyers and tenants.
If a property does not align with what people are actively looking for – in terms of layout, size, finishes, comfort, running costs and overall usability – it will struggle in the market. It may sit vacant, attract the wrong tenants or only perform at lower rents. In real estate, success comes from responding to real demand, not personal assumptions or outdated ideas.
The bottom line: coordination is key
A building is a complex puzzle. The architect’s drawing must match the engineer’s strength calculations. Both must leave space for electrical, plumbing and mechanical systems; and the specified materials must be suitable and sustainable.
If these pieces are not coordinated from the very beginning, you will be forced to redesign on site – the most expensive and disruptive place to solve problems.
This coordination directly determines your return on investment and liquidity. A well-planned, functional building rents quickly, has happy tenants and keeps its value. A poorly planned one sits empty, needs constant discounts to rent and requires endless repairs. In essence, better design is not just about aesthetics; it is the foundation of better financial returns.
The simple message
Start the right way. Begin with a clear brief, invest in a thorough design analysis and engage a consultant who will coordinate with your best interests at heart. This disciplined approach at the start is what separates a thriving, valuable asset from a problematic, stagnant project. It is the non-negotiable foundation of all successful real estate.
Jolanda Castagna is the Founder and CEO of Akka Kappa Ghana, a leading full-service real estate firm in Accra. With over two decades of experience, she guides clients through development, sales and property management with a focus on integrity and long-term value.
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