Our client, a leading plotted development company in India, is renowned for offering high-growth land investment opportunities for families seeking a secure future. They are also committed to social responsibility, empowering the girl child through educational programs in rural India. They also offer discounts on land registered in the name of the girl-child.
Blogs >> How We Helped a Leading Plotted Development Company Conquer South India
How We Helped a Leading Plotted Development Company Conquer South India
Overview:
The Challenge:
The client sought to expand brand awareness and generate leads in Telangana, Andhra Pradesh, and bordering areas of Maharashtra and Karnataka. Their primary goal was to establish themselves as the trusted choice for land investment, a decision that safeguards a child’s education and a family’s future.
Phase 1: Building Brand Awareness
Strategy: We employed a comprehensive multi-channel strategy, targeting the client’s audience across various digital platforms. This included Facebook traffic campaigns, YouTube ads, Google Display Network placements, Performance Max campaigns, and Google Search ads focused on specific locations with ongoing or upcoming projects.
Communication: The campaign messaging emphasised three themes- the client’s position as India’s trusted land investment partner, highlighting their years of experience and strong industry reputation, and focusing on securing a child’s future. Credibility points like testimonials from satisfied customers further bolstered brand trust.
Results: This initial phase delivered exceptional results. We achieved a staggering 840,000 clicks at a cost-effective rate of less than INR 0.5 per click. This demonstrates the power of our targeted strategy in maximizing visibility and brand awareness within the allocated budget.
Phase 2: Retargeting and Project Focus
Strategy: To maintain sustained brand recall and engagement, we implemented retargeting campaigns on Facebook and YouTube, reconnecting with those who interacted with our initial ads. At the same time, we reached out to new audiences through relevant keywords.
Communication: Personalized landing pages were created for each project, providing potential buyers with a tailored journey. These pages showcased project details like connectivity of the plotted development, upcoming infrastructure developments around it, and past land price growth in the region. Ads also revolved around similar themes providing information about the development and re-ensuring all authority approvals to build trust.
Results: This phase maintained a cost per lead below INR 1000, indicating high-quality leads and successful campaign optimization. All leads were generated through form fills on the personalized landing pages.
Phase 3: Scaling Success
Strategy: We strategically increased campaign budgets through creative, audience and keyword testing and targeting while prioritizing lead quality and cost control. This ensured continued lead generation without compromising the value of each lead.
Communication: Compelling offers like limited-time price reductions or upcoming price increases were introduced to create a sense of urgency and encourage conversions. Customer testimonials were further leveraged to reinforce buyer confidence.
Conclusio
This data-driven marketing campaign went beyond generating clicks. It established the client as a leading land investment brand in South India. Here’s a glimpse of theĀ impact:
Significant increase in brand awareness across target regions.
Improved website traffic.
Substantial lead generation for potential investors and sales associates/ partners.
By understanding the client’s goals and target audience, we implemented a customized marketing strategy that yielded exceptional results. This case study is a testament to the power of data-driven marketing in achieving brand awareness, lead generation, and conversions in the competitive real estate sector.