The VTP Skylight (Verve) project, located in Baner-Sus, Pune, embarked on a 4-month marketing campaign to generate leads and promote the project. This case study highlights the campaign’s key objectives, strategies implemented, and the impressive results achieved during the tenure.
Objectives:
The primary objectives of the VTP Skylight (Verve) campaign were as follows:
a) Generate high-quality leads for the residential project.
b) Increase awareness and visibility of VTP Skylight (Verve) in the target market.
Challenges Faced:
Time-Consuming Process: The client struggled with a lengthy and inefficient lead generation process, resulting in delays and missed opportunities.
Unrealistic Home Seekers/Buyers: The market comprised a significant number of home seekers with unrealistic expectations, making it challenging to convert leads into potential buyers.
Poor Market Conditions: The real estate market faced unfavourable conditions, including low demand and a slowdown in sales, requiring strategic efforts to attract buyers.
Failing to Leverage Technology: The client lacked expertise in utilising digital tools and technologies to optimise marketing efforts and reach the right audience.
Lack of Expertise: The client faced challenges due to a lack of expertise in implementing effective marketing strategies and techniques.
Our Approaches:
To achieve the set objectives, the campaign employed several strategies, including:
Facebook ads: A well-rounded Facebook ads approach was adopted, encompassing social media advertising, and Using targeted ad campaigns. This ensured a wide reach and increased brand exposure.
Google ads: Informative and visually appealing content, through strategic keyword targeting and search ads, the campaign ensured visibility to users actively seeking real estate properties in Pune. Ad extensions, and relevant landing pages were employed to drive qualified traffic to the project’s website.
Targeted Advertising: Precise audience targeting was employed through various channels, focusing on individuals interested in real estate investments, luxury living, and those residing or working in Pune.
LinkedIn ads: Recognizing the professional network’s potential, LinkedIn ads were utilised to target individuals interested in real estate investments, luxury living, and those residing or working in Pune. The platform’s business-focused environment allowed for precise targeting and high-quality leads.
Thorough Market Research: We conducted extensive market research to understand the target audience, their preferences, and their buying behaviour. This helped in creating a more targeted and effective marketing strategy.
Strategic Digital Advertising: We implemented Facebook ads, LinkedIn ads, and Google ads to reach the right audience. This involved careful audience segmentation, compelling ad creatives, and strategic placement to increase engagement and generate quality leads.
Market Monitoring and Adaptation: We closely monitored market conditions, tracked industry trends, and regularly adjusted the campaign to align with changing market dynamics and maximise results.
Results Achieved:
The VTP Skylight (Verve) campaign yielded remarkable results within the 4-month tenure:
Client name
Project Name
Leads Count
CPL
Tenure
Site Visit
Token
Booking
First Key Realtors
VTP Skylight (Verve)
2700
250-300
4 Months
405
110+
55+
Efficient Lead Generation: The campaign successfully generated a total of 2,700 high-quality leads, indicating a strong interest in the project within the target audience.
Token Utilisation: Out of the 105 tokens available, an impressive 100% token utilisation was achieved. This demonstrated the effectiveness of the token-based promotions and the campaign’s ability to convert leads into potential buyers.
Increased Brand Awareness: The campaign significantly boosted the visibility and recognition of VTP Skylight (Verve) in the market, reaching a vast number of individuals and generating positive brand impressions.
Improved Audience Engagement: Targeted advertising on Facebook, LinkedIn, and Google helped in reaching the right audience, resulting in increased interest and engagement from potential home seekers.
Market Resilience: Despite challenging market conditions, the campaign’s strategic approach helped overcome the poor market sentiment, resulting in a steady influx of interested buyers.
Technological Advancements: By embracing digital tools and platforms, the client experienced enhanced efficiency, improved customer engagement, and better insights into their target audience.
Conclusion:
The VTP Skylight (Verve) campaign achieved remarkable success in generating leads, increasing brand awareness, and optimising conversions. Through strategic implementation of Facebook ads, LinkedIn ads, and Google ads, the project successfully positioned itself as an attractive residential option in Baner-Sus, Pune. The campaign’s achievements highlight the importance of leveraging social media and search engine marketing to maximise reach, engagement, and conversion rates in the competitive real estate market. The client was pleased with the results achieved, demonstrating the effectiveness of our approaches and reinforcing the value of a comprehensive marketing strategy in achieving desired outcomes.
