Real Estate companies have been putting in crores in TV commercials, Celebrity Endorsements & Print Media for branding and lead generation for their projects. This strategy has been working well for many decades, but changing economic and competitive environment has put great pressure on their bottom line. Hence, the real estate developers have started focusing on better ROI yielding marketing channels.

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This is where Digital Marketing holds some answers. Digital Marketing is a Pandora’s Box, but in right hands, it can be a very effective tool. The metrics that define the effectiveness of a campaign can be easily measured in real-time and actionable insights can be gathered to optimize the campaign unlike traditional media which is more akin to spray and pray model.

Some highlights of Digital Marketing relevant to Real Estate Industry:

  • Ability to target the specific target demographics based on hyper local targeting, age, gender, behavior and other interests – For example: A male banker aged 48 years need to be shown a different proposition as compared to a 34 year old female who runs a successful media agency
  • Continuous optimization of the Campaign based on performance (with negligible financial impact)
  • Ability to move the customer through sales funnel by reaching out to same customer multiple times with evolving messaging
  • Cost-effective Lead Generation

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And all this can be achieved with just 10% of the marketing budget required for traditional channels, in some cases even lesser. Integrating Digital with the existing marketing channels can fetch even better results.

Customer Profile

IREO is India’s Largest PE backed Real Estate company focusing on Delhi/NCR and Punjab markets.

The Objective

IREO, known for its great architectural designs and on-time delivery was looking to grow sales of its premium project –  IREO Victory Valley in Gurgaon. They had been doing branding for the same through traditional marketing channels – Television, Print, Radio.

Being a location and segment specific project, generating quality leads in a cost-effective manner was extremely difficult through prevalent channels.

The Marketing team at IREO had the following objectives:

  • Reduce the Cost of Lead Generation,
  • Increase ‘Right Audience Engagement’ for better conversions

Before the campaign, the leads were majorly being generated through offline channels.

Digibagg Impact

Digibagg devised the Digital Marketing Plan for IREO. Approaching the ‘Right Audience’ in a cost-effective manner was itself a challenging task, given the limited audience size – both in terms of geography as well as Demographics. The level of detailing and test strategies required were a big challenge per se.

Data Driven Detailed (3D) Customer Targeting approach was followed to identify the Digitally accessible sub-groups within the target segment.

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An example of execution

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Some Key Learnings:

1. 55-65 Aged Male group was the most converting audience segment digitally (based on demographics)

2. Women converted better as compared to men which is counterintuitive

3. Hyper local targeting leads to superior returns only when done based on on-the-ground insights

Result

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About Digibagg

We are a Boutique Digital Agency specialising in ‘right audience engagement.’ We follow Data Driven Approach to Customer Targeting and Use Case Campaigning to drive the intended results for our clients.

Our Leadership Team

Our Leadership team comprises of highly experienced IIT/IIM Graduates with deep expertise in Digital Marketing and Content Strategy across industries.

Our Clients

Our clientele includes a healthy mix of innovative startups and brands such as TATA CliQ, TATA Steel, Exide Life, ICICI Prudential Life Insurance, IREO, Cointribe, Olivetheory, etc.