Ireo's Success in Low Cost Lead Generation - A Real Estate Case Study

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.


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


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.



An example of execution


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



Looking to create similar success for your business? Contact Us

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.

5 Most Important Digital Trends of 2017

Innovation knows no boundaries and change is going to happen whether you pursue it or not. The World is changing day by day and when we look closely, we see that the reason behind this change is Digitization. Digitization reshapes every aspect of a business. From E-commerce to Technical trends, from Artificial intelligence to Internet of things and Application program interfaces (APIs). We are half way through 2017 and these are the biggest digital trends of this year:

1. E- commerce


In the early days of e-commerce, it was USA that was the major driver of eCommerce growth. E-Commerce has since become a global phenomenon and seeing exceptional growth in developing economies like China and India. E-Commerce is growing rapidly and so is the competition. E-commerce has made shopping experience really dynamic, Just like dynamic user experience in web interfaces. To be honest, all the massive trends that seem to rule the eCommerce in 2017 have already arrived but they are going to be more solidified and strengthened. Lastly, staying competitive is no longer enough for eCommerce business now. One needs to stay innovative as well.

2. Technical Trends


Blink and you could miss it. The speed at which technology advances and upgrades can seem overwhelming. We’ve already seen some major steps forward in augmented reality (AR) and virtual reality (VR) technology in 2016. But it’s going to be next year before we see things really take off. Once they do, you’ll need to be ready for AR and VR versions of practically everything.

3. Artificial Intelligence


WHAT WAS ONCE just a figment of the imagination of some our most famous science fiction writers. As we have seen movies made by great  Hollywood directors like Stanley Kubrick’s “2001: A Space Odyssey released in 1968, which gave the world, one of the best representations of AI in the form of HAL 9000. The rise of the personal computer in the 1980s sparked even more interest in machines that think and Steven Spielberg’s Artificial Intelligence released in 2001, which showed Artificial intelligent robots having their own mind.

The term artificial intelligence is also used to describe a property of machines or programs: the intelligence that the system demonstrates. AI has already had a profound impact in more subtle ways. Weather forecasts, email spam filtering, Google’s search predictions, and voice recognition, such Apple’s Siri, hell we can push a button in our cars and ask her to call or play music as well. A.I.-fueled gap between the haves and the have-nots, both within and between nations. Or to put the matter more optimistically: A.I. is presenting us with an opportunity to rethink economic inequality on a global scale. These challenges are too far-ranging in their effects for any nation to isolate itself from the rest of the world.

4. Internet of things


IOT allows objects to be sensed or controlled remotely across existing network infrastructure, creating opportunities for more direct integration of the physical world into computer-based systems, and resulting in improved efficiency, accuracy and economic benefit in addition to reduced human intervention. It’s also changed how daily life operates by helping create more efficient cities and leaner enterprises

IOT is expected to offer advanced connectivity of devices, systems, and services that goes beyond machine to machine (M2M) communications and covers a variety of protocols, domains, and applications and it is estimated to have 50 billion IOT sensors by 2020.

5. Application Program Interface (API)

Application Programming Interface is a set of subroutine definitions, protocols, and tools for building application software. In general terms, it is a set of clearly defined methods of communication between various software components. The system of APIs has come a long way since their birth and first usage. They are already very important for the development of applications, as they act as an intermediary and a communicator between different applications, between different websites, between the application and the website and between the developer and the application. The future of open API is going to grow rapidly and open the doors to the development of many innovative applications and tools.

 Let us know what other trends you see ruling the second half of this year!