Some details
Background
Golf Edge, a residential space by the mighty Phoenix Group, a major player in the real estate segment. Located in the Financial District, Gachibowli with 30-floor high-rise houses and 487 exclusive units that exemplify contemporary architectural marvel. With about 400+ flats already sold, Golf Edge approached us to generate leads for the leftover duplex apartments with a limited
timeline.Brand
The Phoenix Group is a major player in the real estate segment with proven excellence of creating ultra luxurious projects in the residential space like Golf Edge, The Village, and Halcyon. Building world-class spaces is their forte and is an undeniable name to reckon with in the real estate market in Hyderabad.
Objective Performance Marketing
The goal was to generate quality leads &, Walk-Ins for the remaining 50+ Duplex Apartments for Golf Edge and thereby lead to sale of the same.
Approach
When 400+ flats were already sold, the remaining didn’t seem to be a huge challenge, all it took was to find a way out to our specific target. We began with a physical site visit post which we had a brief session with their pre-sales team to understand the patterns of sale. It was a proper analysis of who bought the homes, where are they coming from, the demographics, their interests, their behavioural patterns, psychographics and every minute detail that helped us derive our holistic strategy. After which we could identify the platforms our TG was available and active on that included Linkedin, Money Control, Inshorts, Economic Times, Facebook, Instagram, Google and YouTube.
Gauging the perceptions and notions, a funnel was created with the user flow to determine our user journey and cross-platform campaigns with straight communications were executed. We also created an interactive and super fast loading Landing Page that connected all the platforms and everything leading to a Lead Management system to monitor the quality of leads, feedbacks, and garner quality insights in order to tweak campaigns accordingly, all at one place.
Our major efforts here went into creating communications that spoke to our users straight. If we target the right user, we also communicated only what he/she would be interested to know about the offering. The outright mention of the exact price of the duplex worked wonders and enhanced the quality of every single lead. Different formats of communication across platforms with a straight call to action and a video on YouTube with an experience-oriented message all added to the relevance of the campaigns and information, getting all the leverage it needs.
Outcome
In about 75 days we have successfully generated 3000+ quality leads that lead to 15 conversions along with 25 intrested walkIns in pipeline.
When you have your goals defined, you know exactly what to do, all it takes is a way out.
