How we grew & improved leads quality for a Real Estate brand?

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About the Brand

Sukhii Ubuntu is a one-of-a-kind under-construction high-rise residential project by the Sukhii Group. The Sukhii Group was founded 28 years ago and strived to create healthy, safe, and sustainable communities. Sukhii Ubuntu is Sukhii Group’s flagship project built on the principles of care & positivity, harmony & hospitality, and respect & peace. The project is located at the dense foothills of Khajaguda, Puppalaguda, Hyderabad. Apart from state-of-the-art amenities, over 70 amenities to be precise, Hyderabad’s first Skydeck that connects three high-rise towers on top, two five-star clubhouses, and a lot more USPs, it’s a project that’s sure to set a benchmark in the Hyderabad real estate market.





Client
Sukhii Group
Industry
Real Estate (Residential - Highrise Apartments)
Service(s)
Branding, Web Development, Digital Marketing (SEO, SEM, SMM, Blogs, Emailers), Internal Branding, Video Production, WhatsApp & SMS Marketing, CRM Integration




Brand Challenge

  • One of the biggest challenges with the brand is that their earlier projects were of a smaller scale.
  • Also, the brand had done very little to no marketing all these years
  • The brand’s online presence was also almost negligible
  • Hence, it was important to not just amplify their presence with powerful content and strategies, we also had to gain customer’s trust along the process
  • The idea was also to understand and improvise the end-end-to-end business process in terms of lead capturing, follow-up, scripting, closure, etc.


Brand Objective

  • Generating quality leads from digital campaigns along with a good ROAS (Return on Ad Spend)
  • To reach potential customers in Hyderabad and in an around 8 KM radius from Puppalguda area
  • Generating bookings for the Sukhii Ubuntu 2BHK / 3BHK / 4BHK flats
  • To generate more buzz in the market about the lounge bar


Brand Category

Real Estate



Marketing Plan

  • Target Audience with Persona Building
  • Channels to use
  • Activities to execute

Target Audience

Primary Age Group: 35–50 years old
Secondary Age Group (Influencers): 24–34 years old

Location: Hyderabad (8 Kilometers radius from the Project)

Channels & Mediums
  • Social Media Management (Facebook, Instagram, Twitter, LinkedIn & YouTube)
  • Search Engine Marketing (Google Ads: Search, Display, Video)
  • Search Engine Optimisation (SEO)
  • Content Marketing
  • Online Reputation Management

Approach

Step 1: Research
Step 2: Competitors Analysis
Step 3: Landing Page design and Google Tag Manager setup
Step 4: Content Marketing by Writing compelling ad copies & Blogs
Step 5: Creating unique Ad Visual Campaigns
Step 6: Launch Campaigns followed by Tactical Campaigns
Step 7: Google Ads Campaigns (Search, Display, Video & Remarketing Ads)
Step 8: Social Media Campaigns (Engagement, Like Ads, Conversion Ads, Traffic Ads, Remarketing Ads, Lookalike Ads & Lead Generations Ads)
Step 9: Optimizing the campaigns to improve Leads Quality
Step 10: Online Reputation Management: Online reviews (Google & Social Media)
Step 11: Build a Real-time Dashboard to track 360-degrees of the Brand
Step 12: Understanding Analytics to use actionable insights
Step 13: Showcase





Leads Quality

In 90 days:
  • Campaigns were fully optimized. And while that quantity of leads was on a steady incline, the quality of leads was challenging.
  • Optimized the campaigns for people who showed interest in targeted locations
  • Added irrelevant keywords to the negative match and increased the bidding for relevant keywords
  • Targeted Audience in location and their interest in the location, along with Household income options, were explored
  • A/B Testing of ad copies was done to understand what works best
  • We decreased the budgets of Google Display Campaigns to improve the quality of the leads and increased the budgets for Google Responsive Search campaigns based on the auction insights
  • We removed the keywords which are not generating conversions and added more budgets to the keywords which were generating better conversions
  • Mobile conversions were driving good results; hence we increased the budgets for mobile compared to other devices
  • We experimented with different ad sets in the social media campaigns by including 15-30 seconds reels



40%-90%

Google Ads Qualified Leads

62%-79%

Social Media Qualified Leads

9803

Project Location Walk-ins

1,90,545

Total Website Traffic





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