Windsor Developers
Intro
Windsor Developers is well-known mid-sized real estate developer having completed a mix of residential and commercial projects in Bangalore. With a vision to become a key player, they have also incorporated sustainable resources in every project they undertake
Their Challenge —
Although a well-known brand, Windsor wanted to gain traction for their new 286-unit residential project, located away from the city. They wanted a rapid increase in new bookings for this project in a limited amount of time.
But, the real estate market in Bangalore is jam-packed with numerous builders offering residential units at competing prices. A buyer, today, has numerous choices while buying a home/ flat.This was something the client was aware of and wanted us to circumvent price as a factor while influencing prospects.
Our Strategy —
After doing in-depth research, our insight pointed that a majority of prospects would base their trade-offs on the location of the property they are looking to buy. This, although, seems a no-brainer, it is something that was contrarian to the project located well outside the city. This would be an objection that would create an obstacle in the sales funnel.
To reach a relevant audience and obtain better conversions, we created and implemented a focused Social Media Marketing (SMM) strategy. This covered both an organic content drive and paid media push with ad campaigns that talked about various points about the property that would take the focus off from the location.
Specific landing pages were designed and deployed highlighting every feature of the project along with its location that enjoys abundance of fresh water. PPC Campaigns were set up that would appear on the searches that were relevant and would take a prospect to these landing pages
Display ads were also run in Kannada, the regional language. These ads targeted people who had previously searched for flats in Bangalore. They were also targeted to people who visited sites that contained classifieds. The aim here was to connect with the local audience.
Their Success —
150%
Increased number of leads in a span of 2 months.
25%
Conversion rate improved. Client could sell overhalf their units with the leads generated that were difficult to sell due to being away from the city.
Conclusion —
Windsor Developers is well-known and reputed mid-sized Real Estate Developer of Bangalore, they were launching a new residential project in Bangalore and with the launch they also wanted to be considered as a key real estate player of Bangalore. Their primary objective was to get a sizeable booking for their new project with a superior brand positioning. The challenge though looked simple for Telloquent, but the tasks were as much diverse. After doing an in-depth research, our insights pointed out that most prospects would base their trade-offs on the location of the property they are looking to buy.
To reach a relevant audience and obtain better conversions, we created and implemented a focused Social Media Marketing (SMM) strategy. This covered both organic content drive and paid media push with ad campaigns that talked about various points about the property that would take the focus off from the location. Utilizing the local language, Kannada in the display ads and by further developing landing pages which solely focused on each feature of the project the campaign proved to be quite advantageous to the client. Within a span of 2 months the number of leads increased by over 150% and shaped an improvement in conversion rate by over 25%.
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