Digital Marketing for Real Estate Builders

Driving Sales through Quality Lead Generation & Lead Nurturing

 We leverage digital platforms to meet your objectives

Digital & Video Digital Media Technology & Content &

Social Media Creation & Planning UX Search
Strategy Marketing Engine Mktg

Influencer 22 Data & Insights Digital Training

Marketing Languages

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Our Approach
Goals Allow interested
users to experience
Portray your project
as a good
Aim to drive EOIs
through offers and
How do we get prospective
the property despite investment assured returns
consumers to experience the
the lockdown opportunity in the policy
property from the safety of their
current situation
homes amidst the current scenario?
 Our Strategy

Strong Communication Creating a virtual site visit Influencer Marketing

Strategy experience using AR
Collaborating with influencers in
-Speech Analytics to identify Providing a sneak peek into the the Finance/Investing space to
consumer pain points experience of entering a model highlight that this is the best time
-Offer led communication to apartment of your project to invest.
showcase incentives and create Apartment to highlight the key
urgency differentiators
 Discovery

- Creating the brand impact/awareness on the digital

platform

Consideration

- With the help of Social Proof/Testimonials and special

Digital Journey -
offers we can bring down the consumer in the funnel
Influencer Marketing would be a great option to explore

Of The Lead Generation & Nurturing

- Generating leads using digital advertising and dynamic
Customer landing pages.

Site Visit
- With the help of AR we shall create the experience of
an onground Site Visit
 Communication Strategy
Essential Steps For In the current situation of the pandemic it is essential to refresh the communication to
gain attention of audience. The following routes could be explored:

Creating Pipeline ● Special Offers: Various major real estate players have being offering special
discounts and offers to achieve better numbers.
● Customized Communication: Leveraging on pain points of the customers such as
traffic, distance etc.
Note: We can have a call out in all the creatives stating 100% Refund.

Exploring Speech Analytics

● AI driven conversational intelligence can help turn calls into rich first party data with
actionable insights.
● Analyzing the past calls can help derive key insights into the pain points and purchase
intent of various segments of audiences. We can also make implement the learnings
from these insights back into our communication strategy to improve conversion
rates & lower acquisition costs.
Explore
audiences
based on
their
shopping &
financial
habits

Loylty Rewardz processes 180 million debit & credit card

transaction in a month
 Using crowdsourced testimonial videos
Consideration ● Crowdsourced testimonial videos from the current residents of the project
will act as a very good motivator for people to site visit
● Float offers like reduced booking fee with an assured return policy to ensure
the lead maintains interest till the time the market improves. Class A builders
like Brigade Group have adopted a similar strategy with online payment,
virtual tours and digital signatures.
● With the current situation of the market, we can collaborate with finance and
investment influencers to talk about the below topics while subtly mentioning
your project -
○ What are the investment opportunities in the current market situation?
○ Is Real Estate a good investment option at the moment?

These topics can include a mention of Ultima along with the special offers to
portray the project as a sought-after investment.
 Exploring Influencer Marketing
Consideration ● Influencer Marketing would is a great way to influence people and create a
sense of interest in their minds.
● We could collaborate with influencers on Instagram and Youtube who guide
people on investments.
● We could use these influencers to communicate about the property and
highlight the USPs along with special offers/discounts being given during this
period of pandemic.
 The following channels to be explored for lead
Platforms for Lead generation:
- Facebook
Generation - Google
- LinkedIN
- Taboola/Outbrain

Eliminated channels such as Yahoo, Colombia considering the price

point of the project.
 Real Estate Facebook
Catalog

● Real Estate Ads are a

type of dynamic ad
that's optimized for

Facebook real estate inventory.

● These ads offer

Catalog unique targeting
options specific to
real estate advertisers
and also create an
audience pool of
people looking for
similar properties
 Potential Audience on the platform

- Shall reach out to the potential audience with the following targetings
Leverage - On the basis of years of experience - 10 years +
- On the basis of job seniority - CXO, COO, CFO, CEO, MD, FOUNDER ETC
LinkedIn to
Note: In both the cases we shall be excluding the sectors of travel, hospitality,
target people automotive and aviation.

in financially
stable
sectors
 Empowering Chatbots & Messenger Bots For Lead
Lead Nurturing
Chatbots are great way to communicate with our leads. The following channels

Nurturing can be explored to continuously nurture our leads:

Facebook Messenger
WhatsApp Business
Landing Pages
Mailers/ SMS
Lead
Nurturing
Site Visits

Creating a virtual experience of a site visit

Leveraging AR to aid virtual Site Visits.
AR Experiences
Project Walk-through
To provide the Ultima Experience, we would provide a 360° Immersive experience of
the project walk-through.

Project Showcase
To provide a better understanding of the project and its aesthetics we could create a
AR project via which one can understand how the project appears during the day
and night.

Expected Impact:
Reducing dependency on site visits to provide the your project Experience
More visuals associated with brand & property
 Special Offers: Understanding the need of the hour, it would be essential to provide
discounts/special offers to the potential buyers.

Expression Of Interest (EOI) - The overall amount of EOI can be reduced/made refundable
to attract the customer.
Immediate
Actionables Payment Gateway: Integration of a payment gateway would be essential during this time
to aid the potential customer for a purchase.
During The
Pandemic Check In Calls: Here the current database of customers can be bought to use, where calls
can be made to them as a check on their well being. This would be a good initiate aid
positive sentiments about the brand

Referral System: We can look at a referral system for potential/existing customers where
special discounts/ incentives can be looked for customers who refer other customers
 Host and Promote Walkthrough videos on YouTube channel by creating 360 degree
videos for the customer to take the walkthrough.

Diversification Strategy : Explore newer markets/geographics where demand might come

from, for eg - NRI Markets.
Immediate
Actionables Train our salesperson: Encourage our sales teams to be more compassionate and exercise
patience in resolving customer queries
During The
Pandemic Fully engage with lower funnel audiences : last 7 day visitors to website, lead form
captures etc., with emailers/messages. Communicate our stance and let the customers
know we care.
 We recommend Ad Platforms based on customer behaviour and presence

Google Adwords(Search) Google Display & Other Platforms-Colombia, Social Media

Yahoo, Money control, Double click Advertising – FB,
• Looking/ searching specifically Instagram & LinkedIn
for the Product or service
• Not actively looking/searching but niche audiences meeting
target audience criteria • Not actively looking/
• Targeting Keywords and searching but will be
Placements on Google Network interested in the product/
• Targeting based Audience categories, e.g. HNI on money
control with Net Value 100 Cr. service

• Targeting based on geo, age,

interests, etc.

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 Contextual:
Investing in Luxury Life Events:
Properties,second real Blend of traditional
Advanced Targeting can help drive estate investment, best events and functions. Eg-
Recently completed a
better results weekend homes,
Luxurious & Private Master’s degree, Recently
Vacation Homes. Married.
Lookalike
Audience:
Lookalike of those who have
engaged with our ads, those Interests:
who have submitted leads Luxury Cars & Brands,
Custom Audience of people who Frequent Travellers, Golf
are searching for and have
visited competitor products.
TARGETING :
Bangalore People (Ages
40+) , Household income: Custom Audience: Professions:
Search: Top 30% Home Rentals For A Weekend Top Job Titles- CA,
Brand, Generic Break, Buy, sell, invest in second
Doctor, Entrepreneur,
(Apartments, Flats & homes
Custom Audience of people IT Manager etc.
House Keywords) &
searching for the brand name Seniority- 5-15+ years
Competitors terms
and project online.
● In-market Demographic Targeting:
● audiences: ● Parents who have high household
Affinity audiences: In-Market Audience of people income in the target locations.
actively looking out for
Luxury Hotels, luxury
residential properties for sale.
vacation, Performance & In-Market Audience of people Geo - Targeting:
Luxury Vehicle looking for investment ● Top Locations with enhanced bid
Enthusiasts opportunities. Investment adjustments in targeted location.
ROI Driven Digital Marketing services, financial planning &
luxury vehicles 21
 Paid Ads on Facebook can be approached in multiple ways

Adverts aimed at
Lead Generation

Adverts aimed at
Brand Building

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 Our team strategies to get the best results - while focussing on creativity

Details of Product/Service,
Price, Key details for decision Experiment & Refine
making

Visuals & Videos

Call to Action (CTA), Offers

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Innovation based on opportunities on platforms

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Multilingual Approach

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 Why your Brand needs a multi-lingual promotion strategy

234 million 2.5 times 10X

Indian language internet Growth in Indian language New internet users will be
users and growing searches on Google Indian language users

9 out of 10
users will be Indian
language users by 2021

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 Marathi, Tamil, Telegu, Bengali internet users are expected to form 30% of the Indian Language users by
2021

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90% of time spent on digital videos in India is in regional languages
Language based reach - Facebook - 11 languages can be selected

Bengali Gujarati Hindi Kannada

23,000,000 11,000,000 180,000,000 9,700,000

Malayalam Marathi Nepali Punjabi

9,600,000 20,000,000 1,400,000 7,900,000

Tamil Telugu Urdu

13,000,000 11,000,000 6,500,000

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 Language based reach - Google - 5 language options

Bengali Tamil Hindi Telugu Urdu

3.8M 680M 4.7B 820M 8.5M

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Case Study: Reduction of CPL by 35% by using a mix of AMP Landing Page
with a multilingual strategy

Link to Case Study: https://www.youtube.com/watch?v=ggzMpzQF2S4&t=14s

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Proven success across sectors & platforms

90%
Increased leads for Casa Grand Builders

90% increase in leads through localised vernacular

ads
 Lead Gen Ads for Facebook in Multilingual for Various Clients – Casagrand, Nisarg, Lancor & L&T
resulting in deduction of the CPL by 50%

https://www.socialbeat.in/blog/how-multilingual-ads-helped-generate-high-quality-leads-with-lower-cpl-f
or-real-estate/
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CASAGRAND - Making use of Tamil ads, the ads picked up and we got leads at a lower CPL

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Cost per lead is 60% lower with Tamil ads
Sample Tamil Landing Page
Landing Page in Bengali for Shriram Properties
Bumper ads in languages for YouTube

Share of digital advertising in

local languages is expected
to increase from

5% to about 35%
in 2021
Media Plan & Keyword Analysis

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Overall Media Plan

Overall Grand Total Media Plan

Budget Split Budget % of Budget Duration Daily run rate

Branding 1,875,000 15%

60 Days 208333
Conversions 10,625,000 85%

Grand Total (Excl. taxes) 12,500,000 100%

Media Plan - Branding

The Presidential Tower - Branding Plan

Alloc. Est Daily run

Channels Ad Type Budget % of spends Impressions Est. Reach Est. CPM rate

Youtube Video Views 656,250 35% 5,468,750 1,367,188 120 10,938

Video Views/
Brand
Facebook/Instagram Awareness 562,500 30% 7,031,250 1,757,813 80 9,375
Video Views/
Brand
DV360 Awareness 375,000 20% 2,500,000 625,000 150 6,250
Video Views/
Brand
LinkedIn Awareness 281,250 15% 351,563 87,891 800 4,688
Total (excl. taxes) 1,875,000 100% 15,351,563 3,837,891 122 31,250
 Media Plan - Performance

The Presidential Tower - Performance Plan

Alloc. % of Est. Qualified Est. Site
Channels Ad Type Budget spends Est. Leads Est. CPL Leads Visits Est. Booking
Google Search Text Ads 2,656,250 25% 885 3,000
Google
Display/Discovery
Ads Display 1,593,750 15% 638 2,500
Web
916 46 14
Conv+Lead
Facebook/Instagram Form 3,187,500 30% 2,125 1,500
Linkedin Lead Gen 1,593,750 15% 398 4,000
Native Lead Gen 1,062,500 10% 531 2,000
Total (excl. taxes) 10,625,000 95% 4,578 2321
 Keyword Analysis - Search Keywords (Brand & Generic)
Generic Keywords
Keyword Avg. monthly searches
luxury apartments in bangalore 1300
luxury flats in bangalore 140
luxury homes in bangalore 110
ultra luxury apartments in bangalore 110
luxury apartments in south bangalore 90
luxury apartments in bangalore for rent 70
luxury apartments in whitefield bangalore 70
luxury serviced apartments bangalore 70

Keyword Avg. monthly searches

Keyword Avg. monthly searches
the presidential tower 170
the presidential tower bangalore 40 cntc presidential tower 70

the presidential tower by shanti builders 20 presidential tower yeshwanthpur 50

Success Metrics
 Drove over 5000 crores in real estate sales through digital marketing in 2019

30%
of the homes are sold
via the digital medium for
some of our clients
1%
50%
of the project
value spent on average to
lesser cost per sale
than offline campaignsacquire the customer
and events
lower cost per sale
than offline campaigns
& events

Real Estate client case studies:

https://www.socialbeat.in/work/assetz_leveraged_youtube
https://www.socialbeat.in/work/100-hour//

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 Case Study: Brigade Group - Driving 4000 leads from a single campaign

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Case Study: Over 190 Crore in Sales through Facebook for Casagrand

Link to Case Study: https://www.facebook.com/business/success/casagrand

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Case Study: Over 90% growth in leads via multilingual ads via Google for
CasaGrand

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We look forward to partnering with you

www.socialbeat.in [email protected]

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