Digital Marketing is aggressively used by Real Estate companies to attract buyers for different projects. Digital forms a first touch point to introduce a product to the buyer and then push them further in the journey.
An effective digital marketing strategy can help real estate brands to drive more prospects to their project. In this article we are going to look at digital marketing strategy which we crafted for Nandan Propsera Gold to drive sales
About Nandan Prospera Gold
Nandan Prospera Gold is a 3 BHK luxury apartment project in Balewadi Pune. Balewadi is one of the upcoming locations in Pune West and has unmatched connectivity.
The project has aangan to each flat, tennis court, jogging track, fully equipped air conditioned gym and artistic landscape party lawn with barbeque stands.
Objective
- To increase visibility of the project on digital media
- To drive sales
Strategy
- Crafting communication strategy
- Precisely targeted the audience
- Lead Nurturing
The Campaign – #StandOut
As the project is located in Balewadi, which has become one of the hottest location in Pune, we wanted to craft a campaign which would not only get the attention of the audience but also make them feel proud living in a luxury property in Balewadi.
So in order to articulate this we came up with a campaign thought #StandOut. This campaign thought resonates with the audience, makes them feel proud and adds to their lifestyle.
The campaign was then followed by series of communication highlighting different aspects, Lifestyle
Stand Out with an address to impress
Stand Out beyond the norms
Stand Out with Luxury by Your Side
A location that is both convenient and classy
The campaign Stand Out was then targeted on display and social network to drive visibility and generate enquiries.
We further used direct communication to communicate the project location, pricing, luxury aspect and offer as below
Social Media
Display ads on premium websites including tennis channel, forbes, golf etc
Search ads with branded and non branded terms to drive users to project pages looking for 3 bhk in balewadi
Further the communication was followed by lead nurturing strategy to drive users close to the purchase journey by communicating different aspects of the project including connectivity, luxury quotient, amenities, finance options, floor plan etc
The Impact
Lead Generated – 450
