In the start of 2022, real estate marketing was relatively new to me. When I faced a unique and challenging real estate project in Dhankawadi, Pune; I was ecstatic to experiment, learn and perform. The project's location presented a significant obstacle as the then entry gate faced a crematorium. This made potential buyers sceptical about visiting the site, let alone considering purchasing an apartment. My role was to leverage performance marketing to generate leads from Facebook, Google and Adgebra which would be nurtured further into real estate site visits.

Challenge in Real Estate Marketing:

I took responsibility for the digital advertising efforts after the campaign communication had already been established. I initiated the digital ads using the existing communication creatives. Through daily monitoring of performance metrics, I observed that our daily reach remained strong, but both the click-through rate (CTR) and conversions were underperforming. As the first month concluded, I proactively decided to conduct an A/B test to assess the impact of the language change to Marathi.

The Solution:

I decided to dig deeper into understanding our target audience by closely collaborating with the pre-sales and sales teams. I identified a crucial insight: our target audience felt more comfortable communicating in Marathi, the native language of the region. I decided to pivot to a Marathi-centric approach to resonate more with the project’s target audience.

The Execution:

Marathi-Centric Content : I revamped our ad copies, ad creative, landing page content to be in Marathi.

Localized Keywords : I conducted extensive keyword research to identify the most relevant Marathi keywords related to real estate in Dhankawadi. This allowed us to optimize our ad campaigns for local search intent.

On-Point Visuals : The artistic impression images of the project were used to showcase the project's features that mattered most.

Feedback Loop : I maintained an open feedback loop with the pre-sales and sales team to fine-tune the messaging based on their interactions with potential buyers.

The Outcome:

The results were encouraging. By embracing the new efforts, I achieved:

Higher Conversion Rates : It significantly boosted our conversion rates. Potential buyers felt a stronger connection to the project, leading to more inquiries that the first month.

Reduced CPL : The change in strategy resulted in a lower Cost Per Lead, making our marketing efforts more cost-effective.

Conclusion:

In the face of a challenging real estate project with a less-than-ideal location, effort towards a Marathi-centric communication proved to be a game-changer. By understanding and adapting to the preferences of our target audience, I was able to generate more leads. This case study underscores the importance of cultural sensitivity and local relevance in performance marketing, even in the most challenging circumstances.