Dheeraj Realty, a renowned property developer in Mumbai, has been in the Real Estate business for the last 35 years. Having developed various high end, luxury and ultra luxury properties in Mumbai, Dheeraj recently launched a budget homes project i.e. LivSmart Homes at Kurla West, Mumbai, just 15 minutes from Bandra Kurla Complex. LivSmart Homes one of the big residential projects in Mumbai, consists of 28 towers, offering smart 1BHK, 2BHK Compact and 2BHK residences (1,600 flats).
LivSmart Homes, Dheeraj Realty’ first value homes project was primarily aimed at potential buyers currently residing across suburban Mumbai. Online digital marketing formed an intrinsic part of the marketing plan, something they were new to. The objectives were to create brand awareness, as well as generate leads. We convinced them to undertake Digital Marketing (pay per click, social media, email marketing, sms marketing, online media planning etc.) and Offline Marketing (Outdoor, Exhibitions, Radio, Print etc.) activities, to achieve the desired objectives.
Marketing Platforms Suggested by Us:
- Pay Per Click (Google Search, Google Display, and Yahoo Network)
- Social Media (Instagram, LinkedIn, and Facebook)
- Email Marketing
- SMS Marketing
- Online Media Planning
- Real Estate Portals (99acres, MagicBricks, Housing)
- Search Engine Optimization
- Mobile Apps Advertising
- Whatsapp Marketing
- Blackberry Advertising
- Print Ads
- Radio Ads
- Billboard i.e. OOH Ads
- Property Exhibitions
We also used the following media – Metro Trains, Local Trains, BEST Buses, BEST Bus Stops, and Hoardings at places with high population density and traffic.
The results of the above campaign were outstanding. We monitored each and every platform right through the advertising period. We used dedicated numbers to track leads from each platform. A CRM Software was deployed to track the quality and quantity of leads coming from each platform. It helped us to ascertain the top performing media. We used dedicated numbers, short codes and customized landing page URLs to monitor enquiries. The CRM tracking system helped us track the quantity of enquiries generated by each platform and the cost per lead of each platform.
How Organic Traffic Increased?
We got traffic from various sources i.e. outdoor, print, radio, and digital. We had used conversion tracking in the Google Analytics Tool to monitor leads coming from various platforms.These activities helped generate 500+ organic leads in just two months.
How Each Media Helped Generate Leads?
The above figures have proved that Digital Media plays an important role in lead generation. We spent around 15% of the budget for the Digital Marketing Campaigns. These figures don’t mean that the Outdoor, Print and Radio Ads had no role to play – in fact they created a high brand awareness. Our outdoor, print and radio ads were exposed to more than 50 lacs people in Mumbai. Brand Dheeraj Realty and the LivSmart project increased in saliency and was regarded as a leading Real Estate brand in Mumbai.
Let’s see cost per leads data
We would have liked to share the actual cost per lead but obviously that’s confidential and not for public consumption. The cost per lead generated by Ourdoor Media is much higher than Digital Media. Print Media is expensive but have generated enough leads. Digital media is now considered a performing media by Real Estate companies as it generates leads at an affordable cost. This is why Real Estate Companies are now spending more on Digital Media than traditional advertising media. This campaign has proved that Digital Media is the future of Advertising and will be exploited by many brands in India.
Conclusion: The Advertising industry is changing rapidly in India, as more and more companies get on to the digital bandwagon and use digital marketing for brand awareness. The digital media is much more economical compared to traditional radio, print and outdoor media. We can have full control on digital marketing activities, as real time monitoring is possible. The above statistics have proved that Digital media is important for lead generation while outdoor, print and radio media are more suited for Brand Awareness.
What the Marketing Head of Dheeraj Realty Had To Say
“This was our maiden effort in the digital space and honestly in the beginning, I had my apprehensions about the medium and the outcome. I am glad that the agency pushed me because the results were overwhelming and beyond all expectations. The ROI achieved has been great, resulting in helping us more than achieve the launch numbers. The agency has done a fantastic job, working round the clock, with impossible deadlines. Today, I’m totally sold on the digital medium”
………….Ravi Gurav, VP Marketing, Dheeraj Realty