Naroo Constructions, a construction establishment specialising in building apartments and rental homes, had reached out to us in November 2020 with a specific target in mind. We were approached with the intent to help one of their projects gain maximum awareness across major cities of India and to generate high quality leads, which would turn into prospective buyers for their luxury holiday home.
La Palma Residencies in Goa was designed as a fusion of modern, contemporary structural intelligence with a surrounding ambience of lush, greenery. With the location of the project being Goa and Goa having a highly competitive real estate market across India, we analysed their brand’s digital presence.
We conducted an audit of their existing sites and social profiles to factor in areas of improvement and ultimately engage people enough to converse with Naroo Constructions about La Palma. We identified solutions to help boost both, brand and project awareness
- Identified a niche audience. (residents of other states)
- Ran area specific google ads
- Using social media profiles to promote and convince prospective buyers.
We set out initially to better understand the target audience for the project. Upon discussing with Naroo, about the Goan market and the type of clients they would like to cater to, we understood that our efforts would be targeted towards residents of other states. Our approach was to build brand awareness through engaging posts on their social media profiles and also to use creative ads, placed under relevant searches.
Keyword research is an integral part of setting up a campaign. By understanding how prospective buyers of real estate search and integrating that information in the ads, to make those that see the ad understand the things they’re looking for in a holiday home, Naroo provides specific creatives and ad campaigns to drive a higher conversion rate.
Since the project, La Palma, was at its latter stages our primary objective was to ensure that as many apartments as possible would sell out before the opening and to go on advertising them until all flats would sell out.
Through a span of 4 and a half months we ran time sensitive, informative ads on platforms like Google search and Facebook. From the beginning, the competition for advertising under some specific keywords had been high but by better ranking and optimization of all aspects of their online presence we were able to successfully utilize Google ads and in return manage a high rate of conversion for a low cost. In the initial month of Naroo reaching out to us, their website and landing pages were low traffic and no leads were generated.
Brand awareness was built upon multiple factors; Previous projects, work being done on La Palma, its surroundings and the lifestyle that surround it were highlighted to give customers a distinctive and memorable trait of owning a beautiful vacation home in Goa, built by Naroo.
(maybe if we have one of the ads created in November we can use it to bifurcate paragraphs)
Running split tests helped determine whether to run ads based upon vacation homes or relocation homes. It was noticed that a considerable amount of people invested in homes in Goa to rent them out themselves later, so based on that knowledge we also made efforts to depict owning a home in Goa as an investment
By running ads across affluent areas of 8 major cities of India like Delhi and Bombay, we portrayed La Palma as a part of the buyer’s successful attempt in living a beachlife in Goa. Contact forms were set up to generate interested leads but the first month had a small budget, thus limiting the potential of reach the ads have. Regardless, we managed impressions averaging about overall ₹18.65 cost per click.
Naroo constructions believed in the growth and increased budget which then had a direct positive impact in the second month. The budget was doubled and the number of conversions also increased . The impressions also reached 3,768 from 1,721 which shows a 119% increase in impressions and the average cost per click reduced to ₹21.60 from ₹22 per click.
The following months brought the most growth in all aspects. Average cost per click dropped to nearly as low as below ₹15 in March and about 63 prospects filled in the contact form. But come the end of March, we achieved our target, well before the opening of La Palma.