Success Story - 04
SRK Infra - The Estates
CAMPAIGN YEAR2019
DURATION6 months
Aim
Fierce online lead-gen campaigns escalates the sale of
premium villa plots for “The Estates” in a short span
The Estates is 35-acre luxury villa project situated at the foot of Nandi Hills. Developed by SRK Infra group in partnership with Jerry Rao Constructions, The Estates is scintillating example of what a life of luxury midst the nature will be. They have developed a space for 120 luxury villa plots and a 100-room luxury hotel that spreads over an area of 35-acres, beautifully overlooking the majestic Nandi Hills in the background. With an already planned floor map and construction going in full swing, The Estates will be a project that will redefine luxury living in Bangalore.
Challenges Faced
As The Estates fell under the luxury living side of the real estate industry, the major challenge that we faced was to find quality & targeted leads that were sure to be converted. The major competitors like Godrej, Prestige group, Runwal etc, all had their presence in the area and were presenting the same living experience as The Estates did. With the plot price starting from 1.2Cr* to 10Cr*, we knew our target audiences were the ultra rich individuals and HNIs who could be interested in this project. As they fell under a very niche category, one of the challenges we faced was to do extensive research to find these individuals based on their taste, preference and spending habits. Our main intention through this aggressive online campaign was to successfully deliver results for The Estates by keeping the acquisition cost/lead under check.
Strategy planned
As the target audiences for The Estates fell under a niche category, the most challenging and crucial part for us was to narrow down on the sure & convertible leads. We initiated our campaign by setting
SEO -We started ranking for the branded & non-branded keywords that held major importance in the real estate domain just to make sure that the organic inquiries kept coming in. This helped us in maintaining the “Number 1” position on the google search page as compared to our competitors.
Google Search Network (GSN)Post extensive keyword research, we found out the most high-performing keywords that helped The Estates to stay on top of Google Search Ads over their competitors. Sponsored Display Campaigns
A well-curated ad campaign with catchy copy lines and visually appealing creatives helped us to reach out to our target audiences, enticing their interest.
Email MarketingThrough our database of potential target audiences, we handpicked HNIs and sent them personalised e-mailers to capture their interests, which helped us in generating more inquiries.
Technical Approach
- HTTPS setup
- Headline & title-tags
- Mobile-first indexing
- Removing broken links
- Content siloing
- Schema markup
- External links (high PR)
- Guest Posting on websites with higher page rank
Paid Mediums Used
Facebook & Instagram
- Bing
- Quora
Results
| Impressions | Clicks | |
|---|---|---|
| Facebook & Instagram | 5k | 1k |
| 2k | 500 | |
| 1k | 300 | |
| Bing | 1.5k | 400 |
| Bing | 1k | 200 |
| 700 | 250 |
Total Leads - 550
Our ads gained momentum as soon as some of our industry-related keywords started climbing the google search results. At the end of the 6-months, the results were undeniable. From the 120-plots which were on sale, The Estates successfully sold 47 plots. Due to our fierce and curated campaigns, we were able to generate 25 sales in a very short span of time.
Key Takeouts
35% increase in page 1 rankings for branded keywords
120-140% increase in page views
Sale of 25 units through overall online campaigns
