The Phoenix Group: 15+ Duplex Apartments Sold in Just 75 Days

Background

Golf Edge is a residential space created by the mighty Phoenix Group, a major player in the real estate segment. It is located in the Financial District, Gachibowli with 30-floor high-rise houses and 487 exclusive units that exemplify contemporary architectural marvel. With about 400+ flats already sold, Golf Edge approached us to generate leads for the leftover duplex apartments with a limited timeline.

Brand 

The Phoenix Group is a major player in the real estate segment with proven excellence in creating ultra luxurious projects in the residential space like Golf Edge, The Village, and Halcyon. Building world-class spaces are their forte and are an undeniable name to reckon with in the real estate market in Hyderabad.

Objective 

Performance Marketing: the goal was to generate quality leads & walk-ins for the remaining 50+ duplex Apartments for Golf Edge and thereby lead to sales.

Approach

When 400+ flats were already sold, selling the remainder didn’t seem to be a huge challenge – all it took was to find a way out to our specific target. We began with a physical site visit in which we had a brief session with their pre-sales team to understand the patterns of sale. It was a proper analysis of who bought the homes, where are they coming from, the demographics, their interests, their behavioral patterns, psychographics and every minute detail that helped us derive our holistic strategy. After which we could identify the platforms our TG was available and active on that included Linkedin, Money Control, Inshorts, Economic Times, Facebook, Instagram, Google, and YouTube.

Gauging the perceptions and notions, a funnel was created with the user flow to determine our user journey and cross-platform campaigns with straight communications were executed. We also created an interactive and super fast loading Landing Page that connected all the platforms and everything leading to a Lead Management system to monitor the quality of leads, feedbacks, and garner quality insights in order to tweak campaigns accordingly, all at one place.

Our major efforts here went into creating communications that spoke to our users straight. If we target the right user, we also communicated only what he/she would be interested to know about the offering. The outright mention of the exact price of the duplex worked wonders and enhanced the quality of every single lead. Different formats of communication across platforms with a straightforward call to action and a video on YouTube with an experience-oriented message all added to the relevance of the campaigns and information, getting all the leverage it needs.

Outcome

In about 75 days we have successfully generated 3000+ quality leads that lead to 15 conversions along with 25 interested Walkins in the pipeline.

When you have your goals defined, you know exactly what to do, all it takes is a way out.