Punir Gaurav
In a span of three years, the total reach had crossed a Million, with the lead count in excess of three thousand.
Challenges
Punir Gaurav is a gated real estate project spread across 32 acres near the picturesque coastal town of Shrivardhan in Maharashtra, India. One of the major challenges was to promote a second home project in a slowing economy in an unpopular location.
The efforts of the management to resort to traditional means of advertising had all but failed, resulting in almost negligible sales in the initial period. After a site visit, the first step of initiation was the development of a responsive website and a detailed project roadmap. This was a critical part of developing trust, credibility, and also to give a glimpse of the project before the actual site visit.
Our Approach
Create Client Avatars
The next phase was to lay out a detailed plan for Search Engine Optimization. Keywords like “Plots in Shrivardhan”, “Land investment in Konkan” and other related ones were targeted.
Identify customer needs
Through rigorous website on-page and off-page activities, the website started ranking organically for the targeted keywords. This improved the overall presence of Punir Gaurav online and also helped in generating inquiries from interested buyers.
Digital 2.0 plan
In terms of Social Media Marketing, Facebook was heavily used to promote the project online. The monthly posts revolved around the project features, amenities, Srivardhan as an investment and second home destination, and why invest on land.
Channels chosen
Targeted Facebook ads were used to reach out to the prospective audience of the middle and upper-middle-class segment, mainly between 32 – 65, staying in Mumbai, Pune, and having roots in Konkan.
Gallery
Results
In a span of three years, the total reach had crossed a Million, with the lead count in excess of three thousand.
Over a period of time, the cost per lead was reduced and the conversion ratio increased.
The organic inquiries have picked up a good pace, and give a multi-impact to the ad campaigns for the project.
