Asset Homes, one of the best real estate development firms in Kerala, required a campaign to generate 6000 leads in 6 months time, which resulted in not just the expected number of leads, but an increase in return rate as well as the budget.
Client | Asset Homes |
|---|---|
Services | Pay Per Click, Youtube Video Ads |
Performance Growth | 100% |
The Challenge
Asset Homes, a builder and one of the best real estate development companies based out of Kerala wanted us to generate 6000 leads for them in six months’ time. We had connected with the client at a Google event called Google Breakfast. They liked our proposition and signed up for a lead generation campaign that procured actionable leads.
Results
Our dynamic search campaigns and aggressive marketing and remarketing strategies yielded much more than the expected return rate of 5-10%. The remarketing regained 24% of the dropped users.
Our Proud Numbers
from Remarketing
How We Did It
The primary source of leads for Asset Homes is the NRI audience looking to buy property for when they come back to settle in the native. We created separate campaigns for each different property Asset Homes had on their catalogue. As a principle, we treated the NRI audience separately from the domestic audience since their needs tend to differ. We also made sure that we didn’t run the same campaigns for the two audiences. Separate landing pages were also created for the NRIs and domestic audiences so that the leads didn’t mix up.
Our main exercise involved dynamic search campaigns. Several landing pages were set up on the Asset Homes website for users to be led to from the ad campaigns. When users searched with the targeted keywords, the Google Search Ad system retrieved the most relevant pages and the Asset Homes landing pages came up in searches with these targeted keywords. This turned out to be the most reliable search campaign.
We also utilised Google Display ads which targeted primarily the NRI audience. Whenever someone consumed Malayalam content, ads of Asset homes were displayed to them generating interest and leading people to the landing pages showcasing properties in locations they desired. This resulted in driving a total of 6000 leads to Asset Homes landing pages in the season, which was perceived as extremely valuable numbers. Furthermore, we ran Youtube ad campaigns with the video featuring the brand ambassador Prithviraj targeting an in-market audience.
Through aggressive remarketing strategies and dynamic remarketing, we ensured we retargeted the users intermittently, as frequently as every week. Content about the properties, amenities, facilities in the neighbourhood etc was shown to the potential customer who came to the landing pages.
We also ran Gmail sponsored promotions in which everybody among our target audience, ie. Keralites living outside India, who had any sort of communication in their Gmail inbox related to real estate were targeted.
Thus, with step-by-step dynamic marketing and remarketing campaigns, the results exceeded our targeted numbers.
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