How Activ Eight Dimensions Helped Dheeraj Realty Achieve Their Launch Target in 45 Days

Mumbai, March 14, 2016 (Newswire.com) - ​​​Dheeraj Realty, a leading, reputed real estate developer in Mumbai, recently launched a large residential project ‘LivSmart’ at Kurla West, just 15 minutes away from Bandra Kurla Complex. The project consisting of 28 towers, with smart 1BHK & 2BKH residences, truly posed a marketing challenge.

The Challenge

This was for the first time that Dheeraj Realty was venturing into the ‘value homes’ segment, having previously focused on luxury and ultra-luxury projects. LivSmart homes thus involved a much larger target group, primarily spread across suburban Mumbai. A robust marketing plan was put in place, with online marketing forming an intrinsic part, besides the traditional media such as Print, Outdoor, Radio, Exhibitions, etc.

There were 2 Primary Objectives laid down:

1. Creating Awareness for LivSmart and its features
2. Generating enquiries and leads that could be converted to bookings/sales.

The Plan

 Activ Eight Dimensions (AED), a full-fledged advertising and communication agency in Mumbai was retained to undertake the project promotion in the offline and online digital space. AED devised a 360 degree comprehensive plan to effectively target the potential home buyer.

In the online, digital space, the marketing platforms recommended included Pay per click (Google Search, Google Display & Yahoo Network); SEO; Social Media (Instagram, Linkedin & Facebook); Email & SMS marketing; Online media planning; Real Estate portals (99acres, Magicbricks & Housing); Mobile Apps advertising, Whatsapp marketing & Blackberry advertising. The offline promotional media included Print, Radio, OOH & Property exhibitions.

The Results:

 The campaign results were outstanding and beyond expectations. CRM software was deployed to track the quality and quantity of leads & enquiries coming in from each platform. We used dedicated numbers, short codes and customized landing page URLs to monitor enquiries. The top performing platforms and the costs per lead for each was ascertained on an on-going basis to take corrective action wherever required.

How each media helped generate leads?

Enquiries Statistics:

Outdoor = 8000

Print = 2500

Radio = 1000

Exhibitions = 500

Digital = 5000

The Digital Media played an important role in lead generation, while the traditional media helped create the desired awareness and impact.

A close look at the cost per lead data reveals that digital marketing platform is indeed the most cost-effective of all, contributing in larger measure to the overall success of the campaign. The Outdoor media cost per lead were much higher, whereas the Print though expensive, generated a volume of leads.