Illustrative engagement. A representative scenario showing how we approach this kind of work in real estate. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping real estate
Homebuyers make one of their largest decisions with a mix of online research, site visits and trusted advice. Developers and brokers need quality leads and strong follow-up.
- Buyers shortlist online before visiting sites
- Lead quality and speed of follow-up decide conversion
- Residents' satisfaction drives referrals
Client background
A real estate developer, working in Bengaluru. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A real estate developer
- Sector
- Real estate
- Team engaged
- Digital Marketing
- Services
- Performance marketing, Lead generation, CRM development
Client challenge
Many leads were unqualified, wasting sales time.
Research objectives
- Deliver on the brief: lead generation for residential projects.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Project launch.
Audiences we typically reach in real estate
Homebuyers and investorsTenantsBrokers and channel partnersResidentsDevelopers' sales teams
Geographic coverage
Coverage: Bengaluru. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Search and social ads
- 3Lead CRM
- 4Insight
We refined targeting, added qualification questions and routed leads into a CRM.
Performance marketingLead generationCRM development
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Qualify leads before they reach sales.
Recommendations
- Build on the core insight: qualify leads before they reach sales.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Sales teams spent more time on qualified buyers.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: how satisfied are residents?