32% Units Sold for a Premium Residential Project Through Strategic Marketing

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About the Brand

Surendra Group is a well-established name in the real estate sector, known for delivering quality developments and premium living spaces. Building on this legacy, Surendra Select is one of their flagship residential projects offering 3 & 4 BHK luxury apartments in Bhopal. The project features two towers, Vasudha and Vibhav, rising to 10 stories each and designed to provide a luxury living experience. Priced between ₹1.31 – 2 Crore, the project majorly catered to a niche segment seeking luxury, space, and exclusivity.

Case Study Subject

Lead Generation & Awareness through Social Media

Objective

Generate qualified leads, increase brand recognition & site visits

Industry

Real Estate

Challenges

Despite a strong positioning of Surendra Group, their project faced numerous challenges:

The project’s high price point made it cumbersome to target a Tier 2 audience that is price-sensitive.
Additionally, since the project was under construction, shooting was not possible, so we had to plan all our campaigns and designs dependent on the 3D elevation plan. Plus, it also raised difficulty navigating with the buyers who showed genuine interest but were presented with nothing to imagine the future outcome.
A limited number of buyers wanted to purchase an under-construction property with late possession. For this project, the possession was scheduled for 2027.
The key challenge was the limited availability of potential high intent buyers on meta.

The combination of these factors created the need for a well-thought-out strategy that would build trust, recognition, create aspiration and generate qualified leads simultaneously.

Strategy

The experts at our performance marketing agency in India designed an integrated strategy to tackle the obstacles outlined above; one that centred on increasing brand visibility and generating leads through both brand building and performance-based tactics. To build brand visibility we developed a series of creative variations that each expressed a brand positioning theme (i.e., lifestyle, legacy, investment).

Also, with the release of AndroMeta update in late 2025 that favoured more creative variations that included single images, banners, carousels, and more. We pushed ourselves to feature multiple new variants to align with algorithm updates and user behaviours to learn which messaging is most effective.

To overcome the limitation of data, ie. just the 3D elevation plan, we leveraged AI-based video generation to create lifestyle driven visuals. This helped the audience imagine themselves towards the lifestyle they will envision when they buy a home here. These videos played a crucial role in building an emotional connection that increased interest and site visits. The use of AI was crucial at this step because physical shoot was not possible due to the under construction phase. And if you’re wondering about a dummy or sample apartment, the answer is that it is not built yet.

Performance-wise, we executed multiple types of campaigns including website traffic campaigns to establish the brand; lead generation form campaigns to quickly capture user data; and direct message campaigns designed to open the lines of communications between potential purchasers and sales team. This ensured strong presence across multiple touchpoints, aligning with best practices of digital marketing in India for real estate.

In addition, we specifically targeted hyper-local audiences by running general awareness advertisements within an 80km radius of Bhopal, to ensure that we were targeting the most relevant audience to our Bhopal-based real estate investment property.

This complete funnel approach helped engage target audiences throughout their various stages of decision making journey.

Result

With the effective combination of structured campaign execution, continuous testing, and smart remarketing, we were able generate strong, measurable results from the campaigns. The campaigns resulted in generating over 1,800 leads with an aggregated total ad spend of ₹4,50,000 resulting in an average cost per lead of approximately ₹250.

The DM campaigns were highly efficient, generating approximately 4,600 direct messages and a cost per lead of ₹17 with a total ad spend of ₹78,200.

Overall, this contributed to the sale of 34 out of 110 apartments representing approximately 32% of the total inventory sold.

These campaigns generated a reach of over 10 lakh users, allowing us to generate a high degree of visibility within the target market. The budget was allocated across several different campaign objectives including landing page visits, profile visits and post visibility which created a strategy that allowed both awareness and performance to work together in delivering results.