Performance Marketing for Commercial Real Estate: Awareness & Lead Generation

About the Brand

Surendra Group is a well-established real estate developer in Bhopal, known for delivering quality residential and commercial projects. Surendra Plaza is one of its high-end commercial real estate development projects located in Bhopal, providing office and retail space at one of the city’s growing business locations. While this project possessed strong underlying fundamentals, what it needed was a proven digital strategy for generating qualified leads, building trust, and increasing awareness (among potential investors) all while the property was still under construction.

Case Study Subject

Performance Marketing for Commercial Real Estate

Objective

Lead Generation & Brand Awareness

Industry

Commercial Real Estate

Challenges

There are many challenges when it comes to marketing real estate, and Surendra Plaza was no different than any other commercial real estate project. Some of the main issues faced were:

Limited property footage (original clips) availability since the project is still in the construction phase.
Creative fatigue from extended advertising campaigns.
Increasing costs per lead (CPL) because of the competitive nature of the real estate market.
Premium pricing for office, shops and retail spaces offered resulting in a longer decision-making process for the customer.
Limited advertising budget, making it necessary to maximize efficiency on every campaign.
Establishing buyer confidence when the project is still in its construction phase.

Strategy

To address these issues, we developed our performance marketing strategy that balances brand awareness and lead generation, while continuously refreshing our creative assets.

Multiple Graphics & Video Ad Creatives

Rather than relying on only a few video ads or graphics, we created a large number of videos and creatives featuring different messages/hook/styling and highlights of the property, allowing us to mitigate ad fatigue and keep campaigns fresh during each phase of the marketing process.

Brand Awareness Campaigns

Before we place significant emphasis on generating leads, we developed brand awareness campaigns in order to introduce Surendra Plaza to interested parties (investors, etc.) This helped substantially increase reach, create greater brand retention and build a higher level of familiarity with the target audience.

Retargeting High-Intent Audiences

Retarget users that viewed our videos, engaged on social media platforms, and/or interacted with our ads through conversion focused campaigns. This provided us with the ability to nurture interested prospects, rather than continually targeting cold audiences.

Instant Lead Forms

We implemented Meta Instant Forms for lead generating campaigns in order to reduce friction in the inquiries process. This allows prospects to submit their contact information directly within the platform resulting in a smoother user experience and higher volume of leads.

Ongoing Creative Optimization

We regularly optimized our campaigns through testing all creatives, audiences, messaging and campaign structures. This allowed us to maintain consistent performance without increasing the cost of acquisition.

Result

The business results of the strategy have been positive with a high level of cost effectiveness achieved.

45 Days Campaign Performance: 257 Qualified Leads, Average Cost Per Lead ₹80.44, People Reached 61547.

30 Days Campaign Performance: 163 Qualified Leads, Average Cost Per Lead ₹78.05, People Reached 44,866.

Apart from the numbers from the campaign, the excellent results of the marketing activities of the project were also significant in terms of the overall commercial success of the project. The strong increase in buyer interest and demand for the premium commercial units that were front facing is indicative of the way in which the new marketing plan has directly benefited the project.

After the success of this plan, we are now looking to generate qualified leads for the remaining internal commercial units and to continue to establish brand visibility and confidence from investors.

Takeaway

The results of this campaign demonstrate that successful marketing of real estate requires much more than just running advertisements. Even with limited content, a property under construction, and a constrained advertising budget, a strategic combination of awareness campaigns, creative diversification, audience retargeting, and conversion-focused lead generation can deliver measurable business results.

At Digital Quester, we believe performance marketing is about regularly testing and optimising your marketing efforts and creating systems to build business sustainably instead of relying on single campaigns.