Overview
Hari Hara Estates, a leading name in the construction and real estate industry in Hyderabad for over two decades, has successfully delivered 32 commercial and residential projects and boasts a clientele of over 1500 satisfied customers. Amidst the COVID-19 pandemic, they faced a significant challenge in maintaining business momentum, selling unsold flats, and building an online presence for an upcoming project. They partnered with Brand Your Work to create a comprehensive digital strategy, aiming to boost customer acquisition and strengthen their brand online.
The Challenge
The pandemic led to an unprecedented situation where consumer behavior shifted drastically, making it difficult for real estate businesses to reach potential buyers. Hari Hara Estates had minimal online visibility, unsold units, and a new venture on the horizon that required promotion. The challenge was twofold:
- Drive immediate leads to sell flats.
- Build a long-term online presence to support future projects.
With their offline strategies no longer effective, they needed an end-to-end digital marketing and branding solution to thrive during these uncertain times.
The Solution
To position Hari Hara
To prepare for targeted PPC campaigns, we created dedicated landing pages tailored to each project. The landing pages featured clear messaging, visually appealing designs, and strong calls to action, making it easy for visitors to submit inquiries. Each page was optimized for conversions, ensuring maximum return from ad traffic.
We devised a data-driven performance marketing strategy that focused on two key platforms: Google and Facebook. Our approach included:
- Conducting market and competitor research to understand audience behavior.
- Performing a Market Sophistication Audit to refine messaging for the target market.
- Developing an Ideal Customer Profile (ICP) to craft relevant messages and visuals.
Using audience segmentation and strategic targeting, we ran campaigns designed to attract high-intent leads. We also monitored ad interactions closely and optimized campaigns in real time.
To streamline Hari Hara Estates’ lead management and sales processes, we integrated a CRM system that allowed the team to capture and follow up with leads efficiently. This integration also provided valuable data for optimizing ongoing marketing efforts, helping to improve both response time and customer experience.
Despite launching during the challenging COVID-19 pandemic, our digital marketing efforts delivered remarkable results:
- 20000% Return on Ad Spend (ROAS): Through our targeted campaigns, every dollar spent on ads generated 200 times the investment in return.
- 37 Lakh People Reached: Our campaigns reached a significant local audience, drastically enhancing brand visibility.
- 1500 High-Quality Leads Generated: The campaigns drove substantial inquiries for their properties, helping them maintain sales momentum during a difficult period.
- 37 Lakh Impressions on Ads: The wide reach of our ads contributed to an increased awareness of the Hari Hara Estates brand.
Key Takeaways
- Strategic Website Design: A well-designed, user-friendly website is critical in creating a positive first impression and engaging visitors.
- Landing Page Optimization: Targeted landing pages that align with marketing goals can dramatically increase conversion rates.
- Data-Driven Marketing: Audience research and segmentation, coupled with message refinement, are essential to performance marketing success.
- Long-Term Partnership: Our successful campaigns have resulted in a lasting partnership with Hari Hara Estates, showcasing the value of collaborative digital strategies.
Conclusion
Hari Hara Estates’ success during the COVID-19 pandemic is a testament to the power of an integrated digital marketing strategy. Through a combination of website redesign, targeted advertising, and CRM integration, Brand Your Work was able to drive exponential growth in both lead generation and brand awareness, helping Hari Hara Estates thrive even in challenging market conditions.
Ongoing Services
As of now, Brand Your Work continues to provide SEO, PPC, SMM, and website management services to Hari Hara Estates, further optimizing their digital marketing efforts. We are constantly refining their strategy to ensure sustained growth in lead generation and brand building as they expand their project portfolio.
