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Case Study
MCHI-CREDAI
MCHI

The Maharashtra Chamber of Housing Industry (MCHI-CREDAI) is the most prominent and only recognised body of Real Estate Developers in Mumbai.
After 15 Years and 26 Editions which provided homes to over 30 Lac buyers, MCHI once again hosted India’s biggest property expo between 6th & 9th October 2016. The expo showcased exciting offers on properties ranging up to Rs.10 Cr.
The exhibition, named the Great Mumbai Property Festival, was a great assortment of residential apartments across Mumbai and MMR region.

About Great Mumbai Property Festival

In India, many people choose to purchase properties on festive & auspicious occasions. It is believed that such timely purchases bring prosperity and good luck to the buyer. Thus, it is the perfect time for sellers to cash in on this sentiment and maximise their sales. The festive season is a time when sellers face tough competition & are trying to grab the attention of buyers. This is achieved at the expo, where customers get a chance to compare different projects with offers & discounts - without having to negotiate separately.

GMPF 2016 went one step further to simplify the buying process for its customers. All buyers had to do was register online, browse projects from the comfort of their homes and they could then download coupons & avail the exclusive deals on homes across Mumbai and MMR, even before the expo began.

As a digital partner, Amura came up with an extensive campaign for MCHI that created transparency for the developers and helped the on-boarded developers upload their details on the site by means of technology.

While the offline expo took place from 6-9th October, this online campaign was launched on the 21st of September - giving buyers over 15 days to avail the pre-expo deals on onboarded properties.

The pre-expo online campaign was launched to facilitate real estate buyers seeking convenience and preferring to buy real estate property online.

The top developers in town which participated in Great Mumbai Property Exhibition included DB Realty, Kanakia Spaces, Ajmera Realty, Rajesh LifeSpaces, A & O Realty, Neelkanth Group, Oyster Living, Vijay Suraksha, Piramal Realty, Romell Group, Wadhwa Group, Godrej Properties, Mayfair Housing and Neelkanth Group among others.

Prominent Banks & HFCs like SBI, Axis Bank, ICICI Bank, PNB, Dena Bank, UCO bank, HDFC, PNB Housing Finance, Tata Capital, IndiaBulls Housing Finance, LIC Housing Finance were some of the many banks that participated.

Challenges
Since the campaign was only showcasing the developments in Mumbai, the main challenges were:
  • Getting developers on board by helping them list their projects.
  • Getting developers to list offers for each project - called as Pre-Expo or Exclusive MCHI Deals as most developers took a long time to put offers / deals for their projects.
  • Sustain the brand that is MCHI throughout the 15 days of the online campaign along with ensuring a steady flow of registrations.
  • Technology integrations with Paytm for online payments for coupon download & also with offline agencies for real-time access to the registrations.
EXECUTION
  A revamped website
  • The focus of digital marketing was to drive maximum traffic to the website from Mumbai & suburban geographies.
  • Google, Facebook, Taboola and native advertising helped gain traction in the digital space. Database Marketing was used very sparingly only to engage existing registrations. The main objective was to acquire new registrations from better & engaging Ad Platforms such as Google & Facebook rather than bombard all of Mumbai via SMS or emailers.
  • Also, Facebook & Instagram were used to drive good recall, engagement & conversations around the MCHI brand.
  • The communication used was directed toward creating a sense of urgency in the audience, to encourage them to take action to register on mchihomes.com & access the pre-expo deals.
  • Remarketing campaigns were initiated which targeted the interested people separately in order to increase the conversion ratio.

The last 5 days
Offline campaigns gained heavy traction in the last 5 days with hoardings, radio and newspaper ads.
Different nurturing communication was sent via SMS and Mailers to everyone who showed interest in projects, registered on the website and had downloaded the coupons individually. This helped interested buyers also visit MCHI Expo & meet their shortlisted developers.

The last 4 days
In the last 4 days, 2000 registrations were observed daily. At this time a special message was conveyed to create an urgency amongst the interested users. Also, nurturing SMS and mailers were sent to people who had already registered for various projects to make sure they attend the expo.

A call centre was kept in place to engage & educate people who had registered on the MCHI website & push them to take further actions. During the 4 days of the expo, the registration desk was given real-time access to registrations to make sure all the visitors who walked in were tracked in real time through their Registration Ids.

Post-campaign
In the post-campaign period, a survey form was shared with all the registered users to get their feedback on the kind of deals offered, their experiences at the expo and to know how the pre-expo deals helped them in their decision making.

A technology-enabled campaign was executed with the help of Sell.Do - Amura’s Sales and Marketing Automation platform, which managed real-time inquiries with real-time access to registrations. It also managed and properly directed a large number of leads that showed interest or downloaded coupons to the developers' sales teams with real-time notifications, both online and offline.

Results

The success of the MCHI campaign from the point of view of the Online Expo can be summarised from the following results:


  • Huge online buzz with over 2.5 Lacs pageviews & 1,16,000+ unique users reached
  • 15000+ online registrations from the campaign
  • 9000+ Online Registrations made it to the expo
  • 60% conversion rate in terms of online registrations to offline walk-ins
  • The total number of walk-ins on the 4 days of Expo was above 16,000
  • –48% of the website visits were from desktop users whereas Mobile contributed 47% of the total visits
  • –Targeting at peak hours - (7 to 9 pm) generated 500 visitors at a time on the website


Results from the Feedback Survey (sent to a minimum of 25,000 respondents):

  • The survey had been shared with the registrations which had been achieved for MCHI EXPO
  • Mediums generating maximum awareness – Online Portal (31%), Newspaper (25%), Social Media (20%)
  • Average Experience by the user for 27th Edition MCHI expo- 4/5
  • 65% Positive Responses for respondents finding the right home
  • 84% of the total respondents have admitted to visiting the online portal

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