Royal Purandar is a township with N.A. Villa Plots developed by Carcanet Infra Projects Pvt. Ltd located off NH4. It is an active living destination spread across 160 Acres of land, with amenities for adventure and fitness and N.A Plots starting from Rs. 25 Lacs plus Villas starting from Rs. 57 Lacs. The development is nestled amid hills, offering sustainable living inspired by nature and beautiful mist-covered forest & hill views. One of the project’s main attractions is its multitude of world-class amenities - leisure, outdoor, adventure and recreational related activities.
Challenges
01
To map the company’s sales processes in order to identify problems and boost sales velocity.
02
Lesser number of enquiries due to lack of brand awareness and absence of brand equity
03
No defined marketing strategy for its customers
04
No offline integration with digital marketing campaigns
Campaign & Execution
As per the research conducted, Amura designed a custom product and marketing strategy that targeted middle to top management in the IT, automobile, medical, Government, engineering and investment sectors. As the ticket size of the product was in the range of Rs.17-20 Lac, the target group also included small-time investors - loan approvals were hence obtained from all leading banks and financial institutions.
Transparent approach:
People are skeptical before buying property, due to land issues, title clearance and litigation issues. Amura used a transparent approach to market the product and address any concerns buyers may have.
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All property documents were uploaded on the site for potential customers to access, thus answering any legal concerns and building trust in the product.
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In line with the approach, actual images were used on the website to build trust with prospective customers.
Onsite activities:
Onsite activities were conducted to drive more site visits and get prospects acquainted with the product. The activities conducted were in line with the pitch of the product - onsite camping, adventure treks, outdoors activities and more.
Offer based campaigns:
We also ran offer-based campaigns for festivals such as Akshaya Tritiya, with a custom landing page, email marketing and digital advertising with precise targeting. Ads were constantly revamped for better conversions, with targeted communication for remarketing and nurturing customers.
SEO for organic traffic:
Content was shared via blogs, articles and press releases, optimised for search engines in order to garner organic traffic and spread awareness about the project.
Social media presence:
Onsite activities were promoted on the brand’s Facebook page along with an offline-integrated selfie contest to increase consumer engagement and to increase awareness about the brand on social media.
