Industry: Middle Income Residential Real Estate

Their Challenge: IndigoHomes wanted to establish brand awareness in an industry that is slowly becoming commoditized and drive traffic to the website in order to gather qualified leads.

Our Intel: Buyers are looking for developers who can deliver security and community without compromising on quality.
Middle income buyers specifically seek all the above and value budget-friendly homes which afford them the lifestyle they desire.
Highlighting the USPs of the properties that focused on these needs while showing the details of the properties would keep the brand top of mind for its target audience.
The brand needed a healthy mix of highly visual channels and channels where the audience could digest more technical information easily.

Strategy: Facebook and Instagram were used as visual platforms to showcase the developments. LinkedIn and Facebook focused on the more functional details of the properties.
Posts were targeted at specific demographics to ensure ROI. For the launch, we used web click ads and promoted content on these channels to drive traffic to news posts on their website announcing their partnership with Bosch, the launch and the open house events.
Content showed models of the community, its features such as standard Bosch appliances and special price offerings. The launch and open house events were covered live across all social media channels to drive real time engagement.

Results: We created a buzz around their launch and open house events using online customer acquisition tools. Content had over 1 million impressions on Facebook with 20,807 website visits, a little over 180,000 impressions on Instagram with 1,678 website visits, and 117,000 impressions with 2,482 clicks. Click-through rates on Facebook exceeded its target by 0.28% (2.28% vs. 2%), 0.76% (1.76% vs. 1%) on LinkedIn and 0.65% (1.1% vs. 0.45%) on Instagram over the period of the launch phase (Aug 2017 – Sept 2017).

ClientIndigoHomesServicesProduct Launch