Case Study: Instagram and Facebook Lead Generation
Campaign for Hiranandani Communities’ Panvel Project
Client: Hiranandani Communities
Industry: Real Estate
Facebook Page: Hiranandani Communities
Website: hiranandanicommunities.com
Introduction
Hiranandani Communities, a leader in premium real estate
developments, wanted to generate high-quality leads for its residential project
in Panvel. The goal was to connect with prospective buyers interested in luxury
living near Mumbai. Psyber Inc. partnered with Hiranandani Communities to
execute a targeted Facebook and Instagram ad campaign designed to drive
relevant leads for the Panvel property.
Objectives
- Lead
Generation: Capture quality leads for residential sales in the
Panvel project.
- Audience
Targeting: Focus on affluent professionals, families, and
investors seeking premium real estate near Mumbai.
- Cost
Optimization: Maximize lead quality while optimizing
cost-per-lead (CPL) across campaigns.
Approach
1. Strategic Audience Targeting
- Demographic
Targeting:
- Identified
high-income professionals, entrepreneurs, NRIs, and families within the
age range of 28-55 as the primary audience.
- Tailored
ads to appeal to individuals with an interest in real estate investment
and a preference for luxury residential spaces in serene locations.
- Location-Based
Targeting:
- Focused
on key locations in Mumbai and neighbouring areas, including affluent
suburbs and regions with high purchasing power.
- Extended
targeting to NRIs and individuals interested in property investment near
Mumbai, particularly in cities with a strong NRI presence.
2. Ad Creative and Messaging
- Compelling
Visuals and Video Content:
- Developed
high-quality images and video ads showcasing the unique features of the
Panvel project, such as its lush green surroundings, spacious layouts,
and premium amenities.
- Used
carousel ads to display multiple property highlights, including outdoor
views, interiors, and the community lifestyle.
- Engaging
and Persuasive Ad Copy:
- Crafted
ad copy that emphasized key benefits, including the strategic location
near Mumbai, tranquillity of the Panvel region, and exclusivity of
Hiranandani’s amenities.
- Included
CTAs encouraging viewers to “Book a Site Visit,” “Schedule a Virtual
Tour,” or “Get Brochure,” making it easy for users to engage with the
content and move down the sales funnel.
- Incentivizing
Leads with Exclusive Offers:
- Integrated
limited-time offers (e.g., booking incentives, flexible payment plans) in
ad creatives to create urgency and encourage immediate action.
3. Optimized Lead Capture Forms
- Instant
Lead Form on Facebook and Instagram:
- Created
a streamlined lead capture form directly within the platforms to minimize
user drop-off and allow users to submit details without leaving the app.
- Kept
the form concise by capturing essential contact details such as name,
email, phone number, and preferred time for a follow-up.
- Quick
Follow-Up Mechanism:
- Integrated
leads into Hiranandani Communities’ CRM, ensuring immediate follow-up by
the sales team to improve response rates and engagement.
- Implemented
automated responses acknowledging lead submissions and providing basic
property details to keep leads engaged.
4. Continuous Optimization through A/B Testing
- A/B
Testing of Ad Variants:
- Ran
A/B tests on various ad elements, including image vs. video, short-form
vs. long-form copy, and different CTAs, to determine which combinations
performed best.
- Regularly
monitored engagement metrics to refine the audience and adjust ad spend
toward the highest-performing variants.
- Budget
Reallocation Based on Performance:
- Shifted
budgets toward best-performing ads and audience segments, allowing for
cost-effective scaling of high-converting ads.
- Adjusted
bids based on optimal times of engagement to reach the audience during
peak periods and improve ad visibility.
Results
- High-Quality
Lead Generation:
- Generated
over 500 high-intent leads within the first three months of the campaign,
exceeding initial lead targets for the Panvel project.
- Achieved
a lead form completion rate of 80%, indicating strong interest in the
property and effective form design.
- Optimized
Cost-Per-Lead (CPL):
- Reduced
CPL by 25% through continuous ad optimization and strategic targeting,
maximizing the campaign budget and improving return on ad spend (ROAS).
- By
leveraging location and demographic targeting, the campaign focused on
qualified prospects, ensuring efficient budget allocation.
- Increased
Brand Visibility and Engagement:
- Increased
overall social media engagement by 60%, attracting prospective buyers to
Hiranandani’s social media platforms and building brand awareness.
- Gained
a 30% increase in page followers and engagement on both Facebook and
Instagram, strengthening Hiranandani’s online presence and credibility in
the real estate market.
Conclusion
Psyber Inc.’s lead generation campaign for Hiranandani
Communities’ Panvel project successfully attracted high-quality leads,
optimized CPL, and increased brand engagement on Facebook and Instagram.
Through strategic targeting, compelling creatives, and continuous campaign
optimization, Hiranandani Communities positioned itself as a prime choice for
luxury home seekers near Mumbai.
For more information on how Psyber Inc. can help drive lead
generation for your real estate brand, visit www.psyber.co.
