How 11x Helped Rewild Sell Premium Second-home Plots worth over ₹11 Crores, in Just One Month
Through a combination of precise audience targeting, multi-channel strategies, and data-driven optimization, 11x Marketing team's performance marketing efforts helped ReWild achieve over ₹11 Cr in sales of premium second-home plots in just one month.
Services
Performance Marketing
Platforms
Meta Ads, Google Ads, LinkedIn Ads
Sales Revenue
Leads
Project Overview
ReWild, a fast-growing real estate brand, specializes in premium second-home plots located in serene areas outside of urban centers. The project we collaborated on involved selling plots for second-homes 40 minutes away from North Bangalore, offering a tranquil escape for urban dwellers seeking leisure and investment opportunities.
The primary goal was to sell plots worth at least ₹10 Crore in the pre-launch phase, directly through ads. The challenge was to target a niche audience interested in second-home properties while ensuring that digital advertising efforts translated into high-quality leads and conversions.
Approach
1. Market Research & Audience Segmentation
We conducted in-depth market research to understand the motivations of buyers for second-home plots, focusing on:
- High Net-Worth Individuals (HNWIs) looking for investment opportunities.
- Mid to High-level professionals seeking weekend getaways.
We then segmented our audience into:
- End-users looking for personal use, such as holiday homes.
- Investors focused on capital appreciation.
2. Multi-Channel Performance Marketing Strategy
To ensure maximum reach and engagement, we employed a multi-channel approach that included:
a. Paid Social Campaigns
- Platforms: Facebook, Instagram, and LinkedIn
- Strategy:some text
- Created highly targeted campaigns using Lookalike Audiences and Custom Audiences from existing customer data
- Leveraged Ad Platforms' latest technological advances in advertising, including Conversions API, Google Analytics 4 and more
- Highlighted key USPs: proximity to the city (40 mins), investment potential, and weekend retreat opportunities
- Launched remarketing campaigns targeting users who engaged with the initial ads but didn’t convert.
b. Google Search & Display Ads
- Search Campaigns:some text
- Ran high-intent keyword-based search campaigns focused on terms such as “buy second-home plot near Bangalore” and campaigns targeting competitor keywords
- Optimized for long-tail keywords related to investment and leisure property searches.
- Display & Retargeting:some text
- Deployed Google Display Network ads on real estate and lifestyle websites, targeting users interested in property investments
- Implemented advanced retargeting strategies to nurture interested leads, guiding them back to the landing page for conversions.
c. YouTube Video Ads
- Promoted engaging video content that took prospects on a virtual tour of the plots.
- Showcased the lifestyle benefits — peace, proximity to nature, yet not too far from urban amenities.
- Ran in-stream ads targeting users in our identified demographic and geographic segments.
3. Optimized Lead Generation Funnel
- Assisted in setting up CRM processes & setups that help measure marketing efforts and create transparent collaborative workspace
4. Conversion Rate Optimization
- Assisted in creating highly optimized landing pages for each campaign that catered to the target audience.
- Ensured that the journey from clicking on an ad to making an inquiry was seamless, with a mobile-optimized experience for users on the go.
- Used real-time tracking and analytics to make data-driven decisions, adjusting ad budgets and targeting based on what was converting best.
Results
- Total Sales: ₹11 Cr+ worth of plots sold within one month.
- Leads Generated: 1,000+ high-quality leads generated.
- Cost Per Lead (CPL): Optimized CPL to ₹500 from an initial ₹1,200.
Key Success Factors
- Precision Targeting: Reaching the right audience with detailed segmentation ensured high-quality leads that were ready to buy.
- Engaging Creative & Messaging: Our creative focused on the emotional and lifestyle appeal of owning a second home, which resonated with the audience.
- Data-Driven Optimization: Real-time tracking allowed us to optimize bids, reallocate budgets, and tweak creatives based on performance, ensuring maximum ROI.
Conclusion
Through a combination of precise audience targeting, multi-channel strategies, and data-driven optimization, our performance marketing efforts helped our client achieve ₹11 Cr in sales of second-home plots in just one month. The success of this campaign reinforces the power of performance marketing in driving real estate sales, especially when tailored to niche audiences who are in the market to buy premium property.
