SD Corp Shapoorji Pallonji Group introduces “Get Direction” ads in Real Estate
The housing market relies heavily on the principle of demand & supply. Kandivali which is in the western suburbs of Mumbai is warming up lately with every top developer in the country having its presence. With an array of options available at the consumer’s disposal, the supply in the market increases and the equation tilts heavily in the favour of the consumer. In such a situation, the developers are forced to get into a race of introducing innovative technologies in their customer acquisition process.
When it comes to using innovative techniques in the Real Estate sector, the first-mover advantage always gains a competitive advantage over others and therefore deliver a better performance. Similar to better technology, the scope for innovative techniques in the sector has also increased massively to stay ahead of its competitors.
Sarova is a 55-acre integrated & sustainable township that offers much more than just quality of accommodation. Unlike other townships that are usually located on the outskirts of the city, Sarova is located in the heart of the western suburbs of Mumbai. Supporting social infrastructure such as schools, malls, hotels, hospitals etc offer residents everything they need right in the neighbourhood.
While Sarova is the biggest township in Mumbai, there are other projects of the same Brand Value with their USP’s within a radius of 2-3 kilometres. To stay up & close with its competitors SD Corp had to come up with a unique strategy. Traditionally in the real estate sector developers are primarily focused on lead generation campaigns where the sales team guides the user to the sales office. With the massive adoption of technology in recent years especially after Lockdown, people tend to do a lot of research online. This has increased the number of direct site visits as compared to the channel partner or developer-guided site visits.
Thus, we at ANAROCK Digital launched the “Get Direction” campaign. Usually used in the retail sector to lure customers with lucrative offers which ultimately results in an increased footfall. For the 1st time in Real estate ANAROCK Digital decided to introduce the same phenomenon. The idea was to reach out to a customer who had visited a competitor’s sales office using a radial targeting of 2km around the competitor’s sales office. Every time you visited a competitors site you would get a message on Facebook feed saying, “ Presenting Go Sarova OOH at Sarova. Just 2 minutes* from the Western Express Highway. Follow the directions to visit one of the biggest townships in the city by Shapoorji Pallonji today”. This information was enough for a genuine homebuyer who has set out on a weekend to have a look at 3-4 real estate projects and would not mind exploring one more.
“With the changing market dynamics, one needs to be extremely innovative and at the same time cost-effective so as to get the right target segment for the project. With Get the direction ads, we are able to generate targeted leads and get the customers to the project site”, says Mr. Rajeeb Dash, VP – Sales & Marketing, SD Corp.
Conceptualized by Nitiket Vejre – Senior Account Manager. Executed by Harshaan Juneja, Onkar Gaonkar and Yash Suryanvanshi. Media execution by Prashant Amte. Led by Ashish Gupta – Sr. Vice President of Anarock Digital.
Sanat Johare and Shrikant Polkam – Brand Managers and Rajeeb Dash, VP- Sales & Marketing, SD Corp.