Making a case for elevated living
- (Project) Brand Positioning
- Integrated Marketing
- Website and Campaign Management
Concorde Realtors, one of Bengaluru and India’s leading developers synonymous with luxury villa living, wanted to attract and engage relevant leads for its latest project, Abode 99. The client wanted to leverage the opportunity to establish the project’s (Concorde) brand advantage apart from project highlights. The brief demanded building a performance marketing program based on a comprehensive, full-funnel marketing approach.
In a fast-growing and crowded luxury real estate market, we ensured every touchpoint reflected the program’s core narrative – master craftsmen of villa living. This worked to ensure that potential leads didn’t just appreciate the project’s exquisite appeal, but also the exclusivity that the Concorde brand promise offered. Right from the visual communication to the messaging pillars, each aspect reflected this, sparking distinct recall and mind share.
We proposed a multi-touchpoint marketing program, including a website, direct email, search, ads, social media, and direct messaging. This served as a nurture marketing environment, leading to a strong and high-conversion funnel. Strategic audience targeting, data-driven nurturing and intelligent optimization with every interaction led to the program’s success, earning a high percentage of Sales Qualified Leads (SQLs) and site visits.
“The real estate industry, include the luxury sector, suffers from lack of differentiation, often due to a skewed marketing approach. The Concorde team understood this fundamental challenge and insisted on a brief that emphasized on striking the right narrative along with highly qualified leads. This aligned with our philosophy about full-funnel marketing; the results only reiterated the value in our approach and execution.”
The domino effect of the full-funnel marketing program was visible across KPIs:
