1. The Challenge

• Remote Location: The housing project is situated far from the city, making it harder to attract potential buyers through traditional channels.

• Inefficient Marketing Methods: Previous tactics like newspaper ads and SMS campaigns yielded a low return on ad spend (ROAS).

• High Lead Volume Requirement: The client needed a consistent flow of qualified leads to meet their sales targets.

2. Research & Insights

• Target Audience Identification: Focused on families and investors seeking affordable or long-term property investments.

• Competitive Landscape: Analysed other real estate players’ online presence and discovered a gap in strategic digital outreach.

• Messaging Needs: Emphasised project benefits (location, pricing, amenities) to differentiate from competing developments.

3. Our Approach

• Digital Campaigns: Shifted marketing spend to social media and targeted online platforms where prospective buyers actively engage.

• Lead Capture Funnels: Created landing pages and enquiry forms optimised for mobile users, simplifying the lead submission process.

• Ad Optimisation: Tested various creatives, audience segments, and calls-to-action to find the most effective combinations.

4. Key Actions

• Audience Targeting: Used demographic and interest-based targeting to reach potential buyers both locally and abroad.

• Compelling Content: Highlighted project features (e.g., community environment, long-term value) to resonate with family-oriented buyers.

• Performance Tracking: Monitored lead volume, cost per lead (CPL), and conversion rates, allowing for quick adjustments to maintain efficiency.

5. Results & Impact

• 600–700 Leads per Month: Achieved a steady flow of enquiries through social media campaigns.

• 48% Increase in Annual Sales: Partex Star Group saw a notable jump in sales compared to the previous year.

• Improved ROAS: By abandoning less effective channels and focusing on digital, marketing spend delivered higher returns.

6. Key Takeaways

• Targeted Digital Focus: Tailoring campaigns to the right audience dramatically boosted lead generation.

• Ongoing Optimisation: Regular data analysis helped maintain efficiency and keep CPL in check.

• Collaboration with Client: Close communication ensured that messaging and campaign timing aligned with the sales team’s follow-up process.