SBP Group is a trusted name in the real estate market of the Tricity region- named as the No 1 housing company in Punjab, India.
Having delivered over 8500+ homes in the last 14 years, SBP group is a reliable and credible developer leading the charge of the real estate industry in the region through a deep understanding of buyer demand and market sentiment via innovation and research.
With SBP Group, the buyer is able to avail of the chance to build their dream home at desirable locations amidst unique features and practical amenities – living life to its complete potential.
When I joined SBP Group in FY 2018, Our major Objective is to improve Brand Image and convert it into a Profitable stage. So, our objective was absolutely clear and the team ensured will adhere to guidelines and follow the digital roadmap. Firstly our target is to remove negativity and improve Brand Image. We designed several marketing funnels and allocate them to the team members. Simultaneously designed corporate website as well as Product/Microsites & Landing pages for digital campaigns that help with Leads Generation.
So, we decided to allocate the time and focus on productivity.
Before my joining, 6-7 agencies had worked on Digital Marketing, and every one designed their own websites and worked upon they worked for a few months and exit. Due to this, we face lots of challenges approx 441 URL's in the not found stage as well as several social media pages, business pages running, and customers sharing negative reviews everywhere.
Our major target is to remove negativity completely. So, we did several tasks to improve our brand image and maintain them.
We want back with the team and worked on every service and divided all media tools into 3 steps:
- Paid Media (Sponsored/Paid Ads)
- Owned Media (Website/SEO)
- Earned Media (Social Media)
As we know, peoples respond best to multi-platform marketing campaigns. So, we decided to not spend a lot of time on one piece of content or on one platform, we have to rely on multiple campaigns. But if we see the same thing referenced on multiple platforms, across multiple posts and ads, we’re more likely to remember it.
To be honest, we worked on every Media and build 2way communication with the customers. It helps with brand recall as well as lead generation.
For better understanding, going to elaborate on each n every tool we’ve used in effective marketing and always focus on using funds in the right way(Cost-Efficient).
Owned Media
Corporate Website: Firstly, we’ve designed our corporate website on HTML/CSS platform to engage the users and give user experience to them and redirect all the not found URL traffic to the active users and we got good no. of traffic flow. Simultaneously our traffic has increased with 2X form but leads to conversion issues we’re facing. When we analyze the Analytics report and monitor the traffic flow with the heat map. Then, we’ll move to the WordPress platform and upgrade the complete website, and every 2month we’re still changing it to improve the User experience as well as the Audience getting all the information on their hand. After upgrading the website our lead flow increased drastically with 10X growth and generate 10Cr. Business in the first few months. We achieve this due to analyzing Customer behavior.
SEO: When we start working on the SEO part. Our target was clear we have to become No.1 in Google search in our targeted region. For that, we’ve designed products as well as Generic keywords-based URLs and promoted them. Now we’re focusing approx 300 keywords on a monthly basis and captured min. 10-15% growth in organic traffic on monthly basis. In the last 4years, we’ve generated 40,000+ Leads and captured 200% growth in the ROI.
Marketing Automation: As most Marketers say, E-mail Marketing is dead but we know, if we use E-mail Marketing campaigns for 2-way Communications and want to rebuild trust with positive testimonials and Content Marketing. So, we did this and incorporated it with Leadsquared (Real Estate-based Automation) platform. And, planned our workflows accordingly.
Whatsapp Chatbot/API: As we know, the Internet market is changing drastically and AI/SAAS-based product has changed the market scenario and people have a short span of time to cater to the information. And, Whatsapp has 20Bn monthly active users. So, we’re using WhatsApp as a Landing Page to capture Leads without surfing the website to get the right information, as well as customer, who have any concerns/issues with any DPT. Then, he/she will redirect to the Customer Support section. Whatsapp helps with lead generation as well as reducing customer complaints.
IVR: On starting a company using 20+ IVRs for a promotional basis. I’ve cut down the IVR cost and come under 6 IVR and use it on other platforms that will generate ROI for us & lots of tolls we've used.
Paid Media:
At starting we’re just focusing only on Google & Facebook campaigns with a minimum budget and generating leads with a 45% qualifying ratio. One thing in my mind, we’ve to target each n every prospective customer in the targeted region and run cost-efficient campaigns. So, we designed our campaigns accordingly.
- Ran Performance Marketing campaigns & target all the In-Market Audiences who are actively searching for property.
Showcase our Ads to all the Audiences who are searching for Competitors & their projects in SERPs.
Ran Custom Intent-based campaigns that are actively searching Generic Keywords (2BHK Flats in ‘region’).
Capture all the Audiences with Re-targeting campaigns as well as DSP campaigns with the help of Taboola Ads.
These strategies are still helping us to improve the Conversion ratio from 45%to 79% Qualified ratio.
Earned Media: Our main focus is to improve our brand image on Social Media and convert all the Existing Customers as well as our Custom Audiences to follow/subscribe to our Social Media handles to improve the brand image. And, start engaging with them.
Note: Right strategy will always work to capture the Right Audience at the right time and convert on the right platform. So, we did it successfully and remove all the fake accounts & if any customer-facing issues then they will share their concern on the right path.
And, we did it successfully and become the No.1 brand in the digital era, and know we’re working with 4.0 ratings with thousands of positive reviews and still improving
We have used several tools to improve the Brand Image. Refer to the below tools list
- Analytics: Ubersuggest, SEM Rush, Google Analytics & Webmaster a/c
- Graphic Design: Corel Draw, Adobe Photoshop, Illustrator, Canva
- Video editing: Adobe Premiere
- Paid Media: Using Google Ads, Facebook & Linkedin as well as Media Buying tools
- Portals: Propertywala, 99Acres, Makaan.com, Housing.com, Magicbricks, Homeonline.com
- Earned Media: Facebook, Instagram, Linkedin, Youtube, Pinterest, Twitter
- Website Designing: WordPress, Android APPlication, HTML/CSS, PHP Scripts
- Automation: Leadsquared, Convertkit, Whatsapp Chatbot, NowFloats…so on
We can't build a brand without being consistent and maintaining that consistency as you extend our brand to every part of your business. But it all starts with establishing what that consistency is going to look like and the feeling you want it to evoke.
Before we start making any decisions we need to understand the current market: who our potential customers are and what current competitors are; so, we did complete research on our competitors and target Audiences. After that, we designed our marketing funnels and provide a WOW feel to our customers. So, they will not face any hurdles to finding it. Everything should be smooth and clear.
That’s why we’ve captured 6XX growth year on year, refer to the below chart to understand better.
