The Background:

93 Avenue is a prestigious commercial complex designed to cater to diverse needs, offering premium spaces for retail shops, offices, restaurants, rooftop dining venues, and even theater spaces. Positioned in a prime location, Fatima Nagar, it aimed to become a hub for businesses and leisure activities. The project was in its final stages of sales, with a significant inventory remaining to be sold. The owners sought a dynamic digital marketing approach to attract a variety of potential investors and tenants.

The Challenge:

Diverse Target Audience: The inventory consisted of a mix of offerings—shops, offices, restaurants, rooftop restaurants, and theater spaces. Each category appealed to a different type of audience, requiring customized messaging and targeting strategies.

Intense Market Competition: With several similar projects in the area, standing out and communicating the unique value propositions of 93 Avenue was crucial.

High Expectations: The task was not just to generate leads but to ensure high-quality leads (Quality Lead) that were more likely to convert into sales. Maintaining a consistently above-average Quality Lead% (industry standard is often lower than 13-15%) while meeting the sales target added to the challenge.

Time Constraints: With limited time to sell of the remaining inventory, the campaigns had to be highly optimized and results-driven from the start.

The Task:

To design, execute, and optimize a comprehensive digital marketing strategy leveraging Meta and Google ads to:

1. Generate significant interest and high-quality leads.
2. Target diverse audience segments tailored for different inventory categories.
3. Achieve rapid conversions, driving the sale of of the remaining inventory

The Solution:

1. Tailored Audience Segmentation:
Conducted in-depth research to identify specific audience segments for each category:

• Shops: Targeted small and medium-sized business owners and franchisees.
• Offices: Focused on entrepreneurs, startups, and SMEs seeking modern workspaces.
• Restaurants and Rooftop Spaces: Attracted restaurateurs and hospitality investors.
• Theater Spaces: Targeted entertainment businesses and cultural organizations.

2. Custom Creative Messaging:
Developed targeted ad creatives that highlighted the unique selling points of each offering:

• Shops: High footfall potential and strategic location.
• Offices: State-of-the-art facilities and professional environment.
• Restaurants: Prime spaces for dining establishments with premium ambiance.
• Rooftop Dining: Exclusive spaces offering scenic views and high-end dining opportunities.
• Theater Spaces: A unique offering for cultural and entertainment ventures.

3. Precision Marketing on Meta and Google Ads:
Meta Ads: Leveraged advanced targeting options to reach high-income segments, focusing on interest-based and behavior-based audiences. Carousel and video ads were used to showcase the property’s features dynamically.

Google Ads: Implemented a multi-pronged strategy involving:

• Search Ads: Focused on keywords like “shops for sale,” “office spaces near me,” and so on.
• Display Ads: Used visually engaging ads to retarget website visitors.
• Local Campaigns: Highlighted 93 Avenue’s proximity to key landmarks to attract local buyers.

4. Lead Funnel Optimization:

Created a streamlined lead funnel with a focus on capturing, nurturing, and converting leads efficiently. ○ Followed up with tailored com

Followed up with tailored communication for each lead segment to ensure engagement and eventual closure.

5. Consistent Monitoring and Optimization:

Daily performance tracking and A/B testing of creatives and ad placements.

Regular optimization of campaigns to reduce cost-per-lead while maintaining an impressive average Quality lead of 17.16% throughout, significantly above industry benchmarks

6. Remarketing Strategy:

Identifying Potential Leads: Captured data from visitors who interacted with the website, clicked on ads, or engaged with social media posts but did not convert.

Engaging Warm Leads: Used Google Display Network and Meta remarketing to re-engage these visitors with personalized ads tailored to their browsing behavior.
For example: Visitors who explored office spaces were shown ads highlighting 93 Avenue’s modern workspaces with special offers.

Those interested in restaurants were retargeted with visuals showcasing rooftop dining areas and premium amenities.

Layered Follow-Ups: Combined remarketing with email and SMS campaigns, sending exclusive offers and testimonials to nurture leads and push them further down the sales funnel.

The Outcome:

• Inventory Success: Sold the majority of the remaining inventory, which included shops, offices, restaurants, rooftop dining venues, and theater spaces
• Above-Average Quality Lead%: Maintained a consistent average Quality Lead% of 17.16% throughout the campaign, showcasing the effectiveness of the targeted strategy.
• Brand Strength: Established 93 Avenue as a preferred destination for businesses and entertainment, reinforcing its value proposition in the market.
• We successfully facilitated the sale of properties valued at over ₹7 crore, showcasing the effectiveness of our strategic digital marketing approach.