The Background

• Client: Nanded City Development and Construction Co. Ltd.

• Project: Destination Center–II (DC-II), a premium commercial hub within the Nanded City township on Sinhagad Road, Pune.

• Objective: Achieve a 100% sell-out of modern, flexible office and retail spaces by reaching a high-intent professional audience.

• Target Audience: Small-scale business owners, healthcare professionals, educators, chartered accountants, financial consultants, and fitness entrepreneurs.

The Challenge

Commercial real estate marketing often struggles with generic messaging that fails to speak to specific business needs.

• High Competition: Differentiating DC-II from other commercial developments along Sinhagad Road.

• Specific Requirements: Finding professionals who require specific infrastructure, ample parking, and a ready customer base within a township.

• Intent Matching: Moving beyond simple “office for sale” queries to capturing professionals ready to establish or expand their practice.

The Insight: “Made for the Self-Made”

We realized that our target audience wasn’t just looking for an office, they were looking for
a space that respected their journey.

• The Core Idea: DC-II is a hub built for professionals who have built themselves.

• Relatability over Luxury: We replaced abstract architectural jargon with professional recognition. By showing a dentist, a CA, or a coach in their element within the township, we made the offer feel familiar, real, and safe to choose.

The Approach

We shifted from “Selling Spaces” to “Recognising Professionals.” The campaign focused on how the infrastructure, including ample parking, 24/7 security, and a ready base of township residents, specifically supports the growth of self-made businesses.

The Execution

• Profession-Specific Funnels: We didn’t send a doctor to the same landing page as a gym owner. Each professional saw ads tailored to their specific daily needs.

• Multi-Channel Synergy: Meta was used to celebrate the “Self-Made” spirit and build awareness, while Google Search captured the high-intent professionals actively looking to move.

The Impact

By prioritizing human insight over cold data, we achieved a result that resonated across the city.

• 100% Inventory Sold: All units were occupied by the end of the campaign.

• High-Intent Growth: Generated 1,158 leads from a pool of over 9.5 lakh reached individuals.

• Efficient Conversion: Achieved a consolidated CPL of ₹1156.92, with Google Search delivering a highly optimized ₹796.89 CPL.

Performance Summary

Spends – 13,39,710 INR

Leads – 1158

CPL – 1156.92 INR

Impressions – 57,78,864

Clicks – 51,986

Reach – 9.5 lakhs+

Conclusion

When you stop talking at people and start talking to their ambitions, the results follow. The success of DC-II proves that for the self-made professional, the right location isn’t just a place to work it’s a partner in their success.