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How Social Media Marketing Helped Sell 21 Luxury Apartments in 1 Month?
Sales (in a month)
Before
After
Key Metrics
- 5X Increased Customer Engagement
- less Cost per acquisition
%
Objective
- Create a once-in-a-lifetime hype of the client’s luxury apartments.
- Luxury apartment sales should be 21 or more within one month of launch.
Key Highlights
- Crafted a unique social media luxury real estate marketing strategy for the real estate client.
- Delivered mind-blowing, engaging, and creative social media campaigns on LinkedIn, Facebook, YouTube, and Instagram.
Project Background
Client Background
Client Industry: Luxury Real Estate
Location: Mumbai
A renowned real estate company developed luxury apartments in Malad, Mumbai, India.
The housing society offered 50 luxury apartments priced between INR 5 to 10 Cr, offering world-class facilities like a rooftop infinity pool, IoT-powered smart homes, panoramic city views, concierge services, a movie theatre, a helicopter landing zone, and more.
They had taken huge loans for the same and needed immediate sales to recuperate their investment by engaging real estate investors & high-net-worth individuals like movie stars, politicians, influencers & so on.
Challenges
Niche Target Audience
Since the luxury apartments cost more than a crore, the buyers are limited and represent a niche aspect of the society.
They could not be targeted with basic digital marketing services and traditional marketing like print ads or real estate events.
High Competition
Mumbai, being the economic capital of India, had several high-end luxury housing options available.
Plus, if someone is investing so much money, they prefer to buy an individual property like a bungalow or a farmhouse.
Trust Factor
The high-paying clients or luxury apartment buyers need a strong trust factor before investing so much money with a brand.
This meant that before the sales, the luxury real estate client needed to build trust with its prospective buyers.
Urgency of Sales
To meet the monetary requirements, i.e., paying off loans and other vendors, the real estate brand needed to achieve at least 21 sales within a month.
Solution
Solution Provided
- Our social media marketing team understood the ask of the urgent sales of luxury apartments.
- In-depth research of the high-paying clients was done all across India, and they were correlated with the ones looking for a real estate investment.
- A custom real estate social media marketing strategy was crafted and leveraged.
- The final target audience was crafted using high-end property marketing and included corporate executives, NRIs (non-resident Indians), entrepreneurs, movie stars, real estate investors, & luxury-life enthusiasts.
- Social media platforms used were Facebook, Instagram, YouTube, and LinkedIn to ensure the all-around or omnichannel coverage of the audience.
- The social media advertising for real estate leveraged 3 types of ads, which were Carousel ads (to show in and around the luxury apartments), Video ads (showing virtual tours for selling luxury homes and client testimonials), Lead generation for real estate agents ads (creating urgency for private viewings).
- These ads were targeted at the above finalized target audience, lookalike audience from previous buyers, and retargeted audience from website visits & social media engagements.
- Influencers catering to the luxury lifestyle sector were engaged to showcase the uniqueness of the luxury apartments.
- Past buyers of the real estate company were contacted to share their testimonials and build trust amongst the new buyers.
- An open-house event was organised, which was broadcast live on Facebook, Instagram, YouTube, and LinkedIn.
- Instagram real estate marketing was leveraged via Reels and Stories to do organic SMM and depict the luxury apartment features, classic finishes, & community benefits.
- LinkedIn was used to position the real estate firm as a leader in the real estate sector.
- YouTube was utilized in line with real estate video marketing to show longer videos portraying the larger-than-life experience oozing out of the luxury apartments.
- Facebook real estate ads were leveraged to build a community around the real estate business and luxury apartment lifestyle to answer questions as well as boost engagement.
- Automated responses were used on Facebook, LinkedIn, and Instagram.
- Early bird discounts, along with VIP-viewing events and countdown times on ads, were used to create a sense of urgency.
Strategies Implemented
- A unique social media strategy was implemented using the best marketing strategies for luxury real estate, whose goal was to create such a hype in the luxury apartment market that buyers would automatically throng the real estate property.
- Audience segmentation strategy was refined to target niche real estate buyers.
- Lookalike and retargeting strategies were used to enrich the target audience further.
- Social media ads strategy was crafted to build trust, impart class, and create a once-in-a-lifetime experience using social media advertising for high-end properties.
- Influencer and UGC (user-generated content) strategies were used to nurture the organic social media users into prospected leads.
- Content marketing strategies were utilized to ensure there is enough information on social media platforms to help the leads take the final step.
- Urgency strategies helped in driving the leads to home or towards the luxury apartments.
Tools Used
- HootSuite was used to benefit from its social listening feature.
- Semrush was used to craft the best content compared to the competitors.
- ChatGPT was used to do the in-depth research.
- Grammarly was used to deliver high-class content.
- Canva and Adobe Creative Suite were used to craft high-quality creatives.
Development and Implementation
Process
- Our project manager from the social media team went on a discovery call with the luxury real estate client.
- After understanding their asks, challenges, and offerings, our social media experts crafted a unique social media marketing strategy.
- The client had contacted us 2 months before launch and needed maximum sales post-launch.
- Total time taken to show results was set at three months, giving enough time for each stage of the marketing/sales funnel.
- The client was kept in the loop to ensure that the social media handles of the real estate agency delivered their brand voice and built a brand recall value.
- Hype was garnered for the open house & VIP-viewing events both before and after the events.
- Finally the desired results were delivered as per the decided timeline.
Team Involved
- 1 Project Manager
- 2 Copy Writers
- 2 Content Writers
- 2 Graphic Designers
- 2 Influencers
03 months
Application Screenshots
Results
Quantitative
Results
- 21 luxury apartments were sold within 30 days of the launch.
- Customer engagement on social media was boosted by 5X.
- Cost per acquisition, or CPA, of the social media ads was reduced by 40%.
- 3X ROAS, or return on ad spend, was delivered.
- 85% of leads came from social media (directly), while others came from dark social.
Qualitative
Results
- The luxury apartments were trending not only on the targeted social media but also on X (Twitter).
- The user excitement regarding the luxury apartments could be seen across the internet.
Client Feedback
and Ratings
- The client could not believe that they sold 21 luxury apartments within 1 month.
- They rated our social media marketing services 10/5 for exceptional and magical results.
Future
Plans
- The Client has already signed up for social media marketing services from Wildnet Technologies in 2025.
- They are also thinking of engaging other digital marketing services like SEO, VSO, Local SEO, AEO, and more.
