Built a pipeline worth US$ 2,023,881 in luxury real estate

Real Estate | India 🇮🇳

Diligent, Truthful and Straightforward

Inbound mantra team knows their stuff in and out. They will do the necessary effort and more to understand the problem at hand. In Sobha's case, their team quickly understood the problem causing poor sales. A sales automation and marketing nurturing strategy was executed, supported by a documented process and review framework. I recommend them.
Jagadish Nangineni
Regional Head, Delhi NCR

Sobha Limited

Sobha Limited, founded in 1976, is one of the largest real estate organizations with presence in 24 cities and 13 states across India and the Middle East. As one of the largest and only backward integrated real estate developers, Sobha Limited (listed on BSE and NSE) is focused on delivering the highest levels of quality, with no compromise.

Problem

Sobha was generating leads from all channels - online and offline. Some leads were also demonstrating intent by doing site visits. But, no closures were happening. The pipeline was clogged.

Solution

A comprehensive inbound marketing strategy to nurture existing pipeline using interesting product-focused content and guiding reactivated leads using sales automation. Search strategy was sharpened to attract high quality relevant commercial traffic.

IMPACT

4700

LEADS

534

CAMPAIGNS

SOBHA successfully nurtures lead pipeline with inbound marketing.

The Growth Playbook - Sobha Limited

Relentless inbound marketing
Blogs
Pillar Pages
Search Engine Optimization
Website Redesign
Landing Pages
Forms
CTAs
eBooks
Workflows

Campaigns

50-50 payment scheme

Why:
This prospecting campaign, launched in August 2015, was driven by Facebook lead ads to target C-Level Executives and Entrepreneurs in New Delhi NCR region.

What:
In line with the campaign’s artwork copy, “Half now, half later,” Sobha Limited promoted their pay scheme offer where the customer could pay 50% of the total money as a booking amount and another 50% after the completion of the project.

IIT-IIM Campaign

Why:
Through this Facebook lead ads campaign launched in May 2016 and targeted at New Delhi NCR region, we strived to prospect graduates from IIT & IIM in the age group of 27 to 65 years.

What:
The artwork’s design elements, i.e., IIT & IIM batches, were arranged as such to deliver a look of a progressive staircase design. It strives to portray the progression of a person achieving success starting from an IIT to IIM and finally moving towards Sobha. Brand positioning was reflected in this campaign.

eBook Nurturing

Why:
“The International City Luxury Home Buyer” eBook is a nurturing campaign for Sobha Limited’s existing contacts. This campaign was promoted at Facebook through Facebook lead ads in October 2015.

What:
This eBook was launched to enlighten Sobha Limited’s contacts about what the brand “Sobha” means to global Indian clients in various countries. This eBook furnished all the reasons why a prospect must chose “Sobha’s International City” as their home.

Sobha is about Detail

Why:
“Details make the difference” was the first successful campaign of Sobha Limited. Facebook ads were leveraged to promote this prospecting campaign launched in July 2015.

What:
Since its inception, Sobha Limited has been detail-oriented in all spheres of business conduct. Therefore, the creative artwork was created to highlight the same. The target audience was IT professionals and Higher Management level based in New Delhi NCR region.

Website Redesign

Site Visit

A "site visit" is a critical step in the overall buyer's journey. A 3 column "site visit" landing page was proposed to help users quickly request a site visit.

Download nurturing content assets

A pre-filled landing page was offered to existing leads so that they could easily express their interest to re-engage with Sobha.

eBooks

Why:
“The International City Luxury Home Buyer” eBook was Sobha’s way of telling its prospects, why customers bought a Sobha Luxury Home?

What:
This eBook was part of a nurturing campaign. The ebook was done with detailed iconography and fluid integration of brand colors and font to make visually appealing content piece. Sent via email, this eBook reactivated the existing pipeline that had gone dormant.
Why:
The idea was to give prospects a sense of the personal reasons that encourage a Sobha Home Buyer.

What:
An easily consumable eBook, it captured the most important reasons in short form. The eBook idea and content was proposed by Inbound Mantra and designing was done by Triverse. In addition to nurturing the marketing and sales funnel, this book also received appreciation.