Industry: Real Estate (Residential Launch Campaign)
Services: Local SEO, Performance Marketing, Landing Page Optimization, Tracking & Analytics
Key Result: 54% lower CPL and 3.2× increase in qualified site visits
Tech Stack: Google Ads, Meta Ads, GA4, GTM, Google Business Profile, Hotjar
Overview
A prominent real estate developer launching a new residential tower approached TechnoRhythms to stabilize and scale digital lead generation. Despite a strong offline presence, digital performance was weak: acquisition costs were rising, lead quality was inconsistent, and location-specific visibility was poor.
The mandate was to create a predictable, high-intent pipeline for the launch using our full-funnel Performance Marketing approach combined with Local SEO and conversion-focused landing pages.
Business Challenges
1. Poor Local Visibility
- Project pages were not ranking for “[project name] price” or “[project name] location” searches.
- Google Business Profile was under-optimized with outdated visuals and limited information.
- No systematic presence across local directories or real estate listings.
2. High CPL on Performance Ads
- Broad match keywords were consuming budget without delivering qualified leads.
- No geo-segmented campaigns or creatives tailored to locality-based buyers.
- Ad copy and visuals did not clearly communicate USPs, amenities, or trust markers.
3. Landing Page Not Conversion-Ready
- Lacked clear pricing and location details above the fold.
- Minimal trust elements such as RERA details, developer credentials, or project status.
- Amenities and lifestyle benefits were buried or missing.
- Mobile experience was cluttered, with poor readability and slow load times.
4. No Tracking Layer
- GA4 and GTM were not configured to track calls, forms, or page engagement.
- No attribution data to differentiate high-quality leads from low-intent enquiries.
- Sales and marketing were working without a shared view of funnel performance.
5. Unpredictable Pipeline
- Sales team struggled with inconsistent lead quality and quantity.
- No clear segmentation between “site-visit-ready” leads and top-of-funnel enquiries.
Diagnostic Approach (Design Thinking + Data)
We applied our Design Thinking-led framework combined with data analysis to map the real buyer journey and identify points of friction across channels.
- Empathize: Studied how property buyers evaluate options: price, location, amenities, developer trust, and possession timeline.
- Define: Identified key breakdowns across Ads → Landing Page → Sales call → Site visit.
- Ideate: Developed new messaging angles, creative concepts, and landing funnels tailored to decision-making stages.
- Prototype: Designed optimized landing layouts, localized ad sets, and improved GBP content.
- Test: Ran structured A/B tests on ad audiences, creatives, bidding strategies, and landing page versions.
Solution Breakdown
1. Local SEO Optimisation (Hyperlocal Footprint)
We strengthened the project’s visibility in local search using our Local SEO methodology:
- Targeted geo-specific keywords tied to project name, locality, and nearby landmarks.
- Optimized Google Business Profile with updated renders, amenities, offers, and regular posts.
- Implemented LocalBusiness and RealEstate schema on the project landing page.
- Built citations and listings on relevant, high-authority local platforms.
Result: Local search impressions increased by 212% for brand and project queries.
2. Full-Funnel Performance Marketing Setup
We rebuilt campaigns on Google and Meta using our Performance Marketing framework:
- Google Ads: Location-based keyword clusters, competitor campaigns, and high-intent terms such as “price”, “floor plans”, and “flats near [area]”.
- Meta Ads: Visual-first creatives showing architecture, lifestyle, and amenities, with dedicated retargeting flows.
- Introduced audience layering and bid strategies aligned to lead quality, not just volume.
Result: Cost per lead reduced by 54% within the first month.
3. Landing Page Redesign
We redesigned the project landing page following our conversion-focused UX principles:
- Added “Price starts at…” and key configuration details above the fold.
- Highlighted project location with map, connectivity, and nearby landmarks.
- Showcased amenities and lifestyle visuals in a structured, scannable layout.
- Included RERA number, developer credentials, and possession timelines for trust.
- Optimized forms and CTAs for mobile, including click-to-call options.
Result: Landing page conversion rate improved from 2.1% to 5.8%.
4. Advanced Tracking Implementation (GA4 + GTM)
We implemented a complete measurement layer with our analytics and GTM strategy:
- Configured 12 custom GA4 events, including form submissions, click-to-call, and CTA interactions.
- Tracked scroll depth and key engagement events using Hotjar and GA4.
- Standardised UTM parameters for all campaigns to enable clean attribution.
- Built dashboards to monitor lead quality by channel, campaign, and creative.
Result: Full visibility into which campaigns generated site-visit-ready leads.
5. High-Performance Creative System
To consistently attract qualified prospects, we designed a structured creative system:
- USP-based static creatives highlighting pricing, location, and key amenities.
- Architecture renders and lifestyle scenes to show the project vision.
- Connectivity-focused visuals emphasizing access to workplaces, schools, and transit.
- Google Display and social remarketing creatives to re-engage warm traffic.
Result: Click-through rate (CTR) improved by 61% across major campaigns.
Results
- 54% reduction in CPL after restructuring campaigns and landing funnels.
- 3.2× increase in qualified site visits to the project location.
- 212% increase in local search impressions for brand and project queries.
- 61% uplift in CTR from more relevant, high-intent creatives.
- Landing page CVR improved from 2.1% to 5.8%, driving more high-quality leads.
Design Thinking Insight
Real estate buyers don’t respond to generic property messaging — they evaluate projects through price clarity, location clarity, USPs, and trust. By reshaping ads, landing pages, and local presence around this decision pattern, lead quality and site visits improved dramatically.
Business Impact
- Predictable weekly flow of site-visit-ready leads.
- Higher quality conversations for the sales team and improved close rates.
- Better ROI from paid media with reduced wastage on low-intent traffic.
- Stronger local visibility compared to competing projects in the same micro-market.
- A reusable playbook for upcoming residential launches.
Ready to Transform Your Real Estate Pipeline?
TechnoRhythms helps real estate developers reduce acquisition costs and increase qualified site visits with Performance Marketing, Local & Technical SEO, conversion-focused landing pages, and advanced analytics.
👉 Request a Strategy Session
👉 Explore all services