Case Study: Boosting Rohan Corporation's Social Media Presence For Generating The Quality Real Estate Leads.
Client
Rohan Corporation
Industry
Real Estate
Content Documentation URL
Services Provided
Multi-Platform Content Calendar, Virtual Property Experience Campaigns, Content Creation, and Lead Generation Management.
Work Scope
Background:
Rohan Corporation, a prominent real estate developer in Mangalore with over three decades of legacy, was facing challenges in digitally connecting with potential property buyers despite their strong market reputation. While they maintained basic social media profiles, their online presence lacked engagement and failed to showcase their premium property developments effectively. Their existing social media strategy generated minimal qualified leads, with most inquiries coming from non-serious buyers or property dealers rather than their target audience of high-net-worth individuals and genuine home seekers. Prior to my involvement, their social media content was inconsistent and failed to highlight their unique value propositions, resulting in missed opportunities in the competitive Mangalore real estate market.
Challenges:
- Poor Audience Targeting & Lead Quality:
Despite having a significant social media following, most engagement came from non-qualified leads and property dealers rather than genuine home buyers. The lack of strategic targeting resulted in wasted resources on leads that rarely converted into actual property viewings or sales. - Inconsistent Brand Storytelling:
The company struggled to effectively communicate their 30+ years of expertise and premium project offerings across social platforms. Their content lacked cohesive storytelling about their luxury developments, construction quality, and unique amenities, making it difficult for potential buyers to understand their value proposition. - Limited Digital Engagement Strategy:
While maintaining profiles on multiple social platforms, Rohan Corporation’s social media presence was largely passive, with irregular posting schedules and minimal interaction with followers. They weren’t leveraging platform-specific features like Instagram Stories, Facebook Live, or interactive content to showcase their properties and engage with potential buyers in real-time.
Objectives:
- Enhance Lead Quality and Conversion Rate:
Implement sophisticated targeting strategies across social platforms to reach genuine home buyers and high-net-worth individuals in Mangalore and surrounding regions, aiming to increase qualified lead generation by 40% and improve conversion rates from social media inquiries to property visits. - Establish Brand Authority Through Storytelling:
Create and execute a cohesive content strategy that showcases Rohan Corporation’s legacy, construction expertise, and premium project features through high-quality visuals, virtual tours, and success stories, targeting a 50% increase in meaningful engagement rates. - Develop Platform-Specific Engagement Campaigns:
Design and implement tailored content strategies for each social platform, utilizing features like Instagram Reels for property showcases, Facebook Live for project launches, and LinkedIn for corporate achievements, with the goal of increasing overall social media engagement by 60%. - Build Trust Through Social Proof:
Amplify customer testimonials, project completion milestones, and industry recognitions across social channels while implementing a responsive community management strategy to demonstrate credibility and improve brand reputation, targeting a 45% increase in positive brand mentions.
Strategies:
- Developed a Multi-Platform Content Calendar:
Created and executed a comprehensive content strategy across Instagram, Facebook, and LinkedIn, featuring a mix of property showcases, construction updates, and market insights. The calendar ensured consistent posting with platform-specific content optimization. - Implemented Virtual Property Experience Campaign:
Launched immersive property tours through Instagram Reels and Facebook Lives, highlighting premium amenities and architectural features. This included behind-the-scenes construction updates and expert walkthroughs of show flats. - Established Community Management Protocol:
Set up a dedicated response system for social media inquiries, ensuring 24/7 monitoring and prompt engagement with potential buyers. This included creating a lead qualification process and automated response templates for common queries. - Introduced Social Proof Marketing:
Curated and showcased customer testimonials, project handover ceremonies, and industry awards through engaging storylines. This included creating mini-documentaries of happy homeowners and sharing construction milestone celebrations.
Results:
Conclusion:
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