Best digital marketing agency in India

Tarc Kailasa

Tarc Kailasa

Project Overview

TARC Kailasa by the Tarc Group is located in New Delhi's affluent region, Kriti Nagar, and provides a unique combination of safe and serene living with a collection of first-class amenities. This residential development offers a selection of magnificent 3/4 BHK houses sprawled across vast acres, only a short distance from Kirti Nagar Metro Station.

The Challenge

Initially TARC KAILASA was offered at 18 to 20k per square foot at the time of soft launch and launch
The first tower's inventory was sold out easily due to high demand and the hype in the market. Big, renowned players like DLF and Unity Group also entered the market.
The price for the second tower was revised, shortly, to ₹25K per square foot, totalling ₹9 crore onwards, due to a significant 25% increase in price in a very short period of time, which led to a huge dip in market demand
The location was in West Delhi, where this price range did not align with the area's typical wealth standards.
The property fell into the ultra-luxury category, which was not suitable for most West Delhi residents' financial capabilities.
Individuals who could afford such properties preferred not to invest in West Delhi.

Step 01

Strategy & Research

We implemented a FOMO (Fear of Missing Out) marketing strategy to create excitement and urgency around the sell-out of Phase 1 and the upcoming release of Kailasa 2.0.
We created audience categories targeting individuals interested in luxury real estate developments in high-income areas near Kirti Nagar, such as Punjabi Bagh, Model Town, Gujranwala Town, etc. We focused our marketing efforts on reaching these specific audiences and used remarketing techniques to emphasize our message further.
It created more demand because there was Low search volume, which lead to high CPL (Cost per lead).

Step 02