Tarc Kailasa
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PROJECT OVERVIEW
Amidst the traditional echoes of enduring wisdom, Kailāsa became a sanctuary where even the mighty Lord Shiva found solace within Kailāsa.
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.
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).
THE RESULTS
GOOGLE
2942241
IMPRESSION
73830
CLICKS
540
NUMBER OF QUERIES
9 Cr
TICKET SIZE
4500
CPL
Kirti Nagar, New Delhi
LOCATION OF PROJECT
FACEBOOK
1234042
IMPRESSION
37245
CLICKS
1072
NUMBER OF QUERIES
9 Cr
TICKET SIZE
1200
CPL