Industry: Real Estate Development | Service Area: Digital Marketing & Brand Visibility
Client Overview
Our client is a mid-sized real estate development firm based in Pune, specializing in premium residential and commercial projects with a portfolio worth ₹250+ crore. Despite having quality projects in prime locations, the company struggled with minimal digital presence and relied heavily on traditional broker networks and offline marketing, limiting their reach to modern homebuyers who conduct extensive online research before making purchase decisions.
Challenge / Problem Statement
The developer had zero structured digital footprint when they approached Panthak. Their website ranked beyond page 5 on Google searches, they had no active social media presence, and their Google Business Profile was unclaimed with outdated information. Competitors dominated search results for key location-based queries like “luxury apartments in Pune” and “commercial spaces near Hinjewadi.” The sales team received fewer than 8 qualified leads per month through digital channels, forcing over-reliance on expensive broker commissions that consumed 2-3% of project value. Brand awareness was limited to local word-of-mouth, preventing expansion into new micro-markets.
Objectives
- Establish comprehensive digital presence across all major platforms within 90 days
- Achieve first-page Google ranking for 15+ high-intent real estate keywords
- Generate minimum 50 qualified leads per month through organic and paid channels
- Reduce cost per lead by 60% compared to traditional broker-dependent methods
- Build brand authority and trust through consistent content and engagement
- Create scalable advertising infrastructure across Google, Bing, Meta, and LinkedIn
Approach / Methodology
Discovery & Audit Phase: Panthak conducted a 15-day comprehensive digital assessment, analyzing competitor positioning, keyword opportunities, audience demographics, and existing brand assets. We identified critical gaps in local SEO, content strategy, and paid advertising infrastructure.
Foundation Building: Established complete digital ecosystem including website optimization, business listings verification, social media profile creation, and analytics framework setup across all platforms.
Challenge vs. Solution Framework
Challenge Summary
The company was virtually invisible in digital search results where 78% of their target audience begins their property search journey. No structured lead capture mechanism existed beyond phone numbers on print ads. Brand messaging was inconsistent across touchpoints, and there was zero capability to track marketing ROI or lead attribution.
Solution Outline
Panthak implemented a full-spectrum digital marketing strategy combining organic visibility through SEO and social media with performance-driven paid advertising. We created unified brand messaging, established omnichannel presence, built sophisticated lead tracking systems, and deployed data-driven campaign optimization to maximize lead quality while minimizing acquisition costs.
Solution Delivered
Panthak executed a comprehensive digital transformation across four integrated pillars:
Digital Presence & SEO Foundation: Claimed and optimized Google Business Profile and Bing Places, resulting in immediate visibility in local map searches. Conducted technical SEO audit and implemented 47 critical fixes including site speed optimization, mobile responsiveness, schema markup for real estate listings, and location-specific landing pages. Created content strategy with 60+ SEO-optimized pages targeting buyer intent keywords across different property types and locations.
Social Media Ecosystem: Built presence from scratch on Facebook, Instagram, LinkedIn, and YouTube with cohesive branding. Developed content calendar featuring project updates, site progress videos, customer testimonials, virtual tours, and educational content about home buying. Grew combined follower base to 12,500+ with 8-12% average engagement rate through strategic community management and influencer collaborations.
Paid Advertising Infrastructure: Set up and managed comprehensive advertising across four platforms. Google Ads campaigns focused on high-intent search queries and display remarketing. Bing Ads captured additional search traffic at lower CPC. Meta Ads (Facebook/Instagram) targeted demographic and interest-based audiences with carousel ads showcasing property features. LinkedIn Ads reached corporate decision-makers for commercial space offerings. Implemented conversion tracking, lead form integrations, and A/B testing protocols across all platforms.
Content Marketing & Authority Building: Published 40+ blog articles addressing buyer questions, market insights, investment guides, and locality spotlights. Created video content including property walkthroughs, architect interviews, and customer success stories. Developed downloadable resources like home buying checklists and EMI calculators that positioned the brand as a trusted advisor rather than just a seller.
Digital Ecosystem Transformation for Real Estate
From Offline Dependency to Omnichannel Leadership via Panthak
Key Performance Indicators & Business Impact
| Digital Pillar | Status Before Panthak | Performance After Panthak | Key Channels |
|---|---|---|---|
| Organic Visibility | Page 5+ Ranking, DA 8 | Top 1-5 for 23 Keywords, DA 28 | Technical SEOContent Strategy |
| Lead Generation | 8/month, High CPL, Broker-driven | 125+/month, 65% Lower CPL, Search-driven | Google AdsConversion Tracking |
| Social Engagement | Zero Presence, No Content | 12,500+ Followers, 11.5% Peak Engagement | Meta AdsCommunity Management |
| Paid Channels | Inconsistent, No ROAS Tracking | 4.2% Conversion Rate, 3.8x ROAS | Google/Bing AdsLinkedIn Targeting |
| Content Authority | No Blogs, Basic Image Content | 40+ Blogs, 285,000+ Video Views | YouTubeTrust Signals |
Results & Impact
Organic Visibility Achievements:
- Achieved first-page Google rankings for 23 primary keywords within 6 months
- Google Business Profile views increased from 0 to 8,500+ monthly impressions
- Website traffic grew from 340 to 6,200+ monthly visitors (1,724% increase)
- Organic search became the #1 lead source, generating 45-60 qualified leads monthly
- Domain authority improved from 8 to 28, establishing credibility in competitive market
- Featured snippets captured for 7 location-specific property searches
Paid Advertising Performance:
- Generated 420+ qualified leads in first 6 months across all paid channels
- Achieved average cost per lead of ₹850, 65% lower than previous broker-dependent model
- Google Ads delivered 52% of paid leads with 4.2% conversion rate
- Meta Ads achieved 3.8x ROAS with strong performance in 25-40 age demographic
- LinkedIn Ads generated 38 high-value commercial property inquiries
- Maintained consistent lead quality with 68% meeting sales team qualification criteria
Social Media Growth:
- Built engaged community of 12,500+ followers across platforms within 8 months
- Instagram achieved highest engagement at 11.5% average rate
- Video content generated 285,000+ views, significantly expanding brand awareness
- Social media contributed 18% of total lead volume through direct inquiries
- User-generated content and testimonials increased by 340%
Business Impact:
- Total monthly leads increased from 8 to 125+ (1,462% growth)
- Digital marketing ROI reached 6.8:1 within first year
- Sales cycle shortened by 22% due to pre-educated, high-intent leads
- Broker dependency reduced by 45%, saving ₹1.2+ crore in commissions annually
- Successfully launched two new projects with 40% faster initial sales velocity
- Brand recall in target markets increased from 12% to 51% based on surveys
Client Testimonial
“Panthak didn’t just build our digital presence, they fundamentally changed how we acquire customers. We went from being invisible online to dominating search results in our category. The quality of leads has dramatically improved because buyers find us when they’re actively searching, not through random broker calls. Our sales team now spends time with serious, pre-qualified prospects rather than chasing cold leads. The transparency of digital analytics has revolutionized how we allocate marketing budgets. This partnership has been transformative for our business growth trajectory.“
— Director – Sales & Marketing, Client Real Estate Firm
Key Learnings / Future Roadmap
This engagement demonstrated that real estate digital transformation requires patience and integrated execution across organic and paid channels. The compound effect of SEO authority building combined with aggressive paid advertising created sustainable lead flow that reduced dependence on traditional, high-cost channels. The client’s willingness to invest in quality content and long-term brand building rather than chasing quick wins was instrumental to success.
Phase 2 Expansion: We’re now implementing advanced marketing automation with CRM integration for nurture campaigns, launching interactive 3D virtual property tours, expanding into regional markets with localized campaigns, and exploring programmatic advertising for greater scale. Additionally, we’re developing a referral program leveraging the existing customer base and creating investor-focused content to tap into the second-home and investment property segments.