Real estate is a high-stake purchase, so the marketing too is more complex than many other industries. Knowing the target audience is the first and foremost requirement to tailor your messaging and goes beyond just ad on Google or Facebook or even OOH & print campaigns. There are various themes that have arisen within the real estate marketing that guide the campaigns content, timing, location and event the channels to reach out to the audience. We look at some of the popular themes and how real estate marketers are bringing a whole new dimension to real estate marketing campaigns.
Celebrity partnership, from movie actors to sportspersons as brand ambassadors is becoming an important tool in real estate marketing, leveraging their influence to attract attention and create a buzz around a project. However, choosing the right celebrity is of essence. The celebrity image should align with the property brand.
One of the biggest reasons why celebrity partnerships work in real estate is their massive reach and fan base that provides instant exposure to a broad audience. What’s more, celebrities embody success, making their endorsement an aspirational goal for potential buyers, especially for their fan following.
Marketing collaborations with celebrities as brand ambassadors could be long-term or only for endorsement in promotional materials like ads, social media, and events and the success of marketing campaigns is measured as per the sales impact, in terms of inquiries, site visits, and conversions post-campaign as well as brand recognition and audience reach. Below are examples of successful celebrity endorsed campaigns that not only generated brand awareness for the developers and the projects but also ensured increased sales volumes.
GERA DEVELOPMENTS AND AMITABH BACHCHAN
Gera Developments Private Limited has signed legendary actor and global Bollywood superstar Mr. Amitabh Bachchan’ as Brand Ambassador, and the face of the brand. With the announcement, Gera Developments Private Limited becomes the first Pune-based company to rope in the most iconic celebrity and nation’ pride, Mr. Amitabh Bachchan.
Aligned with the philosophy Gera Developments ‘Let’s Outdo’, Gera Developments Private Limited continues to strive to strengthen its focus on customer centricity by offering novel infrastructure ideas and theme-based projects as well as digitally transformed processes to create a long-term customer connect. With the star actor’s ability to constantly outdo himself and defy age, Mr. Bachchan has not only reinvented himself to stay relevant, but has also created a personal bond and an emotional appeal with one and all which is in sync with the Gera brand ethos.
THE CAMPAIGN
For Alchemist Marketing Solutions, the objective was to elevate the brand’s salience & positioning and achieve a spot among the top three real estate players in Pune. The agency leveraged the brand Amitabh Bachchan through following ways:
Strengthening Brand Gera: AB’s iconic status to boosts Gera’s credibility and recognition, positioning them as a trusted leader in the Pune real estate market.
Promoting ChildCentric® Homes Concept: AB’s endorsement of Gera’s ChildCentric® Homes concept to highlight its unique focus on children’s holistic development, enhancing its appeal to modern families.
Showcasing Gera’s Island of Joy: AB’s association with Gera’s Island of Joy to amplify the project’s visibility and position it as the top choice for child-focused living.
THE RESULT
The campaign results showed significant improvement in NPS rank, rising from 7th to 3rd place. Over 800 Expressions of Interest (EOIs) were generated during the EOI phase, with 661 successfully converted into sales. Most importantly, as of now more than 1,000 units have been sold.
“We introduced the perfect representative the legendary Amitabh Bachchan-as the master brand ambassador for Gera Developments, Gera’s ChildCentric® Homes which highlighted its unique focus on children’s holistic development enhancing its appeal to modern families.” - MANISH PORWAL, MD, ALCHEMIST MARKETING SOLUTIONS.
TREVOC AND SAIF ALI KHAN & KAREENA KAPOOR KHAN
In an increasingly saturated real estate market, TREVOC took a ground-breaking step with its ‘Icons of Luxury and Legacy’ campaign, marking the launch of its brand and introducing its esteemed brand ambassadors. This campaign aimed to create strong brand recall and position TREVOC as a leader in the ultra-luxury real estate segment.
THE CAMPAIGN
The campaign saw the revival of celebrity endorsements in the NCR real estate sector—a trend more prevalent in cities like Mumbai and Pune. By choosing Saif Ali Khan and Kareena Kapoor Khan, two iconic figures renowned for their elegance and individuality, TREVOC aligned its ethos with personalities who reflect both tradition and modernity.
Saif’s lineage, rooted in the royal Pataudi heritage, resonates with the brand’s commitment to excellence, while Kareena’s timeless appeal captures the grace and strength that define contemporary luxury. Together, the power couple served as the ideal ambassadors for TREVOC’s vision of crafting homes that blend legacy with innovation.
THE RESULT
The campaign achieved more than brand awareness—it generated significant industry recognition,sparked curiosity among potential buyers, and drove measurable engagement, including website visits and inquiries. It set a new benchmark in real estate marketing, positioning TREVOC as a trendsetter and a fresh voice in the region’s real estate market.
“At TREVOC, we strive to challenge conventions and deliver distinction at every step. Our campaign wasn’t just about brand visibility; it was about making a statement. With this campaign, we adopted a distinctive approach to connect with discerning audiences, delivering a message of bold vision and excellence that resonates far beyond traditional marketing tactics.”- GURPAL SINGH CHAWLA, MANAGING DIRECTOR, TREVOC.
PROPERTY SHOW CAMPAIGNS
Property festivals are an excellent way to generate buzz, attract potential buyers, and showcase real estate projects in a celebratory atmosphere. A well-executed property show provides a platform to expose a wide audience to the projects, including potential buyers and offers a chance of direct interaction and engagement fostering brand building as well as increasing sales through on spot offers and incentives.
Held especially during auspicious days or festivals, these shows can be quite a crowd puller and developers can collect a lot of information from interested buyers allow- ing them to follow up with potential leads after the event.
The marketing strategy begins much before the actual property show with teaser and partnering with influencers creates an aura of around the show as a must visit event.
Here are a few of such property fests that were organized this festival season and were a huge success in terms of both sales and marketing.
SIGNATURE GLOBAL’S BOAT (BEST OF ALL TIME) FEST
Signature Global’s BOAT (Best of All Time) Fest was a game-changing 3-day event held from October 25th to 27th, 2024, redefining the festive homebuying experience. Positioned as the grandest real estate fest, it combined premium property deals, exclusive fes- tive offers, and world-class entertainment to create a truly immersive and memorable experience. The standout features & experiences included –Spin the Wheel for Assured Rewards: Every visitor had a chance to win coveted prizes, including iPhone Pro Max, iWatches, Smart TVs, Gold coins, Dyson air purifiers.
The Ultimate Lucky Draw: Each day of the fest, one lucky homebuyer won a brand-new BMW 3 Series, set- ting new standards for festive giveaways. As per the marketers, the BOAT Fest generated massive impact & unparalleled reach.
Total Impressions: The campaign’s multi-channel strategy captured an incredible 56,262,390 views across Google Display, YouTube, Facebook, and Instagram, establishing Signature Global’s dominance in the festive real estate market.
Customer Delight & Engagement: The daily BMW3 Series giveaway and Spin the Wheel prizes fueled massive customer participation and elevated ex- citement throughout the event.
Recognition & Celebration: The campaign’s grand finale, the Rewards & Recognition Night, featured electrifying performances by music sensation Badshah and dynamic hosting by Maniesh Paul. Top-performing channel partners and employees were honored, fostering a strong sense of community and motivation within the Signature Global family.
The BOAT Fest showcased Signature Global’s ability to merge property sales with entertainment, rewards, and experiences, making homebuying a celebration. Also, by offering unique rewards and high-end giveaways, Signature Global reinforced its status as a forward-thinking leader in the real estate industry.
“At Signature Global, we believe in creating more than just homes-we strive to craft joyful and unforgettable experiences for our customers. The BOAT Fest was designed to offer something truly special this festive season. From exclusive property offerings to daily grand rewards and memorable celebrations, our aim was to bring unparalleled value to our customers’ journeys. This initiative reflects our ongoing commitment to reimagine homebuying as a celebration of life’s biggest moments.”- PRADEEP AGGARWAL, FOUNDER & CHAIRMAN OF SIGNATURE GLOBAL (INDIA) LTD.
SMARTWORLD’S BIG BILLION DOLLAR PROPERTY SALE
Smartworld’s Big Billion Dollar Property Sale was a one-of-a-kind festival with whopping offers on luxurious residential and commercial properties across NCR.The campaign objective was crystal clear: ensure that every property seeker in NCR had Smartworld Big Billion property Sale registered in their heads so that fence sitters are converted to buyers. Realatte, the marketing agency instead of Mass- bombing the ads, Target Bombed them and made sure that the Right Buzz would become directly pro- portional to the number of bookings!
Here is the breakdown of the strategy: Firstly, Realatte ensured that the campaign’s initial impact hit the bull’s eye and for that, it identified and curated 20 audience cohorts. They were targeted at a high frequency so much so that if they were binging through YouTube, the ad appeared in a video form.
If they were browsing print news or checking their investments online or scrolling through social media (meta) or just searching for property in Gurgaon (Goo- gle Search), it was ensured, that they were followed with different impactful creatives for right brand recall.
All this made the top-funnel campaigns extremely successful while the mid and lower-funnel campaigns drove the leads and site visits. Well, all of this is great but no marketing strategies are worth a penny until it converts to exponential sales, and at the Big Billion property sale that’s exactly what happened!
“With a full funnel approach combined with a relentless focus on impactful digital branding skyrocketed the campaign’s visibility which resulted in exceptional returns for such a short duration campaign.”- MAYANK VORA, CO-FOUNDER, REALATTE VENTURES LLP.
FESTIVAL MARKETING CAMPAIGNS
Festivals are the times that impact real estate with increased sales and inquiries. As, the influence of real estate marketing during festivals is high, so developers specially create marketing campaigns to lure potential homebuyers.For real estate particularly, festival marketing is a successful strategy as it capitalizes on the festive environment and adds to the cheer with discounts, flexible payment plans, or extra amenities during festival seasons to attract potential buyers. Developers are able to leverage the festive spirit and highlight the properties according to festivals. Thus, the marketers curate mar- keting strategies around festivals to attract potential home buyers and investors.
Festival marketing campaigns are all about vibrant, multi-channel initiatives designed to capitalize on the festive spirit and drive engagement, sales, and aware- ness. Below are some of the unique festive campaigns that went viral.
IM BUILDCON “CHRISTMAS IS COMING EARLY” CAMPAIGN
The “Christmas is Coming Early” campaign is Govind Rai CEO, Insomniacs, vision of humour, festivity, and luxury living. The Concept Behind the Campaign is celebrating early possessions as the ultimate.
GIFT OF LUXURY LIVING
The “Christmas is Coming Early” campaign by IM Buildcon redefined festive marketing. Christmas is traditionally a time for gifting, and IM Buildcon decided to give its audience a gift ahead of the season—early possession of their premium residential project, Applaud 38 (SkyFusion). The campaign positioned this early possession as a “gift” of luxury living, offering a unique opportunity for homebuyers to experience expansive living spaces, scenic views, and seamless connectivity well be- fore Christmas.
Understanding the desires of urban residents seeking relief from cramped living, traffic, and pollu- tion, IM Buildcon delivered exactly what their cli- ents wanted: a blend of nature, technology, and luxury. By presenting early possession as a festive surprise, the campaign tapped into the emotional needs of the audience, offering a timely solution to their real estate desires.
HUMOR MEETS LUXURY LIVING: A CLEVER TAKE ON URBAN LIFE
Conceptualized by Govind Rai, CEO of Insomniacs & Team, the campaign featured Rafique Merchant as a humorous Santa Claus, making light of the struggles of urban living. The campaign cleverly juxtaposed Mumbai’s urban challenges with Applaud 38’s offerings: spacious homes, breathtaking views of Aarey, and a fusion of city and nature. Catchy messages like “Why live in the ‘pain’ of traffic when you can have effortless WEH connectivity?” resonated with the audience’s frustrations and offered Applaud 38 as the ideal solution.
A CAMPAIGN THAT WENT VIRAL: ACHING MILLIONS IN RECORD TIME
The campaign’s virality was unprecedented, garnering over 10 lakh views within just 48 hours across digital platforms. This rapid engagement highlighted the campaign’s relevance and creativity, captivating both prospective buyers and industry observers.
SETTING NEW STANDARDS FOR REAL ESTATE MARKETING
By merging festivity, humor, and luxury living, “Christmas is Coming Early” set a new benchmark for real estate marketing. Govind Rai and team’s innovative approach has transformed the way the industry approaches festive campaigns, demonstrating how humour and cultural relevance can drive exceptional results.
“It had been almost four years of working with the IM Buildcon team, and their dedication and trust, as well as the people they partnered with, were unparalleled. This campaign had to be something special. We didn’t just present a cam- paign—we created a memorable experience. Rafique was a superstar, and I was thrilled we got to collaborate with him for IM Buildcon. I was confident that everyone would love the outcome, and we anticipated driving incredible sales during that final phase, with the best inventory having opened up at IM Buildcon’s Skyfusion.” - GOVIND RAI, CEO, INSOMNIACS
ADANI REALTY GANESH LIGHTING ACTIVITY
One of the many ideas successfully executed by Adani Realty across multiple projects such as TEN BKC located at Bandra (E), is the Ganesh Lighting activity at The Views, Ghatkopar East, demonstrating the company’s scalability and ability to replicate impactful initiatives in various locations. Adani Realty demonstrated its commitment to community engagement and festive celebrations with the recent Ganesh Lighting activity at The Views in Ghatkopar East. This event, part of the larger Ganesh Campaign, has set a new standard for festive decorations and community involvement.
THE ACTIVITY
The Views was transformed into a dazzling spectacle, with intricate lighting designs and vibrant colours that captured the essence of the Ganesh festival. The lighting work was meticulously planned and executed, ensuring a seamless and captivating display that left a lasting impression on residents and visitors alike. The use of halogen lights, labour and electrician services, wiring, and transportation were all carefully coordinated to create a stunning visual experience. Notably, the lights were retained permanently, adding long-term value to the property and enhancing its aesthetic appeal.
THE SUCCESS
Residents of Ghatkopar East and the vicinity of The Views and the surrounding areas expressed their appreciation for the effort and creativity that went into the lighting activity. By integrating traditional festivities with modern design elements, Adani Realty created a memorable experience that resonated with the community. This initiative not only celebrated the spirit of Ganesh Chaturthi but also reinforced Adani Realty’s position as a leader in community-centric real estate projects.
In conclusion, the Ganesh Lighting activity at The Views by Adani Realty is an example of how thoughtful planning and execution can create a festive atmosphere that brings people together.
This initiative has undoubtedly set a new benchmark for community engagement and festive celebrations in the real estate sector. Furthermore, this idea is not a standalone initiative but part of a broader campaign. Adani Realty has executed multiple ideas across various projects, such as the DIYA formation to mark the Diwali festivities and plans to implement the “HNY” lighting formation to usher in the new year 2025 in style at projects such as TEN BKC lo-cated at Bandra (E). This demonstrates the scalability of such initiatives and Adani Realty’s ability to replicate impactful projects across different locations.
We are delighted to have successfully executed the Ganesh Lighting activity at The Views, Ghatkopar East. This initiative is a testament to our commitment to creating memorable experiences for our residents and the community. The vibrant lighting and festive ambiance have not only enhanced the aesthetic appeal of The Views but also brought the community together in celebration of Ganesh Chaturthi. At Adani Realty, we strive to integrate traditional festivities with modern design elements, and this event is a shining example of our dedication to innovation and community engagement.” RAJEEB KUMAR DASH, HEAD SALES, MARKETING (MAHARASHTRA REGION), ADANI REALTY
PROJECT FOCUSED CAMPAIGNS
Designing a real estate project-focused campaign requires a strategic approach to showcase the property’s unique value proposition, target the right audience, and leverage multiple channels to drive leads and conversions.
Creating a memorable, aspirational tagline that captures the essence of the project by focusing on the benefits and distinct features and making an emotional connect with the targeted demographics is one of the essential components of the project focused marketing campaigns. And tracking campaign performance through Google Analytics, social media insights, and CRM tools ensure the desired results.
In all. putting together a top-notch real estate marketing campaign that highlights the USPs of the project such as location, amenities, design or investment potential can help boost lead generation and increase conversion rates. Below are some of such marketing campaigns:
DGS HATTRICK CAMPAIGN ‘WHERE LIFE SCORES A TRIPLE’
Hattrick is a real estate project that combines these three core elements into a seamless living experience. It’s not just about buying a property; it’s about investing in a location, opportunity, and development that will help you win in life.
The Hattrick campaign by Koffeetech Communications is built around three powerful USPs: Location, Opportunity, and Development. Just like a hat trick in sports, this project offers three unbeatable advantages that make it the perfect place to invest and thrive.
LOCATION – “THE PRIME PLAY”
Strategically positioned in the heart of the city, Hattrick offers unmatched connectivity. Living here means being at the center of everything, where convenience meets vibrancy. From quick commutes to easy access to cultural hotspots, Hat-trick puts the city at your doorstep.
OPPORTUNITY – “THE GOLDEN GOAL”
Hattrick is more than just a home – it’s a launch- pad for growth. Whether you’re an entrepreneur, a family, or someone looking to secure your future, Hattrick provides the perfect foundation to build your dreams. It’s a space where opportunities don’t just exist; they thrive.
DEVELOPMENT THE "HAT-TRICK HERO"
The development at Hattrick is where innovation meets sustainability. With smart home technology, eco-friendly design, and community-centric spaces, this project goes beyond the ordinary. Every detail is crafted to enhance your lifestyle and future, making it a true investment in quality living.
RESULTS:
The overall Site Visits – 34 with Cost Per Site Visit- 23773
ID ELYSIA CAMPAIGN CELEBRATION OF BLUES
The “Celebration of Blues” campaign by Koffeetech Communications for Elysia by ID Group in Versova is designed to encapsulate the tranquil, luxurious, and peaceful living experience that this project offers. With its unique three-side sea view and the location in Versova, a serene neighborhood, the campaign focuses on the calming power of the color blue, symbolizing peace and elegance.
The “Celebration of Blues” highlights the soothing experience of living by the sea. The vast blue waters, coupled with the pristine views, create a serene en- vironment that enhances the quality of life. This isn’t just a home, it’s a sanctuary, where every glance at the sea invites relaxation, tranquility, and a sense of harmony.
The campaign’s tagline, “Serenity in Every Shade”, emphasizes how every shade of blue, from the sky to the sea, enhances the peaceful atmosphere of the property. The color blue is associated with calmness and serenity, and at Elysia by ID Group, this feeling of peace is woven into the very fabric of the project, from the architecture to the breathtaking views.
The Revelation invites potential buyers to experience the magic of this tranquil retreat. Every corner of Elysia is designed to offer a continuous flow of peace, where each moment feels like a celebration of the beauty and serenity that comes with the ocean’s blues. This campaign perfectly reflects the essence of the project, offering not just a home, but a lifestyle centered around harmony, beauty, and calm.
“Our campaign combined cultural relevance, digital innovation and targeted strategies to emotionally connect with buyers. With over 2.8 million impressions and a CPL as low as ?808, campaigns like ‘Where Life Scores a Triple’ and ‘Celebration of Blues’ drove engagement, built trust, and turned interest into lasting relationships, setting a new standard in real estate-marketing.” JAY RATHOD FOUNDER & CEO, KOFFEETECH COMMUNICATIONS
IN CONCLUSION
Connecting the marketing campaign to a specific festival, location, project or a theme, setting measurable goals, such as increase in sales, lead generation, or brand awareness and tailoring the campaign to the target demographic are some of the major footholds of the successful marketing campaigns as illustrated by the examples shared here.
With competition in the crowded real estate market getting fierce by the day, it’s important to make the campaigns stand out and create an instant connection with potential customers with powerful marketing strategies.
For marketers, while, the visuals are very important when selling a home, even more critical in today’s day and age is the creation of a story to engage prospective home buyers that can build windfall lead generation and hopefully fantastic sales.
The campaigns cited are just a few to demonstrate the strategies and creativity that can be employed while selling a project. And each strategy has to be carefully crafted to suit the particular need, theme and the marketing objective of the project.
