Propbuying.com

Propbuying.com use organic networking with targeted content

to engage high net worth professionals for Pune based real

estate investment

Flow of the case study • Company profile

• Industry category

• Problem statement

• Challenges

• Solution

• Success KPIs

• Client testimonials

Company profile

Propbuying.com is an innovative real estate company incorporated by a set of real estate experts in the year 2013 who have 12 years of experience in the real estate marketing & sales. Propbuying.com is on a mission to make property-dealing a delightful, personal and smooth experience as it’s meant to be.

Propbuying.com is property-dealing rethought, redesigned and reinvented. It is realty simplified!

Industry Category With huge inventory lying unsold in around Pune the road to recovery looks long and winding for the Pune Real Estate Sector. According to experts, it will take another five years to sell the 80 thousand units, but lack of buyers' interest will make it more and more difficult for developers to complete existing projects

Even the festive season and the recent round of rate cuts by the Reserve Bank of India (RBI) have failed to bring cheers to the real estate market in Pune. Lack of a regulator and delayed reforms have also prompted people to stay away from real estate. Property prices have remained stagnated. This trend is likely to continue.

Though the situation is expected to improve this New Year, experts say, it won't be as good as 2010/2012, and will take a few more years for the sector to revive

Problem statement & Challenges

To reach out to the target audience organically through digital media who fit in highend home buying & investment segment in and around Pune.

The challenge is how to enter into the upper middle class & HNI segment through digital ecosystem to push real estate adoption for different stages (awareness, consideration,

comparison & buy) of customer journey

Solution

After discussion with Propbying.com founder & primary research we have decided to reach expected target audience (working

professionals above 31 year of age from NRI, Pune & Mumbai) through LinkedIn organic promotion

Why LinkedIn: LinkedIn as a platform allowed us to reach out to relevant audiences, and more importantly tap into a very different mind set by virtue of being a professional network. • India is the second largest market for LinkedIn after US

• LinkedIn India has over 122 million users

• The average LinkedIn member has an average annual household income of $109,000

Campaign Core Mechanics

1. To create awareness and to get potential buyers we tried to reach maximum target audience through LinkedIn professional connection request.

2. Joined relevant groups pertaining to real estate

3. Blog post on LinkedIn

4. Being responsive to existing and upcoming connections

5. Online property shopping festival for connections

6. Find innovative ways of various touch points to the existing connections to build relationships and engagements

Success KPIs

• 9 direct deal closer worth Rs. 5 cr within two month of operation

• Average 3 to 4 inventory of 65 lacs ATS sold per month from LinkedIn campaign

• Have managed to generate avg 72 leads/month organically (inbound), out of which 12% belongs to NRI

• Have connected more than 500 professionals per month

• Have closed more than 30 b2b proposal (connect to developers, Real estate investors etc)

• The old customer have given testimonials & shared 29 referrals

Campaign Screenshots

Founder Profile Screenshots

LinkedIn Handle – https://www.linkedin.com/in/udayan-mane-16a6927 Cell – 8411912000 | Email - udayan@propbuying.com

Yashus Digital Marketing Pvt Ltd, Pune

D/26, Everest Height, Third Floor, Park Road, Near Khalsa Sweet,

Viman Nagar, Pune – 411014, Maharashtra, INDIA

Website : www.yashus.in

Email – sujay@yashus.in | Skype – sujay.khandge

Cell – +91 9766654355 |Landline – +91 020 26631355