Project overview
Traditionally, CREDIA Rajasthan’s property expos were large-scale physical events, attracting numerous developers and buyers.
However, in 2020, strict government restrictions and public fear of crowded places made an in-person event impossible. The key challenges included:
- Transitioning from a physical event to a digital platform while maintaining engagement and effectiveness.
- Convincing real estate developers, who were traditionally reliant on conventional marketing methods, to embrace a virtual model.
- Handling high website traffic and ensuring smooth backend operations, including lead generation and distribution.
- Creating value for participants through offers, sponsorships, and customer engagement strategies.
How Nine Degree addressed it
1. Building a Seamless Digital Platform
- A dedicated portal was developed, leveraging the existing real estate platform Click for Flats to expedite the setup.
- The website infrastructure was optimized for high traffic, ensuring a glitch-free user experience.
- Participating developers listed their properties with special offers, discounts, and rental return schemes.
2. Digital & Offline Promotions
- Social Media Campaigns: A full-scale social media strategy was implemented, utilizing Facebook, Instagram, and LinkedIn.
- Google Ads & SEO: Targeted Google Ads campaigns optimized for high-traffic keywords in real estate.
- Innovative Outdoor Advertising:
- Walking Billboards: Life-size, backlit human billboards were used in strategic city locations.
- Newspaper Advertisements: Print media was leveraged for additional reach.
- On-Site Branding: Developers displayed Virtual Expo branding at their project sites.
3. Sponsorships & Financial Support
- Sponsorship pitch decks were created to attract corporate sponsorships.
- Major Sponsors: HDFC Bank and other real estate-related firms contributed to the event’s success.
Impact
The results of the Virtual Property Expo exceeded expectations, proving the potential of digital transformation in real estate marketing:
- 250+ developers participated, a record-breaking number for a first-time virtual event.
- 5000+ high-quality leads were generated within 7 days, surpassing the original target.
- Originally planned for 4 days, the Expo was extended to 7 days due to high engagement.
- Shifted industry perception towards ROI-driven, digital-first marketing approaches.
