PRE CAMPAIGN REPORT
JAIN HEIGHTS RAIN FOREST
Jain Heights is one of the real estate developers based in Bangalore, India. They offer various villa, apartments, penthouses, and plots for sale in Bangalore. They have been responsible for the development of numerous real estate projects in Bangalore in the past, and also have a number of upcoming projects lined up for development in different strategic locations of Bangalore, India.
Potential Competitors:
Projects of Jain Heights:
https://www.facebook.com/Jain.Heights/
33k Followers
https://www.instagram.com/jainheights/
75 followers. Not very active here.
*Client wants us to specifically focus on their Project Rainforest for Plots at Devanahalli near Yelahanka in Bangalore. Yelahanka is located in North Bangalore slightly on the outskirts on the way to the airport.
Sources: https://economictimes.indiatimes.com/sobha-ltd/stocks/companyid-19352.cms,
https://economictimes.indiatimes.com/puravankara-ltd/stocks/companyid-20136.cms
https://economictimes.indiatimes.com/prestige-estates-projects-ltd/stocks/companyid-32683.cms
*Note: 1 INR = US$ 0.014
India
Real estate sector in India is expected to reach a market size of US$ 1 trillion by 2030 from
US$ 120 billion in 2017 and contribute 13 per cent of the country’s GDP by 2025.
Bangalore
Emerging as the front-runner in the major South Indian markets in terms of new housing supply infusion, Property rates in the Bangalore are reasonable. Property trends in the Bangalore show that the annual rental yield is also up by 4.145973 percent as per data with Makaan.com.
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North Bangalore is making its mark as an investment hotbed. Due to proximity to Bangalore International Airport and the availability of existing robust infrastructure.
Devanahalli Area Plot
Price range per square ft- INR 200 to 52,917/-
Average price per square ft INR 51,036/-
Price rise 243.3%
Top price trends data of Devanahalli presented by Makaan.com:
Bangalore
North Bangalore
Yelahanka
Devanahalli
Real Estate Industry Overview
Sources: https://www.ibef.org/industry/indian-real-estate-industry-analysis-presentation,
https://www.makaan.com/price-trends/property-rates-for-buy-in-bangalore
*Note: 1 INR = US$ 0.014
*Jain Heights Rain Forest plots starts from INR 50 Lakh to INR 2 Crores
Tracking Methods
There are no set tracking methods in place except for offline activity conducted on personnel level through its business development team.
Marketing Budget
Marketing spends are subject to projects undertaken and differs accordingly, however no defined budget is spent on marketing for expansion or growth.
Weaknesses
Website overview
Strengths
Call to action
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Current Scenario
Opportunity | Estimated Savings in time load |
Serve Images in next-gen formats | 42.45 seconds |
Efficiently encode images | 33.60 seconds |
Properly size images | 26.55 seconds |
Eliminate render-blocking resources | 01.14 seconds |
Below mentioned graph indicates various opportunities client can work upon to increase the site speed which might help in better engagement.
Sources: https://developers.google.com/speed/pagespeed/insights/?url=http%3A%2F%2Fwww.jainheightsrainforest.com%2F
Online/Offline Marketing
Online Marketing is conducted only on Facebook. Properties have been listed on other aggregators website such as commonfloor.com. etc. No specific offline marketing conducted except word of mouth and personnel marketing.
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Our Primary Goal
Our Secondary Goal
In order to achieve our business goals,
we will be using the following platforms:
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Google Display Network
Display network will primarily be used for remarketing purposes however on the basis of performance and budget we might use the same for awareness by showing relevant ads to the target audience who are interested in topics related to life events and placements which match the identified target group.
Search Network
Generate Leads using Search Network by targeting people who are searching for properties to purchase in Bangalore as an investment or second home.
Marketing Goals
Social Media - Facebook
Facebook Lead Gen campaign to be used for generating leads i.e. enquiries for plot.
Gmail Ads
To be used for remarketing purposes.
We will be working towards performance driven campaigns as the client is mainly looking for leads.
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Whom Are We Targeting
Family, friends, relatives investing for financial security. Same age range.
Price
and Location.
Word of mouth, Online, Newspapers.
Feedback from relatives or past owners. People living in nearby areas and brokers.
Only after a site visit people decide whether to invest or not.
Return on investments and financial security.
Consumer Buying Cycle for Real Estate Properties
Name: Ross and Rachel Age: 27 & 30
Household Income: INR 20 to 30 Lakhs per annum Location: Bangalore
Profession: Senior Manager at reputed organization (Tech/Real Estate)
Ross and Rachel are searching for their second home in an upcoming area where they will get good returns on their investment through rent.
*Note: 1 INR = US$ 0.014
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How Are We Targeting Them
Search Network
--------------------------------------------------------------------Campaigns-------------------------------------------------------------------- | ||||||
Brand | Devanahalli | Yelahanka | North Bangalore | Devanahalli_Type | Yelahanka_Type | Investment |
--------------------------------------------------------------------Rationale--------------------------------------------------------------------- | ||||||
Aimed at targeting people who are specifically looking for Jain Heights. | Project we are focusing upon is in this location. | Project we are focusing upon is in this location. | Project we are focusing upon is in this location | Type of housing in the mentioned location. | Type of housing in the mentioned location. | Aimed at targeting people who wish to invest basis location |
--------------------------------------------------------------------Ad Groups-------------------------------------------------------------------- | ||||||
Jain Heights, Rain forest. | Plot_Devanahalli, Land_Devanahalli, Sites_Devanahalli. | Plot_Yelahanka, Land_Yelahanka, Sites_Yelahanka, | Plot_North Bangalore, Land_North Bangalore, Sites_North Bangalore. | Villa_Plot_Devenahalli, Residential_Land_ Devanahalli. | Villa_Plot_Yelahanka, Residential_Land_ Yelahanka. | Invest_Devanahalli, Invest_Yelahanka, Invest_North Bangalore, Invest_Generic. |
---------------------------------------------------------------------Keywords--------------------------------------------------------------------- | ||||||
flats of Jain Heights, flats in Rain forest | Plots in Devanahalli, Land in Devanahalli | Plots in Yelahanka, Land in Yelahanka | Plots in North Bangalore, Land in North Bangalore | Villa in Devanahalli, Residential land in Devanahalli | Villa in Yelahanka, Residential land in Yelahanka | Investment property, Land investment in Yelahanka. |
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How Are We Targeting Them
Display Network
Income Level:
High
(INR 13 Lakh p.a)
Age: 27+
Male, Female
Status:
Upper class
Targeted Topics:
Housing, Luxury Housing
Devices - Mobile, Desktop.
To be used for remarketing purposes however on the basis of performance and budget we might use the same for awareness basis mentioned targeting.
Locations
Bangalore- Yelahanka , Devanahalli
Based on location of Project rainforest
Nearby areas as there is more awareness
Interests
Luxury living, housing, Real Estate
Age
27 +
Gender- Male, Female
Investment
Second Home, Investment Property
Remarketing people who visited website in last 30 days. {Ad format- Carousel}
Gmail Ads
To be used for Remarketing Purposes.
Also To be used for Remarketing Purposes.
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Sample Ads
Search Network
Gmail Ads
Display - Remarketing
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Overall Spend will be bifurcated as per the mentioned graph.
Timeline: Campaign will go Live on 12th Jan’19 and will be reworked constantly for maximum optimization.
KPI Metrics & Budget Allocation
Campaign | Week 1 | Week 2 | Week 3 | Week 4 |
Search Network | 60% | 55% | 55% | 50% |
Display Remarketing Campaigns | 0% | 0% | 10% | 10% |
Gmail Ads | 0% | 0% | 5% | 10% |
Social Media - Facebook | 25% | 30% | 20% | 20% |
Quora | 15% | 15% | 10% | 10% |
Weekly Total (INR) | 4,000 | 5,000 | 6,000 | 5,000 |
*Note: 1 INR = US$ 0.014
Google Analytics Data:
KPI Metrics | |
Impressions | 7000 |
Clicks | 300 |
CTR | 4% |
Leads | 10 |
Considering Jain Heights deal in high value properties the scope of generating leads is very difficult however the return on investment for the same is very high, due to which our entire strategy will focus upon getting relevant leads for the client.