2. Flow of the case study
• Company profile
• Industry category
• Problem statement
• Challenges
• Solution
• Success KPIs
• Client testimonials
3. 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!
4. 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
5. 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
6. 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
7. 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
8. 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
