The brief required us to position a new venture, PropMall, as a one-stop shop for builders and potential home buyers to generate sustained, genuine and quality real estate leads. The targeted income groups were to include middle to high-income groups and HNIs. PropMall through its standalone, networked kiosks and presentations provides services that facilitate site visits, securing home loans and documentation work with a guarantee to the buyers on the quality of the builders and assured delivery timelines.
A typical first-time buyer or a seasoned buyer often takes over a month or two to finalize and close on a purchase. A builder takes a similar timeline or more to secure quality leads, footfalls and site visits. While at PropMall, getting to know various options available in the market and completing a purchase is a matter of minutes. We capitalized on the fact that making a lifetime decision in a matter of minutes in a stress-free, non-aggressive and people friendly sales environment was now possible at PropMall. We introduced concepts of making real estate decisions was now as easy as purchasing groceries at a mall or making them over a cup of coffee.
The means of communication deployed were social media campaigns, OOH campaigns and scattered ATL activity with single press releases. This was done using multiple expositions over the weekends targeting various interest groups such as NRIs, Luxury homebuyers, First-time homebuyers.
Within the first month of PropMall’s launch, 5 properties averaging 80 lacs each were sold. Over 1.5 lac unique users across south Chennai were reached with 700 unique leads generated. Over 300 footfalls at the venue for various expositions were achieved.