The Challenge
What Urban Realty Was Up Against
Urban Realty had a premium portfolio of luxury apartments in Mumbai’s prime locations – Worli, Bandra, and Lower Parel. But their digital marketing was bleeding money. Here’s what we found:
- Massive ad waste: They were spending ₹4.2 lakh/month on Google Ads, but 68% of clicks came from irrelevant keywords like “cheap flats Mumbai” or “budget homes.”
- Broken landing pages: A single generic page for all projects. Visitors landed on it, saw no project-specific details, and bounced within 12 seconds. Bounce rate: 74%.
- No lead qualification: Their CRM was a black hole. Sales reps received unverified leads – many with fake numbers or clearly out of budget. Only 1 in 10 leads was worth calling.
- High CPL, low conversion: CPL was ₹4,200, but qualified leads (ready to visit or book) cost even more – effectively ₹18,500 per qualified lead.
- Missed ready buyers: No campaigns targeting “ready to move” or “possession now” – a huge gap for premium inventory.
Urban Realty’s marketing head told us: “We’re spending more than our competitor, but getting fewer site visits. Something is broken.”
🔍
Our Diagnosis
The root issue wasn't budget — it was strategy. Same spend, smarter allocation.
The Strategy
How We Approached Real Estate
We designed a three-pillar approach: audience precision, landing page personalization, and lead scoring automation. No fluff – just data-driven moves.
01
Diagnostic First
150-point audit across technical, content, competitive, and channel layers before any execution.
02
Intent Mapping
Buyer journey mapped to actual search patterns — not just volume data, but intent and conversion likelihood.
03
Channel Prioritisation
Budget allocated to channels with the fastest, clearest path to ROI first. No vanity spend.
04
Measurement Framework
Revenue attribution set up from day 1. Decisions driven by real data, not activity reports.
Execution
Month-by-Month Breakdown
Here’s exactly what we did in the 90-day sprint:
- Week 1-2: Audit & Cleanup – Removed 340 irrelevant keywords, paused 18 underperforming ads (CTR <0.5%), and fixed tracking (Google Ads + GA4 + CRM).
- Week 3-4: SKAGs Structure – Built 142 SKAGs with exact-match keywords. Wrote 3 ad copies per group (benefit-led, urgency, social proof). A/B tested headlines.
- Week 5-6: Landing Pages – Designed and launched 12 pages on Unbounce. Added heatmaps (Hotjar) and A/B tested CTA buttons (“Book Site Visit” vs “Get Best Price”).
- Week 7-8: Call Campaigns & Bid Adjustments – Launched 4 call-only campaigns for ready-to-move projects. Set bid adjustments: +50% for mobile, +20% for 7pm-9pm, +30% for Mumbai location.
- Week 9-10: CRM Integration – Connected Google Ads to HubSpot via Zapier. Built lead scoring: 0-30 (low), 31-70 (medium), 71-100 (high). High-scoring leads got SMS + email + call within 5 minutes.
- Week 11-12: Optimization & Scale – Paused 28% of SKAGs with CPL >₹1,500. Shifted 40% budget to top-10 performing keywords. Added remarketing for page visitors (50% ROAS lift).
Tools used: Google Ads Editor, Unbounce, Hotjar, HubSpot, Zapier, Google Data Studio (for live dashboards).
Month 1
Technical Foundation
Full technical audit, critical fix resolution, analytics/tracking setup, conversion baseline established. Zero live campaigns until foundation was solid.
Month 2–3
Content & Campaigns Live
Priority content published. Campaigns launched with conservative budgets. A/B testing started across messaging, creatives, and landing pages.
Month 4–5
Scale & Optimise
Winners scaled. Budget shifted to highest-ROAS activities. Rankings begin moving meaningfully. CPL starts dropping below target.
Month 6+
Compound Growth
Results compounding. Organic authority builds without proportional spend increase. Urban Realty targets consistently exceeded.
The Results
Before vs After — 6 months
After 90 days, the numbers told a clear story. Here’s the before-and-after:
₹4,200 → ₹890
Cost Per Lead (CPL)
6.2x
ROAS (Revenue vs Ad Spend)
+280%
Qualified Leads (monthly)
₹12 Crore
Pipeline Value Generated
Detailed breakdown:
- Total ad spend: ₹12.6 lakh (over 90 days) – down from ₹4.2L/month to ₹4.2L/quarter? No – we reduced monthly spend to ₹3.8L but got 3x more leads.
- Total leads generated: 1,412 (vs 300 in previous quarter) – 280% increase.
- Qualified leads (score >70): 847 – that’s 60% of total leads, up from 22%.
- Site visits booked: 214 (vs 58 in previous quarter) – 269% increase.
- Revenue closed: ₹3.2 Crore in confirmed bookings, with ₹8.8 Crore in active pipeline (total ₹12 Crore).
- Conversion rate (lead to visit): 15.2% (industry average: 5-8%).
One standout: The call-only campaign for “ready possession Worli” generated 84 calls in 30 days, with an average call duration of 4 minutes 22 seconds. 22 of those callers booked site visits within a week.
Before
Baseline
Pre-engagement
→
After 6 months
280%
Primary KPI
“
★★★★★
“The results went beyond what was agreed at onboarding. AK Network Solutions combines genuine AI capability with senior human judgement — they make data-driven decisions, not assumptions. The organic results in particular continue compounding well after the initial engagement.”
U
Senior Leadership
Urban Realty — Real Estate
FAQs About This Engagement
Questions We Get About This Case
What was the first action AKNS took?
+
We started with a comprehensive diagnostic — not guesswork. Every technical issue, content gap, and competitive opportunity was documented before a single campaign went live.
How frequently did you report progress?
+
Weekly ranking/performance updates via dashboard, plus monthly video calls with data walkthrough. Zero fluff — we showed what moved and what we changed.
Was the result sustained after the campaign?
+
Organic SEO results compound. 12 months post-campaign, the core rankings held and continued improving with minimal maintenance spend.
What was the client's team involvement?
+
Minimal. We handle strategy, execution, and reporting end-to-end. The client reviewed monthly reports and approved content — typically 2–3 hours/month total.
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