Real estate, Mumbai
Digital marketing for Mumbai builders, judged on site visits
Property is high value, slow to decide and ruthlessly local. The only number worth reporting is booked site visits and what each one cost — everything above that is vanity.
The funnel
Four channels, four jobs, one calendar
Property marketing fails when the channels are bought separately and nobody owns the gap between an enquiry and a visit.
Paid media
Fills the enquiry form. Geo-targeted tightly, because somebody in Thane is not buying in Andheri, and broad targeting is how property budgets disappear.
Social
Gives the project a face. Construction progress, the view from the eleventh floor, the sample flat. This is what a buyer scrolls before deciding to visit.
PR
Credibility, which matters more here than almost anywhere. People hand over very large sums; third-party coverage reassures in a way your own brochure cannot.
Search
Catches the buyer already looking. Project name, locality plus configuration, and the comparison searches people run late at night.
The real problem
Most property leads are not lost in marketing
They are lost between the form and the phone call, and no amount of extra spend fixes that.
Where visits are lost
- Nobody calls the enquiry for six hours
- The caller cannot answer price or possession questions
- No follow-up after the first unanswered call
- Leads sitting in a spreadsheet nobody owns
- Weekend enquiries called on Monday
What we insist on
- Enquiries reaching your team within minutes
- Agreed qualifying questions before the visit is offered
- A follow-up sequence, not one attempt
- Reporting on visits booked, not forms filled
We will say plainly if the problem is response time rather than lead volume. Spending more to generate leads nobody calls back is the most expensive mistake in property marketing.
Compliance
RERA, and what can be said
Property advertising in Maharashtra is regulated, and the obligation sits with the promoter, not the agency.
Registration details
The RERA number and the website carried on advertisements as required. We build this into the creative rather than adding it afterwards.
Claims
Carpet area, amenities and possession described as approved. No renders presented as photographs and no amenities shown that are not sanctioned.
Approvals
Creative routed past your legal or compliance contact before it runs. Slower by a day, and considerably cheaper than a withdrawal.
FAQs
Real estate marketing: common questions
What does a site visit cost to generate?
It varies enormously by configuration, locality and price band, so anyone quoting a figure without seeing your project is guessing. What we can do is work it out from your own numbers within the first two months, then manage the budget against that rather than against cost per lead.
Should we market a project before launch?
Yes, and it is usually underdone. Pre-launch interest costs far less to gather than launch-week attention, and it tells you whether the pricing is right while there is still time to adjust.
Do portal listings replace this?
No, they sit alongside it. Portals reach people already searching and charge accordingly. Your own channels build recognition before the search starts, which is what makes the portal lead cheaper when it arrives.
Which languages should property ads run in?
For most Mumbai projects, Hindi and Marathi alongside English. The buyer who is most ready is often not the one most comfortable reading an English brochure.
How do you handle broker and channel partner leads?
Separately, with their own tracking, or the direct numbers become meaningless. Mixing channel partner leads into a digital report is how builders conclude that digital is not working.
Can you work with our existing CRM?
Usually. The important thing is that enquiries arrive somewhere owned and time-stamped, not in an inbox. If there is no CRM, a simple shared sheet with ownership beats an expensive system nobody updates.
Tell us the project and the price band
And how quickly your team calls a new enquiry. That second answer usually matters more.