360 degree digital. 60 days. For Indya Estates, Bengaluru

Six Inches rebuilds website user experience, improves digital discovery, enhances online reputation and scales up the social response for the brand

About Indya Estates:

Indya Estates is a leading developer in affordable housing in Bengaluru. With 5.5 mn sq ft under construction and approval, the brand has a customer base of 5000 across north and south Bengaluru. Flagship projects include The Greens at Anekal and The SkyView at Devanahalli.

The Need :
Over the years Indya Estates has been using traditional media such as print, outdoor and radio for their corporate and projects promotions. Digitally the brand was lagging behind. High bounce rates on a non responsive web platform, poor brand discovery on search and lack of community on social media were key challenges for the brand. Competition was aggressive on digital front and Indya Estates was losing quality customers due to lack of focus on the digital media. Indya Estates felt the need of adopting digital assets building and they wanted to build this at top speed.

ClientIndya EstatesServicesDigitalYearJune - 2017

“We were in process of launching new project campaigns and we wanted to secure our digital presence. We were looking an aggressive partner with reliable teams and track record to deliver as per our timelines. I am glad that we chose Six Inches for this assignment. Their digital knowhow, 360 Degree Digital planning and execution was impeccable. The ideas they brought on table were not only creative but also business related that helped in improving our processes to a great extent. We have given our digital mandate in their hands and highly recommend Six Inches for large projects”
Mansoor Ahmed Khan, VP Marketing, Indya Estates.

Execution :-
Our challenge was 60 days delivery and hence an agile method was developed for the success of this campaign. Multiple teams were allocated for the execution across Website rebuild, Social strategy and execution, Online reputation planning, SEO and SEM campaigns, blogs and overall content planning for the brand.

Website was rebuild for easy navigation and access to the most relevant pages a user may want to see. Homepage focused on the credentials building messages of the developer followed by projects. Testimonials from current buyers were brought upfront which was missing in the past website. A complete responsive platform with easy to connect via online chat and call back options were placed. Buyers were also keen to see project status and we created specific pages to show buyers how their investment was progressing in terms of project progress and the same was updated real time.

Content was refurbished across the site for better listing on search engines. A blog strategy was devised and series of blogs were created to attract users looking for specific help on keywords related to property investments or the best locations or new tax reforms in the real estate sector.

Social Media brought the current buyers to Indya Estate page and also targeted new audience via organic and paid campaigns. A strong content strategy was placed here by interesting campaigns like Did You Know series highlighting architectural wonders of the world, engaging users via contest campaigns, updating project progress and festive wishes. A series of videos were planned for YouTube channel focusing on Project reviews, Customers Reviews, Tax Reforms for Real Estate – delivering good listing of Indya Estates on the video platform.

SEO and Online Reputation Management When it comes to Real Estate, reputation is everything. We claimed the google business page for the brand which was missing. We encouraged buyers to rate and review the brand on google. Basics like meta tags descriptions, site map were fixed and site was submitted across directories. Blogs were submitted to relevant sites for improve back lines. A thorough scan across web was done to check user sentiments for the brand and were addressed. Real time ORM is now in place for the brand and any query is now responded with a TAT of 2 hours.

SEM An ongoing adwords and display campaign strategy was created across organics and inorganic keywords used by consumer for the brand and the category. Various creative banners were made to follow the users across the web via remarketing and bringing them to the landing pages of projects and customer reviews.

E-mail With a strong database in hand and more users being added everyday via blogs and inbound, series of email campaigns were created to update people on the projects progress or learn more on the projects campaign. Clean designs and relevant copy were created to attract more openings on the campaigns.

Results

We were able to achieve key milestones set in the given timelines.

  • Website load speed improved from 45 seconds to 4 Seconds
  • Reduce in bounce rate on website from 55% to 40%
  • Online and Social queries TAT improved by 92% from 72 hours to 12 Hours
  • Search engine results improved with organic keywords listings
  • Leads quality improved with effective SEM campaign and landing pages