IJM First City – 94% CPL Drop & 10x Leads in Just 30 Days
Problem Statement:
Despite heavy Ad spends there were hardly any leads for the project.
- High Cost Per Lead
Touched nearly Rs. 4000/lead for a campaign.
- Average CPL Rs. 1700
- Low no. of connected calls.
- Thus resulting in less site visits and thus lesser conversions.
Our Observations:
- Unique Positioning: A distinct narrative highlighting First City’s value over competitors has to be done.
- Enhanced Branding: Consistent visual identity and premium design language
- Siloed Campaigns: Separate content journeys for end-users and investors
- Retargeting Funnel: Using a 3–5–7 day strategy for smart recall
- Unified Messaging: Across all brochures, landing pages, ads, and social media
- Video-Led Content: Higher impact than static creatives
- Influencer Collaboration: Leverage local and niche influencers for trust and visibility
Results:
What We Did (Within One Month)
1. Campaign Overhaul
- Rebuilt Google & Meta ads from scratch with focused messaging
- Introduced tailored creative themes for different buyer segments (young families, investors, professionals)
- Added A/B tested landing pages & integrated WhatsApp for instant response
2. Funnel Engineering
- Implemented lead filters to eliminate junk leads
- Connected CRM + WhatsApp API to sales team for instant coordination
- Designed pre-visit automation to improve appointment confirmations
3. Creative-Led Social Media Activation
- Highlighted project USPs: floor height, amenities, MIHAN location advantage
- Ran Reels, carousels, and offer-based awareness campaigns in parallel
| Metric | Before | After | % Change |
|---|---|---|---|
| Avg. CPL | ₹1,700 | ₹100 | ↓ 94% reduction |
| Leads/Day | 2 | 15–20 | ↑ 750–900% increase |
| Site Visits/Week | 2–3 | 7–8 | ↑ ~200% increase |
PROJECT SUMMARY
Client:
IJM First City
Industry:
Real Estate
Positioning:
Premium Township Project
Project Status:
Ongoing