In a period when the pandemic changed the way people do business, Prestige Construction, a top real estate developer in India, responded quickly to shifting consumer patterns.
Their “Keys Offer” campaign was more than a realty promotion
it was a digitally innovative customer experience, implemented with precision by Social Beat, one of India’s top digital marketing firms
This blog goes in depth into the objective, Prestige digital marketing strategy, execution, and major outcomes of the Prestige “Keys Offer” campaign and how it turned into a case study for real estate marketing in a post pandemic scenario
Objective Reimagining Property Buying in a Digital Era
When COVID-19 limited physical site visits and personal interactions,
Prestige Construction was confronted with a challenge on how to facilitate property sales without physical interaction
The brand’s prime objectives were
- Market the “Keys Offer” — an online property exhibition with special offers
- Target high-intent groups online and generate top of mind awareness in leading cities
- Drive interactions and build search volume for the brand
- Keep in front of consumers and their trust in a market with high volatility
This necessitated high visibility, high targeted marketing,
and Prestige approached Social Beat to develop a solution
Strategy A Multi-Layered Digital Strategy with DV360
To push maximum awareness and lead generation, Social Beat adopted a high impact digital media approach
leveraging DV360 (Display & Video 360) Google’s enterprise ad tech solution.
Roadblocks across Premium Portals
Over 60% of the budget was committed to roadblocks and high impact display banners on India’s highest trusted news portals
This made Prestige’s message come through only and in full view to site users, building recall at scale.
Data-Driven Audience Targeting
Accuracy targeting was accomplished with
- Custom affinity audiences based on property browsing history
- Geo-targeting in cities where there are active Prestige projects
- Demographic filters (age, income bracket, occupation)
This segmenting of layers ensured ads showed up for users actively interested in buying property
Advanced Performance Tracking
The campaign wasn’t about impressions alone it was about impact
Social Beat included floodlight tags for post-click reporting
These tags monitored
- Click-through behavior
- Time spent on the property pages
- Submission of the inquiry forms
Engagement with the “Keys Offer” features
With this insight, the team could optimize ad placement and creative formats in real time
Execution Bringing Digital Excellence to Life
After laying the groundwork, the team turned its attention to seamless execution across every digital touchpoint
Visual Creatives
Custom creatives were created for each platform, emphasizing
- Convenience of virtual site visits
- Limited-time incentives
- The safety message of home buying in uncertain times
These creatives took Prestige’s brand tone high end but reliable and translated perfectly across formats (desktop, mobile, app).
Media Planning on DV360
Social Beat utilized DV360’s feature sets to
- Advertise during prime browsing hours
- A/B test creatives for effectiveness
- Support high-frequency bursts over weekends (when the majority of property research happens)
This led to maximum visibility during critical decision making windows
Results Massive Reach Engagement and Conversions
The “Keys Offer” campaign produced exceptional numbers in a short span.
Campaign Highlights
- 28.2 million impressions delivered
- 7.5 million unique users reached
- 77,546 clicks generated
- ₹38 average cost per click (CPC) — highly efficient for premium real estate
- 2x increase in brand search volume on Google
The outcomes didn’t only show up in vanity metrics. They resulted in genuine questions, site traffic, and store visits (where permitted)
demonstrating the might of digital media in spurring offline conversions
Key Takeaways What Brands Can Learn from Prestige
This Prestige digital marketing strategy demonstrates that real estate advertising can succeed online with a strategy.
Here are some important takeaways
Premium Placement = Premium Results
Investing in quality portals such as TOI and ET guarantees brand visibility and trust, particularly for high end products such as homes
Tip: Don’t merely serve banner ads take over the space with roadblocks and homepage takeovers
DV360 Offers Performance + Precision
Thanks to programmatic platforms such as DV360, you get scale, targeting, and optimization all under one umbrella
Tip: Leverage DV360’s floodlight tracking and audience segmentation to target the right users at the right moment
Tag-Based Optimization Is a Gamechanger
Implementing floodlight tags allowed for user behavior to be analyzed at the granular level
allowing the team to optimize time slots, placement, and creatives using actual data
Tip: Get Google Analytics and floodlight tags set up from Day 1.
Awareness Campaigns Should Not Be “Blind”
While this was an awareness campaign for a brand,
it was designed to measure behavior and conversions, so the ROI could be quantifiable.
Tip: Construct end-to-end strategies, even for awareness initiatives
Why Prestige Campaign Is a Game Changer for the Real Estate Sector
When most real estate builders were tightening their purse strings on marketing during the pandemic
Prestige leaned in with clever messaging, leading edge tools, and people centric storytelling.
They realized:
- Individuals were still looking to purchase homes, but they were doing their research differently online
- Virtual tours had to keep up with in-person site visits
- Content + context is the true differentiator in the overcrowded real estate space
Prestige’s “Keys Offer” campaign is a benchmark not only in performance, but in mindset shift
Conclusion
With just a single campaign, Prestige Construction was able to
- Keep its brand top of mind amidst a pandemic
- Gain trust with digitally native homebuyers
- Drive tens of thousands of qualified clicks
- Solidify its position as a progressive real estate innovator
For real estate brands particularly those selling to urban and semi-urban Indian consumers Prestige digital marketing strategy approach provides a winning roadmap.
Whether luxury villas or affordable homes are your next campaign, take note
Right platform + right audience + right measurement = real results
