In a competitive real estate market where conventional marketing usually fails, Brigade Group, India’s top real estate developer,
broke the digital code to drive high-quality global leads even amidst the pandemic
Their data-led strategy and strong digital marketing mix assisted them in scaling lead generation in GCC, US, and SEA markets and contained costs
In this blog, we’ll explore how Brigade Group Real estate lead generation campaign used strategic content,
platform testing, and audience targeting to drive 4x lead growth, and what lessons your business can take from their success
The Objective Global Reach with High Quality Real Estate Leads
Brigade Group had a clear vision:
Qualify leads from Non-Resident Indian (NRI) audiences in GCC (Gulf Cooperation Council), the US, and Southeast Asia (SEA) for their Indian residential projects
The challenge?
- Having a low Cost Per Lead (CPL) in high-cost markets
- Guaranteeing that the leads were actually interested and qualified
- Confronting pandemic driven economic uncertainty
In spite of these challenges, Brigade accomplished a 4x lead generation with a 40% qualification rate, all while keeping the CPL below ₹2200
Let’s see how.
The Strategy Targeted Campaigns + Platform Testing + Segmentation
To run a campaign of this magnitude, Brigade Group collaborated with a digital marketing agency and embraced a multi funnel approach involving audience segmentation,
localized landing pages, and platform level A/B testing
Here’s the divide
Segmenting Projects by Buyer Intent
Brigade didn’t take all properties to market with a single message
They built two different segments of buyers
- Buyers of under-construction projects (planners or long-term investors)
- Buyers of ready-to-move-in properties (high-intent, seeking possession soon)
This enabled customized messaging and individual landing pages that aligned with user intent significantly improved lead quality
Developing Custom Landing Pages
Every landing page was created with:
- Localized messaging (particularly for NRIs)
- High-strength CTAs (Book Now, Schedule a Call, Virtual Tour)
- Project information (pricing, floor plans, RERA status)
- Lead forms optimized for mobile
The landing pages served as conversion magnets providing project information and capturing leads effectively
The Execution Ads That Fit Buyer Journey
The success of the Real estate lead generation campaign depended on experimentation with several digital platforms and understanding where their audience responded most positively.
Ad Platforms Used
- Google Search Ads Targeted high-intent terms such as “buy flats in Bangalore from UAE” or “Brigade ready to move homes“
- Facebook & Instagram Ads Applied in interest-based targeting, retargeting, and remarketing to users who have visited landing pages
- Taboola & Outbrain (Native Ads) To reach NRI readers on Indian business and news websites These sites enabled non-intrusive placement on websites read by the diaspora regularly
Learning All platforms played a part. Google Search captured intent. Facebook generated awareness. Native Ads extended reach
The Results 4x Leads, 40% Qualification & CPL Under ₹2200
In spite of running in times of uncertainty, the campaign achieved real ROI:
- 4 times rise in overall lead generation
- 40% lead qualification rate (authenticated by internal sales team)
- Cost per lead remained below ₹2200 even for high-cost markets such as the US
Not only did it increase inquiries and virtual site visits,
but also actual bookings which reflected high funnel movement from click to conversion
Key Success Factors of the Campaign
Let’s look at how this Real estate lead generation campaign was so successful,
and how other real estate or service companies can replicate the same strategy.
Intent-Based Landing Pages = Better Leads
Generic landing pages tend to lose their relevance.
Brigade constructed unique landing pages by buyer readiness stage, enhancing
- Bounce rate
- Lead form conversion
- Sales follow-up efficiency
Multi-Platform Optimization
Experimenting across multiple platforms allowed the team to diversify risk and scale the best stuff.
Native ads, while historically viewed as awareness vehicles, performed well on lead capture here
Real-Time A/B Testing
Headlines, CTA buttons, lead form length everything was A/B tested.
These micro optimizations kept a high conversion rate on ad spend
How Can This Strategy Help Your Real Estate Business?
Whether you are a developer, agent or marketer in real estate,
here’s how you can leverage these insights:
- Segment your audience by lifecycle (ready-to-buy vs investor)
- Utilize geo-targeted advertising for GCC, US, and SEA if you are targeting NRIs
- Invest in professional landing pages — do not depend on social media alone or generic websites
- Utilize native channels such as Taboola or Outbrain to reach premium users
- Keep CPL tracking live and optimize weekly
Bonus Tip NRI Buyers Adore Virtual Tours
During the Real estate lead generation campaign, Brigade also provided virtual tours and live video calls. This is now an essential tool in NRI property sales
Even post-pandemic, remote purchasing is the new norm, and providing online walk throughs or AR visits can double your lead conversion potential
Conclusion
Brigade Group’s Real estate lead generation campaign illustrates how old sectors such as real estate can
strategically utilize online marketing to tap global demand even at times of global turmoil.
With focused content, multi-channel promotion,
and constant optimization, they increased lead generation 4x while ensuring robust lead quality,
a real estate marketing achievement which is truly impressive
If you’re in real estate or any B2C business, this campaign highlights
how digital-first thinking + data-driven execution can directly impact your bottom line
