Propbuying is a forward think real estate agency in Pune. Where they believe in simplifying the property buying process, tied up with more than 50 premium builders across Pune. Propbuying is known as the best real estate agency in Pune. Being at the forefront of innovation and technology Propbuying uses integrated digital marketing to promote its brand and acquire customers online.
Case details
Client name:
Udayan Mane
Location:
Pune
Started
April’15
Completed:
Till Date
Category:
Affiliate Marketing Case Study
Company Profile:
- Propbuying and Digital Skills set the following objectives for the affiliate programme launch:
- Increase brand reach in a industry that is traditionally driven by offline model
- To choose and tie-up with appropriate affiliate partners
- Acquire 50% new customers MoM in order to strengthen their consumer base
- Acquire a minimum Cost of acquisition of 7% for online customers
- The campaign restricted only to Pune
- The Market Place already crowded with the lot of affiliate players
- The cost of the inventory was were high
- Set filters to weed out the unqualified leads
The Strategy :
- To choose publishers who have location specific database
- To design a payout plan that will be based on a performance i.e higher payout for higher sales
- Various qualifying criteria decided to validated the customers
The Execution:
- Created Brand awareness
- Acquired new customers through proper recruitment of the affiliates
- Tracked the performance of the affiliates through affiliate marketing software
- Set proper qualification criteria for the leads
- As a result of the affiliate partnership, Propbuying experienced a year on year growth of 25% on property booking within the affiliate channel. On top of that, traffic numbers gained momentum, allowing the business to strengthen their overall conversion rate and exceed the minimum conversion rate of 7%.
- In terms of ROI, 2016 was significantly better than the previous year, average order value increased by 15%, also the total number of sales went up by 32%.
- All of that work led by Digital Skills and affiliate networks helped in achieving the goal of increasing the reach in a market which is traditionally an offline model.
What client say
Digital Skills executed the affiliate campaign in the most efficient way optimizing the campaign at all levels from creating the creatives to developing the landing page and ensuring the leads are captured in the right way, they negotiated very well with the affiliate networks and managed to get the cost of customer acquisition well within the set target
Udayan Mane
CEO Propbuying Realtors Pvt Ltd Pune