How Tata Housing Used Facebook Marketing to sold 250 homes

Sneak Peak:

Read this case study to know how an Indian property developer sold 250 homes in just 4 days by making use of the visual ad formats on Facebook and giving people an immersive look at its Goa property.    Company: Tata Housing Industry:  Real Estate Tool Used: Facebook Marketing Result: ­ 250 homes sold in just 4 days/ 10 times more return on ad spend Business Type: B2B/ B2C

The revenue model

Based in India, Tata Housing is renowned for developing residential properties celebrated for their quality design and finishing. Committed to innovation, the company markets and sells its properties both online & offline.

The vision: Becoming the trendsetter

Tata Housing recently launched a new development in Goa. As an industry innovator, it wanted to be the first property developer in India to sell homes entirely on Facebook, without any print or TV ads.

The objective: Words by Pawan Sarda, Head Marketing, Tata Value Homes

“Buying a home is such a personal decision, so we used Facebook to help people get to know the property. With such a huge reach in India, Facebook was the obvious choice for our launch.”

Identifying with its audience

In collaboration with its agency FCB Ulka, Tata Housing created a sense of urgency by setting up a 4-day booking window allowing the potential buyers to buy a home during it. After which an assortment of ads were used for driving interest before and during the booking window. The team made use of video ads for presenting the viewers with a taste of life in beautiful Goa in a 30-second tour, since the beginning of the campaign counting down to booking day. Video ads were also used by the housing developer to share animated GIFs of Goa scenes as well as link ads that directed the people to the property page along with the carousel ads for displaying Goa’s most striking scenery in a single ad.

Products used:

• Adverts
• Video
• Carousel
• Desktop News Feed
• Mobile News Feed
• Core Targeting
• Conversion Tracking
• Custom Audiences
• Goals
• Drive Online Sales

Creating the buzz

Tata Housing was not only able to connect & engage but generated massive interest among its audience by allowing them picture themselves living in its new Goa development.

Highlights of this highly targeted campaign that ran from August 14–October 10, 2015:

• 250 homes sold during the 4-day booking period
• 14,000 leads from Facebook
• 30% lower cost per lead than previous campaigns
• 10 times return on ad spend
• 60% lower cost per sale than previous campaigns

Words by Pawan Sarda, Head Marketing, Tata Value Homes

“Being pioneers of online home selling, we wanted to create a differentiated story to sell our newly launched project in Goa. Research suggested a strong affinity for Goa on Facebook, so we decided to launch our homes exclusively on Facebook. We used Custom Audiences and Lookalike Audiences to reach the right customer, quickly going past our target.”