Overview

A commercial real estate project operating in a Tier 2 city partnered with us to generate enquiries for a high ticket asset. Unlike residential projects, commercial real estate requires buyers with clear investment intent, financial readiness, and location relevance.

This was not a volume driven lead generation exercise. The priority was to generate sales ready conversations.

Context and Sensitivity

Commercial real estate campaigns often fail when broad targeting is used. High lead volumes may look healthy on dashboards, but sales teams are left filtering out buyers who lack budget, intent, or decision making authority.

In Tier 2 markets, this challenge is amplified by mixed buyer profiles and speculative interest. The campaign needed to prioritise quality over reach.

Objective

The objective was to generate leads with strong commercial intent and ensure that a significant proportion of enquiries qualified as sales ready, allowing the sales team to focus on meaningful conversations rather than screening calls.

Strategy and Execution

We designed the Meta setup to function as a qualification engine, not a traffic funnel.

Targeting was narrowed aggressively to specific catchment areas relevant to the project. Intent layers were added to filter users based on commercial interest rather than generic real estate behaviour.

Creative messaging was direct and information led, avoiding aspirational language that attracts curiosity driven clicks. The communication clearly signalled that the offering was a commercial investment, not a casual enquiry.

Lead forms were structured to capture signals that allowed early qualification, ensuring that leads entering the CRM had a higher probability of conversion.

Channels and Funnel

Channels Managed

• Meta Ads

Funnel Focus

• High intent lead generation

• Lead qualification and SQL delivery

Results

With a monthly ad spend of approximately ₹2 lakhs, the campaign delivered a 77 percent sales qualified lead rate.

This meant that the majority of enquiries met the basic commercial criteria and could be actively pursued by the sales team. The outcome significantly reduced wasted follow ups and improved sales efficiency.

In a high ticket category, this level of qualification was a strong performance indicator.