The Power of Experience: Durga Petals’ customer-centric approach

A journey of smart marketing and sales strategies that led to $40 million in revenue.

About

Durga Projects and Infrastructure Private Limited is a Bangalore-based real estate developer with over a decade of experience in the construction industry. The company is known for its high-quality residential and commercial projects that meet the rising demand for urban living. Durga Petals, the company’s flagship project, is located in East Bangalore and represents its largest and most ambitious development to date. The project targets professionals seeking modern, luxury living in one of the city’s most sought-after locations.

Problem Statement

The company faced a challenge in positioning itself as a premium brand in a highly competitive real estate market. While it aimed to price the units at the level of category A builders, consumer perception aligned more with category B or C builders. The task was to change this perception and establish Durga Petals as a premium project while ensuring the entire customer journey from discovery to closure was effectively managed.

Business Drivers

  • Position as a premium offering: Establish Durga Petals as a top-tier project in East Bangalore, aligning it with the premium market.
  • Increase brand visibility: Strengthen both online and offline presence to attract the right audience and increase engagement.
  • Drive customer engagement: Create memorable experiences and touchpoints to drive loyalty and word-of-mouth referrals.
  • Optimize sales efficiency: Improve the sales process and reduce the cost per sale through targeted strategies and technological solutions.

Challenges

  • Brand perception gap: Positioning Durga Petals as a premium offering was difficult, as consumer perception aligned more with category B or C builders.
  • Audience engagement: Difficulty in reaching the target audience through traditional marketing channels, leading to low interaction both online and offline.
  • Inconsistent digital presence: Lack of a cohesive digital strategy and limited branding activities online hampered visibility and awareness.
  • High cost per sale: Sales costs were relatively high, requiring a more efficient and optimized process to increase conversions.

Solutions

  • Brand discovery and identity: Developed a strong brand identity with a visual and content strategy that resonated with the target audience. The brand identity aimed to position Durga Petals as a luxury offering. A mascot was introduced to create an emotional connection with the audience.
  • Petals Experience Center: Conceptualized and managed the 12,000 sq. ft. Petals Experience Center instead of a traditional sales office.
  • Sales enablement and team development: Managed the complete hiring process and trained the sales team on customer engagement and project pitching. A robust training program was implemented to ensure effective customer interactions.
  • Marketing and campaign strategy: Crafted a comprehensive strategy that included both online and offline marketing, with a focus on increasing site visits. Social media campaigns, email marketing, SEO-optimized blogs, and traditional media ads were designed to target the right audience.
  • Event marketing and outreach: Hosted multiple events, including celebrity-endorsed activities and real estate expos, to engage with potential customers and generate leads.
  • Technology integration: Implemented a CRM system, virtual walkthroughs, and chatbots to improve customer experience and streamline the sales process. These tools enhanced the lead management process and allowed for more efficient customer interactions.
  • Post-sales support: Provided seamless post-purchase assistance to customers through dedicated teams handling inquiries, payments, and record-keeping. 150+ registrations were achieved within 60 days, with efficient follow-up and cash flow management.

Outcomes

  • Increased revenue: Generated $40 million in sales, successfully positioning Durga Petals as a premium project in East Bangalore.
  • Brand visibility: Expanded digital reach by over 3 million users and engaged them through various digital platforms.
  • Optimized sales process: Reduced the cost of sales to 1.8%, significantly improving sales efficiency.
  • Customer engagement: Achieved 300K+ active engagements across social media platforms, creating a loyal customer base.
  • Lead generation success: Secured 150+ registrations in just 60 days, with improved conversion rates and a shorter sales cycle.

Summary

This case study highlights how Zamstars successfully repositioned Durga Petals as a premium real estate offering through a comprehensive marketing, sales, and technology-driven approach. By prioritizing brand discovery, sales enablement, and innovative digital marketing, Durga Petals significantly boosted its visibility and achieved remarkable sales growth. This success story demonstrates the power of integrated marketing in driving real estate growth.

Industry

Real Estate

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