Social Media AdsReal estateSep 2024 – Feb 2026
Om Sai Developer
Meta ads for a Chembur housing developer
A Chembur developer needed enquiries from people interested in its project, not Chembur property in general. We changed its Meta ads to focus on the project’s lifestyle.
- Client
- Om Sai Developer, Chembur, Mumbai
- Industry
- Real estate (residential)
- Service
- Social Media Ads
- Period
- Sep 2024 – Feb 2026
The problem
The challenge was relevance, not volume
Om Sai Developer needed to sell its available 2 and 3 BHK apartments in Chembur, Mumbai, against a very specific buyer brief.
A much smaller market than Chembur as a whole: The developer’s buyer brief, and the project’s lifestyle positioning, significantly narrowed the potential audience compared with the wider Chembur property market.
More enquiries alone would not solve it: The task was not simply to generate more property enquiries. It was to find relevant prospective buyers within a much smaller audience.
Broad marketing could miss the right buyers: Broad real-estate marketing could generate plenty of enquiries without necessarily reaching the people the developer was looking for.
The risk: wasted spend and sales time: That could mean wasted marketing spend, irrelevant enquiries, and a sales team spending its time on prospects who were unlikely to move forward.
What we did
Make the ads about the project’s lifestyle, not just the property
Our insight: the biggest challenge was not a lack of potential homebuyers in Chembur, but reaching the right people within a very narrow buyer profile.
Relevance over reach: Broad real-estate advertising would have reached a much larger audience, many of whom would not have matched the developer’s requirements. So we focused the campaign on finding relevant prospective buyers while keeping wasted reach and irrelevant enquiries as low as possible.
Lifestyle-led creative instead of broad property ads: We changed the Meta campaign from broad property advertising to creative and messaging that reflected the lifestyle the project wanted to represent.
A more focused message: The creative and messaging were built around the project and its lifestyle positioning, which gave the campaign a more focused message than broad property advertising.
The impact
Lower cost per lead and more qualified leads
The reported before-and-after figures show a lower cost per lead and more qualified leads.
Reported figures and documented outcomes
Reported figure
₹2,786 to ₹271
cost per lead, a 90.27% reduction. Reported before-and-after comparison.
11 to 34
qualified leads, a 209.1% increase. Reported before-and-after comparison.
Documented outcome
More time with relevant prospective buyers
the sales team could spend less time filtering through enquiries that were unlikely to move forward.
Relevance, not just volume: Instead of attracting a large number of general property enquiries, the campaign brought in more qualified prospects who connected with the project’s lifestyle positioning.
More qualified leads, at a lower cost per lead: The developer was getting more qualified leads while the cost of generating each lead fell.
Campaign-wide totals, 12 September 2024 to 28 February 2026
These totals cover the whole campaign. They are not part of the before-and-after comparisons above.
₹9,86,584.17: advertising spend.
2,033: total reported leads.
₹485.28: average cost per lead across the campaign.
In the client’s words
MappedSkills did our social media campaign for a real estate project in Chembur, Mumbai. We are very happy with the service and got a very good response. Our targets were fulfilled before time, thanks to MappedSkills and Amit ji. We would always prefer them for our future endeavours. Thanks to MappedSkills for the wonderful and professional service, and all the best.
Social Media Ads · Case study
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