Real Estate & Farmland5 Months · ₹50 Lakhs+ spend
SBC Earthfullness: Driving High-Ticket Managed Farmland Site Visits & Land Sales in South India
Managed Farmland & Eco-Living Real Estate — High ticket size (₹40L - ₹1.5Cr) requiring high-net-worth individuals (HNIs) and offline weekend site visits.
Scope:Meta HNI TargetingGoogle Search High-Value BiddingWhatsApp Concierge AutomationLead Qualification Protocol
Turnaround Architecture
SBC Earthfullness: Before vs. After (5 Months)
Re-engineered Acquisition Engine
Restructured ad groups into exact-match single themes, deployed instant WhatsApp routing, and instituted weekly creative refreshes.
Weekend Site Visits (Verified)95 / mo+239%lift
Cost Per Site Visit (Verified)₹4,350-48%lift
HNI Lead Qualification Rate (Verified)52%+188%lift
Landing Page CVR (Verified)11.4%+200%lift
Key Systematic Upgrades Implemented:
Placed a clear minimum investment filter ("Plots starting from ₹45 Lakhs") in the ad image overlay, instantly reducing unqualified leads by 72%.
Automated direct WhatsApp delivery of route maps and weather forecast prior to Saturday morning visits.
Verified Proof & Trends
Verified Ad Account Metrics
SBC Earthfullness: Campaign Scaling Proof
Viewing:All Channels (Omnichannel Rollup)(100% Portfolio Budget)
Total Ad Spend₹50 Lakhs+100% Portfolio Budget
Conversions Growth+239%Total Volume Growth
Cost Per Lead (CPL)-48%Blended Cost Efficiency
Attributed ROAS6.2xBlended Portfolio Return
Conversions (Volume)Cost per Acquisition (CPA)
Omnichannel Multi-Touch Attribution Stack31% Vol
89% Cost
M1
49% Vol
71% Cost
M2
70% Vol
54% Cost
M3
84% Vol
44% Cost
M4
93% Vol
39% Cost
M5
100% Vol
35% Cost
M6
The results
| Metric | Before | After | Change |
|---|---|---|---|
| Weekend Site Visits | 28 / mo | 95 / mo | +239% |
| Cost Per Site Visit | ₹8,400 | ₹4,350 | -48% |
| HNI Lead Qualification Rate | 18% | 52% | +188% |
| Landing Page CVR | 3.8% | 11.4% | +200% |
| Closed Property Deals | 4 units | 19 units/mo | +375% |
| Attributed Sales Revenue | ₹3.8 Cr | ₹18.2 Cr | +378% |
What we were up against
- Real estate keyword CPCs on Google were excessively high (₹180 - ₹350 per click).
- High volume of curious leads who lacked the financial capability for luxury managed farmland investments.
- Converting digital leads into 80km+ physical weekend car journeys to visit the project location.
What I owned
- HNI Audience Persona Mapping & Meta Targeting Framework
- Drone & Luxury Video Creative Production Direction
- 2-Step Lead Qualification CRM Routing
- Free Luxury Chauffeur Cab Visit Campaign Experimentation
How I approached each channel
Meta Ads (Instagram & Facebook)
- Showcased cinematic 4K drone visuals highlighting teakwood plantations, clubhouse amenities, and weekend farm life.
- Targeted high-income senior tech leaders, startup founders, doctors, and real estate investors in Bengaluru.
Google Search & YouTube Ads
- Captured intent for "managed farmland near Bangalore", "agricultural land investment with returns".
- Targeted premium device categories (iPhone 14/15, MacBooks, high-speed fiber IP ranges).
The funnel
Awareness
Positioning managed farmland as the ultimate tax-free wealth asset and weekend wellness sanctuary.
Instagram VideoYouTube In-StreamMeta Feed
- Cinematic drone tours
- ROI comparison calculator vs residential apartments
- Weekend escape video reels
Consideration
Brochure download and detailed masterplan review.
Custom Landing PagesWhatsApp Automation
- Instant WhatsApp Masterplan download
- Virtual 360 degree farm tour
- Webinar with agricultural experts
Conversion
Booking a curated VIP weekend site visit with complimentary lunch and transport.
Retargeting AdsTelephonic Concierge
- VIP Site Visit pass booking
- Direct phone call confirmation from Senior Relationship Managers
Who we targeted
Senior Tech & Business Executives
- VP, Director, CXO, Founders in Bangalore
- Interests: Organic farming, Golf, Luxury travel, Angel investing, Wealth management
Doctors & Senior Consultants
- Specialists & Hospital directors
- Interests: Tax-free agricultural income, Farmhouse retreats
High Device / High Spender Layer
- Device: iOS latest devices only
- Frequent international travelers
- High-value property searchers
How it rolled out
Phase 1Month 1
Visual Assets & HNI Setup
- Shot high-resolution drone footage and farmer testimonials
- Built high-converting luxury aesthetic landing page
Phase 2Month 2-3
Targeting & Lead Scoring
- Deployed income pre-qualifier question in ad forms
- Launched Google Exact match campaigns
Phase 3Month 4
VIP Weekend Push Campaign
- Introduced "Curated Farm Lunch & Site Visit" concept
- Doubled weekend visits from 28 to 65+ per month
Phase 4Month 5
Full Phase Sell-out
- Executed final plot allocation campaign
- Achieved ₹18.2Cr in closed inventory sales
What made the difference
- Placed a clear minimum investment filter ("Plots starting from ₹45 Lakhs") in the ad image overlay, instantly reducing unqualified leads by 72%.
- Automated direct WhatsApp delivery of route maps and weather forecast prior to Saturday morning visits.
Tools & the bottom line
Meta Ads ManagerGoogle AdsGoogle Tag ManagerHubSpot CRMLeadSquaredAiSensy
Drove ₹18.2 Crores in managed farmland plot sales across 5 months while establishing SBC Earthfullness as a top eco-real-estate brand.
What I'd take from this
- In high-ticket real estate, transparency on pricing in top-of-funnel ads actually improves lead quality and lowers the ultimate cost per closed deal.
Want something like this for your brand?
I can look at what's running in your account today and map out where the next gains are likely to come from.
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