Case Study
Dream Aawas
How We Helped Dream Aawas Build a High-Intent Lead Funnel for Budget Housing Without Burning Spends on Mismatched Buyers
Dream Aawas by Karamchand Group was positioned as one of Indore’s most accessible real estate projects — combining affordability with quality living in a rapidly developing zone. But in real estate, low ticket doesn’t mean low CAC. The real challenge was to attract qualified, purchase-ready homebuyers — not just window shoppers, investors, or casual enquirers.
Key Business Challenge
Build a demand funnel that could differentiate serious buyers from passive browsers in a price-sensitive market — while maintaining consistent lead velocity at acceptable cost per lead.
Before Scaling We Conducted
A Detailed Diagnostic Exercise
Intent Mismatch on Platforms
Early Meta campaigns generated volume but included a high share of uncontactable leads — indicating weak targeting and poor pre-qualification.
Trust Gap in Messaging
Users hesitated to share their number or visit the site without strong trust anchors. Generic taglines like “Dream Homes at Dream Prices” lacked specificity.
Misaligned Landing Experience
Static landing pages lacked urgency, proof points, or differentiated messaging for different buyer personas (e.g. first-home buyer vs investor).
A Full-Funnel Rethink
Not Just a Lead Machine — A Purchase-Qualified Buyer Engine
Qualified Hook Creation
Developed sharper front-facing ad narratives focused on actual value props: EMI feasibility, connectivity, possession timelines, RERA approval. Hooked serious buyers early.
Google-Focused Bottom Funnel
Shifted core spend to high-intent Google campaigns (Search + Performance Max), where “2BHK near Nagpur Airport” and “affordable 2BHK flats” searches delivered 3x lead quality vs social.
#ROI
Strategic Framework
We engineered the funnel around four key strategic pillars.
Persona-Specific Funnels
Segmented creatives and landing journeys for salaried buyers vs small business owners — tailored narrative and CTA to reduce friction and increase credibility.
Mid-Funnel Lead Nurturing
Implemented CRM-based lead warming: WhatsApp + email follow-ups with videos of site progress, testimonials, and nearby infrastructure development to re-engage drop-offs.
We moved Dream Aawas away from a mass-blast approach to a segmented, trust-first GTM playbook. Messaging emphasized ownership pride, low EMIs, and actual construction progress over flashy lifestyle visuals. Meta campaigns were refocused on remarketing and top-funnel visibility only; serious lead capture was routed through search and intent-heavy channels.
Within 6 Months of Launch
Here Were Our Results
The biggest shift: over 40% of qualified leads came from repeat-exposure journeys — proving that credibility-building touchpoints (video site updates, pricing explainers, etc.) were as important as top-funnel targeting.
Our Learnings
We Don't Just Run Campaigns
We Engineer High-Intent Real Estate Pipelines
CPL means nothing unless paired with sales team confidence in lead quality.
Category-specific hooks outperform generic USPs in real estate — “loan-ready homes” outperforms “affordable luxury” every time.
Segmented journeys reduce trust friction — business owners and salaried buyers need different buying logic.
Retargeting isn’t just digital — it’s trust reinforcement. Funnel success depends on storytelling post-lead capture.
For us, real estate isn’t about leads — it’s about enabling sales readiness, digitally.