The Problem
DHA Real Estate had inherited brand recognition: buyers searched their name directly. but were converting it badly. The website was a Wix template, the Instagram had 11K followers but no system, and there was no way to attribute which marketing dollars were producing which closed deals. They were doing 80 leads a month despite having one of the most-searched brand names in the segment.
The brief from the partners: "We have the brand. We don't have the funnel. Build us the funnel."
The Approach
When you already have brand equity, the play isn't awareness. it's conversion infrastructure. Capture every search of your name, capture every comparison query, and squeeze the funnel until every qualified lead turns into a meeting.
Brand + Comparison Search: we ran exact-match brand defence campaigns ("DHA Real Estate", competitor names + "vs", common buyer questions). Brand searches alone produced 18% of monthly closed deals at a CPA below ₹400.
Meta Lead Ads with Project-Specific Creative: every active project (Phase 7, Phase 9, Bahria Orchard, etc.) had its own creative set, lead form, and WhatsApp routing. No more generic "register your interest." Each lead came in pre-segmented by which project they responded to.
YouTube Property Tours: drone footage, walk-throughs, area infrastructure highlights. We seeded these as both organic uploads and in-stream ads. Average watch time across the project library: 6m 40s. meaningful for ₹3Cr+ purchases.
Conversion Infrastructure: replaced the Wix site with a custom Next.js landing site, integrated HubSpot as the single source of truth, and put every agent on a SLA: WhatsApp reply within 90 seconds during business hours, 15 minutes after.
The Outcome
By month 4, the partners brought on a second sales pod just to handle Phase 9 inbound. The brand-search defence campaigns alone. defending their own name against competitor poaching. had a 14× ROAS that paid for the entire Meta budget. By month 12, DHA Real Estate was beating the actual DHA office in monthly closed deals on resale plots.