BPTP
With over two decades of excellence in the Indian real estate industry, BPTP has established itself as one of the country’s most trusted developers. Renowned for its reliability, innovation, and customer-first approach, BPTP has built a strong legacy of delivering high-quality residential and commercial projects.
The brand aspires to be the foremost choice for individuals and organizations seeking real estate solutions. To achieve this vision, BPTP continuously invests in building customer confidence and exceeding expectations at every step. However, in a market where competition is fierce and digital advertising costs are rising, BPTP needed to optimize its paid campaigns to drive qualified leads efficiently.
Project Overview
BPTP partnered with Tangence to strengthen its digital lead generation efforts. The challenge was to stand out in a highly competitive real estate advertising space while keeping costs in control and maintaining compliance with strict ad regulations.
Tangence designed a phased campaign strategy focusing on precise targeting, creative optimization, and cross-platform integration. The goal was clear — generate qualified leads through high-performing ad campaigns, improve cost efficiency, and build trust in a saturated market.
The Challenge
BPTP faced significant hurdles in its digital ad campaigns:
- High competition and cost: Rising cost-per-click made it harder for ads to gain visibility.
- Targeting and conversion challenges: Precise targeting was required to improve relevance and conversion rates.
- Regulatory compliance: Real estate ads faced strict platform and legal rules around non-discrimination.
- Ad fatigue and consumer trust: Skepticism and repetitive ads reduced engagement.
- Integration and consistency: Ensuring messaging was consistent across Google, Meta, and other platforms.
The Tangence Solution
Tangence rolled out an 8-week roadmap to address BPTP’s challenges:
- Strategy & Setup: Defined campaign goals, budgets, audiences, and compliance checkpoints.
- Creative Development: Built engaging ad creatives and tested multiple formats to stand out.
- Advanced Targeting: Refined audience segments and used A/B testing to maximize conversions.
- Campaign Launch: Rolled out authentic, trust-driven campaigns with close monitoring.
- OptimizationAnalyzed performance data, reallocated budgets, and refined targeting.
- Cross-Channel Integration: Ensured consistent messaging across all digital platforms.
- Compliance Checks: Reviewed campaigns for adherence to housing ad regulations.
- Review & Scaling: Scaled high-performing ads, phased out underperformers.
Results That Mattered
Click-Through Rate
Conversion Rate
Engagement Efficiency
Key Takeaway
- Real estate lead generation can be highly cost-effective with the right digital strategy.
- Precise audience targeting ensures better quality leads.
- Creative optimization drives higher engagement and conversions.
- Continuous performance tracking helps reduce CPL and maximize ROI.
- Strategic execution enabled BPTP to stand out in a competitive market.