Client Background:
A growing construction company specializing in residential buildings and mid-scale commercial complexes across Tier 2 and Tier 3 cities. While their offline reputation was solid, the brand lacked online visibility among property buyers and struggled to attract young professionals and families exploring new home options digitally.
Problem Statement:
With the surge in digital property research, the client needed to build trust and familiarity with potential buyers online. Traditional marketing (banners, flyers, local exhibitions) wasn’t translating into digital leads or site visits. They approached us to implement an influencer marketing solution that could bridge the gap between construction quality and customer trust.
Service Provided:
We implemented an end-to-end influencer marketing campaign involving lifestyle vloggers, real estate content creators, and interior design influencers who could present the brand’s construction sites, layout plans, and amenities in a relatable and trustworthy manner.
Solution Provided:
The core idea was to build digital trust using authentic walkthroughs, expert reviews, and aspirational content from influencers who regularly engage with home buyers and young families.
- Influencer Collaboration:
- Collaborated with 4 key influencers:
- A YouTuber specializing in “House Tour Reviews”
- A real estate Reels creator focusing on home buying tips
- A lifestyle vlogger showcasing urban living in Tier 2 cities
- An Instagram interior designer showcasing room transformation potential
- Combined audience reach: 750K+
- Collaborated with 4 key influencers:
- Content Highlights:
- YouTube Walkthrough: “3BHK Flat Tour – What ₹45 Lakhs Gets You in [City]” featuring the client’s model apartment
- Instagram Reels: Daily lifestyle clips from the project site—sunset views, balcony space, nearby schools/markets
- Homebuyer Tips: Influencer shared “What to Check Before Booking an Under-Construction Property” featuring brand highlights
- Interior Designer Collab: Created a mock layout visualization using the client’s floor plan
- Engagement Tactics:
- Used polls (“Would you live here?”), slider stickers, and DMs to collect real-time buyer interest
- “Book a Site Visit” link placed in Stories and video captions
- Created a downloadable PDF: “Your First Home Checklist” available via influencer link
- Campaign Timing:
- Launched before the festive season when real estate inquiries peak
- Synced with the handover of Phase 1 units, allowing real footage
Execution Details:
- Duration: 3 weeks
- Platforms: YouTube, Instagram, Facebook
- Tools Used: Facebook Ads Manager (for boosting influencer content), UTM parameters, Story analytics
- Core Hashtags: #HomeGoals #RealEstateReels #InfluencerMarketing #ConstructionLiving
Results Achieved:
- YouTube Video Views: 300K+ with a 6-minute average watch time
- Instagram Reels Engagement: 14.2% with 9K+ saves and 2K shares
- Website Traffic Increase: +45%
- Site Visit Bookings via Influencers: 120+
- Downloads of Checklist PDF: 950+
- New Leads Captured: 180 verified buyer leads
The influencer marketing campaign added a strong emotional and practical layer to the brand’s value proposition. Homebuyers responded well to content that helped them see and feel what life would be like post-possession.
Client Feedback:
The sales team noted an increase in serious inquiries, especially from millennial couples and first-time buyers who referenced the influencer videos. The client plans to continue influencer partnerships for all future project launches.
Key Takeaways:
- Influencer marketing works effectively for real estate when it delivers both emotional resonance and technical insight.
- Visualizing space through trusted creators helps reduce buyer hesitation.
- Lifestyle-based storytelling transforms cold construction visuals into relatable home aspirations.
