Cliffton Group – Building a Lead Engine That Cut CPL by 63%

₹82Cr pipeline · CPL down 63%

Context

HOGAR Properties operates in a real estate category where the buyer has done extensive research long before they ever raise a hand. Most brands spend on launch noise and ignore the long, quiet phase where the buyer is still learning how to think about property investment.

The Challenge

Build a real, qualified audience of future property buyers — not vanity followers — by becoming the brand the prospect turns to for clear, scroll-stopping property investment education.

The Insight

Property is a financial decision before it is a real estate decision. The brand that teaches a buyer how to evaluate a property earns the right to be the brand they call when they are ready to transact.

Our Approach

• Built a “Property in 30s” Reels format with a fixed visual and pacing template — investment math, locality analysis, RERA basics, rental yield, EMI sanity
• Produced meme-native explainers that worked inside the real estate and personal-finance corners of Instagram
• Layered weekly live Q&A clips, then repurposed every clip into evergreen shorts
• Set up active community management to answer investment questions in the comments and keep engagement quality high

Deliverables

• “Property in 30s” Reels production system
• Meme-native explainer library
• Weekly live Q&A repurposing workflow
• Community management playbook for property investment queries