The House Of Abhinandan Lodha

Land, as we know, is the oldest investment asset, and when we talk about the availability of land in Goa, it is much lower compared to the other regions of India. In such a scenario, the foremost curators of estates in the country were coming up with branded land in the foremost holiday destination of India – Goa, giving consumers across the country an opportunity to own land in their dream destination.

Business Transformation At A Glance

Virtual Calls

Pre-bookings

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Total revenue generated

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Conversion rate

The Brief

This was the first time a brand went national and opened up a development outside Maharashtra in Goa. With a ticket size that big and selling plots in a place like Goa, where people want to stay by the beach in hotels, it wasn’t easy creating the urgency with the required FOMO to boost sales.

Our Insights

It was extremely important to identify the correct micro market. From site visit and competition analysis, we realised Delhi is the target micro market, and we set up distribution in Delhi along with a national print ad there. Consequently, we received 58% Business from Delhi.

Xanadu Strategy

HOABL’s strategy involved freeing the land from various risks, viz., red tape & exhaustive documentation, to redefine land investment by using modern technology. Hence our sales strategy focused on online selling, facilitated by our Virtual Sales Gallery (VSG)- which brought the site to where the customer was via a 360-degree virtual site experience.
Everything from the selection of inventory to the allocation of the villa estates was online, which differentiated this campaign from the competition, having sold a ticket size of ₹1.44 Cr+ digitally.

Application Of Strategy

It started with awakening the market to a new opportunity. The next phase of the campaign was a Joint Business Plan where the
campaign focused on marketing India’s most valued villa estates. This was followed by a channel-partner meet where the
entire product was revealed using specially designed renders and a Virtual Sales Gallery. The concluding phase of the
campaign was “The Curtain Raiser”- a 2-day event that included revealing the product with exclusive offers over the weekend.
Some noteworthy mentions of the said strategy are appended below.

It was a complete digital takeover

This campaign went live across Digital Platforms like Inshorts, Cricbuzz, Money Control and Times of India, apart from the typical Facebook, Instagram and Google Advertisement, overall acquiring 13 crore total impressions, 1.96 crore total reach, and 5572 total leads, directly contributing to 47% sales.
Bringing India The Times Of Goa

On 19th November 2022, India woke up to “The Times of Goa”… Yes, we changed the masthead for this 4-pager print ad for Imperial Goa that got an unprecedented response, i.e. 1500 enquires & a 12% contribution to business in 8 hours.
Virtual Sales Gallery

We brought the site to the customer via a virtual sales gallery for site visits, while an aerial shoot helped the customer view the surroundings.
Curtain Raiser

“The Curtain Raiser” was a 2-day event that gave wings to the launch by revealing everything about the product, accompanied with exclusive offers over the weekend.
Goa-themed Channel Partner Meet

The one of its kind Channel Partner Meet had a Goa theme with casino tables in the waiting area, and the entire set-up had a Goa carnival feeling.

Xanadu Impact

The campaign introduced the concept of BRANDED LAND for the first time in Goa by introducing India’s most valued Villa estates. We created value in the product and location by analysing the correct consumer and giving them what they need. From experiential marketing to a takeover of digital media by way of identifying the correct micro market and the correct consumer, along with appropriate media planning and budgeting, the response we got across Digital Platforms was unprecedented.