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Strategically transformed a real estate firm, propelling it to over 1 Crores in online sales within 7 months, while establishing a strong local brand presence and optimising business operations for enhanced conversion and trust.
"After searching and dealing with different designers and developers without success, we finally found PKorp and they put color, flavor and efficiency to our project. Because of them, we are able to convert 4 clients and many have shown up in walkins. All the very best for your future ventures and thank you again for your support. They are always just a message away for any of our queries."
The visionary brothers, breaking free from corporate constraints and boldly venturing into the Real Estate realm, pioneering affordable yet luxurious housing solutions accessible to all.
Website Design
Content Writing
Website Optimisation
Technical SEO
Google Analytics
Google Search Console
Google Business Profile
Social Media Assistance
The business owners sought to boost apartment sales through online channels like Google, aiming to cultivate a robust local brand while departing from traditional outreach methods.
Website Design, Optimisation for SERP, Local presence, Website Analysis for Campaigns, Branding and Conversion Optimisation.
- Business owner’s limited online expertise
- Resources constraints from client’s marketing team
- Absence of industry benchmark
- Lack of dedicated client’s content creator/creative heads
- Solo handling with time constraints for launch
Model : Double Diamond (Discover - Define - Develop - Deliver).
Platform : WordPress and Elementor Pro
Keeping the requirements in mind, I divided the process in phases, each phase being iterative and co-dependent.
WhyIf we are creating website for all, we are creating for no one - hence I collaborated with Marketing team to understand the target audience and arranged all categorically.
Insights- Client demographics: includes age, profession, cultural background, and Non-Resident Indians (NRIs).
- Nature of purchase: compassing builders reputation considerations, investment objectives, and rental-based preferences.
- Amenities and Facilities: spanning educational institutions, corporate offices, healthcare services, transportation options, and recreational activities.
Why- With the limited resources in-hand, I relied on how giants are working on online sphere and took inspiration.
- Examined and jotted the top firms' website and local presence game & defined the benchmark.
Insights- In a highly competitive niche, drawing inspiration from the multi-millionaire firm Sattva provided the initial momentum.
- Leveraging the deficiencies in UX and SEO on many industry giants' websites, we capitalised on this opportunity.
- Client's distinct selling points : Affordability and Premium Offerings.
Positioned my clients among the primary firms rather engaging in direct competition against them.
Case 1
As a buyer
I want to see the amenities of the society
so that I can visit to check the apartments as potential buyer
Case 2
As a buyer
I want to checkout the builder and its credibility
so that I can buy the apartment with confidence
Hence
Buyers struggle to assess society amenities and builder credibility, impacting their confidence in making informed apartment purchase decisions.
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During this phase, I initiated website design, which underwent numerous iterations as progressed.
Here are the selection of a few snapshots of big decisions :
- cumbersome UX with lack in visual appeal,
- the hero section didn't cover 100vh, visitor needed to scroll down for the message to be seen,
- the poor execution of branding,
- the CTAs failed in accessibility and ease-to-click
- UI is streamlined and branding given priority
- the left side consists of social proofing in slide-show
- SEO-focused headline with prominent CTAs
- the CTAs are defined as per Mission statement and placed as per ease-to-click psychology
- disrupted view of 2 columns created proximity issues
- this layout impacts user-retention,
- creates long scroll in smaller screen
- didn't follow the idea of informative-section rather consumed unnecessary page-length
- a full viewport property section with prominent CTA and heading overlayed,
- in slide, makes the screen interactive for users,
- this layout gives better view of project's images and ease-in clickability
- small-screen friendly section layout
- incorporated "Sales Psychology" and positioned a 'Call Back' form just below the hero section on every project's page.
- incorporated simplified columns with minimal entries and a dropdown menu for swift selection.
- the approach focused on providing ease to customers hence eliminated captcha, OTP, or email verification.
- this proved a favourable decision, with most queries submitted from respective project's call back forms.
Why
- The customised chatbot offers tailored solutions which enhances user experiences by providing personalised interactions.
- It's a great option for enterprises, to help visitors for quick-query-resolution.
- integrated chatbot for seamless customer interaction
- designed to provide insights like customer devices, email IDs, phone numbers which helped marketing team to get back
- the chatbot and project page linked for customers to visit the desired page from chat itself
- enhanced UX, we added the project image in the chatbot retaining attention
- the chatbot has been proven the best alternate for queries submission
The website's structure, responsiveness, and speed were optimised to enhance Google Core scores and increase favourability in SERP rankings through Technical SEO.
Three phases divide the processes, each with its own set of tasks.
- "RRL Nature Woods" emerged as a prominent search through keyword optimisation
- With Schema markup, the sitelinks can be seen below the website url on SERP which boosted CTRs and visibility
- Keyword-optimised ALT tags enabled project images to appear in Google Images.
- Through thorough optimization, attained a Knowledge Panel for the client's business, boosting trust and conversions.
- In the highly competitive niche, the direct link appears on SERP for "RRL Apartments in Bangalore" alongside the Google Map of our latest project.
WhyGSC helps in obtaining essential insights pivotal for the site’s visibility and performance across SERP.
A Google official tool for technical seo audits and corrections.
- With 948 total clicks, 18.5K total impressions, secured average CTR of 5.1% and average position of 5.3 in the most competitive niche.
- The targeted country "India" secured 16,491 impressions with 876 clicks, provided CTR of 6% and 4 position, we achieved Business awareness metrics here.
- The primary keyword "RRL Builders and Developers" secured 167 clicks with 474 impressions and the CTR = 35.2% with position = 1.1 , we achieved keyword awareness metrics.
- Mobile seemed to win over the impressions but Desktop provided us conversions with CTR of 10% (2.5 times of Mobile's CTR), the insight for Marketers.
## this data is for last 6 months (till Feb, 2024)
WhyGA4 is a must for any firm which looks for marketing campaigns/Ads.
It helps in understanding traffic insights, user behaviours and more, helps in boosting online visibility with real stats.
- the WP Form submission and File Download, were the 2 most important source of queries generation - we added these in GA4 as Custom Events and Conversation.
- This helped in knowing which page/form getting most clicks and submission, which directly helped in Ads campaigns.
- The Page Titles/Screen Class were analysed for keyword and CTR reports using default GA4 Reporting.
- Default reports were created and analysed the technology used, geographic locations of searchers, and the most frequently searched pages
- Custom reports were created in Exploration for tailored insights
- Custom WPForms events statistics revealed that the highest number of form submissions originated from individual Project pages.
- The "Organic" search of keyword "RRL Nature Woods" stood at first with "1m 24s" and the second stood "RRL Palacio" with "1m 12s" - both being client's target keywords.
- The Mobile devices dominated the usage whereas Desktop devices led the most conversion.
- The targeted city "Bengaluru" stood first for the most user engagement for our surprise Chennai, Mumbai and Hyderabad being the most active interactions too.
WhyTo address Local SEO requirements, Google Business Profile is the best bet. It not only boosts the visibility on Google Maps and directories, but also provides navigational support for walk-ins.
- within the span of 6 months, got 10k interactions (on RRL Nature Woods) with calls, website clicks and directions watch.
- the top-ranking keywords were the primary keywords for each business profile, showcasing our expertise in optimising business profiles.
- Using insights from GA4 reports, I translated business names into the local language, boosting visibility and outshining competitors.
- the optimisation significantly boosted business visibility, with Maps-mobile emerging as the most discoverable platform and device.
- As per GA4 records, Bengaluru stood as the primary geography for maximum page searches which Marketing team used for outbound calls and campaigns.
- I added lingual touch in Business profile with business name in "Kannada" which boosted more profile clicks and appreciated by Google SERP.
- As per business profile data of 3 months (September'23 to November'23) data said the Calls were linear on weekdays and peaked on weekends, the Directions were gradual and peak on Mondays and Saturdays. This data helped in Ads campaigns and out-bound calls.
- As per GSC data, the total clicks were more on Mobile vs Desktop, the average position is less of Mobile vs Desktop whereas the CTRs are more of Desktop vs Mobile. This helps in shooting initial ads in Desktop then Mobile.
- As per GA4 data RRL Builders and Developers, RRL Nature Woods, and RRL Palacio are the most searched pages, hence initial ads were shot for RRL Builders and Developers and Nature Woods.
- This project involving both web design and SEO provided me with a deeper understanding of the real market dynamics and conversion strategies.
- I learned that there are often additional services beyond what's initially agreed upon on paper, but these are valuable lessons gained through experience.
- I understood, the longer a project takes to implement, the more likely it is to need upgrades and iterations, so it's crucial to set a tight quality-deadline from the start.
- Being part of in-house teams from the start is essential as it reduces research time and facilitates quicker completion of tasks through effective delegation.
- In next phase, we are all set to launch Google and Facebook Ads for the client, helping them to achieve their dream of "affordability for everyone" with their future 5 projects.
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