Project launch vs. sustenance. Different campaigns, different math
A launch campaign has a shelf life and real urgency. Early-bird pricing, limited phase-1 inventory, a genuine reason to move now. A sustenance campaign for a project in its second or third year doesn't have that, and creative that fakes urgency on a project that's been "launching soon" for 14 months damages trust with anyone who's seen your ads before. We run these as two different campaign structures with two different creative briefs, reported separately.
Lead quality benchmarks by ticket size
Ranges below are typical across the accounts we manage, not a promise for your market or your creative. Use them to sanity-check what an agency is telling you, not as a guarantee.
| Ticket size | Typical CPL | Lead → visit | Visit → booking |
|---|---|---|---|
| ₹40L-₹75L (affordable/mid) | ₹350-₹700 | 18-28% | 8-14% |
| ₹75L-₹1.5Cr (premium) | ₹800-₹1,500 | 12-20% | 6-11% |
| ₹1.5Cr-₹5Cr (luxury) | ₹1,800-₹3,500 | 8-15% | 4-9% |
Site-visit economics
A booked site visit that doesn't show up costs you the same media spend as one that does. The difference is entirely in follow-up discipline between booking and visit date. Automated WhatsApp reminders at 24 hours and 2 hours before a scheduled visit, plus a reschedule flow instead of a silent no-show, are the highest-leverage, lowest-cost fix available in this part of the funnel.
Should we run project-launch and sustenance campaigns differently?
Yes. A launch campaign should run tighter budgets against warm audiences (past visitors, CP databases) with urgency-led creative, since inventory is genuinely time-limited. A sustenance campaign for an ongoing project should widen to cold prospecting with education-led creative, since there's no artificial urgency to lean on and overclaiming it erodes trust with repeat-visit buyers.
CP-driven leads or direct leads: which convert better?
Direct leads from your own campaigns convert to site visit at a meaningfully higher rate in most accounts we've managed, because the channel partner's incentive is volume, not fit. CP leads still matter for reach in markets where trust runs through a known broker, but they should be tracked and reported separately from direct performance, never blended into one CPL number.
What RERA constraints affect our creative?
RERA registration numbers must appear on every promotional creative in most states, possession dates can't be implied without the registered timeline, and pricing claims need to match the registered price list exactly. 'starting from' language is scrutinised. We build a creative approval checklist per state before the first ad goes live.