AAnkush Bag Playbook  · developers & channel partners
Objection · hidden costs
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Every extra charge, listed before you ask.

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Objection · possession delay
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Will it be ready on time? Here is the site, filmed this month.

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A family decision
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Real estate growth playbook

A ₹4 crore project can't run on the same audience as a ₹60 lakh one.

Marketing says the leads are good. Sales says they're junk. Nobody can prove either, because nothing connects the two. Here's how I build the system from the ad to the presales call, the site visit and the booking.

Reply in 1 working dayTalk about my project
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6 stagesRead the playbook
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20+real estate developer ad accounts run
+25%qualified leads at Aurum Analytica
3platforms: Google, Meta and Taboola
7years in growth roles, in-house and agency-side
Where real estate leaks

Plenty of leads. Very few visits.

On a ₹1 crore+ unit, one unanswered lead can be a lost booking. These are the leaks I see most.

◎01One audience for every project

A ₹4 crore launch and a ₹60 lakh one chase the same people, so both get the wrong leads.

⇄02Remarks never reach marketing

Presales marks RNR, budget mismatch and not interested, and the campaigns never hear about it.

☎03Leads wait to be called

New leads sit for hours, and RNR leads get one try before they're forgotten.

₹04Judged on cost per lead

The cheapest form fills win the budget, even when they never visit the site.

✕05Visits booked, not done

No reminders, no directions, no pick-up, so booked visits quietly fall through.

?06Hidden costs, hidden trust

Pages that hide charges and possession dates lose the buyer before the call.

Leak simulation

Where 100 leads go

Leads in100same budget
Lost on the way99leaking at every stagedown from 99
Bookings1of every 100 leads4x, up from 1
Open leaks5stages losing buyersafter the fix
  1. Leads in
    100TrackedTracked
  2. Reached by presalesCalled hours later, or never
    55−45LeakingFixed
  3. QualifiedWrong budget, wrong location
    30−25LeakingImproved
  4. Visit bookedNo reason to visit this weekend
    12−18LeakingFixed
  5. Site visit doneVisit not confirmed, family not there
    6−6WatchFixed
  6. BookedObjections nobody answered
    1−5WatchImproved

Illustrative numbers for a typical funnel in this industry. Not client data.

The playbook

Six stages, from ad to booking.

Every part below is something I advise on, and something my team and I can build and run.

◎01Targeting per project

Reach people who can buy this project.

  • One audience per price bandSeparate campaigns and budgets per project.
  • Buyer typeEnd users, investors and NRIs, each with their own ads.
  • ExclusionsJunk sources and past "no" leads kept out of the spend.
⚡02Channels with a job

Every source judged on visits.

  • Google searchProject, builder, location and configuration searches.
  • Meta lead formsOne or two qualifying questions on budget and timeline.
  • Taboola, portals, partnersReach and volume, measured on the same numbers.
◧03Pages buyers trust

Everything up front, nothing hidden.

  • Price and chargesAll charges, possession date and the RERA number.
  • Show the homeFloor plans, walkthrough video, site progress, AI renders.
  • The location storyCommute, schools and hospitals, for the family.
☎04Presales

Where most leads go quiet.

  • SpeedNew leads called in minutes; a recall plan for every RNR.
  • One outcome per leadVisit booked, RNR, budget, location, investor.
  • WhatsApp follow-upBrochure, price sheet and location pin, sent automatically.
⌂05Site visit to booking

The visit is where the sale happens.

  • Show-upReminders, directions and pick-up where it helps.
  • The family decisionPayment plan, loan, possession and resale, answered.
  • ReferralsEvery booking asked for one, with its own tracking.
↻06The feedback loop

So targeting learns every week.

  • Weekly remarks reviewPresales outcomes by campaign, and a decision on each.
  • Outcomes to the platformsVisits and bookings sent back to Meta and Google.
  • One dashboardCost per visit and per booking, by project and source.
The real plan

What developers usually do. What fills site visits.

Same budget, same platforms. The difference is the loop between marketing and presales.

What most developers do
  • Run one campaign for every project
  • Judge the agency on cost per lead
  • Keep presales remarks in a sheet nobody reads
  • Call RNR leads once
  • Hide charges until the site visit
What actually fills site visits
  • Give every project and price band its own audience
  • Judge spend on visits and bookings
  • Send presales outcomes back to the campaigns weekly
  • Follow every RNR with a recall plan
  • Show price, charges and RERA up front
How we work

Diagnose first. Then build.

I advise on what to fix and in what order. My team and I build it. You deal with me directly throughout.

  1. 1Diagnose

    Where leads are lost between the ad and the booking, by project and source.

  2. 2Plan

    A 90-day plan ranked by impact, with an owner and a number against every line.

  3. 3Build

    Campaigns per project, landing pages, presales tagging and the feedback loop.

  4. 4Scale

    Back the sources that bring visits and bookings, and cut the rest.

“Developers were paying for lead volume. We moved optimisation from lead count to lead quality, and tested far more audiences and creative with AI. Qualified leads rose 25%.”

Aurum Analytica · agency-side · a team result, and this was my partTalk about my project →
FAQ

What developers ask first.

Straight answers, before we talk.

Why does the sales team say real estate leads are junk?

Usually because nothing connects the two teams. Presales marks leads RNR, budget mismatch or not interested, and those remarks never reach the campaigns, so targeting never learns. Tag every lead with one outcome and send those outcomes back into the campaigns every week.

What should real estate marketing be measured on?

Cost per qualified lead, cost per site visit and cost per booking, by source and by project. Cost per lead on its own rewards cheap form fills, not buyers.

Do real estate ads in India need the RERA number?

Yes. Under the RERA Act, advertisements for a registered project must show its registration number and the regulator's website address. Check your state authority's rules as well, and keep the number visible on landing pages too.

Let's talk

Where do your leads go quiet?

Tell me your projects, your monthly leads and how many become site visits. I'll tell you honestly which stage to fix first.

Start a conversation ↗ See how I work