09
Real Estate - Commercial Property
Lead Generation
Park NX is a commercial real estate project by Ginni Realty, offering office spaces, retail units, and investment-grade commercial property. Despite running active digital campaigns generating over 700 leads per month, the project's sales team was drowning in spam, spending most of their time chasing unresponsive contacts while genuine buyers went untouched. Ginni Realty came to HM Digital not for more leads, but for the right ones.
Client
Park NX by Ginni Realty
Services
Performance Marketing - Lead Generation, Meta & Google Ads
Location
India
Industry
Real Estate - Commercial Property
The Challenge
The previous agency had optimised for one thing, lead volume. And on paper, 700+ leads per month looked impressive. But the sales team's reality was completely different. The overwhelming majority were spam, duplicates, or entirely unresponsive, people who had clicked an ad by mistake, filled in a form for a discount, or had no genuine interest in commercial property. Market over-saturation was making the problem worse: generic ads were reaching the wrong people, the landing page had no conversion focus or mobile optimisation, and the sales team was spending 80% of their time on contacts who would never buy. The result was budget waste, team burnout, and a growing loss of confidence in digital marketing entirely.
Our Strategy
Landing Page CRO: Replaced the existing page with a fast, mobile-first conversion funnel, sharp CTAs, persuasive copy focused on commercial ROI and project readiness, trust badges, and dynamic lead forms integrated with CRM for instant sales team notifications on every genuine enquiry.
Audience Segmentation: Created three separate ad sets targeting distinct buyer personas, working professionals looking for office space, families considering retail investment, and serious investors focused on commercial yield. Each set had tailored creative and messaging built around the specific USPs relevant to that audience.
Quality-First Campaign Strategy: Completely shifted the optimisation goal from lead volume to lead quality. Used video testimonials, price transparency hooks, and project-readiness urgency to attract high-intent buyers and deliberately filtered out price-sensitive browsers before they reached the form.
Aggressive Exclusion Strategy: Built robust negative keyword and audience exclusion lists across both Meta and Google, systematically eliminating the audience segments responsible for the previous spam problem and ensuring every form submission came from someone with genuine commercial property interest.
The Results
85% reduction in spam leads, the sales team went from chasing 700+ monthly junk leads to working a lean, qualified pipeline of genuine commercial property buyers
10% form fill rate on the redesigned landing page, five times the commercial real estate industry average, and proof of how much the previous funnel experience was suppressing genuine enquiries
Sales team productivity transformed with spam eliminated, the same team could focus 100% of their time on prospects with real intent and buying capacity, dramatically improving their conversion rate per contact
Campaign turnaround in 60 days within two months, a campaign that had lost the sales team's confidence was generating a consistent pipeline of qualified commercial property enquiries
Market fatigue overcome in a saturated local market, targeted segmentation and quality-first creative cut through to serious investors who had completely tuned out generic property ads