STREAMLINED MARKETING APPROACH ENHANCES PERFORMANCE

I n my current role since 2019, I have been leading and strategizing marketing function pan-India. Through various Marketing interventions, we increased the overall quantum of qualified leads by 230% in FY 20-21 compared to FY 19-20 (Keeping the overall Marketing spends lower than previous financial year). This resulted in proportionate increase in walk-ins and closures (sales). The sales recorded a robust 54% growth in FY 20-21 as compared to FY 19-20 (ref. SOBHA Ltd. Qtr. results). NOVEL STRATEGIES & PRODUCTS With the existing model, we identified potential areas to scale-up efforts without escalating costs. We strengthened the Pre-sales team by adding around 150 professionals, who would connect with our customers on a real time basis. We seamlessly integrated the data generated from digital campaigns and effectively reached out to our prospective buyers. This end-to-end control over the marketing initiatives with a process-driven approach helped us embrace cost-saving strategies and witness a steep rise in revenues. Through digital interventions, we effectively analyzed customer queries and responded to them within 30 seconds from an enquiry being generated across any digital platform. We deployed Ozonetel and integrated it with Salesforce to enhance customer experience through marketing automation and reached out to our target audience through compelling targeted campaigns. THE CENTRALIZED APPROACH ENABLED US TO NOT ONLY IMPROVE THE QUALITY OF EXECUTION AND REDUCED THE TAT AT EVERY STAGE BUT ALSO SUBSTANTIALLY REDUCED OUR MARKETING SPENDS FROM OVER 2% TO LESS THAN 0.8%. MOST SUCCESSFUL MARKETING CAMPAIGNS SOBHA Windsor witnessed a huge demand with the sale of 200+ units in the first month of the launch. SOBHA Dream Gardens launched 4 years ago was selling less than 5 units per month. The repositioning of the project helped us achieve a consistent & staggering sale of over 30 units per month right from the first month itself. The 4 BHK units in SOBHA Royal Pavilion, were being overshadowed by the 3-BHK units. We introduced a separate identity for 4BHK units under the theme ‘Rajputana’ which garnered the much-needed traction for the bigger units – moving nearly 60% of the inventory. During the pandemic, we encouraged virtual site visits powered by Matterport. We rolled out virtual visits for all our key projects across India – enabling more traction even in the NRI space.