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Essence 51 is a premium 4 BHK residential project designed for families seeking comfort, modern living and community-focused spaces. KONZE developed a performance-driven digital campaign strategy focused on increasing project awareness, reaching relevant homebuyers and generating high-intent enquiries for the sales team.
For a premium residential project, generating leads is only one part of the equation. The key challenge was reaching the right audience and ensuring that increased campaign activity translated into genuine buyer interest and quality enquiries.
The campaigns also needed to balance project visibility with acquisition efficiency. Rising awareness had to be supported by stronger audience relevance, while the cost of generating each lead needed to remain sustainable for the sales process.
KONZE built the campaign around audience segmentation and performance-led targeting, refining audience groups based on campaign behaviour and lead quality. This helped focus advertising spend on prospects with stronger potential interest in the project.
We developed lifestyle and festival-led creatives that highlighted the project's premium positioning, family-oriented spaces and modern living experience. Creative variations were continuously tested through A/B testing, allowing us to identify stronger-performing messaging, formats, and visual directions.
Campaign performance was monitored continuously across key metrics, with insights used to optimise audience targeting, creative performance and cost efficiency. This iterative approach helped improve lead quality while maintaining consistent enquiry volumes for the sales team
The strategy delivered a 140% increase in project awareness, significantly expanding Essence 51's visibility among its target audience.
Through continuous campaign optimisation and A/B testing, cost per lead was reduced by 38%, improving acquisition efficiency while maintaining a stronger focus on lead quality.
The combination of targeted campaigns and relevant lifestyle communication also supported a steady month-on-month increase in enquiries, giving the sales team a more consistent flow of potential buyers.