InvestoXpert is looking to innovate in the real estate sector. The company recently announced its latest initiatives as it embarked on a significant recruitment drive to expand its team by over 200 new hires this year. This effort is part of its ‘Leveling Up” campaign, designed to scale operations and enhance its presence in key markets.
In addition to InvestoXpert recruitment efforts, it announced the opening of a new office in East Pune and the expansion of its footprint in Bangalore to meet increasing demand. InvestoXpert’s growth strategy includes plans to tap into emerging markets, with future expansions targetting cities like Ahmedabad.
Medianews4u.com caught up with Dev Makkar, AVP Marketing, InvestoXpert
Q. How did InvestoXpert’s partnerships with Google and Meta lead to an 80% revenue increase in FY 23-24?
We at InvestoXpert, have collaborative arrangements with Google and Meta, which have made high-end targetting and data-driven marketing approaches possible. The platform showed the current direction of consumer behaviour that was compared to higher engagement, conversion, and sales through enhanced ad placements.
Using Google Ads and Meta’s advertising solution, we reached a wider audience through cost-effective campaigns for outstanding results.
Q. How will these partnerships be built? Could you talk about the Google Premier Partner status?
Being a Google Premier Partner testifies that InvestoXpert has the potential to increase business through Google Ads. With these tools and expertise, there is also a chance of acquisition with more prominent features and support from Google, and by having more polished campaigns.
Future development will be efficient collaboration with better features, new formats in advertising, and even emerging technology to be ahead in the market.
Q. Will most of the marketing spend be dedicated to digital this fiscal? Will there be any change in the media mix?
Yes, we will continue the digital-first approach with a minimum investment in online mediums; however, the media mix will change with a balance between digital and traditional. The company may invest in outdoor advertising and event sponsorships in localized media, especially in markets like Ahmedabad and Bangalore.
Q. For this fiscal what goals have been set in terms of revenue, and brand building?
We would continue to grow in terms of revenue as well as brand value. The focus here remains on market share through aggressive expansion to new cities such as Ahmedabad and Dubai. On the brand front, it would help solidify our company as a number one real estate advisor via marketing and PR, further increasing credibility and trust among property seekers.
Q. What role do events like Ekam and Maha Property Day play for the company?
We believe that events like Ekam and Maha Property Day are essential methods of forming consumer communities, which can be beneficial for facilitating a direct contact with customers. That, in itself, enhances the brand’s presence and sales to a large extent through being able to showcase their projects, offer special offers, and meet potential customers.
Q. How did the idea of the ‘Leveling Up’ campaign come about? What are the different facets of it?
The ‘Leveling Up’ campaign was inspired by the rapid growth and vision of scaling the company further. In short, it comprises various aspects of recruitment to bring on board new members, expansion in key locations like Pune and Bangalore, and a renewed commitment to digital innovation. So, the campaign reflects the ambition of taking the position in the market further ahead.
Q. How is the campaign being built upon during the festive season? How important is the festive season for the category?
We are expecting the ‘Leveling Up’ campaign will gain momentum during this festive season, with offers and special deals that will attract buyers to the property. The festive season is the most critical time for real estate since it is regarded as the auspicious investment period. Festive-themed content, influencer campaigns, and promotional events will be the key engagement drivers for this campaign.
Q. Influencer marketing will be used much more by companies across categories during the festive season. What are InvestoXpert’s plans in this regard? Will the company use hyperlocal or national influencers?
We will continue to focus on both hyperlocal influencers and national ones to push for the maximum reach possible. Hyperlocal influencers would talk to specific regional audiences in places like Bangalore or Pune, while national influencers would be there to help build awareness and broad brand credibility. The mix of both will see a comprehensive reach.
Q. What role do AI and data analysis play in enhancing the efficiency of marketing spending?
We base our marketing strategy on AI and data analysis. These help optimise campaign performance in ways such as analysing user behavior, predicting trends, fine-tuning ad placements, and far more. Through AI-driven insights, it is possible to provide personalised content, thus ensuring that marketing dollars end up very efficiently with maximum ROI.
Q. How does the company define ROI when it comes to marketing and ad spending?
The return on investment is measured in a set of KPIs that includes conversion and cost-per-lead metrics to sales growth. In our case, it is not only about immediate sales but also long-term brand equity and acquisition costs for customers, where the sustainability of growth will be assured.
Q. How important are explainer videos and engaging content to educate consumers on the offerings?
I think explainer videos and rich content are very important in light of the simplification of complex offerings of real estate. They educate the investors about the features and benefits of a given property and deliver the value associated with investing in that property. Video content increases the engagement of its users and is a very important part of the strategy for achieving our goal of trust and educational empowerment of consumers.
Q. When the company targets property seekers and investors in both residential and commercial sectors are the marketing strategies slightly tweaked depending on the category and market?
I think marketing strategies are created differently for a particular segment. Take a residential property as an example: it is going to focus more on emotional appeals and lifestyle benefits, whereas in the case of a commercial property, it will focus more on ROI, location advantages, and business growth. Geographical regional preferences and market trends also govern and influence how segments would be done for customization for campaigns.
Q. What are the future expansions targeting cities like Ahmedabad, and Dubai?
We are currently targetting Ahmedabad and Dubai in the region-based approach. Ahmedabad has a huge demand for residential as well as commercial properties, and on an international level, the market in Dubai is very attractive. We can capitalise on the rising requirement for real estate in such geographies through local partnerships and strategic marketing.
