As the saying goes – The only thing constant is change. Internet usage has evolved in India from being a mere medium to connect with friends to an expansive forum to grow your business and widen your reach. With the drop in the prices of smartphones and the introduction of affordable data plans by Reliance Jio, users from the tier 2 and tier 3 regions of the nation have joined the digital bandwagon and brands are leaving no stone unturned in targeting them.
However, when it comes to generating high-quality leads for your brand, just detailed targeting is not enough. Marketers need to find an emotional connect with the potential target audience to create a solid bond of trust and increase brand assurance. Keeping this in mind, we used multilingual advertising to help our real estate clients reach their target audience using Facebook marketing solutions. Keeping the vernacular approach in mind, we leveraged the reach and convenience of Facebook Form ads with the sole objective of lead generation. However, it was not just the ads that were vernacular, even the content in the forms was presented in a regional language to provide an end-to-end multilingual approach.
Casagrand is one of the top property developers in the country with a strong presence in the south. In an attempt to promote their recent project – Casagrand Smart Town – we used Facebook to advertise the project. Since the project is located in Thalambur, in the IT corridor of Chennai, we targeted both people working in the region and those who are looking for investing options in the area. The project is smartly priced at Rs 24 Lakhs, making it a great option for first time home buyers as well.
To begin with, we ran English ads on Facebook which resulted in a high CPL. Understanding the target audience is also Tamil speaking, we ran the same ads in Tamil as well. The regional ads generated 3x the number of leads and the CPL was almost 1/3rd. This resulted in almost a 9x better engagement with the same investment. This only proves that targeting your audience with a multilingual ad strategy helps both the consumers and the marketers.
L&T is a household name in our nation, known for top-notch residential and commercial developments that are landmarks of their own. L&T Praganya Eden Park is an integrated township located in Siruseri, with spectacular 3BHK apartments packed with new-age amenities and facilities. Again, since Siruseri is a hot destination for both IT professionals who travel to the locality every day for work and real estate investors looking for burgeoning areas to buy a home in, we targeted both the groups on Facebook through Tamil ads.
The campaign resulted in over 25% reduction of CPL with the average CPL of the campaign being 15% lesser than average CPLs in this micro market. Additionally, it generated multiple leads with 3 site visits.
Nisarg Greens located in Ambernath East, Mumbai, is one of the most coveted gated communities of the region with 1, 2 and 3 BHK apartments built in a luxurious plot of 25 acres. This property was promoted in Marathi to connect with the local audience and generate high-quality leads instantly. The price point of this project is attractive, making it a great buy for young families and those who have just started working. Consumers were targeted with an end-to-end multilingual marketing approach with both the lead forms and the ads being presented in Marathi. The campaign resulted in a 20% increase in qualified leads, out of which a whopping 15% contributed to walk-ins, and one successful booking!
Lancor Lumina 2020 is a newly launched community enclave offering premium lifestyle 2 and 3 BHK apartments in the fast-appreciating locality of Guduvanchery. The project was promoted on Facebook in both English and Tamil ads. The English ads and Tamil ads were run one after the other and resulted in 64% drop in CPL and 75% more number of leads.
This case study is an important example of the power of social media marketing and multilingual advertising. However, it is vital to understand that multilingual marketing is not just about translation. It is about creating an end-to-end marketing strategy in the language your target audience is comfortable in. This is exactly what we offer at 22 Languages.
With higher sales numbers and lower cost per lead, Digital Marketing Has Transformed The Real Estate Industry. Don’t forget to check out our Comprehensive Guide For Digital Marketing For Real Estate for a more in-depth analysis.
joseph2018-12-17 < Reply
Hi, Great post! Thank You, for such useful information. Really helpful artical. Thank….................................
Ayesha Rafeeq2018-12-19 < Reply
Thank you Joseph! Please do read our other blogs too :)
Raksha alter2018-12-14 < Reply
Very informative article.Helpful for digital marketers who are trying out vernacular marketing. Thank you
Ayesha Rafeeq2019-01-03 < Reply
Glad to know you found the blog useful. Check out this blog to know more about the top 12 vernacular startups in India.