Developer in Dubai South - testing Indian buyers, 158 qualified leads at $57
The developer sold only to UAE residents. A test on India with prices in rupees and videos in Hindi: 1,050 leads at $8.6, 158 qualified leads at $57 and 4 bookings in 2 months
An affordable developer (studios and 1BR in Dubai South from AED 700K) sold only to UAE residents through brokers. India buys more than any other foreign nationality, yet almost no property ads speak its language
Prices in rupees instead of dirhams, videos in Hindi, a booking fee with the balance over 3-4 years, separate campaigns for Mumbai, Bangalore and Hyderabad. The bot replies in English and Hindi, and qualified leads get a weekly online presentation
We will review your situation on numbers: current campaigns, cost-per-lead forecast, launch plan
Context
An affordable developer with studios and 1BR in Dubai South from AED 700K. Before the test it sold only to UAE residents through brokers
Task
The developer sold only inside the UAE. According to our study of the UAE property market, India buys more than any other foreign nationality, and only one developer advertises in Hindi
What we did
| Period | What we did | Spend | Leads | Qualified | Bookings |
|---|---|---|---|---|---|
| Week 1 | English creatives priced in dirhams across three cities | $1,000 | 92 | 9 | 0 |
| Week 2 | Price in rupees in the headline: the qualified lead got twice as cheap | $1,000 | 128 | 17 | 0 |
| Weeks 3-4 | Videos in Hindi, the bot replies in English and Hindi | $2,000 | 240 | 36 | 0 |
| Month 2 | Scaled rupees and Hindi, a weekly online presentation for qualified leads | $5,000 | 590 | 96 | 4 |
Result
- 1,050 leads at $8.6
- 158 qualified leads at $57: from $111 in week one to $52 in month two
- 4 bookings in the test; India became the developer’s second market
What worked
The price in the buyer’s currency. Rupees instead of dirhams: nobody has to convert to see whether the unit fits
Hindi. In a market where almost no one advertises in this language, a video in the buyer’s own language stands out by itself
A payment plan in rupees a month. A booking fee and the balance over 3-4 years, counted in a familiar currency, answers the «can I afford it» question
See also
Story of the week, number of the week, one campaign setup taken apart and what to do before the season. Dubai, Phuket, Georgia
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