Real Estate
Selling land by turning plots into life stories
2.6x
Qualified site visits
Stone & Acres
- Industry
- Real Estate · Plotted Land
- Timeline
- 4 months
- Budget
- ₹18L ad + content
- Services
- Campaign, Copywriting, Performance
Plotted land is a commodity, so every competitor sold on price and drowned in low-quality leads. Stone & Acres needed buyers who were serious, not just curious.
The constraints
- A high-ticket, long-consideration purchase.
- Skeptical buyers wary of land scams.
- A market racing to the bottom on discounts.
The strategy
Stop selling land; start selling the life it makes possible. Pair narrative campaigns with a qualifying funnel so spend chased intent, not clicks.
The execution
- 01Wrote story-led ad scripts that turned plots into futures.
- 02Built persona landing pages (retirement, investment, second home).
- 03Added a lead-qualification step before the sales handoff.
- 04Layered retargeting around the story arc.
The results
| KPI | Before | After | Change |
|---|---|---|---|
| Cost per qualified lead | ₹2,400 | ₹1,490 | -38% |
| Qualified site visits | Base | 2.6x | +160% |
| Lead → site visit | 19% | 27% | +44% |
| Junk leads | High | Low | -50% |
Key learnings
Story did the qualifying that discounts never could — it attracted buyers who could already picture themselves there.
He didn't write us ads. He wrote the reason people finally said yes to a piece of land.
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