- Speed of follow-up decides lead quality as much as the ads do.
- Use Google search for high-intent buyers and Meta for reach and remarketing.
- Show price range, configuration and location early to filter out casual enquiries.
- Every ad and page in Maharashtra should carry the project’s MahaRERA details.
In Mumbai real estate, the problem is rarely getting leads. It is getting leads who pick up the phone, fit the budget and actually visit the site. This playbook is how we approach it for projects across the western suburbs, Thane and Navi Mumbai.
Start with compliance
Projects in Maharashtra need to show their MahaRERA registration details in advertising, including the QR code where required. Build this into every ad template, landing page and brochure from day one, so creative never has to be redone.
Google search: catch buyers who are already looking
People searching “2 BHK in Goregaon West” or a project name are close to a decision. Run tight search campaigns on:
- Location + configuration searches, such as “3 BHK Powai”
- Your project and developer name, so competitors do not take those clicks
- Nearby landmark and micro-market searches
Meta ads: create demand and remarket
Instagram and Facebook are where buyers discover projects they were not searching for. What works:
- Short vertical walkthroughs and view videos in the first three seconds
- Lead forms with a qualifying question about budget or configuration
- Click-to-WhatsApp ads for buyers who prefer chatting to forms
- Remarketing to website visitors and video viewers with amenities, floor plans and offers
Your landing page should do the qualifying
A project page built for ads should show the view, price range, configurations, carpet areas and location advantages above the fold, with a short form. Buyers who still enquire after seeing the price are far more likely to visit.
Follow up within minutes, on WhatsApp
Leads go cold fast. Set up an instant WhatsApp message with the brochure and floor plan, then a call from the sales team as soon as possible. Track every lead in a CRM with stages like new, contacted, site visit booked, visited and booked, so you can see which campaigns produce visits, not just forms.
Use video across the funnel
A project film for the website, short reels for ads and a walkthrough for WhatsApp follow-up let buyers shortlist from home. Many visits now happen after the buyer has already seen the flat on video.
Measure cost per site visit
Cost per lead is a starting point. The number that matters is cost per site visit and cost per booking. Review it weekly by campaign and creative, and move budget to whatever produces visits.