Aurelia Villas, a luxury villa development built for NRI buyers, was running the same mass-market real estate ads as every mid-market apartment project nearby — and paying for a flood of curious local browsers who never booked. Here's how curated NRI targeting, timezone-aware scheduling and video-call booking flows cut cost per booked site visit by 44% while lifting the quality of who actually showed up.
Aurelia Villas
Luxury villa development targeting NRI buyers, Coimbatore
High cost, low buyer fit
Mass-market ads pulling curious local browsers, very few genuine NRI bookings
5 months
Ongoing performance marketing retainer
Performance Marketing + NRI Campaign Design
Curated targeting, timezone scheduling, video-call booking flows
Aurelia Villas is a genuine luxury product built for NRI buyers — but its campaigns were built like every other real estate ad in the market: broad targeting, generic brochure creative, and a "book a site visit" form that assumed the buyer was local and free on a weekday afternoon. NRI buyers don't work that way — they browse odd hours dictated by timezone, want to see a serious video walkthrough before committing to a flight home, and expect a direct line to someone who can talk numbers over a video call. Instead, the budget was pulling in local browsers curious about a landmark project, most of whom booked a visit and never seriously considered buying.
Mapped the geographies with the heaviest concentration of NRI buyers for this project — US, UK and Gulf markets — along with their timezone-shifted browsing patterns.
Replaced the generic project brochure with a proper video walkthrough, drone footage and legacy-home-plus-investment messaging built specifically for an NRI mindset.
Shifted ad delivery to match evening and weekend browsing hours in each target country instead of running on an India-only clock.
Introduced a "book a video call" option alongside "book a site visit," letting NRI buyers pre-qualify with the sales team before ever booking a flight home.
Excluded low-intent local audiences and budget-draining geographies, reallocating that spend into the highest-converting NRI segments.
Set up a dedicated NRI relationship manager and a timezone-appropriate WhatsApp nurture sequence to carry leads through to an India visit.
Luxury and NRI targeting reward precision over volume. Cutting audience size by more than half while sharpening intent signals is what dropped cost per booked visit — chasing reach here would have made the problem worse, not better.
Curated NRI targeting and timezone scheduling cut wasted spend on unqualified local browsers.
The buyer mix shifted decisively toward the audience this project was actually built for.
Pre-qualifying over video before a site visit meant far fewer wasted flights and walk-ins.
"Our biggest problem was never traffic — it was the wrong traffic. Once the targeting was rebuilt around how our actual NRI buyers search, browse and book, our cost per site visit dropped by nearly half and the people walking in were finally the people this project was designed for. Video-call bookings alone have changed how our whole sales team works."
Cost per booked site visit is calculated from ad-platform spend divided by CRM-confirmed, sales-attended site visits, not raw form fills. NRI buyer share is tagged by the sales team at first qualifying call based on stated residency and buying intent. Timeframe and starting baseline stated above, as with every case study we publish.
We'll review your current campaigns and cost per site visit, benchmark you against three competing projects in your micro-market, and show you exactly where your lead budget is leaking — with a plan to fix it. Confidential and free.
Contact Sales →