Real Estate Tech Client

Their challenges were clear:

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• One generic message was being used for very different buyer roles
• Sales, finance, and leadership teams cared about different outcomes
• Prospects were stuck with expensive tools or outdated custom systems, but no one was addressing this gap directly
• Geographic focus between India and the Middle East was unclear

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They needed a lead generation approach that reflected how real estate companies actually operate, not a one-size-fits-all campaign.

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ICP: real estate developers involved in residential and non-residential construction, with company sizes ranging from 200 to 1000 employees.

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Solution:

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We structured the campaign around three core decisions: geography, persona, and problem.

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Geography

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• India as the primary market (80% of outreach)
• Middle East as secondary (20%), focused on the UAE
• Started with South India, then expanded to other regions once traction appeared

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Persona Segmentation

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Instead of pushing one system to everyone, we split outreach by how decisions are made inside real estate firms.

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1. Sales, Marketing, and Business Development:

Focused on lead management, visibility, and workflow fit

Highlighted the cost and limitations of generic subscription tools

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2. Finance, Accounting, and Risk:

Addressed reporting gaps, control issues, and rigid legacy systems

Positioned modern custom systems as a replacement for outdated setups

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3. Founders and Senior Leadership:

Framed the conversation around business outcomes

Focused on efficiency, scalability, and long-term cost control

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Each persona received distinct messaging tied to their daily reality.

As conversations started coming in, a clear pattern emerged.

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On the sales and marketing side, most teams were unhappy with their current setup. They were either:

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• Paying heavily for off-the-shelf software that did not fit their workflows
• Using custom-built tools that had not kept up with new technology or reporting needs
• What they wanted was not another subscription. They wanted systems built around how their teams actually worked.

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On the finance side, the pain was equally strong. Teams were open to change because existing tools were either too rigid or too fragmented to support growing operations.

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This insight helped us double down on messaging that emphasized customization and modernization rather than replacement.

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Results:

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The campaign generated traction across both India and the Middle East. In 180 days we booked 27 meetings from 44 leads. 

Most importantly, the outreach validated a core truth for the client: real estate developers were actively looking for better systems, but only when the conversation reflected their reality.