From Hope to Home: Mahalunge Riviera’s Path to Quality Living in Pune’s Growth Corridor

Project / Brand Overview

Mahalunge Riviera is a residential development located in Mahalunge, Pune by Jhala Group. The project offers modern 2 BHK and 3 BHK apartments, designed to deliver comfort, convenience, and value for homebuyers seeking homes in Pune’s rapidly developing western suburbs. 

Spread across multiple towers and several acres, Mahalunge Riviera combines essential home amenities (good ventilation, robust construction, design-focused layouts) with lifestyle features and community infrastructure, aiming to serve working professionals, small families, and first-time buyers. 

The Challenge

At the time of marketing and promotion, Mahalunge Riviera faced a set of typical challenges:

• As a newer project in a developing locality (Mahalunge), it had limited visibility and awareness among potential homebuyers compared to more established neighbourhoods.
• Need to communicate value proposition clearly — 2/3 BHK apartments, amenity-rich living (clubhouse, pool, landscaped gardens, security, etc.), connectivity to major roads and IT hubs — to stand out among competing projects.
• Convincing buyers to invest in a developing area, when many remain hesitant if infrastructure/amenities are still in progress or locality is emerging.
• Attracting serious, quality leads (buyers genuinely interested in owning) rather than casual inquiries or opportunistic interest.
• Managing buyer expectations around build quality, amenities delivery, and project timeline — given the typical uncertainties associated with new residential projects.
  

Objectives

In partnership with Jhala Group, the marketing & communication goals for Mahalunge Riviera were:

1. Generate a steady flow of qualified enquiries from potential homebuyers (2 BHK / 3 BHK target segment).
2. Improve lead-to-site-visit & site-visit-to-conversion rates by building trust and clarity through transparent presentation of project details.
3. Position Mahalunge Riviera as a trusted, value-driven residential option — offering a balance of affordability, amenities, connectivity and lifestyle.
4. Build strong digital presence and brand storytelling to communicate benefits of living in Mahalunge — convenience, community, connectivity, and home-ownership value.
5. Optimize marketing spend and lead acquisition cost, to ensure efficient scaling without compromising lead quality.
   

Our Approach

1. Value-Driven Positioning & Transparent Messaging

• Developed messaging around “Smart, Comfortable Living in Pune’s Growth Corridor” — highlighting apartment configurations (2/3 BHK), amenity-rich living (pool, gym, clubhouse, garden, security, backup, parking), and connectivity to key areas via major roads and expressway.
• Created clear, honest communication about unit sizes (e.g. 2 BHK: ~715–950 sq ft; 3 BHK: ~1000–1150 sq ft) and approximate starting prices — helping buyers evaluate value realistically.
• Emphasized lifestyle-oriented visuals: amenity highlights (swimming pool, landscaped gardens, clubhouse, gym), building exteriors, and sample floor plans to help prospects visualise living experience even before possession.
  

2. Full-Funnel Digital & Performance Marketing Strategy

• Top-Funnel (Awareness): Ran campaigns targeting working professionals, small families, and first-time homebuyers in Pune — emphasising affordable-luxury positioning, connectivity, and project amenities.
• Mid-Funnel (Consideration): Retargeted users who engaged with ads / visited website / downloaded brochure — sharing more detailed content like floor plans, amenity lists, approximate price ranges, and locality benefits.
• Bottom-Funnel (Conversion): For high-intent audiences, deployed lead-gen ads, contact/ WhatsApp enquiry options, and facilitated site-visit or flat-viewing scheduling (where possible).

This funnel ensured a steady flow from awareness ? interest ? enquiry ? potential booking.

3. Lead Nurturing & Transparent Buyer Communication

• On enquiry, promptly shared project brochure, floor plans, configuration details, amenities list, and approximate pricing/unit size info — to help prospects evaluate suitability.
• Maintained consistent follow-up via WhatsApp / call / email to answer queries about layouts, possession timelines (project status), parking, amenities, and connectivity — reducing hesitation among first-time buyers.
• Emphasized realistic expectations and clarity about handover timelines, flat status (ready/under-construction), and amenity delivery — building trust and credibility for buyers investing in a developing area.

4. Data-Driven Targeting & Campaign Optimization

• Tracked key metrics: lead quality, lead source, engagement (website visits / brochure downloads), conversion rate from enquiry ? site-visit ? booking interest, cost per lead (CPL).
• A/B tested creative formats (floor-plan visuals, amenity-focused ads, locality-benefit ads), message angles (affordability + convenience, lifestyle + connectivity, investment potential), and calls-to-action (book visit, enquire now, download brochure).
• Optimized audience segments to prioritise working professionals, small families, first-time homebuyers — mirroring the target demographic for 2/3 BHK units — thus minimizing wasted ad budget and improving lead-to-conversion efficiency.

Results 

Metric / Outcome	Before Campaign / Launch Baseline	After Campaign (6–12 months)	Improvement / Outcome
Monthly Qualified Enquiries	Low / minimal	Significant uplift	+ 4–6×
Enquiries from Target Buyer Segment (working professionals / small families)	Small share	Large share	Shift to higher-quality leads
Cost per Qualified Lead (CPL)	High / unstable	Optimized via targeting & retargeting	– 30–50% approx.
Lead ? Site-Visit / Booking?Interest Conversion Rate	Low	Improved substantially	2–3× higher conversion efficiency
Digital Engagement & Project Visibility (Web traffic, Brochure Downloads, Enquiries)	Minimal	Noticeable growth	+ 5–7×

Other Impact:

• Positioned Mahalunge Riviera as a trusted, value-driven residential option in Pune’s western suburbs — combining affordability, amenities and connectivity.
• Attracted a diverse buyer base — working professionals, small families, young couples — improving sales potential and community mix.
• Improved market confidence in buying in emerging suburbs (rather than saturated central areas) through transparent communication and consistent lead nurturing.
• Created a sustainable demand pipeline for ongoing and upcoming units — reducing dependence on last-minute marketing pushes.

Takeaways & Learnings

• For mid-segment residential projects, clear communication, transparency, and value-focused positioning are essential to attract serious buyers.
• Even in developing localities, a balanced mix of affordability + amenities + connectivity resonates with buyers if presented with honesty and clarity.
• A full-funnel marketing + retargeting + follow-up framework works effectively for residential projects, helping convert long-decision-cycle buyers gradually.
• Targeted audience segmentation and creative testing helps minimize waste and ensure marketing budgets are used efficiently for quality lead acquisition.
• Steady lead nurturing and open communication — laying out project specs, timelines and expectations — builds trust, crucial for converting inquiries into bookings in emerging areas.