Modern Living Redefined: Tranquility’s Journey to Affordable Comfort & Connectivity in Pune

Brand Overview

Tranquility Annexe is a residential housing project by Jhala Group, located in Manjri / Shewalewadi, Pune. 

The project offers compact and value-oriented apartments — including 1 BHK / 2 BHK (and budget-friendly configurations) — designed to deliver affordable, modern living. 

With amenities like a clubhouse, gym, children’s play area, landscaped gardens, security features, and essential infrastructure such as lifts, parking, and power backup, Tranquility aims to offer a balance of convenience, connectivity, and comfort for young families, working professionals, and first-time homebuyers. 

The Challenge

At the time of bringing Tranquility Annexe under marketing strategy, the project faced typical challenges for affordable-to-mid-segment residential developments:

• Low initial visibility and awareness in a competitive Pune housing market.
• Need to position the project as a value-driven yet quality home option — not just “budget,” but offering decent amenities and infrastructure.
• Targeting a diverse demographic — first-time homebuyers, working professionals, small families — while ensuring lead quality.
• Need to communicate clearly the benefits: compact apartments, good connectivity (to workplaces, transport, city), and community-style living with amenities — to overcome doubts around small apartments / price sensitivity.
• Balancing affordability with perceived value — making sure that smaller unit sizes don’t compromise on living standards or buyer confidence.

Objectives

Working with Jhala Group, our objectives were:

1. Generate a steady flow of qualified enquiries from potential homebuyers interested in 1–/2-BHK budgets.
2. Improve lead-to-site-visit conversion and help convert interest into confirmed bookings.
3. Position Tranquility as a trusted, value-for-money residential option that doesn’t compromise on amenities or quality.
4. Build brand trust and comfort among buyers by highlighting amenities, location connectivity, and transparent pricing/specs.
5. Keep cost per lead (CPL) efficient and ensure good ROI from marketing spend — especially given the budget-conscious target segment.

Our Approach

1. Clarity-First Positioning & Honest Messaging

• Developed messaging that communicated Tranquility as “Affordable & Comfortable Living in Pune’s Suburban Growth Corridor” — emphasizing value, amenities, and connectivity.
• Highlighted key project advantages: compact & efficient apartment layouts (1/2 BHK), community amenities (gym, club, play area, garden, security), and cost-effective pricing starting from accessible price bands.
• Transparent communication — clear floor plans, unit sizes (e.g. apartments starting ~431 sq ft to around 693 sq ft) and price ranges — enabling buyers to evaluate realistically.

2. Full-Funnel Digital Marketing & Lead Generation Strategy

• TTop-Funnel (Awareness): Ran campaigns targeting Pune-based working professionals and first-time homebuyers who prefer affordable housing with decent amenities. Messaging focused on affordability + convenience + community.
• Mid-Funnel (Consideration): Retargeted those who engaged with awareness ads / viewed project pages / brochures with more detailed content: floor-plans, amenities list, location benefits, approximate EMI/pricing info — helping build interest and clarity.
• Bottom-Funnel (Conversion): For high-intent audiences, offered contact or enquiry forms (WhatsApp / Website / Call), quick response to queries, guided layout explanations, and scheduled site-visits or flat viewings (where possible).

3.  Lead Nurturing & Buyer Support Flow

• On enquiry capture — promptly shared unit plan, pricing & cost breakdowns, amenities list, and location connectivity details to help buyers evaluate value.
• Follow-up via WhatsApp / call to clarify doubts, explain layout and apartment suitability (especially for small families or first-time buyers), and assist with loan/finance information if required.

4.   Data-Driven Targeting & Cost Optimization

• Monitored lead quality, engagement (site page views, brochure downloads), conversion rate (enquiry ? visit/interest), and cost per lead.
• A/B tested creative formats — simple renders, floor-plan visuals, amenity-based promotions, and value-driven messaging vs premium-style messaging — to see what appeals best to budget-segment buyers.
• Optimized audience segmentation to focus on mid-income working professionals, newly married couples, small families relocating to Pune, and first-time homebuyers — reducing wastage and improving lead-to-conversion efficiency.

Results

Metric / Outcome	Before Campaign / Launch	After Campaign (6–12 months)	Relative Improvement / Outcome
Monthly Qualified Enquiries	Very low / baseline	Significant uplift	+ 4–5×
Enquiries from Target Buyer Segment (young professionals / couples)	Minor share	Large share of leads	Shift in lead quality
Cost per Qualified Lead (CPL)	High / Variable	Optimized	– 30–45% approx.
Lead-to-Site-visit or Visit-to-Booking Intent Conversion	Low	Improved consistently	2–3× better conversion rate
Digital Engagement (Website traffic, brochure downloads, lead submissions)	Minimal	Notable growth	+ 5–7×

Additional Impact:

• Established Tranquility Annexe as a credible, budget-conscious residential option in Pune’s real-estate landscape.
• Attracted first-time homebuyers, young families, and working professionals — boosting sales potential in a segment often underserved by premium-oriented developers.
• Reinforced Jhala Group’s image of affordable, quality-assured housing — increasing trust among buyers looking for value-for-money homes.
• Created a sustainable pipeline of leads and bookings — ensuring project momentum without excessive marketing spend.

Takeaways & Learnings

• For affordable / compact-home projects, clarity and honest communication (about space, amenities, pricing) create trust, and attract serious buyers.
• Value-for-money + amenity + connectivity proposition resonates well with first-time buyers and mid-income segments in Pune.
• A full-funnel marketing + retargeting + follow-up strategy works effectively even in budget housing, where purchase cycles can still be moderately long.
• Audience segmentation and creative testing are key to optimizing cost per lead and maximizing conversion efficiency.
• With right positioning, even smaller-unit projects can attract high-quality leads and strong conversion — challenging the notion that only premium apartments sell.