Background

Quikr, a relatively new player in the real estate online marketplace, faced several challenges. As it entered the competitive landscape, it needed to establish its brand presence and attract attention from builders, brokers, and potential home buyers and renters across India.

Objective

The company set ambitious goals:

  • Brand Respect and Recognition: Quikr aimed to build respect and recognition among builders and large brokers.
  • Broad Audience Pull: It also sought to create a pull for both luxury and basic home buyers and renters throughout the country.

Approach

Quikr adopted a parallel approach, combining curated and crowdsourced content with strategic advertising efforts:

  1. Curated and Crowdsourced Content:
    • Project Images: Quikr curated high-quality project images to showcase properties effectively.
    • Video Banks: A collection of videos provided visual insights into properties, neighborhoods, and lifestyle.
    • City-Wise Real Estate Reports: These reports offered valuable market insights.
    • Events: Quikr organized events to engage with its audience directly.
    • Broker and Builder Uploaded Content: Encouraging brokers and builders to share content enriched the platform.
  2. Advertising Efforts:
    • Major TV Commercials (TVC): Quikr invested in TVCs to reach a wider audience.
    • Social Media Ads: Leveraging social media platforms helped create buzz and engagement.
  3. Lead Generation
    • Organic: Lead forms on website, digital marketing on classified sites etc.
    • Inorganic: Multiple acquisitions were made for expansion

Outcome

Quikr’s strategic approach yielded impressive results:

  • High Traffic: Quikr became one of the highest traffic websites in India, with over 30 million monthly active users (MAU).
  • Acquisitions: The company made nine acquisitions, enhancing content quality and feature sets.
  • Traffic Surge: Traffic increased by 8-10 times.
  • Revenue Streams: Quikr established five new revenue streams.
  • Builder Engagement: Over 40 of the top 100 builders engaged with Quikr.
  • Leads Generation: Quikr generated 50,000+ leads per month.
  • B2B Signups: The platform secured 20+ B2B signups per city per month.
  • B2C Signups: Over 10,000 B2C signups per month were achieved.

In summary, Quikr’s strategic blend of content curation, crowdsourcing, and targeted advertising propelled it to success in the competitive real estate market.