Two Audiences, One Strategy: MAK Prime Square's Podcast Approach That Captivated Local and NRI Investors
“I recommend you don’t buy ANY commercial property…”
This provocative statement isn’t what you’d expect from a real estate promotion. But that’s exactly what made MAK Prime Square’s innovative podcast-style ad campaign so effective.
Client Strategy & Execution
MAK Prime Square is a commercial space that faced a unique challenge: how to attract two distinct investor demographics to their commercial property. Their solution was brilliantly strategic—create a podcast-style ad campaign featuring real estate influencer Gaurav Salian that would deliver tailored messages to each audience.
The execution involved producing two distinct video ads that appeared organic and conversational rather than promotional. Each video was carefully scripted to begin with an attention-grabbing hook, followed by educational content that established authority and trust before positioning MAK Prime Square as the ideal investment solution.
The Power of Conversation
When Gaurav Salian sat down to discuss commercial investment opportunities, he didn’t deliver a traditional sales pitch. Instead, he sparked authentic conversations that resonated with two distinct audiences: local Mangalore investors and NRIs from GCC countries.
For Mangalore residents, the hook was equally compelling:
“And a lot of smart investors are predicting this about Mangalore…”
This storytelling approach transformed typical real estate advertising into engaging content that felt more like valuable investment advice than promotional material.
Tailored Messaging, Impressive Results
The campaign’s brilliance lay in its targeted approach:
- For NRIs: The focus was passive income and the strategic advantages of Indian commercial real estate, addressing the unique concerns of overseas investors.
- For Mangalore Investors: The narrative highlighted the city’s rapid transformation into a business hub, positioning MAK Prime Square’s State Bank area location as the premium choice for local entrepreneurs.
This strategic segmentation paid off remarkably:
- 75 qualified Mangalore leads at ₹315 per lead
- 59 NRI leads at ₹402 per lead
Beyond Traditional Advertising
By adopting a podcast format, MAK Prime Square created content that educated and engaged rather than simply promoted.
The campaign’s success reinforces a powerful marketing truth: conversations build stronger connections than traditional advertisements. By positioning MAK Prime Square as the solution to specific investor needs rather than simply a product to be sold, the campaign achieved both credibility and conversions.