All Case Studies
Real Estate Company Optimizes Marketing ROI with Trackable QR Codes
A comprehensive case study showcasing how a luxury apartment developer achieved 347% marketing ROI increase using Tomly.io's trackable QR codes across multiple advertising channels.
Published On April 28, 2025
Table of Contents
Case Study Overview
Industry
Real Estate (Apartment Sales)
Location
India
Implementation Time
3 months (Feb-Apr 2025)
Key Result
347% Marketing ROI increase
The Challenge: Measuring Offline Marketing Effectiveness
A real estate company was investing significantly in traditional offline advertising for their newest luxury apartment project but struggled with a fundamental marketing challenge: determining which advertising channels and locations were actually driving results.
Their offline marketing mix included newspaper advertisements in 3 local publications, billboard placements across 7 strategic locations in Coimbatore, bus advertisements on 12 routes covering different neighborhoods, and signage at 9 high-traffic commercial areas.
Specific Challenges:
- Attribution Gap: Inability to connect offline advertising exposure to website visits and inquiries
- Geographic Optimization: Lack of data on which neighborhoods yielded the most interested prospects
- Budget Allocation: Difficulty justifying expenditure across different advertising channels
- Conversion Tracking: No way to measure which offline advertisements resulted in actual property tours
- ROI Calculation: Missing data to calculate return on investment for each marketing channel
The Solution: Tomly's Trackable QR Code System
The real estate company implemented Tomly.io's trackable QR codes to bridge the gap between offline advertising and digital engagement, enabling precise attribution and performance measurement across all marketing channels.
Implementation Strategy
1. Geographic Segmentation
The company divided the city into strategic zones based on demographics and property investment potential:
North
Central
East
West
South
2. Channel-Specific QR Deployment
Billboards (7 locations)
Call to action: "Scan to Explore Your Future Home"
Strategic placement in high-visibility areas
Bus Advertisements (12 routes)
Message: "Your Dream Home is a Scan Away"
Covering key residential and commercial corridors
Commercial Signage (9 locations)
Tagline: "Luxury Living Awaits - Scan Now"
Mall and Airport stand-alone displays
Results: Data-Driven Marketing Transformation
After three months of implementation (February-April 2025), Tomly.io's trackable QR codes revealed critical insights that transformed the marketing strategy:
Overall Performance Metrics
4,783
Total QR Scans
892
Qualified Property Inquiries (18.6%)
317
Property Tours Scheduled (6.6%)
96
Booking Appointments (2%)
Geographic Performance Analysis
| Zone | Total Scans | Conversion Rate | Key Insight |
|---|---|---|---|
| North | 1,847 | 22.40% | Highest overall performance |
| East | 1,249 | 19.20% | Strong in tech corridor areas |
| Central | 968 | 16.80% | High scan rate but lower conversion |
| West | 512 | 14.30% | Lowest overall engagement |
| South | 207 | 11.20% | Poor performance despite high traffic |
Advertising Channel Effectiveness
| Channel | Scans | Cost per Scan | Inquiry Rate | Performance |
|---|---|---|---|---|
| Bus Advertisements | 1,876 | ₹127 | 21.30% | Best overall performance |
| National Newspaper 1 | 943 | ₹325 | 17.60% | Weekend edition outperformed weekday |
| Billboards | 892 | ₹512 | 16.50% | Performance varied by location |
| National Newspaper 2 | 418 | ₹398 | 14.20% | Lower volume but quality leads |
| Commercial Signage | 367 | ₹286 | 19.10% | Airport location highest quality |
| Regional Newspaper | 287 | ₹312 | 9.80% | Underperformed expectations |
Business Impact: Measurable Results
347%
Marketing ROI Increase
47%
Increase in qualified property inquiries
43%
Reduction in cost per lead (₹4,870 to ₹2,760)
Key Insights & Strategic Actions
Top Performing Locations
North Zone Leadership
487 scans, 28.7% conversion
Affluent demographic perfectly matched luxury positioning
Mall Signage Success
312 scans, 24.3% conversion
High-intent shoppers in luxury retail environment
IT Corridor Billboard
298 scans, 22.1% conversion
Target demographic during rush hour traffic
Strategic Actions Implemented
Budget Reallocation
- Shifted 40% of South zone budget to North zone
- Increased bus advertisements by 35%
- Reduced billboard spend in underperforming areas
Content Optimization
- Redesigned landing pages based on scan data
- Location-specific messaging by neighborhood
- Added relevant resident testimonials
Key Lessons Learned
- Hyperlocal targeting matters significantly: Even within a single city, neighborhood-level targeting creates dramatic differences in marketing effectiveness
- Channel effectiveness varies by location: Bus advertisements performed exceptionally well in some areas while billboards were more effective in others
- Digital bridge is essential: Connecting offline advertising to online engagement through QR codes made the entire customer journey measurable
- Data changes assumptions: Several areas assumed to be prime markets based on demographics actually underperformed in practice
- Attribution drives optimization: Once each channel and location became fully attributable, budget optimization became straightforward and objective
Conclusion: Transforming Real Estate Marketing with Data
By implementing Tomly.io's trackable QR code system, the real estate company successfully bridged the gap between offline advertising investment and measurable digital engagement. The comprehensive attribution system revealed which marketing channels, locations, and demographics were truly driving qualified prospects.
The 347% increase in marketing ROI demonstrates how proper tracking and data-driven optimization can transform traditional real estate marketing from guesswork into a precise, profitable system. The insights gained enabled strategic budget reallocation, content optimization, and sales process improvements that continue to drive business growth.
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