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CLIENT - Alt DRX

OFFER - Consumer Insight, Brand Strategy, Identity Design & Growth

INDUSTRY - Real Estate, Fin Tech

Blueprint for Real Estate Tokenization

Strategic Market Entry, Consumer Insight, Brand Identity & Growth for Alt DRX

Real estate investment has traditionally been a domain reserved for the affluent, with prime properties accessible only to those with substantial capital. This exclusivity has left a vast majority of middle-class investors in India on the sidelines, unable to participate in the lucrative real estate market. Despite the potential, only 5% of these investors were aware of fractional ownership as a viable option, and a staggering 70% expressed skepticism about the security and transparency of such investments. Alt DRX aimed to change this narrative.

They envisioned a platform that would democratize real estate investment, making it accessible, affordable, and transparent for the average Indian investor. To bring this vision to life, Alt DRX partnered with Vamos Digital to develop a comprehensive brand strategy, conduct in-depth market and consumer research, and create a compelling visual identity that would resonate with their target audience.

10 X SIGNUP GROWTH

Enabled through optimized engagement strategies and tailored content, resulting in a tenfold increase in user registrations

59% COST REDUCTION

Streamlined lead generation and precise ad targeting significantly lowered cost per signup by 59%

5 X INSTAGRAM GROWTH

Enhanced content strategies and community engagement boosted Instagram followers fivefold, increasing brand visibility and engagement

PROGRESS

What I found most impressive about Vamos was their deep understanding of digital innovation and their ability to integrate it into every aspect of our strategy. Their unique approach wasn't just about following best practices; it was about creating a path that specifically matched our vision. Their solutions were not only effective but also bespoke, reflecting our specific needs and the nuances of the market we are addressing. This blend of innovation, customization, and a forward-thinking mindset set them apart, making them a valuable partner in our journey.

Avinash Rao
Founder, Alt DRX

Challenge

As India's real estate market expands, digital platforms are struggling to connect with a broader audience. Recent research indicates that over 60% of middle-class Indian consumers feel under informed about digital real estate investments, signaling a gap in market communication

Studies show that nearly 70% of potential investors are unable to differentiate between various digital investment platforms due to similar branding strategies. This confusion contributes to hesitancy in adoption and investment

Research reveals that over 55% of potential digital real estate investors in India hesitate due to a perceived lack of transparency and complexity in the investment process

Solution

NEED TO

BUILD TRUST

60% of surveyed individuals cited trust and transparency as their primary concerns when considering fractional real estate investments

LOWER TICKET VALUE

Millennials and Gen Z

make up 55% of the interested demographic, with a significant portion looking for investments under INR 50,000

Alt DRX entered the competitive fractional real estate market, facing several key challenges :

Need for Differentiation and Visibility - As a newcomer, Alt DRX needed to establish a distinct presence in a market populated with traditional and emerging competitors, necessitating a robust brand positioning to highlight its unique value propositions.

Engaging a Diverse Audience : With fractional real estate being a relatively novel concept in India, it was crucial to engage and educate a diverse audience base, from savvy millennials to more conservative Gen X investors, about the benefits and mechanisms of fractional ownership.

Scalability and Sustainability : Alt DRX needed to ensure that its brand messaging and market positioning were scalable and aligned with its long-term goals to support sustainable growth.

Market Education and Trust Building : Building trust and educating the market were paramount due to the nascent nature of fractional ownership in India, requiring clear communication to overcome skepticism and establish credibility.

Strategy Development

Initial Assessment and Workshops: Vamos Digital initiated the engagement with a series of strategic workshops with Alt DRX stakeholders. These sessions were instrumental in identifying the core audience's needs and defining long-term goals.

Brand Positioning: Alt DRX was positioned as a gateway to simple, flexible, and secure real estate investment. Emphasizing affordability and ease of entry, the brand aimed to attract professionals and small investors who had previously found real estate investment out of reach.

Consumer Insights

Comprehensive Research Strategy: Employing a mixed-methods approach, Vamos Digital segmented the audience demographically and psychographically. Quantitative surveys provided a macro view of market trends, while qualitative interviews offered deeper insights into personal investor narratives.

Insights and Implementation: The research identified a strong demand for trustworthy and understandable real estate investment options. These insights led to the development of targeted marketing strategies and educational content designed to demystify the investment process and highlight the safety and potential returns of fractional real estate.

Visual Identity Design

Logo and Brand Elements: The new logo featured interconnected elements that symbolized the collective and inclusive nature of fractional investments, while the color palette and typographic choices conveyed trust, stability and modernity.

Leveraging User generated content & Performance Marketing

Alt DRX, venturing into the competitive fractional real estate market, aimed to significantly expand its market presence and increase signups. Working closely with our performance marketing partners, we facilitated robust digital campaigns that resulted in a remarkable 10X growth in signups and a 59% reduction in cost per signup.

The campaign's success was driven by strategic refinements in consumer insights and precise audience targeting, shifting focus from a broad national reach to more specific metro areas. Region-specific user-generated content also played a pivotal role, accounting for a substantial portion of the campaign's impact and success.

This approach was further bolstered by significant growth in social media engagement, including a 5X increase in Instagram followers and the successful establishment of a YouTube presence, underscoring the effectiveness of the combined strategy.