Precision Luxury Leads for M3M The Cullinan

client

M3M India

role

Performance Marketing

Industry

Luxury Real Estate

year

2023

launch project

Project Overview

M3M India, one of India’s fastest-growing luxury real estate developers, partnered with us to drive high-quality leads for their premium project The Cullinan. The campaign aimed to reach a niche high-net-worth audience using CPQL (Cost Per Qualified Lead) via Display and Native traffic sources.

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The Challenge

The luxury real estate segment is saturated with high-intent noise, but limited signal. Our core hurdles:

Audience Precision: Reaching the ultra-targeted HNI segment interested in luxury properties
Engagement Optimization: Standing out amidst cluttered ad environments in the premium real estate space

Our Strategic Approach

At Infurage, we believe luxury needs relevance, not just reach. So we crafted a full-funnel strategy that connected M3M’s prestige with the digital habits of their ideal buyer:

Targeting

Demographic: Males aged 32–48 in Delhi NCR
Lifestyle: HNI audience, frequent flyers, and luxury enthusiasts
Interests: Luxury real estate, high-end vehicles
Professional: CXOs, tech leads, and entrepreneurs

Platform & Placement Strategy

Used high-visibility Display and Native ad placements
Focused on behavioral segments tied to high-income spending patterns
Delivered creative built for elevated UX, with strong visual cues and aspirational messaging

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Campaign Performance

Impressions: 1,500,000
Clicks: 12,000
CTR: 0.80%
Leads Generated: 350
Lead-to-Site-Visit Rate: 7% – 10%

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Outcome

This campaign validated that precision targeting + premium placements could generate quality over quantity. Through a tailored CPQL model, we helped M3M:

Reduce lead wastage
Improve sales-qualified pipeline
Maximize media ROI in a premium category

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