Marketing luxury: TVG's strategy for excelling in the high-end real estate arena 

The company

At the forefront of innovation and expertise, The Virmani Group (TVG) boasts a portfolio that includes TVG Management Consultancy, TVG Realtors, TVG Migration Services, and TVG Citizenship by Investment under its umbrella.

With the Virmani family at its helm, this multifaceted management business, headquartered in Dubai, offers a comprehensive range of services, including business setup consulting, real estate brokering, immigration management, and document clearance. Committed to delivering hassle-free and cost-effective solutions, TVG strives to help clients achieve their personal and business goals.

Given that the UAE has undeniably emerged as one of the most sought-after destinations for expatriates to settle, it inevitably becomes the go-to solution, not only for finding and managing paperwork for a home but also for initiating a business. Ansh Virmani—the 25-year-old CEO of TVG Realtors—discusses his vision for the company and how Zoho fits into it. (Note: All statements within quotation marks are directly from Ansh himself)

The problem

Ansh recognizes that within a competitive real estate market, consistent communication and personalized engagement play a crucial role. Furthermore, establishing a trustworthy and reputable brand is essential for gaining the confidence of individuals involved in high-value transactions.

"The challenge is to keep up with the ever-evolving AI algorithms of all the social media platforms and understanding them. and implementing a marketing plan accordingly. Sometimes, we think we've figured everything out, but then something changes." The fact that  emails hold a distinct advantage over social media due to their resilience against the constant changes and unpredictability of algorithmic shifts, TVG Realtors employed it as a key channel.

TVG was also keen on delivering pertinent information to the appropriate audience in the most efficient manner, ensuring trust in the communication channel and enabling effective follow-up. This decision allowed them to connect with the right clients, share updates on new property listings, provide market insights, and offer personalized recommendations. The added bonus was that email marketing, being a dependable and trustworthy channel, promised a high ROI.

The solution

Before integrating with Zoho Campaigns, TVG relied on manual methods for email marketing. However, adopting Zoho Campaigns marked a significant transformation in TVG's email marketing strategies, as the platform provided the company with several key benefits.

"Email has played a crucial role for us. We share information about new property launches and market insights through emails. For instance, if someone is interested in a project in a specific area, we send them personalized updates about the developments in that vicinity. It could be something as exciting as a new pizza place opening around the corner or a new golf course nearby. We aim to make it personalized and relevant."

While more specialized discussions occur during calls and meetings, email remains a crucial touchpoint. Dealing with the entire Dubai region requires TVG to ensure that their client database is organized based on regions and other relevant details using segments.

The TVG group also conducts A/B testing at various times to understand which segments of their audience is actively engaging with their emails. "After sending a few emails, some people may choose to unsubscribe, so gaining insights into these behaviors is essential for us. Email is one of my favorite platforms because it allows us to send a weekly update to our clients or potential clients without being overly pushy or annoying. So emails, for me, are definitely a valuable tool."

The benefits and ROI

In managing their email marketing strategy, TVG Realtors aims to avoid overwhelming their audience by taking a selective approach. They try not to send out too many emails and to reach out to a maximum of 400 to 500 people every month—mainly loyal subscribers who anticipate TVG's marketing insights. "

We've observed a conversion rate of roughly 10%, with even more prospects in the pipeline. I vividly recall our first significant success in March; a single email campaign generated an impressive 405 leads. From this pool, we converted five clients who have since become like family. We maintain constant communication and have expanded our network through their referrals."

Looking ahead

With plans to expand their footprint in the UAE and explore emerging markets, the company is committed to maximizing value for both themselves and their clients. "We're trying to maximize the value for our company and for our clients through technology, with a keen focus on email marketing as it ensures that we maintain that personal touch, understand our clients' preferences, and offer valuable insights."

To know more about The Virmani Group, click here.