Media planning for Indian real estate, from a study of 2,000 projects across 5 cities. One brief, one recommended total, digital / outdoor / print off the same framework.
deterministic — same brief, same plan, for anyone on the team
The project1 / 3
What is being sold, and where
The brief
One brief drives digital, outdoor and print off the same recommended total.
Campaign objective
Bottom of funnel takes 25% of the budget — a launch is selling a project the market has not heard of, so the spend sits high in the funnel.
Inventory targeted to sell
What this campaign is targeting to sell — not the project's total inventory. Ticket accepts 2.5 Cr, 80 L or a plain number.
Budget
Both figures autofill. Typing in either switches only that field to manual.
0 stacks a pot on one location; 100 spreads hard before doubling up.
Premium pricing check (optional)
A planner input because the tool holds no live price feed. A ticket at or above 1.25x the prevailing rate triggers the premium CPL bands, as does any ticket at or above ₹5 Cr.
Campaign readiness
10.0 / 10
What the client has in place to convert what the media buys. It moves the cost of a qualified lead, a site visit and a booking — never the cost of a lead itself, because nothing on this list changes what a platform charges.
A judgement, not a measurement. The pointers are not weighted equally — response speed and contactability matter most, because that is where enquiries are lost.
Media planning for Indian real estate.
One brief produces one recommended total. Digital, outdoor and print are planned off the same framework — a deterministic engine drawn from a study of 2,000 projects across five cities, not a model call.
Reproducible
Same brief, same plan, for anyone on the team.
Traceable
Platform CPLs are solved, not asserted.
Instant and free
No latency, no per-plan cost. Works offline.
Auditable
Each plan runs ~20 arithmetic checks and shows every one.
Insomniacs