RealScale

A second stream of buyers for Victory Floors.

A lead generation channel for Sector 88A and Sector 89, running alongside everything you already have in the market.

Prepared for Laburnum Developers · August 2026

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Who we are

We run paid advertising for residential real estate in Delhi NCR.

We generate enquiries for a developer's projects and pass them to that developer's own sales team. That is the whole of what we do.

Campaigns running in this market today
We build the films, the pages and the forms ourselves
Enquiries reach your team the moment they come in

Rather than put someone else's numbers in front of you, we would rather walk you through how one of our live campaigns is actually built and managed, and let you judge the work on what you see.

Real Scale

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Where we fit

Nothing you are running today needs to change.

Your brokers carry on exactly as they are
Your listings stay where they are
Whoever runs your advertising now keeps running it

We build a separate campaign for the two projects, and every enquiry it produces comes to you and to nobody else.

Worth saying plainly, because portals commonly sell the same enquiry to several agents at once. Everything our campaign generates is produced for one developer and handed to one sales team.

Real Scale

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Before Real Scale

We spent a decade selling expensive things to people who take a long time to decide.

Real Scale is new to Indian real estate. The people running it are not new to performance marketing. Before this, Ankit ran two agencies overseas: InTheView Digital, working with luxury furniture, homeware and interior design brands, and Crush Campaigns, running large paid-acquisition accounts for consumer businesses.

A sofa, a kitchen, an interior design commission and a three crore home are not the same product. They are the same marketing problem. High price, long consideration, a buyer who researches for weeks, and a sale that closes in a conversation rather than in a checkout.

Real Scale · Track record

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Track record — scale

Maker&Son

Luxury furniture

Sofas and beds sold direct to consumer at a high ticket. Started in the UK and expanded into Australia, New Zealand and the United States while we ran the paid media.

£3M → £24M Revenue growth over three years

£3M in annual ad spend managed across digital channels, at an average ROAS of 8.0
Expanded from the UK into AU, NZ and the US

Real Scale · Track record

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Track record — launching from zero

Sophie Conran

Luxury homeware

A British design house. We were brought in to launch an entirely new furniture category alongside the existing homeware business, and to take the brand into the United States.

£1M+ Revenue in the first 12 months of a category launched from a standing start

£4M in revenue driven across non-furniture categories
Instagram following grown from 33k to 214k in 12 months
Expanded to the US

Real Scale · Track record

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Track record — lead generation

Anyon

Atelier & interior design

The closest thing in our history to what you are asking for. An interior design commission is a high-value enquiry that turns into a consultation, then a long decision, then a large cheque. The same shape as a site visit.

800+ Leads generated for the interior design line of business

Black Friday campaigns run at a ROAS above 15
Successful launch of the Dallas showroom

Real Scale · Track record

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Track record — performance at scale

Crush Campaigns ran acquisition for consumer businesses in North America.

Cora

7x spend, CAC down 20%

A subscription e-commerce business in women's health and hygiene. Ad spend scaled seven times over while cost of acquisition fell by a fifth.

Drop

5x acquisition

A cash-rewards app. Acquisition scaled five times by working ad spend and cost per acquisition together rather than chasing volume alone.

Accounts at this size are paced daily against a spend goal and a cost goal, on live dashboards, with funnel drop-off measured at every step. That machinery is what we bring to a property funnel, which has the same shape with more steps and a longer clock.

Real Scale · Track record

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The whole book

Where the experience comes from.

$100M+

Ad spend managed across North America and Europe

50+

Brands launched or scaled through paid media

UK · US
AU · NZ

Live operating markets, with creative built and tracked per market

Those are agency totals across many years and many accounts, not the result of a single campaign. The named cases on the previous pages are where the specific numbers sit.

Real Scale · Track record

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What carries over

The product changes. The machinery does not.

What we did overseas	What it becomes here
Generating interior design enquiries that turn into a consultation and a long decision	Generating enquiries that turn into a site visit and a long decision
Testing creative until cost per lead comes down, inside one account, on Meta	The same platform, the same auction, the same lever
Launching a new category from zero revenue with a phased pre-launch, launch and post-launch plan	Launching a new project, which is also a standing start
Pacing spend daily against a goal and measuring drop-off at every funnel step	Impression to lead to contact to site visit to booking
Selling in the luxury register, using the brand's own photography rather than stock	A three crore home is sold the same way

Real Scale · Track record

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How we work — 01

We test creatives at scale.

Most of the gap between advertising that works and advertising that does not sits in the creative. So we build a large set for each project, put them into the auction together, and let the early numbers decide. The budget then moves onto whatever people respond to.

A fixed slice of every month's budget is reserved for testing, so there is always a next winner ready before the current one tires
Meta now matches creatives to individual people, close to one for one, so the more genuinely different creatives you have live, the more room there is for the cost of an enquiry to come down
The testing spend is agreed up front and reported separately, so you can always see what it bought

Real Scale · How we work

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Why it matters

Five ads. One account. One product. Cost per lead from £12 to £80.

AD 1

£52

CTR 0.94%

AD 2

£30

CTR 0.90%

AD 3

Winner

£12

CTR 1.14%

AD 4

£80

CTR 0.83%

AD 5

£58

CTR 0.41%

Same brand, same audience, same budget, same week. The best creative brought leads in at under a sixth of the cost of the worst. Nobody in that room could have picked the winner by looking at them.

Maker&Son, Instagram lead ads. Real numbers from the account.

Real Scale · How we work

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How we work — 02

We build the whole path.

Buying an enquiry is easy. Buying one that is worth your caller's time is the harder problem, and it gets decided in the steps between the ad and the form.

The audience we buy
A landing page written for this specific product
What the form asks, and in what order
How the enquiry is handled the moment it arrives

At a ₹2.75 to ₹3 crore ticket, the thing that matters most is budget fit. An enquiry from someone who cannot afford the product costs your team exactly the same phone call as one who can, so most of our work on quality goes into filtering for that before the record ever reaches your desk.

Real Scale · How we work

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How we work — 03

Your sales team decides where the budget goes.

Into your CRM

Every enquiry arrives with its history attached: which campaign, which creative, which placement, which page they read, and what they answered. Your caller knows what the person has already seen before the phone rings.

Back out of it

What your team records against each lead is the only honest measure of whether the advertising is working: not reachable, out of budget, wanted a different sector, site visit booked. That comes back to us and moves the budget.

Cost per lead is the number most agencies get judged on, because it is the number they control. We would rather be judged on how many of our enquiries your team ends up marking as real.

Real Scale · How we work

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What follows

The rest of this proposal.

Real Scale, and how we work
Laburnum, the two projects, and what this engagement is for
How we would run it, stage by stage, with the 90 day plan
Investment
Appendix: what we found in your market

Real Scale

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Internal · remove before sending

Draft status — section 1 of 5

Decisions and gaps

FableRoom is not in the deck. No document exists for it. To write it as evidence I need: what it sells, launch date, market, channels, and anything with a number on it (revenue, ROAS, orders, retail listings, press).
Canada is not claimed. Nothing in the four decks names Canada or a Canadian client. Markets claimed are UK, US, AU and NZ, all evidenced. Send me a Canadian client and it goes in.
Anyon "800+ leads" has no window, no spend and no cost per lead. It is the single most transferable claim we own and it is currently the thinnest. Those three numbers would make slide 7 the strongest page in the deck.
Maker&Son: £3M appears twice in the source deck, once as starting revenue and once as annual ad spend. Slide 5 uses both. Confirm that is right.
Slide 9 aggregates are agency totals ($100M+, 50+ brands) and are labelled as such on the page. Confirm whether they are yours, the agency's, or a team figure.
Slide 12 uses grey placeholder tiles. The real Maker&Son ad images would make it far stronger. Send the five creatives if you still have them.
No verification promise anywhere and WhatsApp is absent from slide 13, since no WhatsApp Business sender is provisioned. Both per your earlier calls.
The 30 to 40 a day figure does not appear. Answer it in the room. Prep is in clients/laburnum-developers/research/leadgen-economics.md.
Not yet built: a "who you work with" page for you and Anuj, and sections 2 to 5. Target for the full deck is about 30 pages.

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