Pakistan
Global
Real estate marketing has completely changed. Back then, marketing was simple. Simple brochures, billboards and newspaper ads were enough to grab attention. But the days of relying on these marketing mediums to catch someone’s eye are long gone. Today’s buyers live on their phones, they’re scrolling through Instagram, watching TikToks and reading reviews online before they even think about making a decision.
Saima group builders and developers, one of Karachi’s most trusted names in real estate, recognized this shift to the digital world early on. They knew that the old marketing strategy or plan was no longer needed nor would it work, and that they needed to connect with a new, digital-first audience. So, to make that happen, they partnered with Origency, a creative digital marketing agency known for turning complex goals into engaging campaigns.
Saima group is a big name in the world of real estate in Karachi. They have completed several projects in Karachi and are working on several new projects including residential towers, commercial plazas, and mixed-use developments. Their reputation was already solid. But the way people looked for property had changed.
Instead of visiting offices first, potential buyers were exploring projects online. They wanted walk-throughs, video updates, and the chance to interact with brands directly. This was new territory for many developers. Saima Builders knew they couldn’t ignore it, and that’s where Origency stepped in.
Origency’s first move wasn’t to launch ads or post flashy videos. They started with research. They started conducting a full brand audit, studied competitors, and analyzed the behaviour of the buyers. Who was the audience? What platforms did they use? What kind of content would inspire trust and excitement?
With those answers in hand, Origency built a multi-platform plan. The marketing team at Origency realized that Instagram, Facebook, YouTube, and TikTok each had a role to play. Instead of posting the same thing everywhere, what they did was tailor content to suit each platform’s unique audience.
This wasn’t random posting. It was a carefully mapped-out strategy where every piece of content had a purpose.
Most companies treat social media like a notice board, they post announcements and hope people pay attention. Origency flipped that idea on its head.
They turned Saima Builders’ social platforms into storytelling hubs.
- Video walk-throughs gave audiences a closer look at properties.
- Construction updates built anticipation and trust by showing progress.
- Testimonials added authenticity by featuring real voices.
- Lifestyle content painted a picture of what life in a Saima property could feel like.
Instead of selling buildings, Origency sold experiences. That shift made all the difference.
What made the campaign stand out was how Origency customized its approach. On Instagram, they leaned into aspirational visuals and lifestyle moments. It was about showing the dream. On the other hand, on Facebook, they started focusing more on property details, community engagement and practical updates for serious buyers. Lastly, on YouTube Shorts and TikTok, they created bite-sized videos like “30 Seconds with Saima” to capture attention quickly and keep younger audiences engaged.
So, every single platform played a part in this marketing strategy, yet everything had one brand story. Origency also knew the power of word-of-mouth in the digital age. This meant that to make their marketing plan even more successful, instead of relying on traditional ads, they had to tap into influencers.
Many people like lifestyle creators, finance bloggers, and home-design enthusiasts were invited to tour Saima’s projects. They shared authentic experiences with their followers, from walkthroughs of new apartments to practical tips for buying property.
This influencer strategy wasn’t just about hype. It was about credibility. Audiences trusted these voices, and by extension, they trusted Saima Builders.
The collaboration delivered results that went beyond likes and shares.
In just six months:
- Social engagement grew by 300%
- Followers increased by 150%
- Direct inquiries via Instagram and Facebook rose by 40%
- The cost per lead dropped by 15% compared to previous digital efforts
Most importantly, the leads weren’t random. They were qualified buyers genuinely interested in Saima projects. That’s the kind of outcome every developer hopes for, and Origency helped make it happen.
Looking back, three things made the Saima–Origency partnership stand out:
- A clear strategy — built on research, not assumptions.
- Storytelling over selling — making audiences feel part of the brand journey.
- Consistency across platforms — ensuring the message was strong and unified everywhere.
This wasn’t a campaign about quick wins. It was about building long-term trust and visibility for Saima Builders in the digital space.
The success of this collaboration is more than just a case study for Saima. It’s a lesson for the entire real estate sector.
If a legacy brand like Saima Builders can make the leap into digital with such impact, any developer can. The key is choosing the right partner — a marketing agency that understands both the industry and the platforms where audiences live today.
In a world where attention is the most valuable currency, real estate marketing can’t afford to stay stuck in the past.
The partnership between Origency and the Saima group shows exactly what’s possible in the world of marketing. With the right mix of strategy, creativity, and execution, even industries that are habitual of following the traditional ways can thrive online.
For the Saima group, the outcome of all this was crystal clear: more visibility, stronger credibility, and better business results. On the other hand, for Origency, it was proof that when you blend insight with innovation, you don’t just run a campaign, you reshape how an entire industry thinks about marketing.
To sum it all up, if you are in real estate and still relying only on those old, boring marketing tactics like billboards, you might be missing the buyers who matter most. You have to understand that going digital isn’t just an option anymore, it is a necessity these days. And as Saima and Origency already proved, it can also be game-changing for your business.
Visit www.origency.com for more details. To explore our portfolio
