Urban City 44
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Strategy & Project Positioning
ASTREA assigned VIMA GURU the strategic design of a full-funnel performance model for UrbanCity44, in a market where the core barrier is consistent: most buyers struggle to commit to a property that has not yet been completed. We built the user journey framework from the ground up, transforming the “absence of a finished product” into a narrative of trust, clarity, and investment rationale.
This included: funnel modelling, messaging architecture, definition of interest stages & intent.
Performance System & Conversion Infrastructure
We designed and managed the entire paid ecosystem across Meta and Google as one unified system—not as fragmented campaigns. In parallel, we developed landing pages with a conversion-led structure, reducing friction and improving the quality of enquiries. The approach was conversion-first: every creative, every page, and every event optimisation served the same performance chain of objectives.
This included: A/B testing, event optimisation, retargeting signals, conversion-driven landing pages.
Connection with the Sales Team
The strategy was reinforced through content that “cultivated” the experience before the project was completed—AI-generated videos and architectural walkthroughs designed specifically for conversion touchpoints. Most critically, we established a direct link with the sales team: we organised a lead qualification mechanism and a systematic feedback process, so marketing could continuously improve based on the real commercial value of leads.
This included: funnel content architecture, newsletters for nurturing, PR/coverage for trust-building, marketing–sales feedback loops.
