HOUSING.COM × HAWKY.AIGROWTH INTELLIGENCE · 2026

INTRO — For the Housing.com growth & marketing team

Every rupee to a real seeker.
Decode what makes them enquire. Own the enquiry, city by city.

Housing.com is India’s #1 real-estate app — ₹711 cr revenue in FY25, +25% YoY, app sessions up 143%, live in 20+ Tier-2 cities. But the category is a four-way traffic war with 99acres, Magicbricks and NoBroker, and the corporate mandate is profitable growth. Hawky turns your Meta & Google spend into a self-optimising system that drives down cost per qualified enquiry (CPL) — the event brokers and developers actually pay for — while cutting CPI and creative waste on the way.

Hawky.ai · Creative & audience intelligence

Reference accounts · Brands.live · Pocket FM

02 / 15

CONTEXT — Where Housing.com is

The app war is won. The efficiency war is next.

The brand

REA India’s flagship — PropTiger divested in 2025 so everything now rides on scaling Housing.com.
FY25 revenue ₹711 cr (+25%); EBITDA loss narrowing — the board narrative is path to profitability.
App-first: traffic +37% YoY, monthly sessions +143%, ~46% share of category app downloads.
Housing Edge (rent pay, agreements, loans, movers) turns one-time seekers into recurring users.

The market

Four platforms within one traffic band: 99acres ~13M, Magicbricks ~12M, Housing ~10M, NoBroker ~7M monthly visits.
Two-sided model: free seekers on one side; brokers & developers pay for enquiries on the other.
Tier-2 India is the growth frontier — 20+ cities live (Surat, Kochi, Patna, Varanasi…), each with its own CPL economics.
Media mix is expensive: IPL, OTT, YouTube, Meta & Google — brand + performance competing for the same budget.

The growth job

Lower cost per qualified enquiry — not clicks, not installs — across buy, rent and Edge.
Hold CPI down while install→enquiry rate goes up: quality installs, not vanity installs.
Make Tier-2 expansion pay back: different creative, budgets and hooks per city tier.
Prove every creative rupee against the enquiry — the metric the sell side pays for.

03 / 15

PROBLEM — Where the budget leaks

“Real-estate intent” is not one audience. A buyer, a renter, an NRI and a landlord need opposite ads — broad targeting pays for all of them and converts few.

A broad ‘property interest’ campaign — where the impressions actually go (illustrative)

Casual browsers · no timeline32%

Wrong side · owners & agents18%

Wrong city / budget24%

Already converted10%

High-intent seekers16%

Casual browsers — window-shopping, no move plannedOwners / agents served buyer ads (wrong side of the marketplace)Wrong city or budget band — enquiries brokers rejectExisting users re-served acquisition adsActively searching, right city, right budget — the 16% you wanted

Every wasted impression inflates CPI and CPL together — and low-quality enquiries erode the one thing brokers and developers pay you for. The fix isn’t more budget; it’s knowing which persona, which message, which city — before the money moves.

Today — spray & pray

One “home seeker” audience across metros and Tier-2 alike.
Creative judged on CTR and CPI — not on enquiry quality downstream.
Losers discovered after 2–3 weeks of spend; learnings live in people’s heads.
Buy, rent and Edge campaigns optimised in silos, cannibalising each other.

With Hawky

Persona × city-tier segments, each with its own creative and CPL target.
Every asset scored against install→enquiry, not clicks.
Losers killed pre-flight or in days — budget re-routed automatically.
One memory across buy / rent / Edge: what converts a renter feeds the buyer model.

04 / 15

AUDIENCE — Six personas, six different enquiries

Housing.com serves six buyers at once. Each converts on a different promise — and pays back differently.

01

First-home couple

25–35, dual income, Tier-1 metro. Biggest purchase of their life; anxious about price, RERA, loans. Highest developer-lead value.

SIGNAL · new-project enquiries

02

Metro renter

23–32, mobile, wants speed and zero friction. Converts on verified listings, video tours, rent-agreement + Edge bundle.

SIGNAL · rental enquiry velocity

03

Tier-2 upgrader

First digital property search in Surat, Kochi, Patna, Varanasi. Lower CPMs, different price points — the growth frontier.

SIGNAL · new-city CPL curves

04

NRI investor

UAE / US / Canada. Buys remotely on trust: verified listings, price estimates, virtual tours. High ticket, long cycle.

SIGNAL · intl. geo enquiries

05

Owner & seller

Supply side of the marketplace. Lists to sell or rent out — every owner acquired improves liquidity for personas 01–04.

SIGNAL · listing creation

06

Broker & developer

The paying customer. Judges you on enquiry quality and cost. 4,400+ developer partners in your property fests.

SIGNAL · lead acceptance rate

05 / 15

AUDIENCE — Who → message → where

Targeting only feels real when it’s this concrete. Hawky builds and maintains this map from live performance data.

Persona

The message that converts

Where — Meta & Google

P1First-home couple

“Your first home, minus the doubt — verified projects, real prices, loan pre-check in the app.” →

Google Search ‘2BHK in [locality] price’ · PMax
Meta Reels — project video walkthroughs

P2Metro renter

“Move this weekend — verified rentals, video tours, agreement done online.” →

Google Search ‘flat for rent near [hub]’
Meta Stories / Reels — speed & zero-hassle hooks

P3Tier-2 upgrader

“Your city’s properties are now online — see real photos and prices before you visit.” →

Google UAC — vernacular + city name
Meta city-radius video, regional language

P4NRI investor

“Buy in India from anywhere — verified listings, price estimates, virtual site visits.” →

Google Search in UAE/US geos
Meta lookalikes of NRI enquirers

P5Owner & seller

“List free, reach lakhs of verified seekers — sell or rent faster.” →

Google Search ‘sell my flat’ / ‘post property’
Meta owner lookalikes, supply-side hooks

06 / 15

APPROACH — What Hawky runs for Housing.com

Six layers, one loop. Each layer feeds the next — and everything optimises to the qualified enquiry.

L1

Audience & creative intelligence

Decode 90 days of your Meta & Google history: which persona × hook × format actually drives enquiries, by city tier.

LAYER 01

L2

Test before spend

Every new creative is scored pre-flight against your enquiry model. Predicted losers never get budget.

LAYER 02

L3

Competitor radar

Track 99acres, Magicbricks, NoBroker & Square Yards ads weekly — their hooks, offers and gaps you can own.

LAYER 03

L4

Full-funnel optimisation

Bid to install→enquiry→accepted lead, not clicks. Edge transactions attributed back to the acquiring creative.

LAYER 04

L5

Reinforcement loop

Winners scaled, losers suppressed, automatically — every result updates the model via FeatherDB.

LAYER 05

L6

Expert pod

Hawky specialists own the number with your team: weekly CPL review, city-tier budget calls, creative briefs.

LAYER 06

07 / 15

LAYER 01 — Audience & creative intelligence Illustrative preview · your data after integration

One grid: persona × the KPIs that matter. This is the view your growth team opens every Monday.

Audience Intelligence · Housing.com · persona × enquiry KPIs

Persona matrixHook × personaCity tiers

6

personas tracked

Tier-2

lowest CPL, rising

Renter

volume engine

NRI

best lead acceptance

BetterWorseEach cell vs your library median · click for the assets behind it

PERSONA / SEGMENT

CPL

QUALIFIED ENQUIRY

MED ₹410

CPI

APP INSTALL

MED ₹38

INS→ENQ

QUALITY

MED 9.2%

CTR

HOOK

MED 1.4%

CPM

REACH

MED ₹172

LEAD ACC.

BROKER-SIDE

MED 61%

BUY

First-home couple

Tier-1 · new projects

₹352

best LTV

₹41

11.8%

1.6%

₹198

72%

Tier-2 upgrader

Surat · Kochi · Patna

₹298

cheapest

₹24

8.4%

1.9%

₹96

58%

NRI investor

UAE · US geos

₹640

high ticket

₹74

13.1%

1.1%

₹310

81%

RENT

Metro renter

speed + verified hooks

₹214

volume driver

₹29

10.6%

2.1%

₹142

64%

Co-living / student

shared + budget hooks

₹389

₹31

7.2%

1.7%

₹128

49%

SUPPLY

Owner & seller

‘post property free’

₹468

liquidity play

₹44

9.0%

1.2%

₹176

—

Broker / developer

B2B — fest & premium

₹730

pays back 12×

—

0.9%

₹240

—

08 / 15

LAYER 02 — Test before spend

Losers never deploy. A pre-flight gate scores every creative against your enquiry model — ₹0 goes to predicted failures.

INPUT

150+ variants / month

Hooks × personas × cities × formats — brand and performance.

›

HAWKY · GATE

Score before spend

Each asset scored on predicted install→enquiry, per persona & tier.

›~40 pass

LIVE TEST

Small-budget trials

Agents end losers in days, not weeks — burn capped per test.

›winners

DEPLOY

Meta & Google

Search · PMax · UAC · Reels — budget follows the enquiry.

›

SCALE

Winners compound

Top assets cloned across cities; spend shifts to the cheapest CPL.

↻ runs continuously · every test result feeds FeatherDB — the next batch starts smarter

A · TODAY

3 weeks to kill a loser

A weak creative typically burns budget for 2–3 weeks before a human calls it. Across dozens of live campaigns, that’s lakhs a month on assets that were never going to convert.

B · WITH HAWKY

Days — or never launched

Pre-flight scoring blocks predicted losers; live agents end weak tests inside days. Budget concentration on winners lifts blended CPL fast.

C · THE POINT

In a category where four brands bid on the same seekers, the winner is whoever wastes the least. Test-before-spend is how Housing.com out-spends rivals without out-budgeting them.

09 / 15

LAYER 03 — Competitor radar

Four brands, one seeker. Hawky tracks their live ads weekly — the hooks they run, the personas they chase, the gaps you own.

Rival

Who they chase

Their hook

The gap Housing.com owns

99acres · Info Edge

Broker-led buyers & sellers, legacy metro base

“India’s No.1 property portal” — trust by tenure, broker inventory depth

App-first experience: your sessions grew 143% — win the seeker on mobile before they ever see a portal

Magicbricks · Times Group

Mass TV audience, buyers + sellers as a family decision

Big-media emotional campaigns; tools (PropIndex, EMI calculators) as authority

Precision beats reach: persona × city creative at CPLs mass TV can’t touch

NoBroker

Young renters & owners who hate brokerage

“Zero brokerage” — adversarial, category-defining, C2C

Verified listings + Edge ecosystem: rent agreement, rent pay, movers — own the whole move, not just the match

Square Yards

Buyers wanting transaction + mortgage handled

Full-service: search to loan to registration, bundled

Marketplace scale + neutrality: 4,400+ developer partners, fest-scale supply no brokerage can match

10 / 15

LAYER 04 — Optimise to the money event

The enquiry pays the bills. Installs and clicks are on the way — Hawky bids to what brokers and developers pay for.

Impressions

reach

App install

CPI ₹24–74

Search session

engaged seeker

Qualified enquiry

CPL · money event

Accepted lead / site visit

broker-side value

Edge transaction

recurring LTV

Optimising to installs

Vanity growth: cheap installs from casual browsers who never enquire — CPI down, CPL up.

Hawky optimises to the enquiry — and beyond

Bid strategies trained on install→enquiry→acceptance. Edge transactions attributed back to the acquiring creative, so LTV shapes the buying.

Every stage attributed

Which persona × creative × city drove each drop-off — so the fix is a brief, not a guess.

11 / 15

LAYER 05 — The reinforcement loop

It gets smarter every week. Positive signal is amplified, negative is suppressed — automatically, across every city.

01 · GENERATE

Persona × city briefs

Creative variants built from what the matrix says converts.

›

02 · TEST

Before spend

Pre-flight gate + capped live trials — losers never scale.

›

03 · DEPLOY

Meta & Google

Search · PMax · UAC · Reels — per-tier budgets.

›

04 · SIGNAL

Real-time enquiries

Install→enquiry→acceptance streamed back daily.

›

05 · REINFORCE

Rebalance

Budget follows the cheapest qualified enquiry, per city.

✓ Positive → amplify

Scale budget, expand lookalikes of enquirers, clone the winning hook into the next city tier.

✗ Negative → suppress

Pause the asset, cut the segment, down-weight the persona × hook combination everywhere.

◆ FeatherDB · ↻ every enquiry updates the model — Tier-2 launches start with Tier-1’s learnings, not from zero

12 / 15

ENGINE — What’s under the hood

Six modules, one memory. Everything writes to FeatherDB — so the system compounds instead of resetting each quarter.

DECODE

Creative intelligence

Every past ad broken into hooks, formats, claims — scored against enquiries, not clicks.

GRAPH

Audience graph

Personas × city tiers × platforms, rebuilt weekly from live signal.

GATE

Pre-flight testing

Predicted CPL per asset before a rupee moves.

AGENTS

Agentic optimisation

24/7 budget & bid moves within guardrails your team sets.

RADAR

Competitor tracking

99acres · Magicbricks · NoBroker · Square Yards — hooks and offers, weekly.

MEASURE

Enquiry attribution

MMP + CRM wired in: install→enquiry→acceptance→Edge LTV.

13 / 15

CAPSTONE — AI runs the volume. Humans own the number.

A pod that answers for CPL. Not a dashboard you have to drive — a team accountable to your target.

STRATEGY

Growth lead

Owns the CPL target with your team; sets city-tier budget strategy and the weekly agenda.

CREATIVE

Creative strategist

Turns matrix insights into briefs: persona × hook × format, metro and Tier-2, EN + regional.

PERFORMANCE

Platform specialist

Meta & Google hands-on-keyboard: structures, bids, exclusions, PMax/UAC hygiene.

DATA

Measurement engineer

Keeps MMP + CRM attribution honest — enquiry quality, acceptance rates, Edge LTV loops.

Accountable

The pod is accountable for cost per qualified enquiry — reviewed weekly against target, by persona and by city tier. AI moves the budget hourly; people answer for the outcome.

14 / 15

COMMERCIALS — Pricing & engagement

Two months to prove it. Twelve to compound it — you continue only if the pilot earns it.

MONTHS 1–2

Pilot

Full system live on pilot scope. Paid upfront — one invoice, no lock-in beyond it.

›results reviewed

DECISION GATE

Your call

Pilot CPL vs target, reviewed together. Continue, or walk away — no strings.

›if it earns it

MONTHS 3–14

12-month engagement

The loop compounds: more cities, more personas, FeatherDB memory working for you.

PILOT · MONTHS 1–2

₹1.5 lakh / month

per brand · ₹3.0 lakh paid upfront

Everything on slides 06–13: integration, the persona × KPI matrix on your real data, test-before-spend gate, reinforcement loop on pilot cities, weekly pod reviews. If after two months it isn’t working for you, you simply stop — nothing further owed.

ENGAGEMENT · 12 MONTHS

₹2.5 lakh / month

per brand · post-pilot, months 3–14 · billed monthly

Full expert pod accountable for CPL, all six layers across buy / rent / Edge, city-by-city expansion (metro → Tier-2), competitor radar, and quarterly strategy reviews. The system compounds — month 12 starts far smarter than month 1.

15 / 15

NEXT STEPS — Live in four weeks

Start with what you already have. Your ad history is the training data — the first insights arrive before any new spend.

WEEK 1

Connect

Meta + Google ad accounts, MMP (installs→enquiries), CRM lead-acceptance feed. Read-only to start.

WEEK 2

Set the target

Agree CPL targets by persona & city tier; define a ‘qualified enquiry’ with the sell-side team.

WEEK 3

First analysis

Decode 90 days of creatives & audiences — the persona × KPI matrix on slide 07, with your real numbers.

WEEK 4

Go live

Test-before-spend gate on new creatives; reinforcement loop live on 2 pilot cities (1 metro + 1 Tier-2).

HAWKY

Expert pod

Growth lead · creative strategist · platform specialist · measurement engineer.

HOUSING.COM

Growth & marketing

Target owner, brand guardrails, sell-side definition of a good lead.

CADENCE

Weekly review

CPL vs target by persona & tier · creative briefs approved · next cities queued.

Every rupee to a real seeker.Decode what makes them enquire. Own the enquiry, city by city.