Anarock scales AI voice agents for sales by 5X with ElevenLabs

Anarock is India's leading independent real estate services platform, operating across residential and commercial real estate, hospitality and investment banking.

Anarock developed voice agents using ElevenAPI to power Genie - an AI calling platform that qualifies leads, nurtures channel partner relationships, and covers sales hours that human teams cannot.

Use cases across B2C and B2B2C outreach

Real estate sales runs on speed and volume - two things human teams alone cannot sustain at national scale. Anarock built voice agents to close that gap, deploying across five use cases:

B2C sales track

• Lead warm-up: Engaging newly captured or dormant prospects early in the funnel to gauge initial interest
• Re-engaging cold leads: Calling junk or inactive leads to surface those still actively searching
• Overflow support: Handling inbound calls instantly when human sales managers are unavailable or when demand spikes faster than teams can respond
• Channel partner lead qualification: Calling and qualifying fresh leads passed in from Anarock's broker network

B2B2C channel partner outreach track

• Genie AI calling with live transfer: Automated outreach to independent brokers, with live transfer to a human channel partner relationship manager when a broker shows interest

The qualification objective is consistent across all B2C use cases: determine fit on budget, property configuration, and locality, then convert the conversation into a confirmed site visit.

Impact: 5x capacity, 2x bookings growth

• Drove ₹2,000 crore (~$230M) in sales attributed to Genie AI Agent-assisted conversations across projects
• Completed 8.5 million successful interactions in the last financial year - compared to 1.7 million completed by the human sales team in the same period
• Scaled calling capacity 5x without a proportional increase in team size.
• Doubled agent-assisted bookings from January 2026 to May 2026, amounting to approximately 1,400 bookings
• Captured 30% of customer conversations outside business hours, driven largely by Gen-Z buyers who engage after hours

Why ElevenLabs

Anarock evaluated both Amazon Polly and Google Text-to-Speech before selecting ElevenLabs. The decision came down to four capabilities:

• Low latency - ElevenLabs plugs directly into outbound dialing systems and CRM with no perceptible lag
• Regional accent support - voices built for India's linguistic diversity, enabling genuine local connect across markets
• Emotional depth - expressiveness that mirrors the warmth of a human sales conversation rather than reciting a script
• Natural-sounding voice - convincing enough that customers arrived at project sites asking to meet virtual agent Jiya in person

The realism is so convincing that we have actually had instances where customers arrived at the project site and explicitly asked to meet Jiya in person

– Syed Ahmed Raza, Director, AI & Technology, Anarock

Voice personas built for India's regional markets

Anarock uses three primary voices from the ElevenLabs Voice Library - with distinct regional accents and personas. Each voice is matched to a specific regional market, enabling Anarock to engage prospects in a way that feels local and familiar:

• Jiya (voice_id: Anjali) and Rohit (voice_id: Raju) are their flagship voices for pan-India B2C calls, deployed daily across all Anarock mandates
• Muthu runs southern market outreach, where local accent recognition is a prerequisite for engagement 

This regional voice choice is intentional and has a direct impact on engagement. Muthu's local delivery in Bengaluru significantly increased response rates in channel partner outreach compared to using a generic voice.

In Indian real estate, local connect and quick response time make or break a deal. Voices like Muthu, Anjali, and Raju are massive hits across our pan-India offices because they speak to customers naturally. It has helped us filter qualified leads on budget, configuration, and locality seamlessly, changing the way we drive site visits. Crucially, it has unlocked round-the-clock availability - nearly 30% of our customer conversations, particularly with Gen-Z property buyers, now happen seamlessly during non-working hours when our human teams are offline.

– Syed Ahmed Raza, Director, AI & Technology, Anarock

Real estate operates at the speed of customer intent. When prospects are ready to visit a property, they appreciate an immediate response than a callback scheduled for business hours. Anarock's success with Genie demonstrates how voice agents built with regional expressiveness and low-latency infrastructure can match human sales capacity while operating continuously across time zones and markets.