Digital Way to boost real-estate sale
Digital marketing involves business promotion through emails, apps and social platforms like Facebook, Twitter, LinkedIn, Youtube, Instagram, Google Maps, etc. The last decade has seen growing number of real-estate companies adapting to these medium to reach out to the right target audience, Realty Plus reports.
India is the second largest smartphone market in the world and has an internet user base of 462 million users. Cities consume internet for 28 hours per week beating television. With user data like that, it is pertinent to invest in digital platforms for marketing, if brands want to reach out to their audience in time. It becomes imperative to push brand messaging where users spend that amount of time, and reach out to users online hence, leading to an increase in digital marketing in real-estate.
As a matter of fact, considering RERA compliance as a major milestone for a realty brand, it is important for them to draw attention of buyers and portray itself as a preferred and wiser purchase and investment choice. “A lot of messaging and marketing strategies are based upon concepts like ‘building trust’, ‘reliable’, ‘secure and safe’, etc. The fact that digital marketing as one of the quickest way to get your message out there, brands are actively using it to attract buyers,” informed Mitchelle Carvalho, CEO, CogMat Digital Marketing.
Ensure your reputation online is managed well, respond to feedback, queries and complaints quickly and effectively.
The power of internet has given a level playing field to all real-estate players, big or small. According to experts, digital marketing strategies should focus on “less is more” where non-cluttered, simple yet effective imagery showcasing properties will help users get the right message. Carvalho agrees, “The very advantage that digital has over print is moving imagery. Also, one can stretch the limited marketing budget by running multiple campaigns or by targeting users of specific geographies or demography.”
In addition, for Indians, home-buying is a collective exercise where the whole family weighs in. Needs of every member of the family are considered and vetted before making a purchase decision. As much as the developer’s marketing strategy is to lure the decision-maker, the influencers in this decision (kids, parents, spouses) cannot be ignored.Therefore, visual experience of home-buying using features like 360 degree panoramic view let’s all the participants have a complete experience of the home makes it all the more fulfilling.”
Another reason for increasing focus of realty sector towards digital marketing is the growing interest of global investors in India. The recent policy reforms have made Indian real-estate attractive investment destination for international investors, developers and customers alike.
Brokers too are tapping into the power of the digital space for property listing, lead generation or to give buyers a transparent property options. They are also using online social mediums to promote their business, reach international clients and increase inbound sales.
Multiple campaigns can run for the same cost and effectiveness can be checked real-time while running digital marketing campaigns.
Benefits for Homebuyers
The ease of access to internet and the presence of several online property portals has made property search a simple task for buyers with any financial background. Also, today’s tech-savvy generation is lot more informed because of the ability to research on any given topic. This helps them research, analyse, compare and seek recommendations from internet users on the right product or service to avail.Property comparison and review sites have grown in popularity for the relevant help it offers homebuyers to make informed purchase decisions. “The top benefit a homebuyer has online is the ability to validate and compare the offer they have at hand,” added Carvalho.
Building Digital Presence
Creating a strong online presence is the first and the most important step in creating a brand in digital space.
Website: For a real-estate developer, website serves to showcase its latest projects as well as a destination for home seekers to explore project options. The user friendly website enhances the visitor’s experience. It should have minimum animations, fast page loading, easy readability and information navigation as well as mobile optimisation feature.
Content:The pleasing design needs to be backed with creative content that can effectively communicate the brand’s ideology and unique selling points and generate leads. Interactive landing page has proven to generate 400 times more inquires tan the websites with regular landing pages.
SEO: The driving force of good Search Engine Optimisation (SEO) for real-estate is keyword research. Companies can leverage local SEO, plugin and Google Maps to promote their business.Additionally, interlinked multiple web pages result in web users spending more time on the website raising its ranking on search engines.
Blog: Blogging has evolved into an essential element of a digital marketing strategy.General interest blogs with information on upcoming properties, tips on home buying etc. attract property seekers as well as increase the company’s website ranking in Google searches thereby increasing its chances of reaching the wider audience.
Social media: Some of the popular platforms for Social Media Marketing available today are –
Facebook: India has the world’s largest number of Facebook users 195 million and counting.
YouTube: Videos are the most watched medium on social media across the globe
Twitter: This micro-blogging site introduces 3rd party sources and influences purchase decisions.
LinkedIn: LinkedIn’s B2B reach enables business expansion and connecting with sector professionals
Instagram: An eye-appealing Instagram photo map mixed with a Google map showing listings can proves the company as a local expert.
The word of caution by digital marketers is that before adapting online marketing, the companies should ensure all their digital properties are in order – updated website, correct geo-tagging on all project locations and an efficient online reputation management company.Not having any of these points addressed does not instil faith in a potential homebuyer looking up through project placements online.