Real Estate & Digital Marketing: It’s about Customers

The Landscape:

We’re living in the digital age and businesses are using different digital means to reach out to their target audience. Be it a website or mobile app, the intention of going digital is to increase brand visibility and user convenience. If we look at the Indian Real Estate market scenario, the industry is expected to touch $180 Billion by 2020. And, for any vertical, it’s a huge market size. The major contributors to this growth are IT, ITeS, retail, consulting and e-commerce sectors. With increasing demand for office spaces, the real estate companies are upbeat to offer customized, industry-oriented and convenient spaces. When it comes to government initiatives, the Smart City Project, where there is a plan to build 100 smart cities, is a great opportunity for real estate players.

The Challenge:

When it comes to challenges, the real estate market is always at the center. Be it volatile market condition, political situation or technology advancement, the real market is always on the run to overcome these challenges. If we look at these challenges, the technology advancement always keeps the sector on its toe. With easy and affordable access to technology, today’s buyers are keen towards convenience and simplicity. Concepts like AR, VR or even Drone, for that matter, making it easier for the buyers to make their buying decisions. Hence, to tap such a techno-savvy audience, real estate companies also need to adapt to a dynamic technological scenario.

The Customer Expectation:

The world is moving towards being more virtual, meaning while sitting in the living room customers can see or experience different types of products and services. Especially with VR, customers can have a 36-degree view of properties and locations. Mobile virtual reality applications make it convenient to share such experiences with friends and family. Hence, the trend is moving more towards convenience.

Digital Marketing Tools:


For real estate players, their digital marketing efforts begin with their website. As per the study by Google, around 80% of buyers or investors conduct online research or survey of all the available options before making any buying decision. Primarily, the real estate website should have project details, project location, compliance and legal information, project images, project amenities and most importantly, project offers. This allows potential buyers to make quicker decisions.

Social Media:

Having a website presence is one part of your real estate digital marketing strategy. The other part also includes increasing the visibility of the brand. Social media is one of the ideal ways to generate authenticity around your brand. It adds value to online presence by enabling consistent customer engagement channels. It not only enables faster customer connection but also serves the purpose of customer relationship management. Platforms like Facebook makes it convenient for customers to interact directly with the brand through messenger or regular messages.

Using an option like Facebook Live, a brand can launch or market their properties in a better way. Through Facebook Live, customers can directly interact with the brand and can solve their queries, if any.

Content Marketing:

Content marketing strategies like blogging, email marketing or infographics make are easier for real estate players to keep their audience informed and up to date. This is the easier way to educate the audience about a brand, market situation, legal compliance, policy change, new project launch and offers. Content marketing serves as an additional, yet key, strategy.

PPC Campaigns:

One of the best and trusted digital marketing strategy for real estate players. Based on the objective, target audience, budget, and geography, real estate players can go for PPC advertising campaigns. This not only gives quick results but also helps in driving traffic to the website.

There will be constant updates to technology and user behavior. Real estate players need to adapt to different tools and strategies to be with the latest trends. The days are gone for traditional marketing route, now, it’s time to take the digital marketing route to be with the technology wave.

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