Marketing techniques are open to evolve and get better over time. Additionally, if you are an ardent user of the digital space for marketing your products, you know it comes with numerous benefits.
Apart from the urban space, digital marketing is evolving in tier 2 and tier 3 cities of India as well. Real estate developers are yet to realise these benefits and are only scratching the surface when it comes to taking full advantage of what digital marketing has to offer.
Some of the latest happenings in Real Estate:
-> India is urbanizing rapidly
-> By 2030, the country is expected to be home to seven mega-cities with a population above 10 million
-> 600 million Indians or 40% of the country’s population will likely live in cities
Case Study 1: Learn How Housing.com Successfully Leveraged Digital Marketing
Let us understand the role real estate digital marketing better with a case study. Housing.com, a Mumbai-based popular real estate search portal that allows prospective customers to look for housing property on the basis of filters like the number of rooms, geography, etc. Formed by 12 IIT Bombay graduates, this real estathadl was has 2,500 employees and presence in over 50 cities.
Housing.com encourages owners or brokers to list the properties and plot the same on an interactive map in their portable. Filters can be used by the customers to search results on the basis of parameters like area-based pricing, child friendliness index, lifestyle ratings, and available rooms. They have also generated a number of ‘Heat Map’ algorithms and demand flux maps on the basis of these filters.
A key factor for the growth of the company can be identified as innovation. Tied up with over 6,000 brokers, Housing.com is operating in more than 50 cities in India including Delhi, Kolkata, Bangalore, and Mumbai. The company has mapped over 6,50,000 houses in India.
Along with that, the company is using drones to collect the data which includes aerial photographs and surveys. The innovative way in which they carry their business has helped them in raising the funds from a series of investors like Soft bank, angel funding, Nexus Venture etc.
Case Study 2: Dosti Realty Leverages Social Media & Reached 1.5 lac Indians globally
Incepted in the year 1980, Dosti Realty has more than 5,500 homes that house over 27,500 residents in 95 impressive Dosti complexes, which occupy a total developed area of about 6 million sq. ft. across Mumbai.
The campaign was divided into three stages. They created buzz ‘Dosti Hit Hai’ theme was used for the campaign. They created the urgency to buy a home and urged the buyers to book homes before a fixed date in order to avail maximum benefits. Also, an assurance to the buyers was given that it was the best deals from the developers.
By leveraging the social media platform, users were asked to participate in the social contest and lucky winners were to get additional benefits. This helped them achieve visibility and exposure on Social Media. ‘Dosti Friendship Day’ contest was designed to create awareness via maximum interactions (through impressions, reach, comments, shares, and likes).
This campaign was designed in accordance to the preferences and USP of the brand. This helped in generated leads. A rigorous advertising was done through platforms like content marketing Taboola, Outbrain, Yahoo etc, Google AdWords, Real Estate Portals, Direct Buy from publishers, Facebook Advertising, etc.
This helped in reaching more than 90 million impressions and reached over 80 lacs Indians, globablly. The total website traffic was over 1.5 lac.
The single most important indicator of the online presence of a company is the traffic to its website. We found that the “leaderboard” revealed some interesting insights:
The queries and terms that people enter into the Google search box tell you a lot about what their intentions are. You need to pay close attention to these keywords to determine the intent of the consumer. We found that:
Pay Per Click (PPC) advertising is just as important as SEO when it comes to search engine marketing. In fact, one of the quickest ways to reach your audience, increase traffic and gather leads is Google Ads. As we found that only 7% of traffic to the top Indian real estate companies’ sites comes from search ads, there is a lot of room for improvement:
While we’re on the subject of paid promotions using Google Ads, it follows that we need to stay on top of our competitors’ strategies. In traditional marketing, it’s easy to track and view your rivals’ ads. Although it’s not so simple in the digital world, Real is Business makes it possible to view the ad copies your competition is using and how well they’re working for them. Again, we find that real estate advertisers have a long way to go here: