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.
Marketing Online
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.
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