REAL ESTATE
INDUSTRY
Digital Marketing Strategy
By Naynish Ladkat

BUYING A HOME IS A MAJOR DECISION IN EVERYONE’S LIFE,
IT CONSUMES THE MOST PART OF ANYONES INCOME

CONTENT LAYOUT
▪ Overview
▪ Top players
▪ Social Media Quotient
▪ Contents that Customers check
online
▪ Strategy
▪ Strategy continued
▪ SEO
▪ CRM
▪ Website
▪ Social Media
▪ Digital marketing process
▪ Brand building

REAL ESTATE INDUSTRY OVERVIEW
▪ One of the fastest growing markets in the world
▪ The real estate market size is projected to reach $180 billion
by 2020
▪ The need for offices in the 8 metros of India will continue to
rise.
▪ NCR and Bengaluru top in the total demand for housing units.
▪ Young buyers with age between 18 to 25 constitute 55% of
the real estate Customers.

LIST OF COMPANIES THAT HAVE GREAT
ONLINE PRESENCE
Hiranandani Kolte Patil

SOCIAL MEDIA QUOTIENT
These players have their online
presence, meaning they are
omnipresent.
They build reputation by managing
online reviews, replying to them on
time, solving customer queries
online.
They make use of social media
sponsorships to promote their page
They have their own blogging
website, they post content relevant
to real estate.
They upload videos of walkthroughs of projects,
customer reviews etc on Youtube

PERCENTAGE OF PEOPLE THAT CHECK THE
FOLLOWING THINGS OF A PROJECT IN FIRST
ATTEMPT ONLINE
General information, 45
Photos, 75
Vitual Video, 50
Contact Us, 90
Neighborhood info, 90
Interactive Maps, 60
Testimonials, 75
Builders Track Record, 75

STRATEGY
▪ Basically, the use of digital marketing in real estate depends on the
project type and company profile.
▪ Whenever a company launches a new project, they need to study the
market and find their target audience.
▪ For ex. For a luxurious project with ticket size in crores, the target
audience is different than that for a budget house in suburbs of a city.
▪ For luxury housing units, the prospective customers are present online,
especially on twitter and websites like TOI, NewYork Times, Economic
times, Financial Express, Moneycontrol and other stock info websites.
▪ These customers are present all over the globe geographically.

STRATEGY CONTINUED..
▪ For a budget housing project, the target audience is present in nearby areas or states.
▪ Their daily use is Facebook, Google and Youtube.
▪ They are found in the age groups of 25-35 years.
▪ They are present on microblogging websites as well as local websites.
▪ Lead can be generated through proper planning of digital marketing strategy and
patience.
▪ The landing page of every ad you post should the project website.
▪ The website should be interactive, like a chat head should be present or enquiry form
should be there.
▪ So the ultimate strategy is to post ads on these platforms according to customer
usage.

SEO
▪ Search Engine optimization is a technique used by people to make their
website appear on the top whenever someone searches specific
keywords on Google or Bing (Unpaid).
▪ So basically the strategy is to identify your target customers, their
geographical location, their search keywords and start doing SEO.
▪ These keywords and locations are fed in Google analytics and applied.
Whenever specific person in that area will search these keywords, this
project will appear first.
▪ We can also pay and go for Google adwords.
▪ They do similar thing, but in the form of ad that appears first and
second in search results of Google.

CRM
▪ All these leads generated should be handled using a good CRM software
and managed thereafter.
▪ Customer relationship management can help us analyze the social
media platform, or free listing platform like magicbricks results.
▪ We can infer which medium is giving us maximum leads and that can
help us modify our digital marketing strategy accordingly.
▪ Zoho.com is a great example of CRM. They offer free edition as well as a
full fledged paid edition of their software.

WEBSITE
▪ The website of any real estate project should be impressive.
▪ Especially if it’s a luxurious project like Marvel Realtors, or a non
luxurious but bigger in volumes, like a mass housing project of Xrbia,
they should have an impact on customers in first instance.
▪ The website should be navigable, catering to all the company info, past
and present projects, contact info and CSR photos.
▪ There should be a live chat head and enquiry form.
▪ Testimonials also have an impact on buying decision making.
▪ For smaller projects, offline marketing will only make the maximum
bookings.

SOCIAL MEDIA
▪ Social media, aka Web 2.0
▪ Social media is a place where maximum people spend their time.
▪ Also, these platforms have their own inbuilt system of marketing which
can be utilized by us.
▪ We can create a Facebook page showcasing our project details.
▪ We can pay Facebook to show our ads in newsfeed to people of specific
geographical area and age.
▪ If they click on it, we can keep our website as the landing page.
▪ Similar can be done for twitter.

BRAND BUILDING
▪ According to economic times, Godrej properties sold a lot of inventory
in May 2017.
▪ This was the time when RERA was going to hit the market.
▪ This was the time when the real estate industry was at the lowest point
being hit by Demonetization and RERA (GST also had an impact later).
▪ Still, all others were at a standstill and Godrej Properties was making
sales possible, that too in a soft launch period of their Pune project.
▪ This is possible due to Brand building and online presence. (soft launch
is a pre launch period where no actual work has started, only
conceptualization is over)