LEAD GENERATION : ART & SCIENCE OF CONVERTING OPPORTUNITIES INTO SALES

BY Realty+

The digital marketers discussed marketing role's impact on paid search performance, conversational AI marketing strategy, campaigns integration and structure to bring high Clickthrough rate (CTR).

Ashwinder R. Singh, CEO, Residential- Bhartiya Urban & Bestselling Author highlighted the statistics claiming that in the last 10 years the total advertising budget spent in the digital world increased from 2000 crores to 36,000 crores across industries. “A generous digital spend has been dominant for quite some time. The figures may vary for real estate and other sectors but what we need to underline here is the credibility of efficacious internet marketing, which is of top priority today.”

Jayesh Rathod, Director, The Guardians Real Estate Advisory explained, “The beauty of digital marketing is, it is performance based and as a player in the real estate mandate business, we set aside advertising budgets of around 2%, essentially using the same for digital and traditional mediums. So the success of digital performance marketing is invariably tied to performance and one only pays when set metrics and business goals are met. Precise and time-relevant content can propel the lead generation process in a systematic form.”

Arun Anand, Co-Founder, Flow Realty India added, “A realty brand must be creative yet play by the rules. Before forming a marketing strategy for a real estate proposition, build stronger bonds with channel partners, add context to lead generation and form a data process which includes the necessary plug-ins online. Moreover, sourcing, distribution, pre-sales, sales engagement and post-sales, require meticulous care.”

Abhishek Jain, Co-founder & MD, Terapact Technologies Pvt. Ltd. asserted, “Turning a potential lead into an authentic sale from scratch is not only time-consuming but also uncertain. Thus, it becomes frugal to integrate AI in real estate in the form of personalized chatbots to create an effective sales funnel. Conversational AI driven chatbot can help deliver instant replies to the client queries via any messaging platform, store property listings in business CRM and can facilitate data updating and modifications.”

Manoj Chellani, Chief Sales Officer, Arvind SmartSpaces Ltd emphasized that good leads demand attention and timely response. “Connect with your leads, and the sooner the better. Constantly assist them on their home buying journey to boost conversion rates. Customer engagement is the key here. Developers need to leverage the digital sources for a stronger CRM.”

Sharing his views on how lead generation works differently for different real estate segments Dr Mohit Ramsinghani, Chief Sales Officer - Luxury Sales and Marketing, Shapoorji Pallonji Real Estate said, “Communication changes with a shift in the target audience. Digital marketing, AR and VR may not be so appropriate for affordable or mid-income housing projects. Consumers of luxury residential and even commercial properties are more active online, especially through the use of mobile and tablet devices. Builders must deploy different marketing strategies for different categories.”

FUTURE OF DIGITAL LEAD GENERATION

As per Arun Anand digital became prominent in the recent past due to its streamlined tracking abilities. “Every information is at one’s fingertips. Realtors are adopting detailed measures online and the market will only grow further in the future.”

Jayesh Rathod emphasized, “A mandate company is the future that touches almost all vital points for a realty brand. Companies that nurture their leads see 50 percent more sales-ready leads.”

Mohit Ramsinghani averred, “Internet marketing works best because it is interactive and is highly driven by the forces of lifestyle shifts, evolving needs and growing demands.”

Abhishek Jain affirmed, “Professionals are on a digital-first agenda nowadays. A well- orchestrated 360 degree digital campaign can work beautifully for the sales drive.”

Manoj Chellani said,“Global connectedness, free flow of information and practically a great chunk of population on social media exhorts the very existence of the digital marketing game.”

Ashwinder R. Singh asserted, “Real estate companies are strategically employing both offline and online channels and performance marketing is playing a very crucial role today. Indeed, digital lead generation is the way forward.”

LEAD GENERATION CAN BE BROKEN DOWN INTO SETS OF MARKETING ACTIVITIES CORRESPONDING WITH STAGES OF THE BUYER’S JOURNEY AND MARKETERS NEED TO BUILD A DIGITAL MARKETING STRATEGY THAT PROVIDES VALUE TO THE BUYER THROUGHOUT THAT JOURNEY, GENERATING NOT JUST TRAFFIC BUT QUALIFIED LEADS.

THE BEST LEAD GENERATION PERFORMANCE COMBINES IME- TESTED MARKETING TACTICS WITH MULTI-CHANNEL STRATEGY UTILIZING EFFECTIVE DIGITAL ASSETS AND USING COMPELLING CONTENT TO CAPTURE LEADS. 

Tags : Lead Generation Opportunities Sales Ashwinder R. Singh CEO Residential- Bhartiya Urban & Bestselling Author Jayesh Rathod Director The Guardians Real Estate Advisory Arun Anand Co-Founder Flow Realty India Abhishek Jain Co-founder & MD Terapact Technologies Pvt. Ltd Manoj Chellani Chief Sales Officer Arvind SmartSpaces Ltd Dr. Mohit Ramsinghani Chief Sales Officer - Luxury Sales and Marketing Shapoorji Pallonji Real Estate