As technology continues to revolutionise industries across the globe, the Indian real estate sector is embracing digitalisation, transforming every facet of the industry. Digital tools and data-driven insights are reshaping how real estate businesses operate, from sales and marketing strategies to customer interactions and operational efficiencies. Abhishek Mishra, Founder & CEO of Sellability, mentioned, "Digital transformation in the real estate industry, particularly in sales and marketing, is about enhancing operational efficiency by automating various processes. It's about adopting cutting-edge tools and technologies that help streamline everything, from lead generation to customer engagement, making the process faster, more effective, and more personalised."
In India, where the customer’s expectations are constantly evolving, providing a seamless, tech-driven experience is no longer a luxury but a necessity. Abhishek Mishra
While discussing digital tools, Harish Shroff, Director of Sales & Marketing at Nyati Group, said, "We have just begun; soon, digitalisation will dominate a large portion of real estate sales and marketing. The growing role of online platforms allows consumers to compare properties and developers with just a click. The digitalisation of payments has simplified what was once a cumbersome process, making online bookings and transactions commonplace. However, it's not just about the tools themselves: the real transformation will come from a complete rethinking of how businesses engage with customers, changing the nature of real estate marketing."
Digitalisation is the future, but real transformation will come from a complete rethinking of how businesses engage with customers. Harish Shroff
In contrast, Kaajal Shah, Vice President of Marketing at Kohinoor Group, believes that the real power of digital transformation lies not just in the technology but in how we use data to understand customers on a deeper level. "It’s not enough to simply look at the numbers; we need to understand what drives customers to choose a specific property or micro-market. By delving into psychometrics and understanding potential buyers' underlying motivations and behaviours, marketers can craft more personalised and effective campaigns. The role of AI in automating lead qualification and streamlining repetitive tasks reduces the need for large pre-sales teams. With AI-powered tools like progressive dialers, we can identify top leads and focus our efforts more effectively."
The hurdles to digital transformation include resistance to change, data fragmentation, and the high costs of implementing new technologies. Kaajal Shah
Rohit Kedia, CEO of Arch VI, echoed a similar sentiment, "Traditional property buying required a physical presence; the post-pandemic world has shifted towards digital solutions, with younger buyers especially favouring online research. Tools like AR and VR allow buyers to explore properties remotely, experiencing them as if they were there in person. These tools are invaluable for showcasing premium features and justifying higher price points. But these technologies should complement, not replace, in-person visits."
Digital solutions offer an opportunity for potential buyers to narrow down their choices before taking that next step of a site visit. Rohit Kedia
Navin Thakur, Senior Vice President of Sales, Marketing & CRM at Vascon Engineers Ltd., highlighted how traditional brokerages adapt to technological changes. Thakur believes that despite the proliferation of tech tools, traditional brokers still have a crucial role to play. "Brokers who embrace technology will remain relevant in this changing landscape. Many brokers shifted to online exhibitions and virtual platforms during the pandemic. Today, digital marketing is taking center stage. The challenge for brokers is to integrate technology while maintaining the human touch. However, by embracing technology, brokers can enhance their service offerings, build personal brands, create valuable content, and position themselves as trusted consultants, not just middlemen."
Brokers must embrace technology to stay relevant while still offering that crucial personal touch in the buying journey. Navin Thakur
On the growing influence of AI on real estate marketing, Bhavya Trivedi, Chief Business Officer at Insomniacs, highlighted, "AI-powered tools such as agent AI and propensity models are already helping developers automate marketing processes, making them more scalable and efficient. The true potential of AI lies in hyper-personalisation, delivering ads and content tailored to each customer’s preferences and interests. Developers can reduce acquisition costs and boost engagement by personalising ads. AI can also aid in standardising sales pitches, ensuring consistency across interactions and improving efficiency. With AI-powered tools, follow-ups become automated, ensuring no lead falls through the cracks."
AI will revolutionise real estate marketing, offering hyper-personalisation and improved efficiency in targeting potential buyers. Bhavya Trived
Rohan Shah, Co-Founder of Realatte, underscored the importance of understanding lead drop-off rates in real estate digital campaigns, a challenge many marketers face today. The digital landscape generates various leads; some are ready to buy, while others are just exploring. Identifying where each lead stands in their buying journey is crucial. If a lead isn’t ready to decide immediately, marketers should focus on brand building and keeping the lead engaged over time rather than pushing for an immediate sale. For instance, the Triplead platform allows real estate marketers to track leads and communicate with them via their preferred channels—whether it’s WhatsApp, email, or calls. This helps improve lead nurturing and ensures leads don't get lost in the process, ultimately increasing the chances of conversion over time."
Tracking lead drop-off rates and nurturing relationships over time is key to converting digital leads into sales. Rohan Shah
The future of real estate marketing is one where technology and human connection work in harmony, creating a more efficient, personalised, and engaging experience for buyers. Those who adapt and integrate these tools into their strategies will be well-positioned to lead the way in this new era of real estate.
