The integration of technology marked by the proliferation of digital platforms,has transformed the ways of marketing and selling real estate.
Samir Arora, Immediate Past President - NAR-India, Chairman - CREA, CEO & Founder, Huts Global is of the view that a true paradigm shift in real estate sales & marketing is emerging not from what we build and sell, but from how we communicate, establish standards, and create lasting legacies.”
Rohan Shah, Co-Founder, Realatte, stated, “Digital marketing require tools to nurture leads and facilitate site visits from primary sources like Google or Facebook campaigns. Today, content is shifting to digital formats taking various forms like PR articles, influencer videos on Instagram that increase click- through rates by 30-40% and generate more leads, testimonials on YouTube and publishing news articles online about sales and projects influences customer engagement, encouraging site visits.”
Shruti Kaushik Agrawal, Assistant Vice President, Marketing- TATA Realty shared her views on the office space sales & marketing. “Technology integration plays a critical role in enhancing the workplace experience. Educational content about building’s ESG, facilities & amenities in establishing credibility and trust with potential buyers is important for a long-term sales strategy in commercial real estate.”
Kranti V. Alladi, CSMO, Concorde agreed, “On an average, users in India spend 2.6 hours daily on social media, with 53% seeking factual information It’s essential for engaging audiences at their preferred time and method, significantly increasing video content engagement by 20% over static images. Social media has become the best platform for reaching to audiences, especially in real estate.”
Dhruba Ghosh, EVP & Head Marketing, Provident Housing Ltd. & Purva Land added, “The primary shift stems from a change in consumer behaviour that has
necessitated, embracing digital platforms and virtual tools for engaging with clients, who now seek comprehensive online experiences. For example, video marketing has gained prominence for effective campaign execution.”
Smitha Bollamma, Director Sales and Marketing, Vajram Group, said, “AI has revolutionized real estate data analysis, as it can analyse consumer behaviour
and improve lead conversions from 10% to 30-40%. It provides insights into product pricing and contributes to faster sales, reducing launch times from months to just days. Effective use of AI in marketing and pricing strategies significantly impacts real estate success.”
Rajagopal G, Director & Group CEO, Serene Communities by Columbia Pacific, said, “The key to success lies in deep consumer insights and working on collaborative models. Cities like Bangalore lead in adopting changes, while places like Chennai and Kerala present unique consumer demands. In such a scenario social media is playing an important role in the real estate marketing strategies.”
Establishing strong ties with channel partners is essential for effective sales and fully embracing digital transformation is crucial for marketing strategies. A blend of in-house sales & marketing team and outsourced experts with specialized skills is the ideal practice in real estate.
