Creating a brand new narrative for the traditional real estate industry requires connecting the three dots of content, media, and technology. The experts discussed various creative strategies to engage audiences and recommend not looking at digital strategy as just a world of metrics and short-term thinking.
According to Fanindra Jain, Founder and Digital Creative Head, Shreyansh Innovations,”Real estate is a well thought out purchase, and a brand must set a humane approach with a combination of three primary objectives - awareness, penetration, and remarketing for a campaign. The creative around these digital vantage points should be true to the platform and objective because you are dealing with a dynamic consumer base on social media. When content goes viral, it creates an impact. Humanizing aspects, adding emotions, and creating something memorable has been key for any communication plan for decades. One must extend digital storytelling to an engaging format to build creative solutions for the audience.”
Srinivasan Subramanian, Executive Director, Koncept Ambience quips,“Establish an empathy marketing budget and lend your end consumers a dream full of happy images. Make them feel special about their decision. The pandemic was beneficial for the digital marketing space and the trend is here to stay. We must support the newness.”
Mukesh Bharadwaj, Co- Founder and CEO, Oyemarketer shared his experience about tracking the progress and return on investment on digital platforms, “An ever transitional scope in digital marketing makes it easier for both parties. 10X ROI was not a big deal few years ago. But with growing competition, the increase in ROI from 5x to 10x is significant. So, if we are running a campaign and something isn't right, we can change things in 15 days. However, we should allow ourselves a bracket of three months for effective SEO activation. At the moment channel partners and builders must work hand in hand to accentuate promotions and sales. Real Estate market is oversaturated and competition is fierce. Powerful content is the way to amplify customer experience. I believe content is the future."
Ankit Saraf, Founder, Meraqi Digital, added further, “There is no one-size-fits-all solution for brands and their products or services. Unlearning and recreating ideas are essential. So, we must be inclusive as well as open to change whatever is redundant. To be honest, there can be varied strategies one can employ for a particular brand. Tailor-made campaigns for specific brands is a palatable option. An eclectic mix of data, technology and content is bound to create memorable brand experiences.”
Talking about return on investment (ROI), Govind Rai, Co- Founder - Insomniacs, Blueprint, RealtyX, shared, "We want to focus more on the ROI side. In real estate the thumb rule of 1: 50 is basic and we have to give a 50x return on every one rupee that the client spends. The purchase contracts sum up to basically 2% of the acquisition costs for inventory that we are selling. There are four data points in the expansive realty industry- one is the lead, second is return on calls and data formation, third is site visits and reviews, and the fourth point is the final purchase. Tweaking the technology and offerings to suit the mandate business and continuously making the journey better is a brand new take on the business model which earlier was dependent on developers. Mandate agencies are the future. Consistent content driven method is a great way to steer in today’s fleeting times. This is only a start for the digital space in the frenzied realty business.”
Samrat Tiwari. Director, Webzaa emphasized on choosing scalable technology which supports businesses online to reboot and refresh whenever deemed essential. Your website is your digital office and you must keep adding to the same for an upgrade. Hosting is now in the age of cloud computing. And technology is not saturating anytime soon. Home buying decisions are thoughtful and as marketers we must value that.
DURING THE TIME OF PANDEMIC, REALTY DEVELOPERS WITNESSED ACCELERATED SALE FOR WHICH THE HUGE SHARE OF CREDIT GOES TO DIGITAL MARKETING WHICH PLAYED A PIVOTAL ROLE IN TURNING THE TABLES FOR BRANDS DURING THE LOCKDOWN.
UNDERSTANDING CONSUMER BEHAVIORAL PATTERNS CAN SAVE BOTH MARKETERS AND BRANDS FROM SQUANDERING TIME AND MONEY. CONTENT AND COMMUNICATION MUST BE AUDIENCE DRIVEN.
.jpg)
.jpg)
