DIGITAL MARKETING & CUSTOMER EXPERIENCE

The essence of real estate is deeply rooted in personal connections, and hence, humanizing digital marketing is pivotal to a successful marketing strategy. The current landscape dictates that digital marketing should enhance human connections, maintaining relevance as technology advances. Piyali Dasgupta, Director - Corporate Marketing & Public Relations, Knight Frank India Pvt Ltd, said, “Customer experience, propelled by desires for greater attention and personalization, is a critical factor in the evolving landscape of marketing. Automation, particularly in back-end processes, is emerging as a significant change agent alongside AI. Moreover, purpose-driven marketing and digital collaboration are increasingly influential in adding value to real estate services, encompassing initiatives like home inspections and green certifications.”

The personal touch, reminiscent of traditional methods can be achieved through data-driven per- sonalization, adding value to customer interactions says Samir Arora, Immediate Past President - NAR India, Chairman - CREA (I), CEO & Founder, Huts Global, “Access to robust data enables precise identification and contextualization of information, enhancing audience targeting and personalization. Detailed data empowers teams, equipping them with the necessary tools to engage effectively with consumers, thereby improving conversion rates. Ultimately, personalization based on comprehensive data improves brand offerings and strengthens relationships.”

Ayushi Garg, Vice President – Strategy, Flow Realty gave an example of data driven personalization “Our digital marketing strategy is predominantly focused on leverag- ing QR codes to blend online and offline platforms, enhancing story- telling through this synergy. While digital engagement is heightened by video content, we acknowledge the necessity of consistent messaging and the significant role of offline mediums in bolstering brand credibility and aiding conversion.”

Asha Singh, Sr. Vice President Marketing, 360 Realtors, added, “In digital marketing, a significant number of leads are generated via Facebook and Google, necessitat- ing refined retargeting tactics. By segregating the leads based on the customer's specific interests—be it amenities like schools, balconies, or clubhouses—we tailor our marketing narratives for effective remarketing. Utilizing data privacy compliant strategies, the power of automa- tion enables predictive analysis and segmentation to create a sense of urgency (FOMO), which, coupled with a well-managed referral pro- gram, can substantially enhance real estate sales.”

THE DEVELOPER’S VIEW

As technologies facilitate more personalized and targeted marketing efforts, the traditional division between Above The Line (ATL) and Below The Line (BTL) activities is becoming less distinguishable and technology has a big part to play. Suneet Singh, Vice President – Sales & Marketing, TARC Limited, stated,“Real estate marketers must employ a combination of ATL and BTL tactics effectively, considering the ad-antages and limitations inherent to each method. In particular, outdoor advertising demands a data-driven approach to tap into local markets with precision while recognizing its measurement challenges.”

Jay Chandani, Director –Marketing, Pacifica Companies India, shared that both traditional and digital media play crucial roles in commerce. “Digital media's mea- surable and interactive qualities make it unparalleled while, tradiadvertising like billboards and newspaper inserts remain valuable. However, the analytical depth and potential return on investment render digital platforms superior.”

Dr. Vishesh Rawat, Vice President – Sales, Marketing & CRM, M2K Group, said, “Personalization in marketing is increasingly significant due to technology allowing for more precise targeting and tailored strategies. Currently, below-the-line (BTL) activities are vital for their cost-effectiveness and measurability, especially in lead generation. In contrast, above-the-line (ATL) remains crucial for brand building and reaching broader audiences. However, routine campaigns and sustainable projects typically require a return to BTL methods. As the lines between ATL and BTL blur, especially with digital media's rise, a digitally driven BTL approach appears to be the future trend.”

Palak Dani, CMO, Runwal Group, agreed, “Turnaround time and technology are crucial in real estate, particularly for marketing and efficiency for both large and small-scale developers. Educating brokers and customers on the ef- fective use of apps is essential, as it facilitates deal closure by providing timely updates and information.”

Rajeeb Dash, Head Sales & Marketing, Adani Realty added, “Under- standing user browsing patterns is key to crafting targeted communications and improving engagement. E-commerce widely adopts push notifications to prompt customers about their uncompleted purchases. It's vital to customize messages across diverse platforms like web push, WhatsApp, or email based on the customer’s purchase journey, a practice embraced by industries like real estate to connect with an inter- national clientele, including NRIs.”

Adding another perspective Smarajit Mishra, Head - Marketing and Strategy, Brigade Group expressed that effective adaptation requires not only advanced IT infrastructure but also substantial investment in training and the selection of the right technological partners. Viewing these investments as a means to generate profit rather than just as an expense is crucial for our future success.”

Rajendran, Chief Sales and Marketing Officer, Shapoorji Pallonji Real Estate was of the view that the real estate industry has witnessed substantial evolution over two decades, marked by the entry of corporate brands and subsequent private equity investments that favour technology driven operations. “This sector's growth is pivoted on technology integration for customer engagement across various digital platforms, that is further accelerated by regulatory reforms and need for transparency.”

THE MARKETER’S ANGLE

The traditional owner-centric mindset in real estate is evolving as companies recognize the value of investing in digital strategies that now encompass both ATL and BTL marketing, enabling personalized customer communication alongside action-oriented tactics. According to Fanindra Jain, Founder and Digital Creative Head, Shreyansh Innovations, the effectiveness of tools such as predictive analytics or automation in marketing is contingent upon the narrative that varies with the target audience. “For our real estate marketing, we specifically tailor communications to a precisely defined demographic, often obviating the need for such technologies. The utility of advanced tools is secondary to the clarity and specificity of the marketing story being told.”

Elaborating on the technology, Govind Rai, Co-Founder & CEO, Insomniacs Digital Pvt. Ltd stated, “I believe technology can automate and improve customer experience more efficiently. AI, community management apps, customer apps, broker platforms, and workflow automationare all test points to consider.”

Ankit Saraf, Founder, Meraqi Digital, added, “Digital transformation is crucial for brands to excel, which entails not only creating a strong online presence but integrat- ing advanced systems throughout the business. Automation extends beyond basic acknowledgments to continuously engaging potential clients through tailored content until the sale, and beyond, using advanced tools like CRM and WhatsApp automation. Finally, it is imperative to employ data-driven strategies in decision-making to effectively leverage the vast amounts of data collected for insightful marketing initiatives.”

Manish Porwal Managing Director, Alchemist Marketing & Talent Solutions elaborated, “The real estate industry continues to market properties based on tangible dimen- sions, yet there is potential for a conceptual approach. Digital platforms present a unique opportunity for storytelling and customer engage- ment, beyond mere transactional interactions, thereby augmenting property sales.”

Rahul Bansal, Co-founder & CEO, Propacity, added, “To enhance customer experience across all points of interaction, it's critical that efforts intensify in standardizing touchpoints and educating all stake- holders, from pre-sales to brokers, in alignment with the company's core values and ethical practices.” Alok Gupta, Director, Graphisads Limited stated, “In the quest for technological advancement, both customer and vendor interfaces must prioritize simplicity to elimi- nate redundancy and streamline user time constraints, a responsibility that falls to the development team.”

Samrat Tiwari, Director, Webzaa, emphasized that in the realm of digital marketing strategy, human- ization plays a crucial role; despite automation's efficiency, customer experience often requires a person- al touch. “Automated systems are essential for immediate responses in scenarios like banking OTPs, yet they fall short on service calls where empathy and personalized communication are paramount. Throughout a customer's journey, particularly in real estate investments, thoughtful interaction and nurturing are vital during the research and consideration phases.

While algorithms connect and guide interactions, genuine human engagement is indispensable fornnections for meaningful brand connections.