4 REAL REASONS REAL ESTATE BUSINESSES NEED DIGITAL MARKETING RIGHT NOW
The Indian real estate market is expected to touch US$ 180 billion by 2020.
Source: www.ibef.org
The real estate sector in India has seen a considerable upward growth over the last few decades. With properties being developed aggressively and every available inch of land being loaded with structures, it seems this industry shall always remain one brick ahead. Also, real estate is one sector where physical tangibility is crucial in buying decisions. Online buying of flats, houses, properties is unheard of; a buyer-seller meeting is unavoidable. Having said that, it would be great to be able to showcase your architectural designs or layout, sample flats, structural layout etc. to buyers even before they visit the actual site.
Despite all of the above, if you are still in the thinking mode regarding creating your digital identity, then may heaven help you!
You search for one, we give you four key reasons, as to why all real estate developers, architects, interior designers and property dealers MUST have a digital presence in addition to a sound marketing strategy.
Online marketing for your offline business
First things first, digital marketers have never disowned or ridiculed offline marketing methods. On the contrary, experts have always endorsed a mix of both the worlds, to deliver the best possible customer experience and create a 360 degree customer engagement envelope. Millennial buyers who are hooked to their smartphones at all times, prefer an ‘app’ experience for literally everything they want to buy. A robust digital marketing strategy and execution can deliver an omnichannel experience to your customer.
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Real time location targeting through social networks
Most smartphone users today are aggressively using location features to operate majority of the apps installed on their phones. Social media channels also use real-time location data to send important information regarding features, offers etc. Leveraging this geolocation sensitivity, marketing messages can become optimized and hence more meaningful to those receiving them. Spamming is offensive and is definitely annoying; no one wants to associate with brands and businesses who create spam content.In addition to that, digital marketing can help build groups of audiences for every project: location-wise, net-worth-wise, size-of-the-flat-wise, preference-wise and so on.
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Challenge: IT and content (strategy)
Perhaps the most challenging part of the real estate and architect business is team efficiency. Even with smaller team sizes in the SME segment, digitally empowering your team translates into better customer engagement and experience. It makes things manageable for the staff with little training. A mobile friendly website and up-to-date social media accounts will empower your executive to present your sample flats or designs to prospective and potential customers within seconds. Not only that, self-help customers can freely surf through your projects at their own leisure.
Content related to key project differentiators on concepts such as smart-homes and home automation where there is not much (vital) information available on the web can be a good content marketing tool.Build your brand-recall in the minds of your customers, just when that need arises.Click To Tweet
However good your content and strategy may be for digital marketing,
if you have not adopted mobile / device optimization, you cannot beat the competition
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Real strategy for real marketing - Using analytics
Ever wondered why some campaigns fall on their face even though they are awesomely built? Strategy is one of the answers.In digital marketing, they say, what gets measured, gets managed.
Digitally speaking, all your content, campaigns, creatives, concepts and communication comes under the scanner of the magnifying glass called “Analytics”. A major difference in the methods between offline-online and conventional-vs-contemporary marketing is - “Measurement”. What can be measured, can be analyzed too.
Digital marketers analyze information and data received, study the outcomes and responses, and optimize campaigns based on these factors. With this precision, guided by your strategy of creating an optimal mix of online and offline channels to reach the user, success is bound to be yours.
