What’s Covered in this Deep Dive
- Current Digital Trends
- Commonly Faced Problems
- Challenges & Opportunities
- A New Approach to Digital Promotions
- Future Trends
We have tried to take a holistic view of the industry’s approach to digital marketing & based our analysis on that.
Current Digital Trends
Commonly Faced Problems
Low CTR & High CPL
As the major chunk of the budget is spent in display marketing, the number of people visiting our website is pretty low
Low Lead Quality
Currently, the quality of leads generated through a digital campaign is not that great as people who fill the contact form are researching about properties
Lead Tracking
Most of the developers either don’t use an LMS or the system they use is not up to the mark to track the lead journey
Calculating ROI on Ads
It takes a few months for a lead to get converted. Due to this while reviewing the campaign at the end of the month the ROI remains the same as it was in the beginning
Expecting leads from a display campaign
People do expect the flow of leads from each activity they do. Display campaigns work best if the objective is to create awareness as it attracts more eyeballs than sending people to the website
Going beyond search
Developers think that Google search ads are the only way to generate quality leads while doing digital. However, with a perfect strategy in place, social media platforms can also generate quality leads
State of Digital Marketing
Challenges
- High spends on native display
- Lead specific digital campaign
- Website based contact form
- Junk leads through digital activities
Opportunities
- Stronger remarketing
- 360-degree videos
- SEO on long-tail keywords
- Instagram swipe up ads
A New Approach to Promotion
Lead Generation Funnel Flow
Why this Funnel works?
Engage
Giving our audience the initial introduction to the brand without asking for much of their time or effort
Interact
Once we have engaged the users in the digital space, we can retarget the same audience and send them to our website/ landing page where they can have detailed information about the brand and the project
Convert
It is possible that people might not fill up a contact form as people are not willing to give their information in one go, this is where Lead generation ads work well, where we capture the information within the platform and not sending them to a landing page or website
Where else it helps
- Multi-level engagement with the user
- Reduced CTR and higher ROI
- Increase in search volume
- As we are constantly engaging the users and they have become a part of our funnel process so we can re-target people for a longer period
Apart from the above-mentioned points, it also helps us in building a strong brand recall
WhatsApp API
A new way to capture leads in Real Estate is we can send the digital traffic to WhatsApp rather than a landing page. We are able to generate quality leads as the conversation is initiated from the user’s side.
Content Marketing
Content marketing is completely being neglected when it comes to real estate marketing.
While promoting blogs, user-generated content and other forms of visual content helps in brand recall and remarketing
Community Building
Building an engaging community would help us in the long term as it increases the word of mouth
Providing special services to our existing community and promoting the same would help us grab eyeballs and ultimately would expand our community
One of the examples of community building is Raheja Care- an online portal for the residents of Raheja Universal who get special discounts on furniture
Quick Tip for Social Lead Gen
Our entire effort is focused on making sense of complexity in brands and products. From promising startups to companies with decades of history, we create and position businesses from strategy and design to developing a complete user experience. Designing brands and products that speak to both heart & mind.
-YASH SANGHVI