Tag: Digital Trends in the Real Estate Industry

What’s Covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture 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 displayLead specific digital campaignWebsite based contact formJunk leads through digital activities Opportunities Stronger remarketing360-degree videosSEO on long-tail keywordsInstagram 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 userReduced CTR and higher ROIIncrease in search volumeAs 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