Tag: Emerging Trends in Real Estate 2020

State of Industry: Real Estate
Case Study

State of Industry: Real Estate

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
Posted by Palak FYA
State of Industry: Education
Case Study

State of Industry: Education

What’s Covered in this Deep Dive Current Digital TrendsCommonly Faced ProblemsChallenges & OpportunitiesA New Approach to Digital PromotionsFuture Trends Current Digital Trends Commonly Faced Problems Quality Lead Generation Every industry needs quality leads, while in order to  create awareness about the brand we should also consider that generating quality leads is also as important as branding Database Management The lifespan of the database generated in the education industry is very small, as the people who are interested today won’t be interested after a few months, it is important to effectively manage & generate new data Parent vs Student Targeting With the current digital trends, it is necessary to target students as they are also becoming more aware of the offerings and their career choices Engaging an Outside Audience When it comes to engaging our audience the first thing in mind comes to engage people associated with us such as students and parents. We also need to target and engage our potential TG Leveraging your Organic Community It is really important to leverage our organic community to spread the message. Encouraging students and parents to talk about the institute would help us build trust among the outside community State of Digital Marketing Challenges Online Reputation ManagementContent CreationBrand  building via differentiated contentDedicated resources Opportunities Involving Students in Content CreationDigitizing Lead GenerationCreating Micro-InfluencersBuilding long term engagement on DatabaseThought Leader Positioning Online Reputation Management ORM would help us build a brand online through various activities and interactions with our audience and also help us build/ maintain brand image online Also, we can have a strong presence in the digital space and we would constantly track the content related to our Institution. ORM can also be effective to tackle cyberbullying cases Sessions to help students & parent deal with content consumption & online bullying With the current scenario of increasing cyberbullying cases, we would also need to conduct seminars where we educate our students on what online bullying can lead too, also, how can one tackle such situations. Plus, with the growth of E-learning facilities, we need to track the content a particular student is consuming  A New Approach to Promotion Lead Generation Funnel Flow Where else it helps Multi-level engagement with the userGiving out information about the offeringsWhile students share their experience, it builds a trust factor among the audienceAs 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 Why this Funnel works? Create Giving our audience the initial introduction to the brand without asking for much of their time or effort Engage 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 our offering and courses Interact 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 Future Implementation Internal Communication & Review Systems Currently, the majority of the communication happens through WhatsApp, where there are different groups as per the class and the sections This creates a problem in seamless communication. There needs to be an internal communication system which helps in direct communication with teachers and students Micro Social Networks Micro- social networks are similar to any other social media platforms but the objective these micro-platforms serves are different These platforms work almost the same as any other social network but is completely regulated by the institute Also, this helps in many aspects the major being taking students out from the traditional social network platforms like- Facebook and Instagram Original Content Creation Students participation is also important while generating original content as it not only reflects the brand but also the creativity of the students Creating original content such as student’s life at the institute, students take over, blogs, articles, etc help us in multiple ways. Firstly, people get engaged in these types of content and also it increases brand recall. 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
Posted by Palak FYA