State of Industry: Real Estate

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