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Content Marketing for Real Estate



In today’s time when home buyers have become smarter by investing more time in understanding the projects they are going to purchase and call it their home. It has imperatively become more important to reach out to your customer in more than one way. Gone are the days when you really had a chance to wait for them to do a site visit to make them understand about your offering. Today 50% of the scrutiny already happens well in advance and in future this ratio is only going to increase.

So, what it is that you do to get your communication going the right way to your customers? And right at the point you decide to get your content marketing strategy in place, you are bound to get overwhelmed with all the advice you may get. Whether one has to focus on your website and it’s optimisation, blog, building email list and content, posting on social media or increasing your network. Where it’s the reach that counts or it’s engagement that matters?

The reality though may baffle you but you just might have to do it all to get the attention that you seek. But, remember when you do so do not forget that ROME WASN’T BUILT IN A DAY. So, my advice? Take one step at a time if you are doing things online. If in case, you have hired experts let them as well do the same. Until and unless you are ready to shell out a bomb for fetching an overnight visibility. But there as well, the big daddy of internet GOOGLE wouldn’t let you sit in peace. Yes! The paid promotion may put you there but a long term impact can only be created by having a long term strategy in place.

Here are 6 pointers which would help you get started :

  2. The bare minimum requirement that you can’t do without. Just the way you invest building up for your site experience. Your website serves as a window to all your customer to notice what you have on offer. How competitive is your offering? While building up your website make sure following pointers are well taken care of.

    • Your brand (LOGO, MISSION and VISION)
    • The Founder and Team behind it
    • Your projects (Linked with Project pages or Project Micro-sites)
    • Location advantages and Amenities advantages for each projects
    • Call for action
    • Your contact details
    • Your Social Media Handles
    • Real time Chat Option
    • Project brochure (Link or downloadable)
    • Clients Testimonials
    • Blog (Try updating this with Projects updates or Location updates)
  3. Blog posts
  4. Getting your website is the first step. But, the BIG Daddy of internet (Read Google) loves it when you update the content on your website. Since, regular updates might not be many, this is where blog comes in to play and help you get best SEO results. Create as much content as possible. Make sure the content is unique, informative and engaging. Here are few tips for you to get started.

    • Projects description
    • Projects updates with Images
    • Customer testimonials and videos
    • Your marketing campaign and success Stories
    • Infrastructure upgrades around your projects and how will it benefit customers in future
    • Impact of policies on Real Estate
    • Terminologies used in Real Estate
    • Your brand story

    Remember two key pointers, while you focus on above pointers try giving it as much human connect as possible. And second try ending it with questions triggering customers to connect with you with their version or queries.

  5. Lead capture
  6. What’s the point of investing on online medium if you can’t capture leads? This is where it all gets interesting. Average customer in India who wants to buy a house gets close to 10-20 communication at any point depending upon the geographic location one is located in. This figure goes up to as high as 40-50 a week if it’s a Metro. Just like you they too hate getting trolled by realtors. Thus, out of every 5 customers who ends up on your website, only one would end up filling up your lead form. How do you ensure that you better the strike rate?

    The formula is simple, giving him all that he/ she may need. But, let that one thing be not visible till the time he isn’t giving his contact detail. He may or may not be a potential client today but can be tomorrow. And increasing your email list circle is any day is one of the best practice to get your word out at the minimal expense. So, what is that you do they do end up giving their contact details to you? This is something which needs your attentions. For every project this may vary. But, here are few famous hacks:

    • LEAD form pop up while downloading brochure
    • LEAD Form pop up while checking online brochure right before floor plan page
    • Lead form at the point of price inquiry
    • Letting customer avail special benefit by auto generated code online
    • Lead form pop up while revealing exclusive Financial offer for online customer
  7. Email campaign
  8. So, you have got a good amount of leads. Now, what to do with it? Flood them with daily emailers? Please don’t. Just like you, your customers today hate getting bombarded in their mail boxes with unnecessary emails. Try to be crisp with your conversation on email and keep them relevant. Following pointers would help you understand the do’s and don’ts.

    • Don’t try to sell every time
    • Have your own take on Policies or regulation changes shared
    • Get as personal as you can by using customized emailers
    • For existing customers do keep them updated with regular updates about the projects they have invested in
    • Have proper classification done for your database, one mail content may not fit all. Your affordable offering may differ from your luxury offering and thus the communication
    • Time them well once in two weeks is the maximum you should aim for, lesser the better.
    • If any financial offering is being shared, make sure it is explained well with info-graphics or a video.
    • Have Video links (Embedded) propagated as well to add a personal touch or to explain offerings or communication
  9. Social media posts
  10. Social media is supposed to be one of the most underestimated tools at this point in India. If you have been on this wagon for a while, you must have exhausted your kitty of HOME LOANS, VAASTU TIPS by now. What’s next? If you are starting now, then please feel free to follow the stereotype, but try getting on to the bigger and better game at the earliest. So, below I am sharing the key pointers for you to get your SMM going in your own unique way. Followed by few favorite SMM campaigns we got to execute last year.

    Key Pointers:

    • Don’t put SMM post for the heck of it.
    • Don’t post everyday if you don’t have the right message to deliver. Alternate day postings too may not do any harm. But, put relevant content
    • Create digital assets which your patrons can relate to
    • Try creating a design ideology of your own. Remember while your customer scrolls through his mobile he/she may not give a look on your content for more than 1 sec. So think, think
      real hard what would make him stop.
    • Try creating stories around your post. Highlight amenities as if they were to use them tomorrow
    • Plan campaigns around your SMM handles which can fetch better organic reach or can be a point of discussion. Can last longer. Which means a customer gets to see 10th post of the campaign, he/ she just might be forced to check the story behind it.
    • Plan campaign where people too can engage. Now, it’s a given fact that real estate isn’t something which customers would want to relate with at random until and unless they are going to invest in you. Thus, try using common fields around human emotions, family, outing, life where they can feel a connect and can respond.
    • Do not shy away from keeping rewards for your online audience how much ever small. It might not fetch you the right audience all the times but then can certainly help you get that organic growth. A 21 year old participating in a contest on your page might not be your T.G but friends in his timeline just might be. So, don’t go all out on such rewards but keep few. It hardly costs much but helps you a lot in your organic reach.
  11. Social Media Ads/ Google Ads
  12. The last section but the big devil. Yet, proved so far the most economic option for a mass outreach or a narrow casting. The point is Facebook and Google got to earn. They can’t earn out of common people. But, they expect the business to pay them well. And they aint wrong either. Thus Facebook with their latest update has changed it’s algorithm for their page for 1% potential reach. That is unless your post gets likes or comments it aint going to be shown to more than 10 people out of 1000 fans on your page. Thus you got to promote your page, boost your posts. Well they come at quite an economic price, thus keep some budgets for this reserved all the times. Else, none of above pointers would help beyond a point. No point of investing in any agency or digital expert if you do not allocate some hard earned money here.
    Similar with Google. If you are starting now or a new project is launched just now. The big daddy needs some pumping for their Ad-words for your communication to be visible. (More on this in the next blog.)

Now, make sure these 6 things become pillar of your marketing chain. Either of it being missed would take away some share off your content strategy plan.

Just to rewind.
If you do not have the right website, you may miss out on potential audiences. If you don’t invest in blogs you may be left out in the search engine race. If you do not have lead capture whom would you mail to. If you do not have right email communication no one will respond to you. And if you can’t have control on your SMM handles you can’t be in touch with clients whom you must have mailed your offerings. This missing on nurturing both current and past clients. Thus go all out because there’s no other way here. May be without it, today you may survive but tomorrow you certainly won’t. And tomorrow if you are going to do it, well it just might get a lot late.

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How To Get Started In Real Estate Marketing




How To Get Started In Real Estate Marketing

For those who aspire to have a career in real estate marketing, the first and foremost question that comes to mind is how to get started? Even experienced people, who have spent some time in the profession, when faced with the lack of new business, ask the same question. It is a very genuine question when you consider the fact that real estate marketing is very rewarding yet one of the most difficult tasks to accomplish. Is real estate marketing really so mysterious? Is it really hard to figure out? Do you need to be marketing specialist to grow in this sector? These are some question that comes to mind, who is a beginner in the sector.

There are certain important things that you need to consider first, before stepping into real estate marketing. Many crucial steps are ignored while choosing the products, primarily due to the focus on the money factor. The harsh reality, unfortunately, is that the drive for an instant sales push is a killer towards the chances of building a great marketing strategy because all your effort is concentrated towards sale while you tend to ignore other possibilities.

The initial planning steps could be a little boring and time-consuming. But if you are truly focused and passionate about selling real estate, if you invest some time in deciding how to promote it, then it will be a walk in the park. However, if you are not interested in doing any research, want to get out there directly and start selling then it might be a difficult job for you. Then again, it’s totally up to you, if you want to spend more time on money-making and less time on marketing research, but if you invest more on the later part, the earlier part becomes the whole lot easier.

There are no short-cuts to the marketing program that you can choose and expect instant success. If anyone tells you that it is possible, then you need to be even more careful because it is practically impossible. But with proper knowledge, patience and time, it is not at all impossible. Everyone have some unique qualities and have their own way of selling real estate, all it takes is to groom those skills to perfection.

First, understand the basics of marketing to identify – the WHO, WHERE, HOW, and WHEN of real estate marketing. Once you have identified these, then you get to have fun with ‘WHAT’ you will be offering to your clients. This is your business; develop your own marketing program and strategies to make the most out what you offer to your customer. After that, real estate marketing would seem really easy but remember it all starts with proper planning.

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Developers are Experimenting with Disruptive Marketing




Developers are Experimenting with Disruptive Marketing

Several developers have resorted to disruptive or innovative marketing strategies, to improve their sales. We examine whether such concepts can create a better connect with property buyers

While developers in India have often been blamed for being stereotypical, to the extent that even the marketing brochures of identical projects are similar, some first movers are experimenting with innovative/disruptive marketing and with reasonable success.

Whether it is called market disruption or innovative disruption, it is proving to be an important concept, at a time when the market conditions remain challenging. Wikipedia defines disruptive innovation as one that creates a new market and value network and eventually disrupts an existing market and its value .

Developers are increasingly resorting to innovative offers

Disruptive innovation is not a new phenomenon in Indian real estate. For example, Bengaluru-based Sobha Ltd launched its Sobha Connect program, where the developer is knocking on the doors of housing societies that were delivered 10-15 years ago. The benefit of this approach, is that satisfied buyers act as brand ambassadors and send new referral clients to the developer. JC Sharma, MD and VC of Sobha Ltd, maintains that in a real estate market where most of the things are done in a traditional manner, any new approach that encourages the workforce to think out of the box, helps. “We are trying to better our processes, bring in more efficiencies, cut costs and improve quality,” says Sharma.

Another Bengaluru-based developer, Puravankara, has brought innovative disruption in the market by allowing the customers to purchase an apartment and then lease it back to them for a contracted term of seven years. Puravankara’s Managed Residences Plan is a three-way alliance between Puravankara, Snapdeal and JLL, to provide a unique leased asset management.

This enables customers to purchase a ready-to-occupy apartment from Puravankara across Bengaluru, Chennai, Coimbatore and Kochi and lease it back to Puravankara with an additional rental appreciation benefit of 8% every year. Buyers have an exclusive option for premature withdrawal from the lease agreement, in case they choose to occupy the apartment or manage the rental process themselves.

“Developers in the past have offered rent assurances for one or two years. However, our seven-year rentals, indicates our bullish view on the long-term real estate story in the country,” says Ashish Puravankara, MD, Puravankara Projects.

Disruptive strategies should provide value for buyers

Mumbai-based Godrej Properties, sold villa units worth over Rs 300 crores, at its newly-launched project, Crest, in Greater Noida, in a single day. The channel partners who were taken on board, claim that it has not been just the corporate brand value of the developer that created this level of market disruption. Similarly, in Mumbai, Omkar Realtors and Developers, is offering home loans at just 4% interest rate, along with a static floor rise in its project Ananta at Goregaon. The company has also introduced a flexible payment plan with a booking amount of only Rs 2 lakhs.

Nikhil Hawelia, managing director of the Hawelia Group, however, points out that innovative disruption is only talked about, when a leading player introduces it. The small and mid-sized developers always come up with market disruption, to get noticed, even if it is confined only to the core micro-market. In real estate, the quest for market disruption, had earlier been to expand exponentially into non-core areas. The trend proved disastrous for most of those developers and most of the second-generation developers in the business have learnt from the experience of erstwhile leading players that went into oblivion. Hence, the new market innovations now, are more grounded and realistic.

Market disruption gains ground

Innovative disruption has the potential to be a market differentiator for developers.

Today’s buyer expects the builder to make an offer than no one in the market can match.

First movers to introduce market disruption have reaped the benefits, as the buyers find greater value for money in such emerging practices.


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Real Estate Sector Gets 19 Investments Worth $3.4 Billion In First Quarter




real estate investors in india

MUMBAI: Indian real estate is now becoming way more attractive to investors — both foreign and domestic — than ever before, thanks to changes in the regulatory framework. The global capital flow into Indian real estate in 2016 stood at about $5.7 billion. Though the historic high of 2007, in terms of total PE inflows, was not breached, last year proved to be the second best year so far.

This year has also started with a bang as real estate companies and projects attracted 19 investments totaling an announced value of $3.41 billion in the first quarter ended March. The value of investments in the March quarter was up 2.7 times from the year-ago period, which had seen investments worth $1.25 billion across 18 transactions, showed data from Venture Intelligence.

“Indian real estate has attracted around $32 billion in private equity so far since 2005…Despite Brexit and uncertainty around the new US president’s outsourcing and visa-related policies, private equity activity looks healthy in 2017 too, thanks to a strengthening and modernizing the economy and the growing reputation of India as an attractive investment destination,” said Ramesh Nair, CEO and Country Head, JLL India.

The commercial segment, led by GIC’s $2.14 million investment in DLF’s rental arm, attracted an all-time high investment worth $2.6 billion across five transactions during the March quarter. Venture Intelligence data assumes the proposed transaction between DLF and GIC, which has been disclosed to the stock exchanges, goes through.

Real Estate Sector Gets 19 Investments Worth $3.4 Billion In First Quarter

“While the mega deal between GIC and DLF’s promoters does skew the numbers in a big way during the first quarter of 2017, the spike in investor interest in the commercial segment is for real, given the enhanced activity of other investors like Blackstone and others as well,” said Arun Natarajan, founder of Venture Intelligence.

Global capital flows into Indian real estate are set to increase further. Rise in consolidation activity apart from transparency and possible listings of Real Estate Investment Trusts (REITs) in 2017 are some of the important developments expected to boost foreign and domestic investor participation.

While the commercial segment, with 76%, dominated the investments value pie, the residential projects continued to attract the most number of investments attracting 12 investments in the first quarter. Residential projects attracted 63% of the volume pie worth $690 million, Venture Intelligence said.

The western region, dominated by Mumbai, attracted eight investments during the quarter, while projects in North India accounted for six deals, followed by South India with five deals.

The largest investment reported during the quarter was the GIC pact to acquire 40% stake in DLF’s rental arm DLF Cyber City Developers. The next largest deal was Blackstone Group’s $250 million investment to buy 15% stake in the office holding company of K Raheja Corp.

During the quarter, private equity real estate (PERE) investors obtained exits from five real estate investments fetching $119 million. The exit volume was down 62% compared to the same period last year that had witnessed 13 exit transactions worth $390 million.

India’s tier-I cities have moved up to the 36th rank in JLL’s 2016 Global Real Estate Transparency Index — a bi-annual index — on the back of improvements in structural reforms and a more liberal foreign direct investment (FDI) regime. Increase in transparency results in higher investment in such real estate markets.

Source: Economic Times

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