Ganesh Housing, one of the leading real estate giants based in Ahmedabad, recently announced the launch of their First Priority campaign. The campaign started off as the brainchild of Insomniacs digital agency, backed up by the efforts of INIT Design Studio.
Ganesh Housing was founded by Late Shree Govindbhai C. Patel in 1969, and they have been marking their presence in the real estate industry ever since. Their tagline, i.e. “Your Smiles are our Real Estate”, brings further evidence to the fact that Ganesh Housing strives to stay above their competitors by dealing with their customers on a more personal basis. It was from this very perspective that First Priority Campaign was born from the brainstorming sessions at Insomniacs.
The First Priority campaign aimed at serving as a reminder to the populace that at the core of everything, a happy home is what keeps a person going. In a world filled with project deadlines, working hours and client meetings; individuals tend to miss out on the very concept of staying home and spending time with the family. Therefore, the First Priority Fest was launched to bring the focus back to a person’s home, taking on an emotional aspect for both the brand and the customer. For the campaign, renowned personalities from a variety of industries were brought-in to endorse Ganesh Housing’s latest venture. Along with the celebrity endorsements, Ganesh Housing promoted two of their numerous residential projects, i.e. Malabar County-II and Maple Tree that would serve as the ideal choices for a new customer to book a house in.
Shekhar Patel M.D, Ganesh Housing Corporation Limited, said, “The First Priority Fest is a one of a kind initiative by any developer. Local ambassadors from a spectrum of professions and age groups were recognized and brought on to the Ganesh Housing platform to give a voice to their individual priorities. The Strategy was basically to tap into Local communities with a Global message and we are very pleased that we were able to do that successfully.”
Aneri D Patel, Director, GANESH HOUSING further quotes “The First Priority Fest campaign has been a unique engagement initiative by Ganesh Housing. It is not often that companies are able to connect directly with their target audiences through advertising campaigns. Individuals from different industries that might not be known nationally but are prominent figures of Gujarat were identified. Each of them gave a voice to their first priorities and this I believe truly moved the local audience. Through this campaign our ambassadors have in some way become a collective force for the organization and this I believe has a much greater impact than the voice of just one individual.”
Commenting on the campaign, Khantil Mehta, Director of INIT Design Studio, states, “Ganesh Housing has been a leading figure in the real estate segment for which we pride ourselves in being their brand and creative consultant. We wanted a way to reach out to our target audience on a more personal level, as if we were talking to them face to face. Being in a market that is over-saturated with other players, we had to make sure that we took a different path than what would usually be preferred and considered as a ‘safe move’. We are excited to see how the First Priority campaign will proceed along, and we can’t wait to see how our audience responds to it.”
The timing for the campaign further was an important aspect. “ We wanted to time this campaign right after the festivities of NAVRATRI gets over. This is the time, when in Gujarat most of the offices are shut and people spend some quality time with their families. We wanted to hit at the time when the memories were fresh. So, that people can draw a parallel for him or herself and judge if they have been keeping their family and their needs as their first priority. The response so far has been overwhelming with more people connecting with the brand on an emotional level. Additionally, the inquiries have more than doubled for our featured projects, that is Malabar County-2 and Maple Tree.”, shares Govind Rai; Director Strategy at INIT DESIGN STUDIO.
Holiday Homes: A New Trendsetter In Indian Real Estate
Buying a home could be a painstaking task for the metropolitan masses, whereas the higher and affluent class is being allured by all manner of options, when it comes to second homes. For some buyers, it’s all about gaining a ‘refreshing’ break at a weekend getaway, while the others see the second home mainly as a real estate investment. There is another category of buyers, who want these homes to be a post-retirement lifestyle choice.
A large segment of people is interested to buy holiday homes in India, the major factor pushing this phenomenon, is a longing to live a quality life near nature. This is backed up a new emerging trend, which is to get social recognition amongst the peer group. Owning a home in the lap of nature has become a common dream, but only few have been able to pursue and live their dream.
India’s beautiful vistas have always attracted the majority of people from all over the country and abroad. The tourism industry has created an immense number of hotels and resorts in the hills of north or near the beaches in south. But due to the heavy costs and regulations of the hotel authorities, the sense of ownership appears to be missing from the scenario. Hence increasing the demands for the holiday homes in India. The similar concept goes with the food pattern. The commercial food served by the hotels and resorts have added only to the mundanity of the travel experience. Therefore, to add that spice to the holiday meals, the concept of holiday homes encourages the self-owned cooking style. As the separate open kitchen in an owned property, can provide exciting ventures like cooking, eating and celebrating together. Where one can rediscover the family bonding.
Experts are pointing towards a graph, which depicts the rising in the earnings of upper-middle class and middle-class, hence accentuating their investment potential. That is perhaps why, the weekend homes market is growing at 10-12 per cent per annum.
A considerable positive change in the lifestyle of people living in the metros have contributed to the growth of the Indian economy. Also the increasing tax benefits, number of NRIs, HNIs investing back home, and the growing middle-class is finally leading to an increasing demand for vacation homes. The majority of the second home buyers consists of upper-income segment players, with the age bracket of 25 to 50.
Some of the preferred destinations, around the Mumbai, are Lonavala, Alibaug, Karjat and Goa. Lonavala being the favourite of Mumbaikars, as there is a good supply pipeline of row-houses and bungalows, from several real estate developers. There is a healthy demand for plots as well. The prices for row-houses in Lonavala, ranges from Rs 1 crore to Rs 2.5 crores, while for bungalows it is from Rs 1.5 crores to Rs 4.5 crores. For those who prefers coastal areas, Alibaug is the top destination. While Karjat is offering affordability and serenity as its primary USP.
Driving the investment in second homes, the buyers are seeking profits out of real estate investments or hold it for prestige. As the Indian buyer has invested in second homes for quite some time, the buying pattern has started to shift to something that offers more of a personal value, like a holiday home. Allowing an additional benefit of a weekend holiday at an owned place. Moreover, these properties are also offering the option of renting and earning income from the tourism potential of the investment destination. Homestays during vacations, has become a lucrative market, today.
How To Use Google Adwords For Real Estate
Creating a Google AdWords account is quite easy for PPC marketing. The link takes you where you need to start and will not cost you unless you place ads and get clicks. The main problem with the real estate agents who do not find PPC very great is that they begin without any real plan for success.
The logical approach is definitely where you set up an account and campaigns. However, this should not be done unless you have your website and lead generation ready. It is best to start this at the tail end of the process and work backward. You will surely get immediate clicks on your website visitors who find what they seek, and real qualified leads.
The Landing Page
You should never link your ads to the website home page. It is not going to get you any leads and in turn, it is going to hurt your ad quality score on Google. Finally increasing your CPC, cost per click.
Never stop creating content for your website. Nonetheless, start generating content around tightly focused topics. If you are aiming for a particular area, for example, Godbhunder Road in Thane; then create content with some very specific information about this neighborhood, what makes it desirable to buyers, and why you’re the agent to contact. You’re working the title as your keyword phrase as well. In order to get potential buyers, you will set up the phrase in the Google AdWords.
The CTA – Call To Action
Getting traffic to your page is one thing and getting them to provide their contact information completely differently. They should get something in return for giving their contact details like a pdf is mailed to their address regarding properties sold in the past decade in this area.
We ask them to take action and we are telling them what has sold and for how much will give them a leg up in negotiations. The idea is to show them that they will get something in return for their contact details. This also assures you that they are potential buyers.
This is will give you an advantage over your competitors with AdWords. We’re creating a destination specific to their question and search, and then offering them valuable upgraded information for their contact info.
Now comes the Ad
Now that we have a landing page for our ad, people will click and come to the page with the information they are looking for. Google tracks their time on site and clicks activity, so Google will know that they are happy as well.
The special report offer is our call-to-action, and it’s how we’ll generate the buyer lead. They find what they want, read all about it, and see a valuable extra report that will give them sold property information for the area.
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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