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How the Real Estate sector has been reluctantly entering the Social Media Spectrum?



Real Estate as a sector is a relatively grey area. Even though there is a dearth of innovation of inventory, there can be various ways real estate can be marketed differently. The key to good marketing is how differently you can sell it, in other words innovatively grabbing the eyeballs of your targeted customer.

Today in the age of digital marketing Real Estate is not very far behind in catching up to the trend. Initially, climbing up the digital-marketing ladder for the Real Estate fraternity was very slow. But today, the digital presence of real estate in Social media is commendable. Even though Real Estate has dipped its feet in digital marketing, there is a long way yet to be traversed before we can proudly hoist the victory flag.

With the advent of the digital age, the customer’s trend has also changed. The modern customer is the intelligent customer. He is very much aware and well informed about his buys. He researches on projects, brokers, new properties, etc. online before buying. Thereby, making digital marketing and the importance of a sound digital presence the most lucrative option for the real estate fraternity.

Moreover, there has been a major shift in the trend of social media behavior of the brands in the Digital World.

Initially, the social media presence of a brand was restricted to establishing the brand online, which was a very generic approach driven by the mob mentality. Now brands and Real Estate houses are shifting to specialized communication with their customers. Where they are developing the language of the brand and trying to reach out to their customers through Social Media platforms. Innovations of social media communication like blogs, gifs and interactive media is being used to attract the buyers giving them an experience based end product and a transparent buyer-seller relationship.

Digital Media opens windows to a whole different arena of communication. One of the biggest boons of Social Media is that it allows real time communication, which paves way to immediate customer feedback and customer reactions.

This allows the brand to gauge the customer’s mind-set and understand their customers better. Today every real estate organisations is using social media as one of the key mediums to update their target audience about the product launches and available discount offers.

Social media gives Real Estate brands, the immense benefit of time and the benefit of having complete control of the campaigns on real time basis. The use of social media marketing for real estate has made business a more personal relationship, where the buyer can directly communicate with the brand and eliminate the facade of invisible brokers.
There has been a momentous change in Real Estate marketing on a whole. Previously real estate marketing was a more of a one-way communication where the brands were bombarding their audience with information. With the advent of the digital medium, there has been a shift in the core idea of Real Estate Marketing. Now the entire marketing campaign revolves around the buyer, where the primary motive is to interact with the consumers so that they can achieve a better understanding of the consumer’s psyche.

Today, Social Media is being used by the Real Estate industry to lay the foundation stone of a relationship. The use of Social Media will still see several new changes and up-gradations in the near future.

Real Estate players have also understood the importance of reviews that are written on Social Media pages and portals. Which leads us to the importance of maintaining the hygiene of the page, and the necessity of constant interaction with the people who are not satisfied with the said real estate brand or product. Real Estate brands are using social media as a tool to garner trust of their customers, and it is only obvious that a happy customer leads to a conversion.

Buying a house or a property is one of the biggest investments a person makes in a lifetime, and the digital medium has helped the customers make the right choice by passing information and allowing the customer to weigh their choices and compare. With the country’s current cash deficit, the face of Real Estate marketing is yet going to change where Social Media is going to be exploited and explored to the fullest extent.

Source : Social Samosa

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1 Comment

1 Comment

  1. Kaustubh

    November 22, 2016 at 4:41 pm

    What a resourceful article!!!

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Holiday Homes: A New Trendsetter In Indian Real Estate



Holiday Homes

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.

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How To Use Google Adwords For Real Estate



Google Adwords

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.

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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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