There was a time when buying apartments was a daunting task from going through dozens of properties physically. Cut to 2016, now everything is available online and Digital marketing is picking up with developers who have understood that homebuyers are scanning through different real estate choices online before physically looking at the properties. Builders are progressively framing partnerships with Facebook and Google to interface with homebuyers through customized messages to right group of onlookers and they appear to improve perceivability and results.
“Currently, digital marketing contributes to around 25% of the leads generated through all sources and helps generate around 8% to 10% of revenue. In the next 3 years, digital marketing's contribution would be close to 25% to 30% of the revenue. We feed potential buyers with plenty of information about its projects online, making up for the lack of physical proximity or time for a customer to visit a site. Online experience through virtual tours and videos is supported by a strong pre-sales force that assist buyers in their buying decision. Digital media like
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“Facebook provides marketing services to help grow real estate business and deliver the right message at the right time, to the right people - this is personalization at scale. "Whether real estate marketers want people to buy their products online or are trying to build awareness, we have solutions that drives results. The difference is that Facebook provides new, more efficient ways to achieve traditional, long-held business objectives,” a Facebook spokesperson told ET.
(image: Reuters)
Apart from being present online and targeting right audience, real estate companies are also developing mobile apps to facilitate the transactions.