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Real Estate Digital Media Marketing Strategy

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Real Estate Digital Media Marketing Strategy

  2. 2. Industry Overview WHERE DOES THE MONEY GO? Homes Art Misc. Sports Collectables Jewellery 22% 15% 8% 5% 22% 29% One of the fastest growing markets in the world. The residential segment saw an increase of 43% during the first quarter of 2014 The market size of the real estate sector in India is projected to reach USD 180 billion by 2020 Demand for office space in the top 8 metros was up by 58%
  3. 3. Industry Overview Flats Individual Houses Independent Floors Row houses Villas 1Croreto6Crore With the HNI segment growing steadily in India, increase in NRI investments in property here, and change in the demographics of the country, the luxury housing market is poised for greater growth in the next 5 years Demand for office space will continue to be high in the 8 key metros
  4. 4. Industry Overview Ahmedabad Pune Bengaluru NCR Kolkata Mumbai Hyderabad Chennai 315 270245 105 775 400 165 230 Demand Analysis 2013-17 (‘000 Units) for the Top 8 Cities in the Country *taken from www.ibef.org
  5. 5. Age of Buyers (in years) 18 to 25 years 25 to 34 years 35 to 44 years 45 to 54 years 55 to 64 years 65 or Older 13% 13% 55% 32% 22% 16% Young buyers between the age of 18 and 25 are the largest buying segment.
  6. 6. What Influences Decision Making on the Web? Info about the property Photos VirtualVideo Contact Information Neighbourhood Info Interactive Maps Testimonials Builders track record 0 50 100 150 200 Very Useful Somewhat useful
  7. 7. More Facts Courtesy: The Hindu http://www.thehindu.com/todays-paper/tp-features/tp-propertyplus/time-for-a-second-property/article5971900.ece 30% of the Flats sold in Bangalore annually are purchased by people who do not live in the city. They are either NRIs or live in Mumbai, Delhi, Chennai, Chandigarh, Coimbatore, Kolkata or other cities of Uttar Pradesh, Bihar, Odisha and Maharashtra. Demand for office and metrical sales in the city saw a rise while residential sales remained slow. Most professionals purchase their first property between the ages of 28 and 30, the option for a second property is exercised between the ages of 38 and 50. 3- 4% of the buyers of flats are repeat customers.
  8. 8. What Real Estate Consumers Expect 95% 45% 45% 56% Consumers did online research before they bought their last home Consumers expect a response from their agent within 30 minutes Enquiries on real estate websites never receive a response Consumers expect an initial response from an online enquiry within 15
  9. 9. Social Media for Real Estate
  10. 10. 9/10 Real Estate Searches Begin Online Social Media for Real Estate
  11. 11. Why Does Social Media Fail ? Root Cause Analysis Poorly run Digital Media Campaigns Ignoring Customer’s Online Experience Little emphasis on Relevance and more emphasis on Generating Traffic Failure to establish Relationships Lack of Accountability & Support
  12. 12. Competitive Landscape
  13. 13. Top Players
  14. 14. Overview Activity Patterns Popularity and Reach Impact on their Sphere of Influence Engagement level on Social Media Presence on Social Networks Sentiments associated with Conversations Publicly available information on the Web is captured and analysed to create a comprehensive report about a brands Social Media presence and online activities. The intent is to help a company better understand the performance of and reaction towards the brand on Digital Media and turn social media into strategic insights to help them develop operational intelligence and situational awareness. The brands’ online behaviour is mapped and classified based on:
  15. 15. ❖ ‘Social Media Quotient’ measures a brands’ performance on social channels. It is calculated on the analysis of ‘Presence & Performance’ of various social media assets; it takes into account- connections/ followers/ public posts, engagement level, influence, technology adoption etc. ❖ The following channels have been covered under SMQ Analysis Social Media Quotient (SMQ)
  16. 16. Competitor Channel Analysis
  17. 17. Twitter Kolte Patil Hiranandani Purvankara Mantri Prestige 17.9 28 11 0 20.6 Facebook Kolte Patil Hiranandani Purvankara Mantri Prestige 15.1 19.2 13.5 16.4 23.6 Relative Performance Mantri Developers tops the list here with 1589 followers and 2385 tweets. Kolte Patil is following Mantri with 389 followers and 1272 tweets. Kolte Patil tops the list with 31,000 fans, 350 likes and 44 shares on the last 7 posts. Mantri follows with 19,000 fans and 1365 likes on the last 7 posts.
  18. 18. Best Practices Kolte Patil has a great Facebook page with emphasis on engagement driven posts. Mantri posts regular updates about properties on Facebook and tweets relevant content almost 4 times in a day
  19. 19. Website Kolte Patil Hiranandani Purvankara Mantri Prestige 3030 1010 30 Blogs Kolte Patil Hiranandani Purvankara Mantri Prestige 0 2020 25 35 A website is the most important online asset of all. It should reflect the brand personality and the core business of the company. Kolte Patil, Mantri and Prestige all have good websites. Blogs are the most interactive part of any website. Companies use blogs to establish Thought Leadership. Blogs are now also being used for CSR activities. Kolte Patil posts 2-3 times a month, followed by Hiranandani. Relative Performance
  20. 20. Best Practices Prestige Group has a fantastic website that is animated and is fully integrated with all other social media channels. Kolte Patil and Mantri also have good websites. Kolte Patil also concentrates on generating informational blogs providing relevant content to buyers.
  21. 21. Relative Performance YouTube Kolte Patil Hiranandani Purvankara Mantri Prestige 20.5 11.5 16.7 15.1 19.4 LinkedIn Kolte Patil Hiranandani Purvankara Mantri Prestige 26 27.928.7 17.1 27 Companies are becoming more and more creative as they realise that videos are the most powerful way to connect with the audience. YouTube is the second largest search engine in the world but the number of subscribers and upload views are still very less for most players. Groups on LinkedIn help in discovering like-minded professionals and participating in fruitful discussions. Purvankara tops the list with 2747 followers and 594 employees on the site. It is closely followed by Mantri with 498 employees on the site.
  22. 22. Kolte Patil Hiranandani Purvankara Mantri Developers Prestige Group 25.67 12.71 16.3 24.16 19.86 SMQ SMQ  is  affected  by  a  company’s  social  media  prac6ces,  engagement  level,  content,  popularity  and  reach  against   industry’s  benchmark.     Social  Media  plays  a  pivotal  role  in  ‘Real  Estate’  &  ‘Brand  Building’   Kolte  Pa6l  leads  the  way  in  SMQ  with  25.67  but  it  could  have  fared  even  beKer  with  its  presence  on  Pinterest  and   higher  number  of  views  on  YouTube.     Hiranandani  lags  because  of  its  lack  of  presence  on  an  important  channel  like  TwiKer  and  an  un-­‐integrated  website.
  23. 23. Way Forward
  24. 24. Follow a Crawl, Walk, Run Approach CRAWL WALK RUN FLY Aggregation & Branding Community Building Thought Leadership Technology Online Listening & Monitoring Establish Online Credibility and Trust through a stepped approach •  Content optimization •  Organized content hubs •  Creatives’ revamp •  Snackable content •  More engagement •  Track & Monitor real time conversations •  External seeding •  Go mobile: Style in your pocket – An App •  Dedicated website : Responsiveness & playability are must haves Month 1-2 Month 3 Month 4 Month 5-6 •  Blogs •  Presentation •  Inforgraphics •  Digital PR •  Community outreach •  Identify promotional avenues We will Follow The Crawl, Walk, Run Methodology for Social Media
  25. 25. Demonstrate Thought Leadership Resident Testimonials Great Specs TestimonialsFacilities Good Neighbourhood
  26. 26. Social Media Implementation Plan Intelligence Content Venue Promotional Platforms KPIs Your Brands
 Your Competition
 Industry Trends Listen for Listen in Twitter, Facebook, Blogs, News, Forums, Suggestion Sites Market Research, Public Relations, Customer Service, Branding Digital Marketing, Public Relations Digital Marketing : Community Building which can be leveraged for several functions Social Enterprise Metrics : CEO – CFO – CMO ‘s Office Size of the community Level of Engagement Number of App downloads Number of queries resolved Content Curated
  27. 27. SEO & SEM
  28. 28. Search Engine Optimisation Keyword Research On Page SEO Off Page SEO Create Blog PostsCreate Presentations Create Videos Create content using researched keywords for websites like slideshare, YouTube etc. These sites have highest page ranks and thus help your website show up on the 1st page of search engines
  29. 29. Search Engine Marketing Meet your customers when they are actively looking for your products on a search engine. Advertising via the search engine is cost effective. Statistics can be gathered from web logs to determine the efficacy of an ad campaign.
  30. 30. About Ittisa
  31. 31. Who Are We? • Founded in June of 2014, we are the first ever only girls Digital Media Agency. • The name Ittisa in Sanskrit means 'The Ruler' and we aim to rule the creative world with our highly creative and passionate team.. • At Ittisa, we are a unique captivating mix of innovative ideas, diligence and the right sprinkle of creativity! • We love the work we do here because one - we adore the Digital world and two - we know that our ideas & strategy make a difference. • Our objective is simple - To make our clients create a mark in the Digital space with crisp strategy, excellent designs & great content. • Super glad to announce that we have recently partnered with LeanIn.org and look forward to changing the trajectory of women workers and create a better world for everyone.
  32. 32. What Do We Do?
 SOCIAL CRM UI & UX Design & Development of Website and Mobile Apps What We Can Do For YOU!
  34. 34. Happy Clients
  35. 35. Thank You Connect With Us