Social Content Strategy for Real Estate Sector

AXY Construction Company
We Match Lifestyle To Your Ambitions
Ram-Setu Heights
Luxury Living For Successful Ambitions
2/13/2016 1IP - MAYUR MAHAJAN

Networks for Pre Launch Marketing
 Facebook
 Twitter
 LinkedIn
 Pinterest
 Instagram
 Youtube
2/13/2016IP - MAYUR MAHAJAN 2

Video:
Animation video giving an overview of the apartments and amenities for
“Ram Setu Heights”
Representative Videos –
1. https://youtu.be/TKOwlGGV95g
2. https://youtu.be/3rnfoDYXxT8
Customer Testimony Videos:
Videos of satisfied customers. 30 to 45 second videos where customer
talk of one detail, that they liked about the real estate company.
Panorama Videos:
A descriptive video of sample homes.
Neighbourhood Videos:
Videos explaining neighbourhood amenities and other services.
continued...

Infographic
Images
Landing Pages – Promotional and Sales
Website Content
Competitors Content
Facebook posts with images
Facebook posts with link to external content
Facebook paid ads with landing pages
Facebook post with images and link to company website
Facebook post with images, website link and hashtags
Facebook posts with videos or video links and hashtags
Facebook posts with link to blogs (external and/or internal) with hashtags
continued...

News Jacking
Twitter posts with images
Twitter posts with link to external content
Twitter paid ads with landing pages
Twitter post with images and link to company website
Twitter post with images, website link and hashtags
Twitter posts with videos or video links and hashtags
Twitter posts with link to blogs (external and/or internal) with hashtags
LinkedIn posts with images
LinkedIn posts with link to external content
LinkedIn paid ads with landing pages
LinkedIn post with images and link to company website
LinkedIn post with images, website link
LinkedIn posts with videos or video links and
LinkedIn posts with link to blogs (external and/or internal)
continued...

Instagram posts with images
Instagram posts with link to external content
Instagram paid ads with landing pages
Instagram post with images and link to company website
Instagram post with images, website link and hashtags
Instagram posts with videos or video links and hashtags
Instagram posts with link to blogs (external and/or internal) with
hashtags
Pinterest posts with images
Pinterest posts with link to external content
Pinterest paid ads with landing pages
Pinterest post with images and link to company website
Pinterest post with images, website link and hashtags
Pinterest posts with videos or video links and hashtags
Pinterest posts with link to blogs (external and/or internal) with
hashtags
continued...

Content Calendar
Analytics:
Organic Reach to the website
Paid Reach to the website
Organic reach to social media profiles
Paid reach to social media profiles
Increase in Likes
Increase in Shares
Comments and Queries
Increase in Favorites
Increase in Re-tweets
Increase in Followers
Increase in Impressions
Increase in queries and reach on LinkedIn
Increase in Re-Pins and Re-Grams/Re-Posts

Facebook Landing Page Instagram Landing Page

LinkedIn Landing Page Pinterest Landing Page

Twitter Landing Page
 These are sample Landing Pages.
 Due to technical challenges and
lack of extra time, the landing
pages have not been fine tuned.
 The Landing Pages can be made
new or used for other social
channels as well.
 Everybody is using social media,
hence organic reach across all
platforms has decreased. But not
with paid social media! Landing
pages help to leverage the
exclusivity of paid social media or
paid ads effectively.
 Landing Page creation can be done
be done on WordPress or
Unbounce.

The Assignment given is that of Puravankara Group’s Limousine
Homes in RajajiNagar, Bengaluru
To avoid direct reference points, I have used a pseudo name for the
construction company and the project. Some of the ideas are or may
have been influenced by the original real estate but the strategy
described here is totally original, new and based on social media
marketing research done in the real estate sector by SproutSocial and
Hootsuite.
There is a lack of imagery for the descriptive campaigns enunciated in
this presentation due to technical challenges and lack of time to make
appealing visual content.
All social media posts follow the Pareto Principle of 80/20. For brevity
of content, the representative posts have been restricted to 1 or 2
example and samples.

Q1: Suggest a positioning statement for the project
A1: AXY Construction Company We Match Lifestyle To Your Ambitions
Ram-Setu Heights Luxury Living For Successful Ambitions
Q2: Suggest who might be the likely TG for this kind of a product.
A2: The TG for this kind of project are –
Senior Professionals – Managers, Vice Presidents, Operational Heads,
Head of Department etc
Mid Senior Level Professionals – Asst. Managers, Project Managers
Start-up and Small Business Owners and Entrepreneurs
DINK Couple – Double Income No Kids Couple
Celebrities
Other Privileged Group of People
continued...

According to the TG identified, the social network corresponding to the
TG are:
Senior Professionals – LinkedIn, Google Plus, Twitter and Facebook
Mid Senior Level Professionals – LinkedIn, Google Plus and Twitter
Start-up and Small Business Owners and Entrepreneurs – Google Plus,
Facebook, Twitter, LinkedIn
Double Income No Kids Couple (DINK Couple) - Facebook, Instagram,
Pinterest, Google Plus and Twitter
Celebrities and Other Privileged Group of People: Facebook, Instagram,
Pinterest
continued...

Q3: Share a few references of directly competing brands / products in
that micro-market. What should we look for in similarity and
differentiation?
A3: The direct competing brands in this micro-sector are –
DS Max
Mantri Builders
Confident Group
RMZ Corp
The above mentioned competitors have a diversified portfolio with a
focus on middle level income group. They have a small but substantial
share in our micro-market. To out beat this small share, our strategy
should be “Blitzkrieg” – meaning highly targeted social media campaigns
through paid advertisements and appealing visual content like videos or
animation where our customer base can directly get involved with us.
continued...

All campaign samples for every social medium carry the same thought
process –
1. To appeal to the aspirations of target groups from their homes
2. Drive traffic relevant and non relevant through a mix of organic and
paid campaigns.
3. Drive the sales juggernaut without being persuasive
4. Create a unique value and voice among competitors by serving what
our audience/ customers are interested in.

Why not buy a #home which matches your #ambitions? 3, 4, and 5 BHK
homes starting at 1.94 crores. #realestate #newhome #bengaluru
#AXYDevelopers #RamSetuHeights #luxuriousaprtments
continued....

Overlooking the Bengaluru skyline, enjoy luxury at its best Visit
www.axydevelopers.com and select your #dreamhome #realestate
#luxuryapartment
Continued...

Enjoy 12 topnotch facilities never given in any residential plans.
#ramsetuheights #axydevelopers #realestate #facilities
continued...

Paid Ad on Facebook – Sample
Pre Launch Offer!!! Buy your dream home by paying 20% while
buying and pay the remaining on possession
Landing Page:
continued...

All Facebook posts are flexible and can be used on Instagram, Pinterest
and Google Plus. Landing Pages can also be used on cross platform.
Analytics:
Organic Reach to the website – (estimate 30 to 50 visitors everyday)
Paid Reach to the website – (estimate 180 to 200 visitors everyday)
Organic reach to social media profiles – (estimate 30 or more visitors
everyday)
Paid reach to social media profiles – (1000 to 1500 or more visitors
everyday)
Increase in Likes – min 5 or more everyday
Increase in Shares – min 5 everyday
Comments and Queries – cannot determine
Numbers are conservative averages based on empirical data research.
Organic and Paid reach can vary due to search engine queries and SEO.
Likes and Shares average is based on the thumb rule of 10% funnel.

3, 4 and 5 BHK #lavishapartments @ #rajajinagar #bengaluru Visit
www.axydevelopers.com
12 awesome #civicamenities in 1 project #ramsetuheights
continued...

#ramsetuheights in #rajajinagar #realestate #prelaunch Pay 20% now and
remaining at #possession
continued...

Increase in Favorites – min 5 to max 12 everyday (both organic
and paid)
Increase in Re-tweets – min 5 to 10 everyday (both organic and
paid)
Increase in Followers – min 80 to 100 everyday (both organic and
paid)
Increase in Impressions – anywhere between 2750 to 8000
everyday (both organic and paid)
All Twitter posts are flexible and can be used on Instagram,
Facebook, Pinterest and Google Plus. Landing Pages can also be
used on cross platform.
Numbers are conservative averages based on empirical data
research. Organic and Paid reach can vary due to search engine
queries and SEO. Re-tweets and followers average is based on the
thumb rule of 10% funnel.

The Project is spread over 2.3 Acres and 4 blocks, has G+19 floors and
over 320 apartments in the projects.
Visit www.axydevelopers.com
continued...

Real Estate’s Demands From The Union Budget
https://www.realtyfact.com/real-estates-demands-from-the-union-
budget/
Govt to contribute Rs 1 lakh crore for Karnataka road development
https://www.realtyfact.com/govt-to-contribute-rs-1-lakh-crore-for-
karnataka-road-development/
Bangalore Real Estate, as a sector is constantly developing...
https://blog.commonfloor.com/rental-insights-bangalore-q4-2015
continued...

Buy a house that matches your ambitions. Ram-Setu Heights from AXY
Construction Company is the ideal address for you

Hashtags do not work in LinkedIn.
All LinkedIn posts are flexible and can be used on Facebook, Twitter and
Google Plus. Landing Pages can also be used on cross platform.
Numbers can vary as very few real estate companies use LinkedIn.
Increase in queries and reach on LinkedIn – LinkedIn helps to make
people aware of the new projects coming up. Exactly not the right social
network to promote real estate. It helps the construction companies
increase their business value.

Instagram is more like Facebook, with emphasis only on images.
Images that show interior space and decor of houses with a short
one line description gets more likes. The more common hashtags
used, the greater is the reach. Just like Facebook, frequency is
the key element of engagement.
Paid ads work well with Instagram.
Iconosphere is the best tool to analyse Instagram engagement.
continued...

Majestic Living for the Ambitious Indian!!! #realestate
#luxuryapartment #AXYDeveloper #RamSetuHeight
#RajajiNagar
continued....

3 BHK : 2438-2449 sqft,
4 BHK : 2438-2849 sqft.,
5 BHK : 2849 sqft
Three different #lifestyles for every royal taste

Pre Launch Offer!!! Hurry!!
Plans filling up fast.
#realestate
#prelaunchoffer,
AXYDevelopers
#RamSetuHeights
#Bengaluru #RajajiNagar

Increase in Likes – fastest reach can reach upto 1000 likes in minutes
depending on the vivid appeal of the content published via organic
and paid
Increase in Followers – depends on the vivid appeal of the content
published via organic and paid
All Instagram posts are flexible and can be used on Facebook.
Landing Pages can also be used on cross platform.
Numbers are conservative averages based on empirical data research.
Organic and Paid reach can vary due to vivid appeal of the content
and hashtags used to engage the audience through organic or paid
posts.

Pinterest appeals to women more. Hence developers can focus more on
elegant designs and facilities to market real estates.
Get Amenities like Spa, Sauna and Swimming Pool at #RamSetuHeights
Away from the hustle and bustle of the city, enjoy a relaxed evening
every day. (link to the website can be embedded on the image)
continued...

Get a piece of luxury in your city!!! (link can be embedded on
the image)

Pinterest has no fresh empirical data for real estate. But the expected
user behavior are:
Increase in Re-pins – The more repins, the more organic reach
Increase in Pins – How many unique visitors are pining content
Increase in Impressions – How many times the pin board is mentioned in
newsfeed.
Clicks – Number of visitors clicking on the content of the pin.
Similar to Twitter, the more pins, the more traffic

A well known #developer #brand of #Bangalore is launching a
project of #premiumhomes in West Bangalore. The #apartments are
long layouts with 3, 4 and 5 BHK configuration.
The Project is spread over 2.3 Acres and 4 blocks, has G+19 floors
and over 320 apartments in the projects. #realestate #luxuryhomes
#AXYDevelopers #RamSetuHeights
As Google Plus is directly connected to Google Search Engine, a
strong SEO plays an important part. Along with it, Google AdWords
and AdSense, can be used for paid advertisements on Google.
continued....

Increase in Website Traffic – in the range of 2000 to 4500 per day
Increase in Unique Visitors – New visitors coming to the website
Time Spent on Website – The more a visitor stays on the website, better
the ranking
Google HangOuts – Real Time Interactions with the audience

Blogs are showcase files for every business.
They can be used to create curiosity or controversy for the business.
People identify with them because they are informative.
Expected User Behavior – Blogs:
Generate traction – Blogs are the most effective way to showcase talent
and business.
Help in SEO and Paid Campaigns – They are know to bring unique traffic
and new business in hoards
Two blogs per week can generate substantial traffic through social media
that organic searches cannot get. It strengthens SEO and creates
substantial web archives thereby increasing page ranks both in search as
well as social media.

Infographics are a tool used in US to generate curiosity among social
media audience.
These are empirical data snapshots put together in a visually appealing
way instead of a boring lengthy report
An un-used tool in Indian Social Media Marketing Scene, if all reports are
created in a visually appealing way and shared, the traction created on
social platforms rivals that to search engines.
continued...

This is the pre launch infographic created which can
be used as an image or as a part of paid campaigns.
The infographic can be used to give last minute
momentum to registrations before the actual launch
of the project

Social Media
Platform Time
Content
Type Content
Facebook 9.00 AM Share
1.00 PM Share
3. 00 PM Share
Twitter
12.00
PM Tweet
5.00 PM Image
6.00 PM Blog
LinkedIn 8.00 AM Share
11.00
AM Share
6. 00 PM Share
Google Plus 9.00 AM Image
10.00
AM Video
11.00
AM
Animati
on
Pinterest 3.00 PM Image
9.00 PM Image
11.00
PM Image
Instagram 3.00 PM Image
3.30 PM Video
4.00 PM
Animati
on
Content Calendars
help to keep track of
all activities related
to social media.
They can be
expanded to
accomodate daily
analysis of social
media assets.

Social Content Strategy for Real Estate Sector

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