Real Estate going the digital way

Vikram Kotnis

By Accommodation Times News Service

By Mr. Vikram Kotnis, Founder & Managing Director, Amura Marketing Technologies

The expanding world and the increasing aspirations of buyers have created a great of scope for marketers in the digital era. Every brand wants to create lasting and unique customer experiences for its customer/consumer base, which is now completely absorbed in a world of rich digital experiences.As traditional offline channels struggle to keep pace, digital has emerged as the key marketing medium for building, growing&retaining customers and increasing topline growth.

Digital has created more avenues for brands to engage meaningfully with their consumer. Fuelled by the increase of portable devices and internet penetration into the Indian heartland, digital is the best and more ROI centric medium for all brands, categories and sectors. Real Estate is no exception.

Today, an integrated digital strategy includes a lot of techniques such as Search engine optimization (SEO), Search engine marketing (SEM), Content marketing, Influencer marketing, Content automation, Campaign marketing, E-commerce marketing , E-mail and SMS marketing etc.

The Indian real estate sector is expected to touch US$ 180 billion by 2020. The housing sector alone contributes towards 5-6 % to the Country’s (GDP). Recent government initiatives have raised hopes for both developers and buyers of a better marketplace which is already starting to translate into improved sentiment, sales and growth.

Real estate companies in India are trying to shift towards a digital led marketing strategy designed around great online experiences, online generation of leads and bookings.India consists of approx. 250 million users online, which makes for India’s real estate marketplace consisting of potential homebuyers across the top 50 urban hubs. According to sources, real estate firms in India spend around Rs. 2,500 crore per annum on campaigns and various other promotional activities, of whichover 30% is already being spent in digital. Industry estimates this to increase to over 50% in the next few years.

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