Developers and promoters have taken a wide-cum-creative turn in making themselves visible to the mass, and the tool they have used is the ‘Digital media’. To be more specific, Social media is ‘the’ tool. Real estate contributes majorly (up to 6%) to India’s GDP and uplifts the demand in other ancillary industries. And when it comes to marketing, the product that sells more is the one that is seen more often. The real estate players have adapted to this mantra effectively and have entered the social media to become prominent.
Why social media
The entire universe is active on social media and potential buyers seek ways to connect and interact with the developers. Active participation by the developer in answering to the queries raised by the buyer and constant interaction with the users makes communication channels open. The significant need is to build quality relationship with buyers by engaging and interacting eventually gaining their trust.
From setting up YouTube channel to hiring social media marketing firms in order to showcase walkthroughs of the upcoming projects by the former and to reach the target audience through effective marketing by the latter, real estate players are constantly working out the jigsaw to strengthen sales.
Few case studies
Recent study by Google India, says that the internet usage influences consumer behavior as at least 7 out of 10 buyers knows about the exact brand and model on which they plan to invest through online research. Tata Housing witnessed over 10 bookings in the first few hours of going live on YouTube and Facebook and Godrej Properties has recorded that 20 per cent of their sales comes from online pay. Social media websites such as Twitter, Facebook, YouTube and Flickr are commonly used by the leading developers for both B2B and B2C interactions.
Tata Housing recently found success in the three-day ‘Great Online Shopping festival’ where Google joined hands with the developer to offer houses to prospective buyers and encouraged them to book their new flat, by the company, online. Similarly, Tata Value Homes (TVHL) received almost 200 online applications within ‘just’ three hours on the occasion of National Home Buying Day.
Developer’s insight
Maintaining transparency between the buyer and the developer is the secret behind every online campaign. This is easily achieved through social networking. Today, developers use digital media to build communities of like-minded individuals to convey transparency through
• Brand news
• Videos of the progression and
• Project updates.
Upon this, digital media costs just one tenth of the conventional print and OOH (Out of Home) media platforms and still brings 40 to 45 per cent conversions. And, digital platform will stay focused on the target audience whereas the conventional media may fail in achieving it. This is also one of the major reasons for developers to choose digital platform.
The developers and promoters have realized the significance of social media and are optimistic about the future role of it in their vital growth. Developers are glad to form their own communities of customers, fans or even prospects online. If the current progress continues, developers will find an innovative growth.
Why social media
The entire universe is active on social media and potential buyers seek ways to connect and interact with the developers. Active participation by the developer in answering to the queries raised by the buyer and constant interaction with the users makes communication channels open. The significant need is to build quality relationship with buyers by engaging and interacting eventually gaining their trust.
From setting up YouTube channel to hiring social media marketing firms in order to showcase walkthroughs of the upcoming projects by the former and to reach the target audience through effective marketing by the latter, real estate players are constantly working out the jigsaw to strengthen sales.
Few case studies
Recent study by Google India, says that the internet usage influences consumer behavior as at least 7 out of 10 buyers knows about the exact brand and model on which they plan to invest through online research. Tata Housing witnessed over 10 bookings in the first few hours of going live on YouTube and Facebook and Godrej Properties has recorded that 20 per cent of their sales comes from online pay. Social media websites such as Twitter, Facebook, YouTube and Flickr are commonly used by the leading developers for both B2B and B2C interactions.
Tata Housing recently found success in the three-day ‘Great Online Shopping festival’ where Google joined hands with the developer to offer houses to prospective buyers and encouraged them to book their new flat, by the company, online. Similarly, Tata Value Homes (TVHL) received almost 200 online applications within ‘just’ three hours on the occasion of National Home Buying Day.
Developer’s insight
Maintaining transparency between the buyer and the developer is the secret behind every online campaign. This is easily achieved through social networking. Today, developers use digital media to build communities of like-minded individuals to convey transparency through
• Brand news
• Videos of the progression and
• Project updates.
Upon this, digital media costs just one tenth of the conventional print and OOH (Out of Home) media platforms and still brings 40 to 45 per cent conversions. And, digital platform will stay focused on the target audience whereas the conventional media may fail in achieving it. This is also one of the major reasons for developers to choose digital platform.
The developers and promoters have realized the significance of social media and are optimistic about the future role of it in their vital growth. Developers are glad to form their own communities of customers, fans or even prospects online. If the current progress continues, developers will find an innovative growth.
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