Author Pranav Patadia takes us on a writ tour of how the Real Estate sector has reluctantly entered the social media spectrum and is definitely here to stay.
Real Estate as a sector is a relatively grey area. Even though there is a dearth of innovation of inventory, there can be various ways real estate can be marketed differently. The key to good marketing is how differently you can sell it, in other words innovatively grabbing the eyeballs of your targeted customer.
Today in the age of digital marketing Real Estate is not very far behind in catching up to the trend. Initially, climbing up the digital-marketing ladder for the Real Estate fraternity was very slow. But today, the digital presence of real estate in Social media is commendable. Even though Real Estate has dipped its feet in digital marketing, there is a long way yet to be traversed before we can proudly hoist the victory flag.
With the advent of the digital age, the customer’s trend has also changed. The modern customer is the intelligent customer. He is very much aware and well informed about his buys. He researches on projects, brokers, new properties, etc. online before buying. Thereby, making digital marketing and the importance of a sound digital presence the most lucrative option for the real estate fraternity.
Moreover, there has been a major shift in the trend of social media behavior of the brands in the Digital World.
Initially, the social media presence of a brand was restricted to establishing the brand online, which was a very generic approach driven by the mob mentality. Now brands and Real Estate houses are shifting to specialized communication with their customers. Where they are developing the language of the brand and trying to reach out to their customers through Social Media platforms. Innovations of social media communication like blogs, gifs and interactive media is being used to attract the buyers giving them an experience based end product and a transparent buyer-seller relationship.
Digital Media opens windows to a whole different arena of communication. One of the biggest boons of Social Media is that it allows real time communication, which paves way to immediate customer feedback and customer reactions.
This allows the brand to gauge the customer’s mind-set and understand their customers better. Today every real estate organisations is using social media as one of the key mediums to update their target audience about the product launches and available discount offers.
Social media gives Real Estate brands, the immense benefit of time and the benefit of having complete control of the campaigns on real time basis. The use of social media marketing for real estate has made business a more personal relationship, where the buyer can directly communicate with the brand and eliminate the facade of invisible brokers.
There has been a momentous change in Real Estate marketing on a whole. Previously real estate marketing was a more of a one-way communication where the brands were bombarding their audience with information. With the advent of the digital medium, there has been a shift in the core idea of Real Estate Marketing. Now the entire marketing campaign revolves around the buyer, where the primary motive is to interact with the consumers so that they can achieve a better understanding of the consumer’s psyche.
Real Estate players have also understood the importance of reviews that are written on Social Media pages and portals. Which leads us to the importance of maintaining the hygiene of the page, and the necessity of constant interaction with the people who are not satisfied with the said real estate brand or product. Real Estate brands are using social media as a tool to garner trust of their customers, and it is only obvious that a happy customer leads to a conversion.
Buying a house or a property is one of the biggest investments a person makes in a lifetime, and the digital medium has helped the customers make the right choice by passing information and allowing the customer to weigh their choices and compare. With the country’s current cash deficit, the face of Real Estate marketing is yet going to change where Social Media is going to be exploited and explored to the fullest extent.