Decoding the Digital Landscape: Innovative Real Estate Marketing Strategies for India

By: Sanchit Gupta, Co-Founder & Chief Sales Officer, ArisUnitern RE Solutions 

Real estate sector which is driven by positive consumer sentiment and demand, developers and builders face an ongoing challenge to stay ahead of the curve. The intense competition in the market, aiming for a larger slice of the growth pie, necessitates the adoption of innovative practices as the only way for the sector to break through the clutter. The ecosystem is becoming more dynamic as consumer preferences evolve, prompting the sector to decode the digital landscape.

In the realm of modern real estate marketing, digital is the key enabler, and the right mix of strategies can unfold unique possibilities. Some of the renowned players always keep this at the top of their priority list, helping them make well-informed, data-driven decisions.

Here are some innovative and targeted real estate marketing strategies that developers and builders can leverage to make the best of the digital landscape within which they operate:

In a digitally dynamic ecosystem, gazillions of data are consumed in the blink of an eye.  Potential customers are looking for properties through multiple digital mediums, generating a large number of queries. Amidst this sea of information, it is often a challenge for real estate companies to identify the exact needs and create value-added offerings based on those needs. While there are numerous ways leads can be generated, the use of the right digital strategy can help in generating qualified leads that have a high potential for conversion. To adopt a more targeted approach, real estate companies can enhance their listings and service offerings through inorganic campaigns, thereby reaching the right audience and increasing overall visibility.

This can be complemented by well-thought-out content marketing strategies to establish authority and domain expertise. Through this, a real estate company can position itself as an authentic brand. In a digital-first ecosystem, some form of content is consumed every moment. A targeted content marketing strategy can be effectively leveraged by the real estate sector to reach the right audience. A significant part of it comprises video marketing and social media marketing, while traditional forms of content can also be used strategically to stay relevant. This includes blogs and PR pieces in real estate publications, contributing to an increased overall share of voice. Another step involves revamping the web presence and offering virtual experiences that can be accessed remotely but provide a tangible feel.

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In a world with a growing demand for personalized services, a targeted digital approach has indeed shattered the barriers of time and space for the real estate sector. Supported by a resilient economy and rapid digital transformation, the real estate industry is in a favorable position, and new-age marketing techniques are crucial to capitalize on the bullish market sentiments. India’s emergence as a preferred business destination is attracting global occupiers, fueling demand in the office sector. Simultaneously, changing consumer preferences, the rise of a young working class and entrepreneurs with high disposable income, and the aspiration for a higher quality of life have increased the demand for quality housing, driving growth in the residential segment. All these developments present opportunities that can be effectively tapped through a targeted approach, and the real estate sector is on a path to seize every opportunity to innovate.

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