Importance of Digital Marketing in Real Estate
Digital Marketing has been successful to revolutionize the concept of business. With the aid of digital marketing, the buyers are exposed to more choices than ever before and the companies have more ways to conveniently reach out to their potential target audience. At first let us discuss a brief about the concept of digital marketing.
Digital marketing is an interactive promotional way of reaching your target audience through the matrix of electronic media, ensuring the generation as well as conversion of leads. The elemental digital marketing mix includes
- SEO – Search Engine Optimization
- SEM – Search Engine Marketing
- SMM – Social Media Marketing
- SMO – Social Media Optimization
- LLO – Local Listing Optimization
- CM – Content Marketing
Along with other sectors, real estate is also exploring the platform of digital marketing to optimize their performance in terms of lead generation and conversion. To be very candid, in the present day scenario the initial search for properties or even the property dealers in India starts online only, the waves of e – commerce has been everywhere to splash the home seekers with multiple choices.
How the scenario is changing
Previously, the traditional way of real estate dealings used to encompass the real estate agent in Indiaor the developers. The process of house hunting (be it for rental purpose or buying one) used to start with checking out properties enlisted with the brokers or developers, but now, everything is available on the digital platforms. The recent trends suggests that, an online presence is a mandate, thus ensuring that every real estate company have a strong presence in the electronic media and that can be optimized by the application of the digital marketing communication mix
Compared to ‘Above the Line’ activities, the budget required for planning and executing digital marketing strategies are quite affordable. In real estate also, various aspects of Digital Marketing are applied to maximize the leverage of reaching out to the target audience via the following channels:
E – Mail marketing – Email marketing is the process of sending customized emails to convey the message to the target group. In real estate, the developers have been practicing this, since email marketing is one of the oldest techniques. Through this, they sensitize the target group about the upcoming products, events, news or offers which are relevant to them.
SEO or Search Engine Optimization
Search Engine Optimization is a process of enhancing the brand visibility on the SERP pages by accentuating the ranking of the key words. Keywords are the generic terms used by the people while they are looking for particular services, products or offers. For instance, someone who is looking for a house will opt for real estate agent in India or a particular city he is interested to invest in properties. Through SEO, the ranking as well as the volume of keywords that rank well, are taken care of and the techniques that are used include – site technical analysis, content creation, link building and blogging etc. With time and to outperform the competitors, the real estate sector has started practicing SEO since it provides them with the visibility on the SERP pages.
Social Media is perhaps the most trending platform nowadays. The concept of networking has been raised to a new rostrum after social media has come into the scenario. Social media nowadays, is much beyond just updating statuses on the networking sites like Facebook, Linkedin or Twitter. Rather, it is the perfect place to reach out to your target audience in a very cost effective way. The real estate companies, started exploring these platforms not only for creating brand awareness but also to reach out to the target audience with curated content ranging from humor to some serious business
PPC also known as Pay Per Click.
PPC is a process of managing paid advertisements which are supposed to appear on top of organic results on the SERP pages with a link embedded into it which directs you to the advertiser’s portal. In real estate, the developers will definitely prefer to be the first choice of their target audience, hence PPC is being used to influence the preferences of the target audience.
An interesting piece of content can raise the inquisitiveness of the mind of the target group. Hence, real estate companies ensure that they come up with blogs and feeds to attract the attention of their set of clientele. A blog can be informative, humorous and creatively designed to have the undivided attention of their readers and this process in a way, enhances traffic to the portal, thus ensuring lead generation as well as closing deals too.
With time, digital marketing has been evolving with new ways like creation of Viral content, affiliate marketing, bespoke text messaging etc. thus contributing to the different aspects of real estate to optimize the revenue as well as create and maintain their brand with versatility.