Digital Marketing Tips for Real Estate Companies in India, UAE, Canada, US and UK during and post-pandemic

News, social media and via a few more sources, we are pretty much aware of the current Pandemic’s consequences. They aren’t limited to an increase in patients but a lot more which includes business & economic instability. Real Estate is one of those sectors that are adversely affected by COVID-19. Lockdown has stopped many on-going construction sites leading to postponing projects and severe losses too.

“The biggest challenge that the Real Estate industry is facing right now is that people are striving to buy the essentials and not focusing on buying properties”.

As per the Investment Information and Credit Rating Agency of India Limited, “Coronavirus is expected to further exacerbate the weakness of the real estate sector which was already reeling from the adverse impact of liquidity crunch, a high inventory overhang, and weak affordability”.

This sector was expected to see a surge in demand during the festivals of Gudipadwa & Akshaya Tritiya, the auspicious occasions in India to buy properties, but due to lockdown these hopes too collapsed.

The Power of Social Media and Digital Marketing :

Lessons that COVID-19 has taught businesses all over the world are impeccable i.e. turning to be “Innovative in time of crisis” that no marketing book was able to teach!

Thanks to the Power of Social Media and Digital Marketing. Businesses are adopting creative ways to reach their audiences even in such a critical situation and all that is possible majorly through Social Media and Digital Marketing.

• Noida-based Gaurs Group has started a campaign, GharBaitheGharKharido – Knockdown offer, where the customer can book any residential or commercial property by paying Rs 1 lakh online (rest of payment later) which is refundable if canceled within 90 days.

• Mahagun group is offering cashback up to 5% of the property value to all those who book units during the lockdown period.

• Migsun is charging just Rs 51,000 to book a flat and rest three EMIs will be borne by them.

• Another developer has rolled out a scheme wherein an individual can earn extra income during lockdown where they can make a minimum number of calls or make 5 references.

Digital Marketing During COVID-19 :

Real Estate business should focus on digital marketing especially during such crises as most of the buyers have enough time to spend on social media and there are chances that the right campaigns along with consistent creative content may help your customers shortlist the project now and take the right action after the lockdown.

How to boost sales during a lockdown?

Listings for Branding/Regular Content Flow For Branding Consistency
Make sure you continue to post about your business and project listings, on all the suitable platforms and boost them through ads; because 90% of people are online most of the time. This is the right time for you to capture the limelight by undertaking strong branding activities in order to boost your business.

Social Media Strategies For Engagement

82% of the real estate investors/buyers trust online agents and businesses.

It’s extremely essential to utilize the benefits that social media offers where your target audience spends a lot of time. Creating a strategic post, that adds to the audience engagement on a consistent basis is the key to drive sales. As compared to written content, your industry audience likes visual content, which means video content captures their attention easily and helps in achieving more engagement.

Here are some Quick Post Ideas

• Showcasing your new or existing listings/projects through a virtual tour.
• Announcement of your new projects.
• Discounts and offers.
• Case studies.
• Relevant blog posts (featuring benefits, perks, connectivity, etc of “Why choosing your project is a great idea”)
• Testimonials or Success stories
• Sharing all your real estate expertise through a webinar or live streaming.
• Answering their queries via Q/A session once a month.

Moreover, create content copy that resonates with the current situation.

Reviewing Through Online Reputation Management

92% of buyers search online while looking for their dream homes.

This is the right time to invest in Online Reputation for your business as people have enough time to read blogs, check reviews, testimonials, etc and make a decision based on their research. Don’t forget, even a single incorrect or an annoying comment can go against you. Also, there is a major shift in the way people buy houses now as compared to earlier times.

                                                              Source : Digital Marketing Institute

Nowadays people prefer online market research before finalizing their decisions and do not settle for anything less as per their expectations or something that looks inappropriate. Therefore, online reputation management is very important in this digital era and it can rescue your branding such a situation overloaded with the crisis.

Mobile-Friendly Website for Conversion

Nothing will work if your website sucks! Leads can switch to some of your competitors. Here, a user-friendly website plays a significant role in converting leads to sales. Almost every time we tend to close websites that takes time to load. Didn’t you? It’s essential to prioritize UI and UX, give a seamless experience to your audience with minimalist, clean, easy design and the best insightful content. Investing in website speed, design, content and optimizing it for both web and mobile should be on the top priority of any real estate business.

Tips for responsive Web/Mobile Friendly sites

• An easy-to-understand list showcasing all new listings.
• Detailed, crisp and clear content that will guide the user about the projects and other relevant information.
• Useful resources related to home buying.
• Installing a ‘Live Chatbot’ on your website can be the best tool during this lockdown crisis. It provides 24/7 customer support, schedules appointments without the help of a human-agent and many more functions. That’s a big boon during this tough time where offices are shut, people are limited and getting manual support is difficult. Basically, quick support means more chances of conversion.

A good seamless website gives the user an opportunity to browse the details of the company and projects, helping in decision making.

Ad Campaign for Higher Returns

The Ad Campaign helps to reach a new target audience. Quality content that entices users to click and landing them on your website to know more about your business is the best way to get the lead. Ad Campaign is also the best way to get detailed information about the user which helps in sales conversions.

Furthermore, Facebook and Google Ads are cheaper as compared to other forms of marketing. Also, when everything has slowed down, pushing more ads will provide your business with an added advantage over competitors with minimum budget.

Email Campaign for High Conversion

93% of customers prefer to communicate via email. Did you know email marketing offers more conversion? According to Smart Insights, the average open rate of emails for real estate businesses is around 27% with a click-through rate (CTR) of 3%.

Email Marketing is a must to keep clientele up to date with the real estate industry’s insights, blogs, offers and for following up with new leads.

Targeted Advertising through Pay-Per-Click (PPC)

PPC advertising is targeted marketing which helps in reaching the potential audience. Real estate business owners must invest in PPC because in this marketing practice when a genuine customer searches for your set of picked keywords on Google only he/she is targeted leading to a high conversion rate.

Valuable Content through Blog

Websites having a blog hold 434% more indexed pages, helping real estate businesses to appear in search rankings. A blog is a fantastic way to level-up your SEO. Provide valuable content that guides users and brings them to your website again and again when in need of information related to real estate.

Virtual Tours for more engagement.

A virtual tour generates more engagement. Purchasing a home is not a cakewalk. Thus, helping a buyer to take a visual walk throughout the home/apartment that he is planning to invest in, without visiting it in real, is a great idea. The business that has a virtual tour receives more leads and sales as compared to other businesses without this facility.

Conclusion

In India, there are 450 million online active users and it is predicted to rise to a count of 635.8 million by2021. This means businesses have a good opportunity to reach a large count of the potential audience at a reasonable cost.

Cold calls and physical meetings are old talks, 84% of real estate business relies on digital marketing for sales ( As per the Digital Marketing Institute)

By investing in digital marketing, real estate businesses are making themselves highly competitive. Reaching your potential audience who are already looking for residential or commercial properties, is become easy and cheap, so why not grab the benefits instead of continuing with the expensive marketing tactics.

Are you one of those real estate businesses who are looking for a Digital Marketing agency that will help in boosting your business? Then your search ends here – AdEngage is the right partner who will help you deliver value and stay relevant in this highly competitive business landscape along with an increase in sales.

To know how, drop in your queries at pancham@adengage.in or quickly dial 9137612073

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