How digital marketing will transform real estate industry in 2018

Over the last few years, digital marketing has played a key role in the advertising and branding of an organization.  Apart from uplifting the brand image, going digital also helps in reaching the target audience which, in turn, aids in generating leads and promoting sales.

One such industry that has tried, tested and achieved significant business growth with digital marketing is Real Estate and there is more to come in 2018. The last decade has witnessed a lot of real estate activity in the online space. A lot of property buyers and sellers do vigorous research online before they ultimately make the purchase or sell the property offline. Hence, making sure you have a strong online presence is of utmost importance to make your brand name stand out in the real estate industry.

So, what makes digital marketing such a vital tool for developers and home seekers alike and how is it going to progress going forward? To find out, let’s take a flashback to how it all began.

Real Estate and the Internet of Things 

A couple of decades ago, properties were considered a luxury investment. Only the richest of rich could afford the exorbitant prices stamped on the various housing projects. Even the process of purchasing a property was a long and tedious one. Home seekers had to collect and sign an endless flow of documents while also searching for a broker who could strike them a good deal for the desired property.

The Internet of Things has drastically changed the way buyers make purchase decisions. It is now a known fact that online reputation management can make or break your brand. Simple online searches take buyers to their desired property while documentation has become quick and paperless. Access to a multitude of properties has opened the doors for buyers with any financial background to have no hesitation while going for a purchase.

Brokers haven’t lost their place entirely; they have been able to tap into the power of the digital space and give home seekers a more refined and transparent property searching option. The increase in consumer mobile traffic has prompted brokers to bank on app marketing. Few of the trending apps are listed below:

Plabro: Trending in Delhi, this app has a back-end algorithm that shows a user’s preferences and provides property updates based on those preferences. It also shows analytical data on real estate trends.

Smart Agent Connect: Like Facebook for Realtors, this app lets realtors create business circles and take part in real estate deals over a short, quicker timeframe. It also lets realtors create custom websites and provide functions for complete Customer Relationship Management.

While a complete shift from traditional marketing to digital marketing is not going to happen anytime soon, real estate developers have notably increased their digital marketing budget over the past year. In 2015, statistics showed a 25 percent increase in marketing spends across the Real Estate industry, with an estimate of over 600 crore spent on digital marketing alone. One of the factors that influenced the budget increase is consumer behaviour, and with new improved numbers showing up for the forthcoming year, that scale in marketing budget will only go up.

Digital Media Facts & Stats (December 2016)

  • 462 million Internet users
  • 200 million active social media users (over 60% college are college students)
  • 3% of Indians accessed the Internet via mobile phone
  • The digital marketplace has grown by 33% between 2010 and 2015
  • 77% of online users buy products exclusively on social media
  • 50% of shoppers buy online based on social media influence
  • 74% of buyers rely on influence for making purchase decisions
  • The sale of physical goods through the digital space amounted to 16.8 billion dollars in revenue

These astounding statistics show just how powerful the Internet of Things has become and it also holds true for developers who seek the digital space for marketing their products.

Digital Marketing for Real Estate Stats (July 2016)

  • 14% of home buyers search for tips on how to purchase homes more effectively
  • 42% of home buyers have used the Internet as their first search medium
  • 82% of home buyers trust online agents as good information sources
  • 92% home buyers have searched for homes the Internet

The benefits of digital marketing

Marketing techniques are open to evolve and get better over time. Additionally, if you are an ardent user of the digital space for marketing your products, you know it comes with numerous benefits. Apart from the urban space, digital marketing is evolving in tier 2 and tier 3 cities of India as well. Real estate developers are yet to realise these benefits and are only scratching the surface when it comes to taking full advantage of what digital marketing has to offer. Here’s where digital marketing gives real estate developers an edge, with a multitude of digital marketing trends to expect in 2017.

  • Cost-efficient: Needless to say, there is a lot of money that goes into a real estate project. Digital marketing offers free publicity at comparatively lower pricing to that of traditional marketing, so it’s no surprise that marketers in the Real Estate industry are taking full advantage of the cost efficiency.
  • Increased exposure: Considering the numerous housing projects that vary in size, location and cost, having a digital marketing strategy lets you expand your overall reach and even customise that reach towards a selected target market.
  • Performance Analysis: Digital marketing offers numerous ways to keep track of an advertisement’s performance in the competitive marketplace, making it easier for real estate developers to understand what marketing technique works best for their products.
  • Creative licence: Be it an apartment, independent house, villa or plot of land, there are numerous ways for developers to showcase their products in the online marketplace.
  • Brand building: To succeed in the vast industry that is Real Estate, developers need a strong and reputable presence. Having online presence is considered the next best brand building technique.

Marketing techniques that work wonders

For any company which is hoping to succeed in the digital space, there are three goals every digital marketer must try and achieve:

  1. Building the brand
  2. Acquiring customers
  3. Customer engagement

Let’s look at some digital marketing practices (in the Real Estate Industry) that will help achieve the above-mentioned goals.

1. Building the brand

Creating an online presence is the first, most important step, and serves as a backbone for all future digital marketing activities. To establish a powerful online presence, Real Estate developers need to focus on creating three things.

Creating a Website

For Real Estate, a website can serve two purposes: a virtual office that showcases the builder’s latest projects or a virtual marketplace for home seekers to explore purchasing options. To make either one or both of these purposes work well, there are numerous tools and optimisation techniques that need to be implemented.

Even the design of the website matters as it can make a difference to user experience and one such design that has been making waves amongst the real estate websites is a Flat Design. Flat website designs are categorised by their simple, elegant and square’ish’ look; first noticed in the Windows 8 Tile User Interface. With minimalistic animations and loads of white space, the Flat website design has proven to be effective in page speed loading times, readability, mobile optimisation and ease of navigation.

While a good website design is pleasing to the eyes, it only scratches the surface of what matters especially in the Real Estate sector. A stellar design needs to be accompanied with great content to create an impact. Writing good content that effectively communicates a Real Estate brand’s message and intrigues the user to go ahead for a purchase is vital. Presenting your target audience with engaging content is a sure-shot way to grab their attention and generate leads.

Real Estate is a very broad topic, so to fit everything into a single website, other strategies can be utilised to showcase everything a Real Estate developer has to offer.lancor website

  • Multiple Web pages: Aside from having a homepage that gives a gist of the Real Estate builder’s brand, having multiple web pages that provide more information on the brand and interlink with one another through clever content navigation is essential. More pages ultimately result in users spending more time on the website, which directly affects the website’s rank on search engines.
  • Landing Pages: Landing pages act as mini e-commerce portals that explain in detail about a particular brand’s upcoming, on-going or released Real Estate project. Landing pages that are interactive or those that have video presentations have proven to yield 403% more inquiries than regular pages.

CG landing page

Search Engine Optimisation (SEO)

  • SEO is the glue that holds an entire digital marketing campaign together. As a matter of fact, digital marketers for Real Estate must have an SEO planner right at the beginning of their marketing strategy. From SEO plugins to various link building techniques, the driving force of good SEO, especially for Real Estate, is keyword research.
  • Statistics show that 80% of home buyers search for properties online which means having a list of search keywords incorporated into a content marketing strategy will pay off well. Potential customers will most likely be presented with search results about a property that has those keywords. Additionally, real estate companies can also leverage local SEO and Google maps to promote their business.

Creating a Blog

When people need help or are looking for something, they do one of two things – seek out a person or a place or browse the internet. Blogging has come a long way from being a casual online tool for storytelling to an essential element of a digital marketing strategy.

Blogs are a long, short or creative source of information and if there is one thing Google loves, it is loads of valuable information. Research shows that websites with blogs have 434% more indexed pages. Google recognises and ranks these websites easily due to the information provided, ultimately leading to that site showing up on the first page of search results.

Considering how broad a topic Real Estate is, builders must take advantage of the power of blogging and focus on sharing information to potential home buyers. Blogs that give detailed information on upcoming properties, tips on home buying and guides on investment options are just some of the many topics a Real Estate blog can include.

Having a strong social media presence

The platform of Social Media offers brands a unique way to get more personal with their audience, and it is no different in the case of Real Estate.

There are numerous platforms for Social Media Marketing available today and some of the most useful ones for Real Estate developers include:

  • Facebook: India has the world’s largest number of Facebook users (195v million and counting), so there is a clear and open platform for Real Estate developers to take advantage of the numerous advertising techniques Facebook has to offer.
  • YouTube: Videos are, without a doubt, the most watched medium on the planet. Real Estate developers can use optimised YouTube videos to add a layer of instructiveness to their promotional campaigns.  
  • Twitter: This micro-blogging giant has proven to be a rather useful marketing tool in the recent years. Twitter serves as a great platform for Real Estate developers to invite credible 3rd party sources to influence purchase decisions. For more insight on this, make sure you check out our extensive Twitter marketing guide for businesses in India.
  • LinkedIn: LinkedIn is the go-to medium for anyone looking to expand their business to business portfolio. Real Estate developers can connect to 3rd party realtors, architects, interior designers, house maintenance providers and so on.

2. Acquiring Customers

Having an online presence won’t be fruitful if your potential customers are not aware of that presence. Real Estate developers depend heavily on lead generation, and digital marketing offers the quickest, easiest and most ROI friendly lead generation method. Here are some of the ways Real Estate developers can acquire customers via digital media.

Advertising

Advertising online is one of the best ways to ensure you are reaching your potential target Group. If done right, it can be the best lead generation tool for real estate developers. Be it Facebook or Google or even other platforms such as Bing and Yahoo, using lead generation, website conversion ads or even interactive ads to engage with your target audience and collect leads.

Facebook Ads

As of July 2017, there are 241 million active users in India on Facebook. This is a primary reason why advertising on Facebook is something every builder needs to try. From website conversion ads to lead ads and carousel ads, builders should try a combination of videos and images to drive enquiries and site visits.  Facebook also has detailed targeting by demographics, age and behaviour. Additionally, you can also target your website visitors and those you have engaged with your post so that the ad is displayed to a more specific and niche crowd making the probability of selling the property even higher than before.

Ads in regional languages have started rolling out, and marketers have begun incorporating this concept into their marketing strategies to reach out to their target audience. When a potential home buyer reads an ad in his regional language, he develops a bond of trust and comfort with the seller and is more likely to make a purchase, or at least recommend that product to a friend.

Regional ads

With Facebook’s Brand Reach and Frequency campaigns, brands can even get assured visibility and reach, similar to what a front-page newspaper ad gives.

Google Ads

Google AdWords is a paid digital marketing strategy that is run on the Google search engine. Adwords smart display campaigns run strongly through a set of rules and guidelines and work best when incorporated into SEO tools and strategies.

Let’s say a home seeker is typing “flats in OMR” in the search box; if the digital marketer has incorporated the keywords “flats in OMR” along with some other relevant search queries, Google will pick up that ad and display it in the search results. The placement of the ad depends entirely on the budget set for the campaign. You can also optimise your AdWords campaign for profound results.

Google’s algorithms are ever changing and evolving to be more consumer-friendly, and 2017 has some cool new digital marketing trends that every marketer must keep close tabs on.

Drip email marketing

Drip emails are automated emails that are sent out based on a predefined time or user actions. Real Estate developers can target and constantly stay in touch with a group of people based on certain criteria retrieved from a strong email marketing database. Let’s say that a customer has visited a property website and shown interest by subscribing to property newsletters. Digital marketers can use the information provided by the customer to send emails about the development and completion of the property and news on various other related properties.

Drip emails are a powerful lead nurturer, with statistics showing a 119% increase click-through rate via trustworthy emails.

Influencer marketing

Influencer marketing is the Internet’s word-of-mouth marketing method and can prove very effective to generate leads for Real Estate Developers. Just like word-of-mouth, influencer marketing uses popular bloggers and other professionals in the Real Estate industry to promote a particular property. Influencer marketing channels include both blogs and social media channels, so Real estate developers must carefully choose the appropriate kind of influencer to market their properties.      

Influencer.in provides a one-stop platform for Real Estate developers to search and connect with the best influencers in the country; they can choose from either working on long campaigns with a selected influencer or contacting multiple micro-influencers over various social media platforms to spread the word.

3. Customer Engagement

The age-old marketing rule of getting new customers while retaining existing customers applies in the digital space as well. Of course, the most popular tool for customer engagement today is social media, and Facebook ranks high up on the list, especially for the Real Estate industry. There are a plethora of social media trends benefiting the real estate industry. Here are some interesting ways developers can utilise Facebook and YouTube for customer engagement.

Facebook engagement

  • Post real estate investment advice albeit with a funny picture
  • Post product comparison images and let the followers vote
  • Post interesting facts about the locality where the property is being developed
  • Post about celebrity or high-profile activity that is happening in the locality where the property is being developed
  • Post about festivals and celebratory occasions while adding a twist that relates to a property
  • Share information about daily real estate activities

YouTube engagement

  • Post videos on property interiors
  • DIY practical tips on home improvement
  • Property reviews
  • Live feed of upcoming events that relate to the property
  • Virtual reality property experience

Case Study: Digital Marketing for a leading real estate developer in Chennai

One of our esteemed clients is a Chennai based Real Estate enterprise which laid its foundations in 2004. Known for providing niche residential segments like luxury villas and high-rise apartments, the company has since produced 68 projects, selling to over 4000 happy residents.

Our client wanted to scale up its digital presence through powerful digital marketing, focusing on five primary goals.

An intense digital marketing campaign followed, running on platforms like Facebook, LinkedIn and Google search, resulting in an impressive turnaround that showed:

  • Over 500 Crores in sales from digital enquiries
  • 10x increase in lead generation
  • Cost per lead reduction by 30%
  • Organic Traffic increase by 3x
  • 4x increase in leads from organic traffic
  • Fan base on Facebook has grown to an engaged community of over 1,40,000 fans

Real estate is the most reliable and secure long-term investment you can make, and the ability to purchase a home will only get easier with newer technologies coming into the digital space, which is capable of giving you a real-time experience of any property right through a screen.

 

A case study of how a real estate company grew via digital marketing

For every real estate developer, selling their property is the only focus. From offline to online advertising, brands are willing to try anything to generate leads and reach out to the potential buyers. In our experience, for most real estate developers, the digital medium works extremely well. We have seen that for some developers, over 1/3rd of their sales come from the digital medium.

The Challenge

Most developers, until recently have been using the offline medium for marketing. Developing from a large offline presence to online lead generation has its implications. Most real estate Developers do not know where to start the digital journey. Transitioning from generating sales via the traditional methods of cold calling to intensive integrated marketing campaigns, The Biggest Challenge Real Estate Developers’ Face in Mumbai is determining what Digital Business Strategy guarantees a boost in high ROI?

Another key challenge faced by many property developers is the fact that amid the fast-paced digital shift, how does one choose the right digital channels or Online Advertising Strategy to drive toward the best quality lead that contributes to increasing their sales?

The real estate industry is forming a shift in the space and like every other competitor most real estate players do not clearly define the boundaries of what makes a good marketing strategy.

The Solution

In digital marketing, Real Estate in Digital Marketing terms means lead generation and this means implementing The Latest Digital Marketing Trends to capture that valuable lead that matters to your business. Effectively understanding which platform works to drive those very valuable leads is a strategic process which requires deep in-depth knowledge of gaining higher conversion rates that in turn Add Higher ROI to Your Business. This can vary right from understanding the campaigns to the various targeting options to driving the right audiences through a filtered lens to quantify which lead will ultimately have a higher impact to convertibility.

This is exactly what we do for our real estate clients:

The Results

What did we do that was different?

  • Optimized Landing Pages

Yes, you heard that right! In real estate, having an effective landing page is the key that opens the door to a variety of potential leads.

Having a static landing page that captures the basic information like name, number and Email isn’t enough. Driving the leads to a call to action ensures that you grab their attention and ensure that the purpose of running all your ad campaigns is put to maximum use by getting them onto your landing page.

The landing page has to be highly optimized to ensure:

  • The landing page visitor is kept captivated by only key product information
  • The landing page specifies the project details and invokes curiosity to find out more details
  • There is no escape other than filling out the form so the chances of the lead bouncing off your page is minimal.

After all, optimizing the landing page is the only way to determine how those higher but better quality leads are driven!

optimised landing page

What’s new?

Lighter Landing Pages

Less is indeed more! Having key information yet with a minimalistic approach works better. This version of landing pages downloads faster doesn’t have too many distractions and is to the point. In short, if you are trying to weave a story about your real estate project, then this landing page version is the moral of the story and that’s it!

light landing page

With the rising growth of hundreds of various ad platforms, the digital marketing mix becomes even more complex with what metrics actually matter and how the importance of Tracking Your Advertising Campaign can drastically make or break the deal!

Tracking everything is an entire process which not only requires the metric objectives but becomes a game changer when you align those very metrics with the objectives of the brand strategy through the campaign.

So, one arises to the rock bottom question? What ads drive better conversions?

The infographic below summarizes every aspect of what one can expect from paid advertising including the pros and the cons:

A war on the two fronts!

fonts

What’s new?

Vernacular Ads

If the probability is that everyone is Clicking on the Ads, why not make the content appeal in all languages that reaches a wider mass market to catch the attention on a native level. According to research, regional content does better online than English.

vernacular ads

Using vernacular content in your advertising strategy makes perfect sense to target a broader Pan- India audience, especially those in tier II and tier III cities.

The key takeaway is to resonate with the local market with a message or call-to-action that urges them to your landing page (which can be curated to the local language as well) to drive them from consideration to conversion!

The Philosophy of Lead Generation

Yes, everyone is doing many things across the known platforms such as Facebook, Google, Yahoo and Columbia but what next?

Investing in other unknown territories and trying out various tools only help drive conversions up to a certain point.

Instead of looking outward, why not focus on driving the main tool (The Landing Page) into a multi-channelled function that serves many purposes with a multi-project landing page!

It’s simple, cost-effective and solves the problem of repetition and monotony across landing pages.

multiple project LP

(Sample Multi project Landing Page)

The ROI for Real Estate Developers

Having emerged from a generating leads for a stand-alone project to delivering results across multiple projects both on the domestic market and international market, we have successfully driven hundreds of sales spending vast amounts of money to churn around 10 times the growth revenue than any other digital agency can deliver attributing to only 1% of the sale value, the cost per leads has been crucially optimized to deliver better results than ever before!

Our Approach

Our approach to driving an Integrated Lead Generation Strategy is to constantly re-evaluate the ‘go-to-market’ strategy rebuilding the value proposition each time.

  • Why optimize for the sake of getting more leads if the qualitative factors aren’t scrutinized?
  • Why attribute ROI only the basics of digital advertising and its limitations?
  • Why drive a multi-channelled advertising strategy if it doesn’t deliver higher ROI?

At Social Beat, driving higher advertising effectiveness is just one of many ROI values we blend into our methods which help generate higher returns on your lead generation campaigns.

 

 

 

Google awards Social Beat for Innovation in Digital Marketing

Since becoming a Google Premier Partner a year ago, we have constantly pushed the bar up to leverage Google AdWords and other advertising channels to deliver the best ROI. We are happy to announce that Social Beat has been awarded for Innovation in Display Advertising at the recently concluded Google Premier Partner awards in Mumbai. We were the only agency in India shortlisted for both Search Innovation & Display Innovation category.

Social Beat wins the Display Innovation Award from Google Premier Partners in India

The award is a testimony to the fabulous team at Social beat, which constantly pushes the bar to deliver results for clients. There are only 65 Google Premier Partners in India of which 13 were shortlisted for the awards and 5 won them.

Above is a picture  of Vikas Chawla collecting the award on behalf of the team, from Rajan Anand, Vice President, South East Asia and India of ‎Google India and below is a picture of the team that made it happen.

To learn about the innovation we do for our clients, please visit our blog showcasing the case studies.

Google-Digital-Marketing-Award-India-Social-Beat

Social Beat Nominated for Search & Display Innovation 2017 by Google

Since becoming a Google Premier Partner a year ago, we have constantly pushed the bar up to leverage Google AdWords and other advertising channels to deliver the best ROI. We are happy to announce that Social Beat is the only agency in India that is shortlisted for the Google Premier Partner awards for both Search Innovation & Display Innovation category. Below are two case studies showcasing some of the work we have done.

Success in Search Innovation for India’s leading self-publishing company

We work with Notionpress, India’s leading self-publishing company and our goal was to increase the number of leads by reaching out to potential and budding authors. The publishing space is an extremely competitive space, we used Google Search campaigns a key channel to achieve this goal. Right from creating a structured AdWords campaign to daily optimisation of the campaigns, we experimented with every feature that Google offers such as

RLSA & IF function

Understanding that the people who already know us and have interacted with us through the website have the highest potential to convert as a lead, we used the RSLA feature to do just that. This feature helped us target the website visitors to convert them into potential leads. This audience, however, was from different categories and their search queries were different and we couldn’t show them the same ad.  The messaging needed to change and utilising the “IF Function”, we were able to dynamically change ad copies to RLSA audiences where we created a sense of urgency, which helped in increasing the conversion numbers.

Keywords of different match types to expand the audience

The self-publishing industry in India is not only a competitive one but also a fairly new industry. In order to understand the market and deliver the best results, we had to constantly think of something new and experiment with different strategies. As part of this strategy, we used keywords of different match types to engage with our target audiences to the maximum extent. This process gave us a broad list of keywords to target and understand what exactly people are searching for and gave us a 3X increase in lead flow.

Managing negative keywords

When we tried out keywords of different match types, not only did we identify many more keywords to target but also found certain irrelevant ones. These keywords were not ideal for our client so we constantly managed and added them to the negative keywords list so that it does not affect the quality of our leads. Over 6000 such words were identified and managed and this list continues to grow every day.

Use of dynamic keyword insertion to show relevant ads to the target audience

Targeting a wide variety of keywords from different categories meant that the ad copies cannot be constant. It needed change depending on what people are searching for. Using the dynamic keywords insertion, we were able to dynamically change the ad copies based on the search query and connect with our target audiences very well, thus contributing to increase in conversions.

Leveraging CPA bidding option

We explored the CPA bidding mode to optimise the bids automatically and moved most of the campaigns to this. We started focussing on other aspects such as changing the bids based on devices, hour, time and day of the week and so on.

Leveraging Dynamic Search Ads

We used Dynamic Search Ads, which is normally used for e-commerce business as DSA provides additional text on the headlines which is not possible through the expanded text ads. This unique method helped us expand our keyword base, thereby helping us get more conversions.

We also worked on creative writing and focused on engaging ad copies in increasing the number of leads.

Results

With the help of search campaigns, we were able to achieve a whopping 561% increase in the number of conversions, and 154% increase in CTR with optimal CPA. We also had a weekly check in with the client on the quality of leads. With this effort, we were able to reduce the % of qualified leads and improved the final conversion of leads to sales.

Success in Display Innovation for South India’s leading real estate company

Casa Grande, a leader in the real estate space in South India, came to us with the objective of driving sales to their properties through Google Display advertising. With the help of every functionality that Google offers, such as responsive ads, similar audiences and smart display ads, we were able to drastically increase the number of site visits and conversions for the brand.

Tapping vernacular content

In India, vernacular content via digital has been growing at a fast pace in India. Of the literate 74%, only 10% read English while the rest consume content in the vernacular medium. In fact, according to statistics, Hindi Internet users (at 201 million) are said to outnumber those accessing the web in English at 199 million by 2021. Keeping this in mind, we used vernacular language as part of our advertising strategy as well as a part of our overall digital media strategy. For a real estate company such as Casa Grande, the audience is spread across Tier I, II and III cities and are not just restricted to the metro cities. It is also true that some of the metro city audiences are more comfortable with the regional language.

Purchasing a property not only involves a lot of money but is also an emotional decision so it is highly essential to talk to them in a language they are comfortable in. We tried out display ads in Tamil, which not only helped us reach a varied set of target audience but also played a substantial role in generating high-quality leads.

Doubleclick Bid manager

When Google Adwords stopped language targeting in Tamil, we quickly turned to Doubleclick and got a license to use the platform. With the help of Doubleclick Bid Manager, we were able to explore placements outside of Hindi language, which helped us achieve great success for Casa Grande, whose target audience is predominantly non-Hindi speakers.

Smart Display Campaigns

In order to always keep a track of the latest trends in advertising, we contacted our Google support team to get us whitelisted and try out new features in the beta stage itself. Our client was delighted with the huge jump in ROI generated with a visible increase in conversions.

Similar Audiences

When the concept of similar audiences was introduced, we immediately tried it out for some of our clients and realised the huge potential it has. We’ve also executed new features such as similar audiences to generate sales and help our clients broaden their reach.

Common Strategies used for both Search & Display

Proprietary CRM for better attribution

Knowing the source of the leads generated from various platforms is highly essential. This helps us to identify which campaigns, placements, topics, and audiences are driving qualified leads in order to improve our quality and quantity of leads. Using this, we are able to understand which platform and source are working better, thereby knowing exactly where to put our money to achieve better results.

A/B Testing to understand consumer behaviour

 No advertising works well without knowing what the target audience exactly wants. Keeping this in mind, we constantly test and refine our landing pages in order to improve the % and quality of conversions that we get. We use Crazy Egg, Zarget and Optimizely for the same. From the designs to the call to action, our team proactively uses heat maps and test various permutations and combinations to understand the consumer better and give them exactly what they want. For example, we did this exercise for our Casa Grande and understood that most of the target audience is looking for floor plans and brochures when they click on the ad. So, the landing pages were optimised to give them just that. This increased our lead flow massively.

Competitor Tracking

The publishing industry being a highly competitive one with reputed and well-established players such as Amazon, we not only need to keep trying something new but also keep a track on the competitors. We use SEMRush and Ahrefs to explore the activities of our competitors to stay ahead of them in our campaigns. We also get new Campaign/Ad Group/Keyword ideas by analysing the competition.

Scripts and Third Party tool to automate smaller tasks

As a team, we are constantly on the lookout to do more in less time and deliver big for our clients. In order to automate the day to day tasks, we use scripts and third party tools, to expand and optimise the campaigns. This process saves us a lot of time and cuts down monitoring simple monotonous processes, which in turn helps us focus on other aspects of optimizing the ad campaigns. It also helps in keeping a close track of the Google Adwords Account Health Score to optimise the campaigns.

Effectively leveraging Google Analytics and Audience Insights

We use advanced audience insights to understand our customer and target them. It also helps us with creating smart remarketing lists and use it for RLSA to get better conversions and results out of our advertising efforts.

One of the key reasons that we were able to produce such results is due to our ROI driven focus. To ensure that we push our boundaries and achieve the set targets for our clients, our team relies heavily on knowledge sharing and staying up to date on the new trends. We look forward to continuing pushing boundaries for our clients.

Social Media Trends for Real Estate in 2017

Over the past few years, social media marketing has been one of the key marketing strategies for leading real estate developers to reach out to their potential buyers. For some developers, over 1/3rd of their sales comes from the digital medium. Advertising your property on social media platforms is a guaranteed way to showcase your property to the real estate investors and increase the possibility of a sale. However, just posting images of your next upcoming project may not be captivating enough. Here are some new trends that real estate developers can leverage upon.

360 Degree Videos & Photos

What if you could give your potential home buyers the luxury of a walkthrough of their new apartment without them leaving their homes? Sounds too good to be true? The latest trend of 360 videos will let you do just that. It is an excellent way to connect with your target audience and show them home buyer what is in store for them if they buy your apartment or villa.

While virtual reality is making an entry in the marketing scene, it is not mainstream yet because of the cost of the VR gears. However, if you are looking for an engaging video, then a 360-degree video is a good starting point. These videos can be created through low-cost tools as well. 

This trend is highly beneficial for real estate for developers to showcase their upcoming projects. Apart from the 360 videos, developers can also use 360-degree photos to showcase an immersive 360-degree experience. Both the 360 video and photo produce more engagement and message retention than regular videos or photos.

Casa Grande, one of India’s leading real estate developers, have used this marketing strategy to connect with their potential customers. For the launch of one of their projects in ECR, Chennai, they used 360 videos to exhibit to the potential clients what is in store for the project.

360 videos to showcase your brand

Growing importance of interactive ads

With organic reach on Facebook almost dead, brands are using focused advertising to reach their potential audience on Social Media. While the regular lead generation and website conversion ads are a great way to reach your target audience, it is also important to engage with the potential audience to understand them to improve the quality of your leads. A good way to do this is by using interactive ads. Interactive ads are the next generation of ads, which has taken social media marketing by storm. These ads increase the engagement by interacting with potential customers. A typical example of an interactive ad are the Facebook live polls hosted by companies to produce user-generated data to study what the customers are interested in buying. For example, a real estate developer can put up a poll on Facebook to check if their clients prefer sea-facing apartments or pool-facing apartments. This will give them a rough insight of what their customers want and can even use this data in pricing their property.

If you are looking at the next level of interactive advertising, try out M-Canvas ads, a mobile-only advertising service with very interactive and engaging ad formats. They are unlike any other format available on social media. They are highly interactive and uses a mix of images, video, and carousel to create a memorable and stunning visual experience on mobile. Moreover, these ads allow you to interact within the publisher i.e while you are reading your news article on the same page you can interact with the ad, rather than going to a different page. Once you click, the ads expand and give your further information and ensure the viewer interacts with the ad to take the next steps.

It is one of the best ways to showcase real estate products. For example, if your end goal is for your customer to enquire about the project, you can show a sneak preview of the project’s interiors with Call to Action that prompts viewers to take the next step. An audience who’s interested enough to swipe all the way through your ad is likely willing to click through to your website and make the enquiry. These canvas ads are a new concept that is catching up, and we see it as a trend that is here to stay.

Micro-Targeting

Micro-targeting is a marketing strategy of using consumer data and demographics to identify the interests of specific individuals and then influence their action of making a purchase. If a property is for sale on OMR in Chennai or in Whitefield in Bangalore or BKC in Mumbai, with three bedrooms, three baths and is close to the IT corridor, then it is most likely to be bought by a working professional in his 30s with a family of two kids. With the help of micro-targeting, real estate developers can reach out to their target audience by specifying the demographics and the geography of the potential customer on Facebook. You can even target users around the world whose hometown matches the city where the project is. Hence, their ads are displayed to a more specific and niche crowd making the probability of selling the property even higher than before.

Growth of regional content and regional ads

Hindi Content has been growing faster than English content, and this is likely to increase even further in 2017. This is not only the case for content but also advertising. if you looking to reach a wider audience, especially in the tier II and III cities, then using regional content is a must. Ads in regional languages have started rolling out, and marketers have begun incorporating this concept into their marketing strategies to reach out to their target audience. When a potential home buyer reads an ad in his regional language, he develops a bond of trust and comfort with the seller and is more likely to make a purchase, or at least recommend that product to a friend.

For example, Aryan Housing, one of the leading real estate developers based out of Mumbai, ran a campaign of ads in Marathi to connect with their local audience and received a phenomenal response.
Aryan - MarathiUnderstand this trend; Google has also recently started ads and keyword targeting in Indian languages to widen their reach.

Adwords
Integrating Offline and Online marketing

While the majority of the first time home buyers are researching online, they make the end decision of buying the property offline only. So for a real estate company, integrated offline and online marketing efforts is highly essential. While it is important to run ads and get leads, it is also important to understand that consumers do not make purchase decisions based on a single ad or message alone.  Potential buyers gather all their information from various channels and this data gathered through several stages of the buying process are the building blocks of sales.

If you have a potential lead from an online ad and your sales team is following up with them, it is important to also reach out that potential lead online as well. You could use automated email or drip email to reach them until they actually make the purchase. Real Estate developers can target and constantly stay in touch with a group of people based on certain criteria. Let’s say that a customer has visited property website and shown interest by coming for a site visit, digital marketers can use the information provided by the customer to send emails about the development and completion of the property and news on various other related properties. Drip emails are a powerful lead nurturer, with statistics showing an 119% increase click-through rate via trustworthy emails.

“Across the funnel” marketing

Advertising across social media platforms is all about building your brand and making it a household name for people to connect to and rely on. In “Across the Funnel” marketing, real estate developers build their brand names through four essential steps. They initially start the process by running engaging campaigns on social media, which explain their products and attract potential buyers. Then, they work towards increasing traffic to their websites and drive site visits and enquiries through their conversion data. Lastly, they customise their audience by eradicating cold leads and focus on customers who have actively shown interest in their marketing campaigns.  With Facebook’s Brand Reach & Frequency campaigns, brands can even get assured visibility and reach, similar to what a front page newspaper ad gives.

All of these social media marketing strategies are currently trending in 2017 and are here to stay! Which of these techniques will you be adapting in your social media marketing strategy? Tell us in the comments below.Content marketing blogs to follow.

This article was originally published in Realty Plus Magazine. 

 

Digital Marketing by Real Estate Developers in Mumbai

Considered one of the biggest property markets in India, Mumbai has many real estate developers trying to reach their target audience online. Digital Marketing is one of the primary channels to connect and engage with customers online and generate quality leads. Here’s a detailed report on the digital marketing strategies of the top real estate developers in Mumbai.  

Lodha Group

Lodha Group is one of the most profitable players in India. They are known for making landmark developments in residential and commercial spaces and pioneering new trends.

Website

UX Audit:

They have an interesting design of image slider that showcases all the project launches and  promotions. The project locator is a nice filter functionality to find project developments. Project page showcases the projects based on their location and has the information about the price too. This leads to the enquiry page with project brief and lead generation form. The website is, however, not mobile-friendly as the text is too small to read and the contents are wider than the screen.

Key Features:

  1. Projects are well showcased.
  2. Each project has a separate landing page with enquiry form.

Web Insights:

Total VisitsAvg. Time on SitePage ViewsBounce Rate
148.60K 00:01:30 2.1775.20%

SEO:

Moz rank: They have a Moz rank 42 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 63/100
  2. For Desktop Site their Speed is 69/100

Social Media Presence:

Twitter: They have an active Twitter account with around 8000 followers. They do 20+ tweets a week and have no promoted tweets. They tweet about a wide array of topics ranging from their projects to the general industry based news. In spite of these, engagement is low on tweets.   

Facebook: They have an active page with around 100000 followers. The engagement is good, highlighting the use of promoted posts. Their content includes customer testimonials and event invites.

LinkedIn: They are very active on LinkedIn and have around 47000 followers. Below is a recent post about demonetisation, which received a good response

Lodha Post

Youtube: They have 720+ subscribers with not-so-engaging videos

Google+: Their Google+ account is active having 35 followers.

Instagram: The account is active and has 1500+ followers.

Content Marketing: Though the blog page is not very attractive, they are posting at least 4 articles per month. They have a live chat option on their blog.

 

Lodha group Infographic

Godrej Properties

Godrej Properties develops residential, commercial and township projects across 12 cities in India. They provide imaginative and extraordinary spaces keeping customers’ needs in mind.

Website

UX Audit:

They have a well-organised menu catering to different kinds of website users (buyers, investors, NRIs etc.) They also have a nice hierarchy for project menu, leading to different property projects. Individual project pages include features like project overview, highlights and enquiry form. Their page is mobile friendly.

Key Features:

  1.   Mobile Responsive
  2.   Enquiry Form
  3.   Live Chat Option

Web Insights:

Total VisitsAvg. Time on SitePage ViewsBounce Rate
206.40K 00:02:081.8977.91%

 

SEO

Moz rank: They have a Moz rank 46 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 46/100
  2. For Desktop Site their Speed is 82/100

Social Media Presence:

Twitter:  They don’t have a twitter account for Godrej Properties.

Facebook:  They are not very active on Facebook but they still have around 58000 followers. Below is a recent video post, which has received some responses and views.

Godrej Post

LinkedIn: They are active in LinkedIn with around 36000 followers. Compared to other social channels they are more active on LinkedIn. 

Youtube: They have 740+ Subscribers and videos in their channel are pretty engaging, having a decent number of views.

Google+: They have an active Google+ account having 474 followers.

Instagram: They have 400+ followers on Instagram.

Content Marketing: They have been blogging since May 2016. They have 15 articles as of now, and they have a separate domain for blogging.

 

real-estate-infographic-mumbai-godrej-p

Tata Value Homes

Tata Value Homes is a subsidiary of Tata Housing. It is one of the larger real estate companies that focus on low-cost housing with modern amenities.

Website

UX Audit:

They have allocations to provide a quick filter for the audience based on the city/location of the user. The quick search option leads to a map with property locations highlighted for user convenience. Showcasing their featured projects on the homepage with prominence is an interesting feature. Laying out interesting blogs on the homepage is another noteworthy feature.

Key features:

  1. Enquiry Form
  2. Mobile Responsiveness
  3. Drop Down for selecting the appropriate city

Web Insights:

Total VisitsAvg. Time on SitePage ViewsBounce Rate
70.50K 00:01:122.51 68.56%

SEO 

Moz rank: They have a Moz rank 30 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 78/100
  2. For Desktop Site their Speed is 87/100

Social Media Presence

Twitter: They have around 6000 followers. They aren’t tweeting on a regular basis and they use the same content across social media platforms.

Facebook: They have around 250000 followers and have boosted some posts a few months back, but recently they are not very active. Below is a boosted post shared a few months back which has a large number of likes and responses.

Tata value homes post

LinkedIn: They have only 110+ followers, and the page has no posts till date.

Youtube: They are current not active. Their last uploaded video was 4 months ago.

Google+: They have an active Google+ account with 85 followers.

Instagram: They are also active on Instagram having 1300+ followers.

Content Marketing: They have posted only 3 blogs in 2016, highlighting the missed opportunity in content marketing.

 

Tata value homes infographic

Mahindra Lifespaces

Mahindra Lifespaces is the real estate company of the Mahindra Group. They are the first Green Home Developer with Green Design & Healthy Living as their main focus across their projects.

Website

UX Audit:

The web page has nice project filter on the home page following the banner. Sticky enquire now button to provide constant CTA is an interesting feature. A section to attract NRI investors is also present. Menu dropdown feature is quite interesting, especially the categorized submenu for projects.

Key features:

  1. Enquiry Button
  2. Mobile Responsiveness

Web Insights:

Total VisitsAvg. Time on SitePage ViewsBounce Rate
43.50K 00:01:341.65 76.17%

SEO

Moz rank: They have a Moz rank 39 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 55/100
  2. For Desktop Site their Speed is 73/100

Social Media Presence

Twitter: They are active on twitter with engaging tweets. Below is a public awareness tweet.

Mahindra lifespaces post

Facebook: They are very consistent in boosting posts and are active on Facebook, having around 125000 followers.

LinkedIn:  They have an active LinkedIn page, which has around 26000 followers. They are posting engaging contents on a regular basis.

Youtube: They have only 160+ subscribers. They upload two to three videos per month.

Google+: They are not active on Google+ and have only 6 followers

Instagram: They are active on Instagram having 50+ followers.

Content Marketing: They don’t have a company blog.

 

mahindra lifespaces infographic

Sobha Ltd

Sobha Group is one of the largest real estate organizations in India and the Middle East. They focus on delivering the highest levels of quality, with no compromise.

Website

UX Audit:

The premium images rolling in the banner connects the user to the luxury of the brand. The main menu could have been more prominent instead of being placed against the sliding banners. Apart from that, the site has a very nice organization of the project information – presented state-wise and sorted by price.

Key Features:

  1. Mobile Responsiveness
  2. Enquiry Form

Web Insights:

Total VisitsAvg. Time on SitePage ViewsBounce Rate
259K 00:01:23 2.1074.75%

SEO

Moz rank: They have a Moz rank 35 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 87/100
  2. For Desktop Site their Speed is 74/100

Social Media Presence

Twitter: They are very active in Twitter having around 5000 followers and they do 3 to 6 tweets a day which is a lot compared to other developers. They have a diverse set of tweets ranging from new project launches to general industry based news. Despite these, engagement is low on tweets.

Facebook: They have an active page with around 7 lac followers and they have been posting at least twice a day and the engagement is good. Below is an organic post which had a good response.

Sobha Developers

LinkedIn: They are very active in LinkedIn having around 16000  followers.

Youtube: They have an Active Youtube account with 570+ subscribers and they have interesting Testimonial videos.

Google+: They have an active Google+ account with 554 followers.

Instagram: They are active on Instagram with 3100+ followers

Content Marketing:  They have a blog, which is not active.They do not have any mention about their blog on their website.

 

real-estate-infographic-mumbai-sobha

Kolte Patil Developers Ltd

Founded 2 decades ago, Kolte-Patil has built residential, commercial, retail, and integrated township projects till date.

Website

UX Audit:

Interesting zoom in feature on the banner images attracts the users. Well organized menu putting out all the necessary information is a great feature. Book Online page showcases all the projects with the quick facility to book. They also have live chat option in all the pages.

Key Features:

  1. Live Chat
  2. Mobile Responsiveness

Web Insights:

Total VisitsAvg. Time on SitePage ViewsBounce Rate
15.70K00:05:085.1 37.32%

SEO

Moz rank: They have a Moz rank 34  for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 46/100
  2. For Desktop Site their Speed is 61/100

Social Media Presence

Twitter:  They have around 10000 followers and are highly active on Twitter. Their tweets are very engaging.

Facebook: They are having around 67000 followers and post twice a week.

LinkedIn: They have around 6000 followers and are moderately active on LinkedIn with 3 to 4 posts per month. Below is a post, which got pretty good responses.

kolte-patil-developers-limited-overview-linkedin

Youtube: They are not very active and have only 367 Subscribers. Their videos have a decent number of views.

Google+: They are active on Google+ with 114 followers.

Instagram: They are also active on Instagram having 1100+ followers.

Content Marketing: Though they do not have an attractive blog page, they are posting 2 articles every month.

 

kolte patil infographic

Hiranandani Developers

Pioneering new technologies & bold design, Hiranandani Developers have created residential townships & commercial complexes meeting the expectations & lifestyle of the people.

Website

UX Audit:

Their Homepage design focuses on all the launches/promotions. Placement of a common enquiry form across all projects, to make enquiries for the visitor easier is appreciable. The website is mobile friendly.

Key Features:

  1. Mobile Responsiveness
  2. Enquiry Form

Web Insights:

Total VisitsAvg. Time on SitePage ViewsBounce Rate
11.40K 00:02:352.8532.53%

SEO

Moz rank: They have a Moz rank 32 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 35/100
  2. For Desktop Site their Speed is 45/100

Social Media Presence

Twitter: They have around 1400 followers and are highly active on Twitter with at least 4 to 5 tweets every day.

Facebook: They do have an active page with 71000 followers. Below is a Selfie contest post, which was engaging and had good responses.

LinkedIn:  They have only 190+ followers in LinkedIn and they haven’t posted anything until now.

Youtube: They have 630+ subscribers on Youtube. Though they are not active on YouTube, they have decent views for their engaging videos.

Google+: They are not active on Google+ and have only 29 followers.

Instagram: They are active in Instagram having 300+ followers.

Content Marketing:  They have their blog in Weebly and actively post articles about real estate, their ongoing projects, and latest industry related news.

 

real-estate-infographic-mumbai-hiranandani

K Raheja Corp

K Raheja is the most trusted destination developers of India. From residences to workplaces, hotels to retail destinations, they have made a meaningful impact on the evolution of modern-day living.

Website

UX Audit:

They have a Minimalistic home page with user engagement focussed to the menu. Explore our Projects feature introduces users to all the brands, where each brand project page comes with details of the project and enquiry provision. Their website is not mobile friendly because the text is too small to read and the content is wider than the screen.

Key Features:

  1. Minimalistic Design
  2. Enquiry Form

Web Insights:

Total Visits

Avg. Time on Site

Page Views

Bounce Rate

9.70K 00:01:14 2.60 19.55%

SEO

Moz rank: They have a Moz rank 30 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 51/100
  2. For Desktop Site their Speed is 62/100

Social Media Presence

Twitter: They have only 180+ followers, and they have good quality tweets with no engagement. If they promote their tweets, they can get results.

Facebook: They have 4500 followers on Facebook. They are consistently posting 6 to 7 contents per week all are organic, so they are getting low responses and engagements. Below is an interesting post with not much engagement.

k-raheja-corp-fb

LinkedIn:  They are not active on LinkedIn but have around 10000 followers and they haven’t posted anything till now.

Youtube: They are not active on Youtube and have only 11 Subscribers, and their last upload was a year ago.

Google+: They do one post a week in Google+ but still they have only 8 followers.

Instagram: They have only 8 followers in Instagram.

Content Marketing:  They don’t have a company blog.

 

real-estate-infographic-mumbai-k-raheja-corp

Rustomjee Spaces

Rustomjee Spaces have transformed 10 million square feet of the city into premium townships, corporate parks, retail spaces, and 8,500+ homes with a special focus on Mumbai Metropolitan Region.

Website

UX Audit:

The web page has a simple banner with prominent CTA and Project locator. There is a showcase of featured properties, and they do have an enquiry form. Project Explorer has filters that would help the user to find properties easily and closer to their choice and their website is mobile friendly.

Key Features:

  1. Enquiry Form
  2. Mobile Responsiveness

Web Insights:

Total VisitsAvg. Time on SitePage ViewsBounce Rate
16.10K00:02:11 6.0855.04%

SEO

Moz rank: They have a Moz rank 32  for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 73/100
  2. For Desktop Site their Speed is 89/100

Social Media Presence:

Twitter:  They are active having 1400 followers on Twitter, and they have been consistently tweeting 6 to 9 tweets per week. They have no promoted tweets so there is only little responses. Below is an interesting tweet with little engagement.

Rustomjee post

Facebook: They have around 13000 followers posting 5 to 6 times per week with little response. All their posts are organic. They might get good engagements if they boost their quality posts.

LinkedIn:  They aren’t active past 3 months, but they have decent engagements in their previous posts.

Youtube: They have 220+ subscribers, and they are uploading 3 to 4 videos per month. They have decent views. All the videos are real estate Industry related.

Google+: They are not active on Google+ for the past 2 years.

Instagram: They do not have an Instagram account.

Content Marketing: They are maintaining 2 blogs and have been posting their project related and educative articles at least once per month.

 

real-estate-infographic-mumbai-rustomjee

Adani Realty

Adani Realty has been developing residential, commercial and social club projects across Ahmedabad, Mumbai, Gurgaon, Kochi & Mundra.

Website

UX Audit:

Their web page has an interesting single scroll homepage design, which focuses on two utilities – one showcasing all their launches and promotions and the other leading the visitor directly to projects/gallery/other information via the menu. Elegant project showcase with the project overview and CTA’s leading to individual project websites are some of the noteworthy features.

Key Features:

  1. Enquiry Form
  2. Mobile Responsiveness

Web Insights:

Total VisitsAvg. Time on SitePage ViewsBounce Rate
2.40K 00:01:451.6 37.01%

SEO

Moz rank: They have a Moz rank 16 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 67/100
  2. For Desktop Site their Speed is 86/100

Social Media Presence

Twitter: They have 50+ Followers in Twitter and are moderately active. They do 4 tweets per month. Below is an interesting post having low engagement.

Adani realty post

Facebook: They are active in Facebook having around 4k followers, and they do at least one post per day and have boosted a contest campaign, which had a good response

LinkedIn: They have 785+ followers and are not that active. They do 4 posts per month and the engagement is low.

Youtube: They don’t have a Youtube channel.

Google+: They are not active in Google+

Instagram: They are not active on Instagram

Content Marketing: They have an active blog in their website itself, and there are around 300 articles.  

 

adani realty infographic

Oberoi Realty

Oberoi Realty has developed over 39 projects at strategic locations across the Mumbai skyline. Over the past three decades, they have been consistently providing high-design and quality residential, commercial, and retail spaces.

Website

UX Audit:

The banners and featured projects provide prominent information to the audience coming to their site. Individual project pages are organized state/city wise to make the navigation easier for the users. Schedule a visit is a useful provision for interested buyers/investors.

Key Features:

  1. Mobile Responsiveness
  2. Enquiry Form

Web Insights:

Total VisitsAvg. Time on SitePage ViewsBounce Rate
148.60K00:01:302.1775.20%

SEO

Moz rank: They have a Moz rank 27 for Domain Authority.

Website Speed:

  1. For Mobile Site their Speed is 46/100
  2. For Desktop Site their Speed is 68/100

Social Media Presence

Twitter: They are moderately active having only 50+ followers, and they do 2 to 3 tweets per day mostly about their ongoing projects.

Facebook: They are active on Facebook with around 13000 followers posting 3 to 4 times a week. Their posts are organic and have decent engagements. Below is an interesting post about their project.

oberoi-realty

LinkedIn: They are moderately active with around 10000 followers. They do post 3 to 4 times per month, and the posts are engaging with good responses.

Youtube: They are not active this month but have 80+ subscribers. They have many testimonial videos which are having a good number of views and response.

Google+: They are not active on Google+.

Instagram: They are highly active on Instagram having 700+ followers.

Content Marketing:  They don’t have a company blog.

 

real-estate-infographic-mumbai-oberoi

Digital Marketing by Real Estate Developers in Bangalore

The real estate industry in India and Bangalore in particular is growing rapidly with real estate companies establishing new developments in and around the city. Real estate developers are also using digital marketing to update their clients and potential clients on the new projects and any exciting news that they may have.

From opting for a responsive website to having engaging social media content across channels, real estate developers are including digital marketing as part of their marketing and sales strategy. Keeping this in mind, we have put together a detailed report on the digital marketing strategies of some of the top real estate developers in Bangalore.

Mantri Developers

With developments ranging from residential to retail, from commercial to hospitality sectors, Mantri Developers are one of the few real estate businesses that have provided high-quality properties that match the current trends and future needs.

Website:

Mantri Developers have a descriptive website that covers details of all their projects elaborately.

Key features:

  1. Live chat
  2. Email Sign-up and Newsletter Subscription
  3. Mobile responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
46.2K0:02:573.849.58%

 

UX Audit: From a user’s perspective, this website has a lot of useful information.  However, a more organized and spacious layout would connect better with the users and improve their experience.

SEO:

Moz Rank: They have a Moz Rank 40 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 47/100.
  2. For Desktop Site their speed is 59/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 3k followers. They do 4 to 5 tweets per week and have many promoted tweets too. The tweets are good from the users’ perspective. However, the engagement is low.

mantriblr- Twitter

Facebook: They also have an active page with only organic posts and around 20k followers. Although they have tried interactive posts like the one shown below,  the engagement is quite low. However, they can try to boost their posts to make it reach masses.

Mantri-fb

LinkedIn: They have a LinkedIn business page with around 4k followers. No recent updates are there in the page, but the older posts have good engagement. They respond to the comments on posts, which gives really good impression to the audiences.

YouTube: They have an active YouTube account with 164 subscribers. They post one or two videos every month which has good engagement.

Their Google+ and Instagram Pages are not active.

Content Marketing:

They have a WordPress blog, but the last post was in August 2013. Blogs can give them a lot of traffic, so they should start posting at least one blog per month.

 

Real-Estate-Infographic-V2-Mantri-Developers

Prestige Developers

Prestige Developers is a real estate company that has triumphantly built a lot of residential, commercial, retail, leisure & hospitality based properties.

Website:

Prestige Developers have a common website, which covers detail of all their projects across all the cities they are serving currently. Their website is mobile responsive.

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
147.7K0:02:562.8954%

 

UX Audit: The elite images rolling in the banner connects the user to the luxury of the brand. The main menu could have been more prominent, instead of being placed against the sliding banners, but that apart, the site has very nice organization of the project information – presented state-wise and sorted by price.

SEO:

Moz Rank: They have a Moz Rank 42 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 63/100.
  2. For Desktop Site their speed is 88/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 2.5k followers. They do 10 to 12 tweets per week and have no promoted tweets. The tweets are mostly about their projects or on reasons to buy property. And the engagement on tweets is decent.

Prestige Group-Twitter

Facebook: This is also an active page with around 4 lac followers. All posts are organic and the engagement is low. They have almost same posts on Facebook as the ones they have posted on Twitter.

       Prestige Group-fb    

LinkedIn: They have a LinkedIn business page with around 3.5k followers. The page is active and engagement is also decent but they are posting same content on all the channels. They should differentiate the content as the audiences are different in different channels of Social Media.

YouTube: They have a YouTube account with 867 subscribers but it is not active. The last post was posted a year ago.

Their Google+ is not an active account, and they don’t have Instagram Page.

Content Marketing:

They don’t have any blog linked to their website. Blogs are a very good source of traffic and link building, so they should start a blog and link it to their website.

 Real-Estate-Infographic-V2-Prestige-Group

Tata Housing

Tata Housing is one of India’s leading real estate developers. It is a closely held public limited company and is a subsidiary of TATA Sons.

Website:

They have a website that covers details of all their current projects. Website has many tools like EMI calculator, Property finder, etc. and has a payment option as well.

Key Features:

  1.   Enquiry form
  2.   Mobile responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
144K0:01:472.7265.56%

 

UX Audit: The website comes with a clean layout and a very neat color scheme. One of the hugely useful utility – Search, is well planned here. User experience could be enhanced by placing the search in the primary top portion of the layout – so that it is easily discoverable. Every internal page corresponding to a project, has a different color scheme suited to the image. Even though the common practice is to maintain color consistency across pages, from the UX perspective this is indeed appealing.

SEO:

Moz Rank: They have a Moz Rank 39 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 80/100.
  2. For Desktop Site their speed is 82/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 14.5k followers. They do 3 to 4 tweets per week and don’t have promoted tweets. They have a diverse set of tweets ranging from customer testimonials to the initiatives they have taken in general. The engagement on tweets is good.

Tata Housing-Twitter

Facebook: This is also an active page with around 2 lac followers. All posts are organic and the engagement is good. They have interesting posts like the one shown below:

Tata Housing-fb

LinkedIn: They have a LinkedIn business page with around 12.5k followers. The page is active, and the engagement is also good. Content is exactly same as what they have posted on Twitter.

YouTube: They have an active YouTube account with 1187 subscribers. They post 1 video every month mostly about their new projects.

Their Google+ is active with around 600 followers, and their Instagram account is not active.

Content Marketing:

They have a blog which is linked to their website. The blog is not active as last post was on 6th Jan 2016.

 Real-Estate-Infographic-V2-Tata-Housing

Sobha Developers

Founded in 1976, Sobha Group is one of the largest real estate organisations in India and the Middle East. Today, they have presence in 24 cities and 13 states across India and throughout the Middle East.

Website:

They have a website that covers detail of their current project in all the cities they are serving in India, and they have an option to go directly to Dubai site.

Key features:

  1. Email Newsletter Subscription present
  2. Mobile responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
226.8K0:03:103.359.85%

 

UX Audit: The submenus on the main menu are very interesting, with an image and well placed submenu items. Even for mobile, the menu is optimized well. The banner is the most informing entity of their website. It covers all the deals, promotions, new launches, etc. Usually extensive sliding banners don’t work, from user perspective. However, since the information below the banner is very minimal, the user has a better opportunity to focus on the extensive banner.

SEO:

Moz Rank: They have a Moz Rank 32 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 67/100.
  2. For Desktop Site their speed is 75/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 2k followers. They do 5 to 6 tweets per day, which is a lot as compared to their competitors. They have a diverse set of tweets ranging from their new projects to the general industry based news. Despite these, engagement is low on tweets.

Sobha Ltd.-Twitter

Facebook: They have an active page with around 5.5 lac followers. All posts are organic, and the engagement is good. They have interesting posts like customer testimonial which is shown below:

    Sobha Ltd-fb.       

LinkedIn: They have a LinkedIn business page with around 15k followers. The page is active and engagement is also good. Content is almost same as what they have posted on Facebook.

YouTube: They have a YouTube account with 466 subscribers but it is not very active. The last post was 8 months back.

Their Google+ is active with around 515 followers, and their Instagram account is not active.

Content Marketing:

They have a blog which is not active. They do not have any mention to their blog on their website.

Real-Estate-Infographic-V2-sobha

Century Real Estate

Century Real Estate prides itself on being an integrated, full-service landholdings development company that offers the best real estate & property developers in Bengaluru.

Website:

They have a descriptive website, which covers detail of their current project in all the cities they are serving in India.  

Key features:

  1. Live chat
  2. Mobile responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
20.5K0:04:48346.54%

 

UX Audit: The elevation overview image used in the banner is very attractive. It gives a very detailed idea of the luxury and environment of the residential project. The location sorter-tab is a good utility to filter residential projects in specific areas. The slide-in enquiry form looks neat and works comfortably.

The section ‘Bangalore – the place to be’, is well aligned with the idea of living in a place overlooking green luxury – the strength of their residential project.

SEO:

Moz Rank: They have a Moz Rank 27 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 69/100.
  2. For Desktop Site their speed is 70/100.  

Social Media Presence:

Twitter: They have an active Twitter account, but the followers are very less; it is around 50 only. They do 5 to 6 tweets per week, but the engagement is very low. Some of the tweets are interesting which give emphasis on Call-To-Action as the one mentioned below:

Century Real Estate -Twitter

Facebook: They have an active page with around 47k followers. Some posts are organic, and some are boosted, and the engagement is good overall. They have interactive posts like the one shown below:

       Century Real-fb    

LinkedIn: They have a LinkedIn business page with around 1.2k followers. They don’t have any post on their  page till now.

YouTube: They have a YouTube account with only 13 subscribers and it is not very active. They post once in around 3 months.

Their Google+ is not active, and they don’t have Instagram account.

Content Marketing:

They have an active blog which is linked to their website. And they have newsletter sign-up option for their blog.

Real-Estate-Infographic-V2--Century-Housing

Puravankara Group

The Puravankara Group commenced operations in Mumbai and has established significant presence in the metropolitan cities of Bangalore, Kochi, Chennai, Coimbatore, Hyderabad, Mysore and overseas in Dubai, Colombo and Saudi-Arabia.

Website:

They have a website with categories for cities they are serving in India and then cities have description of their current projects.  

Key Features:

  1. Live chat
  2. Email Newsletter Subscription present
  3. Mobile Responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
91.4K0:01:442.267.51%

 

UX Audit: They have a very interesting drop down menu with all their residential projects listed. The supporting icons plus location information makes way of navigating to residential options more convenient.

SEO:

Moz Rank: They have a Moz Rank 35 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 53/100.
  2. For Desktop Site their speed is 48/100.  

Social Media Presence:

Twitter: They have an active Twitter account but the followers are very less, it is around 360. They do 5 to 6 tweets per week but engagement is low. Most of the tweets are themed around investment like the one shown below:

Puravankara-Twitter

Facebook: They have an active page with around 37k followers. The posts are organic and have decent engagement.

LinkedIn: They have a LinkedIn business page with around 4k followers. They don’t have any post on their page till now.

YouTube: They have an active YouTube account with around 400 subscribers.

Their Google+ is not active, and they don’t have Instagram account.

Content Marketing:

They have a blog, but it is not active. It  is also not linked to their website. The last post was in 2014.

 Real-Estate-Infographic-V2-Puruvankara

Ozone Group

Ozone Group one of the top builders in Bangalore & Chennai among the real estate construction companies.

Website:

They have a website with description of their projects on the banner images, which is very visual and catches the attention.

Key Features:

  1. Enquiry Form
  2. Email Newsletter Subscription is Present
  3. Mobile Responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
72.2K0:01:231.7672.22%

 

UX Audit: The information architecture of this page is very well-planned. Banner information with different projects and their status, makes it a valuable source of information. The website has a very well-built footer with latest news, enquiry form, and contact us.

SEO:

Moz Rank: They have a Moz Rank 35 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 69/100.
  2. For Desktop Site their speed is 85/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 1.5k followers. They do 2 to 3 tweets per week, but engagement is low. Most of the tweets are informative, like the one shown below:

Ozone Group-Twitter

Facebook: They have an active page with around 1 Lac followers. The posts are organic and have decent engagement. They have many images posted for different occasions.

LinkedIn: They have an active LinkedIn business page with around 800 followers. They have posts related to their achievements and activities on their page.

YouTube: They have an active YouTube account, but the subscribers are less. They have almost one video upload every week.

Their Google+ is not active, but the Instagram account is active with similar posts as Facebook.

Content Marketing:

They have a blog which is active, and it is linked to their website. Content is mostly about their projects.

 Real-Estate-Infographic-V2-Ozone-Group

Total Environment

Architect led design company in real estate development, Total Environment creates luxury apartments and villas for sale in India.

Website:

They have a website with very less content. They have put images of all their projects and every image has a small description of the project.

Key Features:

  1. Enquiry Form
  2. Mobile Responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
10.7 K0:04:4211.8622.30%

 

UX Audit: The image slider is very different from the usual websites. It focused on every facility that the residence provides, thereby giving the user an entire perspective of what they’re signing up for.

On the con-side, there is no evident attractive information about their residential projects; the user might lose out on the purpose of the page

SEO:

Moz Rank: They have a Moz Rank 21 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 91/100.
  2. For Desktop Site their speed is 96/100.  

Social Media Presence:

Twitter: They have a Twitter account with only 100 followers. The account is not active, last tweet was in April.

Facebook: They have an active page with around 15k followers. The posts are organic and have good engagement. They have interesting posts like the one shown below:

Total Environment-fb

LinkedIn: They have a LinkedIn business page with around 2k followers. They have very few posts that are about job openings only.

YouTube: They don’t have an YouTube account.

Both their Google+ and Instagram are not active.

Content Marketing:

They do not have a blog.

 Real-Estate-Infographic-V2-Total-Environment

Nitesh Estates

Nitesh Estates is the luxury real estate brand, which has developed state-of-the-art homes, hotels, office buildings and shopping malls in India.

Website:

They have descriptive and visually appealing website, which tells about their projects and promotional activities in detail.

Key Features:

  1. Email Newsletter Subscription is present
  2. Mobile Responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
17K0:04:303.929.11%

 

UX Audit:

  1. Convenient categorization of content along the home page.
  2. Nice clear images of the property, enhances the look of the page.
  3. The content of the page really communicates trust via sections like ‘Ambassador banner’ and ‘Commitment to Excellence’.

SEO:

Moz Rank: They have a Moz Rank 31 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 52/100.
  2. For Desktop Site their speed is 65/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 9k followers. They do 5 to 6 tweets per week, but engagement is low. They have tried engaging in campaigns like the one shown below:

Nitesh Estates-Twitter

Facebook: They have an active page with around 42k followers. The posts are organic and have decent engagement. They have many posts that talk about the facilities they have in their projects like the one shown below:

Nitesh Estates-fb

LinkedIn: They have an active LinkedIn business page with around 3k followers. They have posts related to their projects and the engagement is good on their page.

YouTube: They have an active YouTube account with around 1.2k subscribers. They have almost 2 to 3 video uploads every 2-3 months.

Their Google+ is not active but the Instagram account is active with similar posts as Facebook.

Content Marketing:

They have a blog which is active and it  is on their website. Content is very diverse ranging from general topics of real estate to specific topics like tour of their property.

 Real-Estate-Infographic-V2-Nitesh-estates

Brigade Group

Brigade Group is a  real estate and property developer in Bangalore & the rest of South India since 1986.

Website:

They have very colorful website, which tells about their projects across various cities. Their website is Mobile responsive.

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
99.7K0:01:552.2258.56%

 

UX Audit: Quick Finder turns out to be an excellent feature and well-placed to a user’s visibility. Categorizing their properties based on  Commercial, Retail and Hospitality is very thoughtful. However the second half of the website could have maintained a more prominent and vibrant color theme like the first half of the site.

SEO:

Moz Rank: They have a Moz Rank 40 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 55/100.
  2. For Desktop Site their speed is 69/100.  

Social Media Presence:

Twitter: They have an Twitter account with around 150 followers. The account is not active, and the last tweet was in 2015.

Facebook: They have an active page with around 13k followers. The posts are organic and engagement is low. They have tried interactive posts but still the engagement is low as the one shown below:

Brigade Group-fb

LinkedIn: They have an active LinkedIn business page with around 9k followers. They have posts related to their projects and the engagement is decent on their page.

YouTube: They don’t have YouTube account.

Their Google+ is not active, and they don’t have an Instagram account.

Content Marketing:

They have a blog, which is on their website. It is not active; last post was in December 2015.

 Real-Estate-Infographic-V2-Brigade-Group

DRA Group

3 decades of delivering Quality Homes has made DRA a name synonymous with quality apartment constructions in Bangalore.

Website:

They have a website with good description of their ongoing as well as upcoming projects.

Key Features:

  1. Enquiry Form
  2. Mobile responsiveness

UX Audit: Each of the individual projects has a set of features that can viewed by a simple click, and all changes being reflected in a single space. This is a very simple navigation.

SEO:

Moz Rank: They have a Moz Rank 19 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 39/100.
  2. For Desktop Site their speed is 47/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 300 followers. They do 4 to 5 tweets per week but engagement is low. Most of the recent tweets are about their new project.

Facebook: They have an active page with around 25k followers. The posts are organic and have decent engagement. They have most recent posts only about their new project.

LinkedIn: They have an LinkedIn business page with around 80 followers. They have no posts till now.

YouTube: They don’t have a YouTube account.

Their Google+ is not active and they don’t have Instagram account.

Content Marketing:

They don’t have a blog.

  Real-Estate-Infographic-V2-DRA-Group

Casa Grande

Casa Grande defines designs and develops quality livings spaces and operates in niche residential segments like luxury villas and apartments in Chennai, Bangalore, Coimbatore and Cochin. The company also sells plotted development spaces. Projects in the pipeline are to the tune of around 2500 crores in the luxury apartments and villas category across these 4 geographies.

Website:

They have a website which is visually appealing with big banner images, info-graphics and video testimonials from clients.

Key Features:

  1. Live Chat
  2. Email Newsletter Subscription is present
  3. Mobile responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
76K0:05:293.2143.02%

 

UX Audit: The semi-parallax look adds a luxurious feel to the general theme of Casa Grande. The well laid-out contact information at the top of the page facilitates easy contact. The feature that shows the number of completed, ongoing, and upcoming projects. Clean color theme of the website and well organized layout is a great advantage.

SEO:

Moz Rank: They have a Moz Rank 22 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 69/100.
  2. For Desktop Site their speed is 76/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 2k followers. They do 4 to 5 tweets per week, but engagement is low. Most of the tweets are same as the ones posted on Facebook.

Facebook: They have an active page with around 1.2 Lac followers. The posts both organic as well as sponsored posts have decent engagement. They have some engaging posts like the one shown below:

Casa Grande-fb

LinkedIn: They have an active LinkedIn business page with around 490 followers. They have posts related to their offers but the engagement is very low on their page.

YouTube: They have an active YouTube account but the subscribers are around 200 only. They have almost two video uploads every month.

Their Google+ is active but engagement is low, and they don’t have a Instagram account.

Content Marketing:

They have a blog which is active and it  is linked to their website. They post almost twice per month which is good as compared to their competitors.

 Real-Estate-Infographic-V2-Casa-Grande

Asset Builders

Website:

They have a website with description of their projects and  lot of content related to their mission/ vision. They have videos of testimonials by their clients.

Key Features:

  1. Live Chat
  2. Email Newsletter Subscription is present
  3. Mobile Responsiveness

UX Audit:

  1. A long scroll page with all information laid out in a very appealing manner.
  2. A very different set of visual elements like project details in tabs, featured works in the slider, and various testimonials from client builds trust as a brand from the user perspective.

SEO:

Moz Rank: They have a Moz Rank 24 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 43/100.
  2. For Desktop Site their speed is 54/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 150 followers. They do 4 to 5 tweets per month which is low as compared to competitors. The engagement is low on their posts.

Facebook: They have an active page with around 8k followers. The posts are organic and have decent engagement. They post once a week mostly.

LinkedIn: They have an active LinkedIn business page with around 100 followers. They have posts related to their achievements and activities on their page but the engagement is low.

YouTube: They have an active YouTube account but the subscribers are less. The last video they uploaded was 9 months back.

Their Google+ is active, but they don’t have Instagram account.

Content Marketing:

They have a blog tab on their website but after clicking it is re-directed to their home page only.

  Real-Estate-Infographic-V2-Asset-Property

Mahindra Lifespaces

Mahindra Lifespaces is one of the most reputed real estate property developers and they provide a one stop solution for NRI investment in India.

Website:

They have a website which is very colorful and interactive.

Key Features:

  1. Enquiry Form
  2. Mobile Responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
56.6K0:02:191.7665.56%

 

UX Audit: Using green as a theme is very impressive to an audience in real-estate. The simple and clean design appeals to the user’s experience. Sticky enquire and book now buttons, really serve the purpose of contacting, comfortably.

SEO:

Moz Rank: They have a Moz Rank 41 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 66/100.
  2. For Desktop Site their speed is 79/100.  

Social Media Presence:

Twitter: They have an active Twitter account with around 1k followers. They do 2 to 3 tweets per week but engagement is low.

Facebook: They have an active page with around 1 Lac followers. They have both organic as well as sponsored post and have decent engagement. They have some video posts that are quite interactive.

LinkedIn: They have an active LinkedIn business page with around 22k followers. They have posts related to their projects mostly and the engagement is decent.

YouTube: They have an active YouTube account but the subscribers are less. They have almost 2 to 3 video uploads every month.

Their Google+ is not active and the Instagram account is active but engagement is low.

Content Marketing:

They have a blog which is active and it  is on their website. Content is diverse which ranges from general real estate topics to specific topics like their projects.

Real-Estate-Infographic-V2--Mahindra-Life-Spaces

Godrej Properties

Godrej Properties has been instrumental in the construction of Residential, commercial and township projects across 12 major cities in India & continues to be.

Website:

They have a website with all the information needed but it is very simple in terms of design. They have all the information on the banner images which is very visual.

Key Features:

  1. Enquiry Form
  2. Mobile responsiveness

Website Insights:

Total visitsAvg time on sitePage viewsBounce rate
209.2K0:01:202.0572.01%

 

UX Audit:

  1. A very simple design layout without any cluttering elements, garners user attention.
  2. The information in menus is very well organized, promoting navigational convenience.
  3. Their ‘Book Online’ feature is a well built utility.

SEO:

Moz Rank: They have a Moz Rank 46 for Domain Authority.

Website Speed:

  1. For Mobile Site their speed is 41/100.
  2. For Desktop Site their speed is 57/100.  

Social Media Presence:

Twitter: They have multiple Twitter accounts according to projects.

Facebook: They have multiple Facebook accounts according to projects.

LinkedIn: They have an active LinkedIn business page with around 33k followers. They have posts related to their activities and the engagement is good.

YouTube: They have an active YouTube account with around 550 subscribers. They have almost one video upload every week.

Their Google+ is active and in Instagram account they don’t have any posts.

Content Marketing:

They have a multiple blogs for various summits and projects.

Real-Estate-Infographic-V2-Godrej-Property

 

~Other contributors to this blog post are Allan William, Pournima Balasubramanian, Nandita Raman, Rohit Uttamchandani, Srilakshmi Indrasenan, and Akila Priyadarshini.

How to build a strong email marketing database?

Email Marketing is one of the most actively used marketing channels. But every now then, we get queries that question the effectiveness of email marketing. Many feel its passé while others equate it to spamming. The truth is email marketing has never been more alive than it is today.

The dynamics of emailer marketing is changing fast but basics shall always remain the same – if you share something valuable with your audience, they are likely to engage with your content. Purchasing a database does not work anymore. Brands need to develop their own database of interested customers or potential customers who are more likely to engage with your email. Emails to your curated database is a personal, dependable and a direct way of reaching out to your audience.

‘Out of all of the channels I tested as a marketer, email continually outperforms most of them’

– Neil Patel (Co-founder, KISSmetrics)

email marketing

In this article, we have listed down useful ways in which you can develop your own email marketing database.

1. Newsletter Sign-Up

Make your email sign-up form visible on relevant pages on your website, more importantly the Blog page. Use either an embedded form or a Call-to-Action for people to click through to a dedicated sign-up page. Make sure that it’s in a prominent spot above the fold. The info about the possibility to sign up for the newsletter can be also placed in a pop-up window.

newsletter 1

 

 2. Make the email sign-up easy

If you have a sign-up form on your site, make sure it’s easy to fill.  Make it straightforward and resist the temptation to collect lots of demographic & lifestyle information at this stage. It will get in the way of collecting those email addresses. Always remember Short and Sweet is the King!

3. Create great content for your subscribers

Good email content deepens the connection with your audience – it could be a powerful subject line (which get your messages opened); your unique voice (which gets your messages read); or niche-specific content your subscribers would find useful and shares with others (which inspires referrals and word-of-mouth). What works is “value exchange” — your valuable information for your prospect’s valued time. Your subscribers need to know they can trust you and that you’re not a self-promoting spam-bot.

4. Multiple Call-To-Actions: Give readers a good reason to subscribe

We all need a little incentive to hand over our email address, but we don’t need too much if we feel an affinity with the brand. Try these…

– Offer a discount off their first purchase

– Explain what they’ll get: special offers, private sales, hints and tips, magazine articles…

– Show them what they’ll get (see our recent articles, news, reader offers etc)

 

offer forms sign-up

 

5. Placement of the sign-up form

You’ve built the perfect form. Now where to place it? Will more people see it on the ‘Contact’ page or ‘About us’ page? Should you keep the newsletter signup on your homepage? Or put it in the sidebar too? Decisions, decisions! Here are some top places to try placing an email signup form (or two or three) on your site:

  • Top menu bar
  • Header of your site
  • In your top performing page
  • Sidebar
  • At the end of a Blog or Tutorial
  • Footer of the content
  • Popup/popover
  • Your bio/About Me page

6. Improve your website speed & user experience

Like a lot of other issues when it comes to websites and e-commerce, speed matters because Google says that it matters. On 09 April 2010, Google’s Webmaster Central Blog announced that, “We’ve decided to take site speed into account in our search rankings.” In other words, faster web pages will rank higher on search engine results pages (SERP) than slower sites.

7. A Gated Homepage

A gated homepage is when a person has to enter their email address on the homepage in order to gain entry to a website’s content. One a person does so, a cookie is kept on their browser so that they don’t have to fill in their email address again to get access. But it is not always appropriate to Gate your homepage. You should have a lot of in-depth content which people are dying to read for them to give their email address. The right time is important too! To find the right moment, you want ‘yes’ answers to questions like:

  • Will the lead benefit from having a direct conversation about this?
  • Have you earned the right to contact this lead about your products?
  • Does A/B testing show a stronger conversion rate requesting lead info now?
  • Does the content on your site address product implementation?
  • Does the content answer a question we usually get while engaging prospects?
  • Does the content answer a question we get often from current customers?

8. An exceptional Landing page

Your landing pages should focus on one main detail and that’s converting visitors into subscribers. Whether you’re asking for contact details in exchange for a discount, a free webinar or something else that the subscribers would like to have, you are bound to get more to sign up. The Design of the Landing Page has to be exceptional too. Your subscribers are only as great as the landing page that get them.

 

casa e book

 

9. Add Social Sharing Buttons

If you don’t have social sharing buttons there’s a likelihood that your content won’t get shared. Someone might want to share the content with a friend but by the time they open up a new window and sign in to their social network, they will get distracted and forget about it completely. Don’t take the risk. Add share buttons so that blog visitors will stay on your site longer. Support your present subscribers to share and forward your content by including an “Email to a Friend” button. That way, you’ll access a fresh network of new people who sign up for your emails. Do not forget to incorporate a “Subscribe” button as well in the footer.

social sharing

 

10. Correct usage of words – A/B Testing helps

“Subscribe” is up there with “Register” as an Internet no-no! Remove the words “subscription” and “subscribe”. The term implies a commitment and worse, money. Do away with any “Submit” or “Sign up”! Use first-person language instead – Try out phrases like “Sign me up” or “Send me updates.” Tell people exactly what they are getting by subscribing. Hint: It’s not a weekly email.

11. Lead Generation Ads on Facebook and Twitter

Online networking and social media marketing are useful tools to improve your online leads from which you can derive the email addresses of your potential subscribers. Build relationships with your target market via some of the popular social media networks such as Facebook, Twitter, and Google Plus.

 

fb lead gen

 

12. Facebook Offers to the Rescue

You can host a Facebook contest or giveaway either on an application tab or on your Facebook timeline. However, if you’re hosting the promotion on your Facebook timeline, it’s next to impossible to collect emails. Hosting your promotion from a Facebook Offers App is the best approach since your target audience will have to fill in their email address to redeem the offer.

13. Create Engaging Social Content

A combination of audio and video marketing using rich media can greatly improve the number of subscribers you get. Studies have shown that people like and share content that is mostly Emotional or Funny. You can share the content on your social media pages and drive fans to your website.

Do not miss the opportunity to showcase your website / content links at the right place – for example, your video on YouTube can have your website link in the description. You can also create Cards to drive more traffic. The Subscription part then depends on the last mile conversion on your website.

14. Try and leverage the following Power Tools

 

 a. List Builder by SumoMe

List Builder by SumoMe is for those individuals who want to seriously build their email list at a fast pace. The List Builder uses an email popup form to invite new visitors to join your email list, thus helping you get more subscribers. List Builder contains many features that help make it to the top of our list of email building tools. It’s A/B testing, no branding policy, fantastic templates, display controls, conversion tracking and multiple-popups will easily help you take your email list to the next level.

influencer.in

 

b. Welcome Gate Plugin

Welcome Gate is another great tool for building a list but this one works a bit differently. Why? That’s because it directs every new visitor to a well-designed landing page without showing a popup. Visitors are only redirected to the Welcome Gate page when they go to your home page. So if someone comes straight to a blog post through social media or any other source link, it would not be shown. A cookie keeps a track of this so the visitor will only see the Welcome Gate page once in their lifetime. After quite a lot of testing we came realized this plugin is more effective and powerful than other similar plugins.

c. ManyContacts

ManyContacts is an easy to setup pop-up bar that sits on top of your website and helps to convert visitors into qualified subscribers. It was designed to help owners of all kinds of websites to increase their conversion rate through the collection and qualification of contacts. It also has a platform where you can easily export emails with details of each of your subscriber (email, device used, location, etc.), which you can add to your email archives.

d. OptinMonster

OptinMonster utilizes opt-in forms as a part of an endeavor to transform your visitors into subscribers. The plugin gives out of the box integration with a popular email marketing service which makes the setup exceptionally easy. The business page of the plugin brags a 1 minute setup time and we can definitely acknowledge that. But you will need to spend more on customization and creation of forms based on your site design and goals.

 

optinmonster

 

e. UnPop

A WordPress plugin that pops up in a place on your blog that grabs the attention of your readers without blocking their view of your content. Your visitors can open and close the pop-up whenever they want. It works well with any WordPress theme and is integrated with all of the popular email services: Mailchimp, Aweber, GetResponse, Office Autopilot and Infusionsoft.

f. Zopim Chat

There are probably thousands of visitors that come to your site every year and that never contact you. Increase the chances of gaining a new lead by using live chat to automatically reach out to your potential customers that visit your site. The best part about Zopim is that you don’t have to lounge around on the PC throughout the day. By utilizing a programmed trigger, Zopim can naturally send every guest a message following 10 seconds of being on the site saying something like “Hey – do you have any inquiries I can help with?” In the event that they react, they will also be asked for their name and email address which is a win-win situation.

 

gehna

 

g. WooBox

Numerous people have Facebook pages where they engage with fans by posting offers, running contests or uploading photographs. But this can be a pretty can be tedious task for an individual. That is the place an online networking promoting plugin like Woobox can offer assistance and help you take care of all this engagement seamlessly with its page tags. For marketers there is a twofold advantage here. Not just are you enhancing your online networking presence, but you are getting the email address of all those who redeem an offer or take part in a contest.

 

Digital Marketing Experts around the world have reiterated the effectiveness of emailer marketing. So you should not miss an opportunity to effectively connect with your audience. Get going!

Social Beat at the Real Estate Digital Marketing Conference

Real-Estate-Digital-Marketing-Conference-Bangalore

Social Beat’s Rohit Uttamchandani, Head of Digital Advertising & Real Estate was one of the speakers at the Real Estate Digital Marketing Conference in Bangalore on the 22nd March 2016, where he spoke on how real estate companies can leverage content marketing effectively for branding and lead generation. The conference was attended by key decision makers from some of Bangalore’s leading real estate companies and included talks on social media marketing, measuring digital campaign ROI, driving sales through personal branding,  Internet of Things (IoT) and Virtual Reality.

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Rohit’s talk focussed on how content marketing, done right, can be a powerful tool to help real estate companies build their brand reputation online as well as generate leads in the long-term. To be successful in real estate content marketing in 2016 and beyond, one has to create content that is not only unique but also ten times better than the best content on that topic, anywhere on the internet. “10x Content” has become the new buzzword amongst advanced content marketers and the session talked about the ideation, creation and amplification of content for real estate with a clear focus on delivering business results. You can view the presentation from the talk below:

 

Advanced Facebook Advertising Techniques to implement in 2015

With Facebook deploying constant tweaks to its news feed algorithm, the reach of organic Facebook Page posts have dramatically dropped over the last 6-8 months and is going to drop further in 2015, as per Facebook’s announcement on the News Feed.

What this means is that Business Pages will need to constantly innovate to provide interesting and engaging content to their users in order to reach their News Feed. That being said, advertising and boosting posts is going to be a more significant aspect of every brand that wants to leverage FB. To aid in battling this scenario, we have compiled a list of lessons learnt that includes certain targeting techniques which can help you make the most of your ad campaigns, reaching more number of potential audiences with relevant messaging.

Building Custom Audience

  • If you haven’t tried Custom Audience feature of Facebook yet, then 2015 is the year to leverage yet.
  • Your company can create a Custom Audience by uploading your email addresses, phone numbers or Facebook user IDs. This could be a list of your existing customers or prospects you met through your other promotional activities.
  • By uploading this database on FB, your Facebook Page can have unique campaigns targeted towards these audiences. Let’s assume you are running an ecommerce site and you have 1000 users who bought t-shirts from you in the last 3 months. By uploading this database onto FB you can feature your new T-Shirt launches to this audience.
  • The use cases for Custom Audiences are endless and it also comes handy in filtering down large audiences with a specific set of interests.
  • Even if your database is small, Facebook allows you to expand it by creating a “Look-alike audience” which creates an audience similar to that of your uploaded database – they take into account demographic data and interests.

Custom-Audience-Facebook-Advertising-India

Using a Landing Page to run Website Conversion Ads

  • If you’re going to run an ad campaign on Facebook, make sure that the traffic is driven to a dedicated landing page where your visitors can be converted into potential leads/customers. In our experience over the last one year, running page like ads and boosted posts can have limited impact on the end result of your business (i.e. conversions or leads or online orders). Website Conversion Ads or Website Click Ads on Facebook can be far more effective medium to leverage the large and relevant audience that Facebook has in India.
  • A landing page is critical to deriving results because the landing page has a single focus and is able to convert a higher percentage of visitors into leads or customers. Please do keep in mind that the Landing Page should ideally be an expansion of what the ad/promotion tries to showcase. Below is a snapshot of a landing page & ad for Saint-Gobain Glass.

SG Interiors Landing Page

SG WC Ad

Behaviour

  • The behaviour section of Facebook Ad targeting is an often underutilized feature, but actually one of the most powerful targeting mediums.
  • Using this section, your page can target FB users who have certain mobile/internet behaviour. For example, users who use 2G internet connection vis a vis 3G or 4G internet connection. Or users who run small businesses or manage a FB page of their own. Or users who are regular travellers or regular photo uploaders. Or users who use specific mobile devices (iPhone 6, Nexus 5, Note 3 etc.) or Feature Phones vs. Smartphones.
  • Another interesting targeting medium under behaviour is called “Online Spenders”. This has proven to be very effective for e-commerce companies. Facebook through its Website Conversion ads knows which users are spending online. This has immensely helped in making the targeting niche for online shopping sites that we have advertised for.
  • They also have an Expat Category if businesses are interested in targeting NRIs outside India or targeting Expats who reside in India.

Demographics

  • Apart from the regular targeting of Age, Gender & Location, there are interesting targeting filters under Life Events. They have categories like Friends of users who have recently engaged or recently moved homes – these categories can be interesting for a company into gifting. Another category is “Anniversary within 30 days” so it can be interesting for restaurants, hotels, travel companies and gifting companies who can target users whose anniversary is coming up. Another interesting category is called “Parents” where Pages can target expectant mothers as well as parents who have children of specific age groups – this can be very effective for a business like a kids store, play school, entertainment centre etc. Many such categories exist so check them out to see if its fits your business needs.

 Life-Events-Targetting-Facebook-Advertising

  • Job Role/Company – It can be useful for a B2B company to form a strong inbound marketing strategy by targeting users in a specific industry or job position.
  • Demographics, in general, will help you increase your ad’s performance and reduce the effective cost per click and cost per action, narrowing your audience to a greater extent.

More Demographics

Interests

  • Helps target those audiences who have expressed interest in subject matters or brands that are connected with the ads. This helps the brand/business tap the most responsive set of population who might be interested in the product.
  • For example, a business which is selling musical instruments, it can target users who have interest in Guitars, Keyboards, Yamaha & Casio. These interests span not just broad topics but even specific brands (i.e. Yamaha & Casio in the above example). This can also be used to target users of competitor brands or websites.

Creative / Images used in the Facebook Ad / Post

  • The right images & text used connects with the audiences and creates an appeal for the product being advertised.
  • While creating an ad, one must ensure that the text used must contain a brief (preferably 3-4 words) description of the product/service being advertised in the form of popular adjectives. This description along with a clear call to action can help in getting a higher click through rate.
  • Mentioning the price is also important since it gives the audience an idea of whether they can afford the product or not.
  • Images that are used for the creative should not be cluttered with too much text or design. The neater and confusion-free they are, the better the ads work. Facebook of course has the 20% text rule so Facebook ads cannot have more than 20% text.

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