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 developments in residential and commercial spaces by 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 Visits Avg. Time on Site Page Views Bounce Rate
148.60K 00:01:30 2.17 75.20%

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 to 23 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. All the posts are organic and the engagement is really good. They have very interesting posts, like customer testimonials and event invites.

LinkedIn: They are very active on LinkedIn and they have around  47000 followers. There is a good number of engaging posts. However, they post the same content in all the channels. Below is a recent post about demonetisation having a good response.

Lodha Post

Youtube: They have 720+ subscribers with not so engaging videos, yet they are active.

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 develop 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 has the layout with features like an overview, highlights, and contact with enquiry provision. Their page is mobile friendly.

Key Features:

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

Web Insights:

Total Visits Avg. Time on Site Page Views Bounce Rate
206.40K 00:02:08 1.89 77.91%

 

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 decent responses and views.

Godrej Post

LinkedIn: They are active in LinkedIn with around 36000 followers. Compared to other social channels they are very much active in LinkedIn. Below is a post about demonetisation which had good engagements.

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 are not active in Instagram having 400+ followers.

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 big real estate companies that provide low-cost housing with modern amenities.

Website

UX Audit:

They have allocations to provide a quick filter for the audience based on the city to 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 Visits Avg. Time on Site Page Views Bounce Rate
70.50K 00:01:12 2.51 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 in all the 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 great number of likes and responses.

Tata value homes post

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

Youtube: They are not active recently. Their last uploaded video was 4 months back.

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

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

Content Marketing: They have only three articles in their blog for 2016, which is pretty less.

 

Tata value homes infographic

Mahindra Lifespaces

Mahindra Lifespaces is the first Green Homes Developer with Green Design & Healthy Living as their main focus in all the projects pan-India.

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 Visits Avg. Time on Site Page Views Bounce Rate
43.50K 00:01:34 1.65 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 very active on twitter with engaging tweets and also, they have promoted few tweets. Below is a public awareness tweet.

Mahindra lifespaces post

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

LinkedIn:  They have an active LinkedIn page, which has around 26000 followers. They are posting engaging contents on regular basis, but they use the same contents on all the social platforms.

Youtube: They have only 160+ subscribers. They upload two to three videos per month, which are having decent views.

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 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. 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 Visits Avg. Time on Site Page Views Bounce Rate
259.10K 00:01:23 2.10 74.75%

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 their new projects to the general industry based news. Despite these, engagement is low on tweets.

Facebook: They have an active page 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 and the response for their post is good.

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 Visits Avg. Time on Site Page Views Bounce Rate
15.70K 00:05:08 5.1 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 Visits Avg. Time on Site Page Views Bounce Rate
11.40K 00:02:35 2.85 32.53%

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 Visits Avg. Time on Site Page Views Bounce Rate
16.10K 00:02:11 6.08 55.04%

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 Visits Avg. Time on Site Page Views Bounce Rate
2.40K 00:01:45 1.6 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 Visits Avg. Time on Site Page Views Bounce Rate
148.60K 00:01:30 2.17 75.20%

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 visits Avg time on site Page views Bounce rate
46.2K 0:02:57 3.8 49.58%

 

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 visits Avg time on site Page views Bounce rate
147.7K 0:02:56 2.89 54%

 

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 visits Avg time on site Page views Bounce rate
144K 0:01:47 2.72 65.56%

 

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 visits Avg time on site Page views Bounce rate
226.8K 0:03:10 3.3 59.85%

 

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 visits Avg time on site Page views Bounce rate
20.5K 0:04:48 3 46.54%

 

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 visits Avg time on site Page views Bounce rate
91.4K 0:01:44 2.2 67.51%

 

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 visits Avg time on site Page views Bounce rate
72.2K 0:01:23 1.76 72.22%

 

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 visits Avg time on site Page views Bounce rate
10.7 K 0:04:42 11.86 22.30%

 

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 visits Avg time on site Page views Bounce rate
17K 0:04:30 3.9 29.11%

 

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 visits Avg time on site Page views Bounce rate
99.7K 0:01:55 2.22 58.56%

 

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 visits Avg time on site Page views Bounce rate
76K 0:05:29 3.21 43.02%

 

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 visits Avg time on site Page views Bounce rate
56.6K 0:02:19 1.76 65.56%

 

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 visits Avg time on site Page views Bounce rate
209.2K 0:01:20 2.05 72.01%

 

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.

Rohit-Uttamchandani-Real-Estate-Digital-Marketing-Conference

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.

Capture Ad

Real Estate a big hit at GOSF – Social Beat featured on the NDTV Property Show

Indians seem to have become increasingly comfortable making high-value purchases such as apartments and plots of land online – if the stats of the recently concluded Great Online Shopping Festival are anything to go by. The GOSF turned out to be a big hit amongst real estate developers, as can be seen in this story on the NDTV Property Show which has Social Beat’s Rohit Uttamchandani featured in it:

Real Estate at GOSF 2014:
Here are some of the key stats from the shopping festival which indicate that real estate seems to be well on its way to becoming a mainstream ecommerce commodity:

  • 36 real estate companies including Tata Value Homes, Brigade Group, Purvankara Developers, Artha Property and Provident Housing were part of the event. This is as compared to just two developers being part of the previous edition in 2013 and none in the festival’s maiden edition in 2012.
  • Real-estate company Brigade Group recorded its first sale at 1am, an hour after the GOSF was opened.
  • Real estate developer Puravankara sold over 125 homes within the first 12 hours of the shopping event and had 507 online bookings over the 3- day period.
  • Tata Value Homes secured over 10,000 registrations for their homes across five projects in Bangalore, Chennai, Pune, Ahmedabad and Boisar near Mumbai.

Stats Source: The Times of India

Market real estate online to increase leads

Marketing real estate online is known to have shown a phenomenal increase in the number of leads(by~ 300%*) that property sellers have opportunities to convert as current buyers or as potential buyers for future projects. Since, buyers want a more personal buying experience on high monetary value purchases, B2B businesses or even businesses selling higher value products achieve greater impact on branding and lead generation from marketing than directly on sales.  This is true to real estate selling, where all the marketing is directed towards generating leads, than on direct conversion

Real Estate Digital Marketingi The following are a few reasons why going digital has had a greater impact for real estate sellers

Lifestyle patterns of Key Demographic segments: Property buyers are now relying more on online, than on newspapers and other mediums to gather any information that can help make their purchase decision.  This a definitely a true phenomenon when it comes to the metro cities where the target buyers are all hooked on to their smart phones, laptops and tablets. It’s more the “Pull marketing” than the push that seems to be working for this new generation of home buyers.

Cost Effective: Most of the push marketing strategies such as “full- page” advertisements in newspapers, previews in TV and advertising in movie halls cost a lot of advertising rupees. Although they do capture some mindshare and help in brand awareness, they completely fail in executing an immediate “call-to-action”.  Also, there are no clear measurable outcomes of the advertising money spent, to keep the ROI to the optimum. Online marketing strategies on the other hand,  are more cost effective-  they are both targeted and measurable. Both social media outreach and online paid adds reach the right category of target audience- age group, tastes, geography etc. with a dual intent of creating brand awareness and driving prospective buyers to make inquiries

Branding Online is Personal:  Reaching out to the target buyers and building an emotional connect on a one to one basis, especially when it involves high value purchases such as homes is imperative. social media serves as a potent channel where the prospective buyers can be educated about the brand, as well as guided through the process of purchasing a home. The emotional connect develops by having a mix of both formal and informal conversations with buyers, thereby creating a brand image that understands the sentiments of its buyers, rather than just hard selling the property

Burgeoning Third Party Platforms in Real Estate Domain: There are various third party platforms today that cater to helping the property buyers and sellers to make prudent purchase decisions by facilitating comparisons or serving as one-stop shop for educating the buyers and sellers about the various trends, pricing and newer developments in the domain. To name a few of them- Magic bricks, 99 acres, India Property, housing.com, etc.  Integrating existing robust digital presence (website & landing pages), including an active social media presence with third party platforms, is making conversions much faster and easier.

Measurable conversions:  Digital marketing allows to measure the value derived from each peny spent on the advertisements and on digital assets such as websites and landing pages. The key / basic three measures are

  • Registrations/ inquires on Websites and Landing pages
  • Traffic on Website
  • Path of Traffic

An uplift in the first two measures is indicative of the success of the digital campaign and the last measure “Path of traffic” allows to understand where the targets are arriving coming from. This measure allows modifying and enhancing marketing plans to achieve maximum ROI

* Results from Digital Marketing Activities of Social Beat Client

Rohit featured on NDTV – talks about digital marketing in the real estate sector

Rohit Uttamchandani, Head – Digital Marketing (Real Estate), has been featured on NDTV where he talks about the digital marketing in the real estate sector. The talk, as part of the NDTV Prime show, can be viewed here:

Some of the key takeaways of the talk are:

1.       A large chunk of home-buying research is being done online prior to making visits to project sites. This has prompted real estate companies to go digital and use it as an effective lead generation tool.

2.       The Cost-Per-Lead from digital media is much lower as compared to print media, with a good number of these leads converting to sales as well. This results in a much better ROI from digital as compared to print.

3.       Digital media is also being used by real estate companies for branding and customer engagement in addition to lead generation.

4.       These companies are adopting newer technologies like employing drones for construction site  surveillance as well as providing online payment options to enhance buyer experience.

5.       The final purchase decision is still being made offline in most cases after ascertaining the factors such as social infrastructure etc. This trend is bound to change with technological advances and increased trust and confidence in the system.

Digital Marketing for Real Estate Companies – Key Takeaways from ET conf.

In a recent report by Assocham, it was reported that Real estate firms throughout India spend about Rs 2,500 crore annually on publicity across different media and digital marketing apparently accounts for about 25 per cent with a share of about Rs 625 crore. In our experience, this percentage is much lower and is in single digit percentages. That being said, it is on the rise. For instance, Tata Housing expects online home sales to make up for 30% of total revenue over the next 3-5 years.

I recently spoke at ET conference on Digital Marketing for Real Estate Companies and below are they key takeaways from the day long conference that was held in Delhi.

Vikas-Chawla-ET-Real-Estate-Digital-Marketing-Conf-Delhi-2014

The Indian home buyer has changed over the year’s – younger, tech savvy but still carry out extensive research

Jogy Thomas, the CEO of real estate firm ATS Greens was on the panel with me and he had interesting insights on how the consumer has changed over the years. 25 years back when they started, the average buyer’s age was over 50. Of course, the financial markets and availability of loans was not easy then and hence the buyers needed a lifetime of savings to buy a house. Fast forwarding to today, the fastest growing segment of buyers is between the age of 30 to 45 and some even in their mid twenty’s. Easy availability of loans and with the ability to pay over a course of 15 or 20 years has driven consumption.

One thing that has still not changed is the fact that home buying is a family decision and not an individual’s impulse decision. Most buyers carry out a lot of research and consult family and friends before taking the big decision of buying a house. This means, it’s a very social process and real estate companies need to take into the mind of the lifetime value of their previous customers and how their social circle can be impacted by the experience they had.

Digital is being used by more than 50% of home buyers

Guneet Singh, Head of Consumer Marketing for Google India pointed out a recent study by Google and Zinnov which showed that more than half of home buyers are influenced by their online research, so it’s not a segment that can be ignored. Another interesting insight from Jogy from ATS Greens was about their affordable housing projects which range between 7 to 12 lakhs. He pointed that more than 50% of the buyers for this project interact with them over email. So, the question real estate companies need to ask themselves is which medium – digital, OOH, TV or print gives them better ROI .

Manish Vij from SVG Group who was also on the panel with me has had experience in ecommerce and media selling. He pointed that the biggest benefit of going digital is the ability to target the right audience and measure the impact. So, depending on the project, one can identify the right digital channels and target the right demographics to get results. So if it’s a premium project maybe Linkedin and display ads across business news sites (Money control, Economic Times) might be more relevant.

ROI can be in the form of lead generation or brand building

Since real estate companies have always spent on mass media, they have never had a ROI approach to their marketing. On the other hand, digital marketing is driven by ROI. As Sachin Kapur, CMO of Groupon pointed out during another panel discussion, culturally Indians have a trust deficiency compared to the West. This means, that ROI cannot be just about lead generation. While digital can give 2.5x to 3x better ROI (read our previous blog post on this), brand building needs to be an important goal for the digital marketing efforts.

Companies need to build a community on social media to create the trust. For example, project updates to showcase that the timelines are being met can be a great way to build trust with existing customers. A 360 degree walk through of the project on the other hand can be a good way to build trust in prospective customers. While consumers research online, they do see reviews of previous customers and this is when online reputation management becomes important. Another insight from the Google & Zinnov study was that many consumers pointed at the lack of accurate, in depth and updated information on the developers and aggregators. Companies need to use their website and social media to communicate the right information on a regular basis to tackle this.

Analytics can make or break the sales funnel

While digital is more measurable than any other medium, it is important for real estate companies to use the analytics for key actionables. For example, using sales and marketing automation systems, the real estate companies can identify what the top leads that the Pre Sales team can follow up with. Analytics tracked over a few weeks (or months) can throw up data on which source of digital marketing is working better for which projects. This can be then be used to take decisions on marketing spends for future projects. In the absence of analytics and data points, it’s difficult to optimise campaigns. Real time tracking now helps in taking quick decisions which can impact the sales funnel.

Messaging needs to vary depending on purpose of home buying

While there are no readily available stats, but home buyers in India can be split into buyers who want to move into the house after buying and buyers who are using in an investment. The kind of messaging and digital channels required for these two would be very different. While a home buyer might need a more emotional messaging of buying a dream house, an investor mindset requires messaging which showcases that it makes business sense to buy the house.

If you are interested in knowing more about how digital marketing and social media marketing can help your real estate business, please contact us.

Economic Times Real Estate Conference & Social Beat

The Economic Times – Real Estate & Digital Conference in New Delhi, is still a month away (27th June), but the interest has started building among the digital agencies, real estate companies and marketing professionals. And why not, considering how digital media has revolutionised marketing for real estate developers. It is true that real estate is something which you purchase after physical verification, but the first step in the purchase funnel starts with a Google search or a click on a social media ad. In fact, the next step of narrowing down on choices is made online. Digital Marketing has a very important role to play in terms of lead generation. Actually, the ROI for digital media is better when compared to print media for real estate marketing. It has opened up huge opportunities in terms of an efficient leads-oriented ROI-based marketing but the path is not easy in this highly competitive industry. Several challenges lie ahead as the real estate industry goes through a paradigm shift in their marketing strategies.

With this as the backdrop, the Real Estate & Digital Conference – Future Perspective – New Delhi, will be a real eye-opener for everyone associated with the industry. When you want to discuss the digital media and real estate, you don’t get a better mix of industry experts than Marketing Gurus, Digital Marketers to Developers. The speakers’ list comprises the likes of Shailesh Rao (VP-Twitter), Brotin Banerjee (MD, Tata Housing) and Vikas Chawla (Co-founder at Social Beat).

Some of the key program highlights of the conference are:

  • Re-inventing digital marketing strategies to bring the buyer back
  • Content – the game changer
  • Benefits of leveraging social media content in the real estate industry
  • Why buyers are going digital: Crowd-source feedback and buy intelligently
  • Digital in real-estate: future perspective 2013-14
  • Real estate digitally yours: best practices and success stories

Apart from the above discussed highlights, you would not want to miss out on the informative discussions around the real estate industry best practices for digital marketing, Real Estate case studies and in-depth panel discussions. If you are in New Delhi for the Digital Marketing for Real Estate India Conference, we would be glad to meet you. Please drop us an email at [email protected]