Measuring ROI of Digital Marketing – Panel at the Digital Summit

When we conducted our Indian Industry Digital Marketing Survey we found that many brands were facing challenges in measuring the return that their digital marketing and social media marketing efforts were giving. Hence, we included an eclectic panel discussion on “Measuring ROI of Digital Marketing” at our Digital Leadership Summit.

We had four panelists moderated by Suneil from Social Beat: Mr. Vijay Anand – Sulekha.com, Mr. Arasu Shankar – Eshakti.com, Ms. Lavanya Hariharan – Zapluk and Mr. Shriram Sanjeevi – Oyethere.com.

Return-Investment-Panel-Social-Beat-Digital-Leadership-Summit-2016-Chennai

Summary of the Panel Discussion

    • Channels that provide higher ROI will depend on product and customer segment
    • Google & Facebook continue to dominate as primary digital channels for most businesses
    • For products/services wherein search volume is lower – then social would be a better channel to start with
    • Facebook, Instagram & Pinterest allow for better product showcase and for visual products these would be interesting channels
    • Building the brand and social trust is important for long term ROI and can be achieved through a mix of social media channels
    • Influencer marketing is a very strong channel for ROI and also gets higher trust from consumers
    • Instagram, Snapchat, Emailers are other ways to build ROI depending on the business.
    • Life Time Value (LTV) is an important metric as marketing spend cannot be attributed to just the first transaction
    • Tools like Google Analytics & Improvely can help in measuring ROI

Perspective on ROI from the Panelists

Suneil started off by asking the audience as to how many of them believed you could get ROI from digital marketing; it was a pleasant surprise to see that over 60% of the audience believed it could. We as a digital agency couldn’t agree more. The panel started with a discussion on what each of them feels about the results from digital marketing. We also have had a Digital Chai Pe Charcha on ROI of Digital Marketing, and you can read it here.

  • Lavanya from Zapluk highlighted that they got a lot of organic growth once they started using the digital medium and in fact got 80% increase in customer base in just a month. As she rightly pointed out, it was a combination of brand building and lead generation activities.
  • Vijay from Sulekha.com candidly shared that they were one of the highest spenders in the city on Google and that digital is critical to their survival. He shared that Sulekha gets around 250 million visitors via organic search and another 20-30 million via paid search in a year, and it’s their strongest channel for new user acquisition.
  • Shriram from OyeThere.com said they use a 360-degree approach with a mix of digital and offline marketing based on his two decades of retail experience. He rightly pointed out that it’s a myth that digital gives immediate returns. Startups need to focus on building a brand, building the consumer trust and scaling up the service – then results come over time.

Which digital channels are scaleable and to what extent?

The entire panel did agree that the choice of the channel varies with the services/products and the consumer segment. It’s also very important to be smart as you scale adverting, as Arasu pointed out. It’s essential to be clear on what is the message you want to give about your brand.

Vijay continued to be a strong propagator of Google Organic and Google Adwords and said it’s the most scalable as SEO efforts now start showing results in a few days, for existing/older sites. Since they focus on services with low engagement from end consumers they, tend to focus less on social media channels. They did spend 15 crores on their TVC campaign earlier this year it only gives 5000 incremental visitors a day which is minuscule for them as they get about 6-7 lakh visitors a day. Vijay added that for brand building to show results, you need to be at it all the time.

On the other hand, Lavanya, Arasu & Shriram all spoke on how social media and in specific Facebook Marketing has worked extremely well for their businesses to get scaleable results. Lavanya highlighted that for a service wherein the consumer still doesn’t know it exists, the search volume on Google is extremely low hence Facebook & Twitter were the driving growth as they were able to achieve leads along with building the brand and engagement around it.

Arasu & Lavanya also touched upon the importance of building the trust factor with consumers regarding answering their questions and doubts and also in terms of showcasing the products/service in a more holistic way. As Arasu rightly pointed out that Facebook allows for better product showcase via the carousel ads, videos, etc. Even brand awareness and the brand story is better executed via channels like Facebook and Instagram. Talking about the social trust that’s built out, Arasu added that they now see existing customers answering queries raised by potential clients and that it’s a game changer for them.

Shriram added that the approach they take depends on the message, the channel also changes. For example, when they ran a huge campaign around Kabali by selling t-shirts, giving away movie tickets and more; Facebook worked very well for that as it’s a mass channel.

Influencer Marketing & Platforms other than Google & Facebook

We couldn’t agree more with Arasu when he said that “Channel will depend on product and customer segment.” For example, if you are looking to target millennials then Snapchat would be an ideal platform. If your product or service is visual and you are targeting a sub 40-year-old audience, then Instagram would be an excellent channel but there is indeed a demographic difference across channels. eShakti also focusses a lot on Pinterest as it’s relevant to many a fashion brand.

Emailer Marketing still works if it’s with your own audience. Vijay of Sulekha spoke about how emailer marketing is an important channel and delivers results when done smartly with smart targeting, in spite of Gmail pushing a lot of emails to the Promotions tab. Of course, once a user is acquired it’s up to the brand to retain them and emailers is a great way to do that.

Influencer Marketing was another channel that works very well and eShakti uses it extensively. Arasu shared that they work with 1000s of bloggers and they have built their network over a period. They calculate the ROI of influencers via direct referral traffic as well as transactions driven by the unique referral code given to each influencer. He also gave an interesting insight that there is higher trust from a consumer that comes via an influencer, so the 5-10% off that they give is covered up there.

There was an interesting question from the audience – Dr. Manoj from Dr. Smilez Group of Dental Centers asked about how they got very low engagement low on social as customers were not very keen on sharing their dental experiences. Lavanya shared her similar experiences as not a lot of women would like to share they got a beauty service or a wax treatment as it’s a personal service. The way Zapluk approaches it is  to given them an offer or incentive but in the long run, content marketing is the key. Shriram added saying that ROI cannot always be attributed to direct sales – brand building and marketing is also to be measured

Importance of Life Time Value (LTV) of the Customer in calculating ROI

Everyone on the panel agreed that the return on marketing spend is not immediate; hence Life Time Value is an important metric to help scale up business and understand whether it’s moving towards profitability.

The LTV depends on different businesses, and we got varied perspective from the panel. Arasu spoke about phenomenal ROI wherein it just takes them 1.2 transactions to recover marketing cost as they have high-value transactions and very high repeat purchase. For Zapluk and Pamperazi it was three transactions to get the back marketing cost. Whereas for a brand like Sulekha, the end consumer was not paying anything, so it’s difficult to ascertain LTV.

Arasu mentioned that they look at the time taken to recover the marketing cost of acquiring the customer and for them, it’s usually the first 1-2 months whereas it is 3-4 months for Zapluk. Key metrics remain around customer acquisition, retention and finally on how to make them spend more and more often. It of courses varies by cohort, seasonality’s (for example, summer is a strong season for eshakti), types of customers, depends on the marketing channel and the marketing campaign that you run.

Shriram again had a very different perspective and said that “The word LTV is over done. Companies that boasted of High LTvs have shut down in the last couple of months because LTV was more of a myth.” He gave an example of Chennai’s leading retail chain Viveks wherein in many cases three generations have been shopping there and apparently they are also grappling with LTV. He also questioned how come Flipkart only had 32% growth in spite of the perceivable high LTV.

Tools to Calculate ROI

One of the participants had a very relevant question – Sejal from Zoho asked what are the tools use for calculating ROI. In most cases, Google Analytics along with data from Google Adwords, FB Ads, Instagram Analytics and other social media analytics tools would suffice. Suneil added that Improvely could be a great tool to understand muti-touch attribution as consumers often interact with the brand multiple times before the sale is closed. This tool allows you to see the history of the person and how they interacted with your brand. Read more about Improvely and other similar analytics tools here.

Suneil also added that there is sometimes a time lag between generating a lead to sale and ROI can be improved if you can figure out how to leverage that time frame to communicate about the brand and the offerings.

Vijay spoke about Google Analytics Premium (GAP) which is more relevant for larger organisations as its costs around USD 90,000 a year. He talked about Google Analytics data being heavily sampled; wherein GAP has unsampled data which can also be downloaded. GAP has only around 15 clients in India but Vijay recommends it’s to e-commerce and digital businesses as repeat customers are harder to track in free analytics tools and attribution is not always clear.

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.

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:

 

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]

Marketing for Real Estate Companies: Time to shift from print to digital media?

15-SM310318

In this age of new media marketing, digital marketing has proved to be a game-changer. While any proponent of an effective marketing mix model would suggest a healthy mix of conventional as well as unconventional modes, digital media certainly leads by a margin when you bring the ROI perspective into play for real estate industry. The advent of digital media has paved way for a marketing approach that now wants to track penny-to-penny spend on each marketing effort and the returns derived from it.

Digital marketing is predominantly being used by every firm out there and is proving to be an extremely successful means of spreading awareness and creating a brand value. The same is true for the real estate businesses.

The challenge is stiff competition in the real estate industry

The biggest challenge for the real estate companies is that in this highly competitive space,the brands are looking forward to boosting their digital presence and generating leads. In order to enable the real estate companies to establish a digital identity and leverage upon it, they need foolproof innovative digital marketing strategies with lead generation at the center-stage.

Website should be user-friendly & mobile responsive

There are a couple of things to be kept in mind while designing a website and implementing digital marketing strategies for real estate companies. First and foremost, it is the website that needs attention. The purpose of the website could vary from capturing leads to brand-building. A website must be user-friendly and must ensure “call-to-action”. Great content always helps in increasing visibility on the digital media.

Creative usage of social media to build brand & generate leads

On social media platforms like Facebook, Twitter, Pinterest, Google plus, what matters is how creative your contents or posts are. The frequency is not an issue as long as your posts are able to garner enough audience engagement. Real estate companies need to project their unique strengths in the most creative manner possible on the digital space. A lot of online tools and applications are available nowadays that help in automated updates on the social media sites.

SEO to rank higher in search results

Social media follows SEO (Search engine optimization). Earlier, the pre-conceived notion was that just having a website is enough. But actually just having a website takes us nowhere. Search engine optimization and search engine marketing plays a key role in the integrated approach towards getting traffic on the website and generating leads. SEO results give an imperative method of ranking on the digital space and the higher the company is ranked, the better chances of gaining leads from their websites.

Print media v/s Digital media: Digital gives a better ROI

Traditionally, the real estate companies invest highly in print ads, but the returns they get on their investments, is comparatively lower when compared to the Google ads. Our research in the space throws up a couple of interesting facts. The research results clearly show that on investing the same amount of money in digital marketing and the print media, the real estate companies are able to realize results which are at approximately 2.5 times better.The detailed statistics are as shown below in the table:

digital marketing for real estate *ROI comparison for Print v/s Digital media

A 1/4thpage advertisement in a newspaper costs about Rs. 7 lakhs, which is bound to target one million or more audience. However, the conversion rate is surprisingly low. One print ad worth Rs. 7 lakhs results in about 400 website visits, out of which about 130 leads are generated. In the end, the company gets only 3 to 4 buyers for the properties at an average. In comparison, Google ads, with the similar investment of Rs. 7 lakhs results in about 400 leads which convert into more than 10 buyers.

The way forward for real estate companies: It’s never too late

Most of the real estate companies currently, do not have a commendable social media presence but it’s never too late. There is immense potential in the digital media to leverage for the real estate companies. The efficiency & optimization control should be at the forefront of any decision by an organization. And when that decision has the potential to catapult the number of leads by 250%, then there is no reason why the real estate companies should not go digital.

If you have a feedback or a comment, feel free to reply to this blog post.

Infographic: Digital Marketing by Real Estate StartUps

Digital Marketing Perspective on Indian Real Estate StartUps

 

As per the Indian Brand Equity Foundation report on the Indian Real Estate industry, Real Estate is India’s second largest employment generation sector after agriculture and contributes about 6.3 per cent to India’s gross domestic product (GDP). Foreign direct investment (FDI) in Indian Real Estate is expected to touch US$ 25 billion in the next 10 years from its current US$ 4 billion while the sector’s projected annual revenues is expected to be US$ 180 billion by 2020. This enormous growth potential seems to have lured a good number of startups to the industry.

Web Design and User Experience Perspective:

Most of the startups in the space seem to have invested a lot of time and attention in Web Design and User Experience to differentiate themselves from the bigger and more established players.

Housing.com, for instance, has an excellent interface with the property-search button in the centre. The interface is map-based and all property-search results turn out as places on a map. It also has a Shortlist button enabling the user to shortlist options and come back to them later to take a final call. While they have scored well with their interface, what sets them back is the fact they have yet to garner a large number of listings, leaving the user with very few options to choose from.

PropTiger differentiates itself by providing a portfolio tracking tool which enables the end user to know the status of their property investment in terms of pricing, construction progress, project and locality updates, price trends and market talk, which is intended to help them decide the right time to sell their property.

HomeShikari, a TTK services company started in 2011 and currently operating only for properties in Bangalore, is trying to crack the real estate problem by shunning the brokerage model and embracing complete transparency. HomeShikari too allows the user to search for properties via a map-based interface and has worked on a neat ad-free website with a good user Experience.

RealtyCompass claims to be a consumer centric property portal focused on providing the consumer with the information of every new project in the city. Started in July this year and based out of Chennai with a presence in 4 cities in South India, they are looking to expand rapidly to 10 cities pan-India.

Metroplots, also started out of Chennai in 2009, has witnessed good success in 3 major markets of Chennai, Bangalore and NCR where it currently operates and is on an ambitious expansion spree to 20 more cities. They have a strong online interface which offers investors an array of options to choose from while looking for deals and have also created a proprietary SAAS tool called Sales Desk to enable builders & agents grow their business.

Social Media Strategy Perspective:

All startups in the space have been actively using social media platforms to build their brands and engage and acquire customers in an attempt to revamp the industry.

Facebook seems to be the favorite tool with all startups to interact with their customers and promote their services. Housing.co.in, now Housing.com has over 236,000 likes, Commonfloor over 115,000 while HomeShikari, RealtyCompass and PropTiger have about 25,000, 22,600 and 10,000 each.

Amongst the other platforms, Twitter seems to be used more than the rest with Commonfloor being the most active of this pack with over 6500 Tweets and 3500 followers. Metroplots with over 3000 tweets and Proptiger with over 2800 seem to be catching up.

The use of Google+ and LinkedIn as social media platforms is just beginning to catch up while YouTube as a marketing platform has not been used much by either of these startups, with PropTiger being the lone exception. PropTiger has begun uploading videos of the projects listed with them on YouTube and currently has over 40 videos.

With big players such as Magicbricks and 99acres already established in the space, these startups are taking their Web Design, User Experience and social marketing strategy seriously and working on capturing a big chunk of this growing market.

Are you taking your Web Design, User Experience and Social marketing strategy seriously? Call us for a discussion.