Real estate marketing cos allocate 30% spends on digital marketing

KOLKATA: Over the last few years, advancement of technology has been swift and comprehensive. The digital world, which has changed the way people search and research for property, has led to real estate marketing companies earmarking around 30 per cent of the budget on digital marketing as compared to around five per cent some five years ago.

Additionally, print advertising, which was the only way to sell property, saw companies striving for billboards and signages until a few years ago. However, now the focus is more on social media marketing as well as cross-promotion on different websites.

“A company without an online presence is a rare and dying breed and social media is changing the way businesses are communicating with their customers. The print and hoarding spent, which was around 80-85 per cent, has come down to less than 50 per cent in last five years as people in the age group of 30 years-40 years can be targeted easily through digital marketing and advertisements,” said NK Realtors managing director Pawan Agarwal, who is a real estate marketing consultant in West Bengal.

“The digital space, which could attract around five per cent of the marketing budget has been increased to 30 per cent in last five years,” informs Agarwal. 

Cross promotion on different websites has also gained traction over the last few years. "Till some years ago, if our product was not in the newspaper, we did not get noticed. Marketing today has become a highly digitised experience, especially when compared with what was happening even five - six years ago," said Pioneer Properties CMD Jitendra Khaitan.

Smartphones and tablets will continue to impact on the way property is marketed and also the information available at a buyers’ fingertips, said a city-based real estate marketing executive.

The analyst, referring to a recent advert featured, implying that house hunting has become that easy with a mouse, said house hunting with a mouse is the next hot thing after matrimony and job sites and it is poised to take over the print media in the coming years. 

“House hunting on digital platform had already happened in the US and it was bound to happen here. Most builders predict a bright future for online property deals and thus, have their own websites for the purpose even," he said.

"Buying a home is not a piece of cake for most of us. Sparing time from our busy schedules to visit the various properties and then making the final decision makes it real tough. So digital or online scrutiny of the project helps a help," Agarwal added.

Latest Reads
Amazon says out with the old in Great Indian Sale ads

MUMBAI: E-commerce giant Amazon has launched its new campaign ‘Ab Sehan Kyun Karna’ in tandem with its first Great Indian Sale for 2018. The message to the customers is to do away with the old and usher in the new for the new year. The campaign features a series of ads on various situations in...

MAM Marketing MAM
WATConsult celebrates 11 yrs with unique board game

MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched PlayAgency, an innovative board-game, as part of its 11th anniversary celebration. To break the monotony of regular anniversary campaigns, the agency came up with something unique which caters to all...

MAM Marketing Brands
Dentsu Webchutney launches digital campaigns for Vespa Red and Aprilia

Dentsu Webchutney has created a digital campaign for Piaggio India’s trendsetting Vespa Red that was launched the month of October last year. It is an extension of its existing global collaboration with Red, an organisation that partners with global brands to create awareness and support the fight...

MAM Marketing MAM
Perfetti Van Melle hands over media duties to Wavemaker

Perfetti Van Melle India has handed over its media duties account to GroupM’s content and technology agency Wavemaker.

MAM Marketing MAM
The rising trend of coopetition among brands

MUMBAI: Who would have thought that companies would overcome their ego and actually collaborate with other brands to come up with joint advertisements? That is the new trend in the market-coopetition (a combination of cooperative and competition).

MAM Media and Advertising Ad Campaigns
Udacity launches campaign for #JobsofTomorrow

MUMBAI: Silicon Valley-based learning platform Udacity has launched its first Indian campaign in order to promote its superlative Nanodegree programs and enable Indian engineers and tech enthusiasts to become ready for the #JobsofTomorrow.

MAM Marketing MAM
US Polo launches campaign for kids category

MUMBAI: US Polo Assn has launched its new TVC that aims to highlight one of its true elements — camaraderie. Camaraderie is typically displayed between players, but the brand shows a special bond between a boy and his polo pony. The TVC opens with a young boy, who is thrilled to be introduced to...

MAM Marketing MAM
CEAT gets children to ensure parents follow road safety

MUMBAI: Indian tyre manufacturer CEAT is airing a special social media campaign to build awareness to reduce road accidents as part of the road safety week 2018, i.e., 11-17 January 2018. The campaign, ‘drive safe dad’ originates from an innovative idea that blends emotions and technology in one...

MAM Marketing MAM
India ad spend to grow by 12.5% in 2018: DAN report

The advertising spend in India is expected to grow by 12.5 per cent in 2018 from 9.6 per cent last year, according to Dentsu Aegis Network's latest ad spend report.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories