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
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories