Real Estate Digital Media Marketing Strategy by Ittisa Digital Media Agency

1. REAL ESTATE
INDUSTRY
DIGITAL MEDIA STRATEGY

2. Industry Overview
WHERE DOES
THE MONEY GO?
Homes
Art
Misc.
Sports
Collectables
Jewellery 22%
15%
8%
5%
22%
29%
One of the fastest growing markets
in the world.
The residential segment saw an
increase of 43% during the first
quarter of 2014
The market size of the real estate
sector in India is projected to reach
USD 180 billion by 2020
Demand for office space in the top
8 metros was up by 58%

3. Industry Overview
Flats
Individual
Houses
Independent
Floors
Row
houses
Villas
1Croreto6Crore
With the HNI segment growing
steadily in India, increase in NRI
investments in property here, and
change in the demographics of the
country, the luxury housing
market is poised for greater
growth in the next 5 years
Demand for office space will
continue to be high in the 8 key
metros

4. Industry Overview
Ahmedabad Pune Bengaluru NCR Kolkata Mumbai Hyderabad Chennai
315
270245
105
775
400
165
230
Demand Analysis 2013-17 (‘000 Units)
for the Top 8 Cities in the Country
*taken from www.ibef.org

5. Age of Buyers (in years)
18 to 25 years
25 to 34 years
35 to 44 years
45 to 54 years
55 to 64 years
65 or Older
13%
13%
55%
32%
22%
16%
Young buyers between
the age of 18 and 25 are the
largest buying segment.

6. What Influences Decision Making on the Web?
Info about the property
Photos
VirtualVideo
Contact Information
Neighbourhood Info
Interactive Maps
Testimonials
Builders track record
0 50 100 150 200
Very Useful Somewhat useful

7. More Facts
Courtesy: The Hindu
http://www.thehindu.com/todays-paper/tp-features/tp-propertyplus/time-for-a-second-property/article5971900.ece
30% of the Flats sold in Bangalore annually are purchased by people who do not
live in the city. They are either NRIs or live in Mumbai, Delhi, Chennai,
Chandigarh, Coimbatore, Kolkata or other cities of Uttar Pradesh, Bihar, Odisha
and Maharashtra.
Demand for office and metrical sales in the city saw a rise while
residential sales remained slow.
Most professionals purchase their first property between the ages
of 28 and 30, the option for a second property is exercised between
the ages of 38 and 50.
3- 4% of the buyers of flats are repeat customers.

8. What Real Estate Consumers Expect
95%
45%
45%
56%
Consumers did online research before
they bought their last home
Consumers expect a response from their
agent within 30 minutes
Enquiries on real estate websites never
receive a response
Consumers expect an initial response
from an online enquiry within 15

9. Social Media for Real Estate

10. 9/10
Real Estate Searches
Begin Online
Social Media for Real Estate

11. Why Does Social Media Fail ?
Root Cause Analysis
Poorly run
Digital Media
Campaigns
Ignoring
Customer’s
Online
Experience
Little
emphasis on
Relevance and
more emphasis on
Generating
Traffic
Failure to
establish
Relationships
Lack of
Accountability
& Support

12. Competitive Landscape

13. Top Players

14. Overview
Activity Patterns
Popularity and Reach
Impact on their Sphere of
Influence
Engagement level on
Social Media
Presence on Social
Networks
Sentiments associated
with Conversations
Publicly available information on the Web is captured and analysed to create a
comprehensive report about a brands Social Media presence and online activities.
The intent is to help a company better understand the performance of and
reaction towards the brand on Digital Media and turn social media into strategic
insights to help them develop operational intelligence and situational awareness.
The brands’ online behaviour is mapped and classified based on:

15. ❖ ‘Social Media Quotient’ measures
a brands’ performance on social
channels. It is calculated on the
analysis of ‘Presence &
Performance’ of various social
media assets; it takes into account-
connections/ followers/ public
posts, engagement level, influence,
technology adoption etc.
❖ The following channels have been
covered under SMQ Analysis
Social Media Quotient (SMQ)

16. Competitor
Channel Analysis

17. Twitter
Kolte Patil Hiranandani Purvankara Mantri Prestige
17.9
28
11
0
20.6
Facebook
Kolte Patil Hiranandani Purvankara Mantri Prestige
15.1
19.2
13.5
16.4
23.6
Relative Performance
Mantri Developers tops the list here
with 1589 followers and 2385 tweets.
Kolte Patil is following Mantri with
389 followers and 1272 tweets.
Kolte Patil tops the list with 31,000
fans, 350 likes and 44 shares on the last
7 posts. Mantri follows with 19,000
fans and 1365 likes on the last 7 posts.

18. Best Practices
Kolte Patil has a great Facebook page with emphasis on engagement driven
posts. Mantri posts regular updates about properties on Facebook and tweets
relevant content almost 4 times in a day

19. Website
Kolte Patil Hiranandani Purvankara Mantri Prestige
3030
1010
30
Blogs
Kolte Patil Hiranandani Purvankara Mantri Prestige
0
2020
25
35
A website is the most important online
asset of all. It should reflect the brand
personality and the core business of
the company. Kolte Patil, Mantri and
Prestige all have good websites.
Blogs are the most interactive part of
any website. Companies use blogs to
establish Thought Leadership. Blogs
are now also being used for CSR
activities. Kolte Patil posts 2-3 times a
month, followed by Hiranandani.
Relative Performance

20. Best Practices
Prestige Group has a fantastic website that is animated and is fully integrated
with all other social media channels. Kolte Patil and Mantri also have good
websites. Kolte Patil also concentrates on generating informational blogs
providing relevant content to buyers.

21. Relative Performance
YouTube
Kolte Patil Hiranandani Purvankara Mantri Prestige
20.5
11.5
16.7
15.1
19.4
LinkedIn
Kolte Patil Hiranandani Purvankara Mantri Prestige
26
27.928.7
17.1
27
Companies are becoming more and more
creative as they realise that videos are the
most powerful way to connect with the
audience. YouTube is the second largest
search engine in the world but the number of
subscribers and upload views are still very
less for most players.
Groups on LinkedIn help in discovering
like-minded professionals and participating
in fruitful discussions. Purvankara tops the
list with 2747 followers and 594 employees
on the site. It is closely followed by Mantri
with 498 employees on the site.

22. Kolte Patil Hiranandani Purvankara Mantri Developers Prestige Group
25.67
12.71
16.3
24.16
19.86
SMQ
SMQ
is
affected
by
a
company’s
social
media
prac6ces,
engagement
level,
content,
popularity
and
reach
against
industry’s
benchmark.
Social
Media
plays
a
pivotal
role
in
‘Real
Estate’
&
‘Brand
Building’
Kolte
Pa6l
leads
the
way
in
SMQ
with
25.67
but
it
could
have
fared
even
beKer
with
its
presence
on
Pinterest
and
higher
number
of
views
on
YouTube.
Hiranandani
lags
because
of
its
lack
of
presence
on
an
important
channel
like
TwiKer
and
an
un-­‐integrated
website.

23. Way Forward

24. Follow a Crawl, Walk, Run Approach
CRAWL WALK RUN FLY
Aggregation & Branding Community Building Thought Leadership Technology
Online Listening & Monitoring
Establish Online Credibility and Trust through a stepped approach
• Content optimization
• Organized content hubs
• Creatives’ revamp
• Snackable content
• More engagement
• Track & Monitor real
time conversations
• External seeding
• Go mobile: Style in
your pocket – An
App
• Dedicated website :
Responsiveness &
playability are must
haves
Month 1-2 Month 3 Month 4 Month 5-6
• Blogs
• Presentation
• Inforgraphics
• Digital PR
• Community outreach
• Identify promotional
avenues
We will Follow The Crawl, Walk, Run Methodology for Social Media

25. Demonstrate Thought Leadership
Resident
Testimonials
Great Specs TestimonialsFacilities
Good
Neighbourhood

26. Social Media Implementation Plan
Intelligence Content Venue
Promotional
Platforms
KPIs
Your Brands
Your Competition
Industry Trends
Listen for
Listen in
Twitter, Facebook, Blogs,
News, Forums,
Suggestion Sites
Market Research,
Public Relations,
Customer Service,
Branding
Digital Marketing,
Public Relations
Digital Marketing :
Community Building
which can be leveraged
for several functions
Social Enterprise Metrics
: CEO – CFO – CMO ‘s
Office
Size of the community
Level of Engagement
Number of App downloads
Number of queries resolved
Content Curated

27. SEO & SEM

28. Search Engine Optimisation
Keyword Research
On Page SEO Off Page SEO
Create Blog PostsCreate Presentations Create Videos
Create content using researched keywords for websites like slideshare,
YouTube etc. These sites have highest page ranks and thus help your
website show up on the 1st page of search engines

29. Search Engine Marketing
Meet your customers when they
are actively looking for your
products on a search engine.
Advertising via the search engine
is cost effective.
Statistics can be gathered from
web logs to determine the efficacy
of an ad campaign.

30. About Ittisa

31. Who Are We?
• Founded in June of 2014, we are the first ever only girls Digital Media Agency.
• The name Ittisa in Sanskrit means 'The Ruler' and we aim to rule the creative world
with our highly creative and passionate team..
• At Ittisa, we are a unique captivating mix of innovative ideas, diligence and the right
sprinkle of creativity!
• We love the work we do here because one - we adore the Digital world and two - we
know that our ideas & strategy make a difference.
• Our objective is simple - To make our clients create a mark in the Digital space with
crisp strategy, excellent designs & great content.
• Super glad to announce that we have recently partnered with LeanIn.org and look
forward to changing the trajectory of women workers and create a better world for
everyone.

32. What Do We Do?

33. BRAND BUILDING
&
SOCIAL MEDIA
MARKETING
SEARCH ENGINE
OPTIMISATION
SEM
BIG DATA ANALYTICS
ORM
SOCIAL CRM
UI & UX
Design & Development of
Website and Mobile Apps
What We Can Do For YOU!

34. Happy Clients

35. Thank You
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