The document discusses how real estate marketing can leverage digital technologies. It notes that 90% of home buyers now do online research and consumers expect quick responses to online inquiries. While digital spending is increasing, many real estate campaigns are ineffective due to fragmented platforms and lack of accountability. The document outlines how real estate marketers can improve the customer experience at each stage of the home buying process through responsive websites, video, chatbots, and quick response times. It also discusses emerging trends like smart homes and how real estate will increasingly rely on data-driven personalized experiences and integration of physical and digital spaces.

1. How Technology can Take Real
Estate Marketing to the Next Level?
Ajay Chhabra
VP – Online Marketing & Strategic Initiatives
Cyber Futuristics (India) Pvt. Ltd.

2. Traditional Vs. Modern Marketing Desk
Source: https://www.facebook.com/DigitalMarketingStrategyPranuKumar
Some of you would have already transformed your Real Estate desk with
the power of Digital Marketing and Social Media

3. ARoadmap
tothe
Futureof
Marketing
Source: Dollars, Bits and Atoms: A roadmap to the future of marketing, Rob Salkowitz, Mediaplant
Data + Context + Pervasive Computing = Mass Personalization at Scale,
Digital/Physical Blend and Marketing becomes Experience Management

4. Source: eMarketer data as quoted in http://boomtownroi.com/blog/post/why-digital-marketing-fails-for-the-real-estate-industry
RealEstate
Digital
Marketing
Spends

5. • Poorly Run Digital Marketing Campaigns
• Fragmented Technology Platforms & Providers
• Lack of accountability and Support
• Prior Experience with leads aggregators is not
good with respect to ROI
Reasons
• Real estate industry tend to focus on
generating traffic and acquiring as many leads
as possible with little emphasis on relevance.
• A very few are bothered about Customer
Online Experience
Root Cause Analysis
90%
90% of consumers did online
research before they bought
their last home
What Real Estate Consumers Expect?
45%
45% of consumers expect an
initial response from an online
inquiry within 15 minutes
56%
56% of consumers expect a
response from their agent within
30 minutes
89%
89% of consumers said
response time was very
important when choosing their
agent
45%
45% of inquiries on real
estate websites never
receive a response
Source: http://boomtownroi.com/blog/post/why-digital-marketing-fails-for-the-real-estate-industry
Billions of dollars are being wasted on digital marketing products and
services in the Real Estate Industry, world over
Why Does Digital Marketing Fail for Real Estate Industry?

6. Real Estate Digital Marketing Spends in The United Kingdom
In UK, the forecast for the next 3 years clearly shows an accelerated
divergence between print & digital with digital set to grow by 50%.
Source: http://www.nbr.co.nz/article/real-estate-industrys-move-digital-marketing-speeds

7. Real Estate Digital Marketing Spends in India
Due to slowdown property developers are cutting the traditional
marketing & investing into newer technologies
http://timesofindia.indiatimes.com/business/india-business/Realty-turns-to-digital-marketing-to-cut-costs/articleshow/21744523.cms
Assocham Interacted with about 2,000 real estate
marketers, property developers and builders in
India during May-July, 2013 and found that they
spend about Rs 2,500 crore annually on publicity
across different media and digital marketing
accounts for about 25 per cent with a share of
about Rs 625 crore, the survey said.

8. Ten Trends driving the future of Real Estate Marketing
Having seen the prevailing trends one needs to stop, think &
re-evaluate the real estate marketing strategy
Source: Game Plan : How Real Estate Professionals Can thrive in Uncertain Future, Ian Morris & Steve Murray
1. A Slow Recovery in Housing Sales and Prices
2. Changing Consumer Demographics
3. Pressure on Commission Levels
4. The Continued Advance of New Business
Models and Industry Segmentation
5. The Growing Importance of Lead
Generation
6. The Use of Integrated Technology Platforms
7. The Evolution of How Consumers will Select
Real Estate Professionals
8. The Importance of Leadership
9. The Emergence of Real Estate Teams
10. A Stiffening Regulatory Environment

9. Consumer and Market trends in Real Estate – Google
Real Estate companies need to connect with customers Real-Time at the right moment
as would enable them to be more professional & proactive
1. 90% of home buyers searched online during their home buying
process
2. Real estate related searches on Google.com have grown 253% over
the past 4 years
3. Buyers use specific online tools during different phases of the home
search process
4. How important “local” search terms and websites are for buyers
5. How mobile technology connects online to offline home buying—
including the reading of online reviews
6. How video and YouTube satisfy buyers’ research needs
7. The role of age and gender in driving real estate decisions both on
and offline
8. Top states where online searches around first- time homebuyer
tips, senior housing, and foreclosures are happening
9. 36% of new home shoppers utilize a mobile device while they are
watching TV Source: Google.com

10. Consumer Insights and Role of Digital Marketing

11. 90%
90% of consumers did
online research before
they bought their last
home
Enhance Customer experience with the help of responsive multiple
device experience
Consumer Insights and Role of Digital Marketing
Digital first, mobile first and
mobile through out the sales
cycle would be a reality. So
be mobile ready.
Having responsive website
designs and search engine
friendly content for web,
smartphones and tablets
would be the need of the
hour.
For an improved audience
engagement, high quality
customer utilities, white
papers, videos, content
marketing & though
leadership material would
be a hit.

12. The potential of real-time
open online chat is currently
under-utilized.
Multiple Call to action
including even property
detailing e-Videos, and
anonymous online site tours
would be in demand.
In-house online demand
generation center with focus
on nurturing young talent
into real estate consultants,
via campus placements
Online Chat and Consultation has to be in place for connecting with the customer
at the right moment in time so that high impact sales pipeline is developed
Consumer Insights and Role of Digital Marketing
45%
45% of consumers
expect an initial
response from an
online inquiry within
15 minutes

13. Mobile Call extension
integration in all Search
marketing campaigns and
multiple Toll-Free numbers
to test channel / creative
effectiveness.
Video call integrated
websites and video
integrated marketing
automation systems would
be in demand.
Real time marketing would
enable success. So based on
pre-defined triggers on
various actions on website /
mobile applications, desired
communication would be
pushed.
Skype/Video calling based integrated video Chat would enable greater
success and delight customers
Consumer Insights and Role of Digital Marketing
56%
56% of consumers
expect a response
from their agent within
30 minutes

14. e-Learning based soft skills
training to the front-line
sales, brokers and agents, so
that brand message delivery
is consistent.
Telephonic conversation
recording and tracking based
marketing automation
system would be in demand.
Customers expect privacy, good behavior and appreciate consultative
sales. They avoid if the sales person is pushy or tries to oversell.
Consumer Insights and Role of Digital Marketing
89%
89% of consumers said
response time was very
important when choosing
their agent
CRM Systems would enable
customer history and
background check via social
media before calling.

15. Real estate industry needs to
invest in a centralized leads
nurturing and marketing
automation system.
All leads forms to be
synched to sales force
automation systems and
monitor analytics goals
conversions regularly.
Define and publish services
turnaround time and
response time on your
website with hours of
operations.
The idea is to ensure transparency & accountability so that the digital
marketing spends are justified and deliver a better ROI.
Consumer Insights and Role of Digital Marketing
45%
45% of inquiries on real
estate websites never
receive a response

16. Digital Marketing and Mapping the Customer
Purchase Cycle

17. Model Flats 3-D view, e-
detailing multimedia
brochures, video enabled
PDFs, Virtual walk-throughs
& map based Search would
be must for all.
IP based CCTVs linked from
websites and mobile apps to
save travel cost and time for
actual site visits.
Property portals would
develop into real estate
auction sites with time
bound deals. Luxury Real
estate online portals would
come into existence.
The idea is to delight customers even at this early stage so that his/her
experience is good & privacy is maintained
Pre Purchase and Enquiry Stage
Enquiry
Stage

18. Partnerships and timely e-
communication of banking
partners, financial advice,
home insurance, Interior
designers, painting tips,
white goods, stylish
bathroom & paintings etc.
Lowest possible rate of
interest guarantee offers,
special discounts for key
corporates, flexibility to
changing Interest plans, ROI
Calculators on the site / in
the apps would help.
Agent commission rates
would be a big decision
making factor after location
and rates, which would
come down however
revenues to builders would
come from other services.
The builder’s role would evolve and he would be able to measure customer
life time value and not just a one time transaction
During Purchase and Negotiations
During
Purcahse

19. Secure mobile apps for timely
reminders of due payments,
construction updates, account
statements, reminders, letters
and project completion etc.
would be common.
IP CCTV based site
construction updates via
smartphone apps & websites
post secure login. Capture
Online Customer feedback
and Video testimonials and
promote on social media.
Turning customers into
brand advocate with the
help of referral / CRM
programs and to help them
generate extra income
would be an extra edge to
your marketing program.
A satisfied customer would spread a positive Word of mouth, which is the
best form of marketing till date. And it works wonders for the real estate!!!
Consumer Insights and Role of Digital Marketing
Post
Purcahse

20. Other Technological Advances in the Real Estate
Industry in Future

21. Smart homes with the internet
connected gadget, white goods,
surveillance, greener homes with
lowest energy consumption
would require even a home to
have Semiconductor Chip for
inter-connectivity of devices &
data
A home would need to have a
dedicated IP and would be
generating tons of digital data
which would be required to be
stored in a Cloud Server. One
connection for electricity, phone,
water, Gas & internet
3-D holography seen inside
the home walls and digital
projection would allow you
to change the paint & design
of walls every day.
Traditional paint companies
would have to innovate.
Future is nearby. Go ahead and touch the same. With digital marketing
impossible is nothing and value addition to Real Estate industry is very high.
Smart Homes and Beyond – How Digital would help
In Future a Smart
Wearable device would
become the key to the
home and would control
all functions including
locking & Lighting.
The
Future

22. Concluding Thoughts & CEO’s Action plan for Monday
Let’s welcome a happy future of the Real Estate Industry with the help
of results oriented digital marketing
1. Don’t be myopic only about leads generation, try and map the entire customer
journey and enhance their experience. Customer is betting on you his entire life’s
earnings and faces the pressure of home loan EMIs for rest of his active life. So we as
community has moral responsibility for their well being and not just about project’s
profit.
2. Stop, Think & Re-evaluate the Real Estate marketing strategy as future is uncertain yet
demanding, customer demographics are changing & technology is changing every day.
3. Evaluate & Hire a domain expertise based digital agency and treat them with
professionalism as they are here for your good.
4. Hire young and talented digital marketing persons in your marketing team and let
them work closely with GM – Marketing & Communications.
5. Give them freedom and marketing Budgets for innovation yet make them accountable
for results, as even a mere 2% of your project cost would be very big for the Digital
marketer
6. Motivate and Bring in senior digital marketing professionals to work for real estate
industry CEOs as consultants for bringing in thought leadership, strategic initiatives,
and ability to map the future.

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26. Lastly, my understanding of real estate marketing via digital!
“The elitism of real estate business lies in its
engineering sophistication and the art of selling a
concept which is yet to take the shape of a physical
infrastructure. Further, the relationship between
customers and real estate marketers is based on trust
demonstrated, which paves ways for global presence. I
believe India has a lot of potential to leverage the
opportunity to set footprints for the world to follow, using
enterprising mindset, unparalled skillset and digital
marketing.”
Ajay Chhabra
Skype ID: CallOnAjay
Mobile: 0091-8130940808
Ajay.Chhabra@CYFuture.com