Real estate industry optimising digital presence as nation gradually unlocks!
Harvinder Sikka, MD, Sikka Group, on how developers can build a strong digital system
The COVID 19 induced lockdown was successful in bringing a digital wave throughout the realty ecosystem. Digitization of everything started as a practice for brand building and retention in the homebuyer’s mind, but it has been transformed into a revenue generation model to combat the slow phase of business as we gradually Unlock now. The realty market was in a process of gradually gaining the momentum after battling through over-regulation of GST and liquidity crunch; this is when Corona entered and disrupted the entire value chain.
To build a strong digital presence, developers need to understand the difference between creating engaging content and bulky promotional content. This is where appropriate utilization of digital tools comes in. Digital marketing is not just limited to an active social media presence, with beautiful website showcasing your projects. The process is holistic and requires the developer to understand the user demographic present on these varied platforms.
In the entire revamping process, here are some of the aspects to focus for a revival which can help the developers optimize their digital presence for the present as well as future gains-
1. Content can make you or break you!
There are multiple channels for building a strong presence like Facebook, Instagram, Linkedin, Twitter and the list goes on. The developer must understand the psychology of user using these platforms, the average time spent on each post, how are they likely to engage. Realtors need to know the right platform to showcase their projects pictorially, and whether there is a need to push limited or detailed content about the facilities they offer. Hyperlinks work smoothly for such platforms where there is a limitation of content or user is less likely to engage in detailed reading texts.
2. Keep the process simple and lucrative!
Even though people have lots of time in their hands, but a developer must also cater to the fact that holding user’s interest for too long has never been the part and parcel of digital marketing. While sharing promotional, engaging content or starting a live campaign the process must be simple, informative and lucrative. If your campaign demands some kind of efforts from the user, make sure to make it interesting and unique, something which can be easily executed within the comfort of their homes. Key is to incite the relevant user’s interest into knowing more about the developer and the projects.
3. Threads on industry stories are important
The Government has been announcing packages and reforms since past few days, it is very important that the economic curve is taken care of. Real estate being a major job provider due to the allied industries has an important role in making the dialogue. The important stakeholders like investors and homebuyers would be more than interested to know your plan of action amid this dull phase.
4. Videos will always receive better responses.
The captivating graphics with balanced information is likely to get more shares and likes. Resultantly, it will be increasing the chances of the potential customers visiting your site for procuring detailed information about the projects. At all points of time, ensure that the user is attended to, this can be achieved through a chat bot and an effective CRM system in place. Personal conversation is always way better than an automated one, make sure somebody from the CRM team reaches out to genuinely interested buyers in reasonable time gap. Retention of human mind is low, the competitors are also in a hustle to gather the customer’s attention, make sure the impression your brand creates leaves an indelible imprint on their minds.
5. Involve the existing customers
Now as the country prepares to function in Unlock 1.0, it is the developer’s duty to inform about the way forward and the safety measures taken by their team for effective completion of their projects, through their social media channels. This will be a value addition to the developer’s credibility and foster an understanding of trust and care.