There was a time when the property was considered to be something affordable by the richest of the richest only. Building a home or buying a property was always a tedious task as it required the buyers to fill numerous documents. Documentation processes were tiring and endless. Hence, the whole process of buying a property was considered to be a big deal. That is why a couple of decades ago properties were considered a luxury investment. Not only the endless flow of documents but the process of finding a broker who strikes them a good deal for the desired property was a task.
Now, the trend has been changing drastically. A large portion of homebuyers research online and find it convenient to check and shortlist apartments virtually before physically going to see it. The data suggests that almost 90% of the home buyers search online to find their home. 80% of the real estate investors trust online agents as a reliable source of information, and 42% of them believe the internet as their first medium.
In recent times there are about 400 million active users on the internet, in India alone. By 2021, 635.8 million Indians will be online. These advancements offer both a unique opportunity and a challenge for the real estate developer. The real estate developers need to make full use of the growing digital audience to engage with the next million internet users in India.
How is that possible?
The Indian population is more across almost every major digital platform. Facebook for example is the most popular social media platform with around 245 million Indian users who are mostly accessing the platform through their phones and tabloids. These numbers show that the online space is nothing less than a goldmine for developers to engage with their audience in the most impactful way. By efficiently utilizing social media tools, property developers can understand their consumers better and create targeted campaigns.
What leads to this growth?
Internet usage in India has been growing over the years with a rage. There was a tipping point where the number of users almost exploded in India. The main two reasons for this are the availability of smartphones at cheaper rates, the launch of Reliance Jio. Jio started its exciting services in September 2016 offering its users free data. Even once the offer ended the data plans for Jio remained much lower in comparison to other networks operating in India.
The sudden rise of access to the internet among a large population led to our country having the highest amount of data consumption in the world. Out of the 150 crores, GB consumed by Indians 100 crore GB was consumed through the Jio network alone, which is a notable fact. The most exciting part is, growth of internet usage in the country currently stands at only 30 percent. It means that the number of Indians online is going to grow further. It would offer a huge advantage for real estate developers to dive into digital marketing.
How to engage Indian customers into real estate through digital marketing
With India’s internet audience growing by the minute, the ball is in the property developer’s court to tap into this huge market and use it as leverage in digital marketing for real estate. Consumer engagement needs the developers to re-set their priorities from solely revenue-generation to creating value for their consumers. In our country, property developers can do this not just in one way.
Understand the audiences you are dealing with
To create content that homeowners will find valuable, real estate developers need to analyze who they are speaking to. By 2021, almost 40% of all internet users in India will be women. The points growing towards the growing importance of creating content that women will find relevant. Doing so will also involve challenging long-held assumptions related to gender and interest areas.
Create campaigns for mobile phones:
One of the most interesting characteristics of India’s internet usage is that most Indians haven’t followed the general pattern of internet adoption, whereas globally most of the people first used computers and then migrated to mobile phones or smartphones, it seems India skipped the computer stage completely. According to a survey, Indians use their phones to access the internet almost 80% of the time. This means that property developers should be producing content designed for smartphones if they want to engage with consumers.
Use regional languages for a better reach:
While the English-speaking population is more in our country compared to any other Asian country, the number of regional language users is growing too. One of the key reasons for this growth is internet penetration in tier 2 and 3 cities, along with the rural areas. Google estimates that 30%-35% of users in India are from rural areas. If property builders want to develop a personal relationship with potential customers, then they should be able to communicate in regional languages as well.
Two-way conversation is a key:
Real estate and digital surely do go hand-in-hand. Digital marketing for real estate allows developers to not just speak to their customers, but also listen to them in return. This is a unique opportunity for a one-on-one conversation with your customers, developers need to understand exactly who their audience is, where their interests lie and what their concerns are. With regard to the current Indian audience trends, real estate developers can reach out to the next bazillion internet users once they look beyond the urban metros, and reach out to the soul of the customers. As we all know customers are the kings when it is about business. All we need to do is to treat them the right way and provide them with more than what they desire.
While a complete shift from traditional marketing to digital marketing will not happen rapidly, real estate developers have notably increased their digital marketing budget over the past few years. Are you too dreaming to own a customized apartment that is built according to your imagination? Tharangini homes are the right place, as they offer you premium apartments that are inclusive of futuristic amenities and are located in the heart of the city Hosur. Experience luxury like never before! Do you want to enjoy the luxury of living in a perfectly built apartment in Hosur? If yes, then buckle up for what is to come.