VIKRAM KOTNIS
What has changed in 10 years?
● Increase in customer awareness and rapid changes in customer expectations and demands
● Innovative selling approaches and channels
● Customer centric Approach
● Smaller developers getting benefitted as advertising is no more a barrier
● From fewer big brands to stiff competition - Rise of distinct business models
● Market has shrunk so unit cost per additional conversion increased, need a wider funnel.
● Targeted messaging for specific set of audience in Real-time.Digital & BTL Mediums more in demand now.
● Market Research , planning and creating differentiator have never been more imp.
Paradigm shift in Real Estate Industry
94 % of homebuyers used the Internet
during their home search
Only 18 % referred to magazines or
home books during their home search
8 out of 10 home buyers are accessing
home information from their tablets and
smartphonesSource : Survey by National Association of Realtors
STP Analysis
Segmentation
• Identifying bases of Segmentation
• important characteristics of each market
Targeting– Evaluation of potential and commercial attractiveness of each segment. A community of like minded people such as- Adventure Loving, Globetrotters, Weekend travellers, Aspirational and Nature Loving were targeted.
Positioning development in detail of product positioning as per its connect and emotional values for the segment.
To transform their business from a no brand to a known brand
Royal Purandar Case Study
Concept - #LiveInspired : Milind Soman - Brand and celebrity personality match
Execution• Choosing the right media to advertise• Communicating with customers in a more
transparent way• Standardization in process• Streamlined CRM process to handle• Financial process setup to streamline cash
flows and collection
Results• Sale of 40-50 units per month• More than 20 Cr in a month • Increase in the conversion ratio of 1-2% to 7%
Better ROI – Online versus Offline ?
Marketing & Sales Funnel
● Big data solutions can be used for marketing, sales, nurturing and sentiments data, will help to optimize spends and get better RoMI.
● Entire exposure of customer to the product can be controlled by defining experience with multiple touch-points during the lifecycle
● Technology has enabled Real time conversation of brand with people as they interact with website and mobile apps at low cost
● Real time performance to communication on a regular basis with your customer
● Eg: Sell.Do – Sales and Marketing Automation Platform : Sales Management, Lead scoring, ROI Tracking, Campaign Management, big Data Analytics, Mobile CRM, Cloud telephony
How Technology creates an impact?
● Kolte Patil’s 15 Projects across Pune’s micro-markets on offer. 15 days of online fest followed by a 3 day offline Expo
● Limited period deals with bank tie-ups & online payment option
● Massive campaign : 2 cr online spend with 30,000 leads in 15 days
● Daily website traffic – 15,000
NestFest - Technology Enabled Campaign● Segment leads in Real Time and intelligent responders
over E-mail/ SMS● Assisted buying platform● Website analytics and visitor analytics tied with pre-
sales/sales team● Lead Nurturing and Lead Scoring● Intelligent live chat and dedicated support for online
payment visitors● Automated outbound calling and automated voice blasts● Offline Marketing integration with Sell.Do for end to end
tracking● Lead segmentation● Automated summary reports and real time insights for
campaign performance visibility
Results :
• 1000+ EMDs collected
• 35,000 Enquiries | Cost per Lead : 250 Rs
Execution Success (Differentiators) :
• Use of Automation Platform to manage leads
• Technology to tackle high lead volumes & manage sales performanceIVR, Auto Dialer, Hierarchy Management, Lead Scoring
• Robust Platform to take online submissions & automated response from sales team
Ekta Lucky Home - Technology Enabled Campaign
Success Metrics
Trends: From Property portals to Discovery Platforms
• Flexible Marketing platform• Online research with reviews and ratings• Search visibility• Taps into huge high quality, traffic sources
• Focused and accurate targeting• Promote page to specific audience - Ideal home buyers• Real Estate is visual and emotional• Data driven - Ideal customer- Age, Income, Interest• Ads in vicinity
• Generates more inbound traffic to the site• Promotes Integrated Marketing• Content makes a personal connection• Improves brand reputation and awareness
Why Google?
Why Facebook?
Why Taboola?
Why TOI?• Massive captive traffic• Instant Reach• Great for NRI traffic• Multiple ad formats and targeting
• RERA needs you to be transparent - Communicate constantly and precisely with your customer - Promising future for customers.
• Electronic documentation is MUST - Record your communication, logs to capture customer records : Legal protection will be required in future – Improve service levels
• Social Media Channels will add more credibility. Reviews , Listening Tools to capture chatter around a project / brand can be addressed through the right channel.
• CRM is the most valuable asset to track all the customer interaction and leads - Cost effective
• Ex : Banking Industry has a regulated flow of communication - Evolving customer profiles, Increased efficiency through automation, fragmented’ to a ‘unified’ multi-system collated reporting
Era of Transparency and impact of RERA
Era of Transparency : Customer Reviews
Customer Experience Last Mile Service
• The trend of online discovery and decision making will grow stronger for real estate
• Understanding the customer and creating more brand touch points with them over increasing mediums will get more complex. So understanding data and analytics is important.
• Real Estate Companies who invest in marketing technologies will have a competitive edge.
• We are in a era of new levels of transparency, so CRM and systems are required and not a good-to-have any more.
Conclusion :Take Away
Thank you
