Real estate and social media by apollo singh


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Social Media for Real Estate

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Real estate and social media by apollo singh

  1. 1. Real Estate and social media by Apollo Singh
  2. 2. Digital Stats in India – Nov 2012 1.6+ Lacs users in Nov 2012 Pinterest is the 29th most popular site in India 7.2% of Pinterest users come from India and they generate 6.6% of the page views Video sharing sites are accessed by more than 70% users 100+ million internet users in India and counting 67% of Indians who are on the web use online reviews to help themmake purchases 60% Indians who are social media users are open to beingapproached by brands Having social media presence connotes ‘innovations’, ‘customerfriendliness’, and ‘sense of cool’ 1/4th of Indians were able to recall brands using social media Source: Ethinos Digital Marketing
  3. 3. Real Estate Industry + Social Media use Source: Mashable
  4. 4. Real Estate Industry + Social Media use According to National Association ofREALTORs 94% of home buyers start theirsearch online Buyers eliminate home because of no or pooronline presence Source: Mashable
  5. 5. Why video Source: Mashable
  6. 6. Real Estate Industry + Social Media use The Real Estate Industry has larger presence on Facebook and YouTube in comparisonwith other small businesses Most of them are catching up on Twitter
  7. 7. Real Estate Industry + Social Media use 45% people viewed video walk through, followed by 29% who either located orconnected with real estate agent and 21% visited/viewed the project site 32% of buyers found the home they purchased through online
  8. 8. Indian Real Estate Brands on Digital MediaTata housing Development Company LimitedPurvankaraSobha DevelopersPrestige Group
  9. 9. Digital Presence Mapping Facebook Twitter LinkedIn YouTube Google Plus Blog Flickr WikipediaTata HousingPurvankaraSobhaDevelopersPrestigeGroup
  10. 10. Digital Metrics Facebook Twitter LinkedIn YouTube Google Plus FlickrTata Housing 68k+ 567 1,733 1.7 lac 21 circles 61 pics fans followers followers viewsPurvankara 1k+ fans 69 N/A 303 N/A 190 followers views picsSobha 9k+ fans 526 354 11k+ 109 circles N/ADevelopers followers followers viewsPrestige 2.8K+ 140 458 97k+ N/A N/AGroup fans followers followers views
  11. 11. Content type:Project details/promotionsIndustry newsVastu/feng shui tipsProject walkthroughHomecare tipsArchitecture/design picsTopical topics
  12. 12. Dedicated “customer support” tab on Facebook page“Ask the expert tab” on home buying tips, home care and maintenance etc
  13. 13. Tata housing on handling negative comments Poor quality Project delay "When we see negative conversations, we try build on them and put the right perspective forward, reason it out. If there has been a project delay, we tell them the ground reality Project delay about why it happened," says Rajeeb Kumar Dash, head of marketing services at Tata Housing.
  14. 14. Flickr page showcases projectspics, designs, interiors, architecture etc Twitter page for one on one interaction on realtime Videos on CSR initiatives on Youtube Project walkthrough, new launches, etc
  15. 15. Content type:Project Launch detailsTopical topicsVirtual project walkthroughGreen livingCSR InitiativesAwards and recognitionMedia coverage images/news
  16. 16. Sobha developers interactions on Facebook Business queries Job queries Job queries
  17. 17. Dedicated Customer Support/query tab CSR initiative tab on Facebook to publishdifferent CSR stories “Customer testimonials tab” on Facebook
  18. 18. Property virtual tour on YouTube Electronic media coverage videos CSR documentary videos, corporate film Regular tweets 500+ followers General tweets on real estateinvestment, home buyers tips, industrytrends etc
  19. 19. "Many of the comments online stem from miscommunication, whichneeds to be sorted out. What is also important is to set expectations of acustomer right," says Jack Bastian Nazareth, COO of PurvankaraProjects, who sees online reputation management as an extension ofcustomer relationship management. “We have found that a majority of concerns expressed online are due to misinformation or a lack of information and we are able to address these satisfactorily at an individual level through direct engagement," says R Karthik, chief marketing officer, Lodha group. “Consumers in India are very forgiving. They are fine if their voice is heard and responded to. A solution may take time, but being heard takes care of most of the problems," says Hareesh Tibrewala, joint chief executive officer of Social Wavelength.
  20. 20. Social Media ListeningListen to online conversationsIdentify the topics and the densityCreate a response mechanism Project delay Poor quality Misinformation Job Business queries queries Don’t delete negative comments & don’t delay in responding Respond to each query through one on one interaction Publicize another options for customers to talk to you (a dedicated customerservice tab)
  21. 21. Unique homes Area lifestyles Gardens, home décor, home staging ideas Share images of cool things people have done with their homes — great landscaping, a particularly nice kitchen, etc Share images of your listings – create board for e.g. ‘homes in south Bangalore”“Use Pinterest for inspiration and of course referral traffic”
  22. 22. Facebook messagesTweetsCampaigns/contestBlog topics & post Fortnightly Approval ExecutionLinkedIn topics planPinterest picsRe-pin Thank You