Know more about Changing landscape of Real Estate Industry with Digital Marketing and Technology from Vikram Kotnis's presentation from Amura Marketing Technologies at the Evolve- biggest Real Estate Marketing Conference by Amura @ JW Marriott, Pune.

1. VIKRAM KOTNIS

2. What has changed in 10 years?

3. ● 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 smartphones
Source : Survey by National Association of Realtors

4. 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%

5. Better ROI – Online versus Offline ?

6. Marketing & Sales Funnel

7. ● 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?

9. ● 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

10. 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 performance
IVR, Auto Dialer, Hierarchy Management, Lead Scoring
• Robust Platform to take online submissions & automated response from sales team
Ekta Lucky Home - Technology Enabled Campaign

11. Success Metrics

12. 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

13. • 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

14. Era of Transparency : Customer Reviews
Customer Experience
Last Mile Service

15. • 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

16. Thank you