A seminar conducted by Olive E-Business organized by Confederation of Real Estate Developers’ Associations of India (CREDAI)

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Before we begin with the Digital landscape,
let’s take a quick look
at
Real Estate Industry.

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277.31 million sq ft.
unsold inventory in
NCR region alone.

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PROBLEM OF PLENTY
Even commercial properties are going abegging in most Indian cities, with supply outstripping demand

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Growthover1year
73.9 MillionIndiansSurfed the Web via a Home or Work Computer

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India’s Online Population Skews Significantly Younger Than Other BRIC Countries

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India now the 4th largest audience of searchers in the world
Growth in Unique Searchers March
2012- March 2013
Unique Searchers in India Grew by 28%

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Substantial InterestIn IndianReal Estate Comes from Outside Country
IndicatesInterest in Investment or vacationProperties from Abroad

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Earned Media
Organic
conversation
Paid
Media
Promotion
By Ads
Owned
Media
Corporate
Content

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Paid
Media
Owned
Media
Earned Media
Promotion
By Ads
Corporate
Content
Organic
conversation
CONVERGED
MEDIA
Promoted
Brand
content
Sponsored
Advocates
Shared brand
content
SEO
Micro site &
Landing page
Branded
Social
Channels
Branded
Website
Email
marketing
Sponsorship
Paid Search
Paid content
promotion
Video
Ads
Display Banners
Mobile Display
Revenue
Blogger relationship
Press coverage,
Word Of Mouth
Social media
Listening
UGC in
Social media

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Drives Volume
Instruct where to amplify
OWNED
PAID EARNED

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By Combining Web 2.0
Interactivity With Social
Media,Social networks,
MobileDevices,Local
Search & reviewsites,
consumers have finally
taken control of the
market place, online and
offline.

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I’m ‘following’ property related updates.
I get ‘connected’ to Real estate experts & join their
group discussions.
I ‘pin’ the kind of houses I would like to buy.
I’m ‘Seeing’ pictures of property.
I’m ‘watching’ a video of the property I want to buy.
I have ‘checked-in’ places where I can buy property.
I ‘Like’ to see where I can buy property.

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1. Only holds attentionfor a short time
2. Interrupts instead of offering something valuable
3. Tends to be expensive

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Advantages
1. Provides valueto the clients
creating loyaltyto the brand
2. Creates reciprocity among
clients that they may buy out of
gratitude
3. Creates viralcontent that links
with the website

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Peer DiscussionSite view
Real EstateAd

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Digital
Customer
See’s Ad
Searches for
the brand
online
Checks out
brand
credibility
& property
reviews
online
Takes Virtual
Tours of
properties
on website,
You Tube &
other
portals.

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Features, Finishes & VirtualTour Center
Interactive Mobile Sales Apps take the things which make a real estate project unique and show them
off visually. This feature is a "VIRTUAL WINDOW" to the future of the project.

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Using Google Maps, the apps overlay interest points in the local area. Clicking the points will provide
buyers more information and content associated to that point of interest.
Real estate is ‘location, location, location’.
Neighborhood& Lifestyle

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responsive

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AGGREGATOR
PORTAL
SEARCH
RESPONSIVE
WEBSITE
SMO
ORM
MOBILE POPULAR ONLINE
DESTINATIONS
AD
AD
AD
AD
AD

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*Some of the images, data, facts, videos and other content have been taken from different sources available online.

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