Transforming Realty Business with Digital Marketing
Despite the ups and downs caused by the ever-shifting economic landscape of our recent time, the real estate industry has been booming for quite some time. In this real estate marketing case study, I’m pulling out a fascinating project from our portfolio, that used the magic of digital marketing to breathe new life into a new project. This journey was led by our folks and the results illustrated below were nothing short of amazing.
The Challenge: A Slump in Real Estate
The client, a major player in the Indian infrastructure development industry, faced a significant challenge in their new residential real estate project, during an economic slump some years ago. With the new bookings failing to pick pace, and their traditional marketing channels unable to deliver results, they had two options: continue investing in expensive traditional sales and advertising, or explore the world of affordable digital media.
The Hidden Opportunity: Data-Driven Insights
So I dug deep into the available market analytics data and uncovered several latent demand generation opportunities. Some of them are mentioned below:
- Active customers in major neighborhoods in the clients’ target market
- Insights from real estate journals and competitor stats
- Data from industry sites like Ahrefs, SEMrush, among others
- A pool of buyers actively searching for investment opportunities in the slump
- A large population of NRIs (Non-Resident Indians) keen to invest in India
I presented these opportunities to the client’s team, and they embraced the potential of digital marketing for their new residential project.
The Aidasinc Solution: A Comprehensive Digital Strategy
We began working closely with the client’s management team, their marketing directors, and offline sales team to implement a holistic digital marketing strategy. Here’s how we contributed to the solution:
- Website Transformation: We started with revamping the outdated static website, and making it responsive, user-friendly, mobile-friendly, and SEO-friendly as per Google’s latest guidelines and competitive benchmarks.
- Digital Communication: We created a content roadmap, that included creative blogs on topics that were most relevant to the target audiences, vlogs as per market demand and the content bank, press releases, articles, guest posts, slide-shares, and social media updates.
- SEO Strategy: We then crafted a comprehensive white-hat SEO plan that boosted the organic traffic to client site by 40% to 50%. With SEO techniques, we targeted hyper-local keywords with low competition and high search volumes, to ramp up client’s website visibilty, brand awareness, and lead traffic, fast. My team collaborated on algorithm updates, on-page and off-page optimization, and used various tools to enhance their website’s rankings.
- Social Media Optimization: As one of the most important channels for customer engagement and conversion optimization, we couldn’t pay any less attention to social networks, right? We integrated Facebook, Twitter, Google+, and LinkedIn with the client’s website, and started targeting their custom audiences, and Facebook Pixels enabled niche segments. In short time, the client’s social media presence grew to over 10,000 “real” fans and followers.
- Email Marketing: We wanted to keep the client’s prospective customers in the loop. So we activated email automation software, MailChimp, and tracked performance with URL builders, to tap their growing email database of over 2,000 members.
- Paid Advertising: We deployed the power of pay per click advertising and allocated 20% of the marketing budget to Google Adwords and Facebook Ads. Over a period of one year, we ran over hundreds of ad campaigns targeting specific niches, and used “phrase match” keywords. These campaigns not only help us achieve high ROI, but delightful engagement rates too.
- AI-Driven Insights: Did you know, AI has been around for some time. Though today’s generative AI is far smarter and faster than a few years ago when we did this project. But then again, we utilized the AI-driven data available from various sources to optimize our client’s project performance. This data backed campaign design, website enhancements, and precise audience targeting, help us cut down on the average Cost-Per-Click (CPC) and Cost-Per-Action (CPA) parameters by upto 30% over 18 months.
Major Deliverables: Real Estate Marketing Project
This residential real estate marketing project delivered a comprehensive digital presence, that included our data backed website engineering, AI-powered internet marketing strategies, deep SEO optimization, creative digital communications, paid search engine marketing, social media marketing, competitive intelligence tracking, email marketing, and advanced analytics systems reporting.
Results: The project not only breathed new life into the client’s real estate venture but we also exceeded their expectations. Aidasinc’s 360-degree digital presence created and environment that helped increase revenue generation for the client and enhanced their brand goodwill.
This case study highlights the power of data-driven digital real estate marketing and how our skilled team can transform even the most challenging business scenarios to successful projects. And the results speak for themselves, showing the immense potential of digital strategies in the real estate industry.
In images above:
1: In page analytics to track user behavior on website, and improve project performance.
2. Website marketing driving in users from target cities and regions as shown above.
3. User behavior funnel data to further analyze areas of improvement, strategy and action.
