The True Essence of Digital Marketing in Dubai Real Estate

Digital Marketing brings about great evolution in the field of marketing and regardless of what industry the concept is interpreted, there is always room for innovation and creativity. Unfortunately, this concept is not well adopted by Dubai Real Estate in the recent times, and a Pied Piper (of Hamelin) approach has been followed by most of the digital marketers which is losing the true essence of Digital Marketing. Most marketers try to copy the concept of one another and sometimes unlawfully even disguise their artwork concepts to catch leads online which although works great for numbers but it is almost zero when it comes to conversion because of quality.

In the basics of marketing, it is taught that every product has its own unique selling proposition (USP) and thus has a different target audience, where one marketing strategy cannot be applied to all. The setback of not following this concept has brought about digital marketing to such a stage where almost the same advertisements are being exposed to same audience over and over again via social media, emails, SMS and online portals which dilutes the interest and confuses a genuine client to what should be opted for amidst this war of similar offerings around all digital channels. Additionally in this process there has been a huge wastage of resource occurred that could have been capitalized better if an optimal utilization approach was adopted. One of the major reason witnessed behind this scenario is the gap that exists between marketing team and their on-ground experience of real estate. Generally, the organizations when they outsource their marketing campaigns to external agencies the objective of both the parties are different where the organization intends to save cost for the marketing campaign and on the other hand the marketing agencies focus on generating more numbers in leads so they can argue on their next contract renewals. In the whole process the essence of advertising the USP of the property is deprived and instead of targeted marketing, the approach goes to mass marketing concept which then again goes against the literature of digital marketing. The only party happy in this scenario is the service provider that are Google and Facebook as their business earns more revenue as the competition gets intense and companies are willing to pay more for the same campaign.

The digital marketing especially social media, SEO and SEM works mainly on bidding structure for a certain set of audience, and of course the mightier bid wins the race, but a well experienced marketer would always opt for an optimal bidding strategy on a specific target segment which would reduce down the cost per qualified lead significantly and eventually would utilize the concept of digital marketing to the fullest. It is high time now that marketers and especially digital marketers should realize the full potential of digital marketing and bridge the gap between knowledge of Dubai Real Estate and marketing approach which would immediately provide better results. The second step includes researching on the appropriate target audience for a specific property and justifying the time spent on this research which would discriminate quality versus quantity at large.

The culprit of this situation cannot be solely blamed upon digital marketers, rather the industry leaders and deciding management have also contributed to a large extend where they have missed out on allocating the right resources at the right time on the right places. Firstly, it is highly suggested to conduct digital marketing in-house since the stakeholders involved in the campaign are many at times exposed to sensitive data of clients and an in-house marketing resource would be not only be focused more upon generating quality leads, but would abide by the values of the organization and would not put up fake or flashy ads which in the long run only results in wastage of monetary resources. Additionally, there should always be an experienced real estate personnel working closely with the marketing team to ensure the research and messages are appropriate and accurate. In the event that organization intends to outsource marketing campaigns, it is highly advised to allocate an experienced personnel as a point of contact for the agency who would not only monitor the progress but would work closely to devise campaigns and messages which only would ensure success in the long run.

Although, the current situation depicts not a very good picture for digital marketing in Real Estate, but if this Pied Piper approach is not followed and right tools are used by the right person with the right resources, there is still a lot to be extracted from the benefits of digital marketing.

Digital Marketing – A Fantastic Way To Boost Real Estate Sales

The real estate industry in India has found out a new and effective way of marketing that is known as Real estate marketing. Today our country has more than 200 million users online and it consists of people of high net worth, lower middle class and middle class people. Real estate companies in India are paying about 25% of their marketing expenditure on digital marketing. Today each and every customer does an extensive online research before purchasing any product.

There are various ways to boost online sales with the help of digital marketing.

• Blogs are the Most Effective Way

Where any high-valued product is involved, in-depth details of the product help the customer to take better and informed decisions. Therefore, it becomes important to develop blogs on your products and FAQ’s related to the sector. Try to conduct a survey within your present customer base. Jump into the deeper questions and mention answers for all of them on your blogs. Search for the trending topics like in the past few of the banks reduced the interest rates on home loans. Such type of news should be always be presented in an effective manner.

• Develop Your Strategy and Campaign from Conversion Perspective

It is very important to do all the promotional activities from conversion perspective. There is no meaning of any campaign if it doesn’t have any call to action. You have to tell your audience, what they are supposed to do after watching any video or campaign. Hence the phrases like “call to”, “visit here”, should definitely be used. Be creative in the campaigns, but tactfully keep the customer engaged and induce him or her to contact you. Do not compromise on the creativity because it is the key to any marketing strategy.

• Engage Your Customers Wherever Possible – Email, Blog, Social Media, Forums etc.

You can track customers over internet through emails, social media platforms like Facebook, Twitter, etc. and you can create blogs, forums and groups. You have to just join all these and you would find more and more people searching for you. Engagement is the quickest and the most effective tool to find an audience and this is done by various methods like blogs, info-graphics, videos and you should start any campaign, keeping in mind the end result of the same like sales, loyalty and identity. These engagement techniques are effective and if done at the right time, would take your business to new heights.

• Second Screen Marketing for Real Estate

India is witnessing a new wave in technology and smartphones are the first ones. Today, more than 90% of the youth have smartphones and so it becomes essential for real estate companies to implement second screen marketing strategy and should have mobile responsive sites. It should make groups like Whats App etc. and social media platforms like Instagram, vines. Real Estate Developers target both desktop and mobile customers and in a very short span of time, the results would be in front of you.