Social media re-modelling realty property approaches

Web-based networking has not only emerged as an essential apparatus for designers to connect with their client base, but also has additionally changed the manner in which partners work in the land business.

Social media has become a part of our everyday life. From fake news and internet virality to being considered as a powerful marketing tool, social media has indeed changed the way the world operates. Moreover, with that, we have seen the way homebuying has evolved over the years. Today, anyone looking to buy a home does their research and walks into a real estate office confident about their choices.

“When it comes to investing in the real estate sector, buyers are extremely cautious of making the right choice. They devote a considerable amount of time in research. Social media has opened a wide range of options for buyers to keep themselves informed – through regular topical blogs by experts in the industry as well as staying updated on current trends in real estate. This surge in online vocalism has led to reformed customer experiences,” says Raka Khashu Razdan, Director – Marketing, CBRE India.

Social media has remodelled many industries, including the real estate industry.

And the transformation is for everyone to see. With India having more than 260 million dynamic online clients, the change is observable; any tweets or a WhatsApp message from a companion saying that they are hoping to purchase a new house including postings with pictures, value, contact data, on Facebook, is having a significant effect.

All social media has its inherent advantages and draws in an assortment of clients to the purpose. Now with regards to home-purchasing, millennials want to utilize the web and their cell phones as an indispensable device in their scan for a home. Since most young buyers thrive on their smartphones, it is easier to interact with them on a digital platform.

“Today, people looking for a house utilise the internet. Developers have realised this fact and are taking full advantage of this in their bid to reach out to potential buyers. Firms have dedicated marketing budgets to engage with customers through digital media,” says Kamal Singal, CEO and MD of a leading realty firm. He further says that while on the one hand, the focus is to provide the relevant project information seamlessly through an engaging website with features such as virtual tours; on the other hand, efforts are made to connect with potential customers on relevant social touch-points and generate leads. “In this technology driven age, we expect to witness greater investment by the real estate industry in digital marketing compared to the traditional route.”

Agreeing with him is Ashok Naidu, Director of a leading Bengaluru-based realty firm, who asserts that social media marketing has played a vital role for real estate developers to connect with their target customers. “Social media marketing is a cheaper and better option to reach out to the audience and make an impact. Through a diverse online presence, sellers can directly connect to home-buyers and provide the information they seek,” he says.

On the other side of the spectrum, home-owners looking to buy homes are putting social media platforms to good use. New to the league of homeowners, Bengaluru-based Abhishek Kamat, who bought a 2-BHK flat in Vasco, Goa, says, “Social media has become integral in the home-buying process. If you are looking for a house in the suburbs or across the country, Facebook connections can get you in touch with someone in the locality you are looking to move. You can connect with people in that area and can learn the nitty-gritty of the place from those living there. Community-related pages are an absolute gem, and in my case, provided relevant information about the area.”

For electronic and communications engineer Chirag Fatarpekar, geography did not get in the way of his search for an apartment. “I had to find a place to stay after I decided to go to Florida for further studies. Since I did not have relatives there, I used social media to narrow down the places I could live in and afford. I Googled the areas and posted my requirement on Facebook groups of that area,” says Fatarpekar. He asserts that feedback from people on the group and connecting with those who lived in that area helped him seal the deal.

Closer home, for Saleha Paatwala too, Facebook proved useful when she was looking for a place in Hyderabad. “I joined a Facebook group and posted a query and my requirements for a 1-BHK. However, I found an apartment after browsing through several group posts and photos of an apartment that seemed ideal. To be sure, I even spoke to the women residing there,” says Paatwala.

As the cases above prove, social media provides various options for potential home-buyers to explore more about the property/project through 3D videos, pictures, and articles. “It’s a powerful tool to build trust and credibility among buyers, and it increases the scope of in-depth discussions, which goes ahead of the limitations of traditional marketing,” adds Naidu.


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