The very nature of real estate is deeply rooted in personal connections, so humanizing your digital marketing is key to a successful marketing strategy. In the current climate, digital marketing needs to strengthen that human connection and stay relevant as technology advances. Piyali Dasgupta, Director, Corporate Marketing & Public Relations, Knight Frank India “Customer experience, driven by the desire for greater attention and personalization, is a key element in the evolution of marketing. Automation, especially in back-end processes, is emerging as a key driver of change alongside AI. Furthermore, purpose-driven marketing and digital collaboration are becoming increasingly influential in adding value to real estate services, including initiatives such as home inspections and green certifications.”
A personal touch that is reminiscent of traditional ways can be achieved through data-driven personalisation, adding value to customer interactions, says Samir Arora, Immediate Past Chairman, NAR India, Chairman, CREA (I), and CEO & Founder, Huts Global. “Access to robust data enables information to be accurately identified and contextualised, enhancing audience targeting and personalisation. Detailed data empowers teams and provides them with the tools required to effectively engage with consumers, thereby improving conversion rates. Ultimately, comprehensive data-driven personalisation improves brand delivery and strengthens relationships.”
Ayushi Garg, vice president of strategy, Flow Realty Citing an example of data-driven personalisation, he said: “Our digital marketing strategy is centred around blending online and offline platforms, primarily leveraging QR codes, and enhancing storytelling through this synergy. While digital engagement is enhanced through video content, we recognise the need for consistent messaging and the important role of offline media in building brand credibility and driving conversions.”
Asha Singh, Senior Vice President of Marketing, 360 Realtors He further added, “Digital marketing generates a ton of leads via Facebook and Google, so your retargeting strategy needs to be sophisticated. Segmenting leads based on specific customer interests such as amenities like schools, balconies, clubhouses etc. allows you to customise your marketing story for effective remarketing. Leverage a data privacy compliant strategy and use the power of automation for predictive analysis and segmentation to create a sense of urgency (FOMO). This, combined with a well-managed referral programme, can significantly boost your property sales.”
Developer Perspective
As technology drives more personalized and targeted marketing efforts, the distinction between traditional ATL (Above The Line) and BTL (Below The Line) activities will become less clear and technology will play a bigger role. Suneet Singh, Vice President, Sales & Marketing, TARC Limited “Real estate marketers must effectively combine ATL and BTL tactics while considering the inherent advertising impacts and limitations of each methodology. Outdoor advertising in particular requires a data-driven approach to accurately capture local markets while acknowledging the measurement challenges.”
Jay Chandani, Director of Marketing, Pacifica Companies Indiastates that both traditional and digital media play an important role in commerce: “The measurable and interactive nature of digital media is unmatched, and traditional advertising such as billboards and newspaper inserts still has value. However, when it comes to analytical depth and potential return on investment, digital platforms are superior.”
Dr. Vishesh Rawat, VP of Sales, Marketing and CRM, M2K Group“Personalization in marketing is becoming increasingly important as technology allows for more precise targeting and customized strategies. Currently, below the line (BTL) activities are essential in terms of cost-efficiency and measurability, especially for lead generation. In contrast, above the line (ATL) remains important for brand building and reaching a wider audience. However, for everyday campaigns and sustainable projects, you usually need to revert to BTL techniques. As the boundaries between ATL and BTL become blurred, especially with the rise of digital media, we see a digital-led BTL approach becoming the trend of the future,” says Dr.
Palak Dani, CMO of Ranwal Group “In the real estate industry, turnaround time and technology are crucial in marketing and efficiency, especially for large and small developers. Educating brokers and clients on how to use the app effectively is essential, as it provides timely updates and information to help close deals.”
Rajeev Dash, Head of Sales & Marketing, Adani Realty “Understanding user browsing patterns is key to build targeted communication and improve engagement. Push notifications have been widely adopted in e-commerce to inform customers about pending purchases. Based on the customer's journey to purchase, it is important to customise messages across various platforms like web push, WhatsApp, email etc. This is a methodology adopted by the real estate industry to connect with international customers including NRIs.”
Adding a different perspective Sumarayith Mishra, Group Head of Marketing and Strategy, Brigade “Effective adaptation requires not only an advanced IT infrastructure, but also significant investments in training and choosing the right technology partners. Seeing these investments not just as an expense, but as a means to generate benefits, is critical to our future success.”
Rajendran, Chief Sales and Marketing Officer, Shapoorji Pallonji Real Estate He observed that the real estate industry has undergone a significant evolution in the last two decades, marked by the entry of corporate brands followed by private equity investments prioritising technology-led operations. “The growth of the sector hinges on technology integration for customer engagement across various digital platforms, further fuelled by regulatory reforms and the need for transparency.”
Marketer's Perspective
The traditional owner-centric mindset in the real estate industry is evolving as businesses realise the value of investing in digital strategies, which now encompass both ATL and BTL marketing, enabling personalised customer communications and action-oriented tactics. Phanindra Jain, Founder and Digital Creative Head, Shreyansh Innovations The effectiveness of tools like predictive analytics and automation in marketing depends on stories that differ depending on the target audience: “In our real estate marketing, we tailor our communications to precisely defined audiences, so there is little need for such technology. The usefulness of advanced tools is secondary to the clarity and specificity of the marketing story being told.”
To explain this technology in detail, Govind Rai, Co-Founder and CEO, Insomniacs Digital Pvt. Ltd. “We believe technology can help us automate and improve the customer experience more efficiently. AI, community management apps, customer apps, broker platforms and workflow automation are all test points to consider.”
Ankit Saraf, Founder, Meraki Digital, He further added, “Digital transformation is crucial to the success of any brand and it not only requires building a strong online presence but also integrating advanced systems across the business. Automation goes beyond basic verification to continuously engage with potential customers through customized content and even after the sale, using advanced tools like CRM and WhatsApp automation. Lastly, adopting a data-driven strategy in decision-making is essential to effectively leverage the vast amount of data collected for insightful marketing initiatives.”
Manish Porwal Managing Director, Alchemist Marketing & Talent Solutions “While the real estate industry continues to sell properties based on the physical aspect, there is potential in a conceptual approach. Digital platforms offer unique opportunities for storytelling and customer engagement beyond mere transactional interactions, thereby driving property sales.”
Rahul Bansal, Co-Founder and CEO, PropacityHe added, “To improve customer experience at every interaction point, it is important to focus on standardizing touchpoints and educating all stakeholders, from pre-sales to brokers, on the company's core values and ethical practices,” Graphisads Limited director Alok Gupta said, “In the pursuit of technological advancements, both customer and vendor interfaces must prioritise simplicity to eliminate redundancies and streamline users' time constraints. This is the responsibility of the development team.”
Samrat Tiwari, Director, Webzaahighlighted that humanisation plays a key role in the realm of digital marketing strategies. Despite the efficiency of automation, customer experience often demands a personal touch. “Automated systems are essential for immediate responses in scenarios such as banking OTP, but fall short for service calls where empathy and individualised communication are paramount. Thoughtful interaction and nurturing are essential throughout the customer journey, particularly in real estate investment, during the research and consideration stages.
While algorithms connect and guide interactions, true human engagement is essential to forging meaningful brand connections.
