The real estate industry in India has evolved over time. Like in every other industry today, this industry’s organizations and properties also need an online presence. Thus, one thing that has surely revolutionised the sector, is digital marketing – and it can very well lead to the buying and selling of real estate properties!
An integrated digital marketing strategy can work wonders, with great return on investment.
Often, real estate sellers directly jump into selling their property online. The cost for each lead in the industry is comparatively higher compared to other industries in the market. If you are the owner of a real estate business or trying to sell your property online, the clear setup of your property and online storefront is very important. Your digital marketing performance will also depend on the capabilities and competence of your online salesperson. He/she should refer to your website, media materials like photos, videos, online brochures and data points. Keeping them updated, attractive and presentable will definitely get better results in all your digital marketing efforts.
Let’s throw some light on the different platforms we can use to reach people over digital marketing. As an example, we will focus on Tier 2 cities and how people react to digital marketing efforts.
- Social Media Marketing (SMM)
This platform considerably delivers greater performance compared to all other media. I am talking about Facebook and Instagram, which are mainly targeted and precise in terms of delivery. Here are some areas to consider when it comes to SMM.
Be Specific, Be terrific. Social media Ads are highly targeted and communication can be directed towards the target audience. For example, if you are trying to sell a commercial property to the target market of Chartered Accountants, you should create an Ad addressing the focal points for Chartered Accountants. Don’t make the mistake of creating one single generic Ad about the property and showing it to Chartered Accountants, Doctors, Financial Advisers, etc. It could be confusing and not be as effective as it was intended to be. Talk about what kind of benefits a Chartered Accountant can get by investing in your commercial property.
Build a proper sales funnel. No one would buy any property or high end asset without having complete knowledge on what they are buying. It is a very conscious decision anyone would make. So instead of Direct Selling, you should have sales pitches with more information. And not bombard them with Ads
Try to communicate in local languages with the local audience. One of my strategies that has worked to reduce the cost per lead by about 60%, is using local languages. This local flavour could feel personalized and help you resonate with your target audience. Quality of the prospective leads might also be ensured by asking the right and specific questions in enquiry form, so we get filtered leads.
Keep updating and trying new methods of communication for the new set of target audience. Try out plenty of experimental ways to make sure that you are on the right track. Analyse each decision taken, before acting upon it.
Google sure is an essential and worthwhile platform giving fruitful results for the real estate industry. There are few important aspects to understand while entering into real estate selling digitally –
Use PPC ads for real estate. This is a technique through which you can reach people when they are researching properties similar to yours. This is the high potential audience, meaning the conversion rate of these audiences is very high compared to social media.
Go for long-tail keywords specific to the search query. Leverage these keywords for efficient use of Ads.
Try to compete for the first preposition. This helps you increase your click through rate by more than 35%. The conversion rate for click to lead can be anywhere between 20 to 30%, which is huge. It may not help you in collecting intended leads, but it helps you to directly reach people who are researching – creating more touch points.
Use Remarketing on Google. So you can reach back to the people who already know your property but have not bought from you yet. This is very cost effective and creates a good touch point for second level funnel audiences.
Explore Display Ads. You can have Ads run in the local newspapers and YouTube channels, and engage with the local audience better. It also helps in increasing brand awareness. These will definitely give you more credibility over the market, and create more digital touch points.
- SEO and directory listings.
Create specific online content. Generating enough relevant and trustworthy content helps to build visibility and trust in the digital space.
Submit your property listing in all possible free property listing sites, properties, hotels and local directories. Posting in the Facebook Marketplace also helps boost visibility. This not only helps you in building trust from the SEO perspective, but also creates multiple touch points with people who are researching properties online
Optimise your website and landing pages. And do so in such a way that Google recognises your website for organic ranking. This long-term strategy will bring you wonderful results, even after a certain amount of time. Focus more on long-tail keywords which will make it easier to rank the site higher locally.
Though it could seem like a high level strategy breakdown, the major technique is to leverage possible digital media for boosting your real estate sales. The strategy definitely needs systematic execution and trained professionals, to generate fruitful results. At Alter Marketing Solutions Private Limited, we have expert professionals who specialise in specific areas. For guaranteed real estate sales and lead generation, contact mangalore.alter@com.
We all have bad days when we have a lot of work but don’t feel very productive. Sometimes it still feels like there is a lot of work, but you don’t know what to start with. And other times, you become an octopus and feel like you are doing a lot of work but there is not much output.
So let me share with you some ways in which I organise my day and increase my productivity so that you can also deliver your best every day.
First, let me tell you some of the reasons why you aren’t as productive as you want to be. Ask yourself these questions. Let’s see if you can get an answer and find out whether you are really busy:
- Are you overworking?
- How organized are you?
- Do you know what you are trying to do?
- Who do you have to work with?
- Is there dependency to finish your tasks?
- How efficient are you?
When you try to answer the above, you will definitely feel guilty about how your day is going and you will feel that you are not actually that busy and have more time and potential than you thought. So let’s go through 9 techniques that will help you improve your organizing skills and become more productive.
- Plan your day ahead
It’s important that you plan your whole day and know what you are doing that day. At Least 60% of your day has to be preplanned to make it more productive. Have a specific SMART goal for the day and avoid last-minute work which will disrupt your day. It’s important to know your task dependencies as this could lead to delays in execution. So plan accordingly. Last but not the least, learn how to say No, when someone approaches you for non-priority tasks.
- Use Your Calendar
I just want to say thanks to Google Calendar because… well, it just made my day. Literally! Schedule a day in advance or before the day begins. It’s a good practice to follow and also add people in advance to the task where they have been informed and dependency has been created. Let them know before adding them. Yes, it’s important that they too plan as per the schedule so that the whole team is productive.
- Let’s Not Squeeze In
We all hate it when people come to us at the last minute and ask to reschedule a task that was planned. That is why it is important to know your priorities and act accordingly. People can wait — the world is not ending today. So don’t try to squeeze in every request that is made to you. Don’t try to be helpful all the time. Make sure you don’t let anyone and everyone disrupt the work that you have planned.
- Stick To The Planned Time
This is important. Finish your meetings on schedule and avoid going off-topic. Come into the meeting with a clear agenda and don’t talk too much about things that are not relevant. Respect the other person’s time as well. Close the meeting with actionable steps that people can take so that the meeting itself is effective.
- Keep Enough Gaps And Break On Schedules
You need to take breaks because when you get tired, your brain doesn’t work as well. Chit chat with the people, get up and go for a walk. Go for a cup of chai, help someone else if possible. This will make your day more productive, happy, efficient and energetic.
- Prioritize Your Work
Everyone feels like their work should be on top of your list. Everything is important and everyone needs it right now. But how to get rid of this ‘RIGHT NOW’ problem? Here are some questions to help you prioritize your day-to-day tasks.
- How important is it?
- What is the effect of delivering it now and later?
- What are its implications and effects?
- Where to place the task in your to-do list?
- How long does it take to finish the task?
After analysing each task you need to give it a priority number. Everything is important, and so is your task. Have open communication with the person about where you are placing the task in your priority list and when you are delivering it.
- Use Good Old Pen & Paper
Sometimes it is very confusing where to start and what to start with. There are a lot of tasks on the sheet and you don’t know where to begin. It happens to all of us. Give your brain space to do something more productive than just remembering the list of tasks. Don’t think too much about the task, rather, put it down on paper. Trust me, it helps. You strike it off when it is done. It gives an enormous amount of satisfaction. This helps you get clarity on what to do and whether you are doing it right.
- Simplify/Automate Repetitive Tasks
I will tell you the truth about most of the work we do. More than 40% of it is repetitive, depending on your job role. We do the same thing, repeat the same pattern and we deliver the same output. We should find a smarter way to do it in a shorter period of time, where you don’t need to use your brain or give less importance to finish your tasks. Do it once, and make it simple the next time — look for tools that help you automate and create checklists to avoid repetitive mistakes. This will definitely reduce the time taken to do mundane tasks and you will be much more productive.
- Document Everything
This is the time for us to create documentation or a repository of the work or the process that we already found. Research to find answers, not to search for things that you already know. Create checklists and keep it very accessible whenever you need it. Make it a process and follow it the next time. Find opportunities to delegate the work to your teammates.
I hope these 9 points are going to make your life easier in terms of managing your tasks efficiently. Stop complaining that you’re busy and start putting these golden rules in practice. If you have any further confusion or you need some help managing your time or planning your work, or you need to train your team to become much more efficient, we can definitely help you out. Contact us on +91 99864 60086 or mail us at [email protected] and schedule a FREE audit and consultation of your/ your time management skills.
Yes, we are in a time where the entire country and the world is going through a very difficult time with the covid-19 pandemic. People are unable to reach the retail stores and business outlets to pick up their favorite products for their daily needs. Do you agree that everyone is going through an online mode of purchase sitting at home looking for alternative solutions for their day-to-day shopping? I believe it is a great mistake as a brand if you don’t present yourself in the place where your audience is.
Surveys and reports say that there was a 40% growth in the E-commerce segment in 2020, crossing 38 million dollars. This is indicating that users are still purchasing and consuming the product but just the shift in the mode of purchase has been changed. Honest question to you — how much are you ready to change your mode of sales? Are you doing anything about it or are you just saying the market is bad?Here are a few techniques that will help you to take your FMCG brand online and establish your business much stronger!
Build Social Media Presence
Due to the lockdown, a lot of people are at home and spending a lot of time on social media.Facebook, Instagram, and Pinterest are great social media platforms for engaging with your targeted audience. You need to show the goodness of your product and build a persona behind the product so that people start connecting with your brand. Have regular engaging content on these social media pages as well as run small campaigns like a contest, giveaway, etc. which will give a great boost to the brand-building exercise.
As mentioned earlier, people have not stopped purchasing or consuming FMCG goods and that has changed the way of buying. Even if you have a great distribution network, it is very important that you have your products listed on E-commerce platforms like Amazon, Flipkart, etc. You can also explore bulk buying platforms like IndiaMART, Amazon business, etc. It is not just about how much money you make by selling your products on E-commerce platforms, it is about increasing the Brand Visibility that you get for free of cost on these platforms as they have millions of visitors browsing on their website. This also becomes a marketing cost. So don’t think twice before listing your products on E-Commerce platforms, just go for it !. If you are a niche-based seller you can also choose local online aggregators and specific product E-commerce platforms. ( For example, if you are selling soap you can also so check on medicine-related E-commerce platform to sell your product online )
It’s not just enough if you talk about your product, your main aim should be for people to talk about it. Nowadays reviews given by people are helping customers to consider purchasing online. As everyone spends a lot of time online, maybe reading blogs and articles or watching videos that are generated by people is going to add a lot of credibility to your brand. Just to give you an example, if you are a masala brand,then you can reach out to homemakers, YouTube influencers etc. — and they will post a cooking video with the masala powder and will endorse the same. This will create a community and there will be trust built on the market which will help you establish the brand.
Go for online Paid Marketing
As the lockdown is on and businesses are down, the online media has become a more viable and much cheaper option for brands to showcase their product to a targeted audience. Due to the lockdown, it is observed that there has been a decrease in the cost per paid media and this is because larger brands spend on digital media.And accountability is much higher when it comes to digital media paid advertising. You can micro-target your audience and communicate based on the buying stage that they are in. We believe Advertisements on Facebook, Instagram, Google display and Youtube work really well to establish your brand as well as pushes people to buy your product online wherever it is available. You can start as small as Rupees Hundred per day and target as small as one Kilometre of radius. Don’t you think it is a great option to put your product in front of people who are ready to buy your product? I believe in that too.
Go for Product Innovation by people
Recently we have been experimenting with the FMCG brands that we handle digital marketing for. We approached our followers and consumers to come up with the innovative product that they can make using the ready made product that we delivered to them. Just to make it clear, there is a lady who made wonderful donuts out of gulab jamun mix which is one of our products. We never even imagined you could make delicious donuts out of gulab jamun mix. This gave a different perspective about what we can do with our own product and people loved that too. Since people have a little better time than before they find happiness in doing things differently with very accessible products that they have. This kind of user-generated content will make the brand stand out in the market.
We are sure there are many more avenues to market your FMCG products digitally and it definitely requires experience and investment in time and money. This is the best time to experiment and find out how it works for your own brand and products. If you think you are facing a crunch of time definitely you will have to seek help from people who are experts in the domain. We at Alter Marketing Solutions Pvt. Ltd. work with a lot of FMCG brands which are accepted worldwide and make great use of digital marketing for market expansion. Our approach of hyperlocal communication and domain expertise helps different types of FMCG brands.We’ll help you make your product a digital rockstar! You need any help to take your FMCG product digitally, please reach out to us at [email protected] or give us a call at +91 99864 60086.
We started running PPC ads by doing a lot of mistakes and burnt our hand by these mistakes. It is very important to understand a pattern of common mistake due to which our ads were not performing the way they were supposed to perform. This article gives you an understanding of this common pattern and how to fix these problems.
Pattern 1: Ads are approved but not taking the impression
This seems to happen every time when you set up a campaign and Google is trying to understand what you are trying to do. Let’s put some light on what might be the possible mistake and go-to place for the same.
- Ads might have just approved
Sometimes Google takes a long time to approve the ad and keywords. It’s simple, wait for 24 to 48 hour for ad or keyword to get approved.
- You might be bidding too low
Choose Google recommended budget or increase the bid amount a little.
- You might have scheduled ad
Check for the ad scheduling time and remove if required.
There might be unrelated keywords or the keywords that you have selected might not have any search volume. Just add some keywords that have better search volume or modify the match type and see for some time.
Pattern 2: Ads are taking impression but not clicks
This is very overwhelming when your ads have been shown to the searches/users where it’s not getting any or enough clicks that you are expecting. Here is the place where you need to check.
- Ad Position
You might be bidding less or the quality score of the ad is very low, wherein ads are shown mostly in the bottom of the SERP first page or second page. So we just need to keep an eye on the quality score and ad position to make sure you have people’s attention.
- Poor or low-quality ad copy
Your ad copy is not good enough to grab users attention or not exciting enough for people to click on your ads. Give a try by refreshing your ad copy or updating more relevant and fresh ads.
Pattern 3: There are a lot of clicks but no much leads and conversion
Sometime you might feel Google is lying to you by showing an unrealistic number of clicks and impression on the ads. But Google might not always be wrong in this case and there are some places where we can look into in order to improve the result. Here are a few things to consider.
- Poor clicks quality
There is a good chance that we are getting poor quality users on our site. Just compare the search terms and keywords once to make sure you are getting the right audience on your website so that they turn into leads.
- Poor landing page/Website experience
Low loading speed, no appropriate content on the site, not following AIDA content flow also leads to this issue. Most of the time people just bounce back from landing page/ website by their bad experience and continue their research on the next site. So check on the analytics, hotjar or GTM page scroll events to verify if users are liking the content you put across to them.
If you know these three usual patterns where your PPC ads suffer, you can easily solve these issues. To summarize
- No impressions? – Check for pattern 1
- No clicks? – Check for pattern 2
- No leads or conversion – Check for pattern 3
If you still not sure about your ad performance or feel like it needs some professional help, we are here to help you. Contact us on +91 99864 60086 or mail us on [email protected] and schedule a FREE audit and consultation of your google ad account.