Track2Realty Exclusive: Customer chasing yet skeptical of their frank opinion and two-way communication, the internet revolution has exposed the Indian real estate to pretty uncomfortable zone where they can hardly ignore what they by and large believe to be a necessary evil.
The understanding of digital format is relatively low in the sector, noted Track2Realty and free-of-cost social media is often the only tool of registering the cyber presence. In the absence of clearly defined metrics to evaluate the digital media ROI, sales calls are often the benchmark of new age media and hence Indian realty stands way behind the rest of the matured property market in establishing credibility online.
The realty sector is fast embracing social networking sites to connect to the discerning buyers who are increasingly spending more time online and using it as the first source of information. Prima facie it appears to be the natural progression of the realty sector where technology appears to be a great enabler.
However, on a closer look it is obvious that while the developers are using social networking sites as a stepping stone to broaden their sales presence, branding on the digital format and the overall online reputation management is still not gained the ground.
Facts speak for themselves. Nearly 50 realty companies that Track2Realty approached to understand their digital media quotient, it was noted that almost all (as many as 48) are focused on either buying-selling sites, or self-promotion options, like the company’s website and blogs, or the free social networking medium like Facebook, LinkedIn, Twitter, Slideshare and You Tube.
A medium that has emerged as the first source of information today with more than 100 million users, digital media is interestingly last choice for any third party endorsement, like newspapers’ online edition or other news portals. Unlike some other evolved industries, the independent bloggers are few and companies are least bothered to approach them for independent company/project review.
Some online brand strategists don’t find fault in it either. Ankita Gaba, the co-founder of SocialSamosa.com, an Indian social media knowledge portal says the end objective of any activity on digital or social media should be ROI, if not through sales drive than marketing drive in a broader perspective.
“Any resource investment should give returns. How we do it is the question. Therefore, marketing should not be the only approach to lead to sales. Customer support should also be given importance. For example, a lot of consumer forums have user complaints on them; they need to be addressed too. If existing customers are talking ill about your brand then that will influence new customers. As a marketer I see it as a great opportunity to receive feedback. In today’s world if the brand refuses to evolve it will soon be RIP,” says Ankita.
…to be continued
