Evolve 2014 is a conference for digital marketing for real estate. Aimed at discussing the next generation technologies and their applications in Real Estate Industry, Evolve 2014 covered significant topics like : Digital Marketing - getting it right, Big Data and Remarketing

1. DIGITAL IS PRIME
“Customers have moved online… Have you?”
Vikram Kotnis
MD – Amura Marketing Technologies

2. Internet Usage in India
“Time spent online over PC, Mobile & Tablets is growing
substantially every year in India”
Internet user-base grew by 40% in 2013 breaching 20.3 Crore user
mark
By June 2014, India will have 24 Crore internet users
India has 2nd largest mobile internet user base
9 Crore Facebook users in India
What does this mean for advertisers?

3. Real Estate is Local
“Internet user base in Mumbai alone is larger than
TOI’s nationwide circulation by 65%”
Times of India
Divya Bhaskar
Daily Sakal
The Hindu
Mumbai Mirror
The Telegraph
Publication Language
Circulation
(million)
English
Gujarati
Marathi
English
English
English
7.253
3.770
3.707
1.473
1.084
0.937

4. What does this mean for Real Estate?
 Launch & Sell entire projects on the internet
 Spend as low as just 25% compared to other mediums
 Avoid overspending & boost MROI
Company A,
Pune
Company B,
Pune
Company C,
Pune
Mid-Premium Segment
Mid-Premium Segment
Premium Segment
Budget – 8 Lacs
Budget – 23 lacs
250 units sold in 1 month
1050+ enquiries in two
weeks
More than 2000 leads
75 Cr. Sale in 1 month
Budget – 9 Lacs

5. Why is the adoption slower?

6. Don’t know what to track & how…
Cause-Effect Perception:
“Difficult to pinpoint campaign performance to rise in
sales closures”
How to use data efficiently?
Technology is Expensive…
Accountability faces resistance within the company…
Debunking
the Myths

7. Measurement is the key
“Solution is data-driven marketing approach for Real Estate Industry”

8. Metrics Success Rate
Lead Generation
Branding
Customer Loyalty
Marketing
Sales
Cost Per Click (CPC)
Cost Per Site-Visit
Cost Per Visit
Cost Per Lead
Cost Per Conversion
Cost Per Impression (CPI)
Click Through Rate (CTR)
Time on site
Bounce Rate
Online Referrals
Social Actions: Like, Share etc.
Engagement on Social Media
Response to Emails
Lifetime Value of Customer
Direct Traffic
Social Mentions
Branded Keyword Search
ROMI : Revenue / Cost
Response to Phone Calls / SMS
Cost Per Qualified Lead
Churn Rate
ROMI=Revenue by Referral/Cost

9. Doing Optimum Supercedes Doing Everything
 Website
 Paid Marketing
 Social /PR
 Portals
 SEO/Content Marketing
 Email Marketing
Right Prioritisation
 SMS Marketing

10. Digital: How do you get it right?
“Leverage maximum value at optimum cost from the channels where
the customer is present ”

11. Getting it Right
Knowing which channels work best
 Localized channels work best : Social (Facebook , Google+ …)
 60 – 70% budgets allotted to Search & Portals whereas
the real marketing value lies in Display Advertizing
 Experiment: Set up micro-campaigns
“Failing Earlier ! ”
More customers are using Facebook on mobile

12. Companies know their TG but…
How to nurture it?How to approach it?
 Profiling
 Segmenting
 Targeting
 Re-Targeting
 Re-Targeting
 Email / SMS
 Social Media
 Educate via Blogs
The actual sale occurs offline…
But greater value is in tracking all the events in the customer journey:
Trigger to Closure

13. Long Story Told Short…
Customer is online for sure…
However, digital is getting expensive and media is getting more
fragmented
The onus is on companies to get their digital strategies right
Real Estate companies which invest in Digital & Right Technologies
will reap the maximum benefits in future.

14. Thank You!!!
Vikram Kotnis
vikram@amuratech.com