Real Estate Martech: How martech is reshaping the real estate industry, ET BrandEquity

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by Lindsey Francy Jun 1, 2023 News
Real Estate Martech: How martech is reshaping the real estate industry, ET BrandEquity
<p>Representative image</p>
Representative image

In today’s rapidly evolving digital landscape, technology has revolutionised marketing across industries. One significant development in the marketing landscape is the emergence of martech solutions, which have provided new mediums, channels, and media types for marketers to connect with their target audience. Real estate, one of the highest marketing spenders selling high-ticket items, has been an early adopter of martech solutions in India. The industry has witnessed improved conversion rates, amplified marketing ROI, and enhanced customer experiences through these innovative tools.The advent of martech in real estate

The first major disruption caused by martech in the real estate sector was the advent of technology-based portals. These portals created dedicated channels for real estate companies, reducing consumer dependency on brokers for project information. Since then, the industry has witnessed multiple disruptions through dedicated performance campaigns, content marketing, customer relationship management (CRM) platforms, automation tools, and more.While technology has made sales and marketing more efficient and productive, the real estate marketing landscape is still evolving, with new martech solutions continuously being developed. Complete ad automation
Implementing a comprehensive 360-degree marketing campaign and managing multiple channels can be challenging. To optimise advertising budgets in the real estate business, new-age companies are exploring tech solutions that automatically optimise real-time advertising expenditures for maximum impact.Sales automation platforms powered by machine learning and predictive analysis can identify hot prospects for salespeople and provide actionable insights for better engagement. Integrated chatbots can initiate initial conversations with leads, saving time and effort for the sales team. Sales automation enhances efficiency, resulting in increased output and improved sales performance.Virtual reality (VR) and 3D modelling have brought significant innovation to the real estate industry. Real estate companies can offer consumers a superior experience to physical site visits through VR. Virtual site visits allow consumers to envision the property at different times of the day, providing a comprehensive understanding of its features. This technology enables builders to showcase yet-to-be-built spaces and provides a virtual living experience for buyers, saving time and costs for both parties.With substantial marketing budgets, understanding the impact of marketing activities on the bottom line is crucial. Advanced CRM systems provide end-to-end sales and marketing insights, analysing the effectiveness of each campaign and providing key performance indicators (KPIs) such as cost per qualified lead and cost per site visit. These analyses empower companies to optimise marketing strategies, ensuring a higher return on investment.Engaging prospects at the right moment is essential for driving higher engagement and increasing the chances of sales. New-age marketing software enables the tracking of brand or sales events and interactions, both online and offline, and sends an automated personalised email or SMS based on predefined triggers. This personalised content automation allows real estate companies to connect with prospects at the right time and push them further along the sales cycle.The future of marketing in the real estate industry relies heavily on embracing the newer technologies offered by martech solutions. Companies like ours can integrate these advanced technologies to optimise marketing budgets and time, enhancing the sales process and customer satisfaction. By leveraging martech solutions, real estate brands can unlock immense growth opportunities, improve conversion rates, and deliver exceptional customer experiences.Real estate professionals can connect with potential buyers and sellers on their preferred devices by embracing mobile marketing, delivering personalised experiences and fostering meaningful engagement. SMS marketing campaigns enabled by martech tools empower real estate marketers to meet the evolving expectations of their audience and stay ahead in a competitive market. Moreover, by leveraging the power of mobile marketing, real estate professionals can establish themselves as forward-thinking and customer-centric brands, building trust and long-term relationships with their clients.Martech-enabled social media tools have enabled us to generate leads by strategically leveraging targeting capabilities. They can identify and engage with specific segments of their audience based on demographics, interests, and behaviour patterns. By tailoring content and advertisements to these target segments, we have captured potential buyers; attention and encouraged lead generation.While Martech has proven to be very beneficial in many aspects of real estate marketing, based on our learning, it is very important to work with reliable partners. Collaborating with reputable vendors and service providers can greatly enhance the success and effectiveness of your martech initiatives. They understand the company’s unique challenges and real estate marketing requirements and can offer tailored solutions that align with your specific goals.Embracing martech is imperative for our industry’s continued success. By staying at the forefront of technology and leveraging these transformative tools, we can ensure our marketing strategies align with our target audience’s evolving needs and expectations, driving our brand towards new heights of growth and success.
Industry transformation through Martech and AI

Artificial intelligence and machine learning have resulted in an increase in marketing productivity by helping analyse consumer feedback and prepare tailored marketing campaigns. Hyper personalized marketing allows brands to engage with customers in ways that improve the overall customer experience.


The brand equity was published on June 1, 2023.