Social Media for Real Estate

1. Real Estate and social media
by Apollo Singh

2. Digital Stats in India – Nov 2012
1.6+ Lacs users in Nov 2012
Pinterest is the 29th most popular site in
India
7.2% of Pinterest users come from India
and they generate 6.6% of the page views
Video sharing sites are accessed by
more than 70% users
100+ million internet users in India and counting
67% of Indians who are on the web use online reviews to help them
make purchases
60% Indians who are social media users are open to being
approached by brands
Having social media presence connotes ‘innovations’, ‘customer
friendliness’, and ‘sense of cool’
1/4th of Indians were able to recall brands using social media
Source: Ethinos Digital Marketing

3. Real Estate Industry + Social Media use
Source: Mashable

4. Real Estate Industry + Social Media use
According to National Association of
REALTORs 94% of home buyers start their
search online
Buyers eliminate home because of no or poor
online presence
Source: Mashable

5. Why video
Source: Mashable

6. Real Estate Industry + Social Media use
The Real Estate Industry has larger presence on Facebook and YouTube in comparison
with other small businesses
Most of them are catching up on Twitter

7. Real Estate Industry + Social Media use
45% people viewed video walk through, followed by 29% who either located or
connected with real estate agent and 21% visited/viewed the project site
32% of buyers found the home they purchased through online

8. Indian Real Estate Brands on Digital Media
Tata housing Development Company Limited
Purvankara
Sobha Developers
Prestige Group

9. Digital Presence Mapping
Facebook Twitter LinkedIn YouTube Google Plus Blog Flickr Wikipedia
Tata Housing
Purvankara
Sobha
Developers
Prestige
Group

10. Digital Metrics
Facebook Twitter LinkedIn YouTube Google Plus Flickr
Tata Housing 68k+ 567 1,733 1.7 lac 21 circles 61 pics
fans followers followers views
Purvankara 1k+ fans 69 N/A 303 N/A 190
followers views pics
Sobha 9k+ fans 526 354 11k+ 109 circles N/A
Developers followers followers views
Prestige 2.8K+ 140 458 97k+ N/A N/A
Group fans followers followers views

11. Content type:
Project details/promotions
Industry news
Vastu/feng shui tips
Project walkthrough
Homecare tips
Architecture/design pics
Topical topics

12. Dedicated “customer support” tab on Facebook page
“Ask the expert tab” on home buying tips, home care and maintenance etc

13. Tata housing on handling negative comments
Poor quality
Project delay
"When we see negative conversations, we try
build on them and put the right perspective
forward, reason it out. If there has been a
project delay, we tell them the ground reality
Project delay about why it happened," says Rajeeb Kumar
Dash, head of marketing services at Tata
Housing.

14. Flickr page showcases projects
pics, designs, interiors, architecture etc
Twitter page for one on one interaction on real
time
Videos on CSR initiatives on Youtube
Project walkthrough, new launches, etc

15. Content type:
Project Launch details
Topical topics
Virtual project walkthrough
Green living
CSR Initiatives
Awards and recognition
Media coverage images/news

16. Sobha developers interactions on Facebook
Business queries
Job queries
Job queries

17. Dedicated Customer Support/query tab
CSR initiative tab on Facebook to publish
different CSR stories
“Customer testimonials tab” on Facebook

18. Property virtual tour on YouTube
Electronic media coverage videos
CSR documentary videos, corporate film
Regular tweets
500+ followers
General tweets on real estate
investment, home buyers tips, industry
trends etc

19. "Many of the comments online stem from miscommunication, which
needs to be sorted out. What is also important is to set expectations of a
customer right," says Jack Bastian Nazareth, COO of Purvankara
Projects, who sees online reputation management as an extension of
customer relationship management.
“We have found that a majority of concerns expressed online are due to
misinformation or a lack of information and we are able to address
these satisfactorily at an individual level through direct engagement,"
says R Karthik, chief marketing officer, Lodha group.
“Consumers in India are very forgiving. They are fine if their voice is heard and
responded to. A solution may take time, but being heard takes care of most of the
problems," says Hareesh Tibrewala, joint chief executive officer of Social Wavelength.

20. Social Media Listening
Listen to online conversations
Identify the topics and the density
Create a response mechanism
Project
delay
Poor
quality
Misinformation
Job
Business queries
queries
Don’t delete negative comments & don’t delay in responding
Respond to each query through one on one interaction
Publicize another options for customers to talk to you (a dedicated customer
service tab)

21. Unique homes
Area lifestyles
Gardens, home décor, home
staging ideas
Share images of cool things people
have done with their homes — great
landscaping, a particularly nice
kitchen, etc
Share images of your listings –
create board for e.g. ‘homes in south
Bangalore”
“Use Pinterest for inspiration and of course referral traffic”

22. Facebook messages
Tweets
Campaigns/contest
Blog topics & post Fortnightly Approval Execution
LinkedIn topics plan
Pinterest pics
Re-pin
Thank You