A look at what performance based marketing is all about and how real estate giants can leverage digital going forward. Here's Aji Issac Mathew's, CEO of TechShu, presentation from Digital Success for Real Estate event in Kolkata.
13. Component 1: How people buy
What %?
Brand
Recall
Research &
Discovery
Impulsive
14. Component 1: How people buy
Takeaway: Focus your efforts on research & discovery than creating branding or
interrupting people.
Brand
Recall
Research &
Discovery
Impulsive
15. Component 2: Channels
Takeaway #2: Don’t invest on SEO unless you have some niche keywords.
Brand
Recall
Research &
Discovery
Impulsive
Creative Campaigns
Social Media
Content
Utility etc
Search Paid
Marketplaces
SEO Organic (??)
Facebook Ads
Display Ads
16. Said that, invest on Hygiene, always (#3)
Example: Like brand keywords seo, property keywords SEO, positioning, brand document etc
Brand Hygiene SEO Hygiene
Social Media
Hygiene
etc
17. Component 3: Buyer’s journey
Marketplaces
Paid Ads
Branding
This is your game, how well
can you do it? Build your
website for research.
19. Big Takeaway #4:
Capture Intent from the right channel (generally expensive),
use cheaper channels (remarketing) to create interest and
consideration for your property.
20. Component 4: Positioning & Messaging
Function vs Emotional
Premium Properties / Affordable segments
Takeaway #5: Balance Communication between
emotional and functional. Different properties will
have different mix.
21. Secret: Positioning is the
glue that holds all your
messaging
Takeaway #6: Think extended communication
while positioning
22. Component 5: Sales / Marketing Handshake
Takeaway #7:
Great leads -> Great Sales
Marketing automation
CRM
23. Component 6: Structure, Structure
Takeaway #7:
Structure everything and
manage it is as a business.
Dashboard
KPI
Flow from business to channel,
not the other way.