Advanced Tools in Digital Technology Are Reshaping Real Estate Marketing

Asha Singh, Senior Vice President Marketing & Communications, 360 Realtors & axon Developers

Indian real estate sector is rapidly undergoing a transformative shift, driven by advancements in digital marketing, artificial intelligence (AI), and marketing automation. These technological advancements are reshaping how real estate businesses operate, engage with customers, and drive sales.

With the proliferation of internet users and the increasing penetration of smartphones, digital platforms are increasingly taking over traditional marketing, especially because of segmented and targeted campaigns, which gives more tangible result with better ROI. Digital marketing segmentation and targeting on demographic, psychographic, technographic, behavioural and geographic lines, ensures that marketing efforts reach right audience at right time with minimum cost and maximum returns.

Digital Marketing is now aided well by Artificial intelligence which provides insights and automates tasks that were previously manual and time-consuming. AI is also enhancing the customer experience by personalizing marketing efforts. By analysing customer behaviour and preferences, AI delivers personalized property recommendations, targeted advertisements, and customized email campaigns. This level of personalization is increasing the likelihood of converting leads into sales. In addition to above, marketing automation platforms are streamlining and automating repetitive tasks, such as email marketing, social media posting, and lead nurturing.

The integration of advanced marketing technology, or martech, is enhancing the capabilities of digital marketing, AI, and automation in the Indian real estate sector. Martech solutions include tools for data analytics, customer relationship management, content management, and more. Virtual reality (VR) and augmented reality (AR) are emerging as powerful marketing tools in real estate. VR allows potential buyers to take immersive virtual tours of properties from the comfort of their homes, providing a realistic and engaging experience. AR can enhance physical property visits by overlaying digital information, such as property details and design options, onto the real-world environment. Data analytics tools help marketers gather and analyze customer data from various sources, providing insights into customer preferences, behaviour, and market trends. This data-driven approach enables companies to optimize their marketing strategies and make informed decisions. These advancements put together are enabling real estate companies to reach a wider audience, engage with customers more effectively and get high ROI on marketing cost.