Timeline of Real Estate Marketing Trend Evolution

Traditional channels such as newspaper ads, outdoor adverts like billboards, and signage posters on cars and buses were very popular during the late 90s and early 2000. They enabled home buyers to gain insights into real estate products that meet their needs at that time while allowing developers generate more leads. In addition, advertisements in the newspaper and radio yielded a considerable amount of interest from customers concerning a project.

The use of traditional channels progressed from 2000 to 2007 before the real estate market experienced a downturn due to the recession. From 2010 to 2014, substantial amounts of money were invested in billboards and offline marketing.

The advent of the digital era introduced websites as marketing media. As more people accessed the internet, searching for terms online to gain insights became prevalent. From 2014 to 2018, hoarding and portals were still active while print ads became less popular. Realtors saw internet as an avenue to communicate real estate products to more communities. It paved the way for property portals for realty sales in the early 2000s.

Property portals are websites developed to engage real estate developers and buyers. Landowners and property developers could then list their products on online portals for buyers to see. This channel has continued to evolve over the last decade. Developers now own websites where they list all products.

The Real Estate Regulation and Development Act of the Parliament of India was introduced in 2013 as the realty sector advanced. The bill, which became law in 2016, seeks to protect home buyers and boost investments in the real estate industry.

The Act provides guidance for Real Estate Regulatory Authority and other relevant authorities on real estate project and agent registrations. It also states the functions of realty promoters and the rights and duties of allottees.

The passing of RERA into law brought a revolution in real estate marketing activities in India from 2017 to date.

Over the course of 2018 to 2020, digital marketing was a major factor in sales. 70% of purchases were made through channel partners, prompting activation strategies like introducing CP slab schemes.

How the COVID-19 Pandemic Changed Real Estate Marketing?

The real estate market continued to thrive with property portals, and developers began to adopt new digital marking trends. However, the overhead cost as much as the market was mostly CP-driven. Most of the revenue came from avenue around 2018 and 2020 before the COVID pandemic.

Although there was a marked slowdown in 2020 due to the pandemic, real estate marketing experienced a total turnaround. The marketing approach changed during the COVID pandemic when developers needed new communication channels to reach people. The lockdown brought a total turnaround in real estate marketing.

Digital marketing became widespread. Home sales trends changed, introducing tech innovations like virtual house tours and video marketing. Researchers shows that people became more open to virtual real estate shopping during and after the pandemic.

From 2021 to 2022, strategic partnerships came into the picture. Most developers began to join various mandate firms to get high-velocity sales and successful product launches.

How Real Estate Developers Have Benefited from Strategic Partnerships?

Strategic partners have changed the traditional methods of selling real estate and broadened sales pipelines by leveraging digital products and services.

They work like a consultant in real estate marketing, to ensure that the products reach to customers. Strategic partnership is more like co-branding providing sales, implementation, and customer support services. They help real estate developers generate revenue and increase their market share by distributing the product and enhancing sales velocity. This marketing trend is more complex and ever-evolving than others.

Through strategic partners, developers can access CP distribution channel, agents, best agencies, customer support, value-added resellers, affiliates, and tech solutions. They can leverage these opportunities to increase sales and build a strong brand voice.

Increased sales velocity helps developers save up to 12-14% on construction costs, which yields better IRR. Strategic partnerships provide expert services in marketing strategies, CP networks, and CRM operations. With these services in place, developers can focus on core competence, knowledge, and data-driven decision-making.

Bottom Line

A strategic partner like Maestro Realtek in real estate can provide a range of services that help to maximize the return on investment for any unsold or stacked inventory, project, or development. They can offer marketing, advertising, and sales strategies that help to generate fast sales and cash flow, as well as assistance in pricing, negotiations, contracts, and other aspects of the real estate transaction.

Additionally, a strategic partnership can offer peace of mind to the seller by taking care of the details and allowing them to focus on other aspects of the business. This can be a great benefit for any real estate investor, developer, or property owner.

Authored By

-Nitin Gupta

Founder & MD, Maestro Realtek