Real estate has long been the most flourishing business in India. It is one of those fields that has never gone out of the market and given real profits. Especially, with India being the largest developing country, the importance of real estate is increasing day by day and so is the competition, spoiling people with a plethora of choices.

Seeing the stiff competition, real estate brands have been coming up with innovative marketing strategies to stay advantaged in the battle. Real estate brand advertising is a sensitive area as even a single product or buy is very important. Since a considerable amount of capital, as well as personal feelings, are attached when a person invests in a property, real estate brands need to be very careful with their marketing strategies.

That’s why most real estate advertising features profitable logic and emotional touch. In this article, we will discuss some of those real estate brands’ marketing strategies that helped them to make an impression in the market. 

What are real estate brands?

Real estate brands are those companies that deal with managing, investing, buying, selling, and developing properties. This includes bare lands, residential homes, apartments, commercial buildings, and more. These businesses play an essential part in making the public aware of the available properties or the ones that are useful to them. 

One key point regarding real estate brands is their indirect relationship with the customers. The properties that come under the dealership of real estate brands go through a long process to get purchased by the public. Real estate brands, usually, have a wide network of agents that help them negotiate and sell the properties to the buyers. 

The revenue of real estate brands comes from the commission they make by selling a property, which is a certain percentage of the total sale price. This real estate field is an important factor in maintaining the country’s economy. Apart from finding the right property for the public, it helps to build and develop the nation’s infrastructure.

What are the popular real estate brands in India?

There is a large number of real estate brands in India, and seeing their importance and growth in the market, more and more startups are surfacing. From residential, hospitality, and social to commercial and retail, the country has all kinds of real estate businesses. 

DLF Ltd. tops the list of real estate companies in India, being in the market for 75 years. Godrej Properties has also ranked its position in the list, winning over 250 rewards and recognitions. NBCC India Ltd. is a government enterprise that has achieved the status of “Navratna” in the industry. Incorporated in 2006, Indiabulls Real Estate Ltd. is known for building luxurious commercial buildings. Oberoi Realty Ltd., owned by Vikas Oberoi has assets worth Rs.11,000 crore. 

All these real estate companies are the top leaders in the property business. From time to time, these brands have shown class, luxury, and quality in their work and have contributed to the development of India’s economy. Needless to say, the sector is thriving.

Top Marketing Strategies Case Study: Real Estate Brands

Following is a list of marketing strategies of real estate brands that have proven to be most effective to prosper in the industry.

Print Advertisements

Print advertisements include printed ads in newspapers, pamphlets, posters, magazines, etc. One key element of this real estate brand’s marketing strategy is that it gives the companies and advertisers a range of options to choose their medium according to their sources and available capital. Real estate brand products can be often seen in newspapers and magazines alongside other content.

And as we know, India is a country where people rely more on newspapers than on internet news, and a large part of the society takes pleasure in reading physical magazines, print advertisements go a long way with how this country consumes their content. 

Billboards

This is the most popular and used marketing strategy of real estate brands. Billboards are an interesting and fascinating way of displaying real estate brand products to a large number of people. And even if people don’t read too much into it, they definitely notice the brand name which rings a bell later when needed.

This real estate brand advertising is a great way of waking interest in people’s minds about buying a house or investing in a property. Apart from this, this real estate brand branding idea also tells how well a brand is doing.

The idea of a Dream Home

This is a very smart marketing strategy of real estate brands, where they often advertise about finding the right property which people fantasize about. This real estate brand advertising focuses on peeking into the materialistic emotions of a person and tapping into that. 

Subconsciously, people somewhat make up their minds about owning a perfect house, and whenever they plan about it, the brand image comes to them. As a result, they contact that company at least once, even if they are not sure. And as simple as that, companies get new potential customers.

Green Campaigns

This is a clear case of cause marketing used in real estate brand branding. Real estate brand products or projects are often advertised about how environmentally conscious they are. Nowadays, buildings and constructions are carried out in a way that reduces the adverse impact on the surroundings and the atmosphere.

This works like a charm for the people as it directs the moral compass of people and they appreciate such initiatives. Not only does it increase sales, but also polishes the brand image showing its core values and ethics.

3D Representation

With the world getting digital by the day, real estate brands’ marketing strategies have also come up with the idea of including technological advancements in their branding. A 3D representation helps them make their pitch more presentable and explain the project to the customers in a better way. 

Customers, too, get a more detailed view and information about what they are dealing with, which ultimately gives credibility to the brand. This idea used in ads also fascinates people to at least check out the project once. As a result, there is an increase in the potential customer base.

Charitable Collaborations

This is probably the most appealing and smartest real estate brand branding idea. Big companies that deal with property business, often advertise how they take initiatives on giving back to society. They collaborate with other businesses that work for social welfare or NGOs so that they can also be considered a part of the cause.

Along with earning large amounts of revenue and making profits, these companies are bound by certain expectations and responsibilities. So they reserve a percentage of their earning and donate it to charity. This helps them make a positive image in the minds of the audience and increase their brand value.

Online Presence

It is very obvious that people have gotten used to the idea of going on the web before buying absolutely anything. And like any other business, real estate brands’ advertising teams have also understood this. Almost every real estate brand has its own website designed for better reach.

A professional website displays every piece of information, from catalogues to prices of properties. It becomes easier for people to find their way to the brand as well as for the companies to reach their potential customers. Also, this marketing strategy of real estate brands bridges the gap between the audience and companies so that they can deal directly. 

Digital Advertisements

Digital advertisements include multi-media ads on Television and Radio. Such ads come in between content or shows so that they grab the attention of the viewers. It gives the advertisers a creative space to display their prospectus of properties in a presentable manner.

This marketing strategy of real estate brands in the form of an audio ad on a radio show and video on a television show engages the audience to a greater extent. Since a large population owns TV and digital radio, the aired ads reach the maximum number of people.

Conclusion

Adding to the above points, it can be concluded that real estate brands’ marketing strategies have developed and become more creative. Real estate brands’ branding involves a lot of people-pleasing and sophistication. Real estate brands’ advertising has started investing in technological innovations and stepping up their marketing strategy. With the use of cause marketing and green campaigns, they have been able to influence the audience towards them and put up a positive brand image.