Advett Dixit - Real Estate Marketing,sales and technology.

आपल्या कडे मार्केटिंग आणि सेल्स अशा दोन वेगळ्या टीम शक्यतो नसतात किंबहुना  मार्केटिंग ,सेल्स अँड पोस्ट सेल्स सर्व प्रक्रिया एकच टीम आणि व्यक्ती करत असते .  अशा वेळी काय करायचं ते पाहूया .  प्रॉपर्टी /फ्लॅट विक्री मध्ये मार्केटिंग म्हणजे काय? १. रीच  - म्हणजे जास्तीजास्त टार्गेट ऑडियन्स पर्यंत पोहचणे  २. कन्टेन्ट - म्हणजे आपण त्यांना आपल्या प्रोजेक्ट आणि प्रॉडक्ट बद्दल काय सांगतोय ती माहिती.  ३. ह्यॅमररिंग - म्हणजे त्या रिच ला आपण हा कन्टेन्ट किती वेळा सांगतोय  ४. एन्कवायरी - म्हणजे संभाव्य गिरायिका कडून विचारपूस व तुमच्या कडे फ्लॅट घेण्याची इच्छा दर्शविणे.  शक्यतो , ह्या टप्यातला पहिला भाग  हा मार्केटिंग असतो व उर्वरित सेल्स  म्हणजे जेव्हा तुम्हाला लक्षात येतं  कि ह्या एन्कवायरीला  आता हे पटलं  आहे कि तुमच्या कडे फ्लॅट घ्याला हरकत नाही आणि त्यांना जसा हवा तास फ्लॅट तुमच्या कडे उपलब्ध आहे आणि तो घेण्यासाठीची आर्थिक बाजू सुद्धा जमेची आहे, त्या क्षणी मार्केटिंग थांबतं  किव्हा थांबवावं  आणि सेल्स सुरु होतो.  ...

Pareto’s Law and Real Estate Marketing An Italian Economist Vilfredo Pareto in 19th Century had written an mathematical model for income distribution in Italy that stated that 80% of the land owned by 20% of people. Wealth was not evenly distributed. Joseph Juran in late 1930’s helped General motor to solve some issues pertaining to productivity in manufacturing but landed finding a solution for decoding the “Code” and “Encoding “ as well - cutting he long story short he found in this process that all the tasks and efforts don't affect the outcome equally and in fact very few tasks and efforts are responsible for the majority of the solution or result that is expected. This applies to everything - he concluded later on when he studied and applied, Pareto rule. He called this research   manuscript as “ Pareto’s principle of unequal distribution” You will see there is a huge significance in this principle, from biology to astronomy.   And from banking to marketing. 80% of your r...

Channel partner is not a new phenomenon, some call them brokers or agents, while others as sales partners or channel partners. Here channel partner essentially means an organization that facilities real estate developer to sell real estate and gets a percentage share in exchange, a brokerage. Channel partner term is relatively new and has hit the high with advent of internet property listing portals. Initially it was believed that the property listing portals would cannibalize the real estate broking business and initially they did try to do it but due to few known and other unknown reasons, it did not continue that path of removing the middle man between Builder Developer and the Buyer. Reasons for this are partly because real estate companies were not concerned if they had to pay a brokerage or not (generally) also from portals point of view the cost of customer acquisition sky rocketed in last five years as rates or google ads, facebook ads and search results costed more and more, m...

#Influencer #branding #realestate Nugget   5 #cost #ROI Most frequently asked question now is  "Whats the cost and ROI?" In all this influencer branding and marketing that you are "nuggeting" about? Thank god atleast they reached the question.  The first essential part we have  to define is what we are looking for (i know it's ultimately the bookings)   Is it 1. Web traffic  2. Branding 3. Participation in a particular contest/offer 4. Lead 5....... 6..... So on The key here is,we have the freedom and power to define what we exactly want and where we want to take it to. It can be an objective that you want a 50000 twitter follower where you build your influence and create a strong network to propagate your brand. It can be an objective that your project fb /youtube page is visited by thousands to upload their video that will be showcased by your company and have an award of some sort. And  So on The straight answer to it  "Cost and ROI w...

#Influencer #branding #realestate Nugget   4 #Sports #endorsements It’s interesting find, that many of the sports persons locally, nationally and internationally have more quality fan following than TV stars and celebrities. Your local wrestler, shooting champion, Swimmer, Footballer etc has followers over Instagram and Facebook in lakhs( if she or he has represented nationally or internationally). Their followers are genuine and all ears to what they say and, what I see is, a golden opportunity for us. I think you got what mean to say. But please don’t, don’t, don’t use them to advertise, use them to engage and connect with your brand or project. Be creative Be bold. Tip – Always think in terms of traffic on your website. Advit

Nugget 3 #hoarding #website #web #asset 20*40 hoarding printing, transport, mounting and removing costs anywhere between 15 to 20 Rs per sqft per exercise, say you do this exercise 3 times in a year (only). The total Cost to company (CTC) is 42000/- INR. This is not rent just the printing, mounting etc. Do we spend this much amount on our website every year? And do we think, there might some more value to it if we flag an interesting concept with our web asset as we do elsewhere? Why not try to play a little bit of your hoarding Printing and mounting budget say, of just one hoarding of the many , you have and use it to create web asset that may last for more than year? Can we not use this web asset in a creative way with the help of few influencers to create traffic on it for specific reason and time, giving you something more than just branding, you get engagement.   Major benefit – The rental you save by giving up one hoarding. Major Gain –Very few are focusing ...

  Nugget 2 #story #telling With some solid fact based story that your project or company has (of your client, staff, worker or anyone associated with your company or project) sow, that story - with an appropriate influencer who tells that story on behalf of you (with your project name or your company name playing a background role in the entire story). So if you have celebrity clients, some renowned artist or writer or anyone who has special story to share and stays in project you handed over or currently in process. It has a 100X impact than an advertisement format especially online. It takes curation but ‘hey it’s damn fresh and impactful’. Make sure the influencer is also the part of the story and feels connected with it. Honest, Fact full and heart felt stories are what people looking for and I believe there are many around us. Even one story this year will do. Start with one story. Cheers Advit

#Influencer #branding #realestate Nugget #1 #location  #courtesy Location courtesy is one of the best thing to offer by a real estate company. Influencers mostly like to have their videos in different locations or landscapes. Providing your plush office or a project club house or a sample flat for them to shoot their video with a constant location courtesy text on the video that will make a good subtle way to brand your project or company especially when the influencers audience and your target group is overlapping. Make sure the influencers gets the location for the shoot  free  and so does your company gets the location courtesy branding in exchange. Cheers Advit

It may seem easy to exercise same branding techniques on digital that we usually do on physical or conventional media. But it may not prove effective. Why?Because the basic foundation of digital media was based on a completely open platform and freedom to see whatever and whenever they want and   how they want. This is not what conventional media offers, conventional media is more structured it comes with its own rules and viewers also expect the same form these media, when they choose to engage on the conventional media. The way two are consumed are completely different so when we plan our DIGITAL BRANDING campaign we need to understand following unwritten rule, where your story or theme or message of campaign will remain same as on the conventional media but the offering will change drastically on digital platform.   1.        Brand presence – Choosing the best suited platforms for your branding. Any and every brand is seen greater or ...

We all either have subscribed to them or followed them knowingly or unknowingly for the content and posts they share on social media. As a follower, it is the information or knowledge that we gain from the influencers, is what attracts us to them and also we sometimes like to belong to a certain kind of people or tribe. The digital influencers are precisely what they are - “Influencers” For example there are many popular youtubers who give high quality information and insights about new mobile phones and give their opinion about the product and their features.Similarly there are instagram influencers for travel,photography and personal grooming kind of subjects. There are facebook influencers who work on subjects like cooking,lifestyle coaches,fitness expertise etc. So there are lakhs of influencers with crores of followers. Now, how does this help us as a business owner and someone who likes to use it for branding or even driving sales? And how can we start using these digital influen...

Building a digital culture for the sake of it, is not advisable. But if this pandemic has not taught us the “need for digital culture” then what have we learned from this pandemic, for our businesses? Real Estate business is messy when it comes to getting digital. At the same time that is the only reason we should create a digital culture. Why should we have a digital culture? ·          Almost 80% of our work force work at something called, site!   ·          Almost all of our expenses are done for the site and ·          Almost all of our success depends on buyers coming from different location to visit our site before they buy. ·          All in all –there are a lot of things that are happening which we can’t be control sitting in office. So we need information and system that will give us real time pulse of...

Virtual reality (VR) and Augmented reality(AR) are pretty stable technologies with large application in show casing the project, flats and other marketable features to the client. Before diving into other interesting application of VR and AR,let me first revise on what exactly VR and AR means. Virtual reality is clearly science of creating the reality in the virtual space that is on the screen or oculus like special visual output devices.These VR renders are made using highly advanced software and rendering techniques that give us the feeling that we are actually in the flat or in the real location without moving an inch. Augmented Reality is also straight forward. The word augment means adding something upon the existing.The augmentation that is done is either on the VR render,video or on the real time objects which have hidden triggers.When we move our phone camera over a part in the physical space or object there are certain triggers that are hidden on the object or space that...

We all have heard it probably more so in recent past that " data is new oil".  I feel that the meaning is slightly different than it is generally interpreted. First lets be clear , data is data and oil is oil.  Data can never be commodity and the reason is data is unlimited and infinitely produced, owners may be limited and I feel governments will ultimately go for the kill once it reaches the level of commodity trade or monopoly kind of situation. And ultimately it will be a open source with few restrictions. For us all,What actually "data is the new oil" really means let me explain. We all agree that like physical world there exist a digital world and post internet there is big surge in data creation and data usage, here by data I mean the information data points and not the internet data pack ( that has nothing to do with this blog) This data created is as simple as the sms we send each other,random images we exchange or emails that fly every second- this is an u...

IOT is Internet of things, humans use internet to communicate with each other. We send files, forms, replies, and instructions etc what would happen if the “things” start communicating with each other and start doing the same with no human intervention. This is what Internet of things precisely is. The   things like machines, pumps, appliances etc when they start sending information about their functions ,performance, state of operations, its health status to another thing that will take certain decision based on the communication is what internet of things basic logic. Two things communicate so that they work better. Now, how does that help us? Imagine none of your office staff or site staff could communicate by any means not even by speaking to each other and they work with that lack of communication, what will happen? Yes, there won’t be any work done until they communicate or some other person passes the message or they themselves try to do everything as they could not ...

  Based on some observations and obvious assumption I have tried to write down some key points on decision of buying a home may be based on. 1. It will be based on buying a home for the family rather than an investment and ROI  purpose. Everyone know that there won't be an immediate rise in property prices in general so,no one expects you sell that. What one is more concern is the quality of product and financial feasibility. 2. The Carpet and Usable area needs  may have changed as they experienced the difficulty in their current homes (rental or own) Increased kitchen size with small store room can be a new demand, more number of bathrooms rather then larger size of it, bigger seatouts liking living room,terrace etc. are few things that may  attract. 3. Those "working from home " will think differently and will go for slightly different product whether it is increased size of the home or carved out office cum multifunction room. 4. With that willingness to compromis...