Marketing & Branding In Real Estate During COVID 19

We are well aware that due to Covid 19 lockdown since March 2020, real estate sales have not only slowed down during the festive season, affecting the cash flow of many developers.

In these trying times, developers are expected to focus, innovate and evolve in order to reach out to their target audience. Many developers have expressed reservations about performing site visits what if one of them is infected with the virus and spreads it to other prospective buyers? This could also lead to a halt in the construction process.

Marketing of real estate cannot expressly depend on traditional media such as print or outdoor anymore. One will have to focus more on digital media during lockdown and thereafter as well. This need not be just a lead generation tool.

We at Brandniti have been recommending developers to utilise Motion Graphic Videos, Virtual Technology and 3D Walk-through to display their products to prospective buyers. Organising webinars to give insight on the market to customers and generate organic interest. One strategy we have proposed to our clients is to have one on one zoom or google duo presentations with prospects and hold meetings to resolve queries and assist in booking an apartment.

We have also introduced an online booking process with payment gateway, wherein a buyer can pay a small token amount online by credit card/net banking and simply block his preferred choice of apartment. Post lockdown, he can visit the site within 3 months at his own convenience and complete subsequent process.

We believe Marketing and Branding of real estate projects hereon are not going to remain as it was post Covid19. Developers will have to evolve, but as a strategic marketing partner, we will have to innovate and keep offering them innovative solutions and communication opportunities to reach out the target audience, and help them enhance sales results.

Haresh Motirale

Founder, Group Managing Director - Brandniti | Patabadlo PropTech | Ishtaan Real Estate |