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Best Practices for Real Estate Facebook Campaigns by Sashi Mahavadhi, from Facebook (Meta)

INTRODUCTION

BeyondWalls- an integrated PropTech ecosystem for real estate in India, recently organized an event titled ‘Hyderabad Realty- Innovations in Marketing’. The aim of the event was to bring together esteemed industry leaders from Hyderabad for a discourse on market insights, consumer demands and marketing innovations.

As a part of the event, Mr. Sashi Mahavadhi, a Digital Expert from Facebook (Meta) shared some insights about real estate campaigns on Facebook. These insights focused on the optimization of such campaigns, which could navigate the dynamic consumer behavior and Facebook algorithm to produce successful results.

Here are some of the crucial Take-aways from the real estate campaign optimization session:

The excerpts of the session can be heard in an insightful video on the ‘Best Practices for Real Estate Facebook Campaigns by Sashi Mahavadhi, from Facebook (Meta)’

7 Levers for Campaign Success:

A campaign is affected by a variety of factors that work collectively and individually to determine its level of success.

Campaign Objective:

  • It means the goal with which the campaign is being run
  • It should be clearly defined according to the type of project that is being marketed
  • Luxury campaigns should have niched objectives that focus on showcasing the project

Targeting:

  • It means identifying the audience that is to be reached through the campaign
  • The algorithm is designed to recognize sizeable target sizes
  • Having narrow targets will delay the learning process of the algorithm, and negatively impact the campaign

Creative Format:

  • Campaigns should ideally include a combination of vertical, horizontal and video creatives.
  • Videos should align with the user trends, and be made mobile-first in a vertical alignment
  • The timing of videos should be under 15 seconds to capture attention

Optimization:

  • A campaign should optimize its outcomes before venturing into lead generation
  • The project, its target audience and the pricing strategy behind it should be carefully understood

Bidding:

  • The initial approach should be to opt for the lowest-cost bidding
  • It is essential to understand the price that consumers are willing to pay per lead
  • Once this happens, a different budget mechanism can be chosen

Measurement:

  • Campaign success is driven by an understanding of the behavior of leads online
  • Measurement is easier with digital channels in comparison with any others
  • The average cycle to close a lead lasts 45-60 days, which must be reconciled with campaign statistics while measuring its success

Placement:

  • It is preferrable to opt for the auto-placements, and let the system make the decision for you
  • A few weeks into the campaign, placement sets which are not suitable can be negated
  • This is not recommended at the starting stage because there are no available insights into how the audience functions

Learning Phase Best Practices

Learning Phase is not an optimum state for a campaign to be in, since the Cost per Lead increases during this time.

Efforts should be made to keep the campaign in the active state always.

Avoid Frequent Edits:

  • The Learning Phase is extended for most campaigns because of frequent changes being made
  • These constant changes prevent the algorithm from stabilizing

Edits that Will Cause an Ad to Re-enter the Learning Phase:

  • Changes that make a campaign go from active state to learning phase can be quantified in some aspects
  • Parameters like budget, bid amount etc. can be changed within a margin of 20%
  • If more drastic changes are frequently made, the campaign gets pushed back to the learning phase
  • This transition impacts all subsequent metrics

Avoid Having Too Many Ad Sets:

  • Having too many ad sets at once will cause each ad set to deliver less often
  • Fewer ad sets hence exit the learning phase to enter the desired active state
  • This leads to more budget being spent before the delivery system has fully optimized performance

Avoid Low Conversion Volume and Constrained Setups:

  • Test new creative and marketing strategies to improve your performance over time

Increase Budget Liquidity:

  • Calculate daily budget based on 50 conversion/week threshold and use campaign budget optimization

Bidding Properly:

  • Choose the right bid strategy based on your goals and cost requirements.
  • When possible, assign a value to your audience and bid according to LTV
  • If using a bid cap, make sure your cap is high enough
  • It is recommended to set the cap higher than what the goal is

Targeting Best Practices

Targeting simply means identifying the select segment of audience that will be constructively impacted by the campaign.

Classifying the Project:

  • The ideal targeting method should be aligned with the type of project
  • For affordable projects, there are more takers and hence leads can be generated even with broad targeting
  • For premium projects, it is recommended to start with custom-made and look-alike audiences as the target

Custom Audience:

  • The target audience can be customized based on prior data and statistics
  • While building custom audience, the time and frequency of reaching the audience is crucial
  • For accurate targeting, it is a must to have a strong seed audience
  • Seed audience refers to the existing set of users of a business, identified from past projects and consumer behavior
  • For splitting audience, if broad targeting is opted, it should be left to the Meta algorithm
  • If focused targeting is opted, the seed audience is crucial

Special Ad Audiences:

  • Size of the audience should no less than 5,000, and no larger than 50,000
  • It can be varied within 1-5%

Tips:

  • Increase retargeting windows. Ensure retargeting increments align with site traffic volume
  • Bucket special ad audiences into larger groups (i.e.,0-1%, 1-2%, 3-5%, 5-10%)
  • Group together interest and behavior targets with high overlap
  • Minimize audience overlap by using proper audience exclusions
  • You have the option to auto refresh your custom audience so it’s not manual work

Creatives – Best Practives

Creatives are the foundation of good real estate marketing, as they dictate the visibility and engagement of a campaign.

Best Practices for Videos:

  • The conventional practice of detailed videos which last 40+ seconds, is not advised
  • The ideal video content should be under 15 seconds
  • The brand should come forth within the first three seconds of the video
  • It should focus on showing only one aspect of the project at a time
  • This engages the audience more and differentiates the content from other, cluttered videos
  • Videos should be optimized to be understandable even without sound
  • They should be in vertical format suitable for mobile

Diversify Formats:

  • Creatives should not be one, standard format
  • New and advanced technologies like Augmented Reality (AR) can enhance marketing efforts

Single Focal Point:

  • Ensure that you’re only asking people to look at one thing
  • If you already have assets, consider cropping them so the focus of the image is framed nicely

Highlight Your Service:

  • The value proposition should be clearly displayed through the creatives

Inspire Action:

  • Use the copy or call-to-action button to motivate the audience that is seeing your campaign to act
  • What is needed and expected from the audience should be communicated

Take Up Real Estate:

  • When thinking about creatives, take up as much space as possible
  • Recommended formats are 1:1, 4:6, and 9:16 for stories

Creatives – Empirical Learnings

Broad Classification of the Types of Creatives for Real Estate:

  1. Lifestyle
  2. Amenities (such as Pool, Interiors, Lobby etc.)
  3. Offers
  4. Stages of Construction

Real Estate-Specific Observations:

  • 6 second timing works the best, and gives 4X CTR compared to Image Ads
  • Banner Ads have 1.5X times the CTR of Carousal Ads
  • Balcony View has a 10% higher CTR than Living Room
  • Signature sign for every creative is a must, as branding plays a big role in Real Estate buying

For more insights on the effectiveness of digital campaigns for real estate, and insights on how they can be optimized, reach out to us!

PDF Resource: RE Facebook Campaign Strategy by Sashi Mahavadhi

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Innovations in Real Estate Sales and Marketing in 2022

Pandemic brought in a tectonic shift in every industry including the real state. It changed the way we perceived or did business. Real estate transactions have traditionally been time-consuming, however, several new innovations in the last few years have helped advance every aspect of home-buying. In the aftermath of the pandemic, builders and other stakeholders have adopted technology and changed the way they do business. Two of the major processes that have seen significant changes are Real estate Sales and Marketing.

BeyondWalls in association with ET Realty conducted a Panel discussion moderated by Ankit Sharma, Principal Correspondent (ET Realty) to discuss how the sales and marketing strategies have changed or will change in the future and invited the industry leaders to share their valuable insights on the same. The industry leaders that were invited are:

  1. Mr. Anupam Verma, President & CEO, Rustomjee Urbania
  2. Mr. Sriram Iyer – MD & CEO, TVS Realty
  3. Mr. Mallanna Sasalu, COO, Provident Housing Limited, Puravankara Group
  4. Mr. Vikram Kotnis, MD & Executive Director, BeyondWalls

Changes That Are Seen in the Sales and Marketing of Real Estate in the Last 2 Years:

Mallanna Sasalu, COO, Provident Housing Limited, Puravankara Group

What we were doing 2 years back: Traditional mediums like newspapers to advertise our project.

Built the sales and marketing office near the site of the project, gave homebuyers the tour of the project and that built the sense of connection in the homebuyers for the property

What we do now: The challenge started with how do we reach the homebuyers or homebuyers reach us. Technology came In and transformed it into another level. We started having virtual tours and gave homebuyers were given virtual tours of the various projects and homebuyers were able to book a flat virtually just like booking a hotel. “

– Said Mallanna Sasalu, COO, Provident Housing Limited, Puravankara Group

How Easy or Difficult Was It to Train Your Own Employees and Homebuyers and Transform Your Own Business Model with Respect to the Changes?

Anupam Verma, 𝐏𝐫𝐞𝐬𝐢𝐝𝐞𝐧𝐭 & 𝐂𝐄𝐎, 𝐑𝐮𝐬𝐭𝐨𝐦𝐣𝐞𝐞 𝐔𝐫𝐛𝐚𝐧𝐢a

“The average age of the people facing customers is below 30. Their ability to adapt to any kind of changes and technology is very high and they were able to do the job from day 1 or day 2, they did not need training, they just needed guidance.

As far as the business processes are concerned, we had to go through the process of learning. We realized that with virtual experience, with proper lead management, we were trying to create a prospective base that was likely to give higher conversions.

With Regard to customers, it depends on what they do and where they belong from, as IT people were quite comfortable with the process but some were not. We assured them to trust us and motivated them to visit us. “

– Said Anupam Verma, President & CEO, Rustomjee Urbania

Are Developers Ready to Adapt to Technology and the Way They Do Their Business?

Vikram Kotnis, MD & Executive Director, BeyondWalls

“During covid, technology adoption became very high and then they turned to distribution. Distribution was the easier route as everyone has done that before Although we have been building tech for real estate for the last 10 years. We have built everything from AI to where your customer is sitting in your Real Estate Sales funnel pipeline but adoption is barely at 25%. The gap is between the tech and business sides of real estate. They need the right person to bridge the gap between these two aspects and this is where the real estate industry has been lagging. More tech people need to be employed in real estate.”

– Said Vikram Kotnis, MD & Executive Director, BeyondWalls

How Will You Use Technology to Acquire New Customers if You Are Moving to a New City?

Sriram Iyer - 𝐌𝐃 & 𝐂𝐄𝐎, 𝐓𝐕𝐒 𝐑𝐞𝐚𝐥𝐭𝐲

“If I talk about Tier 2 and Tier 3 cities, as a strategy I would go with plotted development first to establish the track record. What is important as a developer in a new city is to have a track record. How to establish that? That is where Brand building exercise becomes very important. There is always an entry cost to enter a new region and that is why real estate has been a localized business except for some brands.

To enter a new region, reach out to people about the track record, governance, quality of your product and the list of the happy customers and then after some time customers will revert back. If your pitch is fundamentally strong, then you can gain market share.”

– Said Mr. Sriram Iyer – MD & CEO, TVS Realty

To know more about the discussion and get more insights on innovations in RE sales and marketing, watch the video of the panel discussion here:


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BeyondWalls Celebrates Channel Partner (CP) Summit 2022 in Pune

BeyondWalls conducted the 2nd edition of the Channel Partner (CP) Summit at Orchid Hotel, Pune on 7th March 2022. In this event, two new projects were introduced, Aishwaryam Insignia and LA Centra.

With the participation of more than 400 Real Estate Channel Partners, the CP Summit 2022 acted as an avenue to bring forth a new and lucrative scheme for the brokers- ‘The BeyondWalls Special Incentive Program’. Under this scheme, if a broker makes one property booking with a customer, they will earn a maximum incentive of Rs 5000. Their average incentive will also sum up to Rs 5000,” explains Mr. Vikram Kotnis, the Executive Chairman and MD. “Similarly, if a broker makes 50 bookings, their maximum incentive will increase to Rs 10200, and their average incentives will go up to Rs 7500, respectively. The amount of incentive will increase with the increase in the number of bookings,” Vikram added.

Furthermore, Mr. Vikram announced that more than 700 units of property are expected to be sold in the next 45 days. The brokerage amount to be released will range from Rs 10-Rs 12 crore.

The CP Summit 2022 also witnessed the celebration of the major achievement- 57 Midtown, which shed the spotlight on BeyondWalls reaching the milestone of 78 bookings in the last three months.

In this event, we also launched the BeyondWalls Brokers App. Through this app, the homeselling process for brokers is aimed to be simplified. The brokers will be able to stay connected with BeyondWalls and also receive major updates on the go. They will receive quick updates about new launches and will be able to stay updated about the best offers and top projects.

The evening proceeded with an award ceremony wherein promising brokers were awarded for their dedicated endeavors. The first award segment included the General Category Award. This award was subdivided into three different categories- Rising Star, Site Visit Superhero, Sales Superhero

Under the Rising Star Category, the following CP firms were felicitated:

  • Property Guide
  • Infoest Realtech
  • Perfect homeland
  • Vikreta Realty
  • Shelter Mentors
  • SP Tenacity
  • Hiranandani
  • Prop Solution
  • Global Realtors
  • Homified
  • Espirit Homes
  • Saijeet

The Site Visit Superhero Category recognized the following CP firms:

  • SP Tenacity
  • Hiranandani
  • Prop Solution
  • Global Realtors

Under the Sales Superhero Category, the CP firms that were felicitated have been mentioned below:

  • Homified
  • Espirit Homes
  • Saijeet

The next award segment was conducted to give Project Specific Awards. These awards were divided into two categories- Rising Star and Star Performer. CP firms Saijeet Realtors, Shelter Properties, and Riseonic Estate bagged the Rising Star award, while Proptiger was awarded with the Star Performer award.

About BeyondWalls:

BeyondWalls is India’s leading integrated Proptech ecosystem conceptualized to create a superlative home-buying experience. The tech-driven platform enables collaboration between Real Estate Developers and Channel Partners to provide a seamless end-to-end offering for homebuyers across India. It is an award-winning PropTech firm, which aims to be the one-stop trusted platform for the entire Indian real estate ecosystem.

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Reach to Retention, Leads to Deal: How BeyondWalls Takes Your Real Estate Business to the Next Level?

Technology today is offering markets and sectors various new and innovative tools to improve their services by cutting costs, getting rid of inefficiencies, and offering better solutions. One of the fine examples of this in the Real Estate market is the Prop-Tech (property+technology) Ecosystem that is leading new ways for home buying, property management, tenancy, and estate agency management.

BeyondWalls is a leading Integrated Prop-Tech Ecosystem in India. The idea of BeyondWalls was conceptualized to make the process of home buying hassle-free and straightforward for buyers. At Amura, we had the vision to be India’s one-stop transparent & trusted platform for developers, channel partners & homebuyers. That vision eventually materialized under the brand name BeyondWalls.

BeyondWalls is an all-around property selling and technology integrator for B2B & B2C customers who have everything to do with Real Estate. A robust tech-driven platform, it enables seamless collaboration between Real Estate developers and channel partners to streamline the home buying experience for Indian home buyers, particularly with its CRM solution, Sell.Do.

In this blog, we explore more about the journey of BeyondWalls, how it fits in the Real Estate market, its expertise and legacy in the segment, and how it can help you take your Real Estate business to new heights.

Tracing the Journey of BeyondWalls

Tracing the Journey of BeyondWalls

BeyondWalls started its journey in the Real Estate market as a part of Amura Real Estate, the company with a long-term vision to be India’s one-stop transparent & trusted platform for various stakeholders in the segment, including developers, channel partners & homebuyers.

Creating its own niche, BeyondWalls Real Estate soon emerged and materialized this vision to become an independent leading Prop-Tech Ecosystem for channel partners and developers alike. Starting small, the company has soon become an all-round property selling and technology integrator for both B2B & B2C customers dealing in everything Real Estate.

BeyondWalls: Expertise and Legacy

BeyondWalls, as a Prop-Tech disruptor in the Indian Real Estate industry, is removing the legacy systems of home-buying and business models involving multiple stakeholders and bringing in enhanced transparency by allowing buyer and seller to come together effortlessly. Here are some of the data points to highlight the expertise of the company in the Real Estate segment.

  • The company has 600+ clients across the Real Estate industry in India, with over 16.5 MN+ leads generated across channels
  • There are 17 BN ad impressions and INR 103+ Cr. marketing budget managed by BeyondWalls.
  • The company has reached a whopping 780 MN consumers in a short span of 12 years.
  • Leading the Real Estate space, the company has INR 40k worth of inventory sold and managed over 450 MN+ customer interactions.
  • The brand boasts of 12 years+ of experience in the industry along with 15+ awards for Real Estate projects & marketing campaigns under its belt.

From the time of its inception, the company has helped uplift the Indian Real Estate industry for sales, marketing, and a host of other related streams. Since Real Estate is a space where creating relationships with customers is a key factor in determining sales success, BeyondWalls manages customer relationships via its in-house product Sell.Do, a dedicated Real Estate CRM to incorporate sales and marketing automation in the Real Estate business.

Sell.Do is one of the most effective Real Estate CRM solutions tailor-made for the Real Estate industry, that is equipped with the right set of features to help developers boost their sales and marketing efforts.

An Integrated Prop-Tech Ecosystem for Effective Real Estate Operations

An Integrated Prop-Tech Ecosystem for Effective Real Estate Operations

Coming as an integrated Prop-Tech Ecosystem, BeyondWalls saw the need to empower businesses to manage real estate operations effortlessly. The observations came through operations spread across many factors, including selling, buying, and leasing properties, along with their finances and noted how they take a significant amount of time, effort, and monetary resources. Not to mention the number of resources required to generate leads and look after their individual requirements.

Keeping technology at its front, BeyondWalls brought on advanced solutions concerning sales & marketing automation, effective lead management, the scope for digital payments, and personalised messaging, simplifying the processes mentioned above. Its proprietary software solution, Sell.Do today empowers numerous developers, agents, brokers, and businesses to automate their processes with unmatched productivity and efficiency.

The critical stages of the marketing & sales funnel strategy of this robust Prop-Tech Ecosystem include:

  • Spreading Awareness

    For Real Estate developers and property management companies, spreading awareness simply means that their target audience knows that your property exists. This is the stage where they take various efforts to inform clients about their products/ services.

    BeyondWalls real estate, along with its CRM solution Sell.Do, makes it simpler to spread awareness about the launching of any new project or campaign. It allows developers and agents to be more efficient in the process by helping in running paid campaigns, monitoring existing campaigns, capturing leads, and allowing them to calculate various metrics like CTR, impressions, reach, clicks, video views, view rate, direct searches on the website among others.

  • Consideration

    This is yet another critical phase of the marketing funnel, especially since the chances of losing leads at this stage are high. This is the stage where efforts are taken to keep the leads hooked and engaged with your offer. It is important to focus on communicating with customers about the unique selling points (USPs) of your project, the amenities available, and various other features that the project has to offer. The idea here is to assess the client’s needs accurately and clarify what makes your Real Estate unique. Your USPs must communicate precisely why your Real Estate business is different from all your competitors.

    To navigate this, BeyondWalls, along with Sell.Do CRM, implements various content marketing strategies to engage with their audience. There are several content formats such as blogs, videos, and ads, which are used to nurture the audience. Further, the performance & sustenance of the campaign is also measured through website engagement metrics, leads, CPL, qualified leads & CPQL.

  • Lead Nurturing

    The bigger your Real Estate business becomes, the less time you get to manage the process of lead generation, lead nurturing, and booking management all by yourself or even by a team of employees. To make it simpler, technology has become a major part of Real Estate lead generation and management in Real Estate in recent years.

    What makes it super simple for you to engage your prospects/visitors, do follow-ups, and be thorough with offering required information to your customer is a robust customer management system, which can automate all the tasks, saving you a lot of energy and time.

    BeyondWalls can help you automate the Real Estate lead nurturing and booking process by allowing you to calculate the metrics such as call time, call-back time, missed follow-ups, referrals, leads of bookings, nurturing opens & nurturing link clicks. It allows you to improve the relationship with your customers and leads, manage events and reminder systems better, and much more.

    To avoid losing leads during the process, developers should use a powerful CRM in the Real Estate industry. Using a good Real Estate CRM tool such as Sell.Do can help your sales method recognize drips in the sales funnel and modernize the procedure.

    Sell.Do is an exclusive CRM in the Real Estate industry that comes with built-in phone, email, and funnel reports. These are some of the powerful functionalities in this software to aid in the middle funnel process by making client data easily accessible, automating various tasks, creating a robust layout for sales, and effectively managing your sales campaigns.

How Sell.Do Helps Leverage the Marketing Funnel

How Sell.Do Helps Leverage the Marketing Funnel

Managing end-to-end Real Estate activities including property enquiries, scheduling site visits, managing channel partner sales, handling bookings, staying updated on inventory and more can get very overwhelming.

However, all the above-mentioned activities and data can be efficiently managed on one single platform with minimal effort.

Sell.Do, an Integrated Real Estate CRM serves as a one-stop platform for automating the entire sales and marketing cycle for developers and brokers. Here is how Sell.Do can help you seamlessly manage your data across all the stages of the selling cycle-

  • Setting Up Advertising Campaigns

    Include launching online campaigns from Facebook and Google along with getting customized search ads as per people’s search terms

  • Tracking Campaigns

    Includes tracking all your online & offline campaigns on a single dashboard, sending event-based SMSes/emails to customers with just a few clicks, and engaging with multiple customers at the same time through bulk SMSes/email, Chatbots with automated conversations, and more.

  • Pre-Sales Automation

    Involves automatically capturing leads from all sources and identifying hot leads easily through auto-lead scoring

  • Sales Automation

    Includes tracking your sales team’s activities and analyzing their performance through insightful data and getting automatic reminders for site visits, follow-ups, etc.

  • Online Property Booking

    Facilitate hassle-free online property booking experience for home buyers along with enhanced transparency with real-time inventory details.

  • Post-Sales Management Automation

    Includes creating & sending booking-related documents online, automatically sending payment reminders, and more.

In Summary

Unlike the traditional methods of Real Estate marketing, Prop-Tech ecosystems such as BeyondWalls are helping Real Estate businesses to transform their marketing processes like never before. It is becoming the key pillar for both Real Estate marketers and developers. Apart from assisting developers in target marketing, which increases their reach significantly and offers an interactive experience for customers, it also enables leveraging the overall value chain among homebuyers and developers.

If you are also a developer, collaborating with BeyondWalls as your technology & marketing partner allows you to take advantage of data-driven decision-making, double your reach to customers and keep up with the latest Real Estate market trends as well.

BeyondWalls has the expertise to offer you a comprehensive experience of a complete Real Estate Ecosystem under one roof. It is an end-to-end Prop-Tech partner that offers solutions and the final output based on your specific marketing objective to help you achieve your unique business goals.

If you are a developer looking to expand your reach and make your brand successful, BeyondWalls in collaboration with Sell.Do can help your Real Estate business manage its customer relationships and take it to the next level.

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Spearheading Real Estate Transformation Through Automation

How Was BeyondWalls Born?

BeyondWalls is India’s leading Integrated Prop-Tech Ecosystem that can address any type of challenge in Real Estate. Initially, the company was a part of Amura Marketing Technologies, a Pune-based digital marketing firm. Amura came into being under the leadership of Vikram Kotnis, a serial entrepreneur. He joined hands with four of his college friends to found Amura in 2010.

Like most startups, Amura’s entry into the market wasn’t a cakewalk. At the time, most companies and marketers were reluctant to go digital. The founders spent a lot of time educating clients on the need to move from traditional media to digital platforms. In the next five years, the smartphone and internet penetration boom helped Amura overcome its initial challenges.

One of Amura’s core motives was to enable marketing automation for Real Estate agents. The firm had the vision to be India’s one-stop transparent & trusted platform for developers, channel partners & homebuyers. By 2015, Amura Real Estate was able to reach 15 lakh people across 80 countries worldwide. Our most popular features included lead conversions, real-time sales assistance, and real-time customer behavior analytics. These features increased the credibility of the digital experience for Amura’s clients.

Taking forward this experience, Amura materialized its vision through its brand name, BeyondWalls. BeyondWalls is an independent leading Prop-Tech partner for channel partners and developers alike. It is now an all-around property selling and technology integrator for B2B & B2C customers who dwell in everything Real Estate. BeyondWalls also has a Real Estate CRM solution under its wing that enables a sales & marketing partnership platform.

Marketing in Real Estate

Marketing in Real Estate

Given its wide parametric range and customer profile spectrum, marketing in Real Estate involves various complexities. The foremost necessity is to set up an entire automated marketing funnel at specific stages of brand development. The marketing funnel helps developers learn more about the journey of each prospect as they move from first coming across the brand to using its services to becoming a long-term client.

If you’re a developer, you may use profiling tools and analytics to understand the needs and preferences of your prospects. Some effective profiling tools include Integrated ROI tracking and bulk SMS shooting. Based on the information gathered, you can have a personalized interaction with them to gain their trust. Thereafter, you can aim at converting your lead by integrating known marketing & sales techniques.

To address the challenges of Real Estate marketing, BeyondWalls Real Estate collaborates with its in-house CRM tool which is one of the leading CRM software designed specifically for the Real Estate industry. It’s an end-to-end platform offering the benefits of Real Estate marketing automation and post-sales management, among multiple other features.

Let’s take a look at some of the crucial features.

Marketing Automation Features of the Real Estate CRM

Marketing Automation Features of the Real Estate CRM

1. Segmentation & Cohorts

With its customer segmentation feature; you can now divide your clients and devise relevant strategies for each segment. You may do so based on 250+ attributes and connect to them via email, SMS, and WhatsApp. This helps you gain insights into how your customers are reacting to your messages and form a database to review their potential. Besides, the platform’s AI- & ML-driven engine already generates a pre-populated list of leads with the maximum probability of conversion. To make your information more data-driven, you may go through the entire history of your prospects and follow the necessary steps to push for closure.

2. Lead Nurturing

Take advantage of the built-in drip marketing to set up a series of SMSes and emails to notify leads regarding sales events. When you set up a drip, funnel analytics gives you an overview of which leads are at what levels. You can figure out what percentage of leads are dropping off and how many are proceeding to the next level. The analysis will help you implement feasible strategies to move leads further towards conversion.

You can send automated messages to leads to help strengthen relationships. For instance, you may automate a note of thanks or a feedback report after a site visit or offer a discount if the lead is in their final stage. Based on your lead’s reaction to these messages or notifications, the tool will generate a score to give you a more holistic idea of their potential.

3. Marketing Attribution

After you put up ads across diverse media, you need to actively keep track of the entire funnel. Leads might try to reach you through various channels. Through the marketing attribution feature, the CRM integrates with your Google Analytics account to help you streamline this process. You can gain insights into the results of your campaigns and create better strategies for an improved outcome.

The CRM designs a complex marketing attribution model to offer a bird’s eye view, from immediate impact to first-and-last click. Depending on the perspectives you gain, you may alter the direction in which the data must flow and create reports accordingly.

4. Google, Facebook & LinkedIn Integration

There’s no denying that social media has brought about a digital transformation in Real Estate industry. The CRM leverages this factor to improve lead generation and productivity. The platform automatically captures leads from LinkedIn, Google, and Facebook ads and accumulates them in a single repository. You can then allocate them to your team members, depending on the workflow. You can also easily track the cost attribution from Google Adwords and Facebook.

Another social media platform where you can put up lead-gen ads is YouTube. The CRM integrates with YouTube as a Google Premier Partner and captures leads, and adds them into its lead routing workflow.

5. Property Portal Integration

The CRM makes property portal integration simple! This enables your leads to flow seamlessly into your account in real time, saving time and effort. In addition, you can attribute a fixed cost for different portals as a whole. It identifies the exact sources and calculates the cost from various portals to give you an overview of the specific returns.

Even though you run ads and campaigns on diverse mediums, the CRM allows you to manage your routine for every portal. This guides the lead to get in touch with the right team.

6. Lead Capture & Survey Forms

With the CRM, you can track lead data and get an idea of their behaviors and preferences through a lead survey. You can create lead capture forms to understand what your lead desires and quickly add them to your site. You may keep sending the same link to gather additional information and gain in-depth knowledge to build a detailed profile.

You may also create survey forms to get feedback from your customers on your product and service. Based on the data gathered, you can implement plans and strategies to improve their experience. For their benefit, customers have the option to schedule a site visit or an online meeting at their convenience.

7. Bulk Marketing

The CRM allows you to send out emails and SMSes to a bulk audience while personalizing campaign lists for various stages of your funnel. These lists help you contextualize the information going out to different sets of customers.

The platform also sends you a report on the outcome of your bulk email and SMS campaigns. A high number of views and responses add to the lead score, giving you insights into the intentions of your leads. Based on these reports, you can create remarketing campaigns on Facebook and Google to reach a larger audience.

Sales Automation Features of the Real Estate CRM

Sales Automation Features of the Real Estate CRM

1. Lead Management

The CRM incorporates an advanced lead management software that handles all the work with the click of a button. It comes with a host of features whereby you can seamlessly manage leads and their data. You can integrate it’s lead forms into all your digital assets for efficient tracking and viewing. Even if you contact your leads via different sources, the data gets accumulated in one place. Besides, the software verifies every lead by sending an OTP link on their phone number and email ID. So, you can rest assured that the lead data is valid.

If you’re running short of time, you can simply use smart filters to pull out lead information in a second. The tool also enables automatic scoring for different leads to help you gain insight into their intentions and close sales quickly. Another useful feature is the option to create multiple sales pipelines. You may customize these pipelines as per the developments in your business and take the next steps accordingly.

2. Pre-Sales & Call Center

The CRM provides cloud telephony service that facilitates remote working. The platform also supports on-premise interactions. The online call center helps improve productivity by reducing turnaround time with in-built IVR, voicemail, and greetings.

You can automatically track leads from numerous sources in real-time with the help of vanity numbers. In addition, it presents intelligent call routing that can be utilized in two ways. You may automatically distribute incoming leads based on pre-defined rules or in a round-robin pattern. The second option is to categorize them based on factors like location, expertise, hierarchy, etc. The tool also has a sticky routing feature to ensure all leads get assigned to the same salesperson.

If you’re a manager, you have the option to break into ongoing sales calls to check quality. In other cases, the salesperson themselves can invite you to join a call and share your expertise. Your team can save valuable time by choosing the click-to-call feature. This allows them to make calls from within the system.

3. Workflow Automation

With the CRM software, Real Estate agents can now streamline their workflow to be on top of the pipeline. The platform notifies the salespeople regarding calls from leads through auto-scheduled follow-ups. After understanding the team bandwidth and routing workflows, the insta-connect feature enables auto-dial every time an inquiry is made.

Managers can auto-schedule tasks for their teams with deadlines. In case there’s a delay or any escalation, they receive reminders and notifications to handle the same.

4. Team Collaboration

The CRM empowers teams with cutting-edge technology to create a seamless experience for the lead. You can customize the access to lead data for different team members based on their requirements. You may also attach relevant notes against leads to help other team members gain insight into their profiles and manage them in your absence. A valuable feature in the tool is the auto-generated updates on each prospect’s journey. This helps you understand the buyer’s intentions and behaviours to accordingly manipulate your business in the future.

Managers can create dashboards to keep track of their team’s performance and observe sales progress. They can also access call recordings to analyze the team’s capabilities or shortcomings. With the insights gained, they can develop a game plan to help the team improve in the weak areas.

Final Thoughts

By developing innovative and user-friendly features, the CRM has managed to carve a niche through Real Estate sales automation. The platform combines the powers of ML and AI to help Real Estate companies make smart endorsements and close deals faster. Leveraging the benefits of this advanced CRM software, BeyondWalls is spearheading the transformation of the Real Estate sector with automation.

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Optimizing Google Search Campaign for Real Estate

Google can be your business driver if implemented the right way. How so? Well, once people decide that they want to buy a house, they automatically become your audience pool. Seldom it happens that people see your ad and decide to buy a house. But in most cases, a purchase decision is already made by the interested party, which implies that the person was already looking for a house on the internet with relevant keywords, comparisons, and shortlisting properties.

A marketeer’s job is to be present in the result of these searches with convincing message to choose your project over others and reach out via other media to make them choose your product.

How can you ensure your google search campaigns are optimized correctly to achieve this?

Search campaign set-up

Search campaign set-up

Typically, when the buyer types in a keyword to search, Google identifies that person in the ‘Homebuying Audience’ category. Now it is your turn to ensure that you are PRESENT for every relevant keyword they might be searching for. That should include –

  • Brand keyword

    A brand keyword covers all permutations, combinations of your brand and project name-related keywords, wrong spelling, etc. It is ideally recommended that you are present in the top 3 results for this category of keywords, which means you have an impression share of more than 95%. You should capitalize on this bucket the most as you are running outbound campaigns using push strategies. once people are intrigued by your display ads, they will come and search for your brand directly.
  • Primary keywords

    A set of keywords that highlight your project, configuration, locality and price and other related keywords, which intended buyers tend to search. Recommended impression share 80%+
  • Secondary keywords

    Keywords that are related to your project but go beyond just your locality and configurations are secondary keywords. For e.g., if you are selling 2 BHKs in Worli, in secondary bucket, you should target keywords like premium / luxury 2 BHKs in Mumbai and homes in South Mumbai, etc. This gets you recommended impression share of 70%-80%. Once you figure out which keywords from the bucket are actually resulting in conversions, split this campaign and bid for the keywords that were yielding good results.
  • Competitor keywords

    This is where it will get tricky, you may be thinking of shortlisting 3-4 projects that are in the vicinity and are offering similar products as yours and will consider your competitors’ keywords to bid on and it will get easier. But it does not stop there, for a home buyer, there would be multiple localities in his mind for shortlisting., So, extend your horizons, get into the buyer’s shoes by understanding their psychography based on their demography, and shortlist the choices they would make. Target those keywords and start by targeting an impression share of 50-60% and optimize it based on the conversions you get.

Primarily, there are 4 categories to split your campaign into. But by observing closely, you can further bifurcate them into:

  • Top converting keywords
  • Keywords for highest impression share
  • Top click bait keywords
  • Location specific keywords

Hour-of the day and day of the week

  • Google dashboard shows when maximum impressions, clicks and conversions are happening.
  • Keep an eye on this, spend money during that time and this will save at least 10% of your money on bidding.

Mostly Real Estate searches happen during late evenings, and during the weekends when they visit projects and research further to compare.

Besides this, basic tactics like negative keywords, Keyword-based copies, ad rank, experiments are going to play a very important role in your set-up

Choosing Google Ads keywords

PRO TIP: When you launch a project in the market, buyers are present, searching, shortlisting, comparing and making decisions. So, if you know you will be launching in a market that is liquid, put a word out so buyers know they have a choice coming – Teaser / Pre-launch campaign with specific keywords work brilliantly in this regard. Then ensure you give them an incentive that a project that they are looking for is coming soon so register and stay tuned to get priority offers. Then carry forward that keyword, build a recall which will get you the buyer, target that in your branded keyword bucket for top impressions.

Search ad copies:

A successful search campaign does not happen just with the right setup, it needs to capture the entire path to purchase. Right from ‘what you show’, ‘how you make them feel’ to ‘where you lead’ and ‘how you convince’.

You need to ensure the headlines 1 & 2 of your copies have your product, price, brand and location of the project followed your RTB – e.g., offers, USP, etc. To support this, your domain name will also play an important role. The description has extra space to add more features of the project that complement the feature you have used in the headline. For example, your search ad could be something as follows:

Luxury 2 BHKs in Worli | Starting 5.66 Cr | By ABC Brand www.abc.com/luxury2-bhk-worli Description: With xy premium amenities and premium specifications, just 5 minutes from Palladium Mall

Ensure you are adding call-outs and extensions like

  • Premium features
  • About ABC’s legacy
  • Location Advantages
Search and Copy examples Keyword based ad copies

Understanding what homebuyers search for and showing them exactly what they are looking for is the key. For e.g.: if someone is searching for 2 BHKs in Worli, there are going to be multiple brands bidding on this keyword., What will make your ad stand out?

  • Highlight the benefits, and not just the features: How is the community where your property is located like? Is it premium, luxury or affordable? You could highlight its property in your ad to make it stand out from the rest (competitors).
  • Use numbers in the copy: Using numbers instead of text means your ad can quickly draw people’s attention. Make sure you use numbers in your ad headline and expertise as well as how many properties have you sold so far.
  • Create an eye-catching headline that matches the search query: Remember that users are always excited and drawn to click on an ad that clearly ‘speaks’ to them in person, addresses their situation, and promises to help them out.

TIP: Your search campaign setup does not stop here. PRESENCE is of utmost importance. Get the top 15 searches for your brand and primary set of keywords. Identify what Google is showing apart from the ads and which web pages and domains are in the top results. Target those web pages through your Google Display Network., Make sure you are present there; this will not just increase the recall, but you are also reaching out to the intended buyers in multiple ways leveraging both Search and Display campaigns.

Landing Page

Your landing page experience is going to not just play an important role in making the home buyer register their interest but also for Google to show your ad rank.. With a bad landing page experience, you will lose ad rank, the impression shares and eventually burn your campaign budget.

Ensuring your landing page has all relevant information with the right CTAs (call to action) is very important in any ad campaign. For Real Estate, we have tried, tested and formulated the best performing landing page flows which today makes it easy for us to ensure this hygiene is taken care of.

  • Eye-catching, well-written banner copy
  • Strong contextual media
  • Multiple, action oriented strong CTAs like “Register Your Interest”, “Schedule A Visit”, “Get A Call Back”, “Get Directions To Site” and “Didn’t Find What You Are Looking For? Tell Us What You Need”.
  • Clear features and benefits of the offer from your ad
  • Testimonials or other proof points to support your claims
  • Multiple ad account and landing pages strategy

We recently experimented with multiple landing pages for multiple ad campaigns. The objective was that we wanted to capture the market during our project launch.

We ran 3 different campaigns through 3 ad accounts with 3 different domains (landing pages) which ensured we had:

  • Maximum impression share with us
  • Probability of choices being narrowed down to our project increased

This spiked our Cost Per Lead slightly but then our Cost Per Booking was in line as we captured most of homebuyers and with convincing sales strategy ensured they booked with our brand.

We did this only for first month during the launch then switched to single account.

These are tested ways to make your Real Estate Google search campaigns successful.

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Effects of iOS 14 on Your Facebook Campaigns, and What Can You Do?

As real estate digital marketeers, we have all faced some obstacles in our Facebook campaigns. Also, what’s even more bothering is that the CPLs have been continuously going up in the last 4-5 months.

As we are heavily dependent on Facebook and Instagram for lead volumes, we have seen major fluctuations in our campaigns with the latest update by Apple for devices using iOS 14 and above.

  • This upgrade has affected the way Apple devices track conversion due to their App Tracking Transparency Framework.
  • Certain data collection and tracking are prohibited unless a person opts for tracking.
  • This directly limits the ads personalization and reporting, which affects campaign learning, affecting the optimization, thus the CPLs shoot up and quality of leads being delivered goes down.

Specially for high ticket size projects (Unit price above Rs 1 Cr*) most of the TG uses Apple devices (being a premium-end device) and it was crucial for Facebook to find a way around this without violating the privacy of the customers

To help overcome, Facebook is processing a pixel conversion event using Aggregated Event Measurement (AEM)

With AEM we can set up to 8 events on your landing page like lead capture, download brochure and get directions, and prioritize them for sending the signals to Facebook via integration. This will improve the optimization, reporting and measurement, and help the campaigns learn without violating the privacy of the users.

How Does AEM work?

For you to measure events of your landing page on Facebook dashboard, you would have to build the web connection to your Facebook using either Facebook API or Facebook Pixel which you will place in your website.

You get to measure 8 events and prioritize them for your campaign optimization

Eg, if pixel A is racking “Lead Capture”, B is tracking “Download Brochure” event and C is tracking “Get Directions To Site”, which means you are tracking 3 events. Then you can prioritize them the you would like to optimize your campaigns. For example, starting with “Lead Capture” then “Download Brochure” and then “Get Directions”

To have web events configured;

  1. Verify your domain (landing page) with your Facebook Business Manager (then your BM has the authority to configure the events)
  2. Configure and prioritize top 8 events (you can choose standard or custom)
  3. Set up conversion in ads manager
  4. Set the attribution window for all campaigns at ad set level and not at the account/campaign level. This will help in campaign optimizations.

Note: In Events Manager on your Facebook Dashboard, Pixel Conversion will show all conversion numbers whereas the AEM will show the ones that have happened through devices with iOS 14 or above. This will help you differentiate, and due to this, your pixel conversions will always be higher than your AEMs.

For understanding your cost per lead, you will have to measure pixel conversion. But to understand and analyse the conversions that have come specifically from IOS 14 and above devices, you can check your Events Manager.

This will solve majority of optimization fluctuations you are facing due to iOS upgrade although, there are a few limitations you might face like;

  • Delayed reporting, for up to 3 days.
  • Demographic breakdown for AEMs not available currently (this may be available at a later stage as Facebook develops it.
  • Targeting limitations – as more people upgrade their iPhones, your custom audiences will decrease as Facebook will not be able to track all demographic details. For this, you can start utilizing broad targeting and let Facebook learn.
  • Size of re-targeting audience will also decrease as the upgrades increase

All these factors directly affect our campaigns and costs. Having said that, this is where Growth Marketing kicks in… where you experiment and optimize your campaigns continuously.

At BeyondWalls we have been trying to learn from this since we began implementing growth Marketing. Being a leading Proptech firm in India, this is our signature way of approaching any campaign, and due to which, we were able to make our campaigns efficient.

These learnings can be applied across a range of projects to cater to different sets of challenges in real estate campaigns, not just through one media but experimenting on multiple mediums, using attribution modelling and keeping a tap of consumer events.