Digital Platforms Lead the Shift in Real Estate Marketing

Authored by Jayesh Rathod, Co-Founder and Director of The Guardian Real Estate Advisory

Mumbai's real estate market has undergone a remarkable transformation over the past decade, as companies adapt to engage with today's digitally-savvy buyers. Fueled by the success of the government's Digital India Program, buyers are more connected than ever through digital channels. According to recent reports, nearly 75% of homebuyers in Mumbai now start their property search online, reflecting a major shift toward digital platforms. As a result, real estate marketing has shifted from traditional billboards and newspapers to dynamic digital platforms, such as Instagram, and precisely targeted online ads. In fact, digital ad spending in the real estate sector has increased by 30% year-on-year, underscoring the growing importance of online channels to reach the modern buyer.

Hello, Digital Dominance

In 2013, real estate marketing was all about print ads and billboards. Print alone consumed over 50% of the budget, making it the undisputed heavyweight. Meanwhile, Out-of-Home (OOH) advertising took up another 13% of the spend, creating a high-visibility strategy that relied on physical presence across the city. Digital, by contrast, was only 7% of the marketing budget, reflecting its then-supplementary role in an era when older, trust-driven buyers still relied heavily on traditional media.

Fast forward to today, and digital marketing has moved from the side-lines to the spotlight. While OOH remains significant with 35% of the budget, digital channels now command 11%, a substantial increase that caters to the new generation of homebuyers who prefer to browse properties on their phones and laptops. And the impact is clear: in Pune, digital ads are driving 38% of walk-ins, showing just how effective this digital-first approach has become.

The Secret to Success: Different Strategies for Different Neighbourhoods

Mumbai's real estate market is diverse, and its buyers are no different. In upscale South Bombay (SoBo), a third of the budget is allocated to OOH advertising, as high-end buyers value premium visibility in prime locations. This strategy led to a 4% increase in walk-ins, showing that traditional methods still have their place when used strategically. In Navi Mumbai and KDMC, where buyers are younger and more budget-conscious, digital and localized marketing takes priority, ensuring campaigns are tailored to each area’s unique audience.

Real estate brands in Mumbai are increasingly focusing on digital and influencer marketing, with some developers dedicating up to 30% of their advertising budgets to online channels. This shift is driven by the cost-effectiveness and broad reach digital platforms offer, especially to millennials and the urban middle class. Influencer marketing is growing rapidly and is expected to become a ₹2,500 crore industry by 2025. Around 20% of sales now come through digital channels, such as developers' websites, online brokers, and search engine ads, underscoring the crucial role of online platforms in lead generation and visibility.

Tracking Every Rupee: The Numbers Don’t Lie

Real estate marketing is a major investment and every rupee is spent wisely by closely tracking Return on Advertising Spend (ROAS) and Customer Acquisition Cost (CAC). Last year, digital campaigns by some developers delivered a 2x ROAS, with an overall CAC of ₹1 lakh. However, CAC varies by location—reaching ₹2 lakh in South Bombay (SoBo) due to its premium nature, while in Navi Mumbai and KDMC, it can be as low as ₹0.2 lakh. Thanks to the data-driven approach, some developers have reduced CAC to ₹0.8 lakh in the first half of FY25, demonstrating their ability to maximize returns across a diverse city landscape. 

Festival Magic: How Dussehra Boosted Walk-ins and Bookings

Festive seasons like Dussehra provide a great chance for real estate companies to connect with potential buyers. Instead of expensive advertising, the focus in on leveraging community-based marketing and below-the-line (BTL) strategies. This approach helps build trust with local buyers and encourages strong community engagement. As a result, there has been a 5% increase in walk-ins and bookings with just a modest rise in our festival spending. This strategy shows that effective marketing is more about understanding the audience and their needs than simply spending big.

Mumbai’s real estate market experienced a festive boost during Dussehra 2024, with property registrations rising 22% year-on-year to 12,960 units in October. High-value transactions above ₹2 crore grew to 22% of registrations, reflecting strong demand for premium properties. Developers leveraged festive sentiment with discounts, flexible financing, and special offers to drive sales

Balancing Tradition and Innovation

In some areas of Western Mumbai, a combination of traditional methods with digital tools have boosted sales. Instead of relying heavily on Channel Partners (CPs), the focus is more on digital marketing and site branding. As a result, direct bookings now make up about 20% of total sales in these areas. This shows that by balancing both traditional and digital strategies, we can effectively reach more customers and improve sales.

Top 4 Game-Changers in Real Estate Marketing (You’ll Want to Know!)

Top strategies in real estate marketing are transforming the sector and helping developers stay ahead in a competitive market. Hyper-local targeting has proven effective in high-mobility areas like Thane and Navi Mumbai, where messaging tailored to local preferences helps developers connect with buyers. Data-driven decisions are another game-changer, enabling real-time adjustments in media spending and reducing Customer Acquisition Cost (CAC) from ₹1 lakh last year to ₹0.8 lakh this year.

Customised campaigns tailored to specific regions are reshaping buyer engagement. For instance, marketing in Pune emphasises aspirational living, while in South Bombay (SoBo), campaigns focus on luxury and exclusivity, ensuring relevance to each audience. Additionally, predictive budgeting tools are enhancing efficiency by forecasting marketing expenses, optimising budgets, and ensuring smoother property launches. These strategies collectively highlight the evolving dynamics of real estate marketing in India.

What’s next? Big Data and the Future of Real Estate Marketing

The future of real estate marketing will be driven by big data, allowing companies to better understand buyer behaviour and preferences. By using data analytics, businesses can create personalized marketing campaigns and target the right audience more effectively. With tools like artificial intelligence (AI) and predictive analytics, real estate marketers can make smarter decisions, improve customer engagement, and optimize their strategies. This data-driven approach will help companies stay competitive and deliver more efficient results in a fast-changing market.

 DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.