In a Cluttered Market, where Real Estate Buyers have to be Drawn into a Purchase, Riding The Social Media bus is Extremely Important.

Coming up with a solid action plan can become challenging when you have to evaluate what works, what doesn’t, and what to maximise to get the best results in the real estate business. Creating a powerful, consistent brand presence allows you to step out from the ordinary and differentiate yourself from your competitors. Brands are under increasing pressure to perform. Yes. Tougher demand for greater returns on marketing spend, structural changes in the marketplace, tougher regulatory constraints and increasing count of competitive brands also force companies to build the right positioning.

In today’s cluttered real estate marketing environment, consumers are trained to tune-out messages that don’t seem to address their real and unfulfilled wants. In other words, if your message doesn’t clearly deliver a solution to exactly what your prospect is looking for – if it doesn’t slot into an open position in your prospect’s mind – then your efforts and money and time will go down the drain. Real estate companies have realised that the best positioning strategy to communicate to break the cluttered real estate market is to touch down on the selling propositions that your projects possess, keeping in mind the overall brand image.

Supreme focus should be on developing a communication plan that develops & reinstalls trust & faith of the consumer in our brand. “Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect” – keeping this thought in mind, it is very important to understand how you want your brand to be positioned. All companies need to have a strong corporate positioning strategy besides various product positioning strategies.

Social media marketing is the new way to promote a brand. With all the social media available, it has became a lot easier to advertise/promote your brand. Using social media for business-to-business marketing can be integral to promoting the brand and forging industry contacts.
Research also reinforces the value of PR. PR is a vital component for building brand value, maintaining brand vitality, and establishing brand credibility. Most of the companies establish a strong bond with their customers through branding. Each company creates a brand identity that connects it with its target audience through a shared ideology or system of beliefs. And for the brands to have longevity, the companies need to consistently deliver on the promises made through the brand. One has to understand the value of establishing a cohesive, consistent and unique company identity that portrays what the company has to offer.

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Source : IIPM Editorial, 2011.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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