Rising Popularity of Webinars in Indian Real Estate · 2020-07-06 · commercial Real Estate,...
Transcript of Rising Popularity of Webinars in Indian Real Estate · 2020-07-06 · commercial Real Estate,...
Rising Popularity of Webinarsin Indian Real Estate
Trends, Insights & Gaps
A Survey by
FOREWORD
Presently, across the world,
lockdowns are suspended and
normalcy is getting restored. With
government incentives towards
capital injection coupled with our
grit & efforts, we are hopeful that
soon we would be able to offset
the economic losses due to the
slowdown.
However, there can be no denying
the fact that the new normal is not
going to be same. Meetings, face-
to-face interactions & property
exhibitions would be largely
avoided in this post-COVID world.
At a time when the traditional brick
& mortar-based offline models will
be greatly curtailed, realtors need
to adapt to the digital realities.
For an industry which has largely
remained offline, the overnight
flight towards going digital is not
without hiccups.
Home purchase is generally
perceived as a high involvement
decision & conducting most of the
customer interactions over the web
is a little challenging. However, the
lockdown period demonstrated
that real estate, like any other asset
class, can be smoothly transacted
over the web. All it requires is an
engaging and transparent platform
that can reach out to target
audience, pique their interest
effectively, address the pain areas
& facilitate smooth transactions.
Webinars have already existed
in the industry from quite some
time. However, their popularity
got a shot in the arm during the
mandatory lockdown period
as most of the developers and
realtors leveraged the medium to
ramp up their digital marketing.
To further scrutinize the efficacy
of webinars in real estate
marketing, we have surveyed on
414 respondents from the industry,
which includes developers,
marketers, sales professionals,
channel partners & real estate
journalists across India. The
survey findings yield the growing
significance of webinars, besides
numerous other essential metrics.
It can render useful insights for
realtors, developers & marketers
about how to strategize & leverage
webinar marketing in the future.
As the rules of marketing are in flux, webinars are emerging as a popular tool amongst realtors to market and sell their products.
Ankit KansalFounder & MD, 360 Realtors
INTRODUCTIONThe recent crisis has proved that Real Estate can be trans-acted over the web as developers, advisories, marketers & the most important component in a Real Estate value chain, the buyers, are showing signs of technological adoption.
On the back of thriving digital
innovations & technological
adoption, the dawn of a new era
is visible in Indian Real Estate,
flagged off by progressive &
forward-looking management
styles, wider adoption of remote
working cloud software &
proactive digital innovations
driving most of the human
interactions.
As major developers are altering
their business model and upgrading
their digital capabilities to facilitate
seamless property transactions,
webinars are playing a pivotal role
in marketing, promoting & selling
properties. They are offering a
content-rich and value-driven
platform to reach out to a large
number of potential buyers in
real-time, elucidate them about
current opportunities in the
market & address their queries in a
personalized manner.
TRADITIONALCHANNELS
EVENTS &ONLINE
DIGITALUPGRADING
Door to Door Marketing
Yellow pages
Classifieds
TV commercials
Radio-Telemarketing
Mobile Marketing
Content Marketing
Search Ads
Social Media Marketing
Real Estate Events
Emailers
Webinars
Virtual Events
Teleconfrencing
Analytics
The Rising Popularity of Webinarsin Modern MarketingAmidst such evolving
trends & ascending
momentum seen in online
Real Estate, webinars
(& related software)
are emerging as one
of the go-to platforms
to engage with various
stakeholders, employees,
channel partners & of
course, customers.
However, webinars are
nothing new in Indian
& international Real
Estate. At the onset
of the decade, the use
of webinars began in
modern Real Estate
across both residential &
commercial Real Estate,
targeting buyers, sellers &
channel partners.
This gives it an edge over
traditional tools of digital
marketing such as blog
posts & videos. It also
provides a conducive
platform to the realtors to
easily explain & elaborate
complex topics to the
viewers alongside sharing
tips on property buying
and addressing potential
customer queries.
Further, with the help of
embedding numerous
complementary tools such
as videos, infomercials,
downloadable reports,
survey polls, online
forms & brochures, these
webinars are made
content-rich & value-
driven.
Research in the past has yielded that on an average, buyers can remain engagedfor around 40-45 minutes in a webinar.
Through fruitful engagement, webinars can also aid the host to showcase their thought lead-ership skills to a wider audience.
“
Conducive platform to explain complex issues in
a simplified manner
Sharing tips on Property Buying
AddressingCustomer Queries
Positioning as a Thought Leader
Driving customer engagement through narrated videos, info-mercials, downloadable reports
Procuring actionableinsights with the help ofsurvey polls, online forms etc.
Reach out to geographically dispersed potential customers.“
The Rising Popularity of Webinarin a Post-COVID WorldIn a post-COVID world, webinars
have fortified their position as an
effective tool in the sales & marketing
of Real Estate products. Today when
people are mostly avoiding physical
interactions, webinars are providing
an effective alternate platform
to reach out to customers and at
the same time maintaining social
distancing. Not only will webinars be
used for generating quality leads and
engage the existing pipeline, but they
will also contribute towards brand
building & maintaining the market
share, crucial levers to foster growth,
once the process of economic
recovery starts. As traditional face-
to-face marketing channels are
losing steam in a post- COVID world,
webinars will continue to fill the
existing marketing
gap.
wherein 90% of the respondents
indicated their importance.
Likewise, 91% of the respondents
demonstrated that in a post-
COVID world, their importance
will continue to gain momentum.
Likewise close to two-third
respondents have conveyed that
they can be used for showcasing
new products. 59% of the
respondents have suggested that
it enables in tapping into new
geographies and markets.
Little less than one-third of
the respondents believe that
webinars can be useful in selling
properties. Similarly, over 35%
suggested that they can generate
leads.
The growing importance of webinars was further confirmed in the 360 Realtors’ survey report,“
“Over half of the respondents believe that webinars are an effective medium to elaborate general trends in real estate.
Yes
No
Can’t Say
Are Webinars Important to Market & Sell Real Estate
Yes
No
Can’tsay
Will Importance of Webinars Rise ?
Benefits of Webinar
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
89.70%
5.90%
4.40%
3%
6%
91%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Expla
in G
ener
al
tren
ds in
Rea
l Est
ate
To S
ell
Brand
Positio
ning
Tap in
to
New
Geo
graphi
csO
ther
s
Showca
se N
ew
Proje
cts
Address
Cus
tom
er
Que
ries
Gen
erat
e
Lead
sCan
’t
say
54.40%63.20%
32.30%
41.20% 38.20%35.30%
58.80%
7.40%1.50%
2.90%
60%
50%
70%
40%
30%
20%
10%
0%
Two-third of the respondents
suggested that webinars can drive
overall engagement. Likewise, 30%
believe they offer a personalized
approach to the attendees. Over
59% expressed that webinars are
very insightful & informative, which
is further resulting in their growing
popularity.
Likewise, evenings (4 PM – 7 PM) are the best time slots.
The survey further yielded the fact that weekends are the best days to host a Real Estate webinar.
The growing popularity of webinars is rooted in multiplefactors.
In a new normal, webinars will
continue to drive customer
engagement and will be actively
used by real estate advisories,
developers & marketers. However,
to make it more effective in terms
of generating leads & improving
conversions, it is essential to
make them more interactive and
engaging. Pure vanilla-type webinar
sessions with a key focus on just
selling a product might not augur
very effective in the longer run.
As most of the developers and
realtors already doing a lot
of webinars, a possible risk of
saturation can’t be discounted.
Hence to stand out, webinars need
to be more customer-centric with
a key focus on adding value to the
customer. Likewise, they need to
be designed in such a way that
engages the customers effectively
and offers them a personalized
approach.
CONCLUSION“
Monday Wed/Thursday(Mid-week)
Days don’tmatter
Tuesday Friday Weekends(Sat & Sunday)
Can’t say
Drive CustomerEngagement
Informative &Insightful
Can’t sayPersonalization Easily Consumable Others
14.70%
47.10%
26.50%
10.30%
1.50%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Morning(9AM - 12PM)
Afternoon(12PM - 4PM)
Evening(4PM - 7PM)
Time does not matter
Can’t say
Best Time to Conduct Webinars
Best Days to Host Webinars
Factors driving popularity of Webinars
66.70%
30.40%
59.40%
26.10%
10.10%5.80%
60%
50%
80%
70%
40%
30%
10%
20%
0%
1.50% 1.50%
20.30%
10.10%
59.40%
4.40% 2.90%
60%
50%
70%
40%
30%
10%
20%
0%
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