A PROJECT REPORT

ON

IMPACT OF ADVERTISEMENT IN REAL

ESTATE SECTOR

PREPARED BY

SANKET BANDYOPADHYAY

BENGAL INSTITUTE OF BUSINESS STUDIES

MBA+PGPBM (2018-2020)

UNDER THE GUIDENCE OF

PROF. KAUSTUV MUKHERJEE
PROF. SOUMI CHAKRABORTY
DECLARATION

I, Sanket Bandyopadhyay, student of PGPBM- Marketing, studying at Bengal Institute of

Business Studies, Kolkata, hereby declare that the dissertation on “Role of Advertisement on
Corporate Image Building in FMCG” is original work conducted by me.

The information and date given report is authentic to the best of my knowledge.
This dissertation report is not being submitted to anywhere else for any award of any other
degree, diploma and fellowship.

------------------------------------------------------
(Signature of Student)
ACKNOWLEDGEMENT

I express my profound sense of gratitude to my research supervisors,Prof. Kaustuv

Mukherjee, Prof. Soumi Chakraborty from BIBS for their guidance, support, encouragement
and giving me her valuable opinion whenever needed.

I would like to thank all the people who directly and indirectly helped me groom my
knowledge and taught me during the course of my master’s study.

Most of all I would like to thanks my parents and give my sincere gratitude for all the support
and encouragement they have given me during the entire master’s journey.
Lastly, I would like to thank my friends who directly and indirectly helped me making the
dissertation.
ABSTRACT
 Introduction

Marketing for any product or service digitally has now become mandatory. With over 234
million internet users currently, the digital market has really opened up a plethora of
opportunities for brands today. Real estate is one such industry that has really benefitted from
the digital marketing wave. According to research, around 92% of potential buyers
do vigorous research online before they ultimately make the purchase offline. Hence, making
sure you have a strong digital marketing strategyis of the utmost importance to make your
brand name stand out in the real estate industry.
Marketing techniques are open to evolve and get better over time. Additionally we are an
ardent user of the digital space for marketing our products, It comes with numerous benefits.
Apart from the urban space, digital marketing is evolving in tier 2 and tier 3 cities of India as
well. Real estate developers are yet to realise these benefits and are only scratching the
surface when it comes to taking full advantage of what digital marketing has to offer.
there is a lot of money that goes into a real estate project. Digital marketing offers
comparatively lower pricing to that of traditional marketing, so it’s no surprise that marketers
in the Real Estate industry are taking full advantage of the cost efficiency.
To succeed in the vast industry that is Real Estate, developers need a strong and reputable
presence. Having an online presence is considered the next best brand building technique.

For Real Estate, a website can serve two purposes: a virtual office that showcases the
builder's latest projects or a virtual marketplace for home seekers to explore purchasing
options. To make either one or both of these purposes work well, there are numerous tools
and optimisation techniques that need to be implemented.

Even the design of the website matters as it can make a difference to user experience and one
such design that has been making waves amongst the real estate websites is a Flat Design.
Flat website designs are categorised by their simple, elegant and squareish look; first noticed
in the Windows 8 Tile User Interface. With minimalistic animations and loads of white space,
the Flat website design has proven to be effective in page speed loading times, readability,
mobile optimisation and ease of navigation.
ADVERTISING:-

In Latin , it means “to turn towards”. Any paid form of non personal presentation and
promotion of ideas, goods or services by an identified

sponsor. Advertising is an audio or visual form of marketing communication that employs an

openly sponsored, non personal message to promote or sell a product, service or idea.
Sponsors of advertising are often businesses who wishes to promote their products or
services. Advertising is differentiated from public relations in that an advertiser usually pays
for and has control over the message. It is differentiated from personal selling in that the
message is non personal i.e. not directed to a particular individual. Advertising is
communicated through various mass media, including old media such as newspaper,
televisions, radio, magazines, outdoor advertising, direct mails, or new media such as
websites, blogs, search results, or text messages. The actual presentation of the message in a
medium is referred to as an Advertisement or ‘ad’.
 Setting advertising objectives:-

The first step is to set advertising objectives. These objectives should be based on past
decision about the target market, positioning, and the marketing mix, which define the job
that advertising must do in the total marketing program. The overall advertising objective is
to help build customer relationships by communicating customer value. Here, we discuss
specific advertising objectives. It is a specific communication task to be accomplished with a
specific target audience during a specific period of time. Advertising objectives can be
classified by primary purpose-whether the aim is to inform, persuade, or remind. It is a
specific communication task to be accomplished with a specific target audience during a
specific period of time.

Setting the advertising budget:-

After determining its advertising objectives, the company next sets its advertising budget for
each product. A brand advertising budget often depends on its stage in the protect life cycle.
Market share also impact the amount of advertising needed. Because building the markets or
taking market share from competitors requires larger advertising spending than does simply
maintaining current share, low-share brands usually need more advertising spending as a
percentage of sales. Also, brands in a market with many competitors and high advertising
clutter must be advertised more heavily to be noticed above the noise in the market. The
dollars and other resources allocated to a product or company advertising program.

Developing advertising strategy-

a) Advertising strategy:-

It consists to two major elements: creating advertising message and selecting advertising
media. The strategy by which the company accomplisher its advertising objectives. It consists
of two major elements: creating advertising messages and selection advertising media.

b) Creating the advertising message:-

No matter how big the budget, advertising can succeed only if advertisements gain attention
and communicate well. Good advertising messages are especially important in today’s costly
and cluttered advertising environment, direct directed mail, e-mail and online ads, and out-of-
home media, and customers are being bombarded with ads at home, at work, and at all points
in between.

c) Message strategy:-

The first step in creating effective advertising message is to plan a message strategy-to decide
what general massage will be communicated to consumers.
The purpose of advertising is to get consumers to think or react to the product of company in
a certain way people will react only if they believe that they will benefit from doing so. Thus,
developing and effective message strategy begins with identifying customer benefits that can
be used as advertising appeals. Ideally, advertising message strategy will follow directly from
the company’s broad positioning and customer value strategies.

d) Message execution:-

The advertisers now has to turn the big idea into an actual ad execution that will capture the
tax get market’s attention and interest. The creative team must find the best approach, style,
tone, words, and format for executing the message. Any message can be presented in
difference execution style, such as the following:

Slice of life

Life style

Eatery

Mood image

Musical

Personality symbol
 Technical expertise

Scientific

Testimonial evidence or endorsement.

e) Selecting advertising Media:-

The major step in advertising media-selection are(1) deciding on reach, frequency, and
impact, (2) closing among major media types(3) selecting specific media types, and (4)
deciding on media timing:

i. Deciding on reach, Frequency and impact:

To select the media, the advertiser must decide on the reach and frequency needed to
achieve advertising objectives. Reach is a measure of the percentage of people in the target
market who are exposed to the ad campaign during a green period of time. The advertiser
also must decide on the desired media impact-the qualitative value of a massage exposure
through a given medium.

ii. Choosing Among Major Media types:

The media planner has to know the reach, frequency, and impact of each of the major
media types. As summarized in the major media types are television, the internet,
newspaper, direct mail, magazines, radio, and outdoor, advertisers can also choose from a
wide array of new digital media, such as cell phones and other devices, which reach
consumers directly. Each medium has advantage and limitations.

iii. Selecting specific media vehicles:

The media planner now must choose the best media vehicles-specific media within each
general media type. The media planner must consider the costs of producing ads for
 difference media. Whereas newspaper ads may cost very little to produce, flashy television
ads can be very costly. In selecting specific media vehicles, the media planner must
balance media costs against served media effectiveness factors, first advertisement
evaluate the media vehicle’s audience quality. Second the media planner should consider
audience engagement. Third the planner should assess the vehicle’s editorial quality-time
and the economists are more believable and prestigious.

iv. Deciding on media timing:

The advertiser must also decide how to schedule the advertising over the course of a year.
The firm can vary its advertising to follow the seasonal pattern, to oppose the seasonal
pattern, or to be the same all year, most firms some seasonal advertising. For example,
most retailers take advantage of seasonal fervor to promote their sales by advertising just
before or during festivals. Some marketers do only seasonal advertising. Pulsing mean
scheduling ads unevenly over a given time period. However, some media planners believe
that although pulsing achieves minimal awareness, it sacrifices depth of advertising
communications.

Evaluating advertising effectiveness and return on advertising

investment:-

Advertising accountability and return on advertising investment have become hot issue for
most companies. Two separate recent studies show that advertising effectiveness has fallen
40 percent over the past decade and that 37.3 percent of advertising budgets are wasted. This
leave top management and many companies asking their marketing managers, “how do we
know that we’re spending the right amount on advertising?” and “what return are we getting
on our advertising investment? One way to measure the sales and profit affected of
advertising is to compare past sales and test the effects of advertising is to compare past sales
and profit with past advertising expenditure. The net return on advertising investment divided
by the costs of the advertising investment.

MODERN AGE OF ADVERTISING:-

In the competitive and capital intensive world of television shows, advertising plays an
important role by financing many programmers. Unfortunately, sponsorships come more
easily for entertainment programmers perceived as popular with wide reach. So we have a
Glut of the same programmers on most channels even as serious kind of entertainment
classical music , dance , drama, documentaries or programmers of social economic concerns
are minimal because advertising do not consider these to be widely watched. This approach
seriously limits the scope of media in disseminating cultural awareness and values
.Advertising is a way to showcase ones products or services and offer consumers a vast
choice in terms of what they are offered and what they can choose to buy. For the consumers
advertising offers them a choice to get at the best in the market at the best price.

Today, it is unimaginable to expect people especially in urban areas to spend their money
buying products of which they haven’t heard a thing. People know what is in the market and
then they choose what they want. Nothing can be more satisfying than this. For then one gets
his or her money’s worth. But advertising has been not only one boon but also a bane in many
ways.

Advertising relies on consumerism to succeed and consumers judge by materialistic

standards. Moreover successful advertising means emerging triumphant in the face of tough
competition often with out consideration of high standards or aesthetics taste.

Advertising being crass and opportunistic in its very basic the overemphasis on advertising
today is a bane advertiser tend to appeal to popular taste to appeal to a larger section of the
population. Images of sex and violence are used to attract viewers attention a kind of negative
appeal is to produced to sustain interest. Products become known then because of the hype or
advertising appeal that they have. Even though the products themselves may not be the
required standard. Lies are resorted to when advertising and with time no one objects to the
trend.
ADVERTISING STRATEGY:-

A advertising strategy is a plan to reach and persuade a customer to buy a product or a

service. The basic element of the plan are 1)the product its self and its advantages
2) the customer and his or her characteristics

3) the relative advantages of alternative routes where by the customer can be informed of the
product and

4) the optimization of resulting choices given budgetary constraints. In the effect this means
that aims must be clear , the environment must be understood the means must be ranked and
choices must be made based on available resources effective product assessment market
definition media analysis and budgetary choices result n an optimum plan because resources
are always limited.

Types Of Advertising:-

A) Outdoor advertising

Also known as out of home(OOH) advertising this is a broad term that describes any type of
advertising that reaches the consumer when he or she is outside of the home. You will know
it as billboards, bus shelter posters and even those big digital board in times square.

B) PUBLIC SERVICE ADVERTISING

Unlike traditional commercials, public service advertisements (PSA) are primarily designed
to inform and educate rather than sell a product or service. PSA’S traditionally appear on tv
and radio but also being heavily promoted online these days.

C) PRODUCT PLACEMENT ADVERTISING

In a nut shell product placement is a promotion of the branded goods and services within the
context of the show or movie, rather than as an explicit advertisement. If you have ever seen a
movie and wondered “wow, they sure are driving a lot of ford cars in this scene” , or “ does
every one in this tv show drink pepsi ?” then you are noticing product placement. It’s way
that these films and shows get funding. And is a great way for advertisers to reach a targeted
demographic.

D) PRINT ADVERTISING

Once a huge driver of sales, print is staking back seat to the many digital forms of advertising
now available to the marketers. However, if there is one
thing that certain about advertising. It’s that being different is good. And when consumers
tire of digital ads a return to printed pieces, and the tactile feeling and permanence they
provide , is definitely on the cards.
 PERIODICAL ADVERTISING

IF IT’S in a magazine , a newspaper, or anything else that comes out at regular interval, then
it’s periodical advertising. For decades print ads were the gold standards for advertisers and
their clients. To grab the centre spread of big magazine, or the back cover of a newspaper,
meant millions of people were seeing the message.

1. BROCURES, LEAFLETS, FLYERS, HANDOUTS AND POINT OF

SALE ADVERTISING

Although some of these can be placed within the pages of newspaper and magazines , they
are treated as a separate entity . from something that sits on a counter or customer service
desk , to a glossy car brochure, this is a more intimate, and long form, way of engaging the
consumer. Use this when you have more information than you can cram into a print ad.

2. DIRECT MAIL ADVERTISING

Either of the techniques mentioned above can be incorporated into direct mail. It simply
means that your printed pieces are mailed direct to the consumer. This is a technique that has
been and continues to be, abused by inferior marketing agencies that have turned the craft
into “junk mail” . Done right direct mail can be a fantastic way to engage the customer. If it is
creative and intelligently conceived and executed. Do not count it out.

E) GUERRILLA ADVERTISING

Also known as ambient media guerrilla advertising has become prominent over the last 20
years. It is a broadly used term for anything unconventional and usually invites the customer
to participate or interest with the piece in some way. Location is important as is timing. The
driving forces behind guerrilla advertising or marketing are creative ideas and innovation not
a large budget . Quite often, you will ask for forgiveness rather than permission with these
campaigns and they will spread via word of mouth and social media.

F) BROADCAST ADVERTISING

A mass market form of communication including television and radio broadcast advertising
has until recently been the most dominant way to reach a large number of consumers.
Broadcast advertising has really taken a beating over the last few years, especially with the
rise of DVRs and “ad skipping” technology. However it is still a popular way to reach
millions to people, especially when the super bowl comes around.

G) ONLINE ADVERTISING

IF you see advertisement via the internet then it is classified as online advertising. In fact
there are ads on this very page, and most other websites you visit as they are the primary
revenue driver for the internet. Another avenue of the online advertising is “native advertising
“. Which is the digital variation of the old print advertorials. And sponsored content is
growing by leaps and bounds.

H) CELL PHONE & MOBILE ADVERTISING

A relative new form of advertising compared to the others but one that is domination the
media mix uses cell phones. Ipads , kindles, nooks, and other portable electronic devices with
internet connectivity. Current trends in mobile advertising involves major use of social media
such s twitter. Instagram, snapchat and facebook.

Right now, this is the toughest nut to crack. This kind of advertising is not only disruptive,
but can leave the customers with a lot of ill will. If you do it do it right. For a while native
advertising was a good way to get into the feed but even that has come under scrutiny for
being deceptive.
Real Estate

BREAKING DOWN Real Estate

Real estate is a special instance of real property. Real property, a broader term, includes land,
buildings and other improvements – plus the rights of use and enjoyment of that land and all
its improvements. Renters and leaseholders may have rights to inhabit land or buildings that
are considered a part of their personal estate, but are not considered real estate.

Personal property includes intangible assets like stocks, bonds and other investments; it also
includes chattels, like computers, furniture and clothes, as well as fixtures like a dishwasher,
even if you are renting a home.

Real estate refers to land, as well as any physical property or improvements affixed to the
land, including houses, buildings, landscaping, fencing, wells, etc.

Residential Real Estate and Home Ownership

According to a December 2017 report from real estate website Zillow, the total value of all
U.S. homes in 2017 was $31.8 trillion, more than 1.5 times the nation's Gross Domestic
Product (GDP) at the time. Home ownership, also known as , is the most common type of real
estate investment in the United States. According to the National Multifamily Housing
Council, roughly two-thirds of residents own their home. Often, they have the purchase by
taking out a particular type of loan known as a mortgage, in which the property acts as
collateral for the debt.

Individuals shopping for a mortgage to invest in real estate in the form of an owner-occupied
home are faced with a variety of options. Mortgages can either be fixed-rate or variable-
rate. generally have higher interest rates thanvwhich can make them more expensive in the
short run. Fixed-rate loans cost more in the short-term because they are protected from future
interest rate increases.

Banks publish that show how much of a borrower's monthly payments go to paying off
interest versus how much goes to paying off the principal of the loan. are mortgages that
don't fully amortize over time: The borrower pays interest for a set period, five years for
example, and then must pay the remainder of the loan in a balloon payment at the end of the
term.Also, mortgages can come with heavy costs, including transaction fees and taxes, which
are often rolled into the loan itself. Once potential homeowners have proven their and
secured a mortgage from a bank or other lender, they must complete an additional set of steps
to make sure the property is legally for sale and in good condition.

Residential Residential segment contributes ~80 per cent of the real estate sector. New housing
space launches across top seven cities in India are expected to increase by 32 per cent
yearon-year by 2018 end to 193,600 units.
Commercia Few players with presence across India. Most of the activity is in the leasing segment
l space
Retail space FDI in multi brand retail to boost demand In 2017, new retail space of 6.4 million was
finished and supply of around 20 mn sq ft is expected in 2019. Between 2015 and
March 2018, the retail segment in Indian realty attracted private equity investments
of around Rs 5,500 crore (US$ $853.4 million) up to March 2018
Hospitality The country has 406 approved hotels with 31,944 rooms.*
space
SEZs As of July 2018, India had formally approved 420 SEZs, of which 223 were in
operation. Majority of the SEZs are in the IT/ ITeS sector.

1000
900
800
700
600 2017
500 2025
400 2030
300
200
100
0
market size in us $

Notes: CAGR - Compounded Annual Growth Rate; F – Forecast, Information is as per latest data available,
*average of indices of all cities
Source: KPMG, Report on Real Estate Sector in India – Corporate Catalyst India Pvt Ltd, CBRE, National
Housing Bank

Real Estate sector in India is expected to reach a market size of US$ US$ 1 trillion by 2030
from US$ 120 billion in 2017. Increasing share of real estate in the GDP would be supported
by increasing industrial activity, improving income level and urbanisation. Mumbai and
Bengaluru have been rated as the top real investment destinations in Asia . The government
also launched 10 key policies for real estate sector in 2016, namely: • Real Estate Regulatory
Act • Benami Transactions Act • Boost to affordable housing construction • Interest subsidy
to home buyers • Change in arbitration norms • Service tax exemption • Dividend
Distribution Tax (DDT) exemption • Goods and Services Tax • Demonetisation • PR for
foreign investors

250

200 2012
2013
150
2014
100 2015
2016
50
2017

0
numbers of malls in india

Source: : Cushman and Wakefield, CBRE, JLL India, Real estate intelligence
service (JLL), Anarock

Scenario Currently, retail accounts for a small portion of the

Indian real estate market. Organised retailers are few
and the organised retail space is mostly developed by
residential/office space developers.
Key Drivers Booming consumerism in India. Organised retail
sector growing 25-30 per cent annually Entry of MNC
retailers. India’s population below 30 years of age
having exposure to global retail are expected to drive
demand for organised retail.
`Notable Around 32 new malls with area of 13.5 million square
feet are expected to start operations in 2019 Mumbai,
National Capital Region (NCR), Bengaluru and
Kolkata witnessed highest growth in retail real estate
during 2018. Private equity investments in Indian
retail assets increased 15 per cent in CY 2017 to reach
US$ 800 million. During January-March 2018,
private equity investors invested Rs 950 crore (US$
147.4 million) into Indian malls.
Commercial Real Estate
is used for commerce and includes anything from strip malls and free-standing restaurants to
office buildings and skyscrapers. It is often distinguished from industrial real estate, which is
practical space used in the manufacturing of products. Buying or leasing real estate for
commercial purposes is very different from or even buying residential real estate as an
investment. Commercial leases are generally longer than residential leases. Commercial real
estate returns are based on their profitability per square foot, unlike structures intended to be
private residences. Moreover, lenders may require more money for a down payment on
a than for a residence.

Investing in Real Estate

Unlike other investments, real estate is dramatically affected by its surroundings and
immediate geographic area; hence the well-known real-estate maxim "location, location,
location." With the exception of a severe national recession or depression, residential real
estate values in particular are affected primarily by local factors, such as the area's
employment rate, economy, crime rates, transportation facilities, quality of schools and other
municipal services, and property taxes.

There are key differences in residential and commercial real estate investments. On the one
hand, residential real estate is usually less expensive and smaller than commercial real estate
and so it is more affordable for the small investor.

On the other hand, commercial real estate is often more valuable per square foot and its leases
are longer, which theoretically ensures a more predictable income stream. With greater
revenue comes greater responsibility; however, commercial rental real estate is more heavily
regulated than residential real estate and these regulations can differ not only from country to
country and state by state, but also by county and city. Even within cities, regulations add a
layer of unwanted complexity to commercial real estate investments.

There is also increased risk of tenant turnover in commercial rental agreements. If

the business model is bad, their product is unattractive or they are simply poor managers, they
might declare bankruptcy, which can abruptly stop expensive real estate from generating
revenue. Moreover, just as land can appreciate in value, it can also . Once-hot retail locations
have been known to decay into rotten shopping centers and dead malls.

How to Invest in Real Estate

One can invest in real estate directly by buying actual properties or parcels of land; or
indirectly, by buying shares in .
Investing directly in real estate results in profits (or losses) through two avenues, which
haven't changed in centuries:

1. revenue from rent or leases

2. of the real estate's value

Of the two avenues above, appreciation is the most common. It’s achieved through different
means, but the increase in a property’s value isn't actually realized until the owner sells it
outright, or his mortgage on it. Raw and undeveloped land, like the territory right outside a
city’s borders, offers the biggest potential for construction, enhancement and profit.
Appreciation can also come from discovering valuable materials on a plot of land, like
striking oil. Or, simply by a rise in the area around the land you own.

As a neighborhood grows and develops, property values tend to climb. The gentrification of
urban neighborhoods in some American cities over the last few decades has often resulted in
a dramatic increase in real estate prices. Scarcity can play a factor, too. If a lot is the last of its
size or kind in a prestigious area – or one in which such lots rarely become available – it
obviously gains in marketability.

Income from real estate comes in many forms. The biggest generator is the rent paid on land
already developed into residential or commercial properties. But companies will pay royalties
for discoveries on raw land, or they may pay to build structures on it, like cell towers or
pipelines. Income can also come from the indirect investments, like REITS, which trade like
stocks, with real estate as their underlying security. In a REIT, the owner of multiple
properties sells shares to investors and passes along rental income.

In India internet penetration is increasing at a very fast pace, mobile internet penetration
alone is expected to reach 213 million by June 2015 that will be a 23% increase within 6
months. As per TRAI (Telecom Regulatory Authority of India) there are 935 million mobile
connections as on 31 October 2014, so we can well imagine the huge potential for the growth
of this market. Figure 1 explains the growth graph of internet penetration in India

India is now the third largest internet user in the world but the internet penetration is just 13%
of the total population. Thus there is tremendous scope for marketing and reaching wider
audience through this media.
Most real estate businesses have realized the scope of online marketing in developing
countries like India and are fast venturing into this mode of marketing also for their projects.
Advantages of using internet as a marketing media are:

Cost-effective:
Online marketing is the most cost effective mode of marketing as there is no requirement to
set up physical infrastructure for this kind of marketing we are able to reach maximum target
audience at minimal cost.

Vast Reach:
With the help of internet we can reach more people than traditional advertising media at a
fraction of the cost. If we want to promote a real estate project in the national and
international market then also internet is one of the most suitable method.

Minimizing Risk
As we do not have to set up any infrastructure thus there is lesser risk to our investment. We
can also mitigate the risk of marketing the project to the wrong segment by focusing on our
target audience on the internet.

Maximizing efficiency:
Internet advertising can also be more targeted than some traditional media, ensuring that your
messages are seen by the most relevant audiences. Also because we reach a wide range of
customers at a minimal cost, this mode of advertisement can be considered one of the most
efficient.

Long-Term Exposure to campaign:

The benefit of an organic search marketing campaign that optimizes a website for specific
keywords is that you will achieve a long-term return on your investment. Once your website’s
visibility is well-established with search engines, it is easy to do regular low-cost
maintenance of your strategy. The early adopters of new online marketing platforms like
social media marketing will have a significant head start over their competition.

Internet leads to faster discovery of customer needs, greater customization of the products to
the customer needs, faster product testing, and shorter product life cycles. Price on the
Internet has become very competitive due to price transparency on the Internet as it is much
quicker and easier to compare prices by visiting company or channel partner websites. The
other reason is the ability to reduce costs such as store space and staff costs. In this sense,
Internet is considered as the most cost-effective marketing tool. Internet offers a new way for
distributing products through online selling and also with Internet companies can expand
from local market to both national and international markets. Internet can also be used to
exploit new markets. Internet also offers a new additional marketing communication channel
to inform customers of the USP’s of a project and assists in different stages of the buying
process.
Types of Online Medias for marketing
 Websites
 Real estate portals
 Social Media
 Blogs
 Video Hosting websites
Websites:
Websites help in the direct contact between customers and the company. Daily traffic on the
websites of various real estate companies also helps in driving sales. With the increase of
internet users most people have started going online and searching for details about a
residential project on the net. If we do not have a website we will be losing on to potential
customers
Real Estate Video Marketing :
People researching online for real estate properties often looks for tangibility in shape of
content – web content, blog, image, infographics, VIDEO etc.
As Kissmetrics found that by watching the product video more than 80 per cent viewers are
more likely to buy.
In real estate marketing in India, when there’s a trust deficit even in well-know developers, it
becomes important to brand identity and loyalty by offering tangibility to prospects in shape
of videos of the properties.
Video production for online marketing and video marketing is excessively cheaper in
comparison to other Television commercial, moreover with video marketing you reach your
target audience easily and with higher conversion rate.
There are type of video production you do for your brand that can be for website, blog, social
media and other platforms for varied purposes – branding, awareness, sales etc.

Real estate Portals:

Real estate portals act as an interface between buyers and the sellers of property, as per
analysis done by magicbricks.com the average daily visitors on their website is 1, 60,000.
Some of the popular real estate web portals are:
 a) Magicbricks.com
b) 99acres.com
c) Indiaproperty.com
d) Commonfloor.com

The real estate sector is one of the most globally recognized sectors. In India, real estate is the
second largest employer after agriculture and is slated to grow at 30 per cent over the next
decade. The real estate sector comprises four sub sectors - housing, retail, hospitality, and
commercial. The growth of this sector is well complemented by the growth of the corporate
environment and the demand for office space as well as urban and semi-urban
accommodations. The construction industry ranks third among the 14 major sectors in terms
of direct, indirect and induced effects in all sectors of the economy.

It is also expected that this sector will incur more non-resident Indian (NRI) investments in
both the short term and the long term. Bengaluru is expected to be the most favored property
investment destination for NRIs, followed by Ahmedabad, Pune, Chennai, Goa, Delhi and
Dehradun.

India's rank in the Global House Price Index has jumped 13* spots to reach the ninth position
among 55 international markets, on the back of increasing prices in mainstream residential
sector.
Indian customers are excessively using Internet to search and research before buying high
value item especially real estate.
In India, when you have more than 200 million users online, which is the creamy layer of
India’s marketplace consisting of high-net-worth individuals to middle class and lower-
middle class, and then no real estate company in India can afford to ignore Internet’s role as a
marketplace and marketing funnel.
Now, real estate companies in India are exploiting digital marketing to reduce their marketing
spends on traditional media, and enhance their outreach, effectiveness, and conversion rate.
In a survey by Assocham, real estate firms in India spend about Rs. 2,500 crore per annum on
advertisements and marketing, out of which 25 per cent are directly spent on digital
marketing.
With such a major chunk of digital marketing proves that real estate has approved its efficacy
and relevance.
Just recently, Tata Housing announced that online sales could easily reach 30 per cent of the
total revenue in coming years.
There you are, if you belong to the real estate industry in India, digital marketing is currently
playing crucial role in your sales.
Moreover, on Internet you have level playing field, where you can challenge big players with
your innovative and creative marketing campaigns and without spending moolah for it.
Now question is – “how do you boost your online sales?” to answer that I have listed seven
ways you can boost online sales with real estate online marketing.

The Indian real estate market is expected to touch US$ 180 billion by 2020. Housing sector is
expected to contribute around 11 per cent to India’s GDP by 2020. In the period FY2008-
2020, the market size of this sector is expected to increase at a Compound Annual Growth
Rate (CAGR) of 11.2 per cent. Retail, hospitality and commercial real estate are also growing
significantly, providing the much-needed infrastructure for India's growing needs.
Private equity and debt investments in India's real estate sector grew 12 per cent year-on-year
to US$ 4.18 billion across 79 transactions in 2017. In 2017, M&A deals worth US$ 3.26
billion were made in India’s real estate sector. Private equity investments in Indian retail
assets increased 15 per cent in CY 2017 to reach US$ 800 million. India is expected to
witness an upward rise in the number of real estate deals in 2018, on the back of policy
changes that have made the market more transparent. Sectors such as IT and ITeS, retail,
consulting and e-commerce have registered high demand for office space in recent times. The
office space absorption in 2017 across the top eight cities amounted to 18 million square feet
(msf) as of September 2017. Private equity inflows in office and IT/ITES real estate have
grown 150 per cent between 2014 and 2017 backed by a strong attraction towards office
sector. In 2017, new retail space of 6.4 million has finished and supply of around 20 sq ft is
expected in 2019.
Government Initiatives

The Government of India along with the governments of the respective states has taken
several initiatives to encourage the development in the sector. The Smart City Project, where
there is a plan to build 100 smart cities, is a prime opportunity for the real estate companies.
Below are some of the other major Government Initiatives:

In February 2018, creation of National Urban Housing Fund was approved with an
outlay of Rs 60,000 crore (US$ 9.27 billion).

Under the Pradhan Mantri Awas Yojana (PMAY) Urban 1,427,486 houses have been
sanctioned in 2017-18. In March 2018, construction of additional 3,21,567 affordable
houses was sanctioned under the scheme.
LITERATURE REVIEW

Introduction
A large body of literature is available on business to business advertising focusing largely on
the advertising content and its effectiveness (Levitt, 1983), comparisons and variations in
advertising and promotional expenditures in consumer, industrial and service markets (Harris
and Attour, 2003), the type of advertising such as copy, length and readership. Other works
have reported on business to business advertising can be improved documenting the state of a
given type of practice (Stevenson, and Swayne 1988) or making comparisons between
practices in different media or markets (Solberg, 2000).
Advertising message Appeals
The message strategy, also referred to as the appeal, is the general overall approach that the
advertisement adopts. Despite an array of terminology there is general agreement that there
are two types of message appeal. The first of these appeals is of a rational nature. This has
been defined by Khanh and Hau, (2007) as a presentation of factual information in a
straightforward way, characterized by objectivity. Mai. (2005) refers to this rational approach
as informational advertising. Denning, (2006) categories it as the functional congruity route,
which they define as the match between the beliefs of the product utilitarian, attributes and
the consumer's ideal attributes. They suggest that the functional congruity route is similar to
the central processing route in the Elaboration Likelihood Model (ELM) (Keegan, 2008).
Such an offering is generally consumed inconspicuously and therefore self-image is not
important (Lin, 2001).
The second appeal type is of an emotional nature and has been associated with such feelings
as adventure, fear, romance and status (Garreston and Burton, 2005). Mortimer, (2005) refer
to this emotional approach as the self-congruity route which is defined as the matching of the
product's value-expressive attributes and the consumer's self-concept and likened to
peripheral processing in the ELM. An important feature of many self-congruity products is
that they are consumed publicly and therefore the matching of the brand and consumer image
is paramount. This type of appeal has also been defined as transformational where the brand
is linked with a positive and enjoyable experience (Rossiter and Percy, 1997).
There is also agreement that the type of appeal needs to match the product type for maximum
effectiveness, that a rational appeal is more effective for a utilitarian product whereas an
emotional approach is suitable for value-expressive or experiential products (Stern and
Resnik, 2001).
A body of research by Stafford and colleagues has tested the effectiveness of rational and
emotional appeals in terms of attitude to the advert, attitude to the service, level of recall and
patronage intention. They have found that the rational approach is more effective in all
respects for both experiential services and utilitarian services thereby disputing the matching
theory (Stafford and Stafford, 2001).
The debate continues with the findings of a more recent study by Harris and Attour, (2003)
which suggests that a documentation strategy, which could be classified as a rational
approach, is more effective in the advertising of hedonic or experiential services than
utilitarian, which is a complete reversal of the matching theory. They argue that consumers
are more motivated to search for information when the consumption of the service is going to
give them pleasure. Some support for this proposal is provided by Mortimer (2005) who
found that high involvement experiential services were perceived by consumers to be high in
importance as well as interest and thereby information search was not at a lower level than for
high involvement utilitarian services, as had been predicted.
Although the argument for emotional advertising for services is gaining pace it still lacks a
strong empirical underpinning (Mattila, 1999). For example Kotler and Keller, (2006)
propose that transformational advertising is more likely to be used for services, due to the
intangibility of services which leads to the tendency of services advertisements to concentrate
on building brand image. They refer to the work of Kubacki and Skinner. (2006) which found
that transformational advertising was more prevalent in services advertising than in goods
advertising. However a closer look at the results indicates that only 40 per cent of the service
advertisements were adopting a transformational approach and that no indication of
effectiveness was provided.
Three main reasons have been put forward to explain the inconsistent results on the matching
theory. First, effectiveness has been measured in a number of different ways i.e. recall,
persuasion and key message comprehension (George. 2005). Second, rational and emotional
appeals are being classified differently. A number of researchers have utilized comprehensive
list of 42 rational and emotional appeals and it is this list that is incorporated in this study.
However, there is little which has been adopted in other studies acknowledging the lack of a
recognized model for emotional advertising content, created another list, which again added
new definitions. Third, there may be other product characteristics whi-ch have an influence of
the appropriate appeal, e.g. maturity, product homogeneity (Stewart, David and Furse, 1996)
Products Advertisement characteristics
Changes in industrial or business to business advertising practices over time have been less
examined. Changes to advertising practice can occur in several ways. First and foremost it
may be that the types of goods and services available to meet consumers' needs have changed
through stages of the product life cycle. These can be the results of changes in technology, for
example there has been an increased use of complex marketing research techniques that
previously were unavailable (Burke, Raymond and Thomas 1988).
There are also social cultural changes that impact on what is marketed, for example there has
been an increase in the use of environmental marketing appeals resulting from the increased
importance placed on environmental issues (Denning, 2006). Of course, in the business to
business context new marketing technology has also resulted in new goods and services, for
example web design services are something that may be of interest to most organizations, but
did not exist 15 years ago.
Products or services offer different benefits to people and are different, therefore, in their
meanings and goals to people. It is intuitive that the appeal cannot fit all product types or all
consumption goals. For instance, it has been found that different products (such as feeling
versus thinking products according to the FCB Grid) are particularly suited for some
advertising appeals such as humor in the USA. Krugman, (1997) pointed out that the
effectiveness of valueexpressive as opposed to utilitarian appeals is a function of such
product-related factors as product differentiation, life cycle, scarcity, conspicuousness, and
consumer-related factors, such as involvement, prior knowledge, and self-monitoring. As a
consequence, appeals which are used to demonstrate the benefits and values of different
products could be differentially effective in inducing desired responses from consumers
(Weitz. and Bradford, 1999).
Therefore, different product types could potentially moderate the effectiveness of advertising
message appeals. A product which offers benefits to both the individual and the group, such
as the camera, can be advertised with an individualistic appeal (such as those emphasizing
individual creativity with the use of camera) as well as with a collectivistic appeal (such as
those showing people in a social setting enjoying the occasion and the camera). Due to the
cultural differences discussed above, we have argued that a collectivistic appeal would
probably fare better in a collectivistic culture, whereas an individualistic appeal would
typically perform well in an individualistic culture. However the latitude of choice in
advertising themes can be limited in the case of personal products (such as toothbrush or
razor) that offer only personal benefits. Regardless of the cultural contexts in which such
products may be advertised, it would be less appropriate to use collectivistic appeals with
such products since the consumption of such products typically happens in a private setting
and there is little social consequences associated with the consumption of such products
(Denning, 2006).
The need for advertisement
Consumers may attend to advertisements for a variety of reasons. Attention alone is not
sufficient to make the advertising successful. Advertisements that are interesting,
entertaining, and even irritating can attract attention; however, such advertisements may not
result in the consumer attending to or understanding the intended message of the advertiser.
Assuring that consumers attend to and understand the intended message rather than peripheral
characteristics (such as a joke or song) requires careful crafting of the advertising message.
Advertising research has demonstrated that the message must be clear and meaningful to the
consumer; if the consumer does not comprehend the message, it will not have the desired
effect (Melewar, Turnbull and Balabanis, 2000). Thus, it is important when creating the
advertisement to understand how consumers think about products and product benefits and to
use language that the consumer will understand. It is also important that the product and the
product message be the focal point of the advertisement. Most of the time or space in the
advertisement should be devoted to the product and the product message should be well .
integrated within the advertisement. Advertising that consists primarily of creative clutter and
does not focus on the product is unlikely to be effective. Longer advertisements tend to
facilitate better information processing, but the benefit of a longer advertisement may not
always be sufficiently large enough to justify the additional costs of a longer advertisement
(Stern and Resnik 2001).
An especially important issue in the creation of advertising is related to understanding how
much information consumers want about a given product. For some products, consumers may
want a great deal of information and may wish to exert a great deal of effort in processing the
information. In many cases, however, especially for products of relatively low cost,
consumers do not want very much information and are unwilling to process more than a
modest amount of product information. In fact, consumers may differ with respect to the
amount of information processing they are willing to do even for the same product. Thus, the
advertiser must understand how much information individual consumers' desire and how
much variability exists among consumers with respect to their willingness to process
information. Such an understanding not only indicates how much information to put in an
advertisement, it also suggests which media may be most appropriate for delivering the
message. Complex messages are generally better delivered in print advertising, while simple
messages can generally be delivered on television or radio (Harris and Attour, 2003).
Mode of Advertising
Advertising is no more just another aspect which organization might consider or even ignore
for your business (Stern and Resnik 2001). The success of every service, product or
entrepreneurship depends on the kind of advertising campaigns adopted by the owner. With
gradual advancement of technology quite a number of mediums have come up which you can
use for advertising purposes. In fact outdoor advertising helps a great deal in catching the
eyes of millions of people (Vaughn, 2006).
Television advertising
The TV commercial is generally considered the most effective mass-market advertising
format as is reflected by the high prices TV networks charge for commercial airtime during
popular TV events. The annual Super Bowl football game in the United States is known as
the most prominent advertising event on television. The average cost of a single thirty-second
TV spot during this game has reached US$3 million (Nowak. Cameron and Krugman, 2003).
The majorities of television commercials feature a song or jingle that listeners soon relate to
the product. Virtual advertisements may be inserted into regular television programming
through computer graphics. It is typically inserted into otherwise blank backdrops or used to
replace local billboards that are not relevant to the remote broadcast audience. More
controversially, virtual billboards may be inserted into the background where none exist in
real-life. This technique is especially used in televised sporting events. Virtual product
placement is also possible. Infomercials: An infomercial is a long-format television
commercial, typically five minutes or longer. The word "infomercial" combines the words
"information" and "'commercial". The main objective in an infomercial is to create an
impulse purchase, so that the consumer sees the presentation and then immediately buys the
product through the advertised toll-free telephone number or website. Infomercials describe,
display, and often demonstrate products and their features, and commonly have testimonials
from consumers and industry professionals (Schmidt and Spreng, 2000).
Radio advertising
Radio advertising is a form of advertising via the medium of radio. Radio advertisements are
broadcast as radio waves to the air from a transmitter to an antenna and a thus to a receiving
device. Airtime is purchased from a station or network in exchange for airing the
commercials. While radio has the obvious limitation of being restricted to sound, proponents
of radio advertising often cite this as an advantage (Vaughn, 2006).
Online advertising
Online advertising is a form of promotion that uses the Internet and World Wide Web for the
expressed purpose of delivering marketing messages to attract customers. Examples of online
advertising include contextual ads that appear on search engine results pages, banner ads, in
text ads, Rich Media Ads, Social network advertising, online classified advertising,
advertising networks and e-mail marketing, including e-mail spam (Solberg, 2000)
Press advertising
Press advertising describes advertising in a printed medium such as a newspaper, magazine,
or trade journal. This encompasses everything from media with a very broad readership base,
such as a major national newspaper or magazine, to more narrowly targeted media such as
local newspapers and trade journals on very specialized topics. A form of press advertising is
classified advertising, which allows private individuals or companies to purchase a small,
narrowly targeted ad for a low fee advertising a product or service. Another form of press
advertising is the Display Ad, which is a larger ad (can include art) that typically run in an
article section of a newspaper (Turley and Kelley, 1997).
Billboard advertising:
Billboards are large structures located in public places which display advertisements to
passing pedestrians and motorists. Most often, they are located on main roads with a large
amount of passing motor and pedestrian traffic; however, they can be placed in any location
with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping
malls or office buildings, and in stadiums. The RedEye newspaper advertised to its target
market at North Avenue Beach with a sailboat billboard on Lake Michigan (Kubacki and
Skinner 2006).
Mobile billboard advertising
Mobile billboards are generally vehicle mounted billboards or digital screens. These can be
on dedicated vehicles built solely for carrying advertisements along routes preselected by
clients, they can also be specially equipped cargo trucks or. in some cases, large banners
strewn from planes (Levitt, 1983). The billboards are often lighted; some being backlit, and
others employing spotlights. Some billboard displays are.static, while others change; for
example, continuously or periodically rotating among a set of advertisements. Mobile
displays are used for various situations in metropolitan areas throughout the world, including:
Target advertising, one-day, and long-term campaigns, Conventions, Sporting events, Store
openings and similar promotional events, and Big advertisements from smaller companies
(Harris and Attour, 2003).
Advertising effectiveness
Although the primary objective of advertising is to persuade, it may achieve this objective in
many different ways. An important function of advertising is the identification function, that
is, to identify a product and differentiate it from others; this creates an awareness of the
product and provides a basis for consumers to choose the advertised product over other
products. Another function of advertising is to communicate information about the product,
its attributes, and its location of sale; this is the information function (Kendall. 2004). The
third function of advertising is to induce consumers to try new products and to suggest reuse
of the product as well as new uses; this is the persuasion function. The identification function
of advertising includes the ability of advertising to differentiate a product so that it has its
own unique identity or personality. One famous example of this is found in the long-running
advertising for Ivory Soap.
For more than one hundred years, advertisements for residential houses have focused on such
residential characteristics such as apartments. Thus, various advertisements emphasized "That
Ivory Look," which focused on the relationships between product characteristics and the
benefits of obtaining a fresh and healthy appearance (Kubacki and Skinner 2006).
Advertising acts as a persuasion tool also provide evident in the long-running residential
houses advertising campaigns. The advertiser, Procter and Gamble, has linked residential
houses with obtaining .benefits that are important to customers living in quality houses.
Different benefits are important to different customers. Thus, to realize its full potential as a
persuasive tool, advertising must often be tailored to emphasize those benefits that are
important and meaningful for a particular type of customer or a particular use of the product.
Advertising has existed in ancient times in the form of signs that advertised wares in markets.
In Europe and colonial America, criers were often employed by shopkeepers to shout a
message throughout a town. Medicine shows, in which there was a combination of
entertainment and an effort to sell a product, usually a patent medicine or elixir, presaged
modern advertising bycreating an entertainment context in which advertising was embedded.
Advertising became especially important in the second half of the nineteenth century as
retailers began to advertise products and prices that would bring customers to their stores.
Advertising for patent medicines also played a prominent role in the development of
advertising, and by the end of the nineteenth century, the firms that would become advertising
agencies had already begun to form (Kubacki and Skinner 2006).
Creating Awareness
In the context of advertising, the first hurdle for an advertiser is to obtain the create awareness
of the residential properties consumer. This involves two important actions. First, it is
important for the advertiser to know where a communication should be place to increase the
odds of reaching a particular type of consumer; this is the media decision. Careful analysis of
the consumer use of various media what television shows they watch, what route they take to
work, and what magazines they read allows the advertisers to identify those media to which
target consumers are most likely to be exposed (Nowak, Cameron and Krugman. 2003).
Placing an advertisement about residential house to be sold in a place where relevant
consumers are unlikely to see it assures that the advertising will be ineffective. However, just
because a consumer happens to view a television show or read a magazine in which an
advertisement is placed does not a guarantee that the consumer will see the advertisement.
The consumer may have left the room when the television commercial aired or may not have
read the particular part of the magazine in which the advertisement appeared. Advertisers
solve this problem by repeating advertising in the same and in different media in order to
increase the probability that a given consumer will actually be exposed to the advertising.
Thus, a key task for the advertiser is to identify create awareness of the existing product on
sales and develop a schedule of repetition for the advertisement that maximizes the number of
consumers who will be exposed to the advertising message. This is typically the
responsibility of the media department in an advertising agency (George, 2005).
Advertising Conviction
Exposure to an advertisement still does not mean that a consumer will attend to it. A
consumer may simply turn the page of a magazine, look away from the television, or click on
a banner advertisement on the Internet to make it go away without ever paying attention to
the advertisement. Thus, obtaining the attention of consumers who are, in fact, exposed to an
advertisement is a significant challenge for advertisers. Various characteristics of
advertisements have been found to increase the likelihood that consumers will attend to an
advertisement (Mattila, 2000). Advertisements that include relevant information for the
consumer, such as a product benefit that is important to the consumer, are especially likely to
attract attention. Information that is new to the consumer is also likely to obtain the attention
of the consumer. Various creative devices such as the use of humor, a well-known celebrity,
or an especially entertaining presentation also tend to attract attention. The latter devices must
be used carefully; if they are not well integrated with the primary message of the advertiser,
the consumer may attend to the advertisement, but only focus on the creative device (the
humor, the identity of the celebrity) rather the intended message of the advertiser. Advertisers
often refer to characteristics of advertisements that gain attention but distract the viewer from
the primary message as "creative clutter (Krugman, 1997)

Enhancing Conviction
An especially challenging dimension of advertising revolves around balancing the repetition
of an advertisement, which is intended to increase the probability of a consumer being
exposed to it, with the likelihood the consumer will attend to the advertisement when exposed
(Denning, 2006). Consumers are less likely to attend to advertisements they have already
seen, and the more often an individual consumer has seen an advertisement previously the
less likely they are to pay attention to it when exposed again. This phenomenon is referred to
as "advertising wearout." Wearout can be a particular problem when advertising in markets
where the likelihood of advertising exposure varies considerably across consumers. The
number of repetitions of the advertisement needed to reach some consumers may be so great
that the advertisement wears out among other consumers who are more readily exposed to
the- advertisement. To combat such wear out, advertisers will often use multiple
advertisements that vary in terms of execution or presentation but carry similar messages.
Such variation tends to reduce advertising wear out by providing something new to the
consumer that serves as the basis for attracting attention (George, 2005).
Ad Source (Credibility)
The term "ad source" is used to refer to traits of the communicator on whether an individual
or a company and includes expertise, trustworthiness, attractiveness, and power. Denning,
(2006) found that credibility strongly influences attitude toward the advertiser, which in turn
is an important predictor of attitude toward the ad. Corporate credibility is defined as "the
extent to which consumers believe that a firm can design and deliver products and services
that satisfy customer needs and wants" and has been found to have direct positive effects on
attitude toward the ad. the brand, and purchase intent (Mai. 2005). We focus on source
expertise and trustworthiness and expect that:
Appeal
Message appeals are usually divided into rational and emotional ones (Kim, Forsythes and
Moon, 2002). Rational appeals are typically based on factual information and focus on
product attributes. Emotional appeals, on the other hand, typically intend to create positive
emotions and develop a brand personality. Emotional appeals have been found to be most
effective when brand response involvement and advertising message involvement are low,
whereas rational appeals are found to be relatively more effective when customers are highly
involved with the brand and the advertisement (George, 2005). Keegan. (2008) have
proposed that value-expressive advertising appeals are persuasive when the product is value-
expressive, whereas utilitarian appeals are persuasive when the product is utilitarian. A series
of studies by Shavitt (1990) yielded evidence about the attitude functions associated with
different products, and showed that attitudes toward products that serve different functions
respond to different'types of advertising appeals (Khanh and'Hau,2007).
Product Involvement
In light of our initial review of prior research on mobile advertising, there is a need for
comparative research that explores whether mobile phone users react differently to diverse
types of products. As Vaughn, (2006) argues, "it is likely that the relative effect of cognition
versus affect varies... across objects (e.g., perfumes vs. mutual funds)" (p. 4&0). According to
the FCB Grid (Kim, et al 2002)), products differ in their "feel or think" nature. When
individuals base their purchase decision mainly on how they feel about the product, then the
product is characterized as "feel"; when the purchase decision is based mainly on thoughts,
then the product is characterized as "think" (Khanh and Hau, 2007). As Lin, (2001) argue, the
degree to which consumers process advertising communications and react to the message in
an active or passive way depends on their involvement with the product. The Elaboration
Likelihood Model George, (2005) suggests that involvement affects motivation to process
information. People with high product involvement may be more likely to explore more
product-specific information. If advertisement arguments are strong, involved consumers may
be more likely to form a positive attitude toward the advertised products (Khanh and Hau.
2007)
Attitude Formation
In some cases, the objective of the advertiser is immediate action by the consumer that is
directresponse advertising where the goal is to have the consumer does something
immediately (buy a product, make a pledge, and so on). In most cases, however, there is a lag
between advertising exposure and any action on the part of the consumer (Denning, 2006). In
such cases, an important communication goal of an advertiser is to create a positive attitude
toward their product. Attitudes are predispositions or tendencies to behave or react in a
consistent way over time. There is an effect, or feeling, dimension associated with attitudes,
and there are generally various beliefs that provide justification for the feeling and
predisposition. The goal of advertising is to have a positive impact on attitudes; these
attitudes, in turn, influence future behavior. When the consumer next goes to the store to buy
a particular type of product, these attitudes influence the choice of the product (Rossiter and
Percy., 1997).
In some cases, the goal of advertising may be to create negative attitudes. For example, in
various antidrug and antismoking public-service announcements, the objective of the
communication is to reduce the likelihood that the viewer will use drugs or smoke.
Attitudes and attitude formation are among the most widely researched phenomenon in
communication research. Various theories have been offered to explain how attitudes are
formed and how they may be reinforced or modified. Advertising plays a role in attitude
formation, but it is important to recognize that the advertised product itself is the most
important determinant of attitude in the long term. A bad experience with a product will
create a negative attitude that no advertising is likely to overcome (Kendall, 2004). On the
other hand, advertising can play an especially important role in inducing consumers to try a
product for the first time, and if the
product is satisfactory, a positive attitude will result. In addition, advertising can reinforce
positive attitudes by reminding consumers of product benefits, desirable product
characteristics, and positive product experiences (Kim. et al 2002).
Intentions and Behavior
Ultimately, the effectiveness of advertising rests on whether it influences behavior. Product
advertisers want consumers to buy their product; political advertisers want voters to vote for
their candidate; and sponsors of public-service announcements related to the harmful effects
of smoking want the incidence of smoking to decline. While such effects are of primary
interest for understanding the influence of advertising, advertising is only one of many factors
that influence such behaviors (Mai, 2005).

EFFECTIVENESS OF ADVERTISEMENT IN REAL ESTATE SECTOR

A house consumer might want to buy an advertised house but may not find it in the store, or
another less-desirable product is so much less-expensive that the consumer chooses it instead.
It is possible, in some cases, to identify the direct effects of advertising on behavior, but in
most cases, there are simply too many other factors that can influence behavior to isolate the
effects of advertising. It is for this reason that most advertising research focuses on other
effects in the hierarchy of effects. When measuring the direct effect of advertising on house
consumers' behavior is of interest, it is necessary to design carefully controlled experiments
to control for all factors other than advertising (Solberg, 2000).
In common with much of housing gap which is growing every year and is increasingly
prevalent in urban areas. The current annual housing deficit is estimated at 156,000 units per
annum based on the population growth and urban migration taking place. There is limited
data on current levels of construction but according to the Ministry of Housing, it is
approximately 50,000 units a year. The deficit is largely filled by the growth in slum
dwellings and continued self-construction of poor quality traditional housing. The housing
gap

can only be partially financed by mortgages in increased advertising on the pricing, groups
such as Housing Micro-finance and rental housing to create awareness.
OBJECTIVE

The objective is to know about the importance of Advertising in the Real Estate

Sector
RESEARCH METHODOLOGY

The study will be conducted to achieve the aforesaid objective including both exploratory and
descriptive in nature and involve personal interviews that will be based on the questionnaire
format. A research methodology defines the purpose of the research, how it precedes, how to
measure course of action. The research process is carried out in a series of steps, which are
required to be taken in chronological order.

Problem Identification-

Now a day’s different companies uses different types of marketing and advertising process.
All the companies are having different Marketing strategies for their products. Advertisement
is a critical marketing function for all kinds of business houses. Formalizing the right
marketing & advertising strategy for business can positively affect the turnover rate,
company’s image, consumer’s view of company and most importantly profit of the company.
Avoiding some common problems experienced by businesses while forming marketing and
advertising strategy can improve chances of success.

Research Design-

A research design is a master plan or model for the formal investigation. Once the formal
investigation is decided, the researcher must formulate the formal plan of investigation. A
research design is specification of methods & procedures for acquiring the information
needed for solving the problem. The formal plan will concentrate on the selection of sources
of information and the selection of methods and procedures for gathering the data. Data
gathering forms are prepared, questionnaires are tested, and samples for investigation are
planned.
Data Source-

Secondary Data

It means data that are already available i.e. they refer to the data which have already been
collected and analyzed by someone else. When the researcher utilizes it, the he/ she has to
look into various sources from where he can obtain them. In this course, he is certainly not
confronted with the problems that are usually associated with the collection of original data.
Secondary data may either be published data or unpublished data.

Data Analysis And Interpretation

The process by which sense and meaning are made of the data gathered in qualitative
research, and by which the emergent knowledge is applied to client’s problems. This data
often takes the form of records of group discussions and interviews, but is not limited to this.
Through processes of revisiting and immersion in the data, and through complex activities of
structuring, re- framing or otherwise exploring it, the researcher looks for patterns and
insights relevant to the key research issues and uses these to address the client’s brief.

Report

Research report is a condensed form or a brief description of the research work done by the
researcher. It involves several steps to present the report in the form of thesis or dissertation.
RESEARCH FINDING AND ANALYSIS

The industry of real estate in India has matured enough where buyers are doing extensive
research online before actually making their final purchase. The buyers in the market are
searching for the brokers, dealers, projects, and sellers online, which make the digital
marketing even more lucrative for real estate industry.

As per Digital Marketing Activities of Social Beat Client, there has been a phenomenal
increase in the number of leads (at least 300%) from marketing real estate online via digital
marketing platform. Undoubtedly, buyers get interested with personal buying experience
when it comes to high monetary value products, digital marketing makes the real estate or
developers in India create a huge impact on the buyers.

This is true in case of real estate selling, where all the marketing activities are directed
towards generating leads than on direct conversion.
digital marketing plays a crucial role in today’s marketing world and it has become an
inseparable part of any industry or business. Therefore, the need to involve real estate digital
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27

Almost 90% of the agents’ time is spent prospecting meeting with clients, showing listings,
sending email, and working the phones. Therefore, putting your time on your digital
marketing plan is essential.
How Digital Marketing for Real Estate is different?

Looking at the marketing aspect of Real Estate, it is different from any other industry too. As
real estate is one of the biggest investment, it involves a lot of thinking, cross checks, option
hunting and extensive back and forth from prospective customers.

Talking about difference in Real estate and other industries, the usual purchase pattern is
lengthy which involves builder/brand reaching out to audience, then audience will probably
leave his or her details on the lead form.

After that, the leads will be called for a site visit post which they would probably see atleast
5-10 more options and then decide that they have to go ahead with it or not. This whole
process usually takes 3-6 months in the fastest scenarios.

While many real estate builders rely heavily on real estate portals such as Magicbricks,
99acres, commonfloor etc., they all know how important is to have their own marketing
strategy in place to create brand awareness among the audience, engage them to make them
understand the USPs and then finally convert them into customers.

That is the reason real estate industry is one of the top spender segment , especially for digital
marketing. I have been across some of my clients who spend 1 crore a month to generate
leads from Digital Marketing.

Because of it’s scattered and multi layered structure, digital marketing for real estate has to be
done with a lot of caution and requires an out of the box strategy which should create a
perfect balance between being aggressive but not too pushy.

I have a fair share of working with many real estate developers ranging from single building
owners to the biggest real estate developer in India.

Unable to state the name of one of my clients because of privacy issues, I will be talking
about the strategy which won me wonderful results for the biggest real estate developer in
India.
80% of all home buyers are searching online

Most of the buyers are looking online for their future homes and they want to know every
possible detail about the home before they actually see it.

83% of home buyers see pictures of property online

social media has made the visual culture on. Buyers are spending most of their time
researching and wish to see or take a virtual tour of the homes. For instance, IndiaProperty
has started walkthroughs of homes.

52% of the prospects used an iPhone in their home search

social media has made the visual culture on. Buyers are spending most of their time
researching and wish to see or take a virtual tour of the homes. For instance, IndiaProperty
has started walkthroughs of homes.

49% of the leads come via referrals

It is important to build yourself and your company as a brand since there is so much to gain
from personal referrals and former clients who send their friends to you.

Social media used by 91% of realtors

Social media being a free marketing tool for realtors is utilized by most of the agents and
companies.

33% of the buyers buying for the first time are researching online
Seeing these trends, it is recommended that once you get settled into creating an optimized
online presence. Also, try your hand at creating some content geared towards first-time
buyers.

Certainly, the shift to online and social media presence is one of the keys in the coming year
in order to be successful.

Gone are the days when YouTube was the only place for people to watch video clips. Today,
76% of US people who use Facebook said they see videos there. Digital Storytelling is
growing day after day. Instead of reading long, boring paragraphs, users say they want short,
engaging video clips for supporting a brand. This is the reason one should leverage Digital
Storytelling for telling a story that speaks to users on their end.
Case Study 1:

Housing.com, a Mumbai-based popular real estate search portal that allows prospective
customers to look for housing property on the basis of filters like the number of rooms,
geography, etc. Formed by 12 IIT Bombay graduates, this real estathadl was has 2,500
employees and presence in over 50 cities.

Housing.com encourages owners or brokers to list the properties and plot the same on an
interactive map in their portable. Filters can be used by the customers to search results on the
basis of parameters like area-based pricing, child friendliness index, lifestyle ratings, and
available rooms. They have also generated a number of ‘Heat Map’ algorithms and demand
flux maps on the basis of these filters.

A key factor for the growth of the company can be identified as innovation. Tied up with over
6,000 brokers, Housing.com is operating in more than 50 cities in India including Delhi,
Kolkata, Bangalore, and Mumbai. The company has mapped over 6,50,000 houses in India.

Along with that, the company is using drones to collect the data which includes aerial
photographs and surveys. The innovative way in which they carry their business has helped
them in raising the funds from a series of investors like Soft bank, angel funding, Nexus
Venture etc. Learn full case study on how Housing.com successfully leveraged Digital
Marketing.

Analysis : As an result Housing.com, which has raised over USD 100 million from various
investors including Softbank and has restructured the business, on Sunday said it expects
USD 10 million revenue in the current fiscal. Housing.com is receiving an overwhelming
response to the products it launched in January with revenue growing 200 per cent month-on-
month and the company on track to achieve $10 million in revenue this fiscal year.

After the company decided to focus its business on home buying and selling, Housing.com
said it has started a series of digital advertising products for developers and brokers to
provide maximum customer exposure and return on investment for their home sales efforts.

In addition, it is offering customised digital marketing services to large developers to drive

home sales and build developer brand equity. The company has 11,000 developers and
18,000 brokers active on its platform. And Housing.com is leading online real estate platform
with 1.7 million verified homes listed to date.
Case Study 2:

Dosti Realty Leverages Social Media & Reached 1.5 lac Indians globally

Incepted in the year 1980, Dosti Realty has more than 5,500 homes that house over 27,500
residents in 95 impressive Dosti complexes, which occupy a total developed area of about 6
million sq. ft. across Mumbai.

The campaign was divided into three stages. They created buzz ‘Dosti Hit Hai’ theme was
used for the campaign. They created the urgency to buy a home and urged the buyers to book
homes before a fixed date in order to avail maximum benefits. Also, an assurance to the
buyers was given that it was the best deals from the developers.

By leveraging the social media platform, users were asked to participate in the social contest
and lucky winners were to get additional benefits. This helped them achieve visibility and
exposure on Social Media. ‘Dosti Friendship Day’ contest was designed to create awareness
via maximum interactions (through impressions, reach, comments, shares, and likes).

This campaign was designed in accordance to the preferences and USP of the brand. This
helped in generated leads. A rigorous advertising was done through platforms like content
marketing Taboola, Outbrain, Yahoo etc, Google AdWords, Real Estate Portals, Direct Buy
from publishers, Facebook Advertising, etc.

This helped in reaching more than 90 million impressions and reached over 80 lacs
Indians, globablly. The total website traffic was over 1.5 lac.
ANALYSIS:

Dosti Realty has been in the real estate business for over 3 decades and delivered more than
117 properties till date, providing homes to over 8,600+ families over 42,700 residents.
Encompassing a portfolio of 9.5 mn. sq. ft. across Mumbai, the company has experience in
various development types be it Residential, Commercial, Retail, IT Parks etc. Over the
years, it has been known for Aesthetics, Innovation, Quality and Timely Delivery, values that
have build lasting relationships. The company has now expanded to other cities like
Ahmedabad and Pune as well. Starting with zero investment in 2011 and leading to an
average revenue of Rs 1.5 crore annually, they are confident enough to see our company
turnover reach 10 times higher in the next five years. Currently they are improving our online
platform, reviewing model and looking at raising funds to further accelerate our
growth. Initially it was a challenging task for them to bring all top builders under their online
platform www.homznspace.com, but looking at online customer engagement, lots of applauds
& appreciation testimonials, top builders of Bangalore started supporting us.
Case Study 3:

Sobha Developers
Having completed 20 years, Sobha Developers from Bangalore have secured a strong
foothold in the real estate segment in the digital and social media front. With a clean website,
their domain is almost 13 years old! They are also among the very few in this list to have a
page rank of 4 and with an Alexa rank of 9,356 (local) and 66,756 global rankings,
respectively. Their Reference Domain is at 320 and with over 4,486 backlinks. Another
important feature is, their website is responsive which is a big boost to their search engine
rankings!
Facebook: Their social media presence boasts of a strong following on Facebook with over
2,94,631 and with a good mix of posts related to their brand, corporate news, tips property
promotion and quotes among a few. They also run contests for special occasions like
Teachers day and are very nimble in understanding the importance of hashtags and have used
them efficiently!

Twitter: With a remarkable figure of 14 tweets per week on an average, Sobha is at the top,
sharing the space with MMR Group with the appropriate use of hashtags. Their hashtags are
either based on the location of their project (eg. Bangalore) or the kind of flats they are
making (eg. villas) or their company name, Sobha. The tweets are often accompanied by
pictures portraying their ultramodern construction or their strong footprints in the real estate
sector.

LinkedIn: They have a very strong presence on LinkedIn with 10,715 followers and replicate
content that is being posted on Facebook.

Google+: With an overwhelming 4, 51, 540 views and 424 followers, they come after Hanu
Reddy Realty, who are dominating the list with more than 5 lakh views. Hashtag is well made
use of here.

Pinterest: Their start on this platform is very modest. The boards they have created are based
on their different projects across the country.
YouTube: With 75, 940 views, they have over 84 videos and a total of 326 subscribers!

ANALYSIS:

Sobha Limited is an Indian multinational real estate developer headquartered in Bangalore,

India. which works in the business of construction, development, sale, management and
operation, townships, housing projects, commercial premises and other related activities.
The Company currently has ongoing residential projects aggregating to 41.81 million square
feet of developable area and 26.59 million square feet of saleable area, and ongoing
contractual projects aggregating to 9.31 million square feet under various stages of
construction. The Company has a real estate presence in nine cities, viz. Bengaluru, Gurgaon,
Chennai, Pune, Coimbatore, Thrissur, Calicut, Cochin and Mysore. Overall, Sobha has a
footprint in 24 cities and 13 states across India.

The company has also executed projects for some of India’s corporate houses, including
Infosys, WIPRO, HCL, Dell, Bosch, Biocon, Taj Group of Hotels and ITC Hotels.

The company is also planning to invest INR 500 crore residential development in Gujarat
International Finance Tec-City (GIFT City),
Case Study 4:
Tata Housing

Replete with social plugins on the website, Tata Housing’s domain is almost 8 years old (7
years 10 months). Their website is fast with crisp and clear content and clutter free! Their
page rank stands is at an impressive 4 and their Alexa rank is 7,476 (local) and 96,426
(global) respectively. However, the backlinks remain at 1646 and with a reference domain of
220. Their website is also responsive. They also have an enquiry form integrated along with a
live chat option.

They are present on all the major social media channels: Facebook, Twitter, LinkedIn,
Pinterest, YouTube and Instagram but lack a LinkedIn account!

Facebook: With 171238 likes on their Facebook page, their approach is to either simply
update pictures of their uber stylish houses, or club them with some stunning landscape.
Except for these, there is no general mix of brand or engagement related posts. With plenty of
audience to engage, they can make use of engagement strategies which can work in their
favour as audience engagement is on a low! The hashtags used are more of campaign based
rather than locations or #RealEstate or #Property and #Apartments.

For Vinayak Chathurthi, the brand has come up with an excellent strategy that seamlessly
blends the brand’s features to the festival:

Twitter: With an astonishing 13.2K followers, their presence on this platform is paramount.
They are way ahead of Raheja Developers and Nitesh Estate in terms of number of followers,
who share the second and the third spot with 9.6K and 8.1K respectively, while others top
Twitter profiles have 900-1.0K followers.

The hashtags used however are more of common words and the locations are used with
hashtags:
They are active with contests on Twitter and are also active with interactions with their
followers:

Blog posts are also being shared here, unlike on Facebook.

Google+: With over 2 lakh views and 472 followers. Hashtag usage is the same as Facebook
here and updates on Facebook are updated here. Blog posts are also being posted.

Pinterest: Their boards are titled based on their many projects with images that flaunt the
luxury apartments.

YouTube: a total of 138 varied videos of apartments, launches and more.

Amarprakash developers pvt ltd.

They are one of the top real estate companies in Chennai constructing high-quality homes.
Digital Marketing is one of their forte. Their website is easy and simple to navigate. They
have a strong presence on Facebook and skype.

Tata Housing’s Amantra

Here’s a walkthrough by Amantra which shows how digital marketing can do wonders to real
estate industry.

ANALYSIS :

According to information available with the Registrar of Companies (RoC), Tata Housing
posted a Profit of ₹ 81 crore in 2016-17 while its revenue from operations stood at ₹ 727
crore. In the previous fiscal 2015-2016, the company had posted net profit of ₹ 27 crore and
revenue of ₹ 790 crore.
Casa Grande

It is one of the best-known brands in India who are into aggressive advertisements and
budgets on both digital and traditional marketing.

Urban Tree Infrastructure

It has ranked as one of the top brands as compared to others from a content marketing
perspective. They have been actively updating their blogs with interesting content pieces.

They have all the social media icons compiled in their website. The company’s website has a
good number of backlinks and reference domain. The cherry on the cake is their fast
responsive website.

Seeing the infusion and trends of digital marketing in the real estate industry, it is not hard to
guess how digital marketing can help agents and organizations in this field earn good amount
of profits.

Realty portal Magicbricks' revenues increased 48 per cent to Rs 47.5 crore in the June quarter
on the back of improvement in property markets, product innovation and new revenue
streams, a top company official said.

Magicbricks is a leading property site in the country with monthly traffic exceeding 20
million visits and an active base of over 1.1 million property listings. It provides a platform
for properties' buyers and sellers to connect in a clear and transparent manner.

In FY16, however, combined losses of the two entities mounted 46 percent to Rs 462 crore,
even as revenue doubled to Rs 43 crore. On the other hand, losses for the online property
platform 99acres, owned by Info Edge, more than doubled during FY16 to Rs 91 crore.
IndiaProperty's revenue grew from Rs 20.8 crore in 2012-13 to Rs 36.4 crore in 2013-14
while losses rose from Rs 22.8 crore to Rs 28.7 crore during this period, according to
VCCEdge, the financial research platform of VCCircle.

Suggestions
. 1. Have to Set Up For Social

Have to be sure social media accounts on all the big networks (Facebook, Twitter, Pinterest,
Google+, and even Instagram if you snap a lot of house pics). Interact with users, share good
press, and promote your properties.

2.Create a Newsletter

Email marketing is one of the best strategies for building client relationships. Collect emails
from your website, local outreach, or any other methods you can think of. Send your email
subscribers the stuff they’re looking for – notices about upcoming open houses, new houses
on the market, news about seminars you’re offering in the area, etc. Have to work in different
geographical areas, want to segment newsletter subscribers based on their location, ensuring
that they only get relevant emails and updates from
3.Have to Start an Email Nurture Campaign

Nurture campaigns are like the breadcrumb paths of Hansel and Gretel, except instead of a
gingerbread house at the end, clients find their dream home (hopefully without a resident evil
witch).

Leave clients a trail of high-end panko breadcrumbs by tailoring your interactions with them
based on previous actions they’ve taken. If they first attended an open house with you, send
them an email detailing other nearby houses on the market. If they attended first time
homebuyer’s seminar, send them “10 Things Every New Homebuyer Should Know “ ebook.
Deliver content that will help clients take the appropriate next step, depending on where they
are in their journey.

4.Make The Site Easy to Navigate

All the great property pages in the world won’t mean much if site is a nightmare to navigate.
visitors need to have a good experience on the website, so have to took the time to brush up
on user experience design skills and information architecture.

5. Zillow

Zillow is basically the Yelp of real estate marketing, and really need to be on there if want
any chance of being discovered - y can ignore the sun, but it will still burn Zillow offers the
ability to advertise as an agent on their website. This can get a bit pricey, but considering the
huge role Zillow plays in home buying, it’s probably your best bet. After all, sites like Zillow
account for 48% of all site traffic for real estate searches on the web.

Zillow also allows users to review real estate agents, so put on a smile and rack up that rating,
as a solid star rating will greatly increase your leads.
6. More Referral System

Provide incentives for past clients to refer you to future homebuyers.

7. Employ Google AdWords

One of the most effective marketing tactics that generate new clients for real estate agents and
brokerages is Google AdWords remarketing. A fairly new feature offered by remarketing is
the ability to target people who recently visited specific websites and/or have typed in
specific queries on Google. This way, you can target people who recently searched for “sell
house,” “buy house,” or “Realtor” and those who visited MLS [multiple listing service]
listings and real estate websites, including those of your competitors.

To create that targeting list, go to the Google AdWords Campaign dashboard, create a
remarketing list based on interests and add a list of websites URLs and keywords. After this,
your advertising banners will be served to people who are currently interested in buying or
selling houses — those who have visited these sites or searched for these keywords — and
will drive qualified traffic in your region to your website.

8. Answers Client Questions

create quality content around the questions of potential clients. Am I experienced with new
homebuyers? If so, what questions do they usually have that I can answer through content on
my site or blog? The same goes for clients who buy homes often or who are looking for a
bigger home for their growing family. There will always be a question, and the sooner you
answer those questions, the quicker the client will trust you, which will lead to a sale down
the line.
.

Limitations and Scope for future research

This study can be conducted to get a holistic approach of the importance of internet
marketing in real estate. Expanding the demographic variety can also help in understanding
the future potential of online presence and marketing in real estate industry.
In addition to thee bias, incompleteness, and selective survival of
documents, there are many areas of study for which no documents are available. parts of the
document might be missing because of age, and we might not even be to verify who actually
wrote the document, meaning we cannot check whether its biased or not.
While online browsing of real estate buying and selling it is not possible to observe customer
reaction and adjust search parameters. A broker-agent can Convince buyers to submit an offer
and help them navigate through the negotiation process and convince a client to sign and
close. All these processes are difficult when taking the online approach. The obstacle is that
finding a home is as much an emotional decision as it is quantitative. Individuals have unique
utility functions; they may be able to figure out all components but may become vulnerable to
irrational decisions in the heat of the moment. A skilled broker agent carefully re-evaluates
the search during their interactions through a series of clear-cut questions, inert observations,
and deducing to revealed preferences. The agent decides whether to make adjustments to the
search, or in unfavorable cases, politely cease to work with the client.
 Conclusion

From this research, we can conclude that the impact of branding and advertising creates a
influencing effect on the minds of the customers. As per the findings of the survey conducted
online medium is going to have major significance on real estate sector in the near future.
At present internet has already gained relevance amongst the mid and high income group of
customers for buying, renting and selling real estate but with the growth of internet
penetration it is going to find relevance amongst the masses also. Internet marketing helps to
boost the sales and to improve the brand image and perception amongst potential clients.
As per Google Rs 2,58,000 crore worth of real estate transactions are being directly
influenced by the Internet in India i.e 53% of all internet transaction today are being
influenced by the internet currently and this figure is all set to increase with the increase of
internet penetration. As per Nitin Bawankule, Industry Director, Google India said, “It is
estimated that the real estate industry will grow to become a 140 $ billion by 2017 and the
Internet audience base is expected to reach over 450 million by then. There is tremendous
opportunity for online real estate aggregators, brokers and developers to engage the buyers
online by providing rich, meaningful and immersive experience to buyers on the Internet.
Internet helps to provide the maximum exposure a minimal cost and is going to be one of the
main driving force for real estate sales in the near future. It can be concluded that in the
current scenario there exists a great competition between online and offline agencies as the
factors covering in real estate investments and deals are fulfilling efficiently by both the
agencies (offline and online). But if the online agencies improve in their financial data which
is over the online portals and website, extend their boundaries over current vicinity and
enhance the customer relationship management along with improvement in an advertisement
for properties and deal they can definitely gain more profit and achieve more target audience
as compared to offline agencies in near future.
REFERENCES

: B. Kumar: “IMPACT OF DIGITAL MARKETING AND ECOMMERCE ON THE REAL

ESTATE INDUSTRY” at International Journal of Interdisciplinary Studies (Oct 2016)

Maira DUMPE: “ONLINE MARKETING ISSUES OF REAL ESTATE COMPANIES: A

CASE OF LATVIA” at Baltic Journal of Real Estate Economics and Construction
Management (2015)

Ayodele(et. Al): “Assessment of Use of Social Media in Real Estate Transactions in Lagos
Property Market” at American Journal of Economics, Finance and Management (2015)
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