Simplify360 took a look at how real estate brands have been performing on social media. Brands were measured on the basis of their activity on platforms like—Facebook, Twitter and Google+. With the prime minister announcing the allowance of foreign investors to join the Indian Real Estate Industry, the competition among the various players has stiffened and the margins of difference in their popularity are disappearing rapidly, said Simplify360 in the report.
Over 20 million people have at least one social media account. The graph below shows the rapidly increasing use of platforms such as Facebook, Twitter and Google+.
“This is also the sole reason why all brands want to make their presence felt on social media. It has been found that close to 61% of people research products through social media sites. This clearly shows where your leads reside,” stated the report.
Coming to individual share of voice and performance, Kolte Patil Developers had the highest share of voice with 11 per cent, which Simplify360 credits to the recently concluded Nest Fest. This fest exhibited Pune’s biggest property expo and their campaign witnessed over 200 million impressions online, with 5.3 million impressions achieved through Twitter alone.
Tata Value Homes and Tata Housing acquired the second and the third position, said reports.
As we can see from the pie chart, though Kolte Patil occupies top spot, there is not much of a difference between Tata (both Tata Value Homes and Tata Housing) and Kolte Patil. In fact the National Home Buying Week Campaign is fighting closely with the Nest Fest campaign. Both the campaigns received 36K interactions on social media.
“This campaign witnessed a huge growth in their social media performance, with close to 207 million estimated impressions. Also the online buzz around Kotle Patil and Nest Fest reached a high of 5.8 thousand,” stated Vang Lian, Head of Research at Simplify360.
While Sobha Developers had topped the list of Maximum Facebook Engagement, last year, this year KotlePatil has stolen the throne. Although Sobha Developers still hold the highest number of fans, the number of fans engaged and the percentage of fans engaged stands higher for KotlePatil.
While Facebook is dominated by KotlePatil and Sobha, Unitech received the highest number of mentions and Tata Housing has the highest number of followers on Twitter.
“An extensive research about the real estate industry has only proved that both online and offline campaigns create a huge impact on the sales figures of these firms. With rising use of internet, the focus of spreading awareness about various festive offers, sale fairs and expos has shifted to social media. The success of Nest Fest as well as the National Home Buying Week, provides a clear picture about the effective use of social media and how success follows,” said Lian.