AMITY UNIVERSITY PUNJAB, MOHALI

“Study on Digital Marketing of REMAX EXCELLENCE ”

Summer Internship Report
Submitted in partial fulfillment of the requirements for
Bachelor of Business Administration (BBA)
By
Arshia Kawatra
A27880321002

Batch of 2023-25
Under the supervision of
Dr
June-July 2023
 DECLARATION

Title of Summer Internship__ “Study on Digital Marketing a of REMAX EXCELLENCE ”

I declare
a) That the work presented for assessment in this summer internship report is my own, that
it has not previously been presented for another assessment and that my debts (for words,
data, arguments and ideas have been appropriately acknowledged.
b) That the work conforms to the guidelines for presentation and style set out in the relevant
documentation.
c) The Plagiarism in the report is ________ %
Date:__________ Student Name : Arshia Kawatra

Enrolment No. :- A27880321002

Course & Batch:-BBA (2023-25)

 CERTIFICATE
This is to certify that of Arshia Kawatra Bachelor of Business Administration at Amity
University Punjab, Mohali has completed the summer internship Report on “Study on

Digital Marketing of REMAX EXCELLENCE” under my guidance.

The report has been checked for Plagiarism and is within limits of acceptance.
Faculty Guide Name,
Designation
 ACKNOWLEDGEMENT

It is in particular that I am acknowledging my sincere feeling towards my faculty

guide who graciously gave me their time and expertise.
They have provided me with the valuable guidance, sustained efforts and friendly
approach. It would have been difficult to achieve the results in such a short span of time without
their help.
I deem it my duty to record my gratitude towards the Internal project supervisor Dr Simran

waraich devoted her precious time to interact, guide and gave me the right approach to
accomplish the task and also helped me to enhance my knowledge and understanding of the
project.

Name – Arshia Kawatra

Mentor :-
Enrollment No – A27880321002

Batch-Amity University Mohali , Punjab

 TABLE OF CONTENT
S.no Topic Page No.

1 Abstract 8

2 Chapter -1 Introduction
1. 1 HISTORY OF REMAX EXCELLENCE 10
1.2COMPANY PROFILE 11
1.31VISION 12
1.4 OBJECTIVES OF THE COMPANY 12
1.5 ACTION PLAN 12
1.6 REMAX EXCELLENCE TODAY 13
1.7 REMAX EXCELLENCEEXCELLENCE LEADS THE WAY 14
1.8TRADITIONAL SCENARIO IN REAL ESTATE INDUSTRY 14
1.9REMAX EXCELLENCE GROWTH MODEL 15
1.10 REMAX EXCELLENCE OFFICES CAN DEALS IN 15
1.11 THE 5 MOST IMPORTANT THINGS IN THE REAL ESTATE 15
BUSINESS
1.12 MY ROLE IN REMAX EXCELLENCE UNDER SOME 15
PROJECTS
1.13 COMPANY PARMOTIONS 16
1.14 WHAT I UNDERSTAND FROM RE/MAX 16
1.15 AGENT COMPANY 18
1.16.DIGITAL MARKETING 21
1.16.1 Digital Marketing Trends 23
1.16.2Objectives of Digital Marketing 24
1.16.3 Various functions of digital marketing: 24
1.16.4 Why is digital marketing important for real estate? 27
1.16.5 Strategies that realtors can use to maximize leads 31
1.16.6 You Can Improve Your Digital Marketing Today 31
1.17 NEED OF THE STUDY 32
3 Chapter 2 Review of Literature 33

4 Chapter-3 Reasearch .methodology 36

3.1 REASEARCH PLAN
3.2 REASEARCH INSTRUMENT
3.3 DATA SOURCE
3. SCOPE OF THE STUDY
3.5 LIMITATIONS OF THE STUDY
5 Chapter 4 Data Analysis 38

6 Chapter 5 – Findings 47

7 Chapter 6 Conclusion and recommendation 48

8 Bibliography 50

9 Appendices 1 55
58
Appendices 2
 ABSTRACT
Purpose
: The technological revolution over the last decade has greatly impacted the marketing function
of a business organization across the entire globe. The main purpose of this dissertation is to
investigate the use of digital marketing by real estate firms and how digital marketing has shaped
the REMAX EXCELLENCE residential property industry from both seller and buyer
perspectives.
Research Design:
A mixed approach entailing the use of both qualitative and quantitative methods was used via
administration of a seller based and buyer based questionnaire to the study participants selected
using a purposive non-random sampling technique
Findings:
Residential property firms are shifting from traditional marketing techniques to digital
techniques and widely use Google search engine and Face-book social site, among other
platforms to propagate online promotions and marketing campaigns.
Further, digital marketing leads to a property firm’s increased profitability, customer base,
market share, consumer satisfaction and development of a strong business-customer relationship.
Moreover, residential property firms face challenges in formulating effective digital marketing
trends and shifting their marketing orientation from traditional techniques to digital mechanisms.
Buyers are very concerned about the persistent fraudulent activities and seller misrepresentations
over the internet
Implications:
Prime property firms need to understand the buyer online activities and trends, their
Perceptions towards digital marketing, the competitor firms’ use of digital marketing and overly,
how the latter is impacting both sellers and buyers in the industry. The study contributes to the
available literature on Digital Marketing and foster sound decision making by firms and buyers
in the industry.
Limitations and Future research
The research was small scale using a smaller sample from London Prime, and may not
necessarily depict all the characteristics of the entire REMAX EXCELLENCE residential
property industry. On a different perception,
theresearcher also encountered difficulties in persuading the invited residentialproperty agents
to participate in the survey. Future theories and research can be advanced to investigate the lack
of interests in the participation and to widen the available knowledge on digital marketing in all
the REMAX EXCELLENCE industries.
 CHAPTER1
INTRODUCTION
1. 1 HISTORY OF REMAX EXCELLENCE
Founded in 1973 by Dave & Gail Liniger
REMAX EXCELLENCE= Real Estate Maximums
‫ ܀‬Created by Top Producers for Top Producers
‫ ܀‬Sales Associates can earn Maximum Commissions
Headquarters: Colorado, United States
THE FOUNDERS

THE MAN BEHIND REMAX EXCELLENCE IN INDIA

1.2 COMPANY PROFILE

RE/MAX, short for Real Estate Maximums is an American international real estate company that
operates through a franchise system. REMAX EXCELLENCE has more than 100,000 agents in
6,800 offices. REMAX EXCELLENCE operates in about 100 countries
REMAX EXCELLENCE proud to be operating in 115+ countries across world consisting of
8000+ Offices. That's how we are able to offer unprecedented levels of customer service and
provide access to real estate resources not available anywhere else.

Headquarters: Colorado, United States

Website
http://www.CommercialYEG.ca
Industries
Real Estate
Company size
20-200 employees
Type
Privately Held
Specialties
Commercial Real Estate, Business Brokerage, Industrial Sales & Leasing, Office Sales &
Leasing, Retail Sales & Leasing, Hospitality, Multi-Family, and Land
Popular Searches
REMAX EXCELLENCE
Remax Excellence
remax-excellence-fl.com
Primary Industries
MISSION
To be the worldwide real estate leader, achieving our goals by helping others achieve theirs.
Everybody wins
1.3VISION
To ensure that each Sales Agent, each Franchise Office, each Regional Franchisee and each
Institutional Franchisee whether owned or independent is profitable, positive, passionate and
proactive. Develop premium quality real estate franchise system, providing sustained value to
end users and community. Be recognized and respected as a Leader of Innovation and
Sustainability in the region. Service every town and city within India with equal passion to
enhance customer delight.

Be respected in the market as the benchmark for relevant innovation and responsibility, adding
sustained and measurable value to shareholders, Franchises buyers, end users and the
community.

1.4 OBJECTIVES OF THE COMPANY

Understanding the working of relationship manager.

Understanding different initiatives of RE/MAX
Analyzing customer behavior.
Encouraging prospective buyers to make their firm the first Point of contact when they
are looking for property.
Establishing the long term client relationships and underscore the positive experience
they had with me will continue with future purchases.

1.5 ACTION PLAN

Phase 1: Analyzing different customers and initiatives of REMAX EXCELLENCEand working

on direct channel methods. Specially focusing on digitalization
Phase 2: Mentorship model role with senior agents and business team.
Phase 3: Quantify site visits/mock visits.
Phase 4: Individual coaching, sessions on grooming, pitching, sales. Discussing the findings with
company guide.
Phase 5: Listing an inventory and weekly review and compilation of the findings.
1.6 REMAX EXCELLENCE TODAY

Over 115 countries and territories

Over 1,20,000 agents worldwide
Seven countries added in 2017 and seven in 2016
1.7 REMAX EXCELLENCEEXCELLENCE LEADS THE WAY

Nobody in the world sells more real estate than RE/MAX

RE / M AX Associates average more sales than other real estate agents
RE / M AX is the most productive real estate network
RE / M AX is one of the most recognized real estate brands and logos around the world
With a presence in over 100 countries and territories, the REMAX EXCELLENCE
network's global footprint is unmatched by any other real estate brand.
1.8TRADITIONAL SCENARIO IN REAL ESTATE INDUSTRY
1.9 REMAX EXCELLENCE GROWTH MODEL

1.10 REMAX EXCELLENCE OFFICES CAN DEALS IN

Residential
Commercial
Land
Leasing
Investment advisory
NRI services
Corporate services
Renting

1.11 THE 5 MOST IMPORTANT THINGS IN THE REAL ESTATE BUSINESS

Prospect
List Property (Exclusive is better)
Work with Buyers
Negotiate Contracts
Keep Contracts Together
1.12 MY ROLE IN REMAX EXCELLENCE UNDER SOME PROJECTS

I work under Projects, Pranava projects tie up with REMAX EXCELLENCE Company
Pranava projects start on 2 years ago in KPHB Colony, Hyderabad.
Over role in this company was BROKER ASSOCIATE.
 To explain Property details to customer. Monday to Friday I work in company Tuesday
was holiday Saturday and Sunday SITE VISIT and to show Property browser and explain
land details to customer.
I worked 60 day in this company.
1.13 COMPANY PARMOTIONS
1)FACEBOOK CAMPAIGN

2) UNDERSTAND YOUR TARGET AUDIENCE.

Speak directly to their motivations or address the barriers preventing them from becoming your
customers. Consider having different versions of creative for different audiences to ensure that
you are speaking to what motivates each group

3) EXPLAIN THE PROPERTY DETAILS TO CUSTOMER

4) SITE VISIT WITH COMPANY GUIDE
5) PROMOTING

1.14 WHAT I UNDERSTAND FROM RE/MAX

1. Love for Conversation:

Delight in having a conversation with people, by this, you will take advantage of the social
aspect of selling.

2. Self-Motivation:

This is very necessary as a sales man who is self-motivated does not need a lot of supervision.
He knows what is required of him to make constant growth in the industry.

3. Outstanding Presentation and Delivery:

The best sales reps take out at least 2 hours every week to improve their skills and make more
discoveries with respect to their products.
4. Lend A Helping Hand:

Have a belief that you are assisting your clients live a better life with the product and service you
are delivering.

5. Creatively Solve Problems:

Through creativity, sales men can overcome challenges as they are part of the entire sales
process.

6. Respect for Prices, Product and Prospects:

There needs to be a display of confidence on the side of the sales person.

7. Continuous Skill Development:

The art of selling is a continuous learning process. Interact with other sales men, learn from them
as learning never ceases.
1.15 AGENTS OF COMPANY

Our agents at REMAX EXCELLENCE - Corporate Sector are completely committed to the
business housing industry. Due to our location in the City of Champions, we have complete
access to the city's energy, and our staff have the knowledge to handle all of your commercial
real estate demands. All facets of commercial real estate are areas of expertise for our agents,
including business brokerage, industrial sales and leasing, multi-family, investment, hospitality,
office sales and leasing, retail sales and leasing, land development, & multi-family sales and
leasing. We offer everything from small business consulting through mergers and acquisitions.
Private businesses in Edmonton (and the surrounding area) & publicly traded multinational
corporations are among our clients. A customer-focused mindset permeates all we do, and our
real estate "Brand" is synonymous with respect, trust, and honest. You can be confident that
when you work with us, you're dealing with highly skilled industry experts who are familiar with
the commercial and residential real estate markets in the Edmonton region.

REMAX EXCELLENCE Commercial Capital has expanded its business operations to Calgary
Alberta, the ideal location of Western Canadian corporate head offices.
With over 100 head office locations, Calgary has remained Western Canada’s head office centre
and Canada’s most concentrated headquarter location.
Situated in Quarry Park, REMAX EXCELLENCE Commercial Capital joins a wide spectrum of
local businesses and Fortune 500 Corporations including JACOBS Engineering; Bayer Crop
Science; Imperial Oil; Amec Foster Wheeler; Superior Propane; TD Canada Trust Commercial
Banking; Remington Development Corporation and many more.
The benefits of Quarry Park’s live and play advantages are very appealing, but the work
component is equally attractive. Lunches in the park, a commute measured in footsteps rather
than kilometers, and easy access to major thoroughfares are just some of the pleasures those who
work and live in the Quarry Park area can enjoy.
REMAX EXCELLENCE Profile and History
When your Needs are Beyond the Standard, when you Demand more than the Status QUO Look
no further than the REMAX EXCELLENCE Collection of Fine Home & Luxury Properties
offered by real estate most prolific global network. Come Discover new level of real estate in
Luxury. Discover REMAX EXCELLENCE Buying and selling Houses in today’s market is a
challenge, which require Professional real estate agents like RE /MAX Excellence agent with
Real Estate market knowledge, creativity, experience and enthusiasm. Let the real estate
professionals at REMAX EXCELLENCE assist you every step of the way. So you get the home
you want not the home you get. REMAX EXCELLENCE was founded to change the old classic
real estate model. Our offices is a high-energy, collaborative place for agents to work together,
and our team approach benefits both our agents and our clients. At REMAX EXCELLENCE,
anything less than Excellence is unacceptable. We think our high quality of service and our
relation base transaction should be the norm in the industry, anything less is unacceptable. Our
Client survey shows that our service is extraordinary, and our satisfaction rate is among the top
in South Florida. Home buying and selling can be stressful and time consuming, but it doesn’t
have to be. When you put your trust in REMAX EXCELLENCE, we work with you to ensure
your experience in owning a home or selling exceed your acceptation and buying or selling
process is an exciting experience. We specialize in luxury real estate services for Wellington,
Royal Palm Beach, Palm Beach, Jupiter, PGA, and more. we offer a diverse collection of
properties from cozy single family residences in neighborhoods like Olympia, Versailles, Palm
Beach Polo, and Equestrian home in Wellington, Portosol and Madision Green in Royal Palm
Beach, Mirasole, PGA National Golf Course Home in Palm Beach Gardens and to an Elegant
Luxury Homes in Palm beach. We offer services to client ranging from the $100 thousands into
the $100 millions, REMAX EXCELLENCEE provides unparalleled service ...

The Data Makes Us Different

Empower yourself with REMAX EXCELLENCE Commercial Capital, where you can partner
with a knowledgeable Specialist to help take your commercial real estate goals to the next level.
Whether you’re an owner of commercial real estate that desires to sell, an investor that wants to
buy or a tenant that needs to lease space, you’ll find our Associates understand your needs.
That’s because we are home to top producers who understand commercial real estate and
property data across all market segments. We’re Commercial Property experts.
With over 50 years’ experience, representation in over 90 countries & territories around the
world and over 13,322 Commercial Associates, REMAX EXCELLENCE Commercial has the
superior market presence you need to discover untapped opportunities and develop lasting
relationships.
In Our Community

At REMAX EXCELLENCE Commercial Capital, we strongly believe in being productive,

contributing members in the community we live and work in. Our Associates and Staff are
community leaders, donating both their time and money to countless charities and causes,
including donating a portion of each real estate transaction to the Stollery Children’s Hospital in
Edmonton and the Alberta Children’s Hospital in Calgary.
We strive to make a difference in our community—because the difference we make benefits us
all.
Organizations Support SOME NGO
 The real estate market, by 2021, should increase by 2.3%. More residential and
nonresidential buildings will be created. Better deals will get sealed.
Real estate agents will get busier. More rookie agents will join the industry. Competition
among real estate agents will tighten.
How then, as a real estate agent, would you stand out from your competitors? As with
many industries, implementing a digital marketing strategy is the new normal.
To get ahead of your competitors, you need to start taking digital marketing seriously as
it is crucial for building brand awareness for you as a real estate agent, widening
exposure, and attracting more eyeballs to your business.
REMAX EXCELLENCE Listing Agents Sell

 At RE/MAX, the listing agent handles all your property inquiries

 All calls go to the listing agent.
 The agent who knows your property the best, can sell your property the best.
 At other agencies, calls handled by other agents.
 Often inexperienced, floor duty associates
 May have little or no familiarity with your property
 No incentive to sell your home

1.16 DIGITAL MARKETING

Digital marketing can be defined as the process of promoting of brands using digital distribution
channels comprising internet, mobile and other interactive channels. The basic advantage in this
form of advertising lies in its low cost model.
The term digital marketing was first used in the 1990s, but digital marketing has roots in the mid-
1980s, when the Soft Ad Group, now Channel Net, developed advertising campaigns for
automobile companies: People sent in reader reply cards found in magazines and received in
return floppy disks that contained multimedia content promoting various cars and free test drives
The promotion of products or brands via one or more forms of electronic media. For example,
advertising mediums that might be used as part of the digital marketing strategy of a business
could include promotional efforts made via the Internet, social media, mobile phones and
electronic billboards, as well as via digital and television and radio channels. Digital marketing
(also known as data-driven marketing) is an umbrella term for the marketing of products or
services using digital technologies, mainly on the Internet, but also including mobile phones,
display advertising, and any other digital medium. Digital marketing techniques such as search
engine optimization(SEO), search engine marketing (SEM), content marketing, influence
marketing, content automation, campaign marketing, data-driven marketing and e-commerce
marketing, social media marketing.
Digital marketing is a general term for any the effort by a company to connect with customers
through electronic technology, including email, geo location and mobile marketing, social media,
online customer communities, webinars and other video-based content.

Digital Marketing can be classified into Pull and Push marketing.

 Pull
Pull digital marketing technologies involve the user having to seek out and directly grab (or pull)
the content via web searches. Web site/blogs and streaming media (audio and video) are good
examples of this. In each of these examples, users have a specific link (URL) to view the content.
 Push
Push digital marketing technologies involve both the marketer (creator of the message) as well as
the recipients (the user). Email, SMS,RSS are examples of push digital marketing. In each of
these examples, the marketer has to send (push) the messages to the users (subscribers) in order
for the message.
 Web Site Designing
From the initial process of taking inputs from clients, planning on the basis of such inputs
to final implementation and testing all are done using latest web designing techniques and
skills. Our services have the advantage of offering clarity in its design style, which is backed up
with an easy and free flowing content and latest technical know-how. Not only we provide
affordable web site design and ecommerce web development services but also search engine
friendly designs. Our Service Includes
 Website Design
 a) Website Redesign
b) Shopping Cart Web Design
c) Detailed and Advanced Page Layout
d) Custom Logo Design
e) Banner Ads
f) Custom Graphics Design using advanced design tools.

1.16 .1 Digital Marketing Trends:

Organizations are implementing a wide range of digital channels so as to engage customers in a
more personalized way. Digital marketing trends that organizations are rapidly embracing
include
A) Mobility:
Business Insider's recent report indicates that globally, one in every five people owns a smart
phone, and one in every 17 owns a tablet. That's an increase of nearly 1.3 billion smart phones in
last four years. Therefore an increased user base accessing the internet via smart phones has
prompted many companies to optimize their online content for mobile devices.
B) Social media:
Organizations are focusing on engaging with customers through social media to offer real-time
interactions. Social media helps organizations reach out to a vast pool of potential customers by
supplying them with medical and campaign-related information.
C) Social-Local-Mobile marketing:
The growing popularity of smart mobile devices, increasing location based social activities like
experience sharing, review reading via social media and the evolution of Global Positioning
System (GPS) are helping companies leverage Social-Local-Mobile marketing activities.
D) Personalized Content marketing:
Customer engagement, acquisition and retention have all taken on a new dimension with the
delivery of unique, personalized, and relevant messages through identified digital channels .
Email is one of the most preferred marketing channel to broadcast targeted organization
messages and campaigns to existing and prospective customers.
1.16.2 Objectives of Digital Marketing:
Digital marketing objectives should be SMART (Specific, Measurable, Achievable, Relevant
and Time Related) and it be should benchmarked against the competitors of the effectiveness.
Here are 4 important objectives to include in marketing strategy:
1. INCREASE SALES
Increasing sales or leads is a top level digital marketing objective for many businesses because it
improves revenues and is easy to measure. Using key performance indicators (KPI), we can then
benchmark our progress towards achieving our objective and you can track this in your
spreadsheets.
2. IMPROVE CONVERSION RATE
This is another digital marketing objective that can be tracked in Google Analytics. By setting
up goal tracking in Analytics, we will have reports on conversions for our traffic sources,
campaigns, keywords, landing pages, locations and so on.
3. PERCENTAGE OF RETURN VISITORS
The New vs. Returning visitors are a metric that is available in Analytics and it is easy to track.
Knowing how many visitors return is an important objective because it helps us see how
effective our business is at visitor and customer loyalty.
4. ORGANIC TRAFFIC VOLUMES
Organic traffic is natural traffic from the search engine result pages. It is considered as free
traffic and is distinct from paid traffic. Lots of businesses have the objective to increase organic
visitor traffic by achieving high search engine rankings through implementing search engine
optimization
1.16.3 Various functions of digital marketing:
It is not only a rapidly growing force in the current marketing playing field, it is set to be the
future of marketing, and it seems likely that digital media will soon replace more traditional
forms altogether. While older generations will no doubt lament the demise of paper-based
newspapers, books, communication methods and traditional TV and radio broadcasts, those who
have grown up with the internet and mobile phones as a God-given right are already embracing
the brave new world of digital consumption. The facts are that digital methods of communication
and marketing are faster, more versatile, practical and streamlined, so it is perhaps unsurprising
that once the technology become available we began quickly moving into the digital age. The
good news is that digital offers just as much potential to marketers as it does to consumers.
Key forms of Digital Marketing:
Websites and SEO content
 Blogs
 Internet banner ads
 Online video content
 Pay-per-click (PPC) advertising
 Email marketing
 Social media marketing ( Face-book, Twitter, Linked In, etc.)
 Mobile marketing (SMS, MMS, etc.)

1.16.4 Why is digital marketing important for real estate?

Today, many realtors and brokers undervalue the critical roles of digital marketing in the real
estate business. Not only does digital marketing promote brand awareness, but it also helps keep
brands unique among competitors.
Digital marketing has moved to the forefront of best-in-class realtors' marketing efforts. The real
estate sector is now relying on digital marketing for everything from creating new leads to closing
successful deals.
According to a recent poll, more than 90% of house buyers use internet media to identify
residences that fit their criteria. This figure has risen significantly since then, and as the online real
estate industry becomes more intense, digital marketing is becoming one of the most effective
ways to reach the desired audience and generate more leads and sales. The usage of social media
was one of the first impact players for realtors wanting to gain identity online. Real estate agents
were able to build a brand and a successful business by utilizing several social media platforms,
from buying Face-book Business Ads to publishing picture albums of new listings.
Following are some reasons why digital marketing is necessary for your real estate
business:
1)Many people look up search engines for information
Today (more than ever), everyone turns to a search engine for virtually every piece of
information. No one wants to waste time asking information from a friend or the next-door
neighbor when, in a few minutes, a Smartphone or computer can get the information.
You’d, therefore, want to establish a presence online to boost brand visibility. After all, this is
the place where your leads hang around and you do not want to miss out on people finding you
in their searches.
2) Effectiveness of video and mobile marketing
Mobile and video marketing has continued to prove its effectiveness.
Several research confirmed that mobile ads campaigns are more effective than other online
norms. Many people browse their websites using smart phones, so it’s not surprising to see why.
Also, videos increase conversion. Video and mobile marketing is an investment. For example,
landing pages with video tend to boost conversion by up to 80%, according to Hub spot.
Watching a video that presents a product could facilitate the buying decision of a potential
customer and convert the audience to leads. On top of that, search engines rank video content.
Google is always on the lookout for contents that engages the audience, and posting a video has
been proved to be increase engagement (not surprising, given that YouTube is the second most
visited website after Google)
3) Online reviews are important
As with any business, establishing credibility is critical. Online reviews are one of the easiest
ways to gain trust and credibility from customers. On your Google business page, for example,
customers can write a review of their experience of your services.
A couple of positive reviews on your page can establish trust from prospective customers when
deciding to try your service for the first time. This trust is a significant factor in the real estate
niche where you’re trying to entice your customers into parting with their money to make big
investments in property.
4)Ease of performance tracking
Physical banner printing might look like the real deal, but the question is, how well do they
convert? How are you able to track your performance? No way. You cannot monitor the number
of people who viewed them per day or measure your success rate. With digital marketing
strategies like pay per click (PPC), you can track your performance and see how well (or poorly)
your ads are faring. That way, you’ll know where your traffic is coming from, what strategy to
implement, what works for your campaign, and what doesn’t.
5) Easier to reach the target audience
Not everyone in your locality will see or pay attention to your poster or banner put up around
town. It becomes more challenging if you’re trying to reach people beyond your locality. That’s
where digital marketing comes in handy. Digital marketing allows you to target and reach an
audience beyond your locality — all in just a few clicks. Paid ads in digital marketing help you
target those who are looking for landed properties and not just the uninterested general market.
In a nutshell, your advertising can always reach the right audience with digital marketing.
6)Freedom to go paperless
Going digital lets you save on the cost of printing. By going paperless, you’re also saving the
environment. Plus, the cost that could have gone to paper printing can be used for other strategies
such as Facebook or Instagram ads.
7)Multiple opportunities to get creative
Online marketing gives you the freedom for creativity. You are allowed to think right out of the
box, explore different demographics, test different campaigns and lots more.
For example, you can use Instagram’s “Ask me about anything’s” function to get feedback from
customers about whatever they need from you.
7)Everyone else is going digital
Almost all realtors are implementing or planning to implement one or multiple campaigns.
Every realtor, including the newbie’s, is into digital marketing. So what are you waiting for? The
digital marketing industry keeps growing every day and you should make haste to establish an
online presence as soon as possible or be left behind.
1.16.5 Strategies that realtors can use to maximize leads
Undoubtedly, the real estate market is saturated. How can you stand out from the crowd? Here
are proven strategies that realtors can use to get more leads.
1. Create email campaigns
Emails are one of the most converting digital marketing strategies in the real estate world.
They allow you to connect, engage, and compel with your new leads while keeping existing
customers interested in your service. According to a recent report, 86% of consumers would
prefer to receive emails. Always make sure that the content you create is relevant to what the
audience is looking for.
2. Develop a user-friendly website
According to statistics, over 40% of real estate website visitors come from the mobile source.
So if your website is not properly optimized for mobile use, you might be leaving a lot of money
on the table. A mobile-friendly website should include the following features.
 Pictures fitted to mobile screen size
 Faster loading speed.
Implement a live chat feature. People are always on the lookout to ask questions. Be sure to
be available whenever you’re needed.
3. Pay per click advertising
Pay per click advertising, also called PPC, is a digital marketing strategy popularly integrated by
real estate professional business owners. Pay per click ads are used to directly target potential
leads. The main benefit of a PPC advert is that you’re not going to get charged until someone
clicks on your ads. According to research, marketers average over 2.47% conversion rate with
Ad word. PPC algorithm targets those who have searched for terms related to the service you’re
offering from Google or similar search engines.
4. Content marketing (add relevantly and SEO optimized content)
Content marketing is the hallmark of a responsive real estate website. A mobile-optimized,
highly responsive website with no valuable content is a total waste.
Content marketing is a critical part of SEO and the best way to have your website indexed.
Website content helps you build credibility, reputation, and connect with the audience.
Write articles, guides, and reviews that’ll help them make informed home-buying decisions. In a
nutshell, your website content must solve a problem and answer a question.
5. Virtual tour hosting
Most successful digital marketing experts in the real estate industry implement the virtual tour
hosting strategy. Not only does this strategy generate faster revenue for marketers, it also helps
customers streamline the home buying process. Purchasing a home is a difficult process, and
that’s why customers need you as a marketer to help ease the whole process. To create a
successful virtual tour, here are some pointers to keep in mind:
 Avoid digital illusions; use actual footage of the home
  Make sure your video is responsive and engaging, both on desktop and mobile.
 Create a 3D and user-friendly tour.
 Develop a social media marketing strategy
When we talk about social media marketing strategy, we’re not talking about the occasional
posting on Face-book. We’re talking about a full-fledged social media marketing process which
is what gives you results.
Here are a few processes to follow –
 Make new or existing lists
 Create touching stories
 Write relevant blog posts
 Create team bios
The goal is to share varied content and listings relevant to what your customers are looking for.
6. Invest in SEO
Implementing a powerful SEO strategy will scale your website to the top of the search engine
result.
Unfortunately, search engine algorithms keep changing day by day. That’s why you should
always stay updated on changing algorithms.
It’s important to spend more time on SEO than ever. Keywords are an integral part of SEO. They
are what users use to search for information online.
Always do keyword research and have them added to your articles and blog posts. Other SEO
elements to consider includes –
 Back links
 Social media pages
 Online directories
 Title and meta descriptions, readability, snippets, etc.
Update your blogs regularly.
7. Organize A Webinar
It is crucial for successful online marketing as a real estate agent to share all of your experience.
Fortunately, tactics like webinars and online seminars make it simple to reach a big audience
while remaining current in the business.
 Go To Webinar is a webcast hosting solution that makes it simple to create and host webinar
events, and it is incredibly user-friendly on both sides of the process.
Because real estate agents rely heavily on inbound leads, getting your name and experience out
there is vital to a successful digital marketing strategy.
8. Make A Social Media Marketing Plan
It's one thing to publish real estate-related information on your Face-book account now and then,
but a packed social media marketing campaign is what produces the desired results. Here are
some examples of excellent content to share on your social media channels:
 Listings that are new or existing
 Team biographies (if you run a real estate brokerage)
 Study of cases
 Relevant blog entries
 Success tales
If you're familiar with digital marketing, you know how tough it can be to develop a social media
plan and publish consistently across all channels. However, platforms like Buffer are meant to
make content for social media creation and scheduling more straightforward.
The most important thing to remember when building a social media plan for your real estate
company is to offer a variety of materials. Although listing sharing is a vital component of your
online presence, you must ensure that your information is relevant to a broad audience, not simply
leads looking for a new home.
9. Case Studies Of Success
People enjoy stories of success, and you ought to not be shy about sharing yours. It is critical to
have a portfolio to create confidence and truly solidify your organisation as a competent real
estate business. Client testimonials and evaluations from Google or other regional forums are
excellent ways to pique people's curiosity
Additional Tips
Note that because Google as well as other search engines' algorithms are continually changing, it
is critical to concentrate on your SEO multiple times. Keywords are a fundamental part of SEO
that may have a major impact. Integrate high-ranking phrases such as your region and industry
across your blog material and website to include phrases in your SEO plan. Other components of
a great SEO strategy include:
1.16.6 You Can Improve Your Digital Marketing Today
 Create buyer profiles: Buyer accounts are the potential clients you want to reach with
your content. Take the time to map and see who your client is, what they do, their typical
wage, and other variables that may influence their decision-making processes, from
homeowners to existing brokers.
 Start providing relevant information: Whether it's through your blog or another
reputable real estate expert in your firm, high-value content draws readers and establishes
your reputation as an educated authority online. Attempt to keep your company website
once a week with useful information for a wide range of buyer profiles.
 Improve your SEO: Raising your ranks on results pages of search engines such as
Google and Bing isn't as difficult as you would believe. Take a few minutes once a week
to analyze popular and sector keywords on Google Ads and be sure to include them in any
text you create.
 Spend money on online marketing training: In today's competitive company
environment, digital marketing abilities are becoming increasingly crucial. By investing in
digital marketing courses, you can guarantee that you have the competence required to
stand out from the crowd.
 Can digital marketing help in real estate?
Digital marketing is effective in the real estate industry. In actuality, it is crucial to the
development of the sector. Real estate companies may connect with prospective buyers
and sellers anywhere in the world by using digital channels including websites, social
media, and email marketing.
 How we can increase my sales in real estate?
Local sponsors Take into account supporting local sports teams, schools, or festivals.
Create a Google Business Profile.
Publish columns in regional magazines.
Offer free lectures to prospective homeowners.
Join forces with nearby companies.
Why do realtors need digital marketing?
More people now conduct their searches and actual transactions for real estate on digital
platforms. A realtor needs to create an efficient web marketing strategy if they want to
 connect with their target market. All corporate departments employ digital marketing to
enhance business success.
1.17 NEED of the study are:

 Converting, timely reaction, and generating leads

 Boost popularity, exposure, as well as awareness

 Activate, attract, and make reachable clients

 efficient in terms expenses

 CHAPTER-2
REVIEW OF LITERATURE
2.1 Introduction
This chapter will present a review of the available literature by drawing arguments from credible
sources. The purpose of this chapter is to analyze the trends and perceptions towards marketing,
in general, and digital marketing in particular within the UK context as put forth by various
scholars and research institutions. The review begins with an overview of the real estate
marketing and systematically narrows down to discussing the theories behind digital marketing
and its adoption in the Prime property industry
.
2.2 Marketing in the Prime Property Industry and its Importance
The buyer choice and response to a firm’s offerings largely depend on how they receive and
perceive the promotional messages for the brand being marketed. From an analytical perspective,
the marketing process remains critical to business performance as the latter addresses essential
aspects of a firm’s competitiveness in the marketplace. As of today, the advent of the internet
and better operational strategies has increased the competitive pressure in the marketplace, an
aspect that has fostered the high valuation of marketing skills by organizational staff. According
to Taken-Smith (2021), what was once perceived to be a departmental activation in a business
organization has turned out to be the most important function of a firm. In the residential
property industry, marketing contribute significantly towards the success of Prime property firms
by making it possible for property owners and agents to target their prospective clients using the
appropriate promotional and campaign messages. On a different perspective, unlike a few
decades ago when business firms solely relied on traditional marketing strategies such as the
use of mass and print media among others, the marketing landscape today has significantly
changed, requiring a digital orientation in the marketing techniques employed by a firm.
Gronroos (2022), whobelieves that marketing professionals should implement marketing
strategies that are inline with buyer expectations and which contribute to a firm's economic
wellbeing by building sales and generating profits. In the Prime property industry, successful
marketing entails addressing various key issues. Kriese and Scholz (2020) suggest that it is very
critical for real estate agents to understand their targeted customers and how to best communicate
with them and draw a positive response, with the aim of increasing the market share and size of
their firms.

2.3 Real Estate Online Marketing

Initially, predictions were dismissive when it came to online marketing of real estate. In an
article published in 2020, Baen and Guttery predicted that the increased use of the Internet and
information technology would lead to a downsizing of the entire industry (Baen &Guttery,
2020). The authors claimed that traditional marketing intermediaries would become obsolete due
to easy access to the internet by buyers and sellers. The theory was that the internet would
disinter mediate the real estate industry by cutting out the middleman (broker) and allowing
direct matching between buyers and sellers (Baen & Guttery,2020). However, this predicted
downsizing never occurred. Research propagated by Muhanna and Wolf (2022) revisited Baen
and Guttery’s (2020) predictions by exploring them from a theoretical viewpoint. Their study
gave several reasons why the downsizing never occurred while offering a different analysis on
the effect of the internet on the real-estate industry (Mohan & Wolf, 2022). The methodology of
the study was based on statistical data, where conclusions and assumptions were drawn from.
Upon high lighting the reasons for the non-occurring of disintermediation, the study suggests that
the Internet is important for real estate, thus Bane and Guttery’s’ theory.
The internet and the mediums it presents have proven to be a competitive requirement and a
possible strategic advantage within the real estate industry as opposed to it being a threat
(Muhanna & Wolf, 2022). From this, it can be deduced that the internet is now a technology that
can be creatively leveraged to improve the productivity and value of services provided by real
estate professionals in the new economy. Additionally, the role of the agent has been reinforced
with the advent of digital means for targeting the customers. Referring to Bevan and
Sirgy’s point of view that property marketing is the combination of product and service, this
theory suggests a similar belief. It is the broker’s expertise , and social networks that not only
safeguard them from being obsolete but also help provide real estate purchasing is a service that
is non-detachable from them.

2.4 Key Players in the U.K Real Estate Industry

Zoop-la and Right-move have been seen as a duopoly in the market, as the two have dominated
property listings via mobile-friendly websites, apps, and online presence. It is this dominating
presence that UK property firms are strategically placing themselves within a powerhouse to
help carry them for the next and subsequent years in the digital marketing era. In response to the
duopoly, Knight Frank, a top property consultancy company, is the founder member of its online
real estate listing company. According to a report by Deans(2022),
“A consortium of big-name estate agencies will launch a property listings website,
Onthemarket.com, in an attempt to break what they describe as the “duopoly” of the two
big property portals.” With such alliances taking place, many real estate companies have adopted
the use of digital marketing as a strategy for the coming years.

2.5 UK Property Digital Advertisement Spend

Recently, a joint study was conducted by the National Association of Realtors and Google with
the aim of enhancing the understanding of the evolving role of digital media in the buyer home
purchasing process. The results of the study indicated that 90% of home buyers used online
resources during their home buying process. Generation Y comprised the largest share of home
buyers through the internet at 31% and Generation X at 30% (Google and National Association
of Realtors, 2014). Also more than 50% of Gen X and Y use a mobile device throughout their
home search, which resulted in 26% of Gen Y and 22% of Gen X finding the suitable product
through mobile device. This illustration depicts the drive behind the digital marketing concept,
identifying the key players in the mix. However, the report gained mixed reactions from the
industry players. On a different study, Wu and Brynjol-fss on sought to prove how data from
search engines such as Google could deliver a precise but simple method to forecast future
business activities (Wu& Brynjolfsson, 2019). Their methodologies entailed technical analysis
and to focus on underlying economic fundamentals. By use of housing sales statistics, it was
unveiled that search terms are connected with future sales and prices in the housing market. This
proof suggests that Web search can be used to predict future economic activities and is in line
with the marketing trends set forth by Google. On a different note, a study conducted by Ralf
Hohens-tatt and Manuel Kaesbauer (2018)
 Chapter 3
Research .methodology
Research design is needed because it facilitates the smooth sailing of the various project
operations, thereby making the project as efficient as possible yielding maximal information with
minimal expenditure of effort time and money. Also it minimizes bias and maximizes the
reliability of the data collected.
3.3.1 RESEARCH PLAN: - Research Approach:
SURVEY METHOD
PRIMARY SOURCE
Primary data consists of original information gathered for specific purpose. The primary data is
collected through questionnaire. The questionnaire is through common instrument collecting
primary collection. I collected the data through questionnaire.
3.3.2 RESEARCH INSTRUMENT
The research instruments used for collecting the primary data were the questionnaire.
QUESTIONNAIRE
The questionnaire was carefully developed tested and debugged before they were administered
on a large scale. Each questions contributed to the research objective here questionnaire is
structured types means there are definite and predetermined questions.
3.4. DATA SOURCE:
Primary: The data was collected through questionnaire comprising of 15 questions.
Secondary: The data was collected through Scholarly articles, Company website and Journals
3.5 Scope of the study
 To understand clients' propensity for gathering knowledge prior to making a sale.
 To identify the media's role in stimulating Indians, which is most significant?
 To comprehend Indians' media usage.
 To ascertain how Indians will make a product buy.
 To comprehend Indian consumers' post-purchase conduct
3.5 LIMITATIONS OF THE STUDY
Financial restraint: A researcher's ability to gather data (through the internet, a
questionnaire, and interviews) and locate relevant materials, literature, or information is
often hindered by a lack of funding.

Time restraint: The researcher will conduct this study with other academic activities at
the same time. As a result, less time will be spent on research
 CHAPTER-4
DATA ANALYSIS
1)How many male and female are searching for property?

VALID FREQUENCY PERCENT VALID CUMULATIVE

PERCENT
FEMALE 15 33.3 33.3 33.3
MALE 30 66.7 66.7 100.0
TOTAL 45 100.0 100.0

GENDER

FEMALE
33%

MALE
67%

2) Which Age group of customer ?

VALID FREQUENCY PERCENT VALID CUMULATIVE
PERCENT

18-24 32 71.1 71.1 71.1

25-39 9 20.0 20.0 91.1
 40-60 4 8.9 8. 9 100.0
TOTAL 45 100.0 100.0

AGE GROUP

18-24
25-39
40-60

3) What is the marital status of the customer?

VALID FREQUENCY PERCENT VALID PERCENT CUMULATIVE
MARRIED 10 22.2 22.2 22.2
UNMARRIED 35 77.8 77.8 100.0
TOTAL 45 100.0 100.0
 MARITAL STATUS
MARITAL STATUS
77.8

22.2

MARRIED UNMARRIED

4)What is the qualification of the customer?

VALID FREQUENCY PERCENT VALID PERCENT CUMULATIVE
Graduate 16 35.6 35.6 35.6
Matriculation 3 6.7 6.7 42.2
Phd 1 2.2 2.2 44.4
Post – graduate 16 35.6 35.6 80.0
Under – graduate 9 20.0 20.0 100.0
TOTAL 45 100.0 100.0

QUALIFICATION
40
35
30
25 QUALIFICATION
20
15
10
5
0
Graduate Matriculation Phd Post –
graduate

5) Which source of information do you use while choosing real estate

property?
VALID FREQUENCY PERCENT VALID PERCENT CUMULATIVE

Broke 426 8.9 8.9 8.9

Famil 6 57.8 57.8 66.7
Inter 5 13.3 13.3 80.0
Other 4 11.1 11.1 91.1
Real 8.9 8.9 100.0
Total 45 100. 0 100. 0

SOURCE OF INFORMATION
60

50

40

30

20

10

0
Broke
Famil
Inter
Other
Real

6) Do you own a property?

VALID FREQUENCY PERCENT VALID CUMULATIVE
PERCENT
YES 24 53.3 53.3 66.6
NO 21 46.7 46.7 100.0
TOTAL 45 100.0 100.0
 Chart Title
YES NO

47%
53%

7) Which type of property do you own?

VALID FREQUENCY PERCENT VALID PERCENT CUMULATIVE

Apartment 15 33.3 33.3 53.3

Land 22 48.9 48.9 86.7
Commercial 2 4.4 4.4 37.8
Villas 6 13.3 13.3 100.0
TOTAL 45 100.0 100.0

Chart Title
60

50

40

30

20

10

0
Apartment Land Commercial Villas
8) Which property type you are looking for?
VALID FREQUENCY PERCENT VALID PERCENT CUMULATIVE

New homes 34 75.6 75.6 84.5

New home, 4 8.9 8.9 84.4
resale
Resale 2 4.4 4.4 88.9
Rent 5 11.1 11.1 100.0
TOTAL 100.0 100.0

80

70

60

50

40

30

20

10

0
New homes New home, resale Resale Rent

9) What is the price range of the property you are willing to consider?
VALID FREQUENCY PERCENT VALID CUMULATIVE
PERCENT
1 cr to 2 cr 7 15.6 15.6 46.7
cr to 3 cr 14 31.1 31.1 62.2
cr to 4 cr 15 33.3 33.3 65.5
4cr above 9 20.0 20.0 100.0
TOTAL 45 100.0 100.0

PRICE RANGE

35

30

25
PRICE RANGE
20

15

10

0
1 cr to 2 cr cr to 3 cr cr to 4 cr 4cr above

10) Have you ever consulted a real estate company/agent?

VALID FREQUENCY PERCENT VALID CUMULATIVE
PERCENT
YES 28 62.2 62.2 73.3
NO 17 37.8 37.8 100.0
TOTAL 45 100.0 100.0
 AGENT
YES NO

38%

62%

1.
 CHAPTER-5
FINDINGS

The major external factors which people consider while purchasing the property are
Price, Availability of loan & Proximity to workplace.

The major In-Locality factors which people consider while purchasing the property are
Quality of construction, Availability of water & Pollution-free environment

Perception of people about different cities

Location wise are adjudged the best by the respondents.

Business opportunity wise due to the mass presence of BPO company & offices due to its
proximity to UK are consider good by the majority of respondents.
The real estate market, by 2021, should increase by 2.3%. More residential and
nonresidential buildings will be created. Better deals will get sealed.
Real estate agents will get busier. More rookie agents will join the industry. Competition
among real estate agents will tighten.
How then, as a real estate agent, would you stand out from your competitors? As with
many industries, implementing a digital marketing strategy is the new normal.
To get ahead of your competitors, you need to start taking digital marketing seriously as
it is crucial for building brand awareness for you as a real estate agent, widening
exposure, and attracting more eyeballs to your business
 Chapter 6
Conclusion and recommendation
Conclusion
 First, corporate organizations are increasingly using digital marketing, one of the most
popular modern technologies, to market to internet users.
 This new marketing strategy has a significant impact on almost every industry,
necessitating further study across all of them.
 The dissertation's conclusions are situated within the operational environment of prime
real estate companies' interactions with clients regarding digital marketing.
 This suggests that commercial organizations outside of Prime London may not be able to
employ the operational tactics outlined here and thought to be beneficial in the real estate
sector
 . The study's research approach may be changed in the future to provide more
information about how digital marketing is used in the real estate sector how it has
influenced both the industry and other areas of the economy.
 The improvements could involve finding better techniques to carry out the same study
more successfully and productively as well as looking into additional facets of digital
marketing in the real estate sector.
 Although the study's objectives were met, more research is still required to determine
how each aspect of digital marketing has affected the UK real estate market as a whole
and other sectors of the economy.
 Such a study would give local, national, and international businesses a thorough
understanding of the implications of digital marketing and how to implement it most
effectively for increased organizational productivity, performance, and market
penetration to grow the customer base.
 Digital marketing is a very broad notion, as noted in two, and is often usually, managers
must use a strategic approach while making decisions.
 Although the methodology used in this study was sound, further extensive research on the
subject could increase its validity and reach by looking at all the KPIs related to digital
marketing across all UK industries.
Recommendation
 Sirgy and Baven both demonstrated that using various channels to promote, whether
digitally or traditionally, required the same strategy.
 In order to promote their properties online, the real estate companies have kept up their
significant investment.
 Because of the booming digital marketing and sales services, online marketing costing
has already surpassed regular marketing cost as well as is projected to do so in the future.
 From a different angle, there are a variety of benefits to internet advertising that might be
cited as justification for raising budgets for advertising.
 Experts in the field of real estate attribute web advertising to the enormous public that
residential property firms attract through web-based advertising.
 Additionally, research has shown that residential real estate companies can more easily
and effectively contact their target audiences through digital marketing.
 This can be explained by the fact that buyers are willing to spend more for a house
because they can find the best-fitting one.
 There remains a lack of empirical research regarding the usage of online advertising in
the REMAX EXCELLENCE real estate business and its impact on the industry from
both customers and seller perspectives.

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Appendices 1
Questionnaire
1)How many male and female are searching for property?
 o Male
o Female
2) Which Age group of customer ?
o 18-24
o 25-39
o 40-60
3) What is the marital status of the customer?
o Married
o Unmarried
4)What is the qualification of the customer?
o Graduate
o Matriculation
o Phd
o Post – graduate
o Under – graduate
5) Which source of information do you use while choosing real estate
property
o Broke
o Family
o Inter
o Other
o ReaL
6) Do you own a property?
o Yes
o No
7) Which type of property do you own?
o Apartment
o Land
o Commercial
o Villas
8) Which property type you are looking for?
o New homes
o New home, resale
o Rent
o Resale
9) What is the price range of the property you are willing to consider?
o cr to 2 cr
o cr to 3 cr
o cr to 4 cr
o 4cr above
10) Have you ever consulted a real estate company/agent?
o Yes
o No
Appendices 2