A PROJECT REPORT ON

“THE IMPACT OF DIGITAL MARKETING ON REAL ESTATE IN INDIA”

IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR

MASTER OF MANAGEMENT STUDIES

(UNIVERSITY OF MUMBAI)

BATCH 2022 - 2024

SUBMITTED BY

MR. SHUBHAM JAGANNATH JANKAR

Roll No: C-17

UNDER THE GUIDANCE OF

DR. PALLAVI CHANDWASKAR

SUBMITTED TO

DR.V.N. BEDEKAR INSTITUTE OF MANAGEMENT STUIDES, THANE.

DECLARATION

I hereby declare that the Project titled “THE IMPACT OF DIGITAL MARKETING ON REAL
ESTATE IN INDIA” is an original work prepared by me and is being submitted to the Dr. V. N.
Bedekar Institute of management studies (University of Mumbai) in partial fulfilment of MMS
Degree for the academic year 2022- 24
To the best of my knowledge, I have not previously submitted this Project Report to this University
or any other affiliated college in pursuit of my MMS degree. Furthermore, I have provided proper
citations and acknowledgments within the text for all external materials used, which encompass
intellectual properties from individuals, institutions, governments, public and private bodies,
research papers, textbooks, reference books, research monographs, newspaper archives, corporate
entities, individuals, governmental and business sources, as well as universities. This includes
speeches, quotations, conference proceedings, website extracts, working papers, seminal works, and
more, all of which are clearly referenced and duly credited in the bibliography.

Date & Sign of Candidate

 CERTIFICATE BY GUIDE

This is to certify that project report entitled “THE IMPACT OF DIGITAL MARKETING ON
REAL ESTATE IN INDIA” Submitted by Mr. Shubham Jankar in the partial fulfilment of the
requirements for the award of Master of Management Studies, (University of Mumbai) Dr. V.N.
Bedekar Institute of Management studies, is a record of the candidate’s own work carried out by him
under my supervision and guidance. The matter embodied in this report is original and due
acknowledgement has been made in the text to all other material used .

Authorized signatory
Date
 ACKNOWLEDGEMENT

I want to extend my heartfelt appreciation to Professor DR. Pallavi Chandwaskar, my project mentor, for
her invaluable guidance and steadfast support throughout the entire project, which was instrumental in its
successful completion. I am immensely grateful for the wealth of knowledge and assistance I gained from
her. Additionally, I wish to express my gratitude to my parents and friends for their unwavering help in
ensuring the timely completion of this project.
INDEX

SR. NO TITLE PAGE NO

1. EXECUTIVE SUMMARY 1-2

2. OBJECTIVE OF THE STUDY / PROJECT 3-4

3. INTRODUCTION 5

3.1 INDUSTRY OVERVIEW OF DIGITAL 6-7

MARKETING ON REAL ESTATE SECTOR
3.2 MARKET GROWTH OF INDIAN 8-10
RESIDENTIAL DIGITAL MARKETING ON REAL
ESTATE MARKET
3.3 MAJOR PLAYERS IN INDUSTRY DIGITAL 10-11
MARKETING IN REAL ESTATE IN INDIA
4. CHALLEGES FACED BY INDUSTRY 12-13

5. ABOUT THE ORGANIZATION 14

5.1 MISSION 14

5.2 VISSION 15

6. COMPANY SERVICES 17

6.1 Property Management 17

6.2 LOAN 18-21

7. ON THE JOB TRAINING 22

8. LITRATURE REVIEW 23-26
9. RESEARCH METHODOLOGY 27-28
10. CONCLUSION 29
11. REFERENCES 30

1. EXECUTIVE SUMMARY:
Digital marketing has become a pivotal driver of transformation in the real estate sector in India.
As the digital landscape continues to evolve, it has profoundly impacted the way real estate
transactions are initiated, conducted, and completed. This executive summary provides an
overview of the significant impact of digital marketing on the Indian real estate industry.

1. Enhanced Reach and Accessibility: Digital marketing has expanded the reach of real
estate listings beyond traditional print media. Through websites, social media platforms, and
online property portals, real estate developers and agents can reach a broader audience,
including potential buyers from different geographic locations.

2. Cost-Effective Marketing: Traditional marketing methods often come with a high price
tag. Digital marketing allows real estate professionals to reach their target audience with greater
precision at a fraction of the cost. This cost-efficiency has been instrumental in the success of
marketing campaigns, especially for smaller players in the industry.

3. Improved Customer Engagement: Real estate is a highly competitive industry. Digital

marketing strategies such as email marketing, social media campaigns, and online chat support
have enabled real estate companies to engage with potential buyers more effectively. This has
led to improved customer relationships and increased client satisfaction.

4. Data-Driven Decision Making: Digital marketing tools and analytics offer insights into
customer behavior and preferences. Real estate firms can leverage this data to refine their
marketing strategies and tailor their offerings to meet the needs of their target audience.

5. Virtual Tours and Augmented Reality: The advent of virtual tours and augmented
reality (AR) technology has revolutionized the way potential buyers experience properties.
Prospective buyers can now take virtual tours of properties from the comfort of their homes,
which not only saves time but also provides a more immersive and interactive experience.

1
6. Transparency and Trust: Online platforms have brought increased transparency to real
estate transactions. Verified reviews, testimonials, and detailed property information have
fostered trust between buyers and sellers. This transparency has reduced the element of
uncertainty often associated with real estate transactions.

7. Challenges and Regulations: While digital marketing has brought numerous benefits to
the real estate sector, it has also posed challenges, particularly in terms of data security and
privacy regulations. Real estate professionals must navigate these regulations to protect
customer data and maintain trust.

8. The Role of Mobile Apps: The widespread use of mobile apps has further streamlined
the real estate process. Buyers can easily browse listings, contact agents, and schedule property
visits through mobile applications, making the experience more convenient and accessible.

9. Post-Pandemic Adaptation: The COVID-19 pandemic accelerated the adoption of

digital marketing in real estate. With lockdowns and social distancing measures in place, digital
platforms became the primary means for property search and transactions, further highlighting
the importance of a strong online presence.

Digital marketing has disrupted the traditional real estate landscape in India by increasing
accessibility, reducing marketing costs, enhancing customer engagement, and leveraging data
for decision-making. As the real estate industry continues to evolve in the digital age, companies
that embrace innovative digital marketing strategies are likely to thrive and meet the changing
demands of modern consumers. However, they must also adapt to evolving regulations and data
privacy concerns to maintain trust and integrity in the market.

2
 2. OBJECTIVE OF THE STUDY / PROJECT:

To evaluate and analyze the influence and implications of digital marketing strategies on the
Indian real estate sector, with a focus on both residential and commercial properties. The project
aims to provide valuable insights into the use of digital marketing in the real estate industry and
its effect on market dynamics, customer behavior, and business performance.

Specific Goals:

1. Assessment of Digital Marketing Trends: Examine the current digital marketing strategies
and trends used by real estate companies in India. Identify the most common platforms,
tools, and techniques being utilized.

2. 2.Market Penetration and Customer Engagement: Analyze the extent to which digital
marketing has penetrated the real estate market in India and assess its impact on customer
engagement. Investigate how online platforms, including social media and property listing
websites, have influenced customer awareness and interaction with real estate listings.

3. 3.Lead Generation and Conversion: Evaluate the effectiveness of digital marketing in lead
generation and conversion for real estate companies. Assess the quality of leads generated
through digital channels and their conversion rates.

4. Competitive Landscape: Investigate how digital marketing has impacted the competitive
landscape within the Indian real estate sector. Determine if it has led to greater
competition or has provided a competitive advantage to early adopters.

5. Customer Preferences and Behavior: Examine how digital marketing has influenced
customer preferences and decision-making in the real estate market. Understand the role
of online reviews, virtual property tours, and other digital tools in shaping customer
choices.
3
6. Regulatory Implications: Investigate any regulatory challenges or changes related to
digital marketing in the real estate sector in India and analyze their implications on
industry practices.

7. Return on Investment (ROI): Assess the financial impact of digital marketing initiatives
on the real estate companies' revenue and profitability. Calculate the ROI of digital
marketing campaigns and strategies.

8. Recommendations and Best Practices: Based on the research findings, provide actionable
recommendations and best practices for real estate companies to enhance their digital
marketing strategies. Offer insights on how to leverage digital tools effectively in the
Indian real estate market.

9. Future Trends and Innovation: Anticipate and discuss emerging digital marketing trends
and innovations that may further impact the Indian real estate industry in the coming
years.

This project will provide a holistic understanding of the role of digital marketing in the
Indian real estate industry, equipping industry players with valuable information to make
informed decisions, improve strategies, and adapt to the evolving market landscape

4
3. INTRODUCTION

The Indian real estate sector is a dynamic and rapidly evolving industry that plays a pivotal role
in the country's economic growth. In recent years, the industry has witnessed significant
transformations, driven by a burgeoning middle-class population, urbanization, and government
initiatives like "Digital India." As a result, real estate developers and professionals have
recognized the need to adapt to the changing landscape, and digital marketing has emerged as a
critical tool in their arsenal. Digital marketing in the Indian real estate sector encompasses a
wide range of strategies and tactics aimed at promoting and selling properties, building brand
recognition, and engaging with prospective buyers and investors through online channels. This
shift towards digital marketing is not only a response to changing consumer behavior but also a
reflection of the increased importance of an online presence and data-driven decision-making in
the real estate domain.

This digital transformation has opened up new avenues for marketing, including website
optimization, social media advertising, content marketing, email campaigns, search engine
optimization (SEO), and more. With the growth of smartphone usage and internet accessibility,
the Indian population is increasingly turning to online resources to search for properties and
make informed decisions about their real estate investments. This trend has compelled real estate
professionals to adapt to these new digital platforms and reach their target audience where they
spend a significant portion of their time. In this series of articles, we will explore the various
facets of digital marketing in the Indian real estate industry, covering the strategies, tools, and
best practices that real estate professionals can leverage to achieve their marketing and sales
objectives. We will delve into the unique challenges and opportunities present in the Indian
market and offer insights into how digital marketing can be effectively utilized to connect with a
diverse and discerning audience. From leveraging social media to SEO strategies, we will guide
you through the digital marketing landscape in the Indian real estate sector and help you
navigate this exciting and ever-evolving terrain.

5
3.1 INDUSTRY OVERVIEW OF DIGITAL MARKETING ON REAL ESTATE SECTOR

Digital marketing has had a significant impact on the real estate sector, transforming the way
real estate professionals and consumers interact. Here is an overview of the industry's digital
marketing landscape in the real estate sector:

1. Online Presence and Visibility: Real estate professionals, agencies, and property
developers have recognized the importance of establishing a strong online presence.
Websites and social media profiles are crucial for showcasing properties, offering virtual
tours, and providing valuable information to potential buyers or renters.
2. Property Listings: Online listings have become the backbone of digital marketing in the
real estate sector. Real estate websites, such as Zillow, Trulia, and Realtor.com, have
gained prominence for listing properties and connecting buyers, sellers, and renters.
3. Search Engine Optimization (SEO): SEO is vital for improving the visibility of real
estate websites in search engine results. Optimizing for location-specific keywords,
property types, and market trends can attract more organic traffic to these platforms.
4. Content Marketing: High-quality, informative content is essential for establishing
authority and trust in the real estate sector. Blog posts, videos, infographics, and e-books
that offer insights into the local market, property buying and selling tips, and industry
trends can attract and engage potential clients.
5. Email Marketing: Email remains a powerful tool for real estate professionals to nurture
leads, provide property updates, and share valuable information. Drip campaigns,
newsletters, and personalized messages are commonly used.
6. Social Media Marketing: Real estate agencies leverage platforms like Facebook,
Instagram, and LinkedIn to reach a wider audience and engage with potential clients.
Visual content, such as property photos and videos, is particularly effective on social
media.
7. Virtual Tours and 3D Modeling: Advanced technologies, such as virtual reality (VR)
and 3D modeling, enable potential buyers to explore properties remotely. This has
become
6
 particularly important in the wake of the COVID-19 pandemic, as it reduces the need for
physical property visits.
8. Online Advertising: Paid advertising, including Google Ads and social media
advertising, is widely used in the real estate sector. It allows real estate professionals to
target specific demographics, locations, and keywords to reach their ideal audience.
9. Mobile Optimization: As more people use smartphones to search for properties,
ensuring that websites and marketing materials are mobile-friendly is crucial. Mobile
apps are also gaining popularity, allowing users to browse listings and receive alerts on
the go.
10. Online Reviews and Reputation Management: Reviews on platforms like Google,
Yelp, and social media play a significant role in the decision-making process for
potential buyers or renters. Reputation management and responding to reviews are
important aspects of digital marketing in real estate.

7
3.2 MARKET GROWTH OF INDIAN RESIDENTIAL DIGITAL
MARKETING ON REAL ESTATE MARKET
As of my last knowledge update in September 2021, the Indian residential real estate market was
experiencing a mix of challenges and opportunities in the context of digital marketing. Please
note that the market conditions may have evolved since then, so it's essential to access the latest
data and trends for the most up-to-date information. I will provide an overview of the market
growth and digital marketing in the Indian residential real estate sector with a few examples.

Market Growth of Indian Residential Real Estate:

1. Urbanization and Population Growth: India's rapidly growing population and

urbanization have been driving demand for residential real estate. People moving to
urban areas in search of better job opportunities and living standards have contributed to
the growth of the real estate market.
2. Government Initiatives: The Indian government has launched several initiatives to
promote affordable housing, such as Pradhan Mantri Awas Yojana (PMAY), which has
given a significant boost to the residential real estate sector.
3. Economic Growth: Despite challenges, India's economic growth has led to increased
disposable income, which in turn has boosted the demand for residential properties.
4. Digital Penetration: The increasing penetration of the internet and smartphones has
created a massive digital audience for real estate developers and marketers.

8
Digital Marketing in Indian Real Estate:

Digital marketing plays a vital role in reaching prospective buyers, building brand awareness,
and providing information about real estate properties. Here are some key digital marketing
strategies used in the Indian residential real estate market:

1. Website Development: Real estate developers create user-friendly websites to

showcase their properties. These websites include high-quality images, 360-degree
virtual tours, and detailed information about the projects.

2. Social Media Marketing: Real estate companies utilize platforms like Facebook,
Instagram, and LinkedIn to target potential buyers. They post property listings, engage
with their audience, and run paid advertising campaigns to reach a broader audience.
3. Search Engine Optimization (SEO): To ensure that their websites rank high on search
engines, developers use SEO strategies to optimize content, keywords, and meta tags.
4. Virtual Reality (VR) and Augmented Reality (AR): These technologies are used to
create immersive experiences for potential buyers. They allow buyers to virtually walk
through properties, which can be especially helpful for out-of-town or overseas
investors.

Example - Digital Marketing in Indian Real Estate:

One notable example of digital marketing in the Indian real estate market is the Godrej
Properties Limited. Godrej Properties is a prominent real estate developer that has effectively
leveraged digital marketing. They have a user-friendly website with 360-degree virtual tours of
their properties, detailed project information, and easy contact options.

They also utilize social media platforms extensively, with well-curated content on Facebook,
Instagram, and LinkedIn. They run targeted ad campaigns to reach specific demographics and
geographic locations.

Moreover, Godrej Properties uses email marketing to keep prospective buyers informed about
new projects, promotions, and events. They also employ SEO strategies to ensure their website
appears in top search engine results for relevant keywords.

This example showcases how a leading real estate developer in India has embraced digital
marketing to increase its market presence, reach a wider audience, and provide a better user
experience for potential buyers.

3.3 MAJOR PLAYERS IN INDUSTRY DIGITAL MARKETING IN REAL

ESTATE IN INDIA:

The digital marketing landscape in the real estate industry in India was evolving rapidly, and
several major players were active in this space. However, the specific players and their
dominance in the industry can change over time. Here are some of the key players that were
significant in the Indian real estate digital marketing sector at that time:

1. Magicbricks: Magicbricks is one of the largest

property portals in India. They have been actively using
digital marketing and technology to connect buyers and
sellers in the real estate market.

2. 99acres: 99acres is another prominent property

portal that has been using digital marketing strategies to
reach a vast audience looking for property listings and
information.

3. Common Floor: Common Floor, now part of Quikr

Homes, was a major player offering digital marketing services
to real estate developers and agents. They had a significant
online presence for property listings.

4. Housing.com: Housing.com was known for its innovative

use of technology in the real estate sector. They have employed
digital marketing strategies to attract homebuyers and sellers.

10

6. No Broker: While not a traditional real estate agency, No

Broker was disrupting the market by connecting property owners
and tenants directly. They used digital marketing to reach out to
their target audience.
7. Square Yards: Square Yards is a technology-enabled real
estate brokerage platform that uses digital marketing to
connect buyers with properties and real estate professionals.

8. Zillow India: Zillow is a U.S.-based real estate giant, and

it made its foray into the Indian market. They brought their
digital marketing expertise with them.

11
4.CHALLEGES FACED BY INDUSTRY

Digital marketing in the real estate industry in India faces several unique challenges. These
challenges are often a result of the country's diverse market, regulatory environment, and the
specific nature of the real estate sector. Here are some of the key challenges faced by the
industry:

1. Regulatory Compliance: The real estate sector in India is heavily regulated, and there
are numerous laws and regulations that govern property transactions. Digital marketing efforts
need to adhere to these regulations, which can be complex and subject to change.

2. Data Privacy: With the advent of data protection laws like GDPR and India's own data
protection bill, real estate companies need to be extremely cautious about how they collect and
use customer data. Ensuring compliance with data privacy laws can be a significant challenge.

3. Trust and Credibility: Building trust with potential buyers and investors is crucial in the
real estate industry. Due to several scams and frauds in the past, establishing credibility through
digital marketing can be a hurdle.

4. Localized Marketing: India is a vast and diverse country with different languages,
cultures, and real estate markets. Effective digital marketing often requires localized strategies
to resonate with specific audiences.

5. Digital Divide: Although internet penetration is growing in India, there's still a

significant digital divide between urban and rural areas. Access to the internet and digital
platforms varies widely, and this impacts the reach of digital marketing campaigns.

6. Competition: The real estate market in India is highly competitive, with many players
vying for the same set of customers. This makes it challenging to stand out in the digital space.
12
7. Online Reputation Management: Online reviews and social media can have a
significant impact on a real estate company's reputation. Managing and responding to online
feedback and reviews is crucial for maintaining a positive image.

8. High Acquisition Costs: Acquiring leads through digital marketing channels like
Google Ads and social media can be expensive. Conversion rates can be relatively low, which
can result in high customer acquisition costs.

9. Content Generation: Creating high-quality and engaging content, such as 3D tours,

videos, and virtual reality experiences, is resource-intensive. The cost of producing this content
can be a challenge, especially for smaller real estate companies.

10. Market Volatility: Real estate is subject to market fluctuations, and economic and political
events can impact demand. Adapting digital marketing strategies to these changes can be
complex.

11. Perception of Digital Channels: Some segments of the real estate market, especially
older buyers and investors, may not trust digital channels for their property transactions.
Convincing them to use online platforms can be a challenge.

12. Lead Quality: Generating leads is one thing, but ensuring the quality of these leads is
another challenge. Many digital marketing channels can attract unqualified or spam leads.

To overcome these challenges, real estate companies need to have a robust digital marketing
strategy that includes compliance with regulations, a focus on building trust and credibility,
localization, and a deep understanding of their target audience. Additionally, continuous
adaptation to market changes and emerging technologies is crucial in this ever-evolving
industry.
 13

5. ABOUT THE ORGANIZATION

Grow more real estate market and many more services is a Proprietorship firm founded on
January 24, 2022. The organization has developed from strength to strength with a staff of
seasoned professionals and a thorough understanding of the Indian real estate market. This
prestigious real estate firm has carved out a niche in the industry. The organization has been
instrumental in assisting clients in making educated decisions while navigating the complexity
of the entire procedure.
It was founded by four partners, Chetan Bagade, Rohit Bagade, Siddhant Kadlak, and Jayesh
Barve, and has its registered office at shop no. 4, Sai Meghdoot Residency CHS, Katrap, near
TV tower, Badlapur, Maharashtra. Growmore real estate market and many more services' main
activity is trading for the advantage of priority sector lending psl exclusively, which is
subclassified under real estate activities and is largely involved in real estate activities with own
or leased property. In the fiscal year 2021-22, the growing real estate market and a variety of
other services are designated as micro enterprises. Its headquarters are at Badlapur, Maharashtra.
 14

5.1 VISION:

Our main objective at Growmore real estate market and many other services is to become
specialists in the real estate industry and provide the best service for you. We strive to expand
globally so that we may better serve our customers by understanding their requirements and
demands. Also offering a path to a far more lavish life filled with joy, wonder, a deep desire, and
humility to acquire property. So, Growmore real estate market and many other businesses are
always focusing on fulfilling your real estate dreams and attempting to improve your life style.

5.2 MISSION:

The fundamental objective of Growmore real estate market and many other services is to attain
the greatest possible real estate standards. This contributes to our position as the most preferred
and best consultative firm. Our first concern is always the quality of our work.

Supreme Service: Our clients are always entitled to the best service from us. We provide
services that make our clients feel secure.

Growth Mindset: We never stop striving to become more focused and efficient in every aspect
visible to both our customers and ourselves. Furthermore, we have a proclivity for refining and
fast adapting to the ever-changing real estate market and customer trends.

Efficiency: We are efficient in our work, which is why we are continually looking for methods
to accomplish more for our clients. While efficiency is one of our primary goals, we never
sacrifice or weaken any part of our clients' needs. Finally, we always want the best for you. You
are the entire reason for our current situation. Everything is because of you, and our primary
purpose is to serve you in whatever manner we can.
 15

Why choose us:

• We Provide Solutions To Grow your Property Portfolio and Net Worth

• Free upfront residential valuation reports to check the current market value of your
property.

• Free access to real estate investment advice to ensure the asset suits your investment
criteria.
• Ability to secure finance at the most competitive interest rate in the market.
• Expertise in financing commercial real estate debt from private lenders and investment
houses. Helping you do more development projects, land banking or activate sites. With
minimum limiting terms like presales, debt cover or high exit costs.
• Buyer’s advocacy services to help you find the right property, saving you from running
on weekends for inspections, follow ups with sales agents and off course ensuring
purchase price is right. Helping you grow your real estate assets FAST.
• We also have direct knowledge and experience in developing properties. Advice on
development projects is an option available. We have experience in dealing with lawyers,
contractors, builders, council approvals and many more consultants. Ensuring projects
are finished timely and remain profitable.
16
 6. COMPANY SERVICES

6.1 Property Management

Every property owner desires that their renter be responsible in terms of maintaining the
property, keeping it clean, and paying the rent on time. So the company works on that and
provides the greatest services to the owner and clients, as seen below:
1. Setting the right rental rates: We do a complete market study in order to determine a
rental price for your home by achieving stable rates between the owner and renter by
looking to other owners to see what rents they are charging for similar properties.
2. Marketing and advertising your property: Through long experience, we know exactly
where to market your property and how to craft compelling advertising materials. we
advertise your properties on social media marketing, email marketing, digital marketing
and physical marketing.
3. Finding the Right clients: We are experts at finding good clients and will take care of
all the details, including the securing all criminal background and security checks,
verifying employment etc. We find the clients in the perception of maintaining the
property well.
4. Managing clients: In addition to findings good clients, we will manage all aspects of the
tenant-landlord relationship. We will handle both routine and emergency maintenance,
take care of routine inspections and manage any situations where conflict resolution is
required.
17
6.2 LOANS

Growmore real estate market and many other businesses have ties with finance organizations
and assist our clients with better or smoother services in the process of purchasing property.
Through us, one can investigate finance possibilities from financial loan providers and learn
about their latest programmes and products. We will assist you in negotiating the final deal once
you have thoroughly researched the subject.
We assist you to get fundings through

ESI & INVESTMENT HOME LOANS

We provide solutions for purchase, refinance, investment and construction loans by researching,
evaluating and negotiating with the lender.

CONSTRUCTION & DEVELOPMENT FINANCE

Suitable for property developers for residential, commercial or industrial projects.

SENIOR DEBT FUNDING

Providing senior debt for land and construction with flexible terms ensuring ease of running the
project through to completion.
STRETCHED SENIOR DEBT FUNDING
A blend of senior and subordinate/mezzanine debt solution allowing a higher LVR.

MEZZANINE FINANCE
Assisting in financial products than can accelerate your development projects. Suitable for
established and sophisticated developers.

LAND BANK FUNDING

Funding for assets which has a future development potential. Assist with settlement, planning &
development approvals and beyond.

18
SMSF, NDIS OR OVERSEAS /NON-AUSTRALIAN CITIZEN
For sophisticated clients using the above vehicles to grow their assets. We have a variety of
solutions to help you with these options.

HOME LOAN AMOUNT:

The home loan amount depends on your repayment capability and is restricted to a
maximum of 80% of the cost of the property or the cost of construction as applicable.
Every customer’s eligibility is different and depends upon the customer age, profile, and
income.

The following is the eligibility criteria:

 You must be at least 21 years of age at the date of sanction o f the loan.
 You must be salaried or self-employed with a regular source of income.
 Minimum age of co-applicant should be 18 years.

HOW TO ENHANCE YOUR ELIGIBILITY

 If your spouse is an earning member, you can make him/her as co-applicant, Their
income will be considered to enhance the eligibility.
 In case of co-owners, they must necessarily be co-applicants.

19
 SALARIED SELF-EMPLOYED SELF-EMPLOYED
CUSTOMER PROFESSIONAL NON-
PROFESSIONAL
Application form Application form with Application form with
with photograph photograph duly signed by all photograph duly signed
duly signed by all applicants by all
applicants applicants
Identity, residential & Identity, residential & age proof Identity, residential & age
age proof proof

PAN card copy of the PAN card copy of the main PAN card copy of the
main applicant applicant main applicant

Last 3 months salary Educational qualification Proof of business

slips certificate and proof of existence
business existence
Form 16 / Income Tax Last 3 years Income tax returns Business profile
returns with computation of income
Last 6 Last 3 years CA certified / Last 3 years Income tax
months Audited Balance sheet and returns with computation
bank profit & loss account of income
statements
Last 3 years CA
certified / Audited
Balance sheet and
profit & loss account
Processing fee cheque Last 6 months bank statements Last 6 months bank
statements (Self &
Business)

If you can think of it, you can have it! With a house loan from us, you may make your dream
home a reality. Everything you need to know about getting a house loan may be found right
here.

You may expect fair conditions, complete transparency, and work flexibility. Because we
think that nothing should stand in the way of you purchasing a home. We must complete
specific documentation procedures in order to fully process your home loan application. We
will need the following information to process your home loan application quickly:
 KYC (Know Your Customer) documents
20
Proof of Income documents and bank statements as per log-in checklist  Property related
documents.

Negotiation: The Growmore real estate market and many other services are constantly
striving to give improved services, client happiness, and client needs. The owners are
primarily interested in negotiating at their highest level, so we try to keep the deal by
negotiating from both ends in order to achieve a win-win situation.

Sourcing: The company is involved in the regular sourcing of new buildings and has tie-ups
with builders, which helps to create relationships with them and boost commercial growth.
This will assist the company's employers in updating their expertise of developing a large
network, as well as clients, since it opens up numerous choices for differentiating the
properties.
21
 7. ON THE JOB TRAINING

As a Marketing Intern, I interned at Growmore Real Estate Market and several other
companies. They supply us with all of the organization's details, as well as a summary of how
it operates. They give us with the following instruction on

 Services provided
 Sales Techniques and strategies
 Importance Digital marketing
 How to generate leads and managing it
 Cold calling
 Market research and analysis
 Customer service

 Communication skills

KEY RESULT AREAS

 Focusing on professional growth

 Communication and presentation skills
 Collaboration approach towards clients
 Market Analysis

WORK RESPONSIBILITIES ASSIGNED

 Lead generation through cold calling, online presence

 Social media management
 Customer engagement
 Market research
 Customer satisfaction or Feedback.
23
8. LITERATURE REVIEW

1. Carley Dehnisch (2022)

The real estate industry has relied heavily on traditional marketing methods
such as print advertising and cold calling. Although these traditional methods
are still used within the industry today, the expansion of the internet over the
past few decades has resulted in agents shifting away from older school
marketing techniques to digital methods of marketing. This thesis will
examine several digital methods of advertising such as social media
marketing, email marketing campaigns, web design, and video production. In
addition, this thesis will explain why these are the most effective marketing
tools and necessary for real estate agents to use in order to optimize their
success. [1]

2. Sheetal Bansude (2021)

Digital selling for any product or service has currently become crucial. Realty
includes each new building with selling homes and the common class is
single-family homes. They are condominiums, co-ops, townhouses, duplexes,
triple-deckers, quad lexes, high-value homes, multigenerational and vacation
homes. In today's extremely charged and competitive realty market, agents
have to be compelled to do a lot of then acquire a license. The thought is to
speculate during a home, either for living or to leverage. This call will
facilitate individuals lead a financially-stable life, currently and on the far side.
Realty is an trade that has greatly benefitted from digital selling. The buildings
are often used for analysis, production, storage, and distribution of products. [2]

3. Siyi Li (2022)
The real estate market of China plays an outstanding role in the country’s
economy as well as among the biggest one in the world. The rising of
purchasing power due to the increasing economy and urban population
accelerate the development of property market in China to a great extent.
Digital marketing has emerged for promotion of products and services, which
attracts the attention
24
 of realtors and brokers in the real estate market in the era of big data. This
paper examines the impact of digital marketing on real estate market in China,
especially for the consumer behaviours and businesses. The study makes the
utilization of both primary data and secondary as well as one case to check the
condition of Chinese real estate and digital marketing condition. Mathematical
tools (e.g., Excel and JASP) are implemented for the data visualization.
According to the analysis, digital marketing has great impact on the Chinese
real estate market. It will promote consumers’ intention to purchase housing
properties based on the precisely product and service targeting and quality
provided. For real estate enterprises, it will reduce their cost of advertising,
improve the efficiency to reach their audience as well as acquire higher
transaction volumes. However, without suitable digital marketing strategy, it
may lead to adverse consequences. These results shed light on enhancing
awareness of effect of the digital marketing on the real estate market in China.
[3]

4. S. Santhini (2016)
In this paper, they have explored how e-commerce, the World Wide Web in
particular, is distressing the real estate industry. Real estate is a promising set
up to study e-commerce because it is an information-intensive and
informationdriven industry. The transactions are based on high value and
asset- specificity with many market-intermediaries like agents and brokers
who connect buyers and sellers rather than buying or selling themselves and
experiencing an ongoing IT related change. We analyze the real estate
transaction to suggest where IT might change the process of selling or buying
a house and discuss several current ventures in this area. This analysis
suggests that thee-commerce is eroding the long-enjoyed information
monopoly of real- estate agents and these applications have the potential to
dramatically change the current practices in the real-estate industry, including
the elimination of agents. [4]

25
5. Harjyot kaur (2017)
They have studied on Digital marketing and e-commerce have undeniably revolutionized
the real estate industry by providing a unique electronic communication platform for
instant interactions with consumers. This transformation has brought both opportunities
and challenges. While it offers convenient accessibility and increased competition, it also
impacts the role of intermediaries and agents. The introduction of new communication
tools like the World Wide Web and the use of smart devices and social media have further
accelerated the industry's success in meeting consumer needs. The interactive nature of
service providers plays a crucial role in realizing the potential of digital marketing.
Notably, the real estate sector ranks among the most IT- intensive areas in the economy,
and technological advancements continue to reshape business structures and distribution
networks. [5]

6. P. Ammani (2019)
In this article they focused on digital marketing has revolutionized real estate industry in a
significant way around the world. Buyers are researching extensively online before buying
the product and sellers are taking this opportunity to show case their products online. In
this scenario a need has been felt to understand how builders are using these strategies to
gain a competitive advantage and what extent digital marketing has created an impact on
home buyers. [6]

7. Zhiyong Liu, Supot Rattanapun (2022)

This article is based on The real estate industry's crucial functions, such as display,
negotiation, transaction, and signing, heavily depend on online platforms. However, the
absence of these essential links has left the real estate sales process stagnant. There is a
lack of comprehensive studies exploring the interplay between public health events, the
market, real estate, and consumers, and the role of real estate within this chain. This study
focuses on the marketing strategies of real estate internet platforms, specifically excluding
public real estate companies.
 26

8. Dr. Ikwuagwu, Henry Chinedu (2023)

In this article Researchers focused on in today's digital age, billions of people worldwide
are deeply immersed in internet, social media, mobile apps, and other digital technologies
as part of their daily lives. It's essential to understand how this phenomenon impacts basic
human needs, such as shelter, especially in cosmopolitan cities. A recent study in Abuja,
Nigeria, examined the influence of digital marketing on real estate sales and customer
loyalty using a survey approach. The data was analyzed through Regression Analysis with
ANOVA. The findings demonstrated a strong positive correlation between digital
marketing and customer loyalty, with a significant coefficient of 0.621 (Sig. value < 0.05).
Similarly, image management was found to positively affect customer loyalty, with a
coefficient of 0.591 (Sig. value < 0.05). In conclusion, digital marketing and image
management are crucial drivers of real estate customer loyalty in Abuja, Nigeria. To
enhance patronage, organizations should encourage creative digital ideas from their
employees and continually improve their image management efforts.
 27

9. RESEARCH METHODOLOGY

The research methodology for studying the impact of digital marketing on the real estate industry in India
involves a comprehensive and structured approach to gather, analyze, and interpret data. This
methodology will outline the research design, data collection methods, and analysis techniques to be
employed.

Research Design:
This study will employ a mixed-method research design, incorporating both quantitative and qualitative
research methods. The primary research methods will include surveys, interviews, and content analysis of
digital marketing campaigns, while the secondary research will involve a review of existing literature and
data.

Sampling:
a. Population: The target population for this study comprises real estate professionals, digital
marketing experts, and potential property buyers in India.
b. Sampling Technique: A stratified sampling technique will be used to ensure representation from
different segments of the population.
c. Sample Size: A minimum of 300 participants, including real estate professionals, digital marketing
experts, and property buyers, will be included in the study.

Data Collection Methods:

a. Surveys: Online surveys will be distributed to collect quantitative data from real estate
professionals and property buyers regarding their perception of digital marketing in the real estate
industry.
b. Interviews: Semi-structured interviews will be conducted with digital marketing experts to gain
insights into their strategies and practices in the real estate sector.
c. Content Analysis: Digital marketing campaigns from prominent real estate companies in India will
be analyzed to assess their strategies, effectiveness, and impact.
 28
Data Analysis:
a. Quantitative Data: Survey responses will be analyzed using statistical software (e.g., SPSS) to
identify patterns, correlations, and statistical significance.

b. Qualitative Data: Thematic analysis will be employed to extract key themes from interview
transcripts.
c. Content Analysis: Content analysis will involve identifying common digital marketing strategies,
keywords, and trends used in real estate campaigns.

Ethical Considerations:
a. Informed Consent: Participants will be provided with clear information about the research, and their
informed consent will be obtained.
b. Anonymity: Data collected will be kept confidential, and personal information will be anonymized.
c. Data Protection: Appropriate measures will be taken to secure and protect the collected data.

Limitations:
a. Time Constraints: The study is limited to a specific timeframe, and the impact of digital marketing
may evolve over time.
b. Sampling Bias: The use of online surveys may lead to sampling bias as not all potential
respondents may have internet access.

Data Interpretation and Conclusion:

Findings from the study will be interpreted and used to draw conclusions about the impact of digital
marketing on the real estate sector in India. Recommendations and implications for the industry will be
discussed.
Reporting:
The research findings will be documented in a research report that will follow a standard format, including
an executive summary, introduction, methodology, results, discussion, conclusions, and
recommendations.

References:
Appropriate referencing and citation of sources will be conducted in accordance with established
academic guidelines. This research methodology provides a structured framework to investigate the
impact of digital marketing on the real estate industry in India, combining both quantitative and
qualitative research methods to gather a comprehensive understanding of the topic.

29
 9. CONCLUSION

In conclusion, the impact of digital marketing on the real estate industry in India has been
nothing short of transformative. Over the past decade, the digital landscape has revolutionized
the way real estate professionals, developers, and buyers interact, providing numerous
advantages and opportunities.

Firstly, digital marketing has expanded the reach and visibility of real estate properties.
Online platforms and social media have become powerful tools for showcasing properties to a
broader audience. Real estate agents and developers can now target potential buyers more
effectively, irrespective of geographical boundaries. This has not only increased the speed of
transactions but also widened the potential customer base, both locally and internationally.

Secondly, the ease of information access has empowered buyers. With the advent of digital
marketing, property seekers can now access a wealth of information about properties,
neighborhoods, market trends, and financing options. This increased transparency has made
the real estate market in India more consumer-centric, as buyers can make more informed
decisions.

Additionally, digital marketing has facilitated a more cost-effective approach to marketing

properties. Traditional marketing methods like print advertisements and physical brochures
can be costly and less efficient. In contrast, online marketing allows real estate professionals
to reach their target audience at a lower cost, saving time and resources.

Furthermore, digital marketing has encouraged innovation in the real estate industry. The rise
of virtual tours, 3D modeling, and augmented reality applications has transformed the way
properties are presented, enhancing the immersive experience for potential buyers. This
technology-driven approach has become especially crucial in the post-pandemic world, where
virtual property visits have become the norm.

However, challenges persist, including data security concerns, competition, and the need for
professionals to adapt to evolving digital trends. Nevertheless, the overall impact of digital
marketing on the real estate industry in India has been overwhelmingly positive, fostering
growth, increased transparency, and improved accessibility for both professionals and
consumers. As technology continues to evolve, the digital landscape will remain a critical
driver of change in India's real estate sector.

30
REFERNCES

1. Carley Dehnisch. The Impact of Digital Media in Real Estate.2022

2. Bansude, S. & Hittalmani. V. Impact of digital marketing on real estate

business. International Journal of Health Sciences. 2021. 5(S1). 172–183. DOI:
https://doi.org/10.53730/ijhs.v5nS1.5395

3. Siyi li. Impact of Digital Marketing on Real Estate Market in China. BCP
business and management. 2022. Vol-34. PP. 344-353.

4. S. Santhanini. T. Deepa. Impact of digital marketing and e-commerce on the

real estate industry. Pune research world. 2016. PP.1-7.

5. Harjyot kaur. Digital Marketing and Its Impulsivenessin Real Estate.

International Journal of Management, IT & Engineering Vol. 7 (12). 2017. PP-
.147-155 http://www.ijmra.us

6. P. Ammani. Digital Marketing as a Competitive Advantage for Realtors. Think

India journal. Vol-22 (23). 2019. PP. 102-113.

7. Zhiyong Liu, Supot Rattanapun. The study of marketing turn of real estate
internet platform and value chain reshaping. International Journal of
Economics, Business and Accounting Research. 2022. Vol-6 (3). PP. 1591-
1604.

8. Dr. Ikwuagwu, Henry Chinedu Impact of Digital Marketing on Real Estate

Customer Patronage in Federal Capital City (FCC) Abuja, Nigeria. Middle east
research journal of economics and management. 2023. Vol-3 (1). PP. 13-18.
DOI:
https://doi.org/10.36348/merjem.2023.v03i01.003

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