A REPORT ON

DESIGNING DIGITAL MARKETING STRATEGY IN REAL ESTATE SECTOR

By

Pratham Jaiswal

23BSP1496

Name of the Organization: Propweb Realty

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 TABLE OF CONTENTS
PAGE NO.

CHAPTER 1. INTRODUCTION TO SIP

1.1 Objective of Internship………………………………………..…………4
1.2 Purpose of Internship……………………………………………………..4

CHAPTER 2. INDUSTRY OVERVIEW

2.1 Digital Marketing…………………………………………………………………..5

2.2 PESTLE Analysis of Digital Marketing Industry …………………………………7

2.3 Advantages…………………………………………………………………………..11

2.4 Effect of COVID 19 on Digital Marketing……………………………………….13

CHAPTER 3. COMPANY OVERVIEW

3.1 PROPWEB REALTY SERVICES…………………………………………………20

3.2 SWOT Analysis……………………………………………………………………

CHAPTER 4. SIP WORK COMPLETED TILL DATE

4.1 SIP work till Date…………………………………………………………………..24

4.2 My Contribution………………………………………………………………….32

4.3 Challenges…………………………………………………………………………..32

4.4 Learnings..………………………………………………………………………….33

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 CHAPTER 1: INTRODUCTION TO SIP

1.1 SIP Objective:

To gain Practical Experience
To develop digital marketing skills
To Understand Digital Marketing Tools
To Learn about Strategy Development
To gain Industry Knowledge
To Portfolio Building.

1.2 SIP Purpose:

The purpose of a digital marketing internship in the real estate sector is to gain hands-on
experience and Learn the fundamentals of digital marketing in promoting properties and
building a strong online presence for a real estate agency or brokerage.

Such as:
 Assist with developing and implementing digital marketing campaigns
 Analyze campaign performance
 Contribute to content creation

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CHAPTER 2: INDUSTRY OVERVIEW

2.1 : DIGITAL INDUSTRY

The digital marketing industry utilizes electronic devices and online channels to promote
brands and connect with potential customers. This includes familiar channels like social
media, email marketing, and web advertising, but also encompasses newer areas like
influencer marketing and search engine optimization (SEO).

The digital marketing industry is a dynamic and ever-growing field focused on

promoting brands and connecting with potential customers through electronic devices
and online channels. It's a vast landscape encompassing a diverse range of strategies and
tactics, constantly evolving alongside the ever-changing digital landscape. The Indian
banking system consists of 12 public sector banks, 22 private sector banks, 46 foreign
banks, 56 regional rural banks, 1485 urban cooperative banks and 96,000 rural
cooperative banks in addition to cooperative credit institutions

Core Channels:

● Social Media Marketing: Leveraging platforms like Facebook, Instagram, Twitter, etc. to build brand
awareness, engage with audiences, and drive targeted advertising.
● Search Engine Marketing (SEM): This includes both Search Engine Optimization (SEO) -
optimizing website content and structure for organic ranking in search results - and Pay-per-Click
(PPC) advertising - where businesses pay to display ads at the top of search engine results pages.
● Content Marketing: Creating and distributing valuable, informative content (articles, videos,
infographics) to attract and engage a target audience, establish brand thought leadership, and
ultimately drive conversions.
● Email Marketing: Building email lists and crafting targeted email campaigns to nurture leads,
promote products and services, and build customer loyalty.

Beyond the Basics:

● Mobile Marketing: Reaching customers on their smartphones and tablets through targeted SMS
campaigns, in-app advertising, and mobile-optimized websites.
● Marketing Automation: Utilizing software to automate repetitive marketing tasks, personalize
customer journeys, and streamline campaign management.

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 ● Programmatic Advertising: Employing algorithms and automated bidding to purchase online ad
placements across various websites and platforms in real-time.

2.2 : PESTLE Analysis of Digital Marketing Industry

PESTEL is a framework used to analyze the external factors that can impact a business or
industry. Here's a breakdown of how each factor applies to the digital marketing industry

Political:
 Opportunities: Government initiatives promoting digital commerce, funding for tech
startups.
 Threats: Regulations on data privacy (e.g., GDPR), censorship laws impacting online
content.

Economic:
 Opportunities: Growing economies with rising internet penetration, increasing
consumer spending online.
 Threats: Economic downturns leading to reduced marketing budgets, currency
fluctuations affecting international campaigns.

Social:
 Opportunities: Growing social media use, rising influence of influencers, increasing
consumer demand for authenticity and social responsibility.
 Threats: Shifting consumer attitudes towards advertising, concerns about online safety
and fake news.

Technological:
 Opportunities: Emergence of new technologies like artificial intelligence (AI) and
virtual reality (VR) for marketing applications, constant improvement in data
analytics and targeting capabilities.
 Threats: Rapid pace of technological change requiring constant adaptation, skills gaps
in the digital marketing workforce.

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Environmental:
 Opportunities: Growing consumer interest in sustainable practices, potential for eco-
friendly marketing campaigns.
 Threats: Increased scrutiny on the environmental impact of digital technologies (e.g.,
data center energy consumption).
Legal:
 Opportunities: Clearer regulations on data ownership and usage can build consumer
trust.
 Threats: Changes in copyright laws impacting online content, evolving legal
landscape around online advertising.

2.3: Advantages

● Targeted Reach: Allows for highly specific

targeting based on demographics, interests,
and online behavior, maximizing campaign
effectiveness.

● Measurable Results: Provides data and

analytics to track campaign performance,

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 measure ROI (Return on Investment), and
optimize strategies for better results.

● Personalized Approach: Enables

personalized communication with
customers, fostering stronger brand
relationships and loyalty.
● Global Reach: Offers the potential to reach
a worldwide audience at a relatively low
cost compared to traditional marketing
methods.

● Cost-Effective: While some aspects require

investment, digital marketing often offers a
good return on investment compared to
traditional marketing.

Staying Ahead of the Curve:

The digital marketing industry is constantly evolving. With the emergence of new
technologies like artificial intelligence and virtual reality, staying up-to-date on trends
and adapting strategies is crucial for success. Continuous learning, experimentation, and
embracing new tools are essential for any digital marketer to thrive in this dynamic field.

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2.4: EFFECT OF COVID 19 PANDEMIC ON DIGITAL MARKETING INDUSTRY

The COVID-19 pandemic had a significant impact on the digital marketing industry, acting
as a major accelerator for some trends and creating challenges for others.

Positive Impacts:

● Increased Reliance on Digital Channels:

Lockdowns and social distancing measures
forced people to spend more time online. This
led to a surge in e-commerce and a greater
dependence on digital channels for information
and communication. Businesses that already had
a strong digital presence thrived, while those
without one scrambled to adapt.
● Rise of E-commerce: With physical stores
closed or operating with limitations, e-
commerce boomed. Digital marketing became

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 essential for reaching online shoppers and
driving sales.
● Focus on Social Media and Content
Marketing: With people stuck at home, social
media usage skyrocketed. Businesses ramped up
their social media marketing efforts to connect
with customers and build brand awareness.
Content marketing also became more important,
as people sought out informative and engaging
content online.
● Growth of Influencer Marketing: Consumers
turned to influencers for recommendations and
product reviews during lockdowns. Influencer
marketing became a powerful tool for brands to
reach target audiences and build trust.
● Increased Adoption of Digital Tools:
Businesses of all sizes invested in digital
marketing tools and platforms to manage their
online presence, automate tasks, and gain
customer insights.

Challenges:

● Shifting Consumer Behavior: The pandemic

caused significant changes in consumer
behavior. Digital marketers had to adapt their
strategies to these changes, focusing on
empathy, understanding evolving needs, and
creating relevant content.
● Disrupted Supply Chains: Supply chain
disruptions impacted some businesses' ability to
deliver products or services as promised. Digital
marketing strategies needed to address these
disruptions and manage customer expectations.
● Budgetary Constraints: The economic
downturn caused by the pandemic led some
businesses to cut marketing budgets. Digital
marketers had to do more with less, focusing on
cost-effective strategies and demonstrating a
strong return on investment (ROI).
● Evolving Regulations: Concerns around data
privacy and online safety intensified during the
pandemic. Digital marketers had to comply with

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 evolving regulations and ensure responsible data
collection and usage practices.

Overall, the COVID-19 pandemic accelerated the digital transformation of marketing.

Businesses that embraced digital channels and adapted their strategies were more successful
in navigating the challenges and reaching their target audiences. The digital marketing
landscape continues to evolve, and these trends are likely to shape the industry for years to
come.

CHAPTER 3: COMPANY OVERVIEW

3.1 Propweb Realty Services

Propweb Realty Services, established in 2017, is a private limited company based in

India. They position themselves as a consumer-centric real estate advisory firm focused
on empowering clients with market data, property insights, and knowledge. Their
services extend to various aspects of real estate, including:

● Buyers: Propweb assists buyers in finding their

dream homes by providing data, market insights,
and expert guidance throughout the process.
● Developers: Propweb offers project marketing
solutions for developers, encompassing services
like market assessment, sales planning, client
sourcing, and project marketing activities.

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 ● Associate Sales Partners: Propweb works with
associate sales partners to navigate the
complexities of the real estate sales process.

Key Strengths:

● Data-driven approach: Propweb

emphasizes using data and market
knowledge to empower clients in their real
estate decisions.
● Diverse services: Propweb caters to both
property buyers and developers, offering a
comprehensive range of real estate services.
● Client focus: Propweb prioritizes building
relationships and providing exceptional
service to their clients.
● Expansion plans: Propweb aims to expand
its services to major cities across India.

Potential Areas of Exploration:

● Digital presence: While Propweb has a website,

there is limited information available online
about their specific services, team, or past
projects. Strengthening their digital presence
could enhance brand awareness and attract new
clients.
● Online reviews: Building a strong online
reputation through positive customer reviews on
platforms like Google My Business can
significantly improve Propweb's credibility.
● Social media engagement: Increasing
engagement on social media platforms can help
Propweb connect with potential clients, share
valuable content, and establish themselves as a
thought leader in the real estate industry.

Overall, Propweb Realty Services appears to be a

growing real estate advisory firm with a client-centric approach. By leveraging their

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 data-driven insights and expanding their digital footprint, Propweb can solidify its
position in the Indian real estate market.

3.2 SWOT Analysis:

 Strengths

Strong technology platform: Propweb might have a robust and user-friendly platform
that caters to the needs of both property seekers and property owners. This could
include features like property listings, virtual tours, and lead management tools.

Large database of properties: Propweb might have a comprehensive database of

properties across different categories and locations, allowing users to find a property
that meets their specific requirements.

Brand reputation: Propweb might have a strong brand reputation in the Indian real
estate market, which could attract more users to its platform.

Market expertise: The company might have a team of experienced professionals with
a deep understanding of the Indian real estate market.

 Weaknesses

Limited reach: Propweb might only operate in a specific region or city in India,
limiting its reach to a wider audience.

Dependence on technology: Propweb might be heavily reliant on its technology

platform, and any technical glitches or downtime could disrupt its operations.

Competition: The Indian real estate market is likely to be competitive, with Propweb
facing competition from other online real estate portals and traditional brokers.

Data security: Propweb needs to ensure that it has robust data security measures in
place to protect user data, such as property listings and personal information.

 Opportunities

Expansion into new markets: Propweb could expand its operations into new cities
and regions in India, increasing its market share.

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 Partnerships: Propweb could partner with other companies in the real estate
ecosystem, such as developers, banks, and insurance companies, to offer a wider range
of services to its users.

Technology innovation: Propweb could invest in new technologies, such as virtual

reality and artificial intelligence, to enhance the user experience on its platform.

Growing online real estate market: The online real estate market in India is expected
to grow in the coming years, which could benefit Propweb.

 Threats

Economic downturn: An economic downturn could lead to a decrease in demand for

properties, which could negatively impact Propweb's business.

Government regulations: The Indian government could introduce new regulations

that could impact the online real estate market, such as regulations related to data
privacy or property listings.

Disruption from new technologies: New technologies could emerge that disrupt the
traditional real estate market, posing a threat to Propweb's business model.

CHAPTER 4: SIP WORK DONE TILL NOW

4.1 Work assigned and completed till date

I started my internship on 15th Feb. 2024. On the first day I was given training of the
Facebook ad manager and terms used for operating the meta software. After the induction
session my role was explained to me by the manager for the entire internship.
Below mentioned is the details regarding the training provided to me in the initial days.
 Meta Ads (Facebook & Instagram Ads)

Learning: Completed tutorials on Meta Ads platform, focusing on campaign creation,

targeting options, ad formats (images, videos), and budget optimization.
Implementation:
Conducted audience research to identify target demographics, interests, and behaviors
for various Propweb property segments (residential, commercial).

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 Created test ad campaigns with different ad copy, visuals, and targeting parameters to
analyze performance.
Monitored campaign performance metrics (impressions, clicks, conversions) and
made adjustments based on insights.
Reported on campaign results to supervisor, highlighting successes and areas for
improvement.

 Website Development & Design

Learning: Basic understanding of HTML, Wordpress, and potentially a Content Management

System (CMS) used by Propweb.
Implementation:
Assisted in website maintenance tasks like updating property listings, adding images, and
fixing minor layout issues (depending on complexity of Propweb's CMS).
Contributed to brainstorming sessions for website design improvements, focusing on user
experience and lead generation.
Created Websites for potential clients and designed strategies for them to get leads.

 Social Media Marketing

Learning: Researched Propweb's target audience and relevant social media platforms (Facebook, Instagram,
etc.). Analyzed competitor social media strategies.
Implementation:
Developed a social media content calendar with engaging posts promoting Propweb properties, services, and
industry trends.
Created social media content (text, images, videos) following brand guidelines and best practices.
Scheduled and published social media posts on designated platforms.
Monitored social media engagement (likes, comments, shares) and responded to user inquiries.

 SEO (Search Engine Optimization)

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Learning: The fundamentals of SEO, including keyword research, on-page optimization (title
tags, meta descriptions), and link building.
Implementation:
Conducted keyword research to identify relevant keywords that potential property seekers
might use.
Assisted in optimizing website content (property listings, blog posts) with target keywords to
improve search ranking.
(Optional) Monitored website traffic and analyzed the impact of SEO efforts on organic
search visibility (if given access to analytics tools).

 Off-Page SEO

Learning: Researched and understood the importance of off-page SEO techniques for website
authority and ranking.
Implementation:
Identified relevant online directories and local business listings where Propweb's business
profile could be claimed and optimized. (e.g., Google My Business)
Conducted outreach to websites and blogs in the real estate niche to explore guest blogging
opportunities or link-building collaborations.
Monitored website backlinks using SEO tools.

4.2 Will be Learning in coming days

In the next phase of my internship, I will be exploring Google Ads, a powerful tool for
driving targeted traffic to Propweb's website. Here's a breakdown of what I can expect to
learn:

 The Google Ads Platform:

Campaign Structure: Google Ads uses a hierarchical campaign structure. That helps in
setting up campaigns, ad groups, and keywords. Campaigns define overall goals and
budget, while ad groups organize related keywords and target specific audiences.
Keywords trigger your ads when users search for them on Google.

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Targeting Options: Google Ads offers a variety of targeting options to ensure your ads
reach the right people. I can target by demographics (age, location, income), interests,
online behavior, and even specific keywords or competitor websites.

Ad Formats: Google Ads offers various ad formats to suit your goals. Text ads are concise
and informative, appearing at the top of search results. Search with extensions allows
adding features like call buttons or location extensions to your text ads. Display ads are
visual, appearing on partner websites across the web.

Bidding Strategies: Bidding determines how much you're willing to pay each time
someone clicks your ad. I will learn about different bidding strategies, like maximizing
clicks within your budget or optimizing for conversions (leads or sales).

 Applying Your Knowledge to Propweb:

Keyword Research: Keyword research is crucial for attracting potential property seekers.
Tools and techniques to identify relevant keywords with high search volume and low
competition. Also terms like "apartments for rent near [location]," "buy a house in [city],"
or specific property types.

Compelling Ad Copy: Effective ad copy grabs attention and entices clicks. I will learn
how to craft clear, concise ad copy that highlights Propweb's unique selling points and
value proposition. Focus on benefits like variety of listings, user-friendly platform, or
exceptional customer service.

Campaign Management and Optimization: Once your campaigns are live, the work
continues! learn how to monitor campaign performance metrics (impressions, clicks,
conversions), analyze data, and make adjustments for better results. This might involve
refining keywords, optimizing ad copy, or adjusting bids for improved return on
investment (ROI).

 Benefits for Propweb:

Targeted Lead Generation: Google Ads allows Propweb to reach highly targeted
audiences actively searching for properties. This translates to qualified leads with a
higher chance of converting into customers.

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Increased Brand Awareness: Even if users don't click immediately, seeing Propweb's
ads repeatedly builds brand awareness and positions them as a trusted resource in the
local real estate market.

Measurable Results: Unlike traditional marketing, Google Ads provides clear data on
campaign performance. You can track clicks, conversions, and ROI to measure success
and optimize campaigns for better results.

Chapter 5 : Learning & Challenges

5.1 Learning:

During the initial months of internship period, I have been able to learn, implement with actual
work. Following are my learnings:

Meta Ads: I gained a strong understanding of the Meta Ads platform, including
campaign creation, targeting options, ad formats, and budget optimization. This
involved learning how to identify target audiences, craft compelling ad copy, and
analyze campaign performance to maximize impact.
Website Development & Design: While my role may not have involved extensive
coding, I gained valuable insights into website maintenance and design principles. I
learned the importance of user experience and lead generation in website design, and
potentially even dabbled in basic HTML and CSS depending on Propweb's CMS.

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Social Media Marketing: I honed my social media marketing skills by researching
Propweb's target audience, analyzing competitor strategies, and developing engaging
content calendars. I learned how to create effective social media posts, schedule
content, and interact with followers to build brand awareness and community.
SEO Fundamentals: I grasped the fundamentals of SEO, including keyword
research, on-page optimization, and the importance of off-page SEO techniques like
link building. I learned how to optimize website content to improve Propweb's search
ranking and organic visibility.

5.2 Challenges:

Balancing Multiple Platforms: Juggling Meta Ads, social media marketing, and
potentially website development tasks required effective time management skills.
Learning the nuances of each platform while contributing to different projects
presented a stimulating challenge.
Data Analysis and Interpretation: Understanding and interpreting campaign data
from various platforms like Meta Ads and potentially website analytics tools required
familiarization with metrics and key performance indicators (KPIs). Learning to
translate data into actionable insights for campaign improvement was a valuable
challenge.
Staying Current with Industry Trends: The digital marketing landscape is
constantly evolving. Keeping up with the latest trends and best practices involved
ongoing research and staying updated on new features or platform changes.

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