16 August, 2019
Today we begin to publish the content of the digital marketing study for the Real Estate sector, a study that we have carried out from OOPTIMO, a digital marketing consultancy based in Barcelona.
1. The objective of the digital marketing study
Before starting it is important to explain the objective of the study.
Well, with this study, what we seek is to obtain specific knowledge about the real estate sector to understand those key factors to take into account when defining a digital marketing strategy that really increases customer acquisition in the digital environment.
In other words, what we want is to understand what are the keys to play to obtain more customers through the Internet.
2. How have we structured the study of the real estate sector?
We have structured the study in 5 parts:
- Sector analysis: the sector in the digital environment is analyzed, its degree of maturity and online market trends.
- Competition analysis: the main competitors are analyzed in search of the Best Practices in the sector.
- Online customer analysis: the target customer in the digital environment is analyzed, identified, located and found out on what it bases its purchasing decisions.
- Web technology strategy: Based on the first three analyzes, the key content that the website must contain is defined.
- Digital Marketing Strategy: Again based on the first three analyzes, the strategic line to follow in the digital marketing actions is defined.
3. Analysis of the real estate sector in the digital environment
In this first part of the study we will observe the state of the sector in the digital environment, its degree of maturity and the trends of the online market.
3.1. Digital maturity degree of the real estate sector
Real Estate has always been a very traditional sector, but like many other sectors it has not been able to escape from technological advances and is now in a digital transformation process.
According to a study by the multinational consultancy PwC “Technology is finally reaching the real estate sector. By 2020, it will have altered the economic fundamentals of entire subsectors of the sector, and will have changed the way real estate developers and the investment community operate. ”
One of the main reasons for this transformation, apart from technology (obviously) is due to new generations of customers, customers who increasingly demand added value at a lower price, and who are used to looking for all the information that they need through digital channels, whether on google, real estate portals or Instagram…
And they do it in search of as much information as possible: images, videos, housing characteristics, plans, customer opinions, prices, services offered, mortgages … they look for everything.
Reason why in this digital age in which we live, we can affirm that for the new generations of customers, if they don’t find you on the internet, you don’t exist.
3.2. Proptech companies digitizing the real estate sector
In this process of digital transformation, companies called “Proptech” have appeared, which are leading this transformation and totally revolutionizing the sector.
These are technology companies that seek to innovate and provide added value to the client through technology in the Real Estate sector.
This kind of companies are revolutionizing all subsectors with a wide variety of applications, such as:
- Real Estate Portals (they arrived years ago).
- Online Real Estate companies
- Big Data applications
- Virtual reality
- Real Estate Digital Marketing
- Home automation
- Internet of Things (IoT)
- Management software
- Etc…
With this digitalization environment, from OOPTIMO we understand that the digital transformation of the real estate sector mainly involves using technology with three goals:
- Offer more added value to the customer
- Optimize costs in all processes, so that we can provide more added value to the customer at a lower price
- And finally to obtain customers in the digital environment
3.3 Proptech map in Spain
Below we see a map that brings together the main PropTech startups in Spain organized by different activities.
The full map can be found on the web www.finnovating.com in case you want to know in detail all the companies and the solutions they offer.
It may seem that some of these solutions are far from being applied, since they are technologically very advanced compared to the current way of working, but we must keep in mind that the world in which we live advances and changes faster and faster, and in a few years the environment will be completely different from the current one.
In fact we only have to look 10 years ago, in 2009, to realize how everything has changed.
In the next post we will talk about the emergence of new online real estate agencies.
Thank you,
