A STUDY OF DIGITAL MARKETING AND ITS EFFECTIVENESS IN REAL ESTATE SECTOR IN INDIA SMITA BHATIA RESEARCH SCHOLAR OF SRI SATYA SAI UNIVERSISTY

Abstract

This paper focuses on the impact of online marketing on the Indian real estate business. In this paper, authors have explored how online marketing has transformed the real estate business and what is its impact on well-established firms who now face fierce competition from Internet-based entrants with focused offerings. With the increase of internet penetration and easy access of information on the net more and more home buyers are now using internet to help them make purchase decision. Nonetheless to say internet presents tremendous opportunity to real estate developers to reach much wider audience and market their projects.Specifically, the authors have carried out the study on retail brokerage sector where the introduction of online brokerages and the availability of information from alternate sources have challenged the dominance of offline brokerage system