27 September, 2023
Unlock the doors to real estate success
Read time: 5 minutes

In today's edition:

  • In the news: FDI, FTC, and CAPTCHA
  • My thoughts on: influencer marketing in real estate
  • Q&A: Landlord issues

Handpicked stories from my weekly digest

Here are the 5 stories that you need to be aware of from this past week:

  • Geopolitical impact: The India-Canada row is unlikely to have a major impact on the Indian real estate market in the short term, but it could be a problem if the row is prolonged. Canadian funds have invested heavily in Indian office real estate in recent years, and a decline in FDI from Canada could hurt the sector. Canada and the US together account for 52% of real estate FDI inflows. Read more
  • Professionalizing real estate: The Maharashtra government has made it mandatory for all real-estate agents in Mumbai to obtain certification from a recognized institution. This move is aimed at professionalizing the real-estate industry and protecting consumers from fraud. The certification exam will cover topics such as real estate laws, regulations, and ethics. Read more
  • Investment thesis: Singaporean investors are betting big on office properties in India. They have invested heavily in office space in recent years, and the trend is likely to continue. This is because Singaporean investors see India as a growing market with a lot of potential. The Indian office market is expected to grow at a CAGR of 10% over the next five years. Read more
  • Amazon's tryst with anti-trust: The US Federal Trade Commission (FTC) has sued Amazon for alleged monopoly practices. The FTC alleges that Amazon has abused its dominant market position to harm competition and consumers. The lawsuit is a major blow to Amazon, which is already facing antitrust scrutiny from regulators around the world. Read more
  • Bot or not: Experiments have found that people might fail CAPTCHA tests while AI chatbots pass them. Could this finally be the end of the most annoying daily chore? Read more

The "rel-fluencer" glow-up


Image credits: Eagle Pixabay

In recent years, the marketing landscape has witnessed a transformative shift towards influencer marketing. This trend isn't confined to consumer brands; it has seamlessly integrated into various industries, including real estate. In the context of the Indian real estate market, this presents an exciting avenue for marketers to explore and leverage. We will delve into the role of influencer marketing and its relevance in the Indian real estate sector.

The Basics

Influencer marketing revolves around partnerships with individuals who possess a substantial and engaged following on social media platforms. These influencers can vary from celebrities and industry experts to micro-influencers with dedicated local audiences. India's burgeoning social media usage makes this marketing strategy particularly appealing. The following are the major reasons why real estate marketers should actively think of influencer marketing as a serious lead generation activity:

  • Building Trust and Credibility: One of the most significant advantages of influencer marketing is its ability to foster trust and credibility, a crucial factor in the Indian real estate market. When an influencer endorses a real estate project, it adds an authenticity that traditional advertising often struggles to achieve. These influencers are seen as reliable sources of information, making their endorsements all the more impactful.
  • Reaching a Targeted Audience: Influencers typically have a niche audience that aligns with specific demographics or interests. This targeted approach allows real estate marketers to reach potential homebuyers who genuinely resonate with their properties. For instance, collaborating with an influencer specializing in luxury living can be instrumental in promoting high-end projects, while a local influencer can significantly boost the visibility of properties in specific regions.
  • Creating Engaging Content: Influencers are skilled at crafting engaging and relatable content. They understand what resonates with their audience, and this knowledge can be harnessed to showcase real estate offerings in the best possible light. From virtual property tours to lifestyle vlogs, influencers can make properties more appealing and relatable to potential buyers.
  • Measurable ROI: One of the standout features of influencer marketing is its measurability. Key performance metrics such as engagement rates, click-through rates, and conversion rates can be tracked. This data-driven approach empowers real estate marketers to assess the effectiveness of influencer campaigns and make informed decisions for future strategies.

Where Influencer Marketing Beats Traditional Advertising

To better understand the impact of influencer marketing in the Indian real estate market, it's worth comparing it to traditional advertising methods. Traditional advertising often relies on billboards, newspaper ads, and TV commercials. While these methods still have their place, they may not be as effective in reaching today's digitally savvy consumers.

Influencer marketing offers a fresh and engaging alternative. It allows you to tap into the trust that influencers have already established with their followers. Below are its major benefits:

  • Trust and Authenticity: 92% of consumers trust recommendations from individuals (influencers) over brands.
  • Targeted Reach: Influencer marketing campaigns are six times more efficient at targeting audiences than traditional methods.
  • Engagement: Influencer campaigns have a 16% higher engagement rate compared to brand-created content on social media.

Influencer Selection Criteria

Selecting the right influencers for your real estate campaign in India is crucial. It's not just about choosing individuals with a large following; it's about finding those who align with your brand values and target audience. Here are the key criteria to consider:

  • Audience Demographics: Ensure that the influencer's audience matches your target demographic for the property.
  • Engagement Rate: Look for influencers with a high engagement rate, indicating an active and attentive audience.
  • Relevance: The influencer should have an authentic connection to the real estate industry or the specific geography.
  • Ethical Considerations: Ensure that the influencer conducts ethical and transparent promotions.

Please note: When engaging in influencer marketing, it's essential to be aware of legal and ethical considerations in India. The Advertising Standards Council of India (ASCI) has guidelines for influencer marketing, including the need for clear disclosures when content is sponsored.

Influencer marketing is no longer just a marketing strategy, it's an integral component of the Indian real estate market. It enables the establishment of trust, targeted audience reach, and the creation of engaging content that enhances online visibility. As real estate marketers, it's imperative that we embrace this trend, harness its potential, and continually adapt our strategies to stay competitive.


My landlord is not returning my deposit. What options do I have?
- Tarini

Hi Tarini,

The first option is always to try and resolve it amicably with the landlord. In the case where such efforts are not getting anywhere, you may have to go the legal route by sending them a legal notice and prepare a case for a civil suit. Make sure you keep copies of all correspondence and documentation related to the dispute so you can make a strong case.

Have a question? Reply to this email - if it's relevant to the broader Open House community, I'll feature it here!



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Disclaimer: This newsletter is intended for informational purposes only and should not be construed as professional advice. Please conduct your own due diligence prior to making any decisions.

By Ashwinder R. Singh
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