Real Estate Digital Marketing
Techpullers does real estate digital marketing for builders in Kerala. We do the SEO for each project location, we run the Google Ads, we build the landing pages with the client, and we write the ad copy. We write it in Malayalam as well as English, in house. The buyers are Malayalis. Some of them live near the project and some of them are working in Dubai, the UAE or the UK. Property ads in India come under RERA, and the registration details come from the builder's end. Our work starts at Rs 25,000 a month, and it can vary based on the keywords, the competition and what the client wants.
Is real estate marketing the same as digital marketing?
No. Real estate marketing is everything a builder does to sell a project. Hoardings, brochures, the site visit, the newspaper ad, the channel partners.
Digital marketing for real estate is the online part. Google search, Google Maps, the ads, the social media.
Techpullers does the digital part, and we can do the print work as well.
What does a real estate marketing agency do for a builder?
A real estate marketing agency gets a builder's projects found online and brings in enquiries. At Techpullers that is six things:
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SEO, with a separate keyword plan for each project location. If you have projects in Kakkanad, Thrissur and Kottayam, that is three plans.
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Google Ads for the project and the location searches.
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Google Business Profile optimisation. We post on the profile and optimise it for visibility and traction.
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Landing pages for each project. We discuss with the client what has to go on the page.
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Ad posters with the amenities and facilities written on the poster itself.
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Social media, in Malayalam and English.
We also build and maintain the website if the builder wants us to.
For one of our villa clients in Kottayam, most of the enquiries came through SEO and Google Ads. Social media helped, but that is not where most of their enquiries came from. All their villas were sold.
Why does Techpullers write property ads in Malayalam?
Because the buyers are Malayali, and we have a Malayalam writer on the team.
She is in house. She writes the Malayalam copy for all our Malayali buyers, in Kerala and abroad. We were running Malayalam ad campaigns for builders before Claude and the AI chatbots came into existence. The copy was enticing, and it actually created traction for those clients.
This is a differentiator. A lot of agencies write in English only, or put the English through a translation tool. If an agency pitches you Malayalam campaigns, ask them who writes it.
Who are the buyers for a Kerala property project?
Malayalis. Mostly two groups:
| Buyer | Where they are | What they are looking at |
|---|---|---|
| Local buyers | Living in the area, near the project | A place to live |
| Malayali expats | Dubai, the UAE, the UK and other countries | A place to come back to, or to invest in back home |
We ran the NRI campaigns in English and in Malayalam, both. A lot of agencies treat the overseas buyer as an "NRI investor" and only write in English. They are still Malayalis.
What should go into a property ad?
The amenities, the facilities, and what is near the location. On the poster, not only on the landing page.
Techpullers puts all the facilities on the poster itself, so the person scrolling does not have to click to find out.
Then the location. For one of our villa projects, the location was very suitable for people who had children, because there was a hospital nearby and there were educational institutions nearby. So that went in the ad.
If there is a hospital nearby, name it. If there are schools nearby, name them.
Does a property advertisement need a RERA number?
Yes. The registration number has to be on it, and shown prominently.
These are the parts of the Real Estate (Regulation and Development) Act, 2016 that matter for advertising:
| Section | What it says |
|---|---|
| Section 3(1) | A promoter cannot advertise, market, book, sell or offer for sale a plot, apartment or building before registering the project with the Authority. |
| Section 11(2) | Every advertisement or prospectus must prominently show the registration number and the Authority's website address. |
| Section 59 | The penalty for not registering can go up to 10% of the estimated cost of the project. |
The front page counts. In 2018 MahaRERA fined Piramal Realty Rs 50 lakh because the registration number was not printed on the front page of a three-page advertisement. The penalty was under Section 61, and MahaRERA accepted that the mistake was unintentional. It still cost Rs 50 lakh.
Source: RealtyNXT, "MahaRERA: 'Unintentional Violation' Faces Penalty Of 50 Lacs For Mumbai Developer", 9 April 2018.
In Kerala the authority is K-RERA, at reraonline.kerala.gov.in. Rules change, so check with K-RERA.
How does Techpullers handle RERA?
The builder gives us the RERA details, and the builder is responsible for them. Everything is done from the builder's end.
Before a campaign goes live, we discuss with the client what has to go on the landing page. They give us the points, the numbers, the amenities and the details of the facilities, and we build around that.
If an ad does not go live, or it gets held back for some issue, we inform the client.
We have not had to face a RERA problem so far. We take genuine clients. The builders we have worked with are big builders in Kerala and their registration was already done.
What happens to a builder's rankings when the website is rebuilt?
If the old URLs are not carried over, the builder keeps the searches for the company name and loses most of the others.
People searching the builder's name will still find the site. People searching "flats for sale in Thrissur" may not. Those are the people who did not know the builder yet.
This has to be fixed before the new site goes live. Make a list of every URL that is ranking now, and make sure each one still exists or redirects to the page that replaced it.
When Techpullers rebuilds a site that we built, we keep the same URL structure, for this reason.
If you are planning a redesign, ask whoever is building it what will happen to your existing URLs.
SEO or Google Ads for a property project?
Both. They do different jobs.
| Google Ads | SEO | |
|---|---|---|
| When it starts working | The day you switch it on | After a few months |
| When it stops | The day you switch it off | It keeps working |
| Best for | A launch, a project with a deadline | The projects behind the launch, and the builder's name |
For our villa client in Kottayam, most of the enquiries came from these two together.
How much does real estate digital marketing cost?
Techpullers' real estate work starts at Rs 25,000 a month.
It can vary based on the keywords, the competition, and the objective of the client. One villa project in Kottayam and a builder with seven locations are not the same amount of work.
Why are there no client numbers on this page?
Because a client in another sector left us over a case study we published with their figures in it.
Many clients do not want their numbers published. That is why this page has none.
If an agency is showing you another builder's figures, ask what they would show about yours.
Who will you work with at Techpullers?
As a real estate digital marketing agency, Techpullers has been working from Infopark in Kochi since 2013. That is 13+ years.
Aiswariya Kolora, CEO and Co-founder, handles SEO and content. Leno handles the technical side. The Malayalam writer is in the same office.
FAQ
Is real estate marketing the same as digital marketing?
No. Real estate marketing is everything used to sell a project, including hoardings, brochures, site visits and print. Digital marketing for real estate is the online part: search, Google Maps, ads and social media.
Does a property ad in India need a RERA number?
Yes. Section 11(2) of the Real Estate (Regulation and Development) Act, 2016 says every advertisement must prominently show the registration number and the Authority's website. Section 3(1) says a project cannot be advertised before it is registered. In Kerala, check with K-RERA.
Who is responsible if a property ad breaks the RERA rules?
The builder. The Act puts the duty on the promoter. The builder gives the registration details and the agency puts them on the ad.
Should NRI property ads be in English or Malayalam?
Both. The buyers are Malayalis whether they are in Kakkanad or in Dubai. Techpullers runs campaigns in both, and the Malayalam is written in house.
What happens to my rankings if I redesign my property website?
If the old URLs are not carried over or redirected, you keep the searches for your company name and lose most of the rest. Map every ranking URL to its new page before the new site goes live.
How much does real estate digital marketing cost at Techpullers?
It starts at Rs 25,000 a month and varies with the keywords, the competition and what the client wants.
How long does real estate SEO take?
Location and project pages usually move first. The broader searches take longer. Nobody can promise you a fixed position by a fixed date.
Tell us where the project is and whether the RERA registration is done. We will tell you if we are the right people for it.