REAL ESTATE: NOT

CONSTRUCTING SOCIAL MEDIA

PRESENECE?

By
Anubandh Srivastava
Ravi Teja Durbha

Acknowledgment
We are deeply indebted to EchoVMe and T.A. Pai management Institute
for providing this great opportunity to work on the project. Whatever we
have learnt during the class room sessions in the institute have been
applied. Some of the work we have done had its relevance to the marketing
concepts explained in the marketing classes, and would be useful in the
future as well. These two months have been very enriching and we are sure
we would use them to expand our horizons in the future.

We also would like to thank Ms. Amrutha Kuber, grateful Social Media
Team lead, Mr. Sorav Jain, Thinker-in-Chief, EchoVME for giving us the
opportunity to work in this project. Their constant interaction with us have
been nothing short of phenomenal. They have taken time out form heir busy
schedule to help us figure out the nuances of digital marketing and helping
us out if we encountered a problem.

We are also to our colleagues Ms. Ruchika Jain, Ms. Payal Watwani, our
co-interns Mr. Naveen L, Mr. Shriram N, Ms Aparna Rathi, Ms. Aishwarya Jain
for their help and inputs.

We are also grateful to Prof. Ragunath Rudran, Prof. Sridhar Teldevara and the
MIP team for their continue help and support in order to make this internship
a memorable and enriching experience.

Last but certainly not the least, we are eternally grateful to our parents,
friends and family for their constant encouragement and support in order to
pursue our goals.

Thank you
Anubandh Sriastava
Ravi Teja Durbha

METHODOLOGY
Doctors were asked to fill the survey and answer the questions that enquire about their activeness
on social media. It was a type of exploratory research that aimed at how doctors use social media
and how they realize its presence in their day-to-day activities.
INTRODUCTION
With the advent of technology, the world has come a long way for us. One of the major
precursors of this change has been the internet. At the turn of the millennium, when some people
were thinking, "that's it! we cannot go further; world wide web is the coolest thing we can
achieve", the internet was undergoing a major change. The search engines were getting
overhauled with the introduction of new ways of communication, and names like Orkut and
MySpace were becoming common.
But time, tide and software coders wait for none. And soon the developers came up with ideas to
further enrich our social media experience, in the form of Facebook, Youtube, LinkedIn and
Twitter. Google+, Instagram and Pinterest have further added spice to the potpourri and social
media has become an essential part of our personal and professional life and our daily endeavors.
When so much has changed around us and we are using social media for every and anything in
our life, we thought why not sneak in to the life of doctors (with their permission, of course) and
see how they use social media for their daily activities.
As a part of our research methodology, we conducted a survey with a sample size of 150 doctors
and studied about their awareness and usage of social media for their personal and professional
interactions. We categorized these doctors on the basis of age, gender, years of experience, type
of work they are in, blogging habits and their experience so far with the social networking
channels.
A major finding during the project was that out of the total responses, 100% of people were
aware about social media websites. Out of which, 93% had their accounts on social media, which
is very encouraging.
34% of survey takers were females. We found that 92% of females used social media to connect
with family and friends, while 80% of males belonged to this category. 63% of females used
social media for 30 minutes to 1 hour. Average time spent by females online was 58.5 minutes,
while for males it was 74.5 minutes. When it came to participating in online forums or updating
research work, males and females were equally active with 66% females and 64% males for
online forums and 42% females and 40% males for updating research work. Also, 45% females
update their successful cases online, while in case of males it's only 39%.
The profile of the survey takers: It is an integral part of the survey as to what is the profile of
the survey takers. Some of the important features of a survey taker's profile could be the age

group to which she or he belongs, the gender, the number of years of experience, the type of
work they do and, if they are aware about the social media or not.

Figure 1: Age group of Doctors

Figure 2: Gender distribution of Doctors

Figure 3: Experience levels of Doctors

Figure 4: The work type of Doctors

Awareness about social media: This is perhaps the most surprising data that we got. 100%, yes!
100% of people were aware about social media. Even though 7% did not have account, but they
had heard about Facebook, Twitter, LinkedIn etc.

Figure 5: Social media awareness levels

Meeting the right kind

During our survey, we mainly tried to approach people who were online, had email ids etc. As a
result, we found almost everyone who was aware of the social media. There were very few
people, who did not have an account on any of the social networking websites.
So, as per the data 94% of people had accounts on at least one of the social media websites.
There were only 6% people who, even though aware, did not have an account.

Figure 6: The usage of social media channels

We divided the survey into two parts. The First part that dealt with doctors who are present on
social media is as follows:
Part I: Doctors who use social media
Why should we use social media? What purpose does it solve? Social media has more often been
perceived as a 'just-for-fun' interface. But the smarty pants of the hyperspace found new and, I
would say the apt ways for using the virtual podium. They used it for personal branding, they
used it for promoting their brands and business ideas, they used it to differentiate themselves or
their products from the rest, and they used it to generate thought leadership in their respective
areas of interest. Now, the question arises how doctors use social media? On the basis of our
survey, we found the following percentages.

Figure 7: Usage patterns of social media

It is also always important to quantify the parameters. We thus, attempted to find out how much
time do doctors spend for the reasons mentioned above. We learnt that around 50% of doctors
present on social media used it for a duration of half an hour to an hour. While the doctors in the
second category i.e. 1 to 3 hours were 33%, which is pretty decent. Had the media been used
more for professional purposes, more number of doctors would have belonged to the >3 hours
category.

Figure 8: Time spent by doctors on social media

We further improvised on the last question to understand how much social media as an aid has
helped them. It was encouraging to see that 85% of people believe that social media helped them
greatly in their endeavors.

Figure 9: The perception of doctors towards social media

Expanding world of social media

Very quickly, new social media platforms are adding up to the network, which cater to our niche
requirements. There is Pinterest, where you can pin photos of whatever you wish for, and then
there is Quora, where you can get answers to your questions on the different topics you like. It
will, however, take some time before these websites register their presence. In the meanwhile, we
tried to find out how frequently, on a day-to-day basis, doctors visit some of the websites, which
according to us are the most important ones in the digital community. The results are as follows:-

Figure 10: Facebook usage patterns of doctors

Figure 11: Twitter usage patterns of doctors

Figure 12: LinkedIn usage patterns of doctors

Figure 13: Google plus usage patterns of doctors

Figure 14: Youtube usage patterns of doctors

Figure 15: Slideshare usage patterns of doctors

Amongst all the platforms, this tool has 74% of day-to-day users. The strongest one in social
media, which has redefined the way we communicated in our circle. It's Whats App!

Figure 16: Whatsapp usage patterns of doctors

One of the most important questions on this survey is how many doctors interact with their
patients on social media. This question is probably the epicenter of this research, as it defines the
scope of social media for the people in the medical profession. The data shows how a major
chunk of doctors don't interact with their patients online.

Figure 17: Communication with patients

Content on social media:

Internet has often been criticized for being an open platform, where any amateur can upload
misleading content about something and claim to be the pundit of that field. If a person is not
aware about this dubious characteristic of the cyberspace, he could very easily become a victim
to it- we called it, the cybernoise. However, there are ways with which, we can improve the

content quality, make the data more authentic and guide people in the right direction, towards the
correct information.
As a part of our study, we tried to count the number of doctors who came across patients that
read some misguiding material about healthcare on the internet, or who were misguided about
their own health condition due to some flawed content present online. The stats are interesting.

Figure 18: Presence of misguiding posts

Figure 19: Patients coming across misguiding content

Content improvement:
Blogs: At first it was called 'weblog', but after it gained popularity, some people rephrased it as

'we blog'. Blogging is one of the most important tools of the digital world. Blogs don't have an

expiry date. They stay there on the search engine and educate people, even if they were written a
long time ago. We therefore, included questions about blogging in our survey and we have the
following results:-

Doctors who blog

35%

Yes
No

65%

Figure 20: Blogging patterns of doctors

Figure 21: Frequency of blogging by doctors

Online Forums: This is another way to participate in the online activities; you become a member

of the online forum related to your interest, and take part in the discussions there or enlighten the
non-professionals on several issues. These forums increase the credibility of the internet, as the
information floated or issues discussed here are by experts. More active participation by doctors
here means more quality content online.

Member of club/forum
31%

Yes
No

69%

Figure 22: Membership in a health club

Patients interacting with the online content and its impact: Looks like the patients have
become smarter these days, and more cautious about their health. 94% doctors had come across
patients who did a background check about their health problem before coming to them. This
could also be an indicator of how fruitful a doctor's presence on online forums could turn out to
be for the lay persons present there.

Figure 23: Awareness levels of patients

When we asked doctors about what was the impact of this check, there were mixed responses.

Figure 24: Outcome of background checks

Use of Whats App for communication with patients: Above we have mentioned that 74% of
doctors used Whats App frequently on a day-to-day basis. On reply to how many doctors use it to
communicate with patients, we only found 35% of them practicing so, which infers that 65% use
Whats App only for their personal purposes like connecting with family, friends etc.

Figure 25: Whatsapp communication patterns

What doctors upload on social media: With cyberspace, we have (or should have) a symbiotic
relationship. We consult the internet for 'n' number of things, and those things ultimately come
from us. Doctors are undoubtedly, one of the most important resource to enrich the content
present here. The enrichment could be in the form of tips, home remedies, current updates about

drugs, summary of important health conventions that happen across the world, or it could be
their research work that they have worked upon in the past. We, therefore, attempted to find out
what are the things that doctors update most on the digital medium. We noted that nearly 40% of
doctors use social media for their personal reasons only, and don't post any medical information
as such.

Figure 26: Types of updates by doctors

Figure 27: Presence of research work on social media

The Climax- what doctors think about social media's role in our life: An overwhelming 92%
of doctors believe that social media is a great tool to communicate with friends and colleagues.

Now this, is very uplifting. However, a large population also feel that their patients are getting
addicted to it.

Figure 28: Doctor's perception of patient's social media activites

Figure 29: Doctor's perception of social media addiction

Part II: Why doctors don't use social media?

We wanted to know why some doctors stay away from social media. We found that around 90%
of them believe that social media is not at all a waste of time. The question is, why are they then
not riding on the superhighway?

Figure 30: Doctors who feel social media as a waste of time

Reasons!

Not educated to use social media: Two-third of the doctors who don't use social media are
actually not educated enough to use it.

Figure 31: Awareness levels of patients to use social media

Social media not important right now: Some doctors feel that they don't need social media
at present. There is, however, a 50-50 division amongst the two sides- those who consider it's
importance, and those who don't.

Figure 32: Perception of doctors on how important a tool is social media

They encountered people who were misguided by social media about their health
condition: This was another most striking feature of this survey.

Figure 33: Prevalence of false content

Patients running background checks of their problems on the web, before consulting:
Majority of doctors met patients who did a background check of their problem on the internet
before consulting them. Some of the doctors felt that such a background check misguided the
patients and increased the stress.

Figure 34: Pre-consulting background checks

Figure 35: Outcomes of the background checks

Future prospects of social media

71% doctors said that they will use social media in future. All of them believed that it is
changing the behavior of youths and its addictive. This shows that all of them consider that social
media is an influential tool and can make a strong impact on the people, especially youngsters, if
used wisely.

Figure 36: Future prospects of social media

Figure 37: Behavioral change due to social media in the future

Figure 38: Chances of social media becoming an addiction

Major inferences:
These are some of the major inferences that we have drawn by analyzing the survey data-

1. Social media helped a lot-presence on social media: We observed that most of the
people who said that social media has helped them a lot, were a day-to-day user of
Facebook, Twitter, Youtube and Whats App. Awareness about LinkedIn was
comparatively less as compared to the other four channels. Also, most of them were a
part of some online forum or club. Naturally, 100% of them endorsed social media as a
great tool to communicate and keep in touch with your friends and colleagues.

Figure 39: Presence of doctors on social media

2. Out of all the social media channels mentioned in the survey, Facebook is most popular
among people with 86% of active users. Twitter ranks second with 46%, which is almost
half of that of Facebook. LinkedIn has third rank with 40% users, while Google+ is just
below LinkedIn with 37% active members. The fourth rank of Google+ and its closeness
with the LinkedIn stats clearly shows how underrated this site is. LinkedIn ranks low,
because it is mainly used for professional purposes and people don't spend much time on
it. However, Google+ is used for all the purposes; yet, its nowhere close to Facebook or
Twitter.
3. Slideshare is at fifth rank with only 28% frequent users. Slideshare is used basically for
sharing powerpoint presentations (Ppts), videos and Pdfs, which is a major reason why
number of active users are less. Youtube, the website which is the biggest hub of online
videos, source of informative content, and one of the biggest online entertainment
provider has 79% of day-to-day users.

And finally Whats App, which is a mobile app and stands out of the league of all the
other website, has an enormous user base of 79% people, who use it on a frequent basis.

Figure 40: Activity of doctors across social media

Indications:
The gender comparison: Female doctors used social media more for their personal purposes
than their male counterparts. Though on an average, they spent less time on it- the difference in
the average time between males and females was more than 15 minutes. However, they were
more active in updating academic content and joining online forums.
Social Media use: Channels which were most actively used by doctors were Facebook and
Whats App, followed by Youtube, Twitter and LinkedIn. The usage of Facebook and Whats App
was almost double to that of Twitter. We recommend that doctors should become more active on
LinkedIn. LinkedIn, one of the most professional channels on the cyberspace, is highly used in
other countries for sharing professional work, talent acquisition & recruitment and building a
strong professional network.
Purpose of Social Media: The main purpose, which social media serves for the doctors could be
divided into two parts, interaction with patients and, interaction among doctors. Both these
parameters have global significance.
Doctor-patient interaction: When people across the globe look for a place to get medical
treatment, they research on the web to find out the medical facilities. best suitable for their needs.
They will only be aware of medical facilities in India, once there is sufficient and validated
content on the internet. LinkedIn can perform as an important tool in this regards. It is a very

strong interface to develop thought leadership and have professional interactions and debates.
When patients from abroad will surf the net, LinkedIn would become one of the strongest
channels to illustrate the current medical scenario in India.
Academic interaction: Not only connecting with patients, but social media play an important
role in developing thought leadership and becoming the host to medical debates and discussion
amongst the doctors, professors and people of high academics.
Social Media & misleading content: 94% of the doctors said that they found patients, who did
background check of their problems before consulting them. And nearly two-third of the total
doctors met patients, who were misguided by the information given on the net about healthcare
and about their own health issues. Still, 60% of doctors don't share their research work or their
successful cases online. There are only 29% doctors who use LinkedIn frequently. Things are
even worse for Slideshare, where only 5% of doctors use it on a daily basis. Slideshare is one of
those websites that have the potential to change the way people are educated in India. It can be
extremely helpful in sharing information in the form of videos, Powerpoint presentations and
Pdfs. It can make available the most innovate pedagogies used around the world to common
man's desk.

1 EXECUTIVE SUMMARY
EchoVME, a digital marketing services company specializes in the field of
Digital marketing. It especially has unmatched expertise in the field of social
media marketing.
Real estate has always been an enigma. The industry which requires
constant interaction with clients is not active on social media. The main
objective of this project was to analyze the activity and presence of real
estate companies in the social media platforms.
In order to achieve our targets, the following procedure was followed.
1. Listing out the Real estate players of India and arranging them on the
basis of their market capitalization.
2. Visit the websites of the companies to analyze their activity and user
interface.
3. Visit the social media pages of the companies and observing their
activity. The social media platforms include
Facebook
Twitter
LinkedIn
Instagram

 Pinterest
YouTube
4. Analyzing their social media activity based on various parameter such
as responses, posts, tweets, views, followers etc.
5. A comparative analysis was done and real estate companies were
ranked on the basis of their activity.

2 METHODOLOGY
The real estate companies were first analyzed on their website activity.
And then they were analyzed on the basis of their social media activity.
The following platforms were analyzed.
Twitter
Facebook
LinkedIn
Instagram
Pinterest
YouTube
Blog

First, lets analyses the presence of Real estate companies on various social
media networks. AS disused above, 7 parameters were defined and the
companies activities were measured.

Figure 41: Activates of real estate companies in social media

As the social media channels are defined, each of the following is observed
Facebook
Facebook is one of the most widespread of the social media platforms.
With 1.39 billion users, Facebook is the perfect platform to approach
any prospective customer. Therefore, it is expected that most of the
companies would have Facebook accounts, and indeed they have. With
75% of the companies having a Facebook presence, it is clear that the
companies acknowledge the importance of Facebook in their
promotional campaigns.

Presence of companies on Facebook

25%

Yes
No

75%

Figure 42: Presence of companies on facebook

And now, doing an analysis of the parameters of Facebook, we have

divided them into the following important parameters.
Likes
Page visits
Call for action
Reviews
Responses
Campaigns
Number of posts per week
The interactivity of the wall
Visiting each of the parameter, we have the following data has been
analyzed.

Likes on the Facebook page

The number of likes on a particular companys page is an
indication of the level of popularity of the particular company.
Analysis shows that Sobha constructions have the highest
number of likes with 237433 likes. Also the overall average of
the top 50 construction companies likes stands at 20331.

facebook likes

237433
164029
100139
53668

S O B HA

Ta t a H o u s i n g Ra h e j a D e v e l o p e r s I d e a l G r o u p

47096

Hir ana nda ni

Figure 43: Top 5 companies ranked according to Facebook likes

Number of posts per week

Number of posts per week indicate the activeness of each
company on Facebook. Having an active presence would result in
more conversion of customers. Also a quick response to any
complaints would increase the goodwill of the company among
the people. Here too we see a drastic difference between the
companies with some performing exceptionally and some
performing badly. Here Sobha Group and Spaze stand out with
14 posts per week with the average being 3.4 posts per week.

Figure 44: Top 5 companies ranked according to Facebook posts per week

Campaigns and Contests

Conducting campaigns and contest would help retain the interest
of the consumers and also increase the brand presence of the
company. However, only a few companies are presently
conducting contests. In fact, only 13% of the top 60 companies
conduct campaigns and contests.

Figure 45: Campaigns conducted by companies

Replies to posts and comments

Replying to posts and comments on the wall is an important part
of interacting with the customers. However, this aspect seemed
to be neglected by the companies as only 6% of them do it.

Figure 46: Responses to comments

Reviews of the pages

Page reviews on Facebook help verify the authenticity of the
page thereby increase the customers confidence on the page.
The developer with the highest number of reviews is Merlin
Group with 343 page reviews. The average page reviews stand
at 33.5.

Figure 47: Top 5 companies ranked according to Facebook page reviews

Page visits
Page visits of a particular companys Facebook page. It
determines the popularity of the page and in turn, the popularity
of the company itself. Here, Kolte-patil constructors lead the

way with 210 visits. The average of this parameter being 60

visits

Figure 48: Top 5 companies ranked according to Facebook page visits

Call to action feature on the page

The hallmark of a good business page is the call to action
feature. This feature would lead to better reachability of a
company to its intended audience. Call to action feature is
relatively popular amongst the companies as 30% of the
companies employ it.

Figure 49: Presence of call to action feature

Openness of the Facebook wall

Having the Facebook wall open would be a good way to obtain
feedback about the products and services of a particular
company. About 30% companies have their Facebook closed. It
means customers are not able to post suggestions on a
companys Facebook wall.

Figure 50: Openness of Facebook wall

The analysis shows that there is a lot of room for the real estate companies
to improve their presence in the Facebook scene.

Twitter
The presence of the companies on twitter was also analyzed on the
parameters of number of tweets, types of tweets, number of followers,
number of favorites, average tweets per week and whether they used
hashtags (#) in their tweets.

Figure 51: Companies usage patterns of Twitter

As we can see, 64% of the companies use Twitter to connect with their
customers. On an in-depth analysis of the Twitter parameters, we
obtain the following results.

No of tweets
No of tweets determine the level activity of a particular company
on twitter. The highest being 19100 tweets for Hanu Reddy
Realty. The average number of tweets being 1179.

Figure 52: Top 5 companies ranked according to Twitter activity

Types of tweets

The types of tweets that a company tweets to its followers

determines the level of activity that a company generates. There
are two types of tweets. 1. Generic tweets and 2. Specific
tweets. Generic tweets are addressed to the general public but
specific tweets are address to an individual. Specific tweets help
build interest and improve the traffic. Unfortunately all the
companies only do generic tweets.

Figure 53: Type of tweets

Number of followers
This is an important metric used to measure the popularity of a
particular company on Twitter. Larger the number the followers,
the greater its outreach on twitter and hence its popularity. Here,
TATA housing Limited leads the way with 13200 followers. The
average of this parameter being 1301.

Figure 54: Top 5 companies ranked according to Twitter followers

Number of favorites
People favoring a page generally means that theyre interested
in the products and services a company offers. The higher the
number of favorites, the more likely a company will get a
customer. Here TATA housing Limited leads the way with 712
favorites. With the average being 36 followers for the parameter.

Figure 55: Top 5 companies ranked according to Twitter favorites

Average tweets per week

This is an important parameter as this determines the activeness

of a company on twitter. Many companies attribute their success
to being active on social media. In this parameter, ACE Group
heads the list with 14.75 tweets per week. The average of this
parameter is 3.4 tweets per week.

Figure 56: Top 5 companies ranked according to Twitter tweets per week

Hashtag (#) tweets

Hashtag tweets are the tweets in which a hashtag is placed in
front of a word. This is done to make the tweet easily searchable.
Hashtags act as content aggregators and this would make it
easier for similar content to be searched and this in turn, would
lead to an increase in the visibility and interaction. Most of the
companies realize the potential of hashtag and have started
using them on their posts.

Figure 57: Usage of hashtag

LinkedIn
LinkedIn is one of the premier professional networking platforms for
business people. Most companies realize this and hence have an active
presence on LinkedIn. 68% of the companies have a LinkedIn profile.

Figure 58: Companies having LinkedIn profile

Since LinkedIn is undoubtedly a very popular social media platform

amongst the main parameters of LinkedIn were analyzed like the
number of followers, the presence of company and cover pics.

Followers

Number of followers indicate the popularity of a particular

LinkedIn profile , the higher the number, the better chance
there is to score a deal. In the LinkedIn numbers, Lodha Group
stands tall with 31548 followers, with the average being 4460.

Figure 59: Top 5 companies ranked according to LinkedIn followers

Presence of a company page

Having a company page establishes the credibility of a particular
profile and this helps in connecting with people. This also makes

Figure 60: Presence of a company page

Presence of a cover picture

Cover picture too, helps in establishing the identity of a brand

amongst the users. Hence the presence of it is important too.

Figure 61: Presence of a company cover picture

Google +
Google plus is one of the underused social media platforms especially
in the Indian context. As we can see, over 59% of the companies do
not use Google plus, which is an area to work on.

Figure 62: Companies presence in Google plus

In spite of this, it still remains an important part of a companys digital

media presence. So on analysis of the important parameters of Google
plus, we have the following. The number of views, followers and the
usage of hashtags.

Views on Google plus

The number of views is the times the companys page was
visited. In this regard, Sobha developers takes the top spot
with 481784 page views. The average page view is 97922.

Figure 63: Top 5 companies ranked according to Google Plus page views

Followers
Followers are the people who visit the page often and subscribe
for updates on the page. Having a higher number of followers
imply that the company is relatively popular and assured of quick
responses. In this aspect, TATA housing limited stands first
with 408 followers and the average of this parameter is 171.

Figure 64: Top 5 companies ranked according to Google Plus followers

Usage of Hashtags (#)

Usage of hashtags remains an integral part of the social media
scene. As hashtags act as content aggregators, having the in
place would ensure a better visibility of the brand. However, not
many seem to realize this and only 34% of the companies
actually use hashtags in Google Plus.

Figure 65: Usage of hashtags on Google plus

Pinterest
Pinterest is a relatively new platform with a unique twist. It can be used
to tag items and images of interest and then be used in the personal

wall. This helps people and businesses place and display their
interests. It is a great way for businesses to connect with the
customers of their choice. The following important parameters were
analyzed; maps, followers and pins.

Maps
Maps is a location feature that tells the user location of the
particular place, Real estate companies can use them to display
the location of their new and upcoming projects for easier
access. However, this seems to be seldom used as a staggering
100% do not use maps.

Figure 66: Presence of Pinterest maps

Number of pins
Number of pins determine the activity of a particular company on
Pinterest. Companies generally pin their properties to ensure
more user interaction. In this aspect, Godrej Properties with
1868 pins lead the way. The average number of pins are 119.5.

Figure 67: Top 5 companies ranked according to Pinterest pins

Number of followers
No of followers determine the popularity of a particular profile.
More followers generally means more people are interested in
buying the property and helps interact with them biter. Here,
MMR Group leads the way with 635 followers.
The average is 119.

Figure 68: Top 5 companies ranked according to Pinterest followers

This is an analysis of the social media scene of the real estate companies. No
analyzing the top- 10 companies in the real estate scene, we have the
following observations. We have analyzed each company on the basis of
their online activity which is based on their social media activity.

1.

SOBHA DEVELOPERS

Below are some of the highlighting features of their website. Their

website consists of many important features that Sobha offers

Facebook: On their cover pic, Sobha Developers

has marked their journey on social media using info
graphics and timeline. They also post quotes by
influential personalities on topics related to lifestyle
and living.

Another interesting part of their campaign is that

they identify different seasons through their posts,
in order to lure customers.
They have also been very nimble in understanding
the importance of hashtags and have used them
efficiently on their Facebook page.
Twitter: With a remarkable figure of 14 tweets per
week on an average, Sobha is at the top, sharing
the space with MMR Group. On Twitter too, they are
very good with hashtags. Their hashtags are either
based on the location of their project (eg.
Bangalore) or the kind of flats they are making (eg.
villas) or their company name, Sobha. Their
hashtags are often accompanied by interesting
pictures, which either portray their ultramodern
construction or their strong footprints in the real
estate sector.

LinkedIn: They have a very strong presence on

LinkedIn with 8,927 followers. They are also very
active in posting updates on their account.
Google+: Their Google+ page is a copy of their
Facebook page or vice versa. They have exactly
the same posts, which they have updated on their
FB page. They also have an overwhelming 4, 51,

540 views, after Hanu Reddy Realty, who are

dominating the list with more than 5 lakh views.
Pinterest: Their start on this platform is very
modest. The boards they have created are based
on their different projects across the country.

Facebook: Their approach on Facebook is either to

simply update pics of their uber stylish houses, or
club those pics with some stunning landscape.
They have also put apps and testimonials in the
form of videos on their page.

Twitter: With an astonishing 13.2K followers, their

presence on this platform is paramount. They are
way ahead of Raheja Developers and Nitesh Estate
in terms of number of followers, who share the
second and the third spot with 9.6K and 8.1K
respectively, while others top Twitter profiles have
900-1.0K followers. The hashtags they use on their
profile are more of common words that one would
look for, while searching for homes. Some common
hashtags that they use are costEffectiveSpace,
ComeHomeTo, Quote etc. They also share famous
quotes related to housing.

Google+: They have a decent page with over 2

lakh views and 435 followers. They have used the
same hashtags that they have used on Twitter,
along with the same pics that they have updated
on Facebook.
Pinterest: Their boards are titled based on their
different projects and flaunts the luxurious living of
their apartments.
Raheja Developers: Their website has the following
features-

Facebook: Their strategy on FB was to update their

subscribers with the recent news related to their
projects. They also tried to touch the emotional
side of people, by putting religious content or
happening pics from day to day activities.

Twitter: Here also, their most recent tweet was a

news item, a video showing their founder Mr.
Naveen Raheja talking to journalists. They have
tried to differentiate their Twitter account with that
of Facebook by mainly posting videos on their
profile. These videos are either about current news
feeds related to them or about their various
projects.
LinkedIn: Raheja Developers, surprisingly, doesn't
have a company page here.
Google+: They have a weak Google+ presence
with just 11 followers and 19.5K views. All the
posts are in the form of videos. On an average,
there is one post in a span of 4 to 5 days.
Pinterest: Although, they do have a Pinterest
account, it doesn't really add to their social media
presence, as there are only 14 pins, 4 followers and
0 boards.
Ace Group:

Facebook: Ace Group has a strong Facebook

presence with 4.5K likes and 4.6 out of 5 stars
based on 25 reviews. They also have apps of
Youtube and Twitter placed on their page.

They also sponsored on news channels, the photos

of which are uploaded on the page.

They have also used hashtags, which are mainly

common words like Monday, amazingbuilding,
gym, amenities, world etc.
They have also put area map on their page. This is
another symbol of a strong, carefully designed FB
page.

Twitter: Their presence on Twitter is good. They

have more than 1.0 K tweets and around 2.0K
followers. Their tweets are same as their FB posts.
Their last tweet, which is also their last post on FB
page talks about the Petronas Tower, which was
the world's largest tower till 2004. Twitter is a very
important platform and very different from
Facebook in terms of its usage protocols and
interface. Ace Groups should have used this space
in a more efficient way, rather than just making at
a copy of their FB page.
LinkedIn: They has only 132 followers on their
company page. They have regularly updated their
page with pics that informs people about their
various projects.
Google+: This page shows that they are active on
Google+. The hashtags used are a mix of their
construction projects and general words used in

daily life. This is a very efficient way to use

hashtags.
Pinterest: Their presence here is very strong with
500+ pins across 16 boards; the boards are named
on their project names. They can, however,
improve on their number of followers. They
currently have one-fifth of the number of people
that they are following.

Ace Group has intelligently placed the pics of

Deepika Padukone as their brand ambassador, due
to which, their social media accounts definitely
look distinct from other developers' accounts.
Kolte-Patil:

Facebook: They have a very strong FB page with

33K likes, overwhelming 259 reviews and an
average rating of 3.7 stars out of 5. They have put
their booking number right at their cover pic.

They have also used the tool bitly to shorten the

URL

A few of their posts also have hashtags, chiefly on

names of different places, where their projects are
under construction.
Twitter: Their presence here is decent, though they
can improve on almost all the fronts, viz. no. of
tweets, followers, average number of tweets etc.

Use of hashtags is more prominent here. Some of

the frequently used tags are Jaipur, Raipur, and
Jabalpur etc. They have also shared the link to their
FB page with every post.
LinkedIn: Their profile pic is very catchy, which
portrays their 25 years experience in this field.
Their follower base is also strong, with more than
3K followers. They also update their page
frequently, however, they have continuously used
a similar looking pic on their page.

Google+: Google account is in a so-so condition.

There is definitely a lot to improve. Posts are
exactly what they have put on FB. Hashtags are a
mix of places names and general words.
6) Aadhar Group
The moment you visit the site, you are greeted
with an animated cover page. The categories are
arranged according to the style of the building you
would want. The website also has buttons linking
to their Facebook page, contact numbers and a
contact us button, providing an easy access to
contact them.

The buttons present on the webpage

Contact buttons on the website

Enquiry form on the website

The projects are also laid out in categories for easy
navigation.
Facebook: Facebook page of Aadhar group is one of
its highlights. It has got a healthy following in
Facebook. Aadhar Group posts regularly on
Facebook. Various updates about its upcoming
projects and fun facts about the construction sites
in India make it a good page. Most of the articles
are linked to the original website. They have also
created an application portal for customers to
choose from.

Applications on Facebook
Also, the posts about their projects are eyecatching and easy to understand with a lot of
information, hence they promote consumer
interaction.

A post providing information about the upcoming

projects

Aadhar Group wishing their customers

A snippet of Facebook describing the events

Another event promotion

This results in a good Facebook activity from the
company netting it 33,000 likes.
Twitter: A similar strategy which they followed for
Facebook is followed here as well. Regular posts
about upcoming projects adorn the twitter profile.

Tweets about upcoming projects

Another tweet about their project

A tweet wishing people

A news snippet about construction sector

All these measures help Aadhar group get 882
followers on twitter.
LinkedIn: The LinkedIn page of Aadhar page is
nothing to write home about. There are no update
to speak of and one solitary post.

Google plus: Google plus page has regular updates

about the company. Their projects are clearly
mentioned in the posts. Also customers are wished
for festivals and special occasions.

This regular activity helps it stay in peoples mind,

getting about 10,000 views.
Pinterest: Pinterest page of Aadhar group has
interesting mix of pictures. There are pictures of
completed projects, retail projects and various
events at the office are posted.

All these efforts prove fruitful as Aadhar Group

clinches the 6th spot in Real Estate companies in
India. Its weighted score is 54.95.

Wave Infratech: Wave Infratech is another

company which has its presence in all the social
media channels. Its website is the epitome of
simplicity. With only 6 tiles greeting you, it couldnt
be any more minimalist. The standout feature of
this company is the presence of a blog.

These are the tiles that greet you when you enter
the webpage. Each tile corresponds to a project
they constructed. The website is well designed and
easy to navigate.
Facebook: The Facebook presence of Wave is quite
good. With over 21,000 likes, it is one of the more
popular pages out there. Some of the unique
features of Waves Facebook page are presence of
Apps, regular updates about the current and

upcoming projects. Infrastructure news also

regularly makes the cut.

This results in an amazing following in Facebook of

about 21,000 likes.
Twitter: Twitter is a unique proposition for Wave. It
posts about various events that happened in the
company to interact with customers more. These
activities helped the company amass 1,713
followers.

LinkedIn: The presence of Wave infra in

LinkedIn is commendable. With frequent
activity, posts and updates about the company,
Wave is one of the few companies that use
LinkedIn to the fullest.

We can see that many interesting discussions

related to the recent developments in the real
estate industry. This creates a lot of consumer
interest.
Google Plus: Google plus presence of wave is
nothing short of exceptional. With enough
content to keep people engaged for hours,
Wave certainly knows its way around Google
Plus.
Some examples can be:

By posting things which are interesting as well

as informative, it has built up a reputation that
is positive. These activities earn it a score of
0.4.
Pinterest: Wave is one of the elite few that has
its presence in Pinterest. Wave has very good
presence in it. It has very well organized pin
board.

Waves followers can access the content with

ease. Wave also provides tips on living through
Pinterest.
Hanu Reddy Realty
Hanu Reddy Realtys website is not the lightest
around, but it is very comprehensive. It has all
the information arranged in different tabs and
navigation is very easy. It has all the icons
placed at the bottom of the site to help in
navigation to the social media.

Facebook: Hanu Reddys Facebook page is also

well utilized. It keeps its followers up to date on
the recent happenings.

These kind of posts inculcate a sense of one

ness among the customers. Hanu Reddy takes
a personal approach to the social media. It gets
a score of 2.31.
Twitter: Hanu Reddys twitter too follows a
novel approach. Hanu Reddy prompts readers
to tweet about the amazing places they have
visited, promoting user activity on their page.

This gets it a score of 19.607 which puts it at

the top of the list.

LinkedIn: LinkedIn usage by Hanu Reddy realty

is not up to the mark. It doesnt have a proper
cover page. But regular updates are provided.
It scores 0.09.
Hanu Reddy doesnt have a Pinterest presence.
It would go well with the personalized approach
Hanu Reddy realty has been following.
Puravankara is one of the leading real estate
developers in India. With a pan India presence,
it is paramount to have social media presence
as well. Well, it realizes the importance of
having accounts and thus, has the presence in
all of the popular social media channels.
Analyzing the website of the company, we can
analyses the following.

The website is beautifully designed and

detailed. It has a scrolling image of the present
and upcoming projects. There are tabs at the
bottom of the website for access to other
archives. The contact number and location of
the projects are also clearly defined. The only
drawback of this website is that it doesnt have
the social media buttons present on the
website. So the access to its social media
pages is an unnecessary chore. Having buttons
on the website would be recommended.
Analyzing the social media pages of the
company,
Facebook: Facebook page plays an important
role in reaching out to people. Puravankaras
Facebook page is chock-full of information.

They regularly post about their achievements,

projects and happenings around the world.

The landing page of Puravankara in Facebook is

simple. The cover picture has a good image
depicting the latest project of Puravankara. It
also has a call to action button for easy
approachability
Twitter: Having a twitter preens is vital for any
company. Puravankara does it very well.

A good cover picture with precise information is

present on the twitter landing page. Also the
bio is well compiled explaining everything
about the company. They also post regular
updates about the affairs of the company

LinkedIn
Puravankaras presence in LinkedIn is in the
lower end of the spectrum.

.The about section of the page is beautifully

detailed with all the important information
pertaining to the company. Also, the company
uses a less known feature of LinkedIn which is
regular update. They update their page with
relevant news and facts.
Google Plus: Puravankaras Google Plus
presence is, again, in the mid-range. It stands
14 in terms of Google presence with the
number of followers.

But the usage of Google plus is not up to the

marks. Puravankara uses Google Plus to post
updates and videos about its projects.

Pinterest: Puravankaras Pinterest page is one

of the companys social media presence
highlights. It has pins about properties which
gives a good overview. The company uses
Pinterest in an interesting way.

This helps in Puravankara being one of the

popular pages in Pinterest. The total social
media score for Puravankara is 25.602.
EDEN Group: Eden group is another of the
elusive clean sweep companies with the
presence in all the social media channels.
Eden has a good website with all the essentials
in the landing page

The page is well laid out and easy on the eye.

There is a scrolling gallery that describes the
present and upcoming projects. There are also
buttons on the page that link to the respective
social media sites. This promotes ease of
access and navigation. There is also a Search
bar for easy navigation throughout the site.

Facebook: Facebook presence is paramount for

any company to augment their social media
presence. However, EDEN seems to be ignoring
this face as they are bang-on the middle of the
activity table. One of the glaring omissions is
the absence of call to action button on their
page.

Call to action enables the visitors to contact

the company and the lack of this might affect
the conversion rate. However, regular posts of
the upcoming properties save the day, with
well-defined posts addressing the needs of
consumer. The weighted average score of
EDEN is 14.86
Twitter: Twitter presence, too is an important
parameter on which a companys digital

presence can be judged. Twitter helps

companies explain about their upcoming
projects. It also helps in engaging with clients.

However, the twitter profile of the company is

locked thereby preventing easy access and
communication. This might not be the ideal
case.
LinkedIn: LinkedIn is a very good platform for
business connections. However, only 363
people follow EDEN group. With a little of
optimization, the numbers could be higher.

Google Plus: Google plus is a growing social

media platform. A good performance in this
would mean that Google search favors your
website. However, in this parameter too, EDEN
does disappoint as it gets a weighted score of
0.02.

EDEN group should concentrate on improving

their Google Pus presence.
Pinterest: Pinterest is a platform to share
photos of various properties. The followers can
then experience the properties in pictures.
Most of the companies, however, dont follow
the principle. EDEN properties has no presence
to speak of in Pinterest with a weighted score
of 0.23. EDEN group really needs to pull its
socks up.
Total score: The total score for EDEN group is
25. 03
Oberoi Realty

Oberoi realty is one of the premium developers

in India dealing only in luxury homes. Its
website oozes sophistication and elegance. It is
simple and easy to navigate. But there is a
downside; it does not have buttons to go to the
builders social media pages.
Facebook: Oberoi realtys Facebook page is not
well maintained. The posts are irregular in
nature, the page is not updated frequently and
there is no call to action feature. The about
section is also incomplete. There are no
contact numbers on the page. However, there
are posts regarding the properties and
important events on their page.

Twitter: Oberoi realtys twitter page is also not

well maintained. Sporadic posts with no
updates about their projects, incomplete bio
and no interaction make its page lively. Their
posts include
LinkedIn: The Companys LinkedIn page, too, is
very badly maintained. There is no profile
picture, no cover picture and no bio. Hence
there is no way to verify the authenticity of the

profile. This shows in the weighted score of

1.05.

Pinterest: Pinterest presence of Oberoi is

limited too. There are boards which are neatly
arrange but limited in number. There are
placeholders too for future projects. But none
presented in an interactive manner. This results
in a low weighted score of 0.3.

Oberoi Realty might be a giant in the real

estate market, but when it comes to social
media presence, there is a lot of room for
improvement.
The total weighted score for Oberoi is 16.45.