indian real estate industry sets social media stage on fire
TRANSCRIPT
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A social media analysis of
REAL ESTATE DEVELOPERS
February, 2014
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Executive summary
• Kolte Patil emerged as the top performer among the real estate players with the highest
share of voice in the Industry with 11% share of voice. The lead in the share of voice was
due to the recently concluded Nest Fest campaign. The campaign saw 200+ Million
impressions online and 5.3 Million estimated impressions on Twitter alone.
• National Home Buying week campaign, a combined effort of Tata Housing and its
subsidiary Tata Value Homes has the highest interactions of 36.4K closely followed by Nest
Fest (Kolte Patil) 36.3K.
• Kolte Patil is the top performer on Facebook with the most engaged fans both in terms of
percentage of fans engaged and the number of fans engaged. Sobha Limited despite
having the highest number of fans do not have the most engaged fans.
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Industry Analysis
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Share of voice among real estate developers
Kolte Patil Developers Ltd
11%
Tata Value Homes
9%
Tata Housing9%
Unitech Group9%
Oberoi Realty6%
Shriram Properties Vizag5%
Omaxe5%
Puravankara Projects5%
Amit Enterprises4%
Mahindra Lifespaces3%
Sobha Developers3%
DLF 52%
Prestige Group2%
Hiranandani Group2%
Marvel Realtors2%
Others24%
Kolte Patil Developers has the highest share
of buzz among the players in the industry
with 11% share of voice followed by Tata
Value homes.
The buzz around Kolte Patil is primarily due
to the Nest Fest campaign.
Top 3 players have 40% share of voice
Share of voice among real estate developers in the last 30 days,
Source: Simplify360
Tata Value Homes has the second highest
share of voice followed by Tata Housing.
The dual projection of Tata has worked
against their favour.
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Share of voice comparison of campaigns
Tata Value Homes Online sale
39.8%
Kolte Patil (Nest Fest)39.7%
Tata GOSF16.2%
Paranjape Options
Unlimited3.2%
Sobha Ltd (Silicon Oasis)0.6%
Puravankara GOSF0.4%
Xrbia Property Expo0.2%
Tata Housing/Value Homes closely competes with Kolte Patil
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Campaign social media engagement comparison
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
Tata Value Homes Kolte Patil (Nest Fest) GOSF (Real Estate) Paranjape OptionsUnlimited
Sobha Ltd (Silicon Oasis) Xrbia Property Expo
Facebook Posts Likes Comments Shares Tweets/Retweets Clicks to the links shared on social media
National Home Buying week
#NoMoreExcuse
National Home Buying Week by Tata has the highest social media interactions of 36.4K closely followed by Nest Fest of Kolte Patil with
36.3K. Individual campaigns by Tata and Kolte Patil out performed the latest edition of GOSF 2014
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Top posts around the campaigns
No More excuse | National Home Buying Week
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Top posts around the campaigns
GOSF
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Top posts around the campaigns
Paranjape Schemes | Options unlimited
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Nest Fest campaign analysis
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25,627 Likes, comments and
shares on Facebook997K Clicks on campaigns on
social media
207 Million ESTIMATED IMPRESSIONS
NestFest Campaign at a glance
2,617 Tweets and Retweets
on Twitter
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0
100
200
300
400
500
600
1-Jan 4-Jan 7-Jan 10-Jan 13-Jan 16-Jan 19-Jan 22-Jan 25-Jan 28-Jan 31-Jan 3-Feb 6-Feb 9-Feb 12-Feb 15-Feb
Buzz around Kolte Patil and NestFest campaign
Data for 1st January – 16th February 2015, Source: Simplify360
There were 5.8 K online buzz around the campaign.
Nestfest Expo days
Buzz arund the brand and campaign on social media
App launch by
Parineeti Chopra
Facebook pages considered: Kolte Patil Ltd, Downtown Pune and 24K Living
Twitter account considered @KolketPatilLtd and @24KLiving
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Analysis : social media platform wise
1,597Tweets
79Brand tweets
76Brand posts
25,080Likes
145Comments
190Shares
307 KViews of Videos
Facebook59.1%
Twitter22.9%
Google+10.9%
Videos3.3%
News3.0%
Discussion Forums0.7%
Blogs0.1%
Platform wise breakup
726Unique people
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Top post | “Find your Dreamnest Facebook app”
21,146Total likes
77Total comments
84Total likes
For dream nest contest
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Top posts
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Demographic Analysis – Age and Gender
GENDER
37.47%FEMALE
62.53%MALE
32.76% 37.65% 25.88%
21-30 years 31-40 years 40+ years
AGE
Data is for those who have indicated their demographic details
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Overall comparison
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Sobha Ltd.
Tata Housing Development Company LimitedMahindra LifespacesXrbia
Raheja Developers
TheWadhwaGroup
Salarpuria Sattva
Uncompromise
Siddha Group
ATS Infrastructure Ltd
The Ideal Group
Hiranandani Developers
Supertech Limited
Mahagun India
Kolte Patil Developers Ltd
Earth Infrastructures Limited
Amit Enterprises Housing ltd
PBEL City
DowntownPune (Kolte Patil)
Unitech Group
JM Housing
RMZ Homes
-100
900
1900
2900
3900
4900
5900
6900
7900
8900
9900
0 50000 100000 150000 200000
No. of
people
engaged o
n F
ace
book
No. of fans on Facebook
Kolte Patil has highest engagement on Facebook
• Kolte Patil leads both in the no. of fans engaged and the percentage of fans engaged on Facebook.
• Shobha Ltd. has the highest number of fans.
• Tata Housing despite having high number of fans is among the pages with the least engagement
Facebook performance comparison of the top 20 in February
Size of the bubble represents
the %ge of fans engaged
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Sobha Developers
Raheja Developers
Wadhwa Group
Hiranandani GroupEarth Infrastructure Limited
Unitech Group
RMZ Homes
Kolte Patil Developers Ltd
Mantri Developers
CBRE
Hubtown
Prestige Group
ABAD GroupPurvankara
VGN
Vijay Raja Group
Total Environment
Urban Tree
Jain Housing
Sg Estate Ltd.
Omaxe
Embassy Group
Anant Raj
-100
400
900
1400
1900
2400
2900
1,000 10,000 100,000
No. of
people
engaged o
n F
ace
book
No. of fans on Facebook
Sobha Developers top performer on Facebook• Sobha Developers leads the both in the no. of fans engaged on Facebook and no. of fans on Facebook.
• Percentage engagement for Vijay Raja Group is the highest.
• Though the fans of Anant Raj, Sg Estate Ltd and Urban tree are less , they have good percentage of fans engaged .
Facebook performance comparison as on October, 2014
Size of the bubble represents
the %ge of fans engaged
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Sobha Ltd.
15%
Tata Housing
Development
Company Limited
13%
Mahindra Lifespaces
9%
Xrbia
9%Raheja
Developers
8%TheWadhwaGroup
6%
Salarpuria Sattva
5%
Akshaya
Uncompromise
5%
Siddha Group
4%
ATS Infrastructure Ltd
4%
The Ideal Group
3%
Hiranandani
Developers
3%
Supertech Limited
3%
Mahagun
India
2%
Kolte Patil Developers
Ltd
2%
Earth Infrastructures
Limited
2%
Amit Enterprises
Housing ltd
2%PBEL City
2%
DowntownPune
2%
Share of Facebook FansSobha Ltd with 200K fans has the highest share of fans
Real estate developer Fans
Sobha Ltd. 200,481
Tata Housing Development Company Limited 167,246
Mahindra Lifespaces 112,692
Xrbia 110,889
Raheja Developers 103,798
TheWadhwaGroup 75,044
Salarpuria Sattva 66,402
Akshaya Uncompromise 60,438
Siddha Group 56,037
ATS Infrastructure Ltd 49,135
The Ideal Group 41,972
Hiranandani Developers 40,166
Supertech Limited 36,830
Mahagun India 31,603
Kolte Patil Developers Ltd 29,421
Earth Infrastructures Limited 28,760
Amit Enterprises Housing ltd 27,828
PBEL City 27,153
DowntownPune (Kolte Patil) 20,537
Real Estate Investor's Club- Unitech Group 17,939
Facebook Fan Size
Total Facebook fans of the top 20 real estate companies,
Data as on February 2015
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Facebook Fans | Others
Real Estate developer FansReal Estate Investor's Club- Unitech Group 17,939
JM Housing 16,832
RMZ Homes 16,298
Shriram Panorama Hills 15,441
Mantri Developers Pvt Ltd 15,286
Hubtown 14,818
Marvel Realtors 14,555
Prestige Group 13,652
Gera Developments 13,294
Paranjape Schemes (Construction) Ltd 12,681
Merlin Group 11,595
Puravankara 11,253
ABAD Builders 11,206
Vijay Raja Group of Companies 9,195
VGN 9,128
Vijay Shanthi Builders 8,336
Panchshil Realty 7,761
Tulip Infratech - Real Estate Developers 7,218
Janapriya 6,993
Real Estate developer FansPride Purple Group 6,531
Total Environment 5,996
Nitesh Estates Ltd. 5,974
Urban Tree Infrastructures 5,963
Goel Ganga - Pure Delight 5,910
SMR Holdings 5,754
Amrapali Group 5,533
SG Estates Ltd. 5,295
Shriram Homes 5,099
Jain Housing 4,873
Oberoi Realty 4,719
Aparna Group 3,952
Jaypee Group 3,659
The 3C Company 3,608
24K Living (Kolte Patil) 3,443
My Home Constructions 3,007
Our Landmark Group 2,891
Kumar Properties 2,835
Marg Group 2,563
Omaxe Ltd 2,257
Tata Value Homes 2,156
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tata_housingAmitEnterpriseNitesh_Estates
rahejadeveloperPanorama_Hills
EarthInfraLtd
mahagungroup
shriramhomes
unitechltd
SobhaLtd
mantriblr
JMhousingLtdprestigegroup
paranjapescheme
Kolte Patil
-200
0
200
400
600
800
1000
1200
1400
1600
-500 1500 3500 5500 7500 9500 11500 13500
Ment
ions
of
off
icia
l Tw
itte
r ha
ndle
Followers
Twitter comparison INSIGHT• Unitech Ltd has received the highest mentions.
• Tata Housing has the highest no. of followers .
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Brands considered for the analysis:
A total of 57 e-commerce company is considered for the analysis. Following is the list of companies considered: 3C, ABAD Group, Aditya Constructions,
Akshaya Homes, Amit Enterprises, Amrapali Group, Anant Raj , Ansal API, Aparna Constructions, Arun Excello, Ashoka Builders, ATS Infrastructure, BPTP,
Brigade Group, Brigade Orchards, Century Real Estate, DLF, DLF 5, Earth Infrastructure Limited, Embassy Group, Forum Projects, Gera Developments,
Godrej Properties, Goel Ganga, Heritage Group, Hiranandani Group, Hubtown, Ideal Group, India Bulls Real estate, Jain Housing, Janapriya Engineering
Syndicate, Jaypee Group, JM Housing, Kalpataru Group, Kolte Patil Developers Ltd, Kumar Properties, Landmark Construction, Mahagun, Mahindra
Lifespaces , Mani Group, Manjeera Constructions, Mantri Developers, Marg Constructions, Marvel Realtors, Merlin Group, My Home Constructions, Navin
Housing, NCC Urban, Nitesh Estates, Oberoi Realty, Omaxe, Panchshil Realty, Paranjape Schemes, PBEL, Prestige Group, Pride Purple Group, PS Group,
Puravankara Projects, Raheja Developers, Raja Pushpa Properties, Ramaniyam Builders, RMZ Homes, Salapuria Sattva Group, Sg Estate Ltd., Sheth
Developers, Shriram Properties Bangalore, Shriram Properties Chennai, Shriram Properties Vizag, Siddha Group, SJR Luxuria, SMR Builders, Sobha
Developers, Space Group, Sukhwani Associates, Supertech, Tata Housing, Tata Value Homes, Total Environment, Tulip Group, TVH, Unitech Group, Urban
Tree, VGN Enterprise, Vijay Raja Group, Vijay Shanti Builders, Wadhwa Group, Xrbia
Methodology:
For the buzz analysis, mentions of the brands on social media, the total number of organic and inorganic mentions, the number of
people engaged, the number of followers and mentions were taken into account. For GOSF (Real estate) campaigns by Tata Value
Homes, Brigade Group, Purvankara Developers, Artha Property, Kolte Patil and Provident Housing etc were taken into consideration.
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