Ashish Parakh, Group Chief Sales and Marketing Officer, Sobha RealtyWe live in a world where everything seems to happen online. And similar to almost all other industries, most real estate companies have responded to this evolving digital reality by giving increased focus to online ads, digital content and social media content.
But sometimes, amid all this digital noise, it is easy to lose something crucial: The human connection – and especially in the real estate sector, where customers are looking for a space they can call home. As we all know, buying a home isn’t just about numbers and square footage; it’s about dreams, aspirations and finding a place to belong.
That is why marketeers are increasingly focusing on “transmedia marketing”. The term is a derivative of the academic concept of ‘transmedia storytelling’ that American media scholar Henry Jenkins defines as “a process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience”. With the rise of digital marketing, the concept of transmedia marketing has become key to the success of any marketing campaign.
Why stories build real connections
There is a growing belief that a well-crafted online advert or a viral social media post is enough to market a product and convert leads to sales. However, this view misses the bullseye in the real estate sector: A people-first experience that transcends business transactions to an all-encompassing personal journey.
Successful transmedia storytelling should adhere to the 4Ps principle: pervasive, persistent, participatory and personalised. As developers do not just sell homes; but invite people to become part of a story. That’s why transmedia storytelling should go beyond simply adapting a tale to different formats to expand the narrative, allowing each platform to contribute uniquely to the overall experience.
It is also about understanding how different target audiences consume media and information. Some prefer watching videos, others enjoy reading articles and some are drawn to interactive experiences. However, strong marketing campaigns are those that have different touchpoints with the customer. Jenkins remarks that in transmedia storytelling ‘each medium makes its own unique contribution to the unfolding of the story’.
Let’s imagine what an ideal transmedia campaign would look like.
1. Start with high-quality videos that are not focused on showcasing the property’s unique features but rather showing a dream coming true. Of course, a new development will have great amenities, but homebuyers are looking for a lifestyle and that should be the overarching storyline.
2. Offer homebuyers an immersive virtual reality experiences that allows them to “walk through” the space and experience these features first-hand.
3. Supplement these with engaging social media content that share the stories and experiences of past or existing residents, highlighting the vibrant community and unique lifestyle your project can promise.
4. Create a dedicated website that serves as a central hub, providing information about the development, its amenities and the area.
5. Finally, complement this with an inspirational tagline in an out-of-home (OOH) advertisement that speaks to the heart and an offline viewing experience of the project, where you can speak to all senses; through thoughtful lighting arrangements, scented rooms that brings to the customer a feeling of home warmth and tranquil music that tells the homebuyer “Welcome home!”
When you engage with these touchpoints collectively, they not only strengthen your overall marketing campaign but also amplify the impact of each individual touchpoint.
This approach creates a richer, more engaging experience than any single channel or content type, no matter how strong the message is. Sharing stories allows potential buyers to connect with their future home on an emotional level, creating a sense of familiarity and connection. Here, customers are not just seeing a house; they are living it.
Creating lasting legacies through sharing stories
The beauty of transmedia marketing lies not only in its immediate impacts, but in its long term legacy. A well-planned story told through different mediums has the power to transform a property into a dream; a space that is desired for its emotional value. The ever-evolving landscape of transmedia and the rise of new technologies and platforms is creating endless possibilities for storytelling. From augmented reality content that brings narratives to life, to 3D OOH ads and interactive experiences that engage potential buyers in real-time, the future of real estate marketing is full of innovation.
By creating compelling narratives across multiple channels, marketeers can create meaningful connections and build long-lasting relationships with their audience. In this quest, sharing stories remains our most powerful tool to connect with people and foster true engagement by not just selling a property, but a lifestyle that meets
their dreams.
By Ashish Parakh, Group Chief Sales and Marketing Officer, Sobha Realty.
