Digital Trends in the Real Estate Sector

Among the speakers were top-notch professionals: Ignacio Ramírez, Operations Director at Grupo Lar; Carlos Álvarez, from Google; and Giorgio Ascolese, CEO of We Are Marketing. The session was moderated by Gema Alfaro, partner at Alfaro Manrique Arquitectos and alumna of the Management of Real Estate Businesses Program, as well as professor at IE Business School.

All of the speakers stressed how the new digital environment is changing not only the way marketing is done, but also the way in which companies must capture the attention of potential consumers. So, several conclusions could be drawn from the event.

“In this new digital world it is a lot easier to capture demand in real time,” affirmed Ignacio Ramírez, from Grupo Lar. And, thanks to the numerous technologies and tools that we have nowadays, we can very precisely track customers’ preferences and aspirations, measure and evaluate. Thus, according to him, “Now is the ideal time to launch this digital transformation in the real estate sector.”

Carlos Álvarez, from Google, provided some data extracted from the giant search engine, that reveal that nowadays, “If you are not on the Internet, you are missing out on an opportunity for people to reach you.” For him, the concept of “mobility” is key, emphasizing the need for companies to know how to position themselves in search results to reach more potential customers.

Lastly, Giorgio Ascolese, CEO of We Are Marketing, highlighted how the Inbound Marketing methodology is key in digital marketing, due to its usefulness and effectiveness when it comes to converting users into customers and brand specifiers. This is applicable to real estate, that according to Giorgio, is implementing these Inbound Marketing techniques with the goal of optimizing the different marketing initiatives and campaigns that are being carried out in its sector.

In short, the event showed that we are at a time in which any sector, and of course the real estate sector, needs to apply new marketing strategies and adapt to new digital trends in order to operate successfully. If you are interested in having the tools and knowledge to take advantage of these trends, we recommend that you take a look at our Executive Management of Real Estate Businesses Program. Join us!