Sarthak Seth, Chief Sales and Marketing Officer, Tata Realty and Infrastructure Ltd, and Marco Pilia, Managing Director India, Planet Smart City, in an exclusive interaction with MediaBrief, speak about the enduring influence of print media in real estate marketing, even amidst the rise of digital advertising.
They also discuss how the realty sector influences advertising trends in print media and highlight the factors that drive real estate companies to invest in full-page print ads. Read on.
Speaking about how the growth in the realty sector influences advertising trends in the print media landscape, Sarthak Seth, Chief Sales and Marketing Officer at Tata Realty and Infrastructure Ltd, says, “In an age where social media is considered the next big disruptor in media, the tangible experience provided by print brochures, flyers, and strategically positioned local newspaper advertisements creates a distinctive and memorable touchpoint for potential buyers. Using new formats of storytelling through interactive elements in press releases, print ads, and advertorials in targeted publications and magazines can enhance engagement and brand recognition in a digitally saturated landscape.
“Furthermore, it provides a tactile experience, capturing the reader’s attention and leaving a lasting impression. The sheer action of reading a physical newspaper can create a more immersive experience compared to fleeting digital ads. It’s the only medium that has the potential to increase your attention span and give you genuinely in-depth knowledge about a potential product. Furthermore, the reach of print media remains a significant advantage.
“Local newspapers, targeted magazines, and direct mail campaigns allow real estate companies to narrow down their geographic audience and accordingly chart their growth plans. This ensures that our message resonates with the communities we serve, fostering trust and brand recognition with potential buyers who are most likely to be interested in our listings. By strategically integrating press releases alongside our robust digital marketing efforts, we can create a comprehensive strategy that captures the best of both worlds,” adds Seth.
Outlining how the realty sector influences advertising trends, Marco Pilia, Managing Director India, Planet Smart City, explains, “The growth of the real estate sector has had a significant impact on advertising strategies in print media. Developers are increasingly adopting an integrated media approach, leveraging both digital channels and print concurrently to maximize visibility for their projects.”
Strategies employed by real estate companies
Speaking about the strategies employed by real estate companies to leverage print advertisements Pilia says, “Real estate companies systematically employ a variety of approaches to optimize print ads, especially in the digital age. These tactics include attention-grabbing headlines, eye-catching images, celebrity endorsements, and educational content carefully crafted to engage readers. Businesses also select publications that appeal to their target market and invest in high-quality printing and design to maximize impact.”
Speaking about how TATA Realty and Infrastructure Ltd utilizes print media, Seth emphasizes how the brand creates a lasting impression through strategies like localization to connect with consumers on a deeper level than just digital. “At TATA Realty and Infrastructure Ltd, we understand the lasting importance of print media in our marketing approach. Print provides a hands-on and engaging experience that deeply connects with numerous consumers, establishing a bond that digital platforms alone might find challenging to replicate.”
Print media’s potential
Touching upon the opportunities print media provides, Seth says, “A key strategy lies in targeted localization. Recognizing the value of embracing different languages to connect with diverse target audiences, we use multilingual content in press releases and advertorials to effectively communicate with diverse target audiences, ensuring personal resonance with targeted groups and wider audience engagement.
“Local newspapers and community magazines provide exceptional access to potential buyers within specific neighbourhoods or cities. This laser-focused approach ensures our message reaches those most interested in the local market, maximizing campaign effectiveness and generating qualified leads.
“Furthermore, we leverage niche hyperlocal publications to tap into specific demographics. Imagine showcasing luxury properties in a high-end lifestyle magazine, or connecting with eco-conscious buyers through a local sustainability publication.
“By tailoring print campaigns to these niche segments, we directly engage with qualified leads actively seeking properties that align with their interests. The power of integration shouldn’t be overlooked. Including QR codes or website URLs in print advertisements creates a seamless bridge between print and digital platforms.
“We further integrate print and outdoor mediums into our marketing strategy, targeting high-traffic areas while participating in local events to engage with potential buyers effectively. This not only enhances the user experience but also drives further engagement by effortlessly connecting them with more detailed information online,” adds Seth.
Full-page print investments
Addressing the factors that drive real estate companies to invest in full-page print advertisements despite the rise of digital advertising platforms, Marco Pilia of Planet Smart City says, “Print media, particularly regional publications, remains one of the most widely consumed mediums. Therefore, developers continue to rely on print media as a key platform to expand their reach, having thoroughly analyzed the reading preferences of their target audience. Furthermore, print advertising remains the preferred method for real estate developers seeking to establish a strong brand and project recall, and attract prospective buyers, offering tangible visibility and credibility.”
Trust in print advertisements
Reflecting on how TATA Realty leverages targeted print media campaigns, Seth says, “Recent analyses highlight the pressing importance of print advertising within the real estate sector, showcasing its distinct advantages amidst the prevailing digital advertising landscape. As detailed in a recent Mediaboom publication, a significant majority, up to 82%, of individuals place their trust in print advertisements over their digital counterparts, underscoring the enduring credibility of print media in real estate marketing efforts.
“Moreover, full-page print advertisements present a unique avenue for showcasing properties in a visually captivating and immersive manner, effectively capturing the attention of potential buyers.
“Unlike digital advertisements that may easily be overlooked, full-page print ads command attention and exude a timeless quality that resonates with consumers, thereby fostering brand recall and recognition. Furthermore, the sustained exposure afforded by print media ensures that advertisements remain visible to consumers for extended durations, amplifying their impact and efficacy in reaching the intended audience,” Seth says.
Targeted print campaigns
On the subject of targeted print media campaigns, Seth also speaks about the brand’s Myst luxury living offering: “At TATA Realty and Infrastructure Ltd., we recently have embraced the power of print advertising as part of our marketing strategy for Myst, one of our luxurious offerings. By leveraging targeted print media campaigns, we aim to engage with a discerning audience, effectively communicating the allure and exclusivity of Myst’s luxury living experience tailored to specific markets.”
Building brand awareness and credibility
On the role that print advertisements play in building brand awareness and credibility for real estate developers, Sarthak Seth states, “A recent study by the Confederation of Real Estate Developers’ Associations of India (CREDAI) revealed that a noteworthy 78% of homebuyers prioritize print media as a source of reliable information during their property search. This preference extends beyond mere habit; tangible assets like brochures and magazines foster a sense of legitimacy and authenticity often absent in the digital realm. Developers who leverage high-quality print materials cultivate a perception of professionalism and trustworthiness among potential buyers.”
“However, the impact of print media transcends credibility. It provides a platform for showcasing properties in a visually captivating manner. Compelling imagery and clear, concise messaging effectively communicate the unique features and benefits of each development. Studies conducted by the Advertising Standards Council of India (ASCI) substantiate this: print advertisements featuring high-quality visuals and clear messaging demonstrate a demonstrably higher capacity to generate interest and engagement amongst potential buyers.
“Furthermore, print media offers the advantage of extended exposure compared to the transient nature of digital content. A strategically placed print advertisement allows for sustained brand visibility, fostering recognition and recall amongst potential buyers over an extended period,” concludes Seth.
Impact of print media transcends credibility
Speaking about how print media presents itself as a credible and reliable source for real estate developers, Marco Pilia says, “A recent study by the Confederation of Real Estate Developers’ Associations of India (CREDAI) revealed that a noteworthy 78% of homebuyers prioritize print media as a source of reliable information during their property search. This preference extends beyond mere habit; tangible assets like brochures and magazines foster a sense of legitimacy and authenticity often absent in the digital realm.”
“Developers who leverage high-quality print materials cultivate a perception of professionalism and trustworthiness among potential buyers. However, the impact of print media transcends credibility. It provides a platform for showcasing properties in a visually captivating manner.
“Compelling imagery and clear, concise messaging effectively communicate the unique features and benefits of each development. Studies conducted by the Advertising Standards Council of India (ASCI) substantiate this: print advertisements featuring high-quality visuals and clear messaging demonstrate a demonstrably higher capacity to generate interest and engagement amongst potential buyers.
“Furthermore, print media offers the advantage of extended exposure compared to the transient nature of digital content. A strategically placed print advertisement allows for sustained brand visibility, fostering recognition and recall amongst potential buyers over an extended period,” adds Pilia.
