Heaptalk, Jakarta — The great growth of digitalization and internet penetration in Indonesia –reported has reached a total of 202.6 million users in 2021 according to the Communications and Information Ministry’s data – has promoted the property industry to transform its marketing strategy by employing an omnichannel system which prioritizes the simplicity of property hunting process.
Omnichannel marketing focuses on the implementation of a marketing strategy that combines a total sale in online and in-store, which is connected to one consistent branding. In the system, the integrated marketing strategy is formed to provide better users experiences other than quantity.
“The more exposure of technology towards millennials and generation Z brings a challenge to property developers. The implementation of omnichannel marketing ensures the consistency of best users experiences in all channels, by integrating all selling points to a narration which in line with the brand’s identity.” Stated VP Corporate Sales Lamudi.co.id Michael Ignetius Kauw
Research of Property Market Trend term I – 2021 conveyed that during the last five years, Lamudi, Indonesia’s property technology platforms, demonstrated a significant escalation in property search towards users between 25 to 45 years old. From its demography, the increased number is dominated by users between 25 to 34 years old.
“Millennials and Generation Z demand convenience in every property transaction journey, starting from searching to the purchasing process. This particular demography requires the simplicity to access information and, of course, the integrated narration between online and offline,” said Michael.
The high demand towards this facility, as well as Lamudi’s action to cope with the challenge, was discussed in Bincang Properti by adopting the theme Omnichannel Strategy: a key to reach property buyers (12/10). The event held online was attended by CEO Lamudi.com Mart Polman. Three notable figures were also invited as the keynote speakers, namely VP Corporate Sales Lamudi Michael Ignatius Kauw, the Vice Chairman of Realestate Indonesia (REI) Theresia Rustandi, and General Manager Cimanggis Golf Estate by Artha Graha Network Albert Sanjaya.
The enhancement of property developer preference towards hybrid marketing methods (offline and online) shows that the national property sector becomes more open to the use of technology with the intention to improve the service. Indonesia’s Digital Roadmap Scheme 2021- 2024 issued by the Communications and Information Ministry has put the real estate industry as a priority sector. The application of omnichannel strategy in property marketing presents that instead of replacing the role of property player, technology supports the growth of this field.
Referring to the discussion in the event, Albert highlighted that online marketing would not remove the importance of in-store marketing as the traditional method.
“The surge of developer’s preference towards online marketing method will not replace in-store method which has been running to date. In addition, online marketing should be run in line with offline marketing to leverage the satisfaction of millennials and generation z.” voiced Albert in a statement (12/10).
