A STUDY ON DIGITAL MARKETING AND IMPACT ON REVENUE

GENERATION OF APPASWAMY REAL ESTATE

Submitted as a part of MBA II year Course Requirement

By

SHYAM SUNDAR D

RA2152001040093

Under the guidance of

Dr. M. KALAIVANI

SRM INSTITUTE OF SCIENCE AND TECHNOLOGY

VADAPALANI

DEPARTMENT OF MANAGEMENT STUDIES

April 2023

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 DEPARTMENT OF MANAGEMENT STUDIES VADAPALANI,
CHENNAI

BONAFIDE CERTIFICATE

This is to certify that Shyam Sundar D. (RA2152001040093) is a Bonafide Student of Department

of Management Studies, SRM Institute of Science and Technology, Vadapalani, Chennai. He is in
the II year of Master‘s Degree Program in Business Administration (MBA). He has done this
project under my guidance and supervision towards part fulfillment of II-year MBA course
requirement.

Project Guide HOD

Date:

Place:

Signature of the Internal Examiner Signature of the External Examiner

DEPARTMENTAL SEAL

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 DECLARATION

I, Shyam Sundar D. (RA2152001040093)studying in II-year MBA program at Department of

Management Studies, SRM Institute of Science and Technology, Vadapalani, Chennai, hereby
declare that this project is an original work of mine and I have not verbatim copied / duplicated
any material from sources like internet or from print media, excepting some vital company
information / statistics and data that is provided by the company itself.

Signature of the Student:

Date:

Place:

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COPY OF PROJECT CERTIFICATE

iv
 ACKNOWLEDGEMENT

It is my privilege in writing this acknowledgement to thank everyone who gave their views and
suggestions for helping in the completion of my internship at Appaswamy real estates. I would
like to take up this opportunity to convey my gratitude to Prof. C V Jayakumar, Dean (CET)
SRMIST, Vadapalani for providing an opportunity to do this project and internship. I express my
heartfelt thanks to Prof. C Praseeda, HOD, Department of Management Studies, SRMIST,
Vadapalani, for her encouragement. This project would not have been successful without the
constant guidance and support of my guide, Dr. who took keen interest in my project to make it a
beneficial exercise.

The internship I had with Crompton Appaswamy real estates was great chance for learning and
professional development. I would like to thank them for permitting me to undergo training at their
esteemed firm. I am grateful for having the chance to meet many wonderful people and
professionals who led me through the internship period.

I would like to use this opportunity to covey my heartiest thanks to Mr. who encouraged me
through the training. In spite of being extraordinarily busy with their duties, they took their time
out to hear, guide and keep me on correct path during the training.

SHYAM SUNDAR D.

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 ABSTRACT

Marketers are faced with new challenges and opportunities within this digital age. Digital
marketing is the utilization of electronic media by the marketers to promote the products or
services into the market. The main objective of digital marketing is attracting customers and
allowing them to interact with the brand through digital media. This article focuses on the
importance of digital marketing for both marketers and consumers. We examine the effect of
digital marketing on the firms' sales. Additionally, the differences between traditional
marketing and digital marketing in this paper are presented. This study has described various
forms of digital marketing, effectiveness of it and the impact it has on firm's sales. The
examined sample consists of one hundred fifty firms and fifty executives which have been
randomly selected to prove the effectiveness of digital marketing. Collected data has been
analysed with the help of various statistical tools and techniques.

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 TABLE OF CONTENTS

Chapter No. Description Page No.

Title Page i
Bonafide certificate ii
Declaration iii
Copy of the Project certificate iv
Acknowledgement v
Abstract vi
Table of Contents vii
List of Tables viii
List of Charts ix
I Introduction
1.1 Introduction of the topic 1
1.2 Industry Profile 5
1.3 Company Profile 11
1.4 Statement of the Problem 16
1.5 Scope and significance of the study 16
16
1.6 Objectives of the study 17
1.7 Limitations of the study
17
1.8 Chapter Scheme
II Literature Review 19
III Research Methodology
3.1 Research Design 24
3.2 Sources of Data 24
3.3 Population/Sample Size 25
3.4 Sampling technique 25
3.5 Tools for data Collection 26
3.6 Hypothesis 26
3.7 Tools for Data Analysis 27

IV Data Analysis and Interpretation 29

V Findings, Suggestions and Conclusion
5.1 Findings 47
5.2 Suggestions & Recommendations 49
5.3 Conclusions 50
Bibliography 52
Annexures
Questionnaire 54

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 LIST OF TABLES

S. No. PARTICULAR Page

no.
4.1.1 CLASSIFICATION OF RESPONDENTS BASED ON AGE 29

4.1.2 CLASSIFICATION OF RESPONDENTS BASED ON 30

DESIGNATION
4.1.3 CLASSIFICATION OF RESPONDENTS BASED ON NO OF 31
YEARS WORKING
4.1.4 CLASSIFICATION OF RESPONDENTS BASED ON SOURCE OF 32
LEAD GENERATION
4.1.5 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF 33
LEADS PER MONTH FROM VARIOUS SOURCES
4.1.6 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF 34
LEADS PER MONTH
4.1.7 CLASSIFICATION OF RESPONDENTS BASED ON QUALITY OF 35
LEADS
4.1.8 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF 36
LEADS RECEIVED
4.1.9 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF 37
SELLER LEADS COMING THROUGH APPASWAMY REAL
ESTATES WEBSITE
4.1.10 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF 38
BUYER LEADS COMING THROUGH APPASWAMY REAL
ESTATES WEBSITE
4.1.11 CLASSIFICATION OF RESPONDENTS BASED ON RATING OF 39
FIRST TIME HOME BUYER THROUGH APPASWAMY REAL
ESTATES WEBSITE
4.1.12 12 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER 40
OF BANK TIE UP LEADS COMING THROUGH APPASWAMY
REAL ESTATE WEBSITE
4.1.13 CLASSIFICATION OF RESPONDENTS BASED ON CONVERSION 41
RATE OF LEADS RECEIVED THROUGH APPASWAMY REAL
ESTATE WEBSITE
4.1.14 CLASSIFICATION OF RESPONDENTS BASED ON USAGE OF 42
SOCIAL MEDIA PLATFORM TO GENERATE LEADS
4.1.15 CLASSIFICATION OF RESPONDENTS BASED ON PREFERRED 43
TYPE OF SOCIAL MEDIA PLATFORM TO GENERATE LEADS IN
APPASWAMY REAL ESTATE
4.1.16 CONVERSION RATE OF LEADS THROUGH COMPANY 44
WEBSITE WITH AGE

viii
 LIST OF CHARTS/GRAPH

S. No. PARTICULAR Page

no.
4.1.1 CLASSIFICATION OF RESPONDENTS BASED ON AGE 29

4.1.2 CLASSIFICATION OF RESPONDENTS BASED ON 30

DESIGNATION
4.1.3 CLASSIFICATION OF RESPONDENTS BASED ON NO OF YEARS 31
WORKING
4.1.4 CLASSIFICATION OF RESPONDENTS BASED ON SOURCE OF 32
LEAD GENERATION
4.1.5 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF 33
LEADS PER MONTH FROM VARIOUS SOURCES
4.1.6 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF 34
LEADS PER MONTH
4.1.7 CLASSIFICATION OF RESPONDENTS BASED ON QUALITY OF 35
LEADS
4.1.8 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF 36
LEADS RECEIVED
4.1.9 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF 37
SELLER LEADS COMING THROUGH APPASWAMY REAL
ESTATES WEBSITE
4.1.10 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF 38
BUYER LEADS COMING THROUGH APPASWAMY REAL
ESTATES WEBSITE
4.1.11 CLASSIFICATION OF RESPONDENTS BASED ON RATING OF 39
FIRST TIME HOME BUYER THROUGH APPASWAMY REAL
ESTATES WEBSITE
4.1.12 12 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER 40
OF BANK TIE UP LEADS COMING THROUGH APPASWAMY
REAL ESTATE WEBSITE
4.1.13 CLASSIFICATION OF RESPONDENTS BASED ON CONVERSION 41
RATE OF LEADS RECEIVED THROUGH APPASWAMY REAL
ESTATE WEBSITE
4.1.14 CLASSIFICATION OF RESPONDENTS BASED ON USAGE OF 42
SOCIAL MEDIA PLATFORM TO GENERATE LEADS
4.1.15 CLASSIFICATION OF RESPONDENTS BASED ON PREFERRED 43
TYPE OF SOCIAL MEDIA PLATFORM TO GENERATE LEADS IN
APPASWAMY REAL ESTATE
4.1.16 CONVERSION RATE OF LEADS THROUGH COMPANY 44
WEBSITE WITH AGE

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 CHAPTER – I
INTRODUCTION
 CHAPTER – I
INTRODUCTION
1.1 INTRODUCTION OF THE TOPIC
To begin with, as a part of the curriculum final project report is required for completion of the
degree was to be conducted for a period of two months, Given a choice one was allowed to
choose the field in which he/she was interested/

As my interest and curiosity were in online or digital marketing, I choose to work with a
organization named Appaswamy real estates, I choose this organization because with the start
I can explore myself and why digital marketing? Because it is a booming industry, the growth
of digital marketing is tremendous and expected to grow more.

I learned every aspect of digital marketing including (business development process. content
writing, social media) Marketing practices have dramatically shifted with the rise of social
media and the proliferation of devices, platforms, and applications. Your prospective and
current customers are trying to communicate with you, and you can listen and respond faster,
and with more personalization than ever before.

This shifting environment presents new opportunities and challenges for marketers With digital
marketing, it's easy to fall behind, Digital marketing equips you with the tools you need to
assess your organization's social media and digital marketing strategy and helps you identify
areas of improvement.

Useful for individuals from small- to medium-sized businesses who want to use new media as
a vehicle for growth. Organizations are leveraging digital marketing methods for successful
marketing strategy implementation inbound marketing through publishing content online in the
form of portals, podcasts, journals, online campaigns social media marketing, search services,
and outbound marketing including email marketing, RSS (Really Simple Syndication) feeds
and others.

-A recent survey of 3300 business executives from various industries indicates that on average,
34% of a company's leads come from inbound marketing versus 22% through! outbound
marketing.

- Digital Marketing

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Dignal marketing com he defined as the process of promoting brands using digi istribution
chommels comprising internet, oohile, and other interactive chusnels. The basic advantage in
this form of advertisinglies in its low-cost model.

Pull

Pall digital marketing technologies involve the user having to seek out and directly grab for
pully the content via web searches. Web site/blogs and streaming media (audio and video) are
good examples ofthis. In each of these examples, users have a specific link (URL) to view the
content

Push

Pash digital marketing technologies to involve both the marketer (creator of the message) as
well as the recipients (the user). Email, SMS, RSS are examples of push digital marketing In
each of these examples, the marketer has to send (push) the messages to the users (subscribers)
in order for the message to be received.

Web Site Designing

From the initial process of taking inputs from clients, planning on the basis of such inputs to
final implementation and testing all are done using the latest web designing techniques and
skills. Our services have the advantage of offering clarity in its design style, which is backed
up with easy and free-flowingcontent and the latest technical know-how. Not only do we
provide affordable website design and e-commerce web development services but also search
engine-friendly designs. Our Service Includes

• Website Design
• Website Redesign
• Shopping Cart Web Design
• Detailed and Advanced Page Layout
• Custom Logo Design
• Banner Ads
• Customs Graphics Design using advanced design tools

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Digital Marketing Trends

Organizations are implementing a wide range of digital channels so as to engage customers in

a more personalized way. Digital marketing trends that organizations are rapidly embracing
include

Mobility

Business Insider's recent report indicates that globally, one in every five people owns a
smartphone, and onein every 17 owns a tablet. That's an increase of nearly 1.3 billion
smartphones in the last four years. Therefore, anincreased user base accessing the internet via
smartphones has prompted many companies to optimize their online content for mobile devices

Social media

Organizations are focusing on engaging with customers through social media to offer real-time
interactions. Social media helps organizations reach out to a vast pool of potential customers
by supplying them with medical and campaign-related information.

Social-Local-Mobile marketing

The growing popularity of smart mobile devices, increasing location-based social activities like
experience sharing, review reading via social media, and the evolution of the Global
Positioning System (GPS) are helping companies leverage Social-Local-Mobile marketing
activities.

Personalized Content marketing

Customer engagement, acquisition, and retention have all taken on a new dimension with the
delivery of unique, personalized, and relevant messages through identified digital channels.
Email is one of the most preferred marketing channels to broadcast targeted organization
messages and campaigns to existing and prospective customers.

Advanced analytics

Increased adoption of digital channels is gementing large volumes of customer behavice data:
Advanced actionable analytics can help organimations define targeted marketing strategies

Search Engine Marketing (SEM) Search Engine Optimization (SEO)

Organizations are focusing on SEO efforts and paid search advertising for enhancing the
visibility of their products and services

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One more trend that has been observed recently is the continually mounting costs of pay-per-
click (PPC) thathas resulted in the increased disappointment with this form of search engine
Advertising. According to experts, the reason behind such high costs is

the huge investments made by large business concerns Consequently, online business owners
have now turned to the organic search results delivered through searchengine optimization to
enjoy so many advantages. There is currently more emphasis given to user-generated content,
improved conversion rates, location- or language specific campaigns, and E-mail newsletters

The future of online Advertising is going to be more interactive with elevated bandwidth and
computing speed Viewing and transmiting videos will be a cakewalk for web surfers

There is also every possibility of witnessing browser-specific result in the coming days. Social
media will consolidate their dominance further. They will not only make more revenues, but
will grab the attention of more and more users as well. As far as search engine optimization is
concerned, the search engine algorithms and link determination factors will be complicated.

Further, thereby giving a hard time to online Advertising companies. Websites will be a lot
slimmer to enhance user browsing experience. Last but not least, video search will grow in
prominence with the potentiality to dictate the terms in the world of Interes advertising

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1.2 INDUSTRY PROFILE
The real estate sector is one of the most globally recognized sectors. It comprises of four sub-
sectors - housing, retail, hospitality, and commercial. The growth of this sector is well
complemented by the growth in the corporate environment and the demand for office space as
well as urban and semi-urban accommodation. The construction industry ranks third among
the 14 major sectors in terms of direct, indirect and induced effects in all sectors of the
economy.

In India, the real estate sector is the second-highest employment generator, after the agriculture
sector. It is also expected that this sector will incur more non-resident Indian (NRI) investment,
both in the short term and the long term. Bengaluru is expected to be the most favoured property
investment destination for NRIs, followed by Ahmedabad, Pune, Chennai, Goa, Delhi and
Dehradun.

By 2040, real estate market will grow to Rs. 65,000 crore (US$ 9.30 billion) from Rs. 12,000
crore (US$ 1.72 billion) in 2019. Real estate sector in India is expected to reach US$ 1 trillion
in market size by 2030, up from US$ 200 billion in 2021 and contribute 13% to the country’s
GDP by 2025. Retail, hospitality, and commercial real estate are also growing significantly,
providing the much-needed infrastructure for India's growing needs.

India’s real estate sector saw over 1,700 acres of land deals in the top 7 cities in 1 year. Foreign
investments in the commercial real estate sector were at US$ 10.3 billion from 2017-21. As of
February 2022, Developers expect demand for office spaces in SEZs to shoot up after the
replacement of the existing SEZs act.

As per ICRA estimates, Indian firms are expected to raise >Rs. 3.5 trillion (US$ 48 billion)
through infrastructure and real estate investment trusts in 2022, as compared with raised funds
worth US$ 29 billion to date.

The office market in the top eight cities recorded transactions of 22.2 msf from July 2020 to
December 2020, whereas new completions were recorded at 17.2 msf in the same period. In
terms of share of sectoral occupiers, Information Technology (IT/ITeS) sector dominated with
a 41% share in the second half of 2020, followed by BSFI and Manufacturing sectors with 16%
each, while Other Services and Co-working sectors recorded 17% and 10%, respectively.

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Around 40 million square feet were delivered in India in 2021. It is expected that the country
will have a 40% market share in the next 2-3 years. India is expected to deliver 46 million
square feet in 2022.

According to Savills India, real estate demand for data centres is expected to increase by 15-
18 million sq. ft. by 2025.

In 2020, the manufacturing sector accounted for 24% of office space leasing at 5.7 million
square feet. SMEs and electronic component manufacturers leased the most between Pune,
Chennai and Delhi NCR, followed by auto sector leasing in Chennai, Ahmedabad and Pune.
The 3PL, e-commerce and retail segments accounted for 34%, 26% and 9% of office space
leases, respectively. Of the total PE investments in real estate in Q4 FY21, the office segment
attracted 71% share, followed by retail at 15% and residential and warehousing with 7% each.

In the first half of 2022, office absorption in the top 7 cities stood at 27.20 million Sq. ft.
Between July 2021-September 2021, a total of 55,907 new housing units were sold in the eight
micro markets in India (59% YoY growth).

In the third quarter of 2021 (between July 2021-September 2021), new housing supply stood
at ~65,211 units, increased by 228% YoY across the top eight cities compared with ~19,865
units launched in the third quarter of 2020.

In 2021-22, the commercial space is expected to record increasing investments. For instance,
in October 2021, Chintels Group announced to invest Rs. 400 crore (US$ 53.47 million) to
build a new commercial project in Gurugram, covering a 9.28 lakh square feet area.

According to the Economic Times Housing Finance Summit, about 3 houses are built per 1,000
people per year compared with the required construction rate of five houses per 1,000
population. The current shortage of housing in urban areas is estimated to be ~10 million units.
An additional 25 million units of affordable housing are required by 2030 to meet the growth
in the country’s urban population.

INVESTMENTS/DEVELOPMENTS

Indian real estate sector has witnessed high growth in the recent times with rise in demand for
office as well as residential spaces. According to Colliers India, a property consultant,
institutional investments in the Indian real estate sector are expected to increase by 4% to reach
Rs. 36,500 crore (US$ 5 billion) in 2021, driven by rising interest of investors towards

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capturing attractive valuations amid the pandemic. According to a recent report by Colliers
India, private equity investments in Indian real estate reached US$ 2.9 billion in the first half
of 2021, which was a >2x increase from the first half in 2020.

Exports from SEZs reached Rs. 7.96 lakh crore (US$ 113.0 billion) in FY20 and grew ~13.6%
from Rs. 7.1 lakh crore (US$ 100.3 billion) in FY19.

In July 2021, the Securities and Exchange Board of India lowered the minimum application
value for Real Estate Investment Trusts from Rs. 50,000 (US$ 685.28) to Rs. 10,000-15,000
(US$ 137.06 - US$ 205.59) to make the market more accessible to small and retail investors.

FDI in the sector (including construction development & activities) stood at US$ 55.18 billion
from April 2000-September 2022.

Some of the major investments and developments in this sector are as follows:

• Between January-July 2022, private equity investment inflows into the real estate sector
in India stood at US$ 3.27 billion.
• Home sales volume across seven major cities in India surged 113% YoY to reach
~62,800 units in the third quarter 2021, from 29,520 units in the same period last year,
signifying healthy recovery post the strict lockdown imposed in the second quarter due
to the spread of COVID-19 in the country.
• In the third quarter of 2021, the Institutional real estate investment in India increased
by 7% YoY. Investment registered in the first nine months of 2021 stood at US$ 2,977
million, as against US$ 1,534 million in the same period last year.
• In November 2021, Ascendas India bought Aurum Ventures’ 16-storey commercial
tower in Navi Mumbai for Rs. 353 crore (US$ 47 million), making it the largest deal of
a standalone commercial tower by a global institutional investor during the past few
years.
• REA India-owned online real estate company Housing.com tied up with online legal
assistance start-ups LegalKart, Lawrato, Vidhikarya and Vakil in 2021 to offer legal
advice and assistance to homebuyers.
• Top three cities—Mumbai (~39%), NCR-Delhi (~19%) and Bengaluru (~19%)—
attracted ~77% of the total investments recorded in the third quarter of 2021.
• India's flexible space stock is likely to expand by 10-15% YoY, from the current 36
million sq. ft., in the next three years, according to a report by CBRE.

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 • To establish an investment platform for the Indian retail-led mixed-use assets, in June
2021, GIC announced to acquire a minority stake in Phoenix Mills’ portfolio (worth
US$ 733 million).
• In May 2021, Blackstone Real Estate acquired Embassy Industrial Parks for Rs. 5,250
crore (US$ 716.49 million) to expand its presence in the country.
• To expand into the Indian real estate market, SRAM & MRAM Group collaborated
with Area CAS Developers and Infrastructure Private Limited (Area Group), and Gupta
Builders and Promoters Private Limited (GBP Group) of India. It plans to invest US$
100 million in the real estate sector.
• According to Anarock, housing sales in seven cities increased by 29% and new
launches by 51% in Q4 FY21 over Q4 FY20.
• Private market investor, Blackstone, which has significantly invested in the Indian real
estate sector (worth Rs. 3.8 lakh crore (US$ 50 billion) is seeking to invest an additional
Rs. 1.7 lakh crore (US$ 22 billion) by 2030.
• In 2021, working remotely is being adopted at a fast pace and demand for affordable
houses with ticket size below Rs. 40-50 lakh is expected to rise in Tier 2 and 3 cities,
leading to an increase in prices in those geographies.
• In April 2021, HDFC Capital Advisors (HDFC Capital) partnered with Cerberus
Capital Management (Cerberus) to create a platform that will focus on high-yield
opportunities in the residential real estate sector in India. The platform seeks to
purchase inventory and provide last-mile funding for under construction residential
projects across the country.
• In March 2021, Godrej Properties announced it would launch 10 new real estate
projects in Q4.
• In March 2021, Godrej Properties increased its equity stake in Godrej Realty from 51%
to 100% by acquiring equity shares from HDFC Venture Trustee Company.
• In January 2021, SOBHA Limited’s wholly owned subsidiary, Sabha Highrise
Ventures Pvt. Ltd. acquired 100% share in Annalakshmi Land Developers Pvt. Ltd.
GOVERNMENT INITIATIVES

Government of India along with the governments of respective States has taken several
initiatives to encourage development in the sector. The Smart City Project, with a plan to build
100 smart cities, is a prime opportunity for real estate companies. Below are some of the other
major Government initiatives:

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 • In October 2021, the RBI announced to keep benchmark interest rate unchanged at 4%,
giving a major boost to the real estate sector in the country. The low home loan interest
rates regime is expected to drive the housing demand and increase sales by 35-40% in
the festive season in 2021.
• Under Union Budget 2021-22, tax deduction up to Rs. 1.5 lakh (US$ 2069.89) on
interest on housing loan, and tax holiday for affordable housing projects have been
extended until the end of fiscal 2021-22.
• The Atmanirbhar Bharat 3.0 package announced by Finance Minister Mrs. Nirmala
Sitharaman in November 2020 included income tax relief measures for real estate
developers and homebuyers for primary purchase/sale of residential units of value (up
to Rs. 2 crore (US$ 271,450.60) from November 12, 2020 to June 30, 2021).
• In order to revive around 1,600 stalled housing projects across top cities in the country,
the Union Cabinet has approved the setting up of Rs. 25,000 crore (US$ 3.58 billion)
alternative investment fund (AIF).
• Government has created an Affordable Housing Fund (AHF) in the National Housing
Bank (NHB) with an initial corpus of Rs. 10,000 crore (US$ 1.43 billion) using priority
sector lending short fall of banks/financial institutions for micro financing of the HFCs.
• As of January 31, 2021, India formally approved 425 SEZs, of which 265 were already
operational. Most special economic zones (SEZs) are in the IT/ BPM sector.
ROAD AHEAD

The Securities and Exchange Board of India (SEBI) has given its approval for the Real Estate
Investment Trust (REIT) platform, which will allow all kind of investors to invest in the Indian
real estate market. It would create an opportunity worth Rs. 1.25 trillion (US$ 19.65 billion) in
the Indian market in the coming years. Responding to an increasingly well-informed consumer
base and bearing in mind the aspect of globalisation, Indian real estate developers have shifted
gears and accepted fresh challenges. The most marked change has been the shift from family-
owned businesses to that of professionally managed ones. Real estate developers, in meeting
the growing need for managing multiple projects across cities, are also investing in centralised
processes to source material and organise manpower and hiring qualified professionals in areas
like project management, architecture and engineering.

The residential sector is expected to grow significantly, with the central government aiming to
build 20 million affordable houses in urban areas across the country by 2022, under the
ambitious Pradhan Mantri Awas Yojana (PMAY) scheme of the Union Ministry of Housing

9
and Urban Affairs. Expected growth in the number of housing units in urban areas will increase
the demand for commercial and retail office space.

The current shortage of housing in urban areas is estimated to be ~10 million units. An
additional 25 million units of affordable housing are required by 2030 to meet the growth in
the country’s urban population.

The growing flow of FDI in Indian real estate is encouraging increased transparency.
Developers, in order to attract funding, have revamped their accounting and management
systems to meet due diligence standards. Indian real estate is expected to attract a substantial
amount of FDI in the next two years with US$ 8 billion capital infusion by FY22.

1.3 COMPANY PROFILE

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Real Estate conglomerate with residential properties in Chennai & Coimbatore Founded in
1959 by a visionary entrepreneur, Mr S Appaswamy, Appaswamy Real Estates is an eminent
real estate conglomerate and one of the leading builders in Chennai . We are constantly
expanding our footprint with exquisite dwellings and elevated lifestyle solutions in our
apartments in Chennai . Our clientele spans thousands of happy residents and families in this
beloved city.

From residences that can be appreciated by the burgeoning upper middle class to extravagant
luxury homes in Chennai that are akin to castles in the air, we’ve done it all over our 60 years
in the real estate industry. Our Founder, Mr Appaswamy is widely credited to have introduced
the “Apartment Culture” in Chennai by being one of the first to offer elegantly designed
residences. Additionally, we were the builders in Chennai to pioneer the concept of creating
townships in key suburban locations through the urban development model – one that is now
replicated by many others.

Our vision is to identify and develop properties in Chennai that inspire and integrate value
creation, impeccable quality, modernity and excellence. We aim to continue fostering an
everlasting bond of customer relationship built on trust, confidence and delight while adhering
to principles of ethics and professionalism.

In the early ‘90s, Appaswamy Real Estates forayed into the hospitality sector. The Residency
Group of Hotels, strategically located in Chennai, Coimbatore, Karur, and Pondicherry
established new standards for business hotels in South India. In 2016, the hospitality division
made its International debut in the Maldives, with the opening of an uber-luxury resort boasting
of avant-garde designs under the highly prestigious St. REGIS brand.

Over the last decade, our Founder's son & Chairman Mr. Ravi Appasamy has admirably
chartered a steady growth plan for expansion of both the real estate & hospitality divisions.

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Now, with Rohit Ravi(son of Ravi Appasamy) also on the Board as our Managing Director,
the company is all set to scale even greater heights in the coming decade under this dynamic
and spirited leadership. Under their leadership, we’ve diversified our inventory to cover
affordable apartments such as our Splendour in Semmenchery OMR and The Bloomingdale in
Pammal as well as the luxury residences such as our Trellis and Capella in Vadapalani and
Clover By The River in Kotturpuram. We even have our own brand of commercial spaces
called Superette. Currently, they are located right outside Splendour and The Bloomingdale
ensuring our homeowners in OMR and Pammal can enjoy a luxurious shopping experience
right at their doorstep.

Over the past couple of years, we’ve also experimented with creating properties for new market
segments. As a result, we launched our ultra-luxury residences at Azure The Oceanic at R A
Puram in Chennai that guarantees endless ocean views and utterly blissful life at the heart of
this bustling city.

The property also cemented a long-term collaboration between the brand and the Singapore-
based WOW architects, known across the globe for their daring design and thoughtfully crafted
spaces. This collaboration also extends to Altezza, our brand new flats for sale in Chennai.
Unlike the other properties, Altezza is Appaswamy’s attempt at incorporating and introducing
sustainable construction to Chennai’s real estate market.

SWOT ANALYSIS

Strengths of Real Estate Business

Some of the core strengths of real estate business are as follows;

Value Multiplies Overtime

The investment in the real estate property is one such asset, where the value of your investment
increases with time. If a new housing society, main road, or a railway line is connected with
your property, then its value multiplies much time more.

Less Risky Investment

Unlike investment in the bonds and shares; where you lose almost all of your money if the
stock doesn’t go up in the market. On the other hand, investment in real estate property is one
of the safest investments. Its value doesn’t fall from the sky and you would lose everything.

12
Even its value does fall, and then you can use your property for other purposes like rents, crops,
buildings, etc. In that case, you won’t go bankrupt just like it happens with the investment of
bonds and shares.

Authority over the Use of Land

Once you have ownership of your property, then you can do whatever you want to do with your
land. Whether you want to cultivate some crops or fields, drill down the land for the oil and
gas, or establish some building for the rent or other purposes. You would have complete
authority over the use of the land. No other asset would provide you such autonomy over its
use.

Inflation Hedge

An inflation hedge is an economic term and it means when the currency of a country starts
getting devaluing either because of the macro-economic factors or inflation. Then you invest
your capital to protect inflation and investors’ interests. Assets like real estate property, gold,
or silver fall in the category of good inflation hedge that would not only save the country from
inflation but also the investor as well.

Used as Collateral

When you apply for a loan from the financial institution, then the bank would require real estate
property to issue you the loan. Even the land isn’t providing much value in the open market,
but you can still use it as a security to buy a loan from the bank or any other private business
owner.

Traded in the Open Market

Just like a stock market for bonds and shares, banking industry, or the livestock market for the
animals. But you won’t see a specific market for the real estate business. Some brokers and
agents work in this industry, and their target market is almost everyone.

It doesn’t matter whatever your background or field is, you could invest or buy the real estate
property. As long as you have enough capital and something valuable to trade with, then you
are the target market.

Weaknesses of Real Estate Business

Some of the internal weaknesses of real estate business are as follows;

13
Difficult to Transfer Ownership

When it comes to transferring the ownership of a real estate property, then it involves so many
people and other institutions. Sometimes it takes years to transfer the ownership from one
generation to next. The more family members and relatives are involved, the longer it would
take because you would have to bring everyone on the same page.

Not Liquid Asset

The cash is a liquid asset that you can buy anything from anyone anywhere. The real estate
property isn’t a liquid asset; it means that you have to sell it to make it liquid in order to make
purchases that you like.

Sometimes, when it comes to liquefying your real estate asset, the market doesn’t provide you
the rate that you want. You have to sell your asset at a lower rate in case of an emergency.

Huge Capital Required

When it comes to owning a real estate property, then it is not easy. It requires huge capital and
something very valuable to buy the land. Sometimes people work their entire lives and they
can’t build one house of their dreams.

Limited Supply

The supply of land in a country or a region is limited; you can’t stretch it out for more people.
If the land becomes less for you in a country, then you can move out to other countries. The
laws and regulations of other countries don’t allow you to own a property easily. You have
overcome many hurdles to own land if you’re an ordinary person.

Opportunities for Real Estate Business

Some of the external opportunities that the real estate business could use to its advantage are
as follows;

Global Demand

If it wasn’t for the land, then no country in the world would have invaded other countries. The
fertile beautiful landscape is in great demand across the world because you can use it for
production and tourism as well.

14
Rapidly Growing

The way technology and the mechanical industry is inventing new tools and machinery, the
growth and productivity of the fertile land are increasing rapidly. People didn’t much care for
the land in the past, but now it means profit. Therefore, everyone is in the race of getting a
piece of it.

New Areas have Great Potential

The construction machinery and material have made all kinds of architects and real estate
designs possible. However, modern buildings have a great scope of attracting new investors
and businesses into your country.

Threats to Real Estate Business

Some of the external threats that are out of the control of real estate business are as follows;

Economic Recession

When the economy of the country is in recession, then people start spending less. When people
spend less, then it affects badly the overall sale of businesses. As a result, no one would be
willing to spend in the real estate property because of the uncertain environments. Economic
recession is out of the control of anyone, it takes a lot of time for a country to get out of it.

Competition with other Assets

Real estate is not only a solid asset in the market. There are other assets as well that are even
more valuable than real estate. Like gold, silver, oil and gas, wheat, and etc. The most important
advantage of such assets is that they are moveable, and you can liquefy it in a market where
they’re in great demand. Growth in the other asset means that people won’t take real estate
assets seriously.

Price Falls due to Less Demand

The market of the real estate business is very uncertain. When more people are interested in
the property, then its value increases. When people stop showing interest, then its value falls
from the sky. For instance, if you need cash instantly and the real estate market is down,
therefore, you have to sell it at a very price in such circumstances.

15
1.4 STATEMENT OF THE PROBLEM

The aim of this study is to investigate the impact of digital marketing on the revenue generation
of Appaswamy Real Estate. Specifically, this project seeks to determine the effectiveness of
digital marketing strategies employed by the company, and identify any areas of improvement
that can be made to optimize revenue generation. The study will explore the company's current
digital marketing practices and assess their effectiveness in generating leads and driving sales.
Ultimately, this research aims to provide insights and recommendations to help Appaswamy
Real Estate improve its digital marketing strategy and enhance its revenue generation potential
in the highly competitive real estate market.

1.5 SCOPE AND SIGNIFICANCE OF THE STUDY

Scope

• The scope of the Study is lead generation through Digital marketing in AppaSwamy
Real estates
• The Study has been made with website performance, Social media and Online Portals
Significance

As Covid-19 forces us to stay at home, marketers have been forced into survival mode to keep
their business afloat. The Covid-19 Pandemic resulted in an unprecedented crisis for the real
estate business. Digital marketing and virtual tours have helped the real estate business in
increasing sales and retaining the customer. To understand the importance of digital marketing
on Real Estate business, During last 2 years, digital marketing has become one of the strongest
pillars for real estate companies to reach, engage and communicate with their target audience
and also real estate companies have been counting on social media engagement to stay afloat
and keep the 28 Sales Numbers going down through virtual meetups and inspection across the
digital platforms

1.6 OBJECTIVES OF THE STUDY

• To determine the effect of Appaswamy real estates for lead generation process.
• To determine the effect of usage of different online portals for lead generation.
• To determine the effect of social media marketing on lead generation processes.
• To identify the problem associated with frequent changes in google’s search algorithms
1.7 LIMITATIONS OF THE STUDY

16
 • Limited time period to analyze all the effects of digital marketing tools used in the
Company
• Real Estate is an information driven industry, data is more confidential, and hence
working the actual data is very challenging.
1.8 CHAPTER SCHEME

• Chapter 1- This consists of introduction to the topic, brief about the company and
industry profile, highlighting the objectives and limitations of the study.
• Chapter 2- This chapter shows the literature review of this study with some relevant
articles and shows what this study finds extra which was found missing in others.
• Chapter 3 - This chapter gives complete view of research methodology of this study
with all tools used for data analysis and data collection.
• Chapter 4- This chapter provides complete view of analysis using various SPSS and
interpretation using the data from employees through questionnaire.
• Chapter 5 - The final chapter shows all the findings from the data analysis done and
provides suggestions and recommendations based on the analysis to the company.

17
 CHAPTER – II

LITERATURE REVIEW

18
 CHAPTER-II

REVIEW OF LITERATURE

2.1 TRADITIONAL MARKETING

Kurosh Rezaei-Moghaddam, Ommolbani Karami and Mahsa Fatemi (2019) identify and
analyze the marketing activities among rural women entrepreneurs. This research was
conducted using a survey method among women entrepreneurs who were the members of
agricultural development specialized holding companies in Fars province, Iran. A random
sampling method was used to select 307 rural entrepreneurial women. According to the
findings, marketing methods such as face-to-face advertising, making phone calls, participating
in cohibitions, and sending text messages by women entrepreneurs are widely used. In applying
the marketing methods, paying attention to the components of the marketing mix, and applying
marketing strategy, women entrepreneurs in Marvdasht had the highest score. The
entrepreneurial women in Marvdasht are more risk-takers, who use both marketing methods
and strategies more often than women in other cities of Fars.

2.2 DIGITAL MARKETING VS TRADITIONAL MARKETING

Raj Sinha (2018) gives his perspective on his comparative analysis on Traditional Marketing
against Digital Marketing. He says that the objectives of digital marketing are to increase sales,
improve customer retention, brand awareness and reduce cost since it does marketing over the
internet with tools like social media marketing, online directories and online ads. He states that
traditional marketing, on the other hand, requires sustainable time and budget to get the desired
results with traditional tools like newspaper, TV, radio, billboard, magazines, etc. Digital
marketing helps directly interact customers with organizations through online space whereas
traditional marketing gives out the organizations brand's message loud and clear.

2.3 DIGITAL MARKETING

Karen V. H. Carpio, Susan Arce, Manon Enjolras and Mauricio Camargo (2020) analyze
institutional promotions to small and medium international enterprises on the subject of digital
marketing. The authors conduct qualitative research with a descriptive scope, 17 including 12
institutions in Costa Rica and France. The study is dedicated to working with SMEs involved
in an internationalization process and offering them some type of training, for the collection of
information, an in-depth interview with each participant was applied. It concludes that SMEs

19
promote digital marketing through institutions, and that the way in which they carry it out
varies between the two countries, Costa Rica being a more general and structured service, and
France a more customized one

Constantin BRATIANU and Georgiana Victoria BALANESCU (2008) performed a

semantic web research for the top 50 U.S. companies concerning their vision, mission and core
values statements. These companies have been ranked by a special issue of the Forbes
Magazine "America's largest private companies, published on 11.08.2007. For evaluation they
considered the following main parameters: existential purpose, fundamental values, social
responsibility, literary composition, and semantic impact. The first three parameters reflect the
business essence of each company and its attitude with respect to social values, the fourth
parameter reflects the literary expression of the formulated statement, and the last parameter
reflects the perception of the reader about the vision, mission and core value statement as a
result of the psychological semantic impact

2.4 COMPARATIVE TOOLS IN DIGITAL MARKETING

Elina Bakhtieva (2017) aimed to build an optimized B2B digital marketing maturity model
based on a SWOT (strengths, weaknesses, opportunities, and threats) analysis of existing
models. The study provides an analytical review of the existing digital marketing maturity
models with open access. The results of the research are twofold. First, the provided SWOT
analysis outlines the main advantages and disadvantages of existing models. Secondly, the
strengths of existing digital marketing maturity models, helps to identify the main
characteristics and the structure of an optimized B2B digital marketing maturity model. The
research findings indicate that only one out of three analyzed models could be used as a separate
tool. This study is among the first examining the use of maturity models in digital marketing.
It helps businesses to choose between the existing digital marketing models, the most effective
one. Moreover, it creates a base for future research on digital marketing maturity models. This
study contributes to the emerging B2B digital marketing literature by providing a SWOT
analysis of the existing digital marketing maturity models and suggesting a structure and main
characteristics of an optimized B2B digital marketing maturity model.
A Safanta, M R Shihab, N FA Budi, F F Hastiadi and 1 Budi (2019) formulate a digital
marketing strategy, more specifically one that is suited for digital start-up organizations, in this
case Pesanlab. The SOSTAC framework, complemented with additional relevant theories, such

20
as SWOT analysis, SMART Objectives, RACE planning objectives was employed as a robust
framework in terms of formulating a digital marketing strategy. This research formulated 3
targets, 9 strategies and 32 tactics. The results from the situation analysis phase clarified that a
major concern related to Pesanlab's value proposition and positioning. The results in the
objective phase defined three major long run business objectives. In the strategy phase, the
formation of the strategies was based on the results in the situation analysis and objective
phases. Within the situation analysis phase, there were 18 points of SWOT analysis.

Sarah Butler Jessen and Catherine DiMartino (2016) outline a framework for comparing
the online marketing practices, including Web sites, social media, and YouTube, of different
types of schools. Drawing on existing literature from the business sector regarding marketing,
the authors argue that, in particular, Charter Management Organizations (CMOS) are engaging
in "prestige" rather than "informational" marketing (Ackerberg, 2001), which can influence the
perception of school quality for parents and potential investors.

Daniel Sobreira, Debora Santos de Oliveira and Francisco José Garcia-Peñalvo (2020) in
their study recognise how the area of Library Science needs to explore more the spaces of social
networks, with themes that bring society closer together, in order to demonstrate its ability to
transmit information beyond the physical structures of libraries. For this purpose, through
qualitative research, a comparative analysis of the content produced in 2019 and 2020, before
and during the Covid-19 pandemic, was carried out by the Brazilian library councils. Such
content, published in the councils Instagram profiles, was categorized by their themes and these
categories were compared in the two scenarios. As a result, a significant change was observed
in the content analyzed, signaling a closer approach to topics of general interest to society and,
consequently, an approach between Librarianship with society itself through a greater use of
Digital Marketing tools, such as Instagram.

Luis Matosas-López (2021) in his study aims to provide an overview of the digital marketing
strategies in social network services (SNSS) used in America and Europe. His work presents
as the main contribution and value the use of a comparative approach between continents,
specifically. then, an approach that allows comparing the management strategies 19 used in
these two areas. The research takes a sample of forty organizations, twenty American and
twenty European. The author applies a descriptive examination followed by a parametric
analysis using the t-test procedure over a total of 158,208 publications on Twitter. The findings

21
show significant differences in the management approaches applied in these two continents.
Even though the digital marketing strategies in SNSS should be based on dialogue and
interaction with the organization's target audience, this point can be more or less important,
depending on the continent. While European organizations confer great importance to the
interaction with its audience. American organizations tolerate a greater degree of one-way
communication. The author concludes that the paradigms governing the definition of digital
marketing strategies in SNSS at the global level, a priori thought to be universal, probably
require reformulation if they are to be well adapted to the specific geographic areas where these
strategies are implemented.

Meera Prathapan, Sajin Sahadevan and Dr. Zakkariya K.A (2018) had done a study to
compare the Kerala tourism website of the government with its competitors to evaluate the
promotional efforts taken by them. The study has adopted the AIDA model in digital marketing
for measuring the promotional efforts of these websites. For comparison, the web analytics was
done using the analytical softwares Alexa and SEMrush. The findings of the study revealed the
importance of considering different key performance indicators in AIDA such as number of
visitors, unique visitors, bounce rate, average duration of visit, most visited pages and click-
through rate to improve the quality of the websites.

Dr. K. Raja (2020) has clearly shown SWOT analysis of digital marketing in India. Digital
marketing when used is the way to promote your product or services through the online. Digital
marketing is the easy to reach the consumer for the product or services based information.
Digital marketing needs all the business to properly maintain the digital marketing channels.
The digital marketing needs classifying such as cost, tracking, target audience, interactive and
digital revaluation. Then this study mainly clarifies the SWOT analysis of digital marketing in
India. The strength of digital marketing is easy to target and reach more audiences at a cheaper
price in the consumers. Then another one is the weakness of digital marketing. It refers to a
challenge to reach the population which is still not using the internet in this aspect of digital
marketing in India. Third one is opportunities of digital marketing increase the reach of your
brand, therefore, leading to direct profit. The last one is the threat of digital marketing is that
analyzing the data in a wrong way can lead to damaging 20 results in a lot of companies. These
conclude SWOT analysis of digital marketing in India is on the whole a positive development
for products and services digitally.

22
 CHAPTER – III

RESEARCH METHODOLOGY

23
 CHAPTER-III

RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

Research design refers to the framework of market research methods and techniques that are
chosen by a researcher. The design that is chosen by the researchers allow them to utilize the
methods that are suitable for the study and to set up their studies successfully in the future as
well.

The design of a research can be either qualitative, quantitative, or mixed. Under these research
designs, researchers can choose between different types of research methods; experimental
studies, surveys, correlational studies, or quasi-experimental review studies. There are also sub-
types of research methods namely experimental design, defining research problems, and
descriptive studies. Research designs also include the elements of data collection, measurement
of data with the respective tools, and the analysis of the data.

3.2 SOURCE OF DATA:

Normally we can gather data from two sources namely primary and secondary. Data gathered
through perception or questionnaire review in a characteristic setting are illustrations of data
obtained in an uncontrolled situation. Secondary data is the data acquired from optional sources
like magazines, books, documents, journals, reports, the web, and more. The chart below
describes the flow of the sources of data collection.

3.2.1 PRIMARY DATA:

Primary data collection methods
• Interview. Interviews are another important method of primary data collection.
Interviews are more reliable as compared.
• Questionnaire. The questionnaire is one of the most commonly used methods of data
collection in research.
• Experiments. Experiments are the most reliable source of data collection in natural
sciences.
• Some of the most prominently used methods of primary data collection include

24
 observation, interview, self -administered questionnaire and experiments.
Most of the study is based on primary data. The primary data refers to the fresh data collected
for the study by the researcher with their effort. The needed primary data is collected through
a survey method by the way of a questionnaire.

3.2.2 SECONDARY DATA:

Secondary data is the data that have been already collected by and readily available from other
sources. Such data are cheaper and more quickly obtainable than the primary data and also may
be available when primary data cannot be obtained at all. Advantages of Secondary data. It is
economical. It saves efforts and expenses. It is time saving.

Secondary Data Collection Methods

• Government publications

• Public records

• Historical and statistical documents

• Business documents

• Technical and trade journals

The secondary has been collected through the various records, Books, Magazine, and
Newspaper, Documents, Website and others.

3.3 POPULATION/ SAMPLE SIZE:

Sample population:

The total population in the study area is 116.

Sampling size:

The sample size chosen for the study is 116.

3.4 SAMPLING TECHNIQUE

A questionnaire consists of set questions to be answered in the survey. A structured
questionnaire is the research instrument. Likert type scale are developed by utilizing the item
analysis approach where in a particular item is evaluated on the basis of how well it

25
discriminates between those persons whose total score is high and those whose score is low.

Sampling Design:
Convenience sampling is a non-probability sampling technique in which individuals are
selected for a study based on their availability and willingness to participate. This method
involves selecting individuals who are easily accessible to the researcher, such as those who
are in close proximity or those who are easy to contact, rather than using a random selection
process. Convenience sampling is often used when time and resources are limited, and the aim
of the study is exploratory or preliminary in nature. However, this method can introduce bias
into the sample, as it may not accurately represent the population being studied, and therefore
the results may not be generalizable to the larger population.

3.5 TOOLS FOR DATA COLLECTION:

• The data collected through questionnaires were analysed in the following manner.
• Raw data were coded and tabulated.The tabulated data were converted into
percentages, to show the percentage of opinion among the respondents.

3.6 HYPOTHESIS
A Hypothesis is some statement about a population parameter. It is being tested on the basis of
outcome of a random sample. There are two types of Hypothesis,

• Null Hypothesis( Ho)

• Alternative Hypothesis(H1)

Null Hypothesis:
The statement to be tested is designated as Null Hypothesis. The word null is used because the
nature of testing is such that the researcher tries to nullify this hypothesis on the basis of the
sample collected, and when the sufficient evidence from the sample to do so is not found, Null
hypothesis is accepted. It is denoted by Ho: H with zero as the subscript.

Alternative Hypothesis:
The statement which is intended to be accepted if the null hypothesis is rejected is Alternative
Hypothesis. It is denoted by H1.

26
3.7 TOOLS FOR DATA ANALYSIS:

Percentage Analysis Method:

Percentages are used to describe the relationship between two variables. Percentages can also
be used to compare the relative terms, the distribution of two or more series of data. Percentage
analysis thus involves the simple interpretation analysis of the various items. Graphs are also
used to analyze the collected data. Graphs are also used to analyze the collected data.

T - Test:

A t-test is a statistical hypothesis test used to determine if there is a significant difference

between the means of two groups of data. It is used when the sample size is small, and the
population standard deviation is unknown.

There are two types of t-tests: the independent samples t-test and the paired samples t-test. The
independent samples t-test is used when comparing the means of two independent groups,
while the paired samples t-test is used when comparing the means of two related groups.

The formula for the t-test is as follows:

t = (x1 - x2) / (s / sqrt(n))

Where:
x1 and x2 are the means of the two groups
s is the pooled standard deviation of the two groups
n is the sample size of each group.

27
 CHAPTER – IV

DATA ANALYSIS & INTERPRETATION

28
 CHAPTER-IV

DATA ANALYSIS & INTERPRETATION

4.1 DATA ANALYSIS & INTERPRETATION:

After having surveyed 116 respondents using a questionnaire the results that emerge are
given below.

4.1.1 CLASSIFICATION OF RESPONDENTS BASED ON AGE

Table 4.1.1 CLASSIFICATION OF RESPONDENTS BASED ON AGE

No of
Sno Age responses Percentage
21-30
1 Years 20 17%
31 - 40
2 Years 26 22%
41 -50
3 Years 40 34%
50 - 60
4 Years 30 26%
Total 116

Chart 4.1.1 CLASSIFICATION OF RESPONDENTS BASED ON AGE

Age
45
40
40
35
30
30 26
25
20
20
15
10
5
0
21-30 Years 31 - 40 Years 41 -50 Years 50 - 60 Years

INTERPRETATION:

From the above table clearly shows that the realtors are working in Appaswamy real estates
would be more at the age of 41-50 Years i.e., 34 %, 50-60 Years i.e., 26%, 31-40 Years i.e.,

29
22% and 21-30 Years i.e,17%. Their organization requires more number of young people i.e.,
freshers or experienced with 2 to 5 years in the Particulars.

4.1.2 CLASSIFICATION OF RESPONDENTS BASED ON DESIGNATION

Table 4.1.2 CLASSIFICATION OF RESPONDENTS BASED ON DESIGNATION

No of
Designation respondants percentage
Vice
President 20 17%
Senior
Realtor 43 37%
Realtor 53 46%
Total 116

Chart 4.1.2 CLASSIFICATION OF RESPONDENTS BASED ON DESIGNATION

Designation
60
53
50
43
40

30
20
20

10

0
Vice President Senior Realtor Realtor

INTERPRETATION:

From the above table clearly shows that the Agents are working in Appaswamy real estates
would be more at the Designation of realtors (Low Level) i.e., 46 %, Senior Realtors (Middle
Level) i.e., 37% and Vice President (Top Level) i.e,17%. The organization requires to expand
their offices in different Places in Chennai and Outside Chennai, so that more number of Senior
realtors will be promoted as Vice President.

30
4.1.3 CLASSIFICATION OF RESPONDENTS BASED ON NO OF YEARS WORKING

Table 4.1.3 CLASSIFICATION OF RESPONDENTS BASED ON NO OF YEARS

WORKING

No of
Particulars respondants percentage
0-5 Years 20 17%
5-10 Years 48 41%
10-15 Years 26 22%
15-20 Years 22 19%
Total 116

Chart 4.1.3 CLASSIFICATION OF RESPONDENTS BASED ON NO OF YEARS

WORKING

Work experience
60

50 48

40

30 26
22
20
20

10

0
0-5 Years 5-10 Years 10-15 Years 15-20 Years

INTERPRETATION:

From the above table clearly shows that the Agents are working in Appaswamy real estates
would be more at the experience of (5-10 Years) i.e., 54 %, (10-15 Years) i.e., 26%, (15-20
Years) i.e., 22% (0-5 Years) i.e., 20%. The organization has highly experience Sales team.

31
4.1.4 CLASSIFICATION OF RESPONDENTS BASED ON SOURCE OF LEAD
GENERATION

Table 4.1.4 CLASSIFICATION OF RESPONDENTS BASED ON SOURCE OF LEAD

GENERATION

No of
Particulars respondants percentage
Cold Call 90 78%
Website
99 85%
Marketing
Paper
Advertisement 61 53%
Response
Online Portal 48 41%
Social media 41 35%
Total 116

Chart 4.1.4 CLASSIFICATION OF RESPONDENTS BASED ON SOURCE OF LEAD

GENERATION

Source of lead generation

120
99
100 90

80
61
60 48
41
40

20

0
Cold Call Website Paper Online Portal Social media
Marketing Advertisement
Response

INTERPRETATION:

From the above table clearly shows that Source of Lead generation in Appaswamy real estates
would be more with the help of Website marketing, i.e., 99 %, which is very successful in lead
generation in Hanu Reddy Realty, and realtors should increase the usage of other digital
marketing tools like Online Portals & social media. So that the efficiency of the company will
be high by using the digital platform for marketing.

32
4.1.5 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF LEADS PER
MONTH FROM VARIOUS SOURCES

Table 4.1.5 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF LEADS

PER MONTH FROM VARIOUS SOURCES

No of
respondants percentage
0-5 34 29%
05-10 56 48%
10-15 22 19%
15-20 4 3%
Total 116

Chart 4.1.5 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF

LEADS PER MONTH FROM VARIOUS SOURCES

60
No of respondents
50

40

30

20

10

0
5 10 15 20

No of respondents

INTERPRETATION:
From the above table clearly shows that (5-10) leads per month is generated from various
sources i.e., 48% for each realtor in Appaswamy real estates

33
4.1.6 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF LEADS PER
MONTH

Table 4.1.6 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF

LEADS PER MONTH

No of
Particulars respondants percentage
0-2 40 34%
2-5 48 41%
5-8 22 19%
8-10 6 5%
Total 116

Chart 4.1.6 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF

LEADS PER MONTH

Number of leads per month

60

50 48

40
40

30
22
20

10 6

0
2 5 8 10

INTERPRETATION:

From the above table clearly shows that (2-5) leads per month is generated from Appaswamy
real estates Website i.e., 41% and (0-2) i.e., 34% for each realtor.

34
4.1.7 CLASSIFICATION OF RESPONDENTS BASED ON QUALITY OF LEADS

Table 4.1.7 CLASSIFICATION OF RESPONDENTS BASED ON QUALITY OF

LEADS

No of
Particulars respondants percentage
1 2 2%
2 5 4%
3 22 19%
4 20 17%
5 67 58%
Total 116

Chart 4.1.7 CLASSIFICATION OF RESPONDENTS BASED ON QUALITY OF

LEADS

Quality of leads
80

70 67

60

50

40

30
22 20
20

10 5
2
0
1 2 3 4 5

INTERPRETATION:

From the above table clearly shows that the quality of leads receiving through Appaswamy
real estate Website is too good. The Rating ‘5’ has responded by 67 members, i.e.,58%.

35
4.1.8 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF LEADS
RECEIVED

Table 4.1.8 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF LEADS

RECEIVED

No of
Particulars respondants percentage
Seller Leads 106 91%
Buyer Leads 99 85%
Bank loan tie
up leads 27 23%
Free
Evaluation
Leads 46 40%
Total 116

Chart 4.1.8 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF LEADS

RECEIVED

Type of leads
120
106
99
100

80

60
46
40
27
20

0
Seller Leads Buyer Leads Bank loan tie up Free Evaluation Leads
leads

INTERPRETATION:

From the above table clearly shows that more number of Seller leads i.e., 91% are receiving
through Appaswamy real estates

36
4.1.9 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF SELLER
LEADS COMING THROUGH APPASWAMY REAL ESTATES WEBSITE

Table 4.1.9 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF SELLER

LEADS COMING THROUGH APPASWAMY REAL ESTATES WEBSITE

No of
Particulars respondants percentage
Motivated
Sellers 84 72%
Low
Motivation
Sellers 24 21%
Future Sellers 8 7%
Total 116

Chart 4.1.9 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF SELLER

LEADS COMING THROUGH APPASWAMY REAL ESTATES WEBSITE

type of seller leads

90 84
80
70
60
50
40
30 24
20
8
10
0
Motivated Sellers Low Motivation Sellers Future Sellers

INTERPRETATION:

From the above table clearly shows that highly motivated sellers, i.e., 72% are receiving
through Appaswamy real estates website

37
4.1.10 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF BUYER
LEADS COMING THROUGH APPASWAMY REAL ESTATES WEBSITE

Table 4.1.10 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF BUYER

LEADS COMING THROUGH APPASWAMY REAL ESTATES WEBSITE

No of
Particulars respondants percentage
Home Buyers,
End users 70 60%
Long term
Investors 29 25%
Buy-to-let
Investors 17 15%
Total 116

Chart 4.1.10 CLASSIFICATION OF RESPONDENTS BASED ON TYPES OF

BUYER LEADS COMING THROUGH APPASWAMY REAL ESTATES WEBSITE

Leads through website

80
70
70

60

50

40
29
30

20 17

10

0
Home Buyers, End users Long term Investors Buy-to-let Investors

INTERPRETATION:

From the above table clearly shows that mostly Home Buyers, End Users types of buyers leads
i.e., 60% are receveing through Appaswamy real estates website

38
4.1.11 CLASSIFICATION OF RESPONDENTS BASED ON RATING OF FIRST
TIME HOME BUYER THROUGH APPASWAMY REAL ESTATES WEBSITE

Table 4.1.11 CLASSIFICATION OF RESPONDENTS BASED ON RATING OF

FIRST TIME HOME BUYER THROUGH APPASWAMY REAL ESTATES
WEBSITE

No of
Particulars respondants percentage
1 2 2%
2 21 18%
3 19 16%
4 48 41%
5 26 22%
Total 116

Chart 4.1.11 CLASSIFICATION OF RESPONDENTS BASED ON RATING OF

FIRST TIME HOME BUYER THROUGH APPASWAMY REAL ESTATES
WEBSITE

Ist time buyers

60

50 48

40

30 26
21
19
20

10
2
0
1 2 3 4 5

INTERPRETATION:

From the above table clearly shows that First Home Buyers are coming through Appaswamy
real estate Website is Very good. The Rating ‘4’ has responded by 48 members in a company.
i.e., 41%

39
4.1.12 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF BANK
TIE UP LEADS COMING THROUGH APPASWAMY REAL ESTATE WEBSITE

Table 4.1.12 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF

BANK TIE UP LEADS COMING THROUGH APPASWAMY REAL ESTATE
WEBSITE

No of
Particulars respondants percentage
0-2 72 62%
2-5 36 31%
5-8 8 7%
8-10 0 0%
Total 116

Chart 4.1.12 CLASSIFICATION OF RESPONDENTS BASED ON NUMBER OF

BANK TIE UP LEADS COMING THROUGH APPASWAMY REAL ESTATE
WEBSITE

No of respondants
80
72
70

60

50

40 36

30

20
8
10
0
0
2 5 8 10

INTERPRETATION:

From the above table clearly shows that (0-2) leads i.e., 62% of Bank Tie Up leads are receiving
through Appaswamy real estate Website.

40
4.1.13 CLASSIFICATION OF RESPONDENTS BASED ON CONVERSION RATE
OF LEADS RECEIVED THROUGH APPASWAMY REAL ESTATE WEBSITE

Table 4.1.13 CLASSIFICATION OF RESPONDENTS BASED ON CONVERSION

RATE OF LEADS RECEIVED THROUGH APPASWAMY REAL ESTATE
WEBSITE

No of
Particulars respondants percentage
1 2 2%
2 18 16%
3 9 8%
4 20 17%
5 67 58%
Total 116

Chart 4.1.13 CLASSIFICATION OF RESPONDENTS BASED ON CONVERSION

RATE OF LEADS RECEIVED THROUGH APPASWAMY REAL ESTATE
WEBSITE

Conversion rate of leads

80

70 67

60

50

40

30
18 20
20
9
10
2
0
1 2 3 4 5

INTERPRETATION:

From the above table clearly shows that conversion of rate of leads received through
Appaswamy real estate Website is outstanding. The rating ‘5’ has responded by 67 people in
the company i.e., 58%.

41
4.1.14 CLASSIFICATION OF RESPONDENTS BASED ON USAGE OF SOCIAL
MEDIA PLATFORM TO GENERATE LEADS

Table 4.1.14 CLASSIFICATION OF RESPONDENTS BASED ON USAGE OF

SOCIAL MEDIA PLATFORM TO GENERATE LEADS

No of
Particulars respondants percentage
Yes 96 83%
No 13 11%
Don't Know 7 6%
Total 116

Chart 4.1.14 CLASSIFICATION OF RESPONDENTS BASED ON USAGE OF

SOCIAL MEDIA PLATFORM TO GENERATE LEADS

Usage of social media to generate leads

120

100 96

80

60

40

20 13
7

0
Yes No Don't Know

INTERPRETATION:

From the above table clearly shows that 96 realtors i.e., 83% in Appaswamy real estate using
social media platform for generating the leads.

42
4.1.15 CLASSIFICATION OF RESPONDENTS BASED ON PREFERRED TYPE OF
SOCIAL MEDIA PLATFORM TO GENERATE LEADS IN APPASWAMY REAL
ESTATE

Table 4.1.15 CLASSIFICATION OF RESPONDENTS BASED ON PREFERRED

TYPE OF SOCIAL MEDIA PLATFORM TO GENERATE LEADS IN APPASWAMY
REAL ESTATE

No of
Particulars respondants percentage
Facebook 97 84%
Instagram 64 55%
Youtube 42 36%
Linkedin 26 22%
Twitter 12 10%
Whatsapp Status 92 79%
Total 116

Chart 4.1.15 CLASSIFICATION OF RESPONDENTS BASED ON PREFERRED

TYPE OF SOCIAL MEDIA PLATFORM TO GENERATE LEADS IN APPASWAMY
REAL ESTATE

Type of Social Media used

120

97
100 92

80
64
60
42
40
26
20 12

0
Facebook Instagram Youtube Linkedin Twitter Whatsapp
Status

43
 INTERPRETATION:

From the above table clearly shows that the most popular social media used for generating
leads in Appaswamy real estate is Facebook, i.e., 84% and second is WhatsApp – 92
Respondent i.e., 79%.

4.2 T-TEST

4.2.1 CONVERSION RATE OF LEADS THROUGH COMPANY WEBSITE WITH

AGE

Hypothesis

H0: There is no significance evidence of association between the age with the rating of
conversion leads through Appaswamy real estate Website.

H1: There is significance evidence of association between the age with the rating of conversion
leads through Appaswamy real estate Website.

Table 4.1.16 . t test for significant difference between Age with respect rating of
conversion leads through Appaswamy real estate Website.

Age
Conversion of leads 1 2 t value P value
Mean SD Mean SD

1 15.93 5.500 12.88 5.351 2.521 0.014*

2 23.09 4.774 20.88 5.999 1.897 0.061

3 19.15 3.983 16.94 4.711 2.330 0.022*

4 15.17 2.951 13.00 2.794 3.356 0.001**

5 73.09 14.130 63.69 16.167 2.827 0.001**

** Denotes significant at 1% level * Denotes significant at 5% level

44
INTERPRETATION

Since P value is less than 0.01 Null Hypothesis is rejected at 1% level. Hence there is
significance evidence of association between the age with the rating of conversion leads
through Appaswamy real estate Website.

45
 CHAPTER – V

FINDINGS, SUGGESTIONS & CONCLUSION

46
 CHAPTER-V

FINDINGS, SUGGESTIONS & CONCLUSION

5.1 FINDINGS

• Age Classification: Among the respondents, 34% were aged 41-50 years, followed by
26% aged 50-60 years. The age group of 21-30 years had the lowest percentage of
responses at 17%.

• Designation: The majority of the respondents, 46%, were Realtors, while 37% were
Senior Realtors and 17% were Vice Presidents.

• Years of Working: 41% of the respondents had been working for 5-10 years, while 22%
had been working for 10-15 years.

• Source of Lead Generation: The most popular source of lead generation among the
respondents was website marketing, with 85% of the respondents using it. Cold calling
was the second most popular source, with 78% of the respondents using it.

• Number of Leads per Month: 41% of the respondents received 2-5 leads per month,
followed by 34% who received 0-2 leads per month.

• Quality of Leads: A majority of the respondents, 58%, rated the quality of leads as 5
out of 5, indicating high satisfaction.

• Types of Leads Received: 91% of the respondents received seller leads, while 85%
received buyer leads.

• Types of Seller Leads: The majority of seller leads, 72%, were from motivated sellers.

• Types of Buyer Leads: 60% of buyer leads were from home buyers and end-users.

• Rating of First Time Home Buyers: The majority of the respondents, 41%, rated the
first-time home buyers as 4 out of 5.

47
• Conversion Rate of Leads: The majority of respondents, 58%, had a conversion rate of
5 out of 5, indicating a high level of success in converting leads to sales.

• Usage of Social Media: 83% of the respondents used social media platforms to generate
leads, with Facebook being the most preferred platform.

• Preferred Type of Social Media Platform: Whatsapp Status was the most preferred
platform, with 79% of the respondents using it, followed by Facebook at 84%.

48
5.2 SUGGESTIONS

Based on the findings of the study, it is suggested that Appaswamy Real Estate should focus
on digital marketing to generate leads and increase revenue. The study reveals that website
marketing and social media are effective sources of lead generation. Therefore, the company
can increase its online presence by optimizing its website and social media platforms.

Additionally, the study found that most of the leads received are seller leads, with motivated
sellers being the majority. To attract more buyers, the company can focus on promoting
properties to long-term investors and buy-to-let investors, who make up a significant proportion
of the buyer leads.

Furthermore, the study found that the quality of leads received is generally high, with the
majority of respondents giving a rating of 4 or 5. However, the conversion rate of leads received
through the company's website needs improvement. Therefore, the company can focus on
improving the follow-up process to increase the conversion rate of leads.

Lastly, since a significant proportion of respondents use social media to generate leads, the
company can consider allocating more resources to social media marketing, with a focus on
Facebook and WhatsApp Status. By implementing these suggestions, Appaswamy Real Estate
can improve its revenue generation through digital marketing.

49
5.3 CONCLUSION

In conclusion, digital marketing has a significant impact on revenue generation for Appaswamy
Real Estate. The study reveals that website marketing and cold calling are the two primary
sources of lead generation, with a majority of respondents indicating a preference for these
sources. The study also suggests that Appaswamy Real Estate should focus on generating leads
from social media platforms, especially Facebook and Instagram, to increase revenue
generation. Furthermore, the company should develop targeted marketing strategies based on
the different types of leads received to improve lead conversion rates. It is also recommended
that the company improve the quality of leads received by implementing measures to filter out
low-quality leads. Finally, Appaswamy Real Estate should invest in training programs for its
employees to improve their digital marketing skills and ensure that they are up-to-date with the
latest trends and technologies in the field. Overall, the findings of this study suggest that a
strong digital marketing strategy can help Appaswamy Real Estate to generate more revenue
and stay competitive in the market.

50
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6. Mishra, S., & Mishra, A. (2018). A study on digital marketing: advantages and
disadvantages. Journal of Business and Economic Development, 3(2), 14-19.
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52
ANNEXURES

53
 ANNEXURES

1. Name :

2. Age :
a) 21-30 Years b) 31-40 Yearsc) 41-50 Years d) 50-60 Years

3. Designation :
a) Vice President b)Senior Realtor c) Realtor

4. How long have you been associated with your Company?

a) 0-5 Years b) 5-10 Years c) 10-15 Years d)15-20 Years

5. What is the main source of lead generation in your company?

a) Cold Call b) Website Marketing c)Paper Advertisement Response
d)Online Portal e) Social media

6. How many leads per month do you get from various sources?

a) 0-5 b) 5-10 c) 10-15 d) 15-20

7. How many leads per month do you receive through your company website?

a) 0-2 b) 2-5 c) 5-8 d) 8-10

8. Rate the Quality of leads that you are receiving through your Company website?

Poor Excellent
a) 1 b) 2 c) 3 d)4 e) 5

9. How will you classify the leads?

a) Seller Leads b) Buyer Leads c) Bank Loan tie up leads d) Free Evaluation
Leads

10. What type of seller leads are coming through your company website?

a) Motivated Sellers b) Low Motivation Sellers c) Future Sellers

11. 1What type of Buyer leads are coming through your company website?

a) Home Buyers, End users b) Long term Investors c)Buy-to-let Investors

12. 1Rate the first time Home buyers leads coming through your Company Website?
Poor Excellent
a) 1 b) 2 c) 3 d)4 e) 5

13. How many Bank tie up leads do you receive through your Company Website?

a) 0-2 b) 2-5 c) 5-8 d) 8-10

54
14. Rate the conversion rate of leads you receive through your Company Website?
i. Poor Excellent
a) 1 b) 2 c) 3 d)4 e) 5
15. Do you use Social media Platform to generate leads?
a) Yes b) No c) Don’t Know
16. Which Social media do you use to generate leads?
a) Facebook b) Instagram c) YouTube d) LinkedIn e) Twitter f)
WhatsApp Status

55