“Content Is Becoming the Foundation of Real Estate Marketing,” said Senthil Kumar Hariram
Date: 20th April 2026, 10:00 AM
Location: Mumbai
The real estate sector is gradually moving beyond traditional lead-generation tactics and adopting more content-led marketing strategies. In an industry feature, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, shared his perspective on this evolving shift.
He highlighted that today’s homebuyers conduct extensive research before making decisions, consuming information across multiple digital touchpoints. As a result, brands can no longer rely solely on lead-generation campaigns to drive results.
According to Senthil, content plays a critical role in educating, nurturing, and building trust with prospective buyers throughout the decision-making journey. Informative and relevant content helps brands establish credibility while addressing consumer concerns at different stages of the purchase cycle.
He also pointed out that AI and LLM-driven discovery platforms are changing how consumers find information. This makes it increasingly important for real estate brands to create structured, high-quality content that can be easily discovered and understood across digital channels.
The discussion highlights a broader industry trend where long-term engagement and trust-building are becoming just as important as lead acquisition, helping brands create stronger and more meaningful customer relationships.
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