4 Below the Line (BTL) Techniques for Real Estate Marketing

Marketing   |   Updated on: 08 July 2024

Let's face it. Even the best real estate marketing strategies that worked a few years ago are on a slippery slope in 2023. To make things worse, Facebook and Google both continuously change their algorithms. This means getting leads organically is more complex than ever. The key is learning how to adapt your real estate marketing plans for 2023 to keep up with the pace of change.


With the advent of more and more developers, the competition is fierce, more now than ever. To stand out, you must employ expert online and offline marketing strategies to entice potential clients. Choosing methods that open you up to a larger audience is essential. Besides traditional Above-The-Line (ATL) marketing, you must incorporate other engagement strategies through Below-The-Line (BTL) activations to develop a distinctive competitive advantage.

Let's first understand what exactly is meant by BTL and ATL marketing.

  1. What is BTL?

    BTL, or "Below the Line," is a marketing strategy involving non-traditional advertising methods to promote a product or service. BTL marketing involves direct and targeted communication with customers. In the real estate industry, BTL marketing is an effective way to reach potential customers actively looking for properties to buy, rent, or invest in.

    BTL marketing is a highly effective strategy for real estate agents and developers to reach potential customers and generate leads. By using targeted and personalized communication methods, they can build long-term relationships with their customers and increase their sales and profits.

  2. What is ATL?

    In the real estate industry, ATL (Above the Line) marketing is a promotional strategy that aims to reach a wider audience through various mass media channels, such as television, radio, print, and outdoor advertising. The goal is to create brand awareness and generate interest in a particular property or development project.

    ATL marketing effectively reaches many people quickly and creates a buzz around a property or project. It typically involves spending significant money on advertising, often used for more critical, high-profile developments with big budgets.

    One of the critical benefits of ATL marketing is that it can help to build a strong brand identity. Developers can establish themselves as trusted and reliable real estate brands by creating a memorable advertising campaign. This can be particularly important in a crowded market, where standing out from the competition can be challenging.


    However, ATL marketing does have its limitations. It can be expensive, and it can be challenging to measure the success of a campaign. It is also only sometimes the most targeted marketing method, as it aims to reach a broad audience rather than a specific demographic.

    Overall, ATL marketing is essential to real estate marketing strategies and can effectively create brand awareness and generate interest in a particular property or development project. However, it is necessary to balance ATL marketing with other marketing methods, such as digital marketing and targeted advertising, to ensure a well-rounded approach.

Below are 4 below-the-line (BTL) activities that can help real estate companies achieve their marketing objectives.

  1. Organizing Events:

    Exclusive property events can be used to showcase properties, engage with potential buyers, and create a buzz around a property. The organization of events can vary depending on the target audience and the property being promoted.

    For instance, developers could arrange an open house event to enable potential buyers to tour the property and ask relevant questions. Alternatively, a launch event could be hosted to present a new development to investors and other stakeholders.

  2. Staying Ahead with the Help of Technology :

    Traditional marketing techniques are no longer enough to capture consumers' attention in today's digital age. Real estate marketers need to think outside the box to create innovative campaigns that stand out. One effective way to do this is by incorporating the latest technology into below-the-line (BTL) activities.

    One example of a creative BTL activity for real estate marketing is using augmented reality (AR) technology. By creating a virtual property tour, potential buyers can visualize themselves in the space and get a realistic sense of the layout and design. This approach can also be extended to virtual staging, allowing marketers to showcase different furniture and decor styles in a property.

    In summary, incorporating the latest technology into BTL activities is a powerful way to engage potential buyers and create memorable marketing campaigns in the real estate industry.

  3. Enhancing the Site Visit Experience:

    If you're a developer hosting leads on-site visits, taking full responsibility for their commute would work wonders. This holds especially true if your property is far from the city or in a less accessible locality. Ensure you have your pick-up service or arrange a cab on site-visit days. Communicate it as a complimentary service; you will see more site visits and recommendations rolling in!

  4. Digital Marketing:

    Real estate companies can use digital marketing to showcase their properties, generate leads, and build brand awareness. Digital marketing channels include social media, search engine optimization (SEO), pay-per-click (PPC) advertising, email marketing, and content marketing. Using these channels, real estate companies can reach out to potential buyers with whom they spend most of their time online and provide valuable information about the company's properties.

Conclusion :

Buying a home is a complicated process, and most people need more time to invest in available resources on the Internet. Home buyers would naturally prefer face-to-face interaction any day.

Today, technology allows much room for sales reps to stay productive and spend more time on what they are good at, i.e., selling. And a real estate CRM is one such tool that not only improves sales productivity but also offers a superior brand experience to buyers.

Sell. Do is the only sales and marketing platform you need for seamlessly integrating your sales and marketing division. The platform helps you dive deeper into advanced APIs like cost per quality lead, cost per site visit, and cost per closure to better understand your marketing campaign on sales. With Sell.Do you can maximize ROMI by optimizing marketing campaigns as per your sales performance? Generate leads and convert them easily through drip marketing with Sell. Do .


Why are BTL techniques important in today's real estate market?

How do BTL techniques help target specific demographics or niche markets?

How do BTL techniques complement traditional marketing methods?

How do BTL techniques enhance the personalization of real estate marketing efforts?

What are the main benefits of using BTL techniques in real estate marketing?

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Comments (9)

Sell.Do - user-circle-solid  Florrie posted almost 3 years ago

Thanks for a marvelous posting! I actually enjoyed reading it, you could be a great author.I will remember to bookmark your blog and will often come back someday. I want to encourage one to continue your great job.

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Sell.Do - user-circle-solid  Trisha posted almost 3 years ago

BTL is highly important for real estate. Very well written!

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Sell.Do - user-circle-solid  Santoshi posted almost 3 years ago

Is it possible to organize virtual site visits through a CRM?

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Absolutely! Sell.Do sales automation CRM allows you to offer virtual site visits and project walkthroughs at the click of a button. - almost 3 years ago

Sell.Do - user-circle-solid  Amit posted about 3 years ago

Great insights and well written!

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Sell.Do - user-circle-solid  Suhasini posted about 3 years ago

It is very important for Real Estate brands to start acknowledging BTL channels to increase sales

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Sell.Do - user-circle-solid  james posted about 3 years ago

Really nice blog. I think the blog is very specific and detailed. although, I believe social media is going to evolve.

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Sell.Do - user-circle-solid  Kinjal posted about 3 years ago

Will digital be considered as BTL?

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Well, initially it was considered as BTL. But over the years, Digital marketing has challenged both approaches and is actually Through The Line (TTL). This type of marketing takes an integrated approach ensuring both direct and larger reach mediums are utilised. - about 3 years ago

Sell.Do - user-circle-solid  Amar posted over 3 years ago

I’ve heard VR walkthroughs are a bit costly. Also if I have to create them for our projects, who should I approach? Can Sell.Do help?

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Sell.Do team can help you with this. You can contact us from our website. - over 3 years ago

Sell.Do - user-circle-solid  Santosh Nhavkar posted over 3 years ago

Good read! Although the possession event might not be a good idea today as such.

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