Digital Marketing Manager (Real Estate Industry)

JOB DESCRIPTION – DIGITAL MARKETING MANAGER

Position Details

Designation

Digital Marketing Manager

Department

Sales \& Marketing

Experience Required

5–7 Years

Industry

Real Estate / Construction / Property Development

Employment Type

Full-Time

Location

Coimbatore

Reporting To

General Manager – Sales \& Marketing / Management

Job Purpose

To plan, execute, and manage digital marketing strategies that strengthen the company's online presence, generate qualified leads for real estate projects, improve customer engagement, and support apartment, villa, and residential plot sales. The role will focus on performance marketing, lead generation, campaign optimization, brand positioning, and measurable business results.

Key Roles and Responsibilities

A. Digital Marketing Strategy

• Develop and implement digital marketing strategies aligned with project-wise sales targets and business objectives.
• Plan monthly digital marketing campaigns for apartments, villas, residential plots, and other company projects.
• Identify target audiences based on location, budget, buyer profiles, and project requirements.
• Analyse competitor campaigns, market trends, and customer behaviour to improve marketing effectiveness.
• Prepare monthly marketing plans, campaign calendars, and budget proposals for management approval.

B. Performance Marketing \& Lead Generation

• Plan, execute, and optimize paid advertising campaigns through Google Ads, Meta Ads (Facebook and Instagram), and other relevant platforms.
• Generate qualified leads for real estate projects while maintaining efficient cost per lead (CPL).
• Monitor campaign performance, lead quality, cost per qualified lead, and conversion trends.
• Conduct A/B testing of advertisements, creatives, landing pages, audience segments, and campaign formats.
• Implement remarketing and retargeting strategies to improve customer engagement and conversion rates.
• Monitor campaign budgets and ensure optimum utilization of advertising expenditure.

C. Search Engine Optimization (SEO) \& Website Management

• Develop SEO strategies to improve organic traffic, keyword rankings, and website visibility.
• Manage website content, project pages, landing pages, enquiry forms, and conversion-focused improvements.
• Implement local SEO strategies to improve visibility among prospective property buyers.
• Monitor website performance using Google Analytics 4, Google Search Console, and related tools.
• Coordinate website updates, technical improvements, and content optimization with relevant vendors or teams.

D. Social Media \& Brand Management

• Plan and manage social media content calendars for Facebook, Instagram, YouTube, LinkedIn, and other relevant platforms.
• Oversee digital promotions for project launches, property features, offers, construction progress, customer testimonials, and events.
• Coordinate with graphic designers, video editors, content writers, and external agencies to develop engaging marketing materials.
• Maintain consistent brand identity and messaging across digital channels.
• Monitor engagement, audience growth, online reviews, and brand reputation.

E. Lead Management \& Sales Coordination

• Coordinate with the Sales and CRM teams to ensure timely assignment, follow-up, and tracking of digital leads.
• Monitor the complete lead journey from enquiry generation to qualification, site visit, negotiation, and booking.
• Analyse lead quality and identify reasons for poor conversion or customer drop-offs.
• Work with the sales team to improve lead-to-site-visit and site-visit-to-booking conversion rates.
• Maintain project-wise and campaign-wise lead performance records.

F. Analytics, Reporting \& Optimization

• Track campaign performance using Google Ads, Meta Ads Manager, GA4, Google Tag Manager, CRM reports, and other relevant tools.
• Prepare weekly and monthly performance reports covering advertising spend, leads, qualified leads, CPL, site visits, bookings, and campaign effectiveness.
• Establish conversion tracking, UTM parameters, pixels, and lead attribution wherever applicable.
• Identify underperforming campaigns and implement corrective measures.
• Present campaign insights, performance trends, and improvement recommendations to management.

G. Budget \& Vendor Management

• Prepare digital marketing budgets and monitor expenditure against approved allocations.
• Coordinate with agencies, freelancers, advertising vendors, and creative teams as required.
• Evaluate vendor performance, campaign deliverables, and return on advertising spend.
• Ensure timely execution of campaigns and maintain records of approvals, invoices, and reports.

Key Performance Indicators (KPIs)

Performance will be evaluated against approved monthly targets and project-specific business requirements.

• Number of qualified leads generated.
• Cost per lead (CPL) and cost per qualified lead.
• Lead-to-site-visit conversion percentage.
• Site-visit-to-booking conversion percentage.
• Digital marketing contribution to project-wise bookings.
• Return on advertising spend (ROAS), where revenue attribution is available.
• Website traffic and landing-page conversion rate.
• Organic search visibility and relevant keyword performance.
• Social media engagement and relevant audience growth.
• Campaign execution within approved budgets and timelines.
• Accuracy and timely submission of performance reports.
• Effectiveness of lead tracking and coordination with Sales/CRM teams.

Qualifications \& Technical Skills

• Bachelor's degree in Marketing, Digital Marketing, Business Administration, or a related field.
• 5–7 years of hands-on digital marketing experience, preferably in the real estate industry.
• Strong experience in Google Ads, Meta Ads Manager, paid lead generation, and campaign optimization.
• Good knowledge of SEO, Google Analytics 4, Google Tag Manager, Google Search Console, and la