Btl Manager Real estate

Job Title: ATL & BTL Marketing Manager (Real Estate)

Location: ECR
Department: Marketing
Reports to: Marketing Director/Head of Marketing

Job Overview:

We are seeking an experienced ATL & BTL Marketing Manager with a strong background in the Real Estate sector to lead and execute marketing strategies across both Above the Line (ATL) and Below the Line (BTL) channels. The ideal candidate will be responsible for developing integrated marketing campaigns that enhance brand visibility, drive leads, and increase property sales or rentals. You will work closely with internal teams and external agencies to ensure a consistent and impactful marketing strategy for our real estate offerings.

Key Responsibilities:

ATL (Above the Line) Marketing:

• Brand Awareness Campaigns: Plan, execute, and manage high-level ATL marketing campaigns (TV, radio, print media, digital, etc.) aimed at building brand awareness and driving traffic to property listings.
• Media Planning & Buying: Work with media agencies to design, negotiate, and execute media buys across TV, radio, newspapers, digital platforms, and other mass media channels, ensuring cost-effectiveness and optimal reach for real estate projects.
• Campaign Strategy & Execution: Develop integrated marketing strategies that include ATL activities to effectively communicate the companys key messages to a large audience and generate interest in the company’s real estate offerings.
• Target Audience Analysis: Use market research and consumer insights to define the target audience and tailor ATL campaigns to reach potential buyers or investors in the real estate sector.
• ROI Tracking & Reporting: Analyze and report on the effectiveness of ATL campaigns, measuring ROI, brand recall, and campaign performance. Optimize campaigns based on data-driven insights.

BTL (Below the Line) Marketing:

• Lead Generation Campaigns: Design and implement BTL campaigns (events, activations, direct mailers, email marketing, telemarketing, etc.) that directly generate qualified leads for real estate sales teams.
• Experiential Marketing: Organize property events, open houses, and exhibitions that allow potential clients to interact with the brand and its properties in person, creating memorable and engaging experiences.
• Collaborations & Partnerships: Establish partnerships with brokers, real estate agencies, and developers to create joint marketing campaigns, discounts, or referral programs that encourage lead generation and property sales.
• Direct Marketing & Promotions: Oversee targeted direct marketing initiatives, including email marketing, SMS campaigns, and telemarketing, aimed at reaching high-potential leads within specific geographic or demographic segments.
• Customer Engagement: Develop BTL strategies to nurture customer relationships, engage existing clients, and encourage repeat business or referrals.

Integrated Marketing Strategy:

• Campaign Integration: Ensure the seamless integration of ATL and BTL strategies to create a cohesive marketing approach across all channels. Ensure that messaging is consistent across both traditional and non-traditional marketing activities.
• Collaboration with Sales Teams: Work closely with the sales team to align marketing efforts with sales targets, ensuring that all campaigns are designed to drive property inquiries, viewings, and transactions.
• Content Creation & Management: Oversee the creation of compelling content (advertisements, brochures, website content, social media posts) for both ATL and BTL campaigns, ensuring that the content aligns with brand messaging and resonates with the target audience.

Required Skills and Qualifications:

• Experience: Minimum of 5-7 years of experience in marketing, with a focus on real estate marketing. Proven experience managing both ATL and BTL campaigns.
• Real Estate Knowledge: Strong understanding of the real estate market, buyer personas, property types, and sales processes. Knowledge of the competitive landscape in the real estate industry is essential.
• Strategic Thinking: Ability to develop long-term marketing strategies that drive business results across both ATL and BTL channels.
• Project Management: Strong project management skills, with the ability to manage multiple campaigns simultaneously and coordinate with various teams (creative, media, sales).
• Digital Marketing Proficiency: Expertise in digital marketing tactics (SEO, SEM, social media, content marketing) as part of integrated ATL & BTL strategies. Familiarity with digital real estate platforms and property listing services is a plus.
• Creativity & Innovation: Ability to develop creative marketing ideas and campaigns that stand out in a competitive real estate market.
• Analytics & Reporting: Strong analytical skills to track, measure, and report on campaign performance and make data-driven decisions for optimization.
• Communication Skills: Excellent verbal and written communication skills to work with agencies, media partners, and internal teams.

Preferred Qualifications:

• Bachelor’s Degree in Marketing, Business Administration, or a related field.
• Real Estate Certification (if applicable) or industry-specific qualifications.
• Experience with Real Estate CRM and marketing tools (e.g., Salesforce, HubSpot).

Working Conditions:

• Full-time position with standard working hours.
• Office-based, with occasional travel to real estate sites, events, or partner locations.
• Flexibility may be offered for remote work or travel.

Benefits:

• Competitive salary with performance-based incentives.
• Health insurance and other benefits.
• Opportunities for professional development and career growth.
• Access to a dynamic team in the real estate industry.

Warm Regards,

Celsiya C

7358101565