How AI and Storytelling Are Redefining Real Estate Marketing

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After a successful summit in New Delhi last month, MIT Sloan Management Review India is taking the Strategy Shift Forum to Bengaluru on 25 September. The gathering will bring together MIT professors, global AI experts, and business heads to equip Indian leaders with critical insights into navigating the next wave of AI transformation.

 

AI-driven personalization is reshaping how brands engage with customers, but in real estate—where buying cycles are long and decisions high-stakes—the challenge is even sharper.

In Bengaluru’s fast-moving market, Century Real Estate is deploying predictive analytics, storytelling, and immersive tools to build trust and drive growth.

In this conversation, Vikas Nair, Vice President and Head of Marketing & Communications at Century Real Estate, explains how the company blends technology with human insight to stay relevant.

Edited excerpt:

How is Century Real Estate using AI-driven hyper-personalization and predictive analytics to differentiate its marketing campaigns in Bengaluru’s competitive real estate market?

Real estate is a high-involvement purchase with long cycles, giving brands many chances to engage. At Century, we use AI-driven personalization and predictive analytics to ensure every interaction adds value. Buying decisions are complex, with several factors to weigh before committing.

AI helps us map the customer journey and deliver content tailored to each stage, providing relevant information when it matters most. It also lets us adapt to preferences by offering information on demand, through channels buyers prefer. These capabilities streamline decision-making and enhance the overall experience in Bengaluru’s competitive market.

What measurable impact have recent campaigns like “The Center of Now” had on Century’s residential sales growth and brand perception?

“The Center of Now” campaign highlighted North Bengaluru’s shift from a distant outpost to a thriving gateway. Run across digital and traditional media, it reshaped perceptions of the region’s potential.

On digital platforms alone, it generated over 15 million impressions and 6 million video views, driving more than 50,000 visitors to our website. The campaign boosted visibility and also translated into higher site visits and bookings across our projects.

How has Century Real Estate changed its marketing or engagement to meet new homebuyer expectations after the pandemic?

Homebuyers now see a home as a lifestyle investment, not just a place to live. They are research-driven and design-conscious, with choices shaped by community, aesthetics, and aspiration. They also expect transparency, cultural awareness, and digital fluency.

We’ve adapted both communication and engagement to reflect this shift—cleaner visuals, an authentic tone, and richer touchpoints. For a digitally savvy audience, we’ve built immersive experiences: 3D CGI films, AR/VR walkthroughs, interactive models, and phygital displays. These let buyers explore everything from interiors and views to clubhouses and outdoor spaces, helping them imagine their future lifestyle while building stronger emotional connections with our brand.

Century’s “Built Rare” campaign focused on premium buyers. How do you use stories like this to connect with buyers and build trust?

“Built Rare” reflects our philosophy of marketing with empathy. By understanding aspirations and motivations, we craft narratives that go beyond selling homes to creating emotional connections. Each campaign is grounded in real insight and cultural relevance, resonating with Bengaluru’s premium buyers.

Our stories are insight-led, visually authentic, and culturally attuned. From tone to imagery, every element speaks to a buyer who values both rootedness and aspiration. In today’s market, where attention spans are short, storytelling formats with local cues and aspirational themes help us stand out, capture interest, and build lasting trust.

How does Century Real Estate use digital marketing and real-time behavioral signals to find and engage the right customers more effectively?

Data drives our campaigns. We track channel performance to refine media mix and maximize ROI. Real-time signals show where buyers are in their journey and what messages resonate most.

That said, real estate remains offline at key stages—site visits, conversations, negotiations, bookings. Feedback loops between digital and physical touchpoints are critical. Insights from these interactions—whether rising demand for community spaces, work-from-home zones, or sustainability features—feed into our planning and communication.

By combining campaign data with on-ground insights, we can craft customer journeys that are both dynamic and meaningful, making every interaction stronger.

With short-form video and social media driving property discovery, how is Century keeping messaging consistent across digital touchpoints?

Social platforms and creators are now vital bridges between brand messaging and consumer trust. Our strategy is to collaborate with creators in finance, home, and lifestyle who contextualize our projects in relatable ways. This approach builds recall, ensures consistent messaging, and generates qualified inquiries, especially among younger, digital-first buyers.

As AI agents become part of the marketing mix, how do you see the role of humans evolving in maintaining a customer-centric approach?

AI helps us scale personalization, anticipate needs, and optimize spend, making interactions more timely and relevant. But trust, empathy, and relationships remain human. Buying a home is ultimately about judgment and connection.

Our goal is to integrate AI in ways that empower teams to deliver deeper engagement. The aim isn’t to replace the human touch but to enhance it—ensuring technology and people work together to create a truly customer-centric experience.