In a market still reliant on print classifieds, broker networks and traditional OOHs, Rama Realty adopted a very different path. Founded in 2017 in Ahmedabad, the company positioned itself as Gujarat’s first realtor using video to present properties. Instead of static listing content, Rama Realty built a presence that resembles an entertainment channel.
Today, the brand has 332K+ Instagram followers, more than 200,000 Facebook followers and a YouTube channel with over 170K subscribers. Their focus is ultra-luxury homes, ranging from ₹1.2 crore apartments to ₹22+ crore penthouses and bungalows. This content-driven strategy helps them reach premium buyers and NRIs looking for visually rich property information that other agencies rarely provide.
For any brands studying category disruption, Rama Realty offers invaluable lessons in treating properties as entertainment content, building personal brand authority and leveraging video platforms to reach audiences traditional agencies miss entirely.
Table of Contents:
- The Digital Disruption of Gujarat Real Estate
- Video-First Strategy: Treating Properties as Entertainment
- Luxury Positioning and Premium Market Focus
- Multi-Platform Digital Presence
- The Personal Brand Advantage
- Market Impact and Competitive Positioning
- Marketing Lessons for Real Estate Agencies
- Concluding Thoughts
- FAQs
The Digital Disruption of Gujarat Real Estate
Gujarat’s real estate ecosystem has primarily run on broker networks, site visits and basic listings. Most agencies relied on static photos and minimal descriptions. This created a visible gap between buyer expectations and market practices.
Founded by Darshak Rathod, Rama Realty recognised that premium buyers and NRIs were researching online long before visiting properties. Yet very few agencies offered structured digital content.
This gap became Rama Realty’s opportunity. Instead of incremental upgrades, they chose a digital-first model centred on video, consistent publishing and strong visual storytelling.
The Strategic Bet on Video
Rather than incrementally improving existing marketing tactics, Rama Realty made video content the foundation of its entire strategy. The agency invested in production equipment, developed in-house video editing capabilities and committed to publishing regular property tours across YouTube, Instagram and Facebook.
This wasn’t about adding video as a supplementary marketing channel. It was about building the entire brand around video-first storytelling, treating each property showcase as entertainment content that could attract, educate and convert high-value buyers.
Video-First Strategy: Treating Properties as Entertainment
Rama Realty’s video strategy goes far beyond basic property walkthroughs. The agency produces cinematic content that positions property viewing as entertainment and inspiration, not just transactional research.
Production Quality and Cinematic Approach
Rama Realty’s property videos feature professional cinematography with smooth camera movements, aerial drone shots showcasing property locations, detailed room-by-room tours highlighting finishes and features, natural lighting and colour grading that create aspirational aesthetics, and background music that enhances emotional engagement.
The production quality rivals real estate listings in global markets like Dubai or Singapore, creating immediate differentiation from competitors’ basic smartphone videos or static images.
Content Structure and Information Density
Each video follows a structured format: opening hook in Gujarati or Hindi to pull in the target audience, establishing property location and architecture, systematic room-by-room walkthroughs, close-ups of premium finishes and appliances, balcony and view showcases, amenity highlights (if applicable) and concluding with key property details and contact information.
The reels are short videos of usually 45-60 seconds, YT Videos typically run 5-15 minutes, providing comprehensive property information that eliminates multiple preliminary questions. This thoroughness serves high-value buyers who want detailed information before committing to in-person visits.
Volume and Consistency
Rama Realty maintains remarkable content velocity, publishing multiple property videos weekly across platforms. This consistent output ensures the agency maintains top-of-mind awareness amongst prospective buyers and demonstrates active market presence that builds credibility.
The volume strategy also creates a comprehensive portfolio that functions as both marketing content and a valuable inventory showcase. Buyers can browse dozens of properties virtually, narrowing choices before engaging directly with agents.
YouTube as Primary Platform
Whilst Instagram captures attention, YouTube serves as Rama Realty’s primary content repository. The platform’s search functionality allows buyers to discover properties through specific queries (e.g., “4BHK Bodakdev Ahmedabad”), creating evergreen visibility that traditional advertising can’t match.
YouTube’s recommendation algorithm surfaces Rama Realty videos to users watching related real estate content, expanding reach beyond the agency’s existing audience. Videos remain discoverable for years, providing sustained marketing value from single production investments.
Luxury Positioning and Premium Market Focus
Rama Realty deliberately positioned itself in the premium and luxury market segment, eschewing mass-market properties for high-value residential and commercial listings.
Target Audience: Ultra-High-Net-Worth Individuals and NRIs
The agency’s content targets affluent buyers with significant purchasing power. Property showcases feature 4BHK and 5BHK apartments, duplex penthouses, standalone bungalows and premium commercial spaces. Price points range from ₹1.2 crore to ₹22+ crore, far above average Ahmedabad property values.
This premium focus serves strategic purposes. High-value transactions generate substantial commissions from fewer deals. Luxury buyers demand professional service and comprehensive information, valuing agencies that provide sophisticated marketing. NRI buyers particularly rely on digital content, as they often cannot visit properties in person before shortlisting.
Property Presentation Standards
Rama Realty’s luxury positioning extends beyond property selection to presentation standards. Videos showcase properties at their aspirational best: professionally staged (when applicable), shot during optimal lighting conditions, highlighting architectural and design details and emphasising location advantages and lifestyle benefits.
The presentation communicates that Rama Realty handles premium properties deserving premium marketing, reinforcing the agency’s positioning amongst both buyers and sellers.
Multi-Platform Digital Presence
Rama Realty maintains an active presence across multiple digital platforms, each serving distinct strategic purposes.
Instagram: Visual Discovery and Engagement
With 332K+ followers, Instagram functions as Rama Realty’s primary discovery and engagement platform. The agency posts property highlights, short video tours, behind-the-scenes content and market updates. Instagram’s visual format suits luxury real estate marketing naturally.
Strategic tactics:
- Regular Reels showcasing property highlights in 30-90 second formats
- Stories providing daily updates and time-sensitive listings
- Carousel posts featuring multiple property angles
- Strategic hashtags (#ramarealty, #ahmedabadrealestate, #luxuryhomes) improving discoverability
- Engagement through comments and direct messages for lead capture
Instagram’s algorithm favours video content, particularly Reels, allowing Rama Realty to reach beyond existing followers to users interested in real estate, luxury lifestyle and Ahmedabad-related content.
Facebook: Community Building and Reach
With 200,000+ followers, Facebook serves slightly older demographics and provides community-building capabilities through comments and sharing. The platform’s groups functionality allows reaching buyers in specific interest communities.
Facebook’s longer-form video support accommodates full property tours, whilst the platform’s sharing mechanics enable word-of-mouth distribution amongst family and friend networks, crucial for major purchase decisions like property.
YouTube: Comprehensive Content Library
With over 170K subscribers, YouTube functions as Rama Realty’s video library and search discovery platform. Videos remain discoverable indefinitely through search and recommendations, creating compounding visibility value.
The platform’s longer video formats allow comprehensive property showcases that Instagram and Facebook don’t support. Buyers serious about properties often move from Instagram discovery to YouTube deep-dives before contacting agents.
The Personal Brand Advantage
Rama Realty’s success is inseparable from founder Darshak Rathod’s personal brand development. Rather than building an anonymous corporate agency brand, Rama Realty positions Darshak as the face of the business.
Founder-Led Content and Visibility
Darshak appears regularly in property videos, providing tours and commentary. This personal presence builds familiarity and trust. Buyers feel they’re engaging with a known individual rather than a faceless agency.
Personal branding creates competitive advantages in real estate, where trust and relationships drive major transactions. Buyers comfortable with Darshak’s on-camera persona are pre-qualified leads more likely to engage seriously.
Industry Recognition and Thought Leadership
Darshak’s LinkedIn presence positions him beyond property sales into industry thought leadership. He shares insights on real estate marketing, digital strategy and market trends, establishing authority that attracts both buyers and sellers.
His consistency has helped position him as a known face among Gujarat homebuyers and sellers. Several publications and even an advertising agency have highlighted his approach as an example of strong digital positioning in regional real estate, which even an experienced digital marketing agency would appreciate, considering the niche.
Market Impact and Competitive Positioning
Rama Realty’s digital-first approach created measurable market impact beyond follower counts and video views.
Competitive Differentiation
In Gujarat’s real estate market, where most agencies maintain minimal digital presence, Rama Realty’s video library and social following create massive visibility advantages. This top-of-mind awareness translates to inbound leads. Rather than cold-calling property owners or chasing referrals, Rama Realty attracts buyers proactively seeking properties, improving lead quality and conversion rates.
Geographic Reach Beyond Ahmedabad
Traditional agencies rely on local networks and walk-in traffic. Rama Realty’s digital presence reaches buyers across India and internationally. NRIs in the US, UK and the Middle East can discover Rama Realty through YouTube and Instagram, engaging remotely before visiting properties in person.
This geographic expansion would be impossible through traditional marketing channels, demonstrating how digital strategy enables market reach beyond physical constraints.
Marketing Lessons for Real Estate Agencies
Rama Realty’s strategy offers broadly applicable lessons for real estate marketing beyond Gujarat or luxury segments.
1. Content Quality Signals Property Quality
Rama Realty’s cinematic videos communicate that properties deserve professional presentation. This isn’t just marketing aesthetics; it’s strategic signalling. High-quality content attracts quality buyers and sellers whilst differentiating from competitors’ basic listings.
Even for experienced advertising agencies, it is very necessary to understand that investment in content production signals market positioning. Budget video suggests budget properties. Professional content attracts professional clients.
2. Video Content Creates Compounding Value
Unlike paid advertising that stops working when spending stops, Rama Realty’s video library continues generating leads years after production. A property tour published in 2020 remains discoverable through search in 2025, providing sustained marketing ROI.
Real estate agencies should view video production as asset creation, not expense. Each video adds to a permanent content library that compounds visibility and authority over time.
3. Platform Selection Should Match Buyer Behaviour
Rama Realty’s multi-platform presence recognises that buyers research across channels. Instagram captures attention. YouTube provides detailed information. Facebook enables sharing. WhatsApp facilitates communication. Omnichannel presence meets buyers where they are rather than forcing them to specific platforms.
Working with a digital marketing agency for real estate that understands platform-specific strategies ensures content is optimised for each channel’s unique audience behaviours and algorithms.
4. Personal Branding Accelerates Trust
Founder-led content creates familiarity and trust faster than corporate branding. In real estate, where relationships and trust drive transactions, personal brands provide significant advantages.
Agencies need not hide behind corporate anonymity. Showcasing principals and team members humanises the brand and accelerates relationship building with prospective clients.
5. Niche Focus Beats Broad Targeting
Rama Realty’s luxury positioning with regional communication sacrifices mass-market volume for premium segment dominance. This focus enables specialisation in property types, pricing knowledge and buyer preferences, creating expertise advantages.
Real estate agencies benefit from clear positioning. Being “the luxury property specialist” or “the commercial real estate expert” attracts relevant clients more effectively than being “a general property agent.”
6. Consistency Matters More Than Perfection
Rama Realty’s content velocity demonstrates that consistent publication beats perfectionism. Not every video achieves viral success, but consistent output maintains visibility and builds content libraries that capture search traffic.
Concluding Thoughts
Rama Realty’s transformation from a startup agency in 2017 to a digitally dominant real estate brand demonstrates how strategic marketing can overcome traditional competitive advantages. Without established broker networks or decades of market presence, Rama Realty built visibility and credibility through video content that showcased properties better than any competitor.
For prime real estate brands that work with a digital marketing agency, Rama Realty’s playbook offers a roadmap for digital transformation. The tactics (video production, social media presence, personal branding) are accessible to agencies of any size. What’s required is commitment to content consistency and willingness to market differently from competitors.
Whether you’re a real estate agency seeking to elevate your marketing or a developer looking to showcase properties effectively, the lesson is clear: in today’s digital-first world, your content quality directly reflects your service quality. Invest accordingly.
FAQs
Vasim Samadji is a partner at Flora Fountain, where he leads the Business and Marketing Strategy divisions. In a world where everyone is used to sugarcoating, his directness is often considered rude. But that shouldn't be a problem if you like the no-nonsense approach. Because he is a seasoned professional...