Sinar Mas Land: Creating connected customer experiences with omnichannel strategy 

Indonesia’s real estate market has experienced substantial growth and digital transformation over the past decade. From online listings and virtual property tours to digital transactions, real estate brands are increasingly adopting innovative technologies to improve operational efficiency and deliver improved customer experience.

We sat down with Aji Rachman, Senior VP Customer Relation & Service Quality at  Sinar Mas Land to learn what’s driving customer experience in the real estate market of Indonesia and how their brand manages to stay on top.

According to Rachman, customer experience directly impacts trust, loyalty, and referrals in the real estate business. Customers expect fast, seamless, 24/7 support across multiple channels, and delayed follow-up can result in lost leads or damaged reputation, so providing seamless experiences is critical for them.  

Conversational messaging: An important CX attribute

Nowadays, customer expectations have changed. They expect fast and clear responses from brands, whether they are enquiring about a property listing or billing information.

Given the high-value nature of real estate transactions, customers often prefer to interact with company representatives regarding down payments, interest rates, EMIs, and more, even before visiting any property site.

Traditional channels like email or SMS often prove insufficient to build engagement as customers seek real-time interaction, making conversational messaging important for brands. 

In Indonesia, conversational messaging is gaining huge traction. According to our Messaging Trends Report 2025, we have seen a 59% increase in messaging interactions on our platform, with WhatsApp usage alone increasing by 110%. 

WhatsApp: The communication channel of choice 

Indonesia has the 3rd largest WhatsApp user base in the world, with a penetration rate of 91%.  Around 112 million people use WhatsApp in the country, which makes it an ideal channel for businesses to remain connected with their customers. 

Sinar Mas Land made WhatsApp its primary communication tool for engaging with clients and supporting its real estate operations. The company has also started using WhatsApp Business Calling to provide seamless voice support to its customers. 

How to build an omnichannel customer journey 

Single-channel communication is no longer effective as modern customers hop between platforms and channels. This makes it important for brands to adopt an omnichannel approach that facilitates consistent customer communication across all devices, platforms, and channels. 

Sinar Mas Land has adopted an omnichannel strategy unifying WhatsApp, social media, and email. For example, WhatsApp is used for FAQs, lead generation, and booking appointments, while email is leveraged for more formal or complex issues.

The synergy across platforms ensures customers don’t need to repeat information and can access support on their preferred channel. By creating an omnichannel environment, the real estate giant was able to reduce agent workload, speed up lead conversion time, and ensure better SLA compliance.  

Creating a unified communication experience 

Brands often fragment their channel-specific communication, resulting in customers receiving duplicated or irrelevant messages. For example, when customers change their communication channel in the middle of a conversation or reconnect with the brand later, the context gets lost, and customers have to repeat their queries, resulting in increased dissatisfaction.  

Disjointed communication leads to confusion and misinterpretations of facts, affecting the team’s productivity. As per our conversational CX Maturity Report, 51% of brands struggle with fragmented tools that aren’t aligned or synced.

We enabled Sinar Mas Land to overcome fragmented communication and inefficiencies through our customer experience suite: 

• Chatbot building platform
• Cloud contact center solution
• Customer data platform

The result was a unified communication experience for the customers and a higher satisfaction score. For Sinar Mas Land, moving to a more organized system enabled them to have full visibility of customer interactions and intelligent routing of conversations.  

Innovation for CX transformation

To sustain this competitive business environment, brands must stay agile and proactive in adopting emerging technologies. Communication trends keep changing, and what is considered important today may not be relevant tomorrow, so businesses must be innovative. Sinar Mas Land has been a forerunner in experimenting with innovative technologies to make their processes better.

According to Rachman, the company has been exploring the use of customer data for personalized promotions to make after-sales service a key growth lever.  And to support these futuristic goals, the company thinks GenAI would play a key role.  

Automation & AI: The future of real estate communication 

As the digital shift accelerates, real estate players will not hesitate to adopt innovative solutions and new technologies. 

Rachman states, “Trends like AI-powered chatbots, conversational messaging, and hyper-personalization will become increasingly important. Automation, such as recommendation tagging, priority tags, and seamless transfer to agents, will allow real estate companies to scale efficiently while still offering tailored interactions.” 

Use of advanced AI technologies like Generative AI and Agentic AI will help brands respond to customer inquiries faster and deliver human-like responses.  

Infobip x Sinar Mas Land: A partnership that brings results 

We are not just a technology solution provider but a strategic communication partner of Sinar Mas Land. We have helped the company enhance its communication process and create a holistic customer experience environment.  

As Rachman puts it, “Infobip offered not just a technical solution, but a strategic partnership. Their ability to unify multiple communication channels into a single platform was a decisive factor. It helps us streamline customer interactions, ensure faster response times, and deliver consistent, personalized experiences. They help us stay ahead in delivering a modern, customer-first experience.” 

Sinar Mas Land’s journey demonstrates how a forward-thinking business can transform its communication process by embracing omnichannel communication. As a global technology provider, we have been helping many businesses like Sinar Mas Land adopt conversational messaging, AI, and innovative technologies to improve their customer experience.