Track2Realty is an independent media group managed by a consortium of journalists. Starting as the first e-newspaper in the Indian real estate sector in 2011, the group has today evolved as a think-tank on the sector with specialized research reports and rating & ranking. We are editorially independent and free from commercial bias and/or influenced by investors or shareholders. Our editorial team has no clash of interest in practicing high quality journalism that is free, frank & fearless. Now you can subscribe our YouTube Channel @ https://www.youtube.com/channel/UClwlWQn4MUB7uVbQKsNEJzg
Track2Realty Exclusive: When it comes to buying the dream home that is largest investment one makes in the lifetime, the choice should ideally rest with the buyer. Ironically but true is the fact that in the property market majority of the beggars…oops buyers are not choosers, unless one has the deep pockets for privileged condominiums.
Track2Realty: Kumar Urban Development Ltd (KUL) has launched a high-end, luxury residential project based on anthropological engineering. Located at Worli in Central Mumbai, this 400 ft high-rise tower called KUL Couture is designed to have just 40 exclusive units, with 2 flats per floor and a breathtaking view of the Arabian Sea.
Track2Realty: Mahagun has launched “Mahagun Mirabella”, a roman themed luxurious residential project at sector 79 Noida. Mahagun Mirabella claims to blend the architectural grandeur of the Roman Civilization with the modern luxury of the 21st century as one of the finest expressions of verdant lifestyle.
Track2Realty Exclusive: Brands in general and luxury brands in particular are scaled up on the 8 Ps—Performance, Paucity, Persona, Public Relations, Placement, Personal Touch, Pedigree and Public Figure. Bhawna Modgil tries to scale up the Indian real estate on the given 8 Ps to measure how each of the metrics of branding has been redefined by the developer; not to customise it to the Indian sensibilities but to satisfy their ego, misplaced conviction of brand positioning and assuming sales calls as the branding ROI.
Track2Realty Survey: The question is what shapes public perception as far as brand premium of a real estate company is concerned? User experience and word of mouth publicity is what matters to them and advertising is nothing more than a medium to know about the new launches.
Track2Realty Exclusive: One mistake that the Indian realtors have been doing is to go for a cheap and easy way to establish brand recognition is through technology, especially popular mediums like blogs, Facebook and Twitter, which help them build relationship with their clients.
Track2Realty Exclusive: The opening up of retail in multi-brand and single brand is likely to push up the demand for more space throughout the country. On a rough estimate, this sub-segment needs, over the next few years, close to 20 million sq feet of space, which have to be built in accordance with the international standards.
Track2Realty Exclusive: In one of the classic example, one of the advertising agency recently came out with a creative idea of suggesting the name of the project as 1947. The spacious luxury flat’s advertising was suggested to be played around the concept of freedom—from space crunch, parking mess, traffic snarls etc. with the tag line “when every lips had one word freedom this apartment was conceptualised”. Result: the agency was asked to get out of the hangover of being ‘creative’ or leave.
Track2Realty-Agencies: Real estate developer Emaar MGF Land Ltd has been directed by the apex consumer forum to refund Rs 2.4 lakh to a man for “deficiency” in service in connection with booking of a residential plot in Mohali.
Track2Realty Survey: 70 per cent of the Indians who have either bought a house or are planning to buy believe brand reputation only amounts to the developers’ past projects. More than that, 78 per cent maintain the track record of timely delivery of the project is the best way to judge the developers’ brand.