By: Ravi Sinha
Track2Realty Exclusive: The perception of a sluggish market in Delhi-NCR is actually borne out of mistaken understanding of the developers’ marketing push.
For example, on the revival indicators many think too much of advertisements are desperate measures to push up the sales because the sales are very low. But t is one of the signs of recovery because if the new launches are not coming, how can one advertise and one can see all sorts of media full with the advertisements.
The market seems to have moved ahead of Noida Extension problems in 2011, when suddenly there was a massive shortfall in the advertisements during that period and now the developers are back with the new launches.
Abhay Kumar, CMD of Grih Pravesh Buildtech says the biggest learning has been that the tried and tested marketing format of underwriters and brokers are not working well now.
This format itself was faulty due to indirect responsibility towards the customers. Gradually and surely customer is understanding this conceptual error and hence the developers are changing their strategy.
A customer now wants to deal directly with the person who is responsible for the said delivery of the project.
“I have tried the ‘Referral Marketing’ concept and it has worked pretty well for me. Since I am fresh entrant in the NCR market, as most of my work was in Maharashtra and that too in some other brand names, I froze the concept of “Referral Marketing” for this project. Since we have not cut corners as far as the quality of project is concerned we also needed the rock solid idea for selling and I had full confidence that this idea is working,” says Kumar.
…..to be continued
