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: Marketing head of a leading real estate company admits that sex is here to stay in advertising but there is a fine line, and all too often these days brands are stepping way over the line. However, if you are advertising a male deodorant or lingerie, you would be a fool to overlook such a strong selling mechanism.
Track2Realty Exclusive: In Mumbai Kohinoor City has a club house with wide range of international standard gymnasium equipments, rubberized jogging track, badminton court with herculean flooring, squash & table tennis court with wooden flooring, lawn tennis, swimming pool with Jacuzzi, steam rooms, yoga room, carom & pool room, cricket ground and even amphitheatre.
Track2Realty Exclusive: Some of the companies are using online media for generating sales lead; while others are focused on customer relations. With the medium new and realty more or less reluctant in the initial stages, there are very few who are actually understanding the medium and adapting themselves to what others think as a necessary evil. Tata Housing believes in using the medium for engaging with the customers more than just generating sales leads. Brotin Banerjee, MD & CEO of Tata Housing shares with Track2Realty how they strategise their social media usage. Excerpts of the interview:
Track2Realty Exclusive: With realty being a micro market driven business and land a state subject, dealing with the government machinery has a different challenge in many of these cities.
Track2Realty Exclusive: Realty is predominantly a regional business, primarily on account of land being a state subject. Therefore it is a tough task for one single body or association to represent the views and opinions of all stakeholders in the sector.
Track2Realty: The greatest opportunity and challenge to India’s growth is infrastructure and the greatest challenge to the growth of infrastructure is risks – anticipated and unforeseen – that is part of any project. Risk and its effective mitigation were discussed at Confederation of Indian Industry’s (CII) & CBRE’s flagship event the 2nd Edition of the Conference on Infrastructure Project Management with the theme ‘Risk Management in Projects’. CBRE is the Knowledge Partner for the Conference on Thursday, April 25.
Track2Realty-Agencies: In a move aimed at providing a major fillip to the construction sector, the Centre is likely to come up with a ‘single window’ system for the country’s real estate sector soon, Union Minister for Housing and Urban Poverty alleviation (HUPA) Ajay Maken said in New Delhi on Sunday, March 24.
Track2Realty Exclusive: Kolkata stands out as a case study in land prices suddenly hitting northwards. It has defied the overall slowdown in the real estate sector and exorbitant land prices are pushing housing prices in Kolkata.
Track2Realty-Agencies: The Finance Ministry has expressed the view that the Reserve Bank should allow real estate companies and broking firms to set up banks as adequate safeguards will be there to prevent exposure of promoters to related entities.