Track2Realty Exclusive: Placement stands as the fifth P of branding. The built environment in branding is all about heightening the customer’s experience and amplifying the aura of brand’s essence. Hence, the branded environment, the moment of truth, is where it must live the brand by staging immaculate detailing that engages all senses of the discerning luxury consumer.
Track2Realty Survey: What has been a surprise finding of the survey is the fact that radio, a medium of the past that has reinvented itself in recent years, is a very powerful tool to capture the home buyers’ attention. 62 per cent of the home buyers’ even recall the radio jingle of the projects and that is too high a dividend for the top-of-the-mind recall value of the brand. However, the rate of this interest translating into buying decision depends on a number of other factors.
Track2Realty Exclusive: When we conceptualised the idea of having a jury to rate and rank the realty companies, added with our conducting a pan-India survey to understand what shapes the brand perception of real estate companies and how the leading companies fare on the given parameter, we felt something is still missing in our analysis.
Track2Realty Exclusive: Persona stands for the third P and it is something that has been all elusive in the real estate. The persona of a luxury brand is largely a consequence of distinctive projection and coherence of the application. The visual brand identity captures the brand’s personality, mystique & emotional values in a nutshell.
Track2Realty Survey: In this mismatch of segmentation, actual buyers are neglected in holistic branding of the company. However, it is the consumers who play a huge role in determining the credibility of a brand. It is not just the word of mouth publicity, or the lack of it, that is the reason to keep the promise to the customers; rather it also saves money to do crisis management against the negative campaign.
Track2Realty Exclusive: Even if I compromise with what I want and surrender to what I need, as per the definition of realtor/broker, will I get my house possession on time? Will the construction be as good and space as much as promised?
Track2Realty: In the latest phase of the company’s growth in India, Cushman & Wakefield has expanded operations in Kolkata and acquired the entire team of Lemongrass Advisors, a well-respected real estate consultancy firm in Kolkata and Eastern India.
Track2Realty Exclusive: In the pre-2008 era, print spends were high. Since then the global economic recession and resultant decline in sales have compelled marketers to explore alternative channels. Subsequently, internet marketing which up till then meant having a website, morphed into a lead-generation and branding tool.
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: 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.