Track2Realty Exclusive: A leading Indian real estate company recently invited pitch from the PR agencies for its prestigious account. The short listed PR agencies were given a level playing field and there had been nothing to suggest any element of favouritism when one of the PR Agencies clinched the deal on the merits of its exposure in the given industry.
Track2Realty Exclusive: Public Relations or the PR stands for different things to different people in this part of the world. In the business of Indian real estate the philosophy is how much coverage do I get by paying how less. And only developers are not to be blamed for this since agencies understand the psychology of developers and tend to over-promise, thanks to the cut-throat competition in the business.
Track2Realty Exclusive: Call it stale or repetitive but real estate advertising has always been too sales-centric with no thrust on building the iconic brand. Though the sector has matured on several other parameters of corporate quotient, and charging for the brand premium seems to be on top priority; still the advertising has been by and large project driven.
Track2Realty-Agencies: India’s diversified group Godrej says its fast growing realty estate business could become the biggest venture for the conglomerate in the next 10 years.
Track2Realty studies the role of brand ambassadors in the Indian real estate as the advertisements are often blamed to be not just aspirational but misleading as well. How far celebrity endorsement helps the company and to what extent their celebrity status gets affected by a sector where trust deficit is pretty high
Track2Realty Exclusive: Media creates perception in the collective consciousness that realty debts are a cause of concern. It is generally assumed that a debt-ridden company is not the right one to invest. However, business cycle of some of these over leveraged companies is not just better than peers, but also high in terms of brand equity. Track2Realty finds that over projected magnitude of realty debt may or may not be a reality.
Track2Realty Exclusive: A Crisil Research report maintains that absorption of new residential units across six key cities is likely to increase at a compounded annual growth rate of 7 per cent in the next two years, with Mumbai registering the highest CAGR of 14 per cent in the next two years due to huge pent-up demand. Meanwhile, the Bangalore realty market is likely to see a stable rise in sales with firms such as Sobha Developers Ltd and Prestige Estates Ltd benefiting.
Track2Realty Exclusive: Many such mothers as real estate professionals feel that the real estate sector with its steel, concrete, bricks and mortar requires not only aggression, power, dominance and vigour but it also involves a lot of site related work, travelling and people involved deal with the inherent malice in the industry.
Track2Realty Exclusive: First influencers, then catalysts and now storming into what can be conveniently called last male bastion—Real Estate. Indian women have indeed come a long way to prove that a challenging job of realty business is not a taboo for them. Even some of the mothers have excelled in real estate along with the family responsibilities and upbringing of the children. Track2Realty takes a few of such Case Studies.
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.