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 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: Isn’t it ironical that the second largest advertiser in the Indian media space is not attracting the best of creative talent and seen as stale and repetitive in the collective consciousness?
Track2Realty Exclusive: It seems misleading realty advertisements and promotions are not just Indian market specific but a global trend. While the Indian developers are being asked to stop misleading ads, misleading news with realty/marketing companies’ employees as potential buyers has been reported in other parts of the world.
Track2Realty Exclusive: Not all stories are such fairy tales in the covert clash of mindset between the second generation and their predecessors. When Ratnesh Shah (name changed on request) joined the real estate business that his father had raised from the scratch after a long stint as broker, he had pretty discomfort, not just with the unorganised and unregulated nature of the business, but even more with the opaque way his own organisation used to operate.
Track2Realty Exclusive: Clash of generation in Indian business is no secret. However, when it comes to the second generation in Indian realty, the gap gets even wider since suave & sophistication that often comes with their foreign degree is in sharp contrast to the complex nature of business.
Track2Realty: The real estate sector has been hoping against hope that the rates will be marginally cut in order to keep the sentiments bullish. Reports of foreign funds warming up and the substantial contribution of the sector, 6 plus to the Indian GDP was also being seen as an indication of why the policies would be eased.
Track2Realty-Agencies: Reliance Communications will spin off its real estate business into a separately listed unit, a move the country’s third largest mobile phone carrier by customers said was to focus on its core business.
Track2Realty Exclusive: Many within the sector admit it is more often the case of lacking USP of the project added with the faulty communication and branding. This is being compensated by frivolous features which may bring the footfall but hardly translates into buying.
Track2Realty Exclusive: With inventory piling up, interest on debt burden squeezing, all tried & tested marketing mantra failing flat and festive season hardly escalating sales drive; the realtors have suddenly woken up to the reality that their marketing format needs a makeover, if not completely to be thrown out of the window.