Track2Realty Exclusive: Many luxury brands have a rich pedigree, seventh P of branding, and extraordinary history that become an inseparable part of the brand story. The mystique and the legend is generally built around the exceptional emotive founder character of past.
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 it comes to the first P, that is Performance, the brand is measured at two levels—product level and experience level. At the product level, it must satisfy the functional and utilitarian characteristic as well as deliver on its practical physical attributes. It must stand up to the expected quality or design excellence ingredients like creativity, exclusivity, craftsmanship, precision, materials, high quality & innovation.
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 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 Survey: 70 per cent of the Indians who have either bought a house or are planning to buy believe brand reputation only amounts to the developers’ past projects. More than that, 78 per cent maintain the track record of timely delivery of the project is the best way to judge the developers’ brand.
Track2Realty Exclusive: As more and more real estate companies are getting bullish over branding in a cut-throat market, adapting to emerging business models and today’s Facebook culture, this survey tried to figure out whether they are being forced to transform their image or is it just a natural evolution of the sector on holistic branding parameters.
Track2Realty Exclusive: Call it controversial, blame it to be provocative or just dismiss it against the ethos of prudish Indian culture, but sex has been the tried and tested mantra of selling in advertising. Real estate the world over has courted this formula not just with sexually inducive advertising but as a holistic mantra of marketing, even when the campaign has attracted widespread criticism.
Track2Realty Exclusive: As humans, our primary need is to stay connected and clubs are one place where we can meet like-minded people and exchange thoughts and ideas while having a good time. Track2Realty explores how this change of taste is giving conventional need of housing a new paradigm shift where a club is not just important, but essential component of a housing project.
Track2Realty Exclusive: Realtors are also increasingly smarting to deal with the criticism as digital media is proving to be a deadly two-way weapon. Ravi Saund, COO of CHD Developers asserts it has not deterred them in any way; it has only helped in getting closer to the customer base and understand their needs and expectations from a developer in today’s market.