Balancing branding at the bottom & top of the pyramid
Track2Realty Exclusive: In recent times a lot of people have asked me as to whether Omkar Realtors is making a strategic shift from the slum redevelopment to super luxury segment.
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Wrong brand positioning is faulty project planning-I
Track2Realty Exclusive: In today’s real estate market where projects are more often than not adding only to the inventory, marketing department of respective companies are wondering as to what went wrong in the brand positioning of the project.
Luxury projects a flagship for brand value of developers-II
Track2Realty Exclusive: The question before Indian real estate today is what makes a luxury living? Is it high-end apartments? No. Luxury living is creating an ambience in totality that not just matches the aspiration level, but exceeds it.
Luxury projects a flagship for brand value of developers-I
Track2Realty Exclusive: Crème de la crème real estate project for the upscale and upmarket buyers is an ambition that is driving the developers across the country. It seems the Indian real estate has woken up to the reality that the destination of brand positioning is ‘luxury’ and as Track2Realty finds, in this rat race the term is so over-used and abused that it has lost its relevance. From high-end condominiums to affordable, the tag of luxury seems to be the biggest brand driver for the sector.
Realty brand positioning not connecting with home buyers-III
Track2Realty Survey: Is a buyer ready to pay premium for the brand reputation of the developer? Majority of the brand conscious buyers’ say ‘NO’ unless the big brand has offering to match the high price and differentiate the product. In the high-end category, 40 per cent of the buyers are ready to pay a premium.
Scaling real estate on the promised 8 Ps-I
Track2Realty Exclusive: Brands in general and luxury brands in particular are scaled up on the 8 Ps—Performance, Paucity, Persona, Public Relations, Placement, Personal Touch, Pedigree and Public Figure. Bhawna Modgil tries to scale up the Indian real estate on the given 8 Ps to measure how each of the metrics of branding has been redefined by the developer; not to customise it to the Indian sensibilities but to satisfy their ego, misplaced conviction of brand positioning and assuming sales calls as the branding ROI.
Realty brand positioning not connecting with home buyers-II
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.
Realty ads lack class, top creative agencies reluctant to serve the sector-II
Track2Realty Exclusive: In one of the classic example, one of the advertising agency recently came out with a creative idea of suggesting the name of the project as 1947. The spacious luxury flat’s advertising was suggested to be played around the concept of freedom—from space crunch, parking mess, traffic snarls etc. with the tag line “when every lips had one word freedom this apartment was conceptualised”. Result: the agency was asked to get out of the hangover of being ‘creative’ or leave.
Real estate’s share in GDP estimated at 6.3%: Report
Track2Realty-Agencies: The contribution of the real estate sector to India’s GDP has been estimated at 6.3 per cent in 2013, and the segment is expected to generate 7.6 million jobs in the same period, according to a report.
Realty as drivers of US investment in India
Track2Realty Exclusive: The multiplier effect of real estate sector and its capacity for generating employment is well recognized. It is estimated that the sector contributes close to 6 per cent to the gross domestic product (GDP) of India and is estimated to be growing at 20 per cent per annum.