Track2Realty Exclusive: Once a promise has been defined, all the customer touch points need to be mapped. Everything from the website to marketing collateral to what the CEO says about the company to how the telephone is answered at corporate headquarters should reflect the promise of the corporate brand.
Track2Realty: Launch of new homes dropped by 12 per cent to over 1.72 lakh units so far during this calendar year in the eight major cities due to cautious approach by developers in view of slowdown in demand, according to global property consultant Cushman & Wakefield.
Track2Realty Exclusive: Had people who conceptualised the idea of Facebook & Twitter been from the Indian real estate, they would have by now thrown open a BIG IDEA where the cost of running a country like India could have been brought to almost negligible having social media its way. The law makers would not have the trouble of travelling all their way to Parliament from respective constituencies in the remote areas.
Track2Realty Exclusive: To say that the year 2013 has been stressful for the Indian real estate would be like stating the obvious. A major reason why the sector could not perform up to its true potential this year is the negative market sentiments.
Track2Realty Exclusive: A property analyst new in the Gujarat market wondered, “If Ahmedabad is not about satellite living, how come Bopal is a property hotspot?” Well, the curiosity is not without valid reason. Bopal is a classic case of a satellite town in which defies the conventional concept of satellite townships. Bopal has been witness to a massive growth in infrastructure the last 5 to 7 years, and that makes it look like the extension of another property hotspot in Ahmedabad itself.
Track2Realty Exclusive: Brand managers of the companies who have been into strategising at the bottom of the pyramid wish it is high time credible bodies initiate measures on this front in the public domain. On the other hand, private equity funds in their due diligence reports (privately) do accord importance to this aspect.
Track2Realty Exclusive: Media perception is not much different than public perception in developing brand. It depends on how media plays down. 50 per cent of the media is honest in promoting actual brand worthiness but few media also carries planted articles or on the contrary, prevents negative articles in exchange of media barter deals.
Track2Realty: Investments in real estate total value of announced private equity transactions in the real estate for the first three quarters of 2013 were recorded at INR 4,716 crores (USD 755million), witnessing an increase of 26% compared to the first three quarters of 2012 (INR 3,750 crores / USD 704 million).
Track2Realty Exclusive: If you think buyers’ market is a myth in Indian real estate, probably you have not been exposed to Coimbatore real estate. Furthermore, if you feel buyers’ market is an off shoot of crisis in the property market where the developers have gone belly up to go for distress sale, again experience this as a myth and not reality in Coimbatore property.
Track2Realty Exclusive: It is relatively easier to plan a real estate project’s brand positioning in the high-end category where overboard advertising creates the top-of-the-mind recall value. Though many carry home the perception that branding is about ATL (Above the Line) activities for premium projects; fact of the matter is that branding at the bottom of the pyramid is even more challenging.