Track2Realty Exclusive: It has often been argued that Indian realty needs to adopt best practices and improve brand image as the sector defends its rough ride on the learning curves. If adopting Corporate Social Responsibility (CSR), retaining employees, inculcating brand loyalty and earning buyers’ trust are some of the best practices that can address the perception issues of Indian real estate, then the sector has to walk a long road ahead.
Track2Realty: The alarm on a tough upcoming budget was sounded when the newly elected Prime Minister said that “time has come to take tough decisions in the interest of the nation. Prime Minister Narendra Modi is taking all due measures towards his vision of a ‘Shresht Bharat’, amidst some calibrated tough measures.
Track2Realty: Maharashtra Government will soon come out with cluster development policy. This was announced on Friday, June 27, by Sachin Ahir, Minister of State for Housing, Slum Improvement, Housing Repairs and Reconstruction, Urban Land Ceiling, Industries, Mines, Transport, Environment and Parliamentary Affairs. He was speaking at the real estate conclave organised by Confederation of Indian Industry (CII) in Mumbai.
Track2Realty Exclusive: As a brand management professional, I am often asked as to which industry in India needs branding the most. Without any second thoughts, my answer is real estate. Prima facie that may sound very counterintuitive as real estate is after all a big advertising spender.
Track2Realty Exclusive: One mistake that the Indian realtors have been doing is to go for a cheap and easy way to establish brand recognition is through technology, especially popular mediums like blogs, Facebook and Twitter, which help them build relationship with their clients.
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.
Track2Realty Exclusive: The debate over promoter driven versus professional driven also brings to the table the fundamental question as to whether the entry of corporates into the business has changed the outlook of real estate in India. Have they brought about transparency and corporate governance?
Track2Realty Exclusive: Consumer rights advocate Lakhendra Singh is even more forthright when he says if CCI has to establish its credibility in the collective conscience; it must make its economic analysis more scientific and full-proof. There can’t be different parameters of defining relevant geographic market and product category for different real estate companies. According to him, CCI instead of being seen as an anti-monopoly watchdog and inspiring confidence has, of late, been in the news for consumer activism.
Track2Realty Exclusive: The perception of a sluggish market in Delhi-NCR is actually borne out of mistaken understanding of the developers’ marketing push.