Track2Realty Exclusive: Though, a strong branding strategy could help deliver significant economic gains to developers, too much branding must be avoided as it doesn’t add any value. Developers should avoid excessive branding such as branding every single building or every single aspect of a project.
Track2Realty Exclusive: A sound marketing and communication strategy is essential for supporting the brand and its activities. Over last few years, several new marketing and communication channels have opened up. Among the most prominent channel is the internet.
Track2Realty Exclusive: Branding is about building strong relationship between an organization and its stakeholders, which are generally its customers. It involves establishing strong trust, connection and affinity with the general public.
Track2Realty Exclusive: Till very recently, unlike several other industries, real estate used to take a back seat in times of a sluggish market or when there was some controversy around. Any negative market sentiment or slowdown more often than not led to newspapers’ property supplements growing thinner and vacant hoardings in and around city becoming common. Prima facie it was seen to be a sales driven exercise where real estate companies’ approach has been to advertise for selling their product and not creating a brand icon. But that seems to be only half the truth in today’s context as the sector is doling out more money for advertising despite slowdown.
Track2Realty Exclusive: Subvention schemes have gained popularity with developers in the North India, particularly after the economic slowdown. The scheme conceived by developers in conjunction with banks, allows the home loan applicant to defer EMIs and interest payments, on a property under construction, for the first two years of the loan period.
Track2Realty Exclusive: The current environment necessitates greater discipline in marketing, steered by a well-conceived strategy. Absorption levels in many cities, both in the residential and commercial segments would indicate that developers are carrying surplus inventory on their balance-sheets.
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: Parsvnath Developers has attempted an image makeover with a marketing scheme and new corporate identity which symbolizes transformation, freshness and simplicity. It also announced its strategy and plan for today’s dynamic business environment.
In the environment of cut-throat competition which exists in the Indian real estate market today, developers without a forward-looking marketing plan for their projects often lose out.