Ever since the beginning of the year 2023, the real estate industry stakeholders are going gaga with the narrative of a turnaround year. It is not that such misplaced optimism has not hurt their cause in the past, but the leading voices of the sector seem to believe that a false narrative would goad the home buyers to make a beeline at the sales office. The industry narrative is hence tilted towards what could easily be vouchsafed as misplaced optimism.
Real estate in general and its future growth in particular is defined by its demand drivers. It is relatively easier to forecast the demand drivers in the residential sector. Reason being that the economic activities indicate the migration of the workforce and hence inherent need for housing. However, to forecast the emerging economic activity, both sector wise and region wise, is more often than not guesstimate, finds Track2Realty.
In an interesting year when Godrej Properties lost its sheen, Sobha Limited yet again bounced back as the National Brand Leader after a gap of 2 years. The 10th edition of Track2Realty BrandXReport 2021-22 finds that the market perception vis-à-vis the brands could change dramatically, and it takes all the more care to retain the Brand Leadership than reaching at the top.
2021 was expected to be the year of recovery for the Indian real estate that weathered the black swan of Covid in the preceding year. Throughout the year the developers put up a brave face and the industry data of the top listed developers was enough to keep the prophets of doomsday in silence. However, the closer look at the sector and the large universe of the developers raises more questions than what it could answer during the turbulent year. Track2Realty looks in to look ahead.
I often get amused when I get into the details of the industry survey that shouts at the top of its voice – “All is Well”. Some of these industry reports claiming the business to be witness to higher consumer sentiment are based on the feedback of connected parties like developers, banks, financial institutions and private equity players. All in all, it’s a family cycle where everyone is desperate to beg, borrow or steal for sale. The most important stakeholder – the home buyer – whose sentiment is being tracked is better left out in this mutual appreciation club of vested interests.
When it comes to the recovery of the asset class, the market doesn’t spread its gift with equal generosity. The historic high growth curve of the stock market post Covid crash in March 2020 didn’t make every company’s share valuable. Similarly, in real estate there are certainly some clear winners & losers during the pandemic, finds Track2Realty analysis.
Will the festive season of 2021 change the course of real estate is something that most of the analysts are curious to see. The festive season has just started and it is too early to guesstimate the exact sales volume & value growth at this point of time. But with a closer look at the Indian housing market one can probably vouchsafe that there are more catalysts of optimism than pessimism. How far this optimism is sentiment driven and to what extent the economic fundamentals support the business take-up is something that needs to be evaluated.
Godrej Properties has strengthened its brand leadership for the 2nd consecutive year. The 9th edition of Track2Realty BrandXReport 2020-21 finds that the K-shaped recovery in the Indian real estate has helped most of the organized developers with corporate governance, at the cost of the large universe of the companies operating like personal fiefdoms.
Residential markets such as Bengaluru, Chennai, Kolkata, Delhi and more have witnessed price corrections ranging from 1%-2.3% during the quarter, suggesting the solidity of the housing sector even in difficult times. However, with this price increase, you will still come across certain real estate brands offering discounts and continuing to sell at the previous cost of construction. In such a scenario, how does one choose the real estate player who is honest and fair in his dealings? My simple answer would be go with a genuine brand but how does one identify what is genuine.
Berkshire Hathway HomeServices, the real estate brokerage arm of global investor Warren Buffet has entered into the Indian market through its tie-up with Orenda India. Sanya Aeren, its Chief Advisor-Marketing & Communication, says the global best practices of Berkshire and the huge untapped opportunities in the Indian market would position this alliance into the top league. In an Exclusive Interview with Ravi Sinha, she spells out her plans to organize the property brokerage, penetrate deep into the market and also give a new experience to the investors. Excerpts of the interview: