Track2Realty Exclusive: In general branding in smaller towns is more focused on project. However, an equal emphasis on corporate branding should remain the strategy. It is very important to stress upon the brand to make the consumer aware of the strength of the company and assure them of the safety of their investment. This is where brand positioning is important in the initial stage. However, once the credibility is established, project branding assumes centre stage.

Track2Realty Exclusive: When we moved out of the comfort zone of metro city, the first question people asked us was how can we meet up with the challenge of leveraging our brand positioning in other geographical markets? Real estate, after all, is a micro market business and branding the realty has by and large presumed to be a metro phenomenon.

Track2Realty Exclusive: With realty being a micro market driven business and land a state subject, dealing with the government machinery has a different challenge in many of these cities.

Track2Realty Exclusive: Property market in India is no more metro centric as major national players have already made an entry into tier II and III cities across India. An extended period of high interest rate have dissuaded buyers in metros to move towards more affordable housing in tier II and III cities, as these cities have the potential to fetch higher rentals as well.

Track2Realty Exclusive: It is true that the property investment pattern of young professionals is changing as they are no longer demand drivers of metro property and want to invest in tier-II and III cities.