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Real Estate Showing Signs of Resurgence

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Real Estate Showing Signs of Resurgence

The Indian real estate has witnessed some really interesting chain of events over the past one year such as demonetisation, GST, RERA and PMAY. The repercussions can be felt in the sector post these events, with changes being noticed within the existing norms in the real estate industry. While everyone was more focused on these events, many have ignored the changing trends in consumer demand which is showing signs of revival. While the prices in real estate industry, over the last 2 years, have been mainly flat and transactions rolling downhill, recent figures suggest that consumer demand is showing signs of resurgence.

According to recent data, there’s a 51% rise in the number of property buyers in the last 12 months, with the number of active property buyers rising from 3.4 lacs in July, 2016 to 5.3 lacs in June, 2017. Another interesting aspect is that the number of new property buyers entering the market has jumped by 25% from 2 lacs to 2.5 lacs in the same period.

Real Estate Showing Signs of Resurgence

On the other hand, the number of old property buyers has doubled from 1.4 lacs to 2.8 lacs. Old property buyers are defined as those who have been in the market for more than a month. The way the number of new property buyers entering the market is going up is indeed a noteworthy sign of recovery. The reason for rise in the number of old property buyers is mainly due to the fact that consumers are taking longer to decide on buying a property, as a result they are in the market for longer period of time.

If we take a closer look, the highest demand has been noticed in the 0-80 lacs budget segment and the demand in the sector has also grown by huge margin of 73% over the last year followed by the mid-market and luxury segments which has grown by 28% and 13% respectively. However, it has to be kept in mind that the growth in property buyers is not uniform across all cities. Cities like Hyderabad, Chennai, Kolkata and Mumbai have shown better figures in terms rising demand.

Real Estate Showing Signs of Resurgence

Steady completion of ongoing projects, implementation of RERA, changes in home loan rates, government’s constant focus on affordable housing through schemes like PMAY and CLSS and rapid urbanisation are considered to be some of the key factors that are attracting new home buyers in the market. Buying a new home is still a potential prospect among Indian consumers.Real Estate Showing Signs of Resurgence

Obviously, the number of transactions in the real market is nowhere near to these numbers yet, but the increase in the number of property seekers is definitely a positive sign for the Indian real estate industry. It is yet to been seen, how well the industry is able to cash in the on the rising demand into actual transaction, specially with the festive season getting closer which will truly determine whether the industry is indeed on the path of a sustained revival.

Also Read: The Future Of Indian Real Estate Market

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Magicbricks Ads Singing And Dancing To Housing

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Magicbricks Ads Singing And Dancing To Housing

Magicbricks, the online real estate portal, launched India’s first musical real estate commercial. The platform offers over 14 lakh listed properties. With the dancing and the song ‘Property Ka Supermarket’ they hope to offer a shot of positivity.

The ad is about a young couple who are looking for their perfect home while sitting on their couch. Once the app fires up the couple is transported to a supermarket, where shelves are stocked with all sorts of homes. The song in the background goes like “One, two, three, four, saare BHK. Bungalow, villa, flats hatke. Ready-to-move-in any time, Possession mein ya hai time. Oonchi price, neechi price, sasta-sundar-sabse right.” It has also got a catchy tune for anyone to voluntarily start humming it.

The idea behind the ad was to communicate all that Magicbricks, a Times Group company, has to offer at every stage of the buyer’s expedition. Right from their range of properties to home-search related services like experts backing and buyer reviews.

Prasun Kumar, Magicbricks marketing head, points out, “There was genuine consumer interest that came back in the industry, believing that there’s a clean-up act happening and as a buyer, you’ll probably get better value for money now. However, due of multiple policy interventions, interest was not converting to deals.”

This obviously left the builders in anguish. According to the experts, consumers were desperately seeking reassurance. He added, “With this backdrop, we realized this festive season would be a window of opportunity to go to consumers with a different narrative. We realized the external factors are not conducive to a very emotional, melodramatic approach. We needed a mood refresher.” Thus the answer was Bollywood song and dance. Thus, stressing on the point of quality, trust, choice and best deals.

Another myth that it bursts is that buying a home is a man’s job. Kumar said, “The image is that real estate is a masculine category. This is also part of the challenge because all of a sudden 50% of your TG is out of your purview.” However, the fact remains that it is a joint decision of both man and woman.”

Nevertheless, not everyone seems convinced with the ‘property ka supermarket’ idea. Karthik Srinivasan, national lead, Social@Ogilvy points out that supermarket is generally where you get a lot of cheap things. Moreover, he isn’t very happy with the execution, as according to him it doesn’t do justice to the idea well enough. He adds, “I read the material that was released with the ad (Every agency does this.) It went ‘property ka supermarket’, first musical real estate ad, etc. It’s a tall claim. There is an interesting germ of an idea that is the property market is gloomy because of RERA and everything, and they wanted to make it light, musical, positive and buoyant. But the execution wasn’t as interesting as the idea itself.”

He concluded by saying, “What remains to be seen is if the houses do the real estate equivalent of flying off the shelves.”

Also Read: INIT Mumbai Wins The Prestigious Realty Plus Excellence Awards 2017

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Tanvi Group Fail To Deliver Homes And Declare Bankruptcy

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Tanvi Group Fail To Deliver Homes And Declare Bankruptcy

Another case of delay in project completion and possession has surfaced, once again escalating investment fears for home buyers. Tanvi Group is under scrutiny at present. The group has declared bankruptcy.

They have taken 1000 crore as 50 percent advance for almost 500 flats in their Dahisar project. They have now filed for insolvency and all their project construction have stopped leaving the buyers in a lurch.

Almost 200 families have invested in their Kashimira project – Tanvi Eminence. The project started in 2010 with possession committed in 2013 however even after 7 years the construction remains incomplete and no sign of possession. More than 100 home buyers gathered at Kashimira in Mumbai to protest against the delay in completion of their housing project.

Tanvi Group is also accused of building 20 floors at Tanvi Eminence while they only have the permission to build 11 floors. Buyers have also registered a complaint at the Kashimira police station. According to sources, there are four partners namely Vijay Kumar Hegde, Sangeeta Hegde, Bhupat Lukhi, Dayabhai Sutaria in this project but due to their internal disputes, the projects have been left hanging.

A disgruntled buyer said, “Last seven years we all have been waiting for our houses. We have invested our hard earned money here. All we ever get is new promises and new dates of delivery. Due to builder’s internal conflict, they are playing with our emotions and money and this has been happening for the past 7 years. We even tried to cooperate with them but now all we want is our houses.”

One of the partners at Tanvi Eminence, Dayabhai Sutaria said, “I have filed lawsuits against my two partners Bhupat Lukhi and Vijay Kumar, for not cooperating with me and taking this project forward. My sentiments are there for the home buyers who have invested their money.”

While Vijay Kumar, Partner at Tanvi Eminence said, “Mr. Dayabhai is holding payment of more than 20 crores and Bhupat approximately 7 crore which is sufficient to buy the TDR and start construction. They are misleading all the buyers.”

There is no doubt that MahaRERA Act is tightening the noose around the developer community. However, according to legal experts, some of them may have found liquidation proceedings or the bankruptcy law as an avenue to escape the ambit of the state regulator.

Experts have predicted incidences of insolvency to go up going forward as builders may be able to transfer the losses to property owners.

As for the home buyers, it is in their best interest to check if the project they want to invest in is RERA compliant and all permissions are in place. Instead of delaying your decision to buy a property, it is better to make informed decisions to stay above any traps.

Also Read: 50% Growth For Nashik Realty Sector Since Ganeshotsav

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Insomniacs Bags The Digital Marketing Campaign Of The Year At The Realty Plus Excellence Awards 2017

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Insomniacs bags the Social Media Campaign of the Year at the Realty Plus Excellence Awards 2017

It is a big moment for the Mumbai-based digital media agency Insomniacs. They won the prestigious Realty Plus Excellence Award for the Raunak Group’s ‘Darr Ke Agae Ghar Hai’ campaign.

Raunak Group, an established realty brand in Mumbai, was going through the aftermath of the demonetization. They recognized the problem as clarity – consumers had no clarity and nor did they have a trusted source that they could turn to. The developers were sitting with folded hands waiting for buyers to knock their doors while the unsold inventory had become a huge cause of worry.

This is when team Insomniacs believed was the opportune moment to send out a strong message. Pranav Patadia, director, said “When an opportunity knocks at your door, you need to recognize it and make the most of it. We were given a challenge and we wanted to tackle it in a unique way; in the process offering a solution which has never been attempted before. The result of that effort is in front of us.”

The idea was to emerge out of the rumours and make people believe in the offers instead of just rotating advertisements in the market. When the market hit rock bottom, getting people to visit the project sites was a herculean task in itself. Thus the “Darr Ke Aage Ghar Hai” campaign was created.

The campaign was supposed to bring to light the many fears that home-buyers face today. “Darr Ke Aage Ghar Hai” engaged the masses on social media and dispel these fears, systematically and ultimately. One of the major fear-inducing problems the customers faced during demonetization was the prolonged delay in possession. Raunak Group with the team’s assistance aimed to successfully resolving this and many other issues.

Shyamal Mody, Marketing Director Raunak Group stated, “I congratulate the team for the award and the campaign that they introduced. It is a pleasure to work with such a dedicated team. Raunak Group sold inventory worth 50 crore for 1.23% marketing cost. The best part was that people could actually find solutions to their property problems and most of them ended by up a house for themselves.”

There was a lengthy ground research involved along with an impactful campaign on social media channels and on-ground activities. Even a micro site was created ‘A2Z of Darr’ which highlighted various home buying fears of a customer, providing detailed solutions for each and every problem.

The team managed a highly successful campaign with highest ever sales recorded by any real estate group. Govind Rai, Director, Insomniacs added, “The idea was to create a campaign for a larger impact. We were fully aware how the campaign could be advantageous on other media platforms. The fact that other ad agencies carried out our campaign talks lengths about its success.

It was indeed a well-deserved win. We congratulate the team at Insomniacs.

Also Read: Realty NXT Does a Survey On Why People Feel Scared to Buy Homes

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