For those who aspire to have a career in real estate marketing, the first and foremost question that comes to mind is how to get started? Even experienced people, who have spent some time in the profession, when faced with the lack of new business, ask the same question. It is a very genuine question when you consider the fact that real estate marketing is very rewarding yet one of the most difficult tasks to accomplish. Is real estate marketing really so mysterious? Is it really hard to figure out? Do you need to be marketing specialist to grow in this sector? These are some question that comes to mind, who is a beginner in the sector.
There are certain important things that you need to consider first, before stepping into real estate marketing. Many crucial steps are ignored while choosing the products, primarily due to the focus on the money factor. The harsh reality, unfortunately, is that the drive for an instant sales push is a killer towards the chances of building a great marketing strategy because all your effort is concentrated towards sale while you tend to ignore other possibilities.
The initial planning steps could be a little boring and time-consuming. But if you are truly focused and passionate about selling real estate, if you invest some time in deciding how to promote it, then it will be a walk in the park. However, if you are not interested in doing any research, want to get out there directly and start selling then it might be a difficult job for you. Then again, it’s totally up to you, if you want to spend more time on money-making and less time on marketing research, but if you invest more on the later part, the earlier part becomes the whole lot easier.
There are no short-cuts to the marketing program that you can choose and expect instant success. If anyone tells you that it is possible, then you need to be even more careful because it is practically impossible. But with proper knowledge, patience and time, it is not at all impossible. Everyone have some unique qualities and have their own way of selling real estate, all it takes is to groom those skills to perfection.
First, understand the basics of marketing to identify – the WHO, WHERE, HOW, and WHEN of real estate marketing. Once you have identified these, then you get to have fun with ‘WHAT’ you will be offering to your clients. This is your business; develop your own marketing program and strategies to make the most out what you offer to your customer. After that, real estate marketing would seem really easy but remember it all starts with proper planning.
Developers are Experimenting with Disruptive Marketing
Several developers have resorted to disruptive or innovative marketing strategies, to improve their sales. We examine whether such concepts can create a better connect with property buyers
While developers in India have often been blamed for being stereotypical, to the extent that even the marketing brochures of identical projects are similar, some first movers are experimenting with innovative/disruptive marketing and with reasonable success.
Whether it is called market disruption or innovative disruption, it is proving to be an important concept, at a time when the market conditions remain challenging. Wikipedia defines disruptive innovation as one that creates a new market and value network and eventually disrupts an existing market and its value .
Developers are increasingly resorting to innovative offers
Disruptive innovation is not a new phenomenon in Indian real estate. For example, Bengaluru-based Sobha Ltd launched its Sobha Connect program, where the developer is knocking on the doors of housing societies that were delivered 10-15 years ago. The benefit of this approach, is that satisfied buyers act as brand ambassadors and send new referral clients to the developer. JC Sharma, MD and VC of Sobha Ltd, maintains that in a real estate market where most of the things are done in a traditional manner, any new approach that encourages the workforce to think out of the box, helps. “We are trying to better our processes, bring in more efficiencies, cut costs and improve quality,” says Sharma.
Another Bengaluru-based developer, Puravankara, has brought innovative disruption in the market by allowing the customers to purchase an apartment and then lease it back to them for a contracted term of seven years. Puravankara’s Managed Residences Plan is a three-way alliance between Puravankara, Snapdeal and JLL, to provide a unique leased asset management.
This enables customers to purchase a ready-to-occupy apartment from Puravankara across Bengaluru, Chennai, Coimbatore and Kochi and lease it back to Puravankara with an additional rental appreciation benefit of 8% every year. Buyers have an exclusive option for premature withdrawal from the lease agreement, in case they choose to occupy the apartment or manage the rental process themselves.
“Developers in the past have offered rent assurances for one or two years. However, our seven-year rentals, indicates our bullish view on the long-term real estate story in the country,” says Ashish Puravankara, MD, Puravankara Projects.
Disruptive strategies should provide value for buyers
Mumbai-based Godrej Properties, sold villa units worth over Rs 300 crores, at its newly-launched project, Crest, in Greater Noida, in a single day. The channel partners who were taken on board, claim that it has not been just the corporate brand value of the developer that created this level of market disruption. Similarly, in Mumbai, Omkar Realtors and Developers, is offering home loans at just 4% interest rate, along with a static floor rise in its project Ananta at Goregaon. The company has also introduced a flexible payment plan with a booking amount of only Rs 2 lakhs.
Nikhil Hawelia, managing director of the Hawelia Group, however, points out that innovative disruption is only talked about, when a leading player introduces it. The small and mid-sized developers always come up with market disruption, to get noticed, even if it is confined only to the core micro-market. In real estate, the quest for market disruption, had earlier been to expand exponentially into non-core areas. The trend proved disastrous for most of those developers and most of the second-generation developers in the business have learnt from the experience of erstwhile leading players that went into oblivion. Hence, the new market innovations now, are more grounded and realistic.
Market disruption gains ground
Innovative disruption has the potential to be a market differentiator for developers.
Today’s buyer expects the builder to make an offer than no one in the market can match.
First movers to introduce market disruption have reaped the benefits, as the buyers find greater value for money in such emerging practices.
Real Estate Sector Gets 19 Investments Worth $3.4 Billion In First Quarter
MUMBAI: Indian real estate is now becoming way more attractive to investors — both foreign and domestic — than ever before, thanks to changes in the regulatory framework. The global capital flow into Indian real estate in 2016 stood at about $5.7 billion. Though the historic high of 2007, in terms of total PE inflows, was not breached, last year proved to be the second best year so far.
This year has also started with a bang as real estate companies and projects attracted 19 investments totaling an announced value of $3.41 billion in the first quarter ended March. The value of investments in the March quarter was up 2.7 times from the year-ago period, which had seen investments worth $1.25 billion across 18 transactions, showed data from Venture Intelligence.
“Indian real estate has attracted around $32 billion in private equity so far since 2005…Despite Brexit and uncertainty around the new US president’s outsourcing and visa-related policies, private equity activity looks healthy in 2017 too, thanks to a strengthening and modernizing the economy and the growing reputation of India as an attractive investment destination,” said Ramesh Nair, CEO and Country Head, JLL India.
The commercial segment, led by GIC’s $2.14 million investment in DLF’s rental arm, attracted an all-time high investment worth $2.6 billion across five transactions during the March quarter. Venture Intelligence data assumes the proposed transaction between DLF and GIC, which has been disclosed to the stock exchanges, goes through.
“While the mega deal between GIC and DLF’s promoters does skew the numbers in a big way during the first quarter of 2017, the spike in investor interest in the commercial segment is for real, given the enhanced activity of other investors like Blackstone and others as well,” said Arun Natarajan, founder of Venture Intelligence.
Global capital flows into Indian real estate are set to increase further. Rise in consolidation activity apart from transparency and possible listings of Real Estate Investment Trusts (REITs) in 2017 are some of the important developments expected to boost foreign and domestic investor participation.
While the commercial segment, with 76%, dominated the investments value pie, the residential projects continued to attract the most number of investments attracting 12 investments in the first quarter. Residential projects attracted 63% of the volume pie worth $690 million, Venture Intelligence said.
The western region, dominated by Mumbai, attracted eight investments during the quarter, while projects in North India accounted for six deals, followed by South India with five deals.
The largest investment reported during the quarter was the GIC pact to acquire 40% stake in DLF’s rental arm DLF Cyber City Developers. The next largest deal was Blackstone Group’s $250 million investment to buy 15% stake in the office holding company of K Raheja Corp.
During the quarter, private equity real estate (PERE) investors obtained exits from five real estate investments fetching $119 million. The exit volume was down 62% compared to the same period last year that had witnessed 13 exit transactions worth $390 million.
India’s tier-I cities have moved up to the 36th rank in JLL’s 2016 Global Real Estate Transparency Index — a bi-annual index — on the back of improvements in structural reforms and a more liberal foreign direct investment (FDI) regime. Increase in transparency results in higher investment in such real estate markets.
Source: Economic Times
Real estate shares gain as RBI allows bank investment in REITs
S&P BSE Realty index jumped at 2.30 pm on Thursday after Reserve Bank of India (RBI) in its first bi-monthly monetary policy of the current fiscal year allowed banks to invest in REITs.
The index was trading at 1706.71 points, up 33.91 points or 2.03% at 2:56 pm.
Kamlesh Shroff, spokesperson of BSE Brokers Forum said, “RBI’s decision to allow banks to invest in REITs and InvITs will bring sanctity to these instruments from a retail investor’s perspective and the latter will find the confidence to invest in such trust in sync with mutual funds as an investment class.”
However, broader markets were not enthused by RBI’s decisions and continued to trade in negative without much change since the announcement of the monetary policy.
At 2.44 pm, Sensex was trading at 29,943.41, down 33 points or 0.11% while Nifty was trading at 9,248.10, down 17 points or 0.18%.
RBI governor Urjit Patel said that the six-member Monetary Policy Committee (MPC) has decided to keep repo rate unchanged at 6.25%.
Reverse repo rate was increased by 25 basis points to 6% from 5.75%and MSF rate was lowered by 25 basis points to 6.50% from 6.75%.
Top gainers on BSE were – Reliance Industries at Rs 1,442.70 a piece (1.96%), followed by Bajaj Auto at Rs 2,799 a piece (1.39%), Power Grid at Rs 196.40 a piece (0.85%) and Axis Bank at Rs 510.40 a piece (0.77%).
Losers involved ITC at Rs 274.40 a piece (1.60%), ICICI Bank at Rs 280.80 a piece (1.42%), Coal India at Rs 286.50 a piece (1.21%) and Adani Ports at Rs 353.30 a piece (1.15%).
Bank Nifty tumbled over 79 points or 0.37% trading at 21,573.10.
Meanwhile INR appreciated against USD. The rupee was trading at 64.921 down 0.130 paisa or 0.20% against dollar.
“Moreover, InvITS will also bring in retail investor and offer them the opportunity to earn regular returns as is the case with corporate bonds and fixed deposits with the added possibility of an upside on equity (capital gains ), unlike tax deducted at source in case of fixed deposits and bonds,” said Shroff.
Source: Zee Business
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