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Holiday Homes: A New Trendsetter In Indian Real Estate



Holiday Homes

Buying a home could be a painstaking task for the metropolitan masses, whereas the higher and affluent class is being allured by all manner of options, when it comes to second homes. For some buyers, it’s all about gaining a ‘refreshing’ break at a weekend getaway, while the others see the second home mainly as a real estate investment. There is another category of buyers, who want these homes to be a post-retirement lifestyle choice.

A large segment of people is interested to buy holiday homes in India, the major factor pushing this phenomenon, is a longing to live a quality life near nature. This is backed up a new emerging trend, which is to get social recognition amongst the peer group. Owning a home in the lap of nature has become a common dream, but only few have been able to pursue and live their dream.

India’s beautiful vistas have always attracted the majority of people from all over the country and abroad. The tourism industry has created an immense number of hotels and resorts in the hills of north or near the beaches in south. But due to the heavy costs and regulations of the hotel authorities, the sense of ownership appears to be missing from the scenario. Hence increasing the demands for the holiday homes in India. The similar concept goes with the food pattern. The commercial food served by the hotels and resorts have added only to the mundanity of the travel experience. Therefore, to add that spice to the holiday meals, the concept of holiday homes encourages the self-owned cooking style. As the separate open kitchen in an owned property, can provide exciting ventures like cooking, eating and celebrating together. Where one can rediscover the family bonding.

Experts are pointing towards a graph, which depicts the rising in the earnings of upper-middle class and middle-class, hence accentuating their investment potential. That is perhaps why, the weekend homes market is growing at 10-12 per cent per annum.

A considerable positive change in the lifestyle of people living in the metros have contributed to the growth of the Indian economy. Also the increasing tax benefits, number of NRIs, HNIs investing back home, and the growing middle-class is finally leading to an increasing demand for vacation homes. The majority of the second home buyers consists of upper-income segment players, with the age bracket of 25 to 50.

Some of the preferred destinations, around the Mumbai, are Lonavala, Alibaug, Karjat and Goa. Lonavala being the favourite of Mumbaikars, as there is a good supply pipeline of row-houses and bungalows, from several real estate developers. There is a healthy demand for plots as well. The prices for row-houses in Lonavala, ranges from Rs 1 crore to Rs 2.5 crores, while for bungalows it is from Rs 1.5 crores to Rs 4.5 crores. For those who prefers coastal areas, Alibaug is the top destination. While Karjat is offering affordability and serenity as its primary USP.

Driving the investment in second homes, the buyers are seeking profits out of real estate investments or hold it for prestige. As the Indian buyer has invested in second homes for quite some time, the buying pattern has started to shift to something that offers more of a personal value, like a holiday home. Allowing an additional benefit of a weekend holiday at an owned place. Moreover, these properties are also offering the option of renting and earning income from the tourism potential of the investment destination. Homestays during vacations, has become a lucrative market, today.


How To Use Google Adwords For Real Estate



Google Adwords

Creating a Google AdWords account is quite easy for PPC marketing. The link takes you where you need to start and will not cost you unless you place ads and get clicks. The main problem with the real estate agents who do not find PPC very great is that they begin without any real plan for success.

The logical approach is definitely where you set up an account and campaigns. However, this should not be done unless you have your website and lead generation ready. It is best to start this at the tail end of the process and work backward. You will surely get immediate clicks on your website visitors who find what they seek, and real qualified leads.

The Landing Page

You should never link your ads to the website home page. It is not going to get you any leads and in turn, it is going to hurt your ad quality score on Google. Finally increasing your CPC, cost per click.

Never stop creating content for your website. Nonetheless, start generating content around tightly focused topics. If you are aiming for a particular area, for example, Godbhunder Road in Thane; then create content with some very specific information about this neighborhood, what makes it desirable to buyers, and why you’re the agent to contact. You’re working the title as your keyword phrase as well. In order to get potential buyers, you will set up the phrase in the Google AdWords.

The CTA – Call To Action

Getting traffic to your page is one thing and getting them to provide their contact information completely differently. They should get something in return for giving their contact details like a pdf is mailed to their address regarding properties sold in the past decade in this area.

We ask them to take action and we are telling them what has sold and for how much will give them a leg up in negotiations. The idea is to show them that they will get something in return for their contact details. This also assures you that they are potential buyers.

This is will give you an advantage over your competitors with AdWords. We’re creating a destination specific to their question and search, and then offering them valuable upgraded information for their contact info.

Now comes the Ad

Now that we have a landing page for our ad, people will click and come to the page with the information they are looking for. Google tracks their time on site and clicks activity, so Google will know that they are happy as well.

The special report offer is our call-to-action, and it’s how we’ll generate the buyer lead.  They find what they want, read all about it, and see a valuable extra report that will give them sold property information for the area.

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How To Get Started In Real Estate Marketing



How To Get Started In Real Estate Marketing

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.

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Chennai Real Estate News

Developers are Experimenting with Disruptive Marketing




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.


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