HOMEBUYERS EVOLVING EXPECTATIONS AI, BRANDING & EXPERIENCE-LED SELLING

Real estate marketing in India has quietly evolved over the last three decades. What began as basic automation—isolated ERPs, standalone CRMs, and fragmented lead trackers—has evolved into intelligent, integrated platforms that support every stage of the customer lifecycle. The late 1990’s SMS campaigns and email blasts were never about finesse—it was about reach. Developers pushed out messages in bulk, hoping something would stick. Buyers, meanwhile, relied on brokers, newspaper ads, and word-of mouth to find their next home. The early 2000s brought online property portals like MagicBricks and 99acres gave buyers more control. Listings became searchable, comparisons easier, and the broker’s monopoly began to fade. Then came social media and search engines.

Facebook and Google introduced performance marketing, and suddenly, developers could target based on behavior, geography, and intent. It was a leap—but not the last. CRM systems followed, helping sales teams manage leads and automate follow-ups. But even with these tools, much of the engagement remained reactive. The real change is happening now—with artificial intelligence stepping in not just to automate, but to anticipate. And now, Ai-powered Voice bots are taking place of sales agents. It can make follow-up calls, appointment setting, maintenance scheduling, and managing real estate cold calls, giving agents more time to focus on closing deals.

“AI existed before 2022. Generative AI just made it visible. Predictive, ML-driven AI is what’s quietly transforming real estate now—and it’s f inally automating sourcing, referrals, and post-sales engagement. Today, marketing isn’t just about visibility—it’s about relevance. Developers are using AI to understand what buyers want before they say it, and to personalize every touchpoint. It’s not loud. It’s not flashy. But it’s changing how homes are sold—and how trust is built,” noted Sunil Mishra, CEO - Growth Businesses, CPTO & Chief Strategy Officer, Anarock Property Consultant.

This transformation is not just about tools—it’s about how developers think, plan, and execute. Intelligent platforms now enable real-time data sharing across departments, automate customer follow-ups, and even predict buyer behavior based on interaction history. The result is faster decision-making, reduced manual errors, and a more personalized customer experience. “Earlier, tech was a checkbox—ERP here, CRM there. Now, it’s a co-pilot. GenAI is helping teams write emails, generate reports, and even analyze customer sentiment. The shift isn’t just digital—it’s cultural. Developers who embrace tech as a strategic partner will lead the next decade. We’re seeing a mindset change: from ‘tech support’ to ‘tech-first.’ That’s the real transformation,” added Chaitanya Seth, Partner, Consulting, Ernst &Young LLP

Luxury Meets Storytelling as Strategy

In an industry often driven by numbers and square footage, Luxury realty has chosen a different path—one that blends digital transformation with sensory storytelling. Technology won’t replace human teams—it will refine them.

Sarina Menezes, Sr. Vice President, Marketing & Corporate Communication, Oberoi Realty, emphasized that luxury isn’t just about marble finishes or skyline views—it’s about emotional credibility. And that credibility, she believes, is built through experience. “Today, real estate developers’ typical sales offices have become sales lounges where buyers can touch, feel, and explore the brand’s aesthetic DNA. From textured walls to ambient lighting, every detail is intentional. The studios function as storytelling environments, where digital meets tactile, and luxury is translated into lived moments.”

“Tech will coexist with human ambition. It’ll make life easier, faster, and more accurate—but it won’t replace vision. Developers must evolve from builders to experience creators. That means investing in design, digital walkthroughs, and post-sale engagement. The customer isn’t just buying a flat—they’re buying a feeling, a lifestyle. And that feeling must be consistent—from the first ad to the final handover, added Bhavik Bhandari, CSMO, Ashwin Sheth Group.

From Brochures to Gamification Real estate marketing has moved far beyond static brochures and templated walkthroughs. Today, buyers expect personalization at every step—from the first digital interaction to the final site visit. Developers are responding with immersive tech that doesn’t just showcase homes but invites buyers to shape them. Customization tools now allow prospective homeowners to digitally select flooring, lighting schemes, and layout preferences before they even step into a sample flat. These choices aren’t just aesthetic—they’re stitched into CRM systems that track buyer behavior, preferences, and engagement patterns. The result is a more responsive sales journey, where follow-ups feel relevant and cancellations drop significantly.

“Gamification is gaining ground. Interactive dashboards let residents monitor clubhouse usage, wellness scores, and community events. These features aren’t just playful—they’re designed to deepen engagement and make buyers feel part of something more than a transaction. We’ve built systems where customers can virtually customize their apartment—flooring, lighting, layout. And our CRM stitches that experience into a personal journey, improving conversions and reducing drop-offs,” stated Deepak Nair, Head – Marketing, JP Infra (Mumbai) Pvt. Ltd. The broader shift is clear: developers are using tech not just to sell, but to listen. Emotional intelligence is being built into interfaces, and data is being used to create continuity rather than just capture leads.

Commercial Real Estate & the Digital Twin Revolution

Commercial real estate performance depends on how the workspace performs, responds, and evolves. Technology is stepping out of the server room and into the spotlight, turning buildings into living systems that adapt to the people inside them. Princy Goyal, Co-Founder & CEO, Wybrid explained, “Digital twins will monitor everything—sales, energy, guests, rentals. That’s the base for fractional ownership and hyper transparency. Imagine a mall where every store’s performance is tracked in real time. That data helps landlords optimize leases, marketing, and even tenant mix. We’re moving towards smart buildings that talk back—adjust lighting, predict maintenance, and personalize visitor experiences. Commercial real estate will become a service, not just a space.”

Digital-First Buyers and XR Experiences

Tech has rewired how buyers think, search, and decide. The long, meandering site visits of the past have given way to sharp, digital-first exploration. Developers, in turn, are racing to meet this new pace. The shift isn’t just about having a website or a virtual tour—it’s about delivering immersive, intelligent experiences that mirror the buyer’s expectations. Extended Reality (XR) tools, AI-powered recommendation engines, and smart filters are becoming the new front door to real estate.

Rohit Kedia, Founder and CEO, ArchVi who’s been closely tracking this behavioural pivot, notes how decision timelines have compressed dramatically. ““Earlier, buyers took 10 months to decide. Now they want to shortlist from their couch, filter by sunlight, ventilation, and amenities— and visit only the top picks. AI and XR are helping us match their pace and precision. This isn’t just a tech upgrade—it’s a mindset shift. Buyers want to feel the space before they step into it. They want clarity, control, and confidence. And developers who can deliver that—through intuitive design, responsive tech, and lifestyle storytelling— are the ones winning trust in a market that’s no longer just about square footage, but about lived experience,” he said . Customer engagement in real estate too is undergoing a fundamental shift—from transactional marketing to relationship-driven ecosystems.

“We’re building the operating system of real estate. Loyalty isn’t a discount—it’s a relationship. When a customer refers a friend or upgrades within the same developer ecosystem, that’s brand trust. Our tech stack tracks every interaction—from site visits to post-possession feedback—and converts it into actionable insights. Developers who invest in loyalty will see compounding returns—not just in sales, but in reputation,” shared Akhil Saraf, Founder & CEO, Reloy

Performance, Content, Technology: The PCT Framework

In a sector where marketing often feels like a scattershot of impressions and retargeted ads, PCT framework— Performance, Content, and Technology is rooted in precision, empathy, and relevance. Govind Rai, Co-Founder & CEO, Insomniacs shares an example, “Our team has built a tech suite that doesn’t just track clicks—it interprets them. From the moment a buyer engages with an ad, the system begins mapping their journey: what amenities they lingered on, which competitors they explored, how their preferences evolved over time. This behavioral intelligence is then handed to sales teams—not as a spreadsheet, but as a story. The result? Conversations that feel personal, not pushy. Follow-ups that reflect understanding, not urgency. And campaigns that speak to neighbourhoods, not just cities.”

CRM 2.0 is also powering newer models like subscription based living and fractional ownership. These aren’t one t ime transactions—they’re ongoing relationships. And they need clean interfaces, transparent reporting, and smart engagement tools to work. “Developers won’t just build and exit. They’ll stay invested across the lifecycle—rentals, repurchase, and yield tracking will define CRM 2.0. AI bots are already handling 60% of customer queries. They’re trained on project data, FAQs, and even legal clauses. The future CRM will be predictive—it’ll tell you when a customer is likely to upgrade, refer, or exit. That’s not just tech—it’s intelligence. And it’s already here,” said Vinayak Katkar, Co-Founder, Sell. Do.

Branding That Sticks: Loyalty, Positioning, and Buyer Advocacy

Real estate branding is no longer just about visibility—it’s about emotional presence. Buyer today isn’t swayed by one-off campaigns or flashy taglines. They’re looking for consistency, clarity, and a sense of connection that begins long before the buying cycle kicks in. “Developers are rethinking how they show up—not just during launches, but across the entire buyer journey. It’s about being part of the conversation early, building familiarity through relevant content, and staying present in ways that feel authentic rather than promotional. This shift also means moving beyond product features and price points.

Brands that stand out are those that reflect the buyer’s aspirations, values, and lifestyle. Whether it’s through community engagement, design storytelling, or digital presence, the goal is to create recall that feels earned—not engineered,” expressed Amit Baid, Founder & Creative Director, A B See Brand Advisory, “If a builder sells without model flats, that’s a win. Immersive tech helps customers make better decisions, not just look good. We’re seeing buyers explore 10 projects in 30 minutes— virtually. That’s efficiency. But it’s also trust. When tech shows you every corner, every view, every amenity— you feel confident. That confidence converts into sales. And more importantly, into referrals,” added Sagar Patel, Co-Founder, MHXP

Homebuyers Evolving Expectations

In a market where every developer claims to offer “luxury,” “connectivity,” or “value,” the question of brand identity has become more urgent than ever. Buyers aren’t just choosing between price points—they’re choosing between promises.

The challenge isn’t visibility—it’s recall. A brand signature isn’t built through frequency—it’s built through clarity. It’s the difference between being seen and being known. Buyer today is more informed, more selective, and more emotionally driven. That means marketing needs to go beyond product features and start speaking to lifestyle, community, and purpose – online and offline. The opportunity lies in using the latest technology tools with human connect.