.jpg)
How matured is Indian real estate marketing in terms of advertising?
In the context of other business categories like FMCG where advertising spend is high and even for a soap costing Rs 20, people are aware what does the brand stand for; there’s little or no awareness on what do top real estate brands stand for. So, while many large real estate developers spend large monies on advertising, they are still not a brand because they are not distinct. (Though they carry huge respect.) Hence, in terms of advertising and branding, real estate is way behind. And this, in spite of being one of the largest spenders.
Is there a difference between advertising for commercial & residential project?
This difference is less than what is perceived. It’s a fallacy to believe that commercial decisions are purely rational. Business decisions inculcate tremendous emotional energy as well. Hence, advertising for commercial and residential real estate – both carry the same emotional thread. Media plans may vary. Messaging may be more around value in the case of commercial real estate. But its 80% similar to residential communications.
How has real estate marketers branding strategy changed over the years?
About 25 years ago, real estate communications started seeing some strategy and depth. Conversation evolved from buildings to lifestyle. But, with huge splash of media opportunities and competition, finding one’s voice is a huge struggle. So, you can’t just talk about ‘a lifestyle’. It has to be ‘the lifestyle’ and it has to have an emotional appeal. What happened to many categories much earlier, is happening to real estate now. Differentiation, storytelling and emotions are at the forefront. At the next level, I believe branding will be inculcated in the building-architecture itself from unique lifestyle ideas to positioning to the buyers.
How have you been driving the real estate client advertising & branding journey?
I am passionate about building distinct real estate brands that communicate way beyond projects and their sale. We craft uniqueness in communications by creating unique images as a practice to find an unmatched ROI for our real estate clients. Because creativity isn’t creativity, if it doesn’t create profits for our clients’ business.
