Today, branding is vital for most industries, but in real estate, it's become even more important than ever as customers have come to prefer buying property from a well-established brand. While branding has become increasingly important, many developers still struggle to fully deliver on their brand promise.
Chaitanya Seth, Partner, Consulting, EY Parthenon, said, "Branding is essential in real estate because customers often face trust issues, worrying about project delays, quality, and completion, making it crucial for developers to build credibility and stand out in their minds. At the same time, there's an information gap; buyers are more informed than ever about projects and market trends, while developers often know little about their customers. Thus, the strategic pivot should aim to create a more personalised and nuanced real estate experience, moving away from the 'one-size-fits-all' approach that has dominated the industry for decades."
For developers, building trust is the only way forward, and this means leveraging technology to deliver personalised experiences at scale across every step of the customer journey, according to Seth.
The real estate landscape is evolving, urging all stakeholders, agents, brokers, loan officers, and industry bodies to reflect and innovate. Rahul Phondge, Chief Operating Officer - Residential, ANAROCK, added, "Over the past decade, the real estate market has seen a major shift, with organised sector contributions rising from just 12% to 32%, driven by consolidation, regulations, and the growing dominance of branded, reliable developers. This shift has given top developers a significant edge, allowing them to sell more efficiently, command higher prices, and build a loyal customer base, especially as buyers increasingly prefer trusted brands post-pandemic."
In the RERA era, delivering on promises can turn any developer, either a small-time builder with two buildings or a large developer with projects across India, into a trusted brand. Technology, especially AI and ML, is set to be the next big game-changer, said Phondge.
Elaborating on the ways to strike a balance between emotional storytelling and highly data-driven sales strategies, Rakesh Setia, President - Sales & Marketing, Keystone Realtors Limited, Rustomjee articulated, "Based on my experience with consumer brands and real estate, I've seen that customer decisions are driven by both emotional and rational factors, with emotions playing a bigger role in high-value, rare purchases like buying a home. Since most people buy a home only once in their lifetime, trust in the brand is crucial, built over time through consistent delivery, strong values, and genuine proof of reliability. The most successful real estate brands don't just sell properties; they create emotional connections by highlighting security, comfort, and a sense of community."
Every customer is important, whether they're buying a home for Rs 50 lakhs or a Rs 100 crore property in a premium location because for most, it's a once-in-a-lifetime purchase. That's why it's crucial for a brand to meet the unique needs of each segment while creating the same sense of pride and aspiration, no matter the price point, said Setia.
Jayesh Rathod, Cofounder and Director, The Guardians Real Estate Advisory, added, "Brand building and connection with customers can only be created through data, something that was hard to access 22 years ago but is now just a click away. The real key to success is using this data to align products with market demand. Unlike other industries, there's no undo button in real estate, a wrong size or configuration can't be easily fixed. For real estate professionals and brokers, adopting a focused approach could help build deeper and more meaningful connections with clients."
While the seven Ps of marketing, product, place, price, promotion, packaging, process, and people, are crucial, it's the emotional connection with buyers that truly drives sales, according to Rathod.
It's evident that the real estate industry is undergoing a monumental shift. This change isn't just about adapting to new regulations; it's about a fundamental transformation of the industry's core principles. According to Vandana Sethhi, Founder and CEO of Water Communications, today's evolved consumers can easily spot the difference between authentic brands and those that fall short. "Real estate companies must embrace cross-functional collaboration, integrate technologies, and prioritise accessibility because if customers don't get support directly, they'll make their voices heard on social media."
The shift from a seller's market to a buyer's market has already happened, driven by informed customers who now expect brands to be available, authentic, & consistent, said Sethhi.
Bhavik Bhandari, Chief Sales and Marketing Officer, Ashwin Sheth Group, stated, "Over the past decade, real estate has been shaped by two major trends: large, branded developers are expanding aggressively, while smaller players are consolidating to stay competitive. This transformation is fueled by easier access to capital through IPOs and private equity, allowing developers to grow based on market demand. For new developers, building a strong brand starts with a clear purpose and consistently delivering on promises, because today's consumers don't just buy homes, they invest in brands they trust."
For homebuyers, the first and foremost deciding factor is location. After that, buyers are drawn to properties that match their lifestyle, whether it's understated elegance, bold luxury, or value for money, said Bhandari.
TOP 10 SALES SUCCESS MANTRA
1. Leverage technology to deliver personalised experiences.
2. Use data to align products with market demand.
3. Embody brand's core DNA across every function,
touchpoint, and person.
4. Be authentic, be consistent. Today's customers are
digital savvy and informed.
5. Emotional connect with buyers will drive sales.
6. Build a loyal customer base.
7. Buyers want properties that match their aspirational
lifestyle.
8. Create a sense of pride and aspiration, no matter the
housing segment.
9. Building trust is the only way forward.
10. In the age of RERA delivering on promises is key to
brand's success.
THE TRANSFORMATIVE SHIFTS
For developers, technology now powers everything from brand awareness to transactions, focusing on personalised marketing, predictive analytics, and smart tools that boost conversions beyond traditional lead generation. Chaitanya Seth says, "Informed customers now expect brands to be authentic and consistent. Developers no longer have the luxury of cutting corners, brand building is a long-term commitment, not a quick win, and rushing processes like project handovers can damage trust. Today's buyers are more demanding, aspirational, and experience-driven, with brands needing to cater to micro-segments, whether it's sustainability-focused customers or the luxury market, through highly personalised offerings."
Jayesh Rathod stated, "The four Ps provide a framework on which to build your marketing strategy. Additionally, technical sales strategy and long-term brand building are both crucial for business growth, one drives immediate results like quarterly targets, while the other shapes a lasting brand identity for the next 5 to 10 years. A great example is the "My First Home" campaign with Ritesh and Genelia Deshmukh, where an emotional connection turned into massive leads, proving that balancing short-term wins with a strong long-term vision fuels sustainable growth."
Rakesh Setia shared, "Branding today is evolving with changing media, smarter consumers, and shifting aspirations, but its core purpose, to create a strong desire for ownership, remains the same. The key to long-term success is staying true to the brand's emotional message across all channels, even when there's pressure to focus on short-term tactics like pricing or offers."
Post-pandemic, the real estate landscape has shifted significantly, with the average age of homebuyers dropping from 42 to 36 and millennials emerging as key decision-makers. Rahul Phondge further stated, "Digital influence has skyrocketed, with virtual site visits (VSV) becoming the norm and platforms like those in Bangalore and Pune driving 10-15% of purchases. On the developer side, technology now powers everything from brand awareness to transactions, focusing on personalised marketing, predictive analytics, and smarter tools that boost conversions beyond traditional lead generation."
Bhavik Bhandari added, "When buying real estate, location is key, it influences a customer's budget, commute time, and access to essential amenities like schools, offices, and healthcare. Beyond location, the developer's brand matters. While branding has become increasingly important, many developers still struggle to fully deliver on their brand promise due to gaps in system integration and team collaboration."
A brand's promotion strategies can only be considered in the context of its target consumer. In concurrence, the media strategy too needs to reach the right audience with the right message. Vandana Sethhi concluded, "For developers, building trust is the only way forward, and this means leveraging technology to deliver personalised experiences at scale across every step of the customer journey. In the RERA era, delivering on promises is what can make small or large developers into trusted brands."
The most successful real estate brands don't just sell properties; they create emotional connections by highlighting security, comfort, and a sense of community.
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