As per Abhijit Das, Senior Director – East, Knight Frank India,“Marketing's role transcends mere promotion and should be in- tegral from the product's inception, aligning with consumer needs to ensure marketability. The evolving paradigms of marketing are encap- sulated by the extension of the classic four Ps—Product, Price, Promotion, Place—to include Positioning, under- scoring marketing's comprehensive impact on business strategy.”
Aninda Das, Vice President –Marketing, Infinity Group informed on his strategies, “Understanding our customers has always been paramount. We proactively employ various tools and technologies to anticipate market trends and poten- tial expansions over the next three years, thus fostering early relation- ships with prospective companies."
Maneesh Gaur, VP Sales & Marketing, Emami Realty Ltd added, “My long-standing career in real estate sales has showcased prov- en strategies, such as leveraging a network of 20 investors to swiftly sell 100 apartments. Profound chang- es in marketing approaches over time have shifted my stance from a staunch traditionalist to embracing digital avenues. Our board's unwavering directive is to cultivate a customer-centric ethos throughout the organization."
Mayank Singh, Co-Founder, Kaar- ryam Realty, articulated, “Upon analysing Kolkata's real estate market segmentation, it becomes apparent that certain projects excel while others falter, despite possessing similar origins and launch periods; the unsuccessful ones typically lack a true product-market fit. Moreover, brand reputation and customer experience during site visits emerge as pivotal differentiators in the viability of real estate projects. Inadequate perpetration by channel partners has created disconnects in client expectations, leading to gaps in communication and client disillusionment.”
Rahul Bansal, Co-founder & CEO,Propacity, added, “We utilize story- telling and effective marketing to forge a connection between prop- erties and purchasers. Our Propacity Plus initiative empowers brokers with localized training and best practices, creating a reciprocal relationship with developers to benefit end cus- tomers' investmentjourney."
Rohan Shah, Co-Founder, Realatte, said, “We provide tailored solutions that combine the best digital marketing practices with sector-specific knowledge. Our in- tegrated approach encompasses branding, performance marketing, and the creation of diverse content forms to serve comprehensive digital marketing needs.”
Sanjay Goyal, Founder, GFS Realtors expressed, We prioritize educating our team to align product offerings with customer needs, facilitating a match before progressing to sales, which we view as a natural outcome of genuine, customer-fo- cused marketing strategies."
INFLUENCING THE OUTCOMES
Opening up about one singular action that influenced an outcome beyond his expectations Aninda Das said, “Incorporating specialists from legal and project fit-outs, has significantly reduced our reliance on other departments, expediting deal closures. Additionally, opting to hire non-MBA fresh talent without industry preconceptions has proven to be remarkably successful in Infini- ty's dynamic commercial real estate environment.
Maneesh Gaur shared, “Approach varies with place and time; not all strategies are universally effective. I advocate for foundational principles, continual improvement, and consistent analysis, recognizing that truly revolutionary strategies are rare.”
Mayank Singh stated, “During a significant project, we observed a shift in market demands from larg- er to smaller residential units. We devised a strategy to reach out to previous buyers of smaller units with an offer to upgrade at a discounted price. This approach led to 80% of remaining inventory being sold.”
The successful strategy should aim to empower real estate consul- tants, revealing a data-driven symbiosis between brokers and developers that uncovers untapped market opportunities, responded Abhijit Das.
Rohan Shah added, “Within the realm of digital marketing, awareness of its potential is not yet ubiquitous;however, its data-driven nature—illustrated by the precise tracking of ex- penditures, keywords, and geographic sources of leads—is invaluable.”
Rahul Bansal stated, “We iden- tified that the developer’s limited knowledge of markets beyond their immediate sphere often causes them to miss out on substantial premiums. Through a strategic overhaul, we shifted a developer's marketing approach, resulting in a dramatic drop in cost per lead from Rs 2200 rupees to just Rs 90 and a marked increase in lead generation and bookings by 30%."
Sanjay Goyal shared, "In case of our exclusive selling rights for a 400-flat launch by a developer, we employed comprehensive marketing strategies, including road shows and telemarket- ing, which ultimately resulted in the project's phenomenal success.”
By creating a multidisciplinary team, we've achieved a more efficient workflow within our small yet diverse sales & marketing team- Aninda Das
Profound changes in marketing approaches over time have shifted my stance from a staunch traditionalist to embracing digital avenues- Maneesh Gaur
The paradigms of marketing ar encapsulated by the extension of the classic four Ps—Product, Price, Promotion, Place—to include Positioning as well- Abhijit Das
Our firm leverages technology, creativity, and content and partnership as premier associates with major media corporations like Google and acebook- Rohan Shah
Propacity is innovating the development sector by enhancing user experience and understanding developers' emotional investment in their projects- Rahul Bansal
At Kaarryam, we provide accurate information, abstain from misleading negotiations with developers or buyers, and embrace transparency when uncertain f specifics- Mayank Singh
We addressed the gap between unorganized developers and customer needs by providing comprehensive services, from legal assistance to property acquisition- Sanjay Goyal
