A strong brand isn't just built; it must evolve through innovation and expansion into new markets and asset classes. According to Shridhar N, CEO of Real Estate & Infrastructure, Hiranandani Group, building a strong brand, whether in real estate or any other industry, relies on trust, reliability, and consistently delivering on promises. Legacy brands have successfully leveraged their established reputation to enter new sectors, but sustaining that image requires consistent quality and trust.
Top real estate brands have thrived by diversifying while quickly adapting to changing regulations and customer expectations. Shridhar N further highlighted, "We are entering an era where digital printing can revolutionise home construction, cutting timelines from years to months or even days. With advancements like AI and rapid execution techniques, real estate is set to become highly institutionalised, much like the manufacturing industry. As laws evolve and processes streamline, the industry is on the brink of a major transformation, making faster execution and smarter living a reality." Like Coca-Cola retains customers for life, a real estate brand must continually innovate to meet evolving needs and ensure long-term loyalty.
Every decision shapes your brand, especially in an industry deeply influenced by policies and regulations. Sunny Bijlani, Joint Managing Director of Supreme Universal Pvt. Ltd., emphasised the importance of customer experience in building a lasting brand. He said, "No customer remembers the numbers or square footage of the project or apartment; they only remember how you made them feel. The experience you provide defines whether clients become brand ambassadors or regret their choices. Even if someone overpays, a positive experience can add more value than the price itself."
Sunny Bijlani further highlighted, "True brand longevity is rooted in culture, what people do when no one is watching, not just what's written on a website or brochure." He also noted that RERA has done well in regulating developers but believes the real breakthrough would be holding authorities accountable under its ambit as well. "Ensuring transparency on both sides would truly transform the real estate sector," he said.
Reflecting on the future of branding, he quoted Jeff Bezos, who wisely advised, "Instead of asking what will change in the next decade, focus on what won't, and excel in meeting those unchanging needs." "Every decision shapes your brand, especially in an industry deeply influenced by policies and regulations."
Ravi Ahuja, CEO of Raiaskaran, emphasises the importance of ensuring project relevance during significant disruption, stating, "Brand longevity isn't just about trust and innovation; it's also about building an emotional connection with customers and consistently meeting their expectations. In luxury residential and commercial spaces, we innovate by staying true to our brand identity. We lead the market in pricing, but our real goal is to offer an exceptional product with profitability as a byproduct. I feel innovation is important as in a rapidly changing world, building a brand isn't just about sustainability; it's about adapting to shifting markets and evolving customer needs."
Ravi Ahuja reinforces the idea that actual brand growth is driven by "Continuous innovation, offering new products and asset classes that keep pace with changing expectations."
Kuldip Chawla, Founder and MD of ASK Strategies & Real Estate, emphasises several key components of brand success in today's real estate landscape, transparency, timely communication, and digital transformation, especially in CRM, are essential for maintaining customer trust. "Customers expect quality and excellence not just in products but across their entire journey, from pre-sales to post-sales. By balancing innovation with consistency and fostering a solid company culture, brands can create a lasting impact. With digital transformation making everything more accessible, and smart consumers are increasingly rethinking traditional choices like renting versus buying due to low yields. True brand growth comes from continuous innovation, offering new products and asset classes that keep pace with evolving customer expectations."
Vimalendra Singh, Chief Business Officer (Residential) at Mahindra Lifespaces, added, "Building a brand takes time, consistency, and trust; it doesn't happen overnight. Real estate is unique because it's the only industry where people take a 30-year loan and pay you before the delivery of the product that takes more than 2-3 years to be delivered. Thus, trust and quality of work become essential. In that sense, RERA brought transparency, making real estate transactions more structured and credible. Meanwhile, AI and the metaverse are revolutionising the industry, with India's first real estate project already launched in the virtual world. However, to unlock real growth, streamlining the complex approval process with a single-window system is essential, turning real estate into a true GDP multiplier." "We don't just sell homes, we sell dreams, and delivering on those dreams creates lifelong brand advocates."
THREE GOLDEN RULES
1. Consistency cements a brand's reputation, continuous innovation Keeps it ahead of competition.
2. Developers don't just sell spaces; they sell promises, and the brand's success lies in delivering on those promises.
3. Iconic brands thrive because of their commitment to customer satisfaction and the organisation's values.
