Property Plus
Bangalore
Chennai
Hyderabad
Kochi
Malabar
Thiruvananthapuram
Need for innovative marketing
The recent past has witnessed quite a few real estate marketing fairs. While it is difficult to evaluate their success as the actual sales effected are over a period of time, there is scope for more innovations.Bringing the buyers and sellers together is of course, a quick selling effort, though such meetings are only the beginning. In the present-day housing sector, there is no dearth of buyers and sellers. Bringing them together can perhaps eliminate middl
emen either fully or partly.
Development of an USP and creation of brand equity to capture the target group are the prime factors that sell the product cutting across competition.
How successful are today’s property dealers in these respects?
Is brand equity popular in the housing market?
Have the dealers tried to balance the price and quality expectations to support marketing efforts effectively?
Finer points
Are they projecting the finer points such as quality of materials used, post-occupancy services and so on in our marketing efforts?
Or, are we merely focusing on the location, general amenities provided and the possibility of shortage of a particular product which is the subject matter?
As there has been acute housing shortage in the country even after years of governmental initiatives, it can be seen that marketing aspects have not received adequate attention.
Since there exists a ‘free for all’ playfield in the housing market, there has been very little control over the promise or performance. Very few builders / developers appear to be engaging marketing experts, except agencies in a few middle eastern countries, from where the NRIs are interested in investing in real estate.
In the case of buying a house, no single decision maker in a family can be considered the powerful. The home seller has to necessarily target a family, and there should be something to attract each one of the family members. Each ‘seller’ may develop his USP and identify the possible market share. Target selling is one tool that can be adopted by apportioning individual targets to the marketing personnel. It may be worthwhile to establish after sales service.
K. SUKUMARAN
Printer friendly
page
Send this article to Friends by
E-Mail
Property Plus
Bangalore
Chennai
Hyderabad
Kochi
Malabar
Thiruvananthapuram
|
