Index Index

Real and virtual media for

real estate living integration

Talk about place for projects p p j

to be talked about

Real estate is not only about Real estate is not only about
online sales

Real market scenario

Real market scenario

positioning
Scape of our land p
land The landwe walk on,
the soil we smell, the airwe breathe
is identical for all beings.
How we look at the spacewe call our own
diff t makes it different
In reality In reality
When you marry someone, When you marry someone,
you marry
the family
For that you need to know
everything about the
family family.
In realty In realty
house When you buy a house,
you buy into the community. you buy into the community.
And for that, you need to know
everything in your
community. community.
Its not
carpet area branding

Its super built-up area branding

Because when you build, develop,

market and establish a name for your market and establish a name for your
product even after sell-out
Its stays to live
because its become brand because its become brand
Wh d i b d? What do you see in a brand?
A basic corporate identity and marketing collaterals makes most feel happy.
Get a cheap freelance designer, copy paste content from other brochures to all our
material and we are done.
Logo Stationery Brochure CD Ads
Website Mobile app Site office landscaping FB page
Hygiene is like making it
home
So whats branding? g
Branding is falling in love
Branding is being in a relationship
Branding is working on the relationship Branding is working on the relationship
with trust, honesty and differences
B di i h Branding is human
Nothing is more human than the digital medium

The clothes you wear to be with your partner is

corporate identity

Unlike human relationships, Brand break-up

doesnt give a second chance doesn t give a second chance
And such many relationships exist
in communities will reside in
Actually Actually
Branding is digital democracy
A b d i t d f b d f it l A brand is created for, by and ofits people
How does Onecreate a brand thats
digitally provocative?
The brand foundation The brand foundation
The mother is super built-up brand, what your business
ideologies stand for
The project is the carpet area brand, conceived by the mother p j p , y
Work on the mother brand
and the children projects will inherit to grow and the children projects will inherit to grow
1. Real and virtual media for real estate
living integration
Create value for your creation Create value for your creation
Transfer the value
Create value for your
creation creation
T k it h d Take it on head on
Offer something better: A better home, a better community, better
facilities a better investment or simply a better business opportunity facilities, a better investment, or simply a better business opportunity.
This directly impacts the economic value of the project or good
will that the brand can create.
The process is a function of time, the number of projects, customer
satisfaction, successes and also failures.
Success makes a soothing sound
Failure creates surround sound value.
Key advice: Brand be honest, focused and transparent.
Honesty will pardon murder almost
Get real with the realtyy
Your brochure wont speak as much as the p
conviction in your honesty
T f f f The site manager is the first point of brand building for your project,
company and its future
Like any positive relationship it is beneficial and constructive for all Like any positive relationship, it is beneficial and constructive for all
parties.
If the brand manages to develop and sell a number of successful and
life improving projects to its customers the created value will be life improving projects to its customers the created value will be
cumulating, growing even in stressful financial markets
Brand remedy
The receptionists tone of speaking
The language and decorum of emails pushed out The language and decorum of emails pushed out
Receiving guests at the site and office
Advising on the chosen place/location before selling
space especially online space, especially online
Going back and talking much after the property is sold in
the same as you want to make a sale
ECRM programme ECRM programme
Making all this information available on integrated media
Especially social media
H t i t i di it l h it lit Honesty is a contagious digital hospitality
Transfer the value
Goodwill marketing Goodwill marketing
1. Good will 1. Good will
1. The project takes all good will and expectations from the corporate
mother Brand
2. After project is developed/sold and experienced; the customers
satisfaction and Project Brand value will pay back and add value to the satisfaction and Project Brand value will pay back and add value to the
Master Brand in a snow bowling effect.
3. As long as promise stays intact, the happy ending social snow story will
roll
Brand remedy
Document their experiences through content marketing
Write back to them for good and bad times with a customised email
strategy strategy
Address their issues, especially on social media/blogs till they stay calm
Mother brand adoption Mother brand adoption
22
The mother has to be solid, sturdy and unshakeable to render its
strengths even if the project brand faces unexpected failures.
Brand remedy
Always revisit your customers to measure sold-out project treasures and
measure future project.
Seek their advice because they are your customers travelling up the
value ladder alongwith the value of your projects
An email
A call A call
A physical good wishes letter
Invitation to project openings
Community building around the property
2. Talk about place for
projects to be talked about projects to be talked about
Place yourself there
b f l th before you place them
As responsible real estate brand talk
Why are your projects there?
Why do you see civilisation moving there? y y g
What is your contribution towards location development
What are the future economic dynamics for the sold
property?
Whats in it for every member of the families beyond basic
amenities; especially for children and adults that spend long
hours alone
Conceptualise communities Conceptualise communities
Think in terms of projects and developments the real estate
branding process cannot reach its full potential.
When companies realise that they are not only building
apartments, villas, houses, offices, malls and recreational centers
but communities and lifestyle in general, the shift in thinking
and in business will happen
An idea like community concept will give a bigger role to the
relationship between the brand and customers for a lifetime.
Real estate companies selling houses and apartments are selling
bricks and mortar, while those who are marketing lifestyle are
actually building connection and value actually building connection and value.
Brand remedy
One-on-one meet
Press releases
Advertorials
White papers Press releases
Blogs
White papers
Exhibitions
Forums/seminars Location based microsites
3 Real estate is not only about online sales 3. Real estate is not only about online sales
Get sold before you sell Get sold before you sell
Properties are built for selling and they should be or else why build
them!!
Imagine a builders luck that he wins half the battle of selling
before he reaches the customer?
Thats what a brand does Thats what a brand does.
Build it to get sold even without anything left to sell
Brand remedy Brand remedy
4 Real market scenario positioning 4. Real market scenario positioning
Precision in recession Precision in recession
Customers dont want to buy
Customers dont want to hear
How do you build the brand? How do you build the brand?
How do you make customers notice you?
How do you make an offer they cant refuse?
Brand remedy: Online thought leadership Brand remedy: Online thought leadership
When you cant sell, only tell When you cant sell, only tell
Function like the stock market analyst
P di t th f t l t t k t diti Predict the future real estate market conditions
Furnish positive insights
Become an industry opinion leader
Build yourself as a brand the industry looks upto Build yourself as a brand the industry looks upto
Real rules Real rules
1. Always build a mother brand not only project brands.
2. Make sure projects are successful in their own areas and target groups
mother brand value will keep growing.
3. Treat portfolio of projects as a necklace good value and good fit with 3. Treat portfolio of projects as a necklace good value and good fit with
a common thread that assure the exchange of value and image
perception.
4 A id b di b k i b di ff t t k d l t 4. Avoid over-branding by keeping branding efforts to key developments
which have the potential to become lifetime brands i.e. Destinations,
Communities and Icons
5. Start building the brand during the time of abundance and
favorable market conditions; it will come very handy if the
recession arrives to your market it is a good ticket to cut through the
competitive clutter.
B di i t h t Branding is not what you see
Branding is what you get to
take home
Thankyou Thankyou
ChattyGirija
Binary Web Solutions (I) Pvt Ltd BinaryWebSolutions(I)Pvt. Ltd.
www.binaryic.com
chatty@binaryic.com