Blackbook on Lead generation by Distribution channels in Real Estate

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Project Report on Summer Internship at
Project Title: LEAD GENERATION BY DISTRIBUTION CHANNELS IN
REAL ESTATE
Submitted By,
Jayesh B Dhanur
MBA
Roll No: - 15
Academic Year 2017 - 2018

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Acknowledgement
The internship opportunity I had with Godrej Properties Limited was a great chance for learning
and professional development. Therefore, I consider myself as a very lucky individual given an
opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful
people and professionals who led me through this internship period.
I express my deepest thanks to Mr.Mihir Sanghavi Senior Manager in spite of being
extraordinarily busy with his duties, took time out to hear, guide and keep me on the correct path
and allowing me to carry out my project.
I am also indebted to MET Institute of Management and the esteem faculty members. It is only
because of the education imparted to me during the management course of first year that I was
able to appreciate the training in the corporate world.
I perceive as this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives. Hope to continue cooperation with all
of you in the future.
Signature of the Student
JayeshB Dhanur.

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INDEX
SR.NO TOPICS PAGE
NO
1 Introduction to Real Estate 5
2 Real Estate market since last 3 years 8
3 RERA ACT 11
4 Godrej properties Limited 12
5 Distribution Channels for Lead Generation 23
6 Lead Generation through Channel Partners 24
7 Lead Generation through Websites 25
8 Lead Generation through Microsites 26
9 Lead Generation through Email Marketing 28
10 Lead Generation through SMS Marketing 30
11 Lead Generation through Billboards 33
12 Lead Generation through Newspaper
Advertisements
36
13 Lead Generation through Radio Advertisements 41
14 Lead Generation through PPC 44
15 Lead Generation through Existing Customers 48
16 Lead Generation through Referral’s 48
17 Learning & Experience 49

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Executive Summary
Project includes inputs of Real Estate Market, My Experience and Learning’s of
summer internship in Godrej Properties. The primary aim of this Project is to find
out Lead generation by distribution channels from potential channel partners, Web
site, Newspaper, Emails, Billboards, Radio, Exhibition, SMS, Referral, Corporate
or by Existing Customer.
This Project includes the process which developers use to generate leads by
various Distribution Channels. In this project I have focus on Distribution
Channels used for GodrejEmerald Project, which is in Thane, Bhayander pada.
First focus was on Channel Partners Here, the Team was Divided for Retail
Channel Partners and Institutional Channel Partners and allocated all Sales
managers geographically and main aim was to make Channel Partner Active. So
that he brings Clients for our Project.
Apart from this Godrej Properties Focused on other Distribution Channels Like
Hoarding, Emails, SMS, and Website etc. To create awareness about the project in
Market.

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Introduction on Real Estate:-
Real estate is property comprised of land and the buildings on it as well as the natural resources
of the land including uncultivated flora and fauna, farmed crops and livestock, water and
minerals. Although everyone often refers to the "real estate market" from the perspective of
residential living, real estate can be grouped into three broad categories based on its use:
residential, commercial and industrial. Examples of residential real estate include undeveloped
land, houses, condominiums, and townhomes; examples of commercial real estate are office
buildings, warehouses, and retail store buildings; and examples of industrial real estate are
factories, mines, and farms.
There are four types of real estate:
1. Residential real estate includes both new construction and resale homes. The most
common category is single-family homes. There are also condominiums, co-ops,
townhouses, duplexes, triple-deckers, quad lexes, high-value homes and vacation homes.
2. Commercial real estate includes shopping centers and strip malls, medical and
educational buildings, hotels and offices. Apartment buildings are often considered
commercial, even though they are used for residences. That's because they are owned to
produce income.
3. Industrial real estate includes manufacturing buildings and property, as well as
warehouses. The buildings can be used for research, production, storage and distribution
of goods. Some buildings that distribute goods are considered commercial real estate. The
classification is important because
the zoning, construction and sales are handled differently
4. Land includes vacant land, working farms and ranches. The subcategories within vacant
land include undeveloped, early development or reuse, subdivision and site assembly.
Here's more at Land Broker Transactions.

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Real Estate in India:
The real estate sector is one of the most globally recognized sectors. In India, real estate is the
second largest employer after agriculture and is slated to grow at 30 per cent over the next
decade. The real estate sector comprises four sub sectors - housing, retail, hospitality, and
commercial. The growth of this sector is well complemented by the growth of the corporate
environment and the demand for office space as well as urban and semi-urban accommodations.
The construction industry ranks third among the 14 major sectors in terms of direct, indirect and
induced effects in all sectors of the economy.
It is also expected that this sector will incur more non-resident Indian (NRI) investments in both
the short term and the long term. Bengaluru is expected to be the most favored property
investment destination for NRIs, followed by Mumbai, Ahmedabad, Pune, Chennai, Goa, Delhi
and Dehradun.

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Market Size:
The Indian real estate market is expected to touch US$ 180 billion by 2020. The
housing sector alone contributes 5-6 per cent to the country's Gross Domestic
Product (GDP).
In the period FY2008-2020, the market size of this sector is expected to increase at
a Compound Annual Growth Rate (CAGR) of 11.2 per cent. Retail, hospitality and
commercial real estate are also growing significantly, providing the much-needed
infrastructure for India's growing needs.
The private equity investments in real estate increased 26 per cent to a nine-year
high of nearly Rs 40,000 crore (US$ 6.01 billion) in 2016.
Sectors such as IT and ITES, retail, consulting and e-commerce have registered
high demand for office space in recent times. The office space absorption in 2016
across the top eight cities amounted to 34 million square feet (msf) with Bengaluru
recording the highest net absorption during the year. Information Technology and
Business Process Management sector led the total leasing table with 52 per cent of
total space uptake in 2016. Mumbai is the best city in India for commercial real
estate investment, with returns of 12-19 per cent likely in the next five years,
followed by Bengaluru and Delhi-National Capital Region (NCR).

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Real Estate market since last 3 years
2015
On 28 February 2015, the Finance Minister presented this government’s
first full year Budget. Clarity on the tax structure of REITs, commitment to
“housing for all” and increased budgetary allocation towards the infrastructure
sector were the key takeaways for the sector. The policy initiatives and tax
proposals announced in the Budget mirror the intent of the government to set the
economy on a high growth trajectory. It also aims to implement the proposals of
the interim budget, which was followed by some key reform measures.
With several positive regulatory changes taking place to complement the
Companies Act, 2013, the sector is poised for a fast growth in 2015. However, the
real estate sector as a whole will have to focus on faster implementation of projects
and on-time deliveries.
In August 2015, the Union Cabinet approved 100 Smart City Projects in
India. The Government has also raised FDI limits for townships and settlements
development projects to 100 per cent. Real estate projects within the Special
Economic Zone (SEZ) are also permitted 100 per cent FDI. In Union Budget 2015-
16, the government allocated US$ 3.72 billion for housing and urban development.
The government has also released draft guidelines for investments by Real Estate
Investment Trusts (REITs) in non-residential segment.

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2016
For the period January-September 2016, total private equity (PE)
investments in the real estate sector were recorded at US$ 4.24 billion, showing a
22 per cent increase compared to the same period last year. During the third quarter
of 2016, cumulative investment in residential assets increased at 9 per cent on a
quarter-on-quarter basis.
Government introduces demonetization of the higher currency notes. The real
estate sector will definitely be affected by the demonetization exercise, as it has
traditionally seen a very high involvement of black money and cash transactions.
The luxury and high-end segments of residential real estate will see a major impact
from this exercise, since it is the area which has seen a lot of payments done in
cash. The demonetization move is likely to result in luxury property prices dipping
by as much as 25-30%.The passing of RERA (Real Estate Regulation and
Development Act 2016), the Benami Transactions Act and the demonetization
move will ensure the system get more transparent.

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2017
The year 2017 will see the Indian real estate sector to be still more transparent,
credible and attractive with only organized players on the ground.
Demonetization, Real Estate Regulator Bill (RERA), FDI relaxations, GST,
Benami Transactions (Prohibition) Amendment Act, Change in Accounting
standards IFRS and all coming in a row of quick succession.
RERA (Real Estate Regulation and Development Act 2016) became effective in
the entire country from 1st May 2017. Under RERA builder have to register there
project, if that project not get the completion certificate.

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RERA
Here are few ways in which buyers are likely to be benefitted by
the RERA Act:
 Under RERA, each state will have to setup regulatory bodies as appellate tribunals to solve the
disputes between buyer and builder within 120 days.
 Developer will have to put 70% of the money collected from a buyer in a separate account to
meet the construction cost of the project.
 RERA will make it mandatory for all commercial and residential real estate projects where the
land is over 500 sq.mt. or eight apartments will have to register with the regulator before
launching a project.
 RERA also seeks to impose strict regulations on the promoter and ensure that construction is
completed on time.
 Carpet area has been clearly defined in the bill to include usable spaces like kitchen and toilets
imparting clarity which was not the case earlier.
 A developer’s liability to repair structural defects has been increased to 5 years from the earlier
2 years.
 The buyer will pay only for the carpet area (area within walls). The builder can’t charge for the
super built-up area, as is the practice at present.
 Developers will be able to sell projects only after the necessary clearances. Under RERA,
builders and agents will have to register themselves with the regulator and get all projects with
more than eight apartments registered before launch.

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Godrej Properties Limited is a real estate company with its head office in Mumbai,
India. A subsidiary of Godrej Industries Ltd, the company was established in 1990
under the leadership of Adi Godrej. The company is currently developing projects
that are estimated to cover more than 89.7 million square feet. It is operational in
12 major cities across India including Chandigarh, Gurgaon, Ahmedabad, Kolkata,
Nagpur, Mumbai, Pune, Hyderabad, Mangalore, Bengaluru, Chennai and Kochi.
Godrej Properties Limited was founded as Sea Breeze Constructions and
Investments Private Limited on 8 February 1985. It was registered under
the Companies Act, 1986 with the Registrar of Companies in Mumbai. In
accordance with a special resolution of the shareholders in the year 1990, the
company’s name was changed to Godrej Properties and Investments Private
Limited. Subsequently, the name of the company was changed to Godrej Properties
and Investments Limited and finally, to Godrej Properties Limited at a general
meeting on 23 November 2004. Currently, Godrej Properties Limited (GPL) is
listed on the Bombay Stock Exchange (BSE) and the National Stock
Exchange (NSE).

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Godrej Properties brings the Godrej Group philosophy of innovation and
excellence to the real estate industry. Each Godrej Properties development
combines a 118-year legacy with a commitment to cutting-edge design and
technology. Godrej Properties is currently developing residential, commercial and
township projects spread across 8 million square meters in 12 cities across India.
Godrej Properties has always embraced the notion that collaboration is the essence
of excellence. To that end, we have worked with the best designers, architects and
contractors within India and around the globe to deliver imaginative and
sustainable spaces. By bringing together the best talent in the global real estate
sector, Godrej Properties works to create developments that will last into the
future, and foresee the needs of each and every resident.
Over the last few years, Godrej Properties has received over 100 awards and
recognitions, including ‘Most Reliable Builder for 2014’ at the CNBC AWAAZ
Real Estate Awards and 'Developer of the Year' award from Accommodation
Times and a 'Best Emerging National Developer' award at the Indian Realty
Awards 2013. The company undertakes their projects through the in-house team
and by partnering with companies operational in the domestic and international
market.

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Current Project
Godrej Emerald
Godrej Emerald is a future residential development in Thane Ghodbunder
Road of Mumbai. This renowned real estate developer has been a benchmark since
its instigation in the real estate industry. There are innumerable distinguished
undertakings developed by this astonishing real estate Giants. This residential
development is offered with numerous enticing and marvelous residential spaces.
Thane is getting transformed with the consecutive real estate development and
other infrastructure Royal development. Mumbai city is heading I had to evolve as
the future gigantic capital of district real estate development. This city is
witnessing the large scale of residential and commercial development in the entire

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town at present. Godrej Emerald Thane is the 6.5 acres of the enormous nest of
splendid residences of district designs and configuration.
Emerald is a hub of 1400 residential units to be constructed right away in future.
This residential development enjoys vicinity to the dominant Express Road transits
accessibility to the remote and adjacent Prime clusters of the city Rapid public
transport services etc. It is equipped of 2.5 acres of the Clubhouse lush amenities.
There is 1.5, 2BHK and 3BHK segments of habitats plan to develop in the coming
time period.
The future deception will be immediate and accessible destination via Ghodbunder
road, kolshet road, Mumbai Agra highway, Eastern Expressway, NH3 etc. Projects
location is adjacent to Western and Central parts of the city at present. Proposed
amenities of this development are followed by swimming pool, amphitheater,
multipurpose Court, kids play area and other premium features.
Godrej emerald project is the joint venture between Godrej properties and
Vihang, where place is own by Vihang and Godrej properties is a developer and all
the paper work is done with the name of Godrej properties. Godrej Emerald is also
got the CC and the construction work is begin. Excavation work for Tower number
7 and club house is already started.

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 The Trees Godrej
Conceptualized as a new mixed-use urban district located on the expanding and
increasingly well-connected eastern edge of Mumbai, The Trees carefully
choreographs a robust program of residential, retail, hotel, and commercial uses
on a 34-acre site. The Trees offers the best aspects of city life close to nature,
and at a pace set by those living here. The development is a unique blend of
uses that ensures a vibrant community will thrive.

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 Godrej Vihaa
Spread across 12.84 acres, Godrej Vihaa is a gated community that will offer
conveniences inside the apartment and a range of modern amenities on the
outside that will provide a holistic lifestyle to the residents filled with
magical moments. The project will elevate the standard of living in
Badlapur, giving the lifestyle in the city a new dimension. Godrej Vihaa is a
residential project that brings a new dawn in your life because at Godrej
Vihaa you don't just move into a new home, you step into a new life.

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 Godrej Prime
Your home at Godrej Prime comes with a state of the art clubhouse, spread
over an area of 6000 sq.ft with a reception and amenities like multipurpose
hall/banquet hall, pantry, mini theatre, indoor games room for playing
carom, chess, cards, steam/sauna, aerobic studio, crèche and library. All this
coupled with the rooftop amenities such as seating alcoves, kids' play area,
senior citizens' area, jogging track ensure that there's enough and more to do
with your time at Godrej Prime.

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 Godrej Sky
Godrej Sky project would come up on a 3 acres of land parcel in Byculla
near Byculla Zoo. Godrej Sky Byculla is a standalone 66 stories high rise
tower. Project is fully loaded with all the amenities & luxury features.
Godrej Sky is a premium residential project located in Byculla, very close to
the Byculla zoo (Jijamata Udyaan). Situated strategically at the Gateway of
South Mumbai-Byculla, Godrej Sky does not only provide you breathtaking
views but also one of the most spacious apartments and exclusivity like
never before

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 Godrej Tranquil
Tranquil is located at Kandivali (E), a thriving suburb of Mumbai. The
smartly designed homes come in a gated society with ample security. Here
every space is utilized to give more in life. Being located near to western
Express highway & upcoming metro line “Godrej Tranquil” is located in a
developed neighborhood. Project is surrounded by many conveniences of
life.

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Distribution Channels for Lead Generations
Distribution Channels are the Marketing Channels used by Developers and Real
Estate Agents because of these channels lead are generated. Following are various
Marketing Channels used to reach to Client:-
 Channel Partners
 Website
 Microsites
 Email Campaign
 Hoarding
 Newspapers
 SMS
 Pay Per Click
 Radio
 Existing Customers
 Referrals
If we focus on this Channel Distribution it is Digital Marketing and marketing
through other Mediums, Here reach is good and the information is sent to the
Target Groups easily and because of which developers gets good leads for the
Project which he is focusing.
All the Channel Distribution have different way to reach Target groups, So the
Activities carried are according to the Source which is used be Developer to reach
audience.

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Lead Generation through Channel Partners
Channel Partners are Real Estate Agents a personwho acts as an intermediary
between sellers and buyers of real estate/real property and attempts to match up
sellers who wish to sell and buyers who wish to buy.Basically these Real Estate
Agents are called as RCP and ICP. RCP are Retail Channel Partners and ICP are
Institutional Channel Partners
RCP are Agents who work individually or Small Team, It mainly focuses on
Specific areas and doesn’t focus on all the projects. RCP mainly Generate leads
through:-Example – Alpha Properties, Pride Estate Consultant etc.
 Active Referencing
 SMS blast
 Emails
 Telecalling Etc.
ICP are Institutional Channel Partners who has offices established in different
locations, they have Teams working for particular project or area. Hence all the
activities are done on large scale by ICP because of which leads are generated
more by ICP then RCP Example of ICP – FANM, Prop Junction, Square yards etc.
Following are the marketing activities which they do for projects in order to
generate leads:-
 Digital Marketing
 Microsite
 Telecalling
 Email Campaign
 SMS
 Active Referencing
All the Marketing Channels Mentioned above is used by the Channel Partners for
Lead Generation. Hence all details about marketing channels are explained below:-

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Lead Generation through Website
A common misconception is that a web lead is the same thing as a phone lead,
walk-in lead or any other type of lead you may have received before. In rare cases
they can be, but a majority of real estate web leads are different in nature and
require special interaction and follow up.
To manage leads effectively you must understand how real estate web leads are
attained. Here is the most common way a lead is acquired from a website:
Website Link:- https://www.godrejproperties.com/
STEP 1:Prospectdoes a search on the search engines, clicks on an advertisement
for your website or types in your website directly into their browserafter receiving
a referral from someone who has been to your website previously.
STEP 2:Prospectgets to your website, spends sometime looking at your featured
properties, using your MLS search or reading about the useful information you
have provided about the communities you specialize in.
STEP 3:Prospectlikes what they have found and looks for a way to contact you
for more information. Luckily you have placed prominent calls to action and lead
generation forms on your website so your prospectscan contactyou easily.
STEP 4:Prospectcompletes a web lead form, usually just providing only their
name and email, and then receives a “Thank You” from you (via web page or auto-
responderemail).

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Lead Generation through Microsite
As the name suggests, a microsite is a small, usually one page, website that acts as a landing
page for your property marketing campaigns. Microsites, otherwise known as landing pages,
have been used in online marketing campaigns for years.
Hence this microsite helps to generate leads at the Call center of the firm who has created the
microsite and then finally it benefits to the developers and firm who created the microsite.
Here are a few of the reasons you should employ the use of landing pages in your property
marketing campaigns.
1) LANDING PAGES ARE AN ESSENTIAL PART OF A SUCCESSFUL MARKETING
CAMPAIGN.
Landing pages have been tried and tested in almost every type of marketing campaign. Why?
Essentially because it increases conversion rates!
The main reason for this is that a microsite focuses on a single objective that matches the ad or
specific product. If you consider the example of sending traffic to your homepage vs. a
standalone landing page, you can understand that your homepage is designed with a more
general purpose in mind. It speaks more to your overall brand and corporate values and is
typically loaded with links and navigation to other areas of your site.
In real estate this means that you are able to showcase and sell that one property without
worrying that you will lose the interest of that particular potential customer. It’s about selling
that home, not you as an agent.
2) GET THE BEST ROI ON YOUR PHOTOGRAPHY, VIDEO AND FLOOR-PLANS.
Often you have already sold the vendor on basic marketing like professional copywriting and
real estate photography. A microsite is a great way to maximize the return on investment on this
marketing spends by telling a vendor that they can have their own dedicated website to sell their
property. Furthermore, a microsite is a great way to convince people to invest in other VPA like
a slideshow video, cinematic property video, interactive floor-plans, etc. If they can see their
microsite as the collection of the marketing materials for their website, they can easily see what
they pay for and thus feel better about their investment.

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3) KEEP THE POTENTIAL CUSTOMER FOCUSED ON YOUR PROPERTY.
Quite often when someone searches for a property online they may land on Realestate.com. or
Domain.com. And it is easy to loose that lead to another property. By linking your marketing
activities to a microsite, people are more likely to follow the short link and view this portal
which, due to its lack out outbound links, keeps them focused on that property, rather then
clicking one of those dreaded “suggested links.”
4) IMPROVED CUSTOMER INSIGHTS WITH ANALYTICS
At the moment, the majority of real estate agents do one of three things:
 On their print marketing they put a link or QR code to the RealEstate.com.au listing,
 On their print marketing they put a link or QR code to an agency website,
 They don’t put any links and let people just Google for the property.
All three of these strategies have one fatal flaw, you have no idea how many of the visitors to
these pages were from your direct marketing and how many were simply online search results.
As a marketer, do we spend more on premium listings on RealEstate.com.au or do we spend time
investing on print or social media for individual properties?
This is where the analytics of a microsite become invaluable. With a microsite, you know how
many hits that page had specifically and where they came from. You can also see where
geographically your potential customers are.
5) ALL THINGS CONSIDERE VERY LOW PRICE POINT.
Microsite ranges from Rs5000-15000per property which is nothing when you consider all the
above benefits.

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Email Marketing
Email marketing is the act of sending a commercial message, typically to a group
of people, using email. In its broadest sense, every email sent to a potential or
current customer could be considered email marketing. It usually involves using
email to send advertisements, request business, or solicit sales or donations, and is
meant to build loyalty, trust, or brand awareness. Marketing emails can be sent to a
purchased lead list or a current customer database. The term usually refers to
sending email messages with the purpose of enhancing a merchant's relationship
with current or previous customers, encouraging customer loyalty and repeat
business, acquiring new customers or convincing current customers to purchase
something immediately, and sharing third-party ads.
 Factors which should be focus before Email Campaign
 Your email marketing needs to reflect your real estate company image
100%. When a person receives your email they need to know from one
glance that it’s from your company without a doubt.
 Ensure that your company logo, colors, and general fonts are used. You
should always keep your branding in mind when developing new marketing
messages.
 If email marketing does not reflect the corporate design, this can have a bad
effect not only on the success of the email campaign, but also on the image
of the company as a whole designer work with you on the layout

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Leads are generated by Email Campaign
Step-1
Once Email Content is prepared first thing for Email Campaign is select the Target
Audience
Step-2
Then blast the Email to Target Audience
Step-3
Once the Campaign is done People will respond to your email and hence Leads
will be generated to the Call Centers
Step-4
After lead Generated to call centers Follow up are done on that lead and request
them for Site visit.

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SMS Marketing
Text messages or short messaging service (SMS) messages are the
messages that people send from their mobile phones.
Text messaging enables information to be sent to groups of people
quickly and conveniently in much the same way as email, making it an
increasing popular e-marketing channel.
EXAMPLE OF SMS Marketing:-
Step in. Indulge. Live Spoilt| Godrej properties at
Thane | 1.5 bed & 2 Bed residences starting77 lacs
Pre-Booknow & relax for 3 years* | Call
XXXXXXXXXX | T&C*.

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Advantages and disadvantages of SMS marketing
Advantages of SMS marketing
 The personal nature of mobile phones makes SMS marketing a very
powerful tool.
 Most people take their mobile phones everywhere - meaning they can be
effective for time sensitive messages.
 People tend to read virtually every text they get - unlike junk mail, spam
or adverts which can be ignored.
Potentialdisadvantages of SMS marketing
 Your message has to be short - you do not have much space to get your
message across.
 People respond negatively to unwanted texts. Make sure you have their
permission to send them texts and that your SMS marketing complies
with privacy and data protection rules.
 People are wary of responding to SMS messages due to an increase in
fraudulent messages. Under the E-commerce Regulations, you are
required to make it clear who the message is from and commercial
communications must be clearly recognizable as such.

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Leads are generated by SMS Marketing
Step-1
Prepare SMS Content
Step-2
Blast SMS to Target Audience
Step-3
Once the Campaign is done People will respond to your SMS and hence
Leads will be generated to the Call Centers
Step-4
After lead Generated to call centers Follow up are done on that lead and
request them for Site visit.

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Billboards
A billboard (also called a hoarding in the UK and many other parts of the world)
is a large outdooradvertising structure (a billing board), typically found in high-
traffic areas such as alongside busy roads. Billboards present
large advertisements to passing pedestrians and drivers. Typically showing
witty slogans and distinctive visuals, billboards are highly visible in the
top designated market areas.
The largest ordinary-sized billboards are located primarily on major highways,
expressways or principal arterials, and command high-density consumer exposure
(mostly to vehicular traffic). These afford greatest visibility due not only to their
size, but because they allow creative "customizing" through extensions and
embellishments.
Posters are the other common form of billboard advertising, located mostly along
primary and secondary arterial roads. Posters are a smaller format and are viewed
principally by residents and commuter traffic, with some pedestrian exposure.

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Advantages and Disadvantages of Billboards
Advantage #1: People Will See It
Since billboards are generally placed along highways and busy streets, you'll be guaranteed that
people will see your advertising. Also, unlike with commercials or magazine ads, you cannot flip
the channel or turn the page on a billboard. Therefore, people will notice the billboard whether
they like it or not. Another added benefit is that many people travel the same route repeatedly,
such as with their commute to work each day. This means that they'll see your billboard
regularly, which makes it more likely to stick in their minds.
Advantage #2: Customized Placement
You can place your billboard advertisement wherever you feel it will have the most impact. This
can be a big advantage when you have a business you want to draw traffic to right off a
particular highway exit, or you have a showroom just down the road. You can also use billboards
in areas where reaching people are difficult. An example is rural farming communities spread
over vast distances. By placing your billboard advertisement along one of the main roads around
the community, you'll greatly increase your visibility.
Disadvantage #1: Messages Must Be Brief
According to Marketing Scoop, on average, a person will see your billboard for about two to
three seconds. This means you'll need to keep your messages short and to the point. Billboards
do better when they focus more on images than on text. Also, billboards are often seen by people
driving by. Since they are in motion, it makes it difficult for them to read. Therefore, any text
written on the billboard must be large enough for them to read easily.
Disadvantage #2: Long-term Commitment
Billboard companies often have businesses enter into contracts that involve long-term
commitments. Mainly, this is because it takes a lot of time, energy and money to constantly
change billboard ads. According to Marketing Scoop, billboard contracts usually cover duration
of three months. This makes billboard advertising less conducive to businesses that frequently
change their advertising campaigns on a weekly or monthly basis. Billboard advertising works
better for overall business and brand advertising than it does for temporary specials and sales.

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How Leads are generated through Billboards
Step-1 Prepare content for advertisement on billboard
Step-2 Select the Locations of Billboards
Step-3 Time period for your Advertisement on billboard
Step-4 Then Advertisements are live on a particulardate
Step-5 Once People see advertisement on billboardsleads
will be generated to Call Centers
Step-6 Follow-ups are doneonce lead are generated to
Call Centers

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Above Images is an Example of Local Newspaper
advertisement.

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What Are the Benefits of Local Newspaper Advertising?
Proactive Audience
Newspaper readers often actively look for advertising in newspapers to search for
deals and coupons. Placing your ad in a newspaper doesn'tguarantee that readers
will notice it, but a reader actively looking for deals is likely to notice your ad, take
the time to read it and possibly act on a sale or offer.
Positive Expectations
Many people feel that certain forms of advertising such as commercials and
website pop-up ads are intrusive. In a local newspaper, ads are often expected by
readers, and their placement is often near content similar to the ad content -- for
example, a shoestore ad in the fashion section or a computer store ad in the
technology section. As this type of placement makes an ad less intrusive, a
negative consumer reaction is less likely.
Targeted Audience
Besides ad placement in sections near similar content, local newspaper advertising
can target a specific audience in other ways. For example, newspapers often have
special sections, releases and insert that target audiences based on events such as a
holiday or season, specific geographic areas such as a street or neighborhood or
specific groups of people such as ethnic groups or college students.

39
Reputation Building
Local newspaper publishers work hard to create positive relationships with
members of the community to build a loyal customer base. As a publisher's
reputation grows, community members begin to trust the company for providing
timely and accurate information and often begin to believe that a trusted local
publisher won't do business with companies that are untrustworthy. By advertising
with a trusted local newspaper that has a loyal customer base, you can build a
positive reputation in the community simply through this association.
Last Minute Changes
Another benefit of local newspaper advertising is rapid turnaround on production
changes. If you need to make last-minute changes to your ad, the newspaper
advertising department can usually get the job done quickly.
Options and Extras
Local newspapers offer small-business owners a wide range of advertising options
that can fit nearly any budget. Options include small 1-inch-square classified ads,
column ads in various sizes by the column inch, half-page or full-page spreads.
You can also negotiate with a publisher to get extra services at no additional cost,
such as color printing, design assistance, a slightly large ad or inclusion of your ad
in the publisher's other products, suchas magazines or brochures.

40
Lead Generation through Newspaper advertisement
Step-1 Prepare content for advertisement on Newspaper
Step-2 Select a particularnewspaperon which
advertisements should be printed
Step-3 Then Advertisements are printed on newspaperon
a particulardate
Step-4 Once People see advertisement on Newspapers
leads will be generated to Call Centers
Call Centers

41
Radio Advertising
Advantages & Disadvantages of Radio Advertising
Local
For small businesses, radio represents a powerful local medium. Local radio
attracts an audience that wants to keep up with local news, events and
personalities. Businesses with a focus on local audiences led the growth in spot
radio advertising in the third quarter of 2011, according to the Radio Advertising
Bureau. Auto dealers and restaurants took the first two places with entertainment
venues and home furnishings figuring in the top six.
Coverage
Radio enables small business to match advertising campaigns with their
geographical markets. Local businesses can use local or regional stations to reach
local customers, while small businesses targeting national markets can advertise on
national radio. Using national radio in conjunction with an e-commerce website
means that small businesses do not have to build a network of outlets to reach a
national audience.
Special Interests
Radio stations target different audiences with their programming schedules,
enabling advertisers to target special interest groups or different age groups with
minimal waste. Different music programs, for example, give you the choice of
targeting a teenage audience, an older audience with an interest in classical music
or cultural events, or a general audience.

42
Cost
Radio advertising is a low-cost medium compared with rates for reaching similar
audiences by press or television advertising. Rates vary by region with higher costs
for radio stations that cover densely populated metropolitan areas. Productioncosts
are lower than those of other media. You can create simple radio ads yourself or
use a productioncompany to create more complex ads. Some radio stations offer
free or low-cost productionservices to advertisers.
Trust
Radio advertisements reach an audience that trusts the medium for information
such as news, weather and sports reports. Radio also plays an important emotional
role in listeners’ lives, according to the UK Radio Advertising Bureau. People
listen to radio when they are getting ready in the morning, doing household chores
or traveling, creating an advertising environment that other media cannot match
Attention
The emotional strength of radio can also be a disadvantage for advertisers. Radio
can provide a background sound for people who are working, traveling or carrying
out chores, which means they are only paying partial attention to content and may
miss advertising messages. Advertisements that use only voice or voice and music
can blend in to general program content, minimizing their impact.

43
Lead Generation through Radio
Step-1 Prepare Content to be announcedon the Radio
Step-2 Select Radio Stationson which Content should be
spoken
Step-3 Select till which date it should be advertised on
Radio Stations
Step-4 Once People listen to Radio Announcementsleads
will be generated to Call Centers
Call Centers

44
Pay per Click
There are pay per click advertising advantages and disadvantages.
Perhaps the best pay per click advertising advantage is that PPC is a
great way to instantly get highly targeted, pre-qualified visitors on your
website.
The main disadvantage of pay per click PPC advertising may be its
popularity. Because PPC ads have become so increasingly competitive,
some businesses may find that PPC bid prices are beyond sustainability.
Still, online advertising with PPC can be a highly effective short term
method of marketing your website.
Before diving into PPC advertising it is advisable to weigh the pros and
cons of PPC search engine advertising to determine how well PPC
online advertising will fit into your online marketing strategy. Here’s an
overview of pay per click advertising advantages and disadvantages.

45
Advantages of Pay per Click Advertising
 Buy Qualified Traffic – Pay per click advertising results are immediate and
deliver highly targeted, motivated traffic. These visitors are actively looking for the
products orservice you have to offer.
 TargetedWebsite Traffic – All PPC ad campaigns allow you to target specific
subsets of searchers, especially Ad Retargeting, which displays your ad to someone
who recently visited your website.
 Niche MarketStrategy – The advantage of niche marketing is that you can target
your pay per click PPC advertising campaign to reach specific niche markets, days
of the week, times of the day, and target specific cities or specific countries.
 SeasonalMarketing Strategies – You can decide to run your pay per click ads
during a slow season when you need more sales or simply turn your PPC ads off.
You can also increase your pay per click advertising during a busy holiday season
when you know people are actively searching and buying. With PPC ads you also
have the flexibility to set what hours and what days your ads will be shown.
 Double Branding Exposure – Many large brands with top search engine listings
will also run PPC ads to get their website listed twice on the first page of the search
engine results – attaining a top Paid Ad listing along with their top organic listing.
 Measurable ROI – This is one of the major advantages of pay per click
advertising. Using PPC analytics you can easily measure your pay per click
campaign results for return on investment and immediately determine what is
working and what is not working.
 Full Control – You are always in full control of all aspects ofyour pay per click
advertising management campaign and your PPC costs.

46
Disadvantages Pay per Click Advertising
The following outlines the disadvantages of pay per click advertising as a long-
term online marketing strategy.
 SearchEngine Optimization vs. Pay PerClick Advertising – SEO can often
attain top first page listings in the organic search results that are sustainable and
enjoy longevity. We generally recommend search engine optimization as a primary
online marketing strategy and pay per click PPC advertising as a short-term
solution while you work on and improve your SEO strategies.
 Temporary Listing Results – The main disadvantage of pay per click advertising
is that the moment a specified budget runs out, your listings will disappear.
 Increasing PPC Advertising Costs – Another disadvantage is that pay per click
advertising bids can become quite expensive especially if you get into a bidding
war with a competitor or you are in a competitive industry to start with.
 FewerClicks than Organic – Studies show that on average, about 85% of online
searchers will click on organic listings first and only 10-15% will click on a PPC
sponsored ad.
 Dynamic Market – Another pay per click advertising disadvantage is that PPC is
a very dynamic market that is constantly changing as your competitors attempt to
outbid you. Pay per click ads must be monitored and adjusted constantly and it
takes great expertise to set up and maintain your PPC ads properly.
 DIY or Hire a PPC Ad Professional – Very few car owners have the skill or the
time to fix their own cars. The same is true for pay per click advertising. Under
bidding, over bidding, and bidding on the wrong keywords are common mistakes
that can costwebsite owners dearly when they try to do pay per click PPC
advertising themselves. We always recommend hiring a PPC professional.

47
Lead Generation through Pay per Click
Step-1The first step in PPC advertising is keyword research to understand what
terms people are using
Step-2 Next, choosethe best PPC keywords you want to bid on to represent
your products orservice
Step-3 Then set the bid amount for each specific target keyword – what is the
maximum amount you are willing to pay for each personwho clicks on your PPC
ad
Step-4 Write relevant and engaging PPC ad copyto entice visitors to click on
your ad
Step-5 Create a PPC landing page or link your PPC advertising to an existing
landing page on your website that is most relevant to the search request
Step-6 Postyour ad so the PPC Platform can start showing your PPC ad in the
search results
Step-7Develop a list of keyword variations (negative keywords) you don’t want
your ads showing up for
Step-8Use PPC analytics to track your PPC visitor activity on your website
Step-9Adjust your PPC advertising copyand ad spend as necessary to improve
performance and click through rate

48
Lead Generation through Existing Customers
Lead generated through existing customer is basically called as Loyalty
which means Client has a Particular Brand product and he still continues
to buy a new product of same brand and hence it indirectly becomes a
lead for the Brand
Lead Generation through Referrals
Here Referrals are the lead which is shared by the existing customers
who use a particular brand product. Here the Existing Customer is asked
to share some Referrals who wish to buy the product of same brand and
if they buy the product then Person who has shared the Referral will get
minimum 1% of agreement value of the product.

49
My Learning’s and Experience
During my internship program learned about Real Estate Industry and how
to deal with Channel Partners and Customers. I spent my initial few days learning
about the organization and understanding what was expected from me as a intern.
I‘ve learned about the various industries related to Godrej Properties. I also got the
opportunity to interact with the senior management of the company. Being a
fresher, these sessions were of vital importance as they helped me learn about the
work methods in corporate environment and gain a better sense of how Real Estate
Industry works.
Godrej Properties is into various projects all over Mumbai, from which I was
assigned Godrej Emerald site in Thane. I learned about Godrej Emerald site and
how the Sales team functions. Later I was assigned my individual work and targets
like to contact Channel partners, brief them about the project and inviting them to
visit our site for event.
In CP meet, I met various Channel Partners who were interested to work
with Godrej Emerald project in Thane. I explained them about the project by
showing them a sample flat and describing the entire project model. I tried to
convince Channel Partners in bringing as many Clients as possible at site. I built a
good business relationship with most of our Channel Partners and always updated
them about changes and offers regarding our site.

50
I also learned about the cost sheet of the project and then attended clients
and explained them about project, cost sheet, payment structure and answered their
queries. It was a very different experience as compared to the Channel Partners, as
clients are the investors. They ask many questions and need to be followed
regularly. I also made follow up calls to the clients and took their reviews about the
project and tried convincing them to invest in our project.
I also did competitive analysis and visited their sites to gather all
information about the competitors and compared the results with our project.
It was Launch period of Godrej Emerald project. I was allocated Western
suburbs (Mahim to Bandra) field work, I did calling a Channel Partner and fix up
meeting with these Channel Partners to give them brief about project and push
them to start working with Godrej Emerald. This helped me in learning what sales’
pitching is and how to communicating with channel partners and clients. In my
field work, I was assigned to gather more information about the market and the
restrains if any for this project. I observed that Channel Partners on western
Suburbs were unaware about the project as it was far away from their offices but
after our meeting they got to know about the project and were impressed with the
project Godrej Emerald.
Major learning’s was to covert Inactive partners into Active partners as it
was biggest Launch of Godrej Properties in Q2 (2017) there were many offers for
channel partners as well as customers.

51
During the flied work I Meet 118 Channel Partners learnt a lot from each
Channel partners they shared their input on Market, RERA, some inputs about the
Project which gave me more idea about all this aspects
Apart from the above learning’s there are few more learning’s such as:-
 Learnt entire Structure of Real Estate market
 How leads are generated
 How to approach clients
 How to create an emergency so that client takes less time to book the Flat
 How I can make more meetings in a day
 How we can bring business from Channel Partners
 Also experienced Channel Partners Meet of Both ICP and RCP
 Got Entire experience of Launch
It was a challenging experience for me to know about ground level sales and
to know so much about Real Estate Industry and how it works in such a short span.
Every day I was learning new things which helped me in improving my
personality. This internship helped me in gaining confidence, improved my
communication skills, and gave me a hand on experience in of sales which made
me a better professional.

Blackbook on Lead generation by Distribution channels in Real Estate

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