The document discusses the emotional appeal of homeownership for middle-class Indians and the challenges faced in the process, such as skyrocketing prices and lack of awareness regarding financial options. It suggests strategies to instill buyer confidence, including personalized assistance and improved visualization of listings. Innovative ideas like a 'tinder for homes' and enhanced usability through technology integration are proposed to streamline the home-buying experience.

1. #RELOOKUP
Rationalizing the emotional appeal
Prasad Gupte
me@prasadgupte.com

2. Appealing the average Indian
• Every middle-class Indian’s dreams of a
house; it’s a life-event
• #LOOKUP touched this aspiration and
made a successful emotional appeal
• It was impossible to miss banners
• But the dream has multiple challenges

3. Persuasion lacked rationale
• #LOOKUP doesn’t persuade rationally
• Quality listings & ease of narrowing are only
tip of the iceberg
• Skyrocketing prices are a major barrier
• Prospective buyers are unaware of their
financial capacity & options

4. Instilling buyer confidence
• Positive affirmations alleviate
challenges, at least psychologically
• Buyers need
– evidence that their dream is out there
– assistance in kick-starting the journey
– reminders to keep following their goal

5. Kick-starting the journey
• Understand users goals thru their profile...
– Current home, workplace, family, budget, etc.
• Visualize challenges that drive change…
– time spent in commute
– lifestyle score benchmark, etc.
• Propose improvement strategies…
– Through valuation & financing strategies
• Relocating, Subletting, loan

6. For example…
TELL US A BIT SO WE CAN HELP
LIVING IN A
1 BHK ∨Rented ∨
NEAR
Dahisar East, Mumbai, MH
KIDS?
WORKPLACE
SEEPZ, JVLR, Andheri (E)
Dahisar Check Naka, Mumbai
Lifestyle Rating: 4.9
2BHK rents starting Rs.18,000 p.m.
1BHK homes starting Rs.45.0 Lacs
Enjoy a Lifestyle Rating of 6.7
Move close to Kandivali East, Mumbai
Reduce commute by 30 minutes
674 homes starting Rs.24,000 p.m.
LOOKUP
I WISH TO INVEST
Rs.20-25K p.m. To Rent ∨

7. Engagement = f(Relevance)
• My Lifestyle Formula
– Allow buyers to prioritize personal choices
– Areas, amenities, distance from bus/rail station –
whatever they care about
• Tinder for homes (Name TBD)
– Flashes 3-5 suggestions at a daily schedule
– Fine tunes future results based on likes (Algorithm TBD)

8. Alternate visualizations
• Like filters, visualize listings based on
multiple parameters
– commute times, distance from workplace
• Integration with Traffline/Google Maps
– commute options: bus, train options
• Integration with mIndicator/Ridlr
– Hot Deals: asking price v/s local average
– Offered v/s Required area (sq. ft.)

9. A new dimension to listings
• 3D visualization
– Photograph properties using technologies like
matterport.com that offer simplified, cost-effective
capture solutions
– Design 20s walk-throughs with commentary
– Photograph surroundings to justify life-style

10. Enhance usability
• Show prices vis-a-vis local trend (with justification?)
• Hide missing amenities, unless a user-required amenity
is missing
• Provide an estimate of statutory costs (disclaimer)
• When a view has fewer than 3-5 listings, enlarge
pictures on the map to call action (Usability TBD)
• When viewing a single property, explore locality on the
map to reduce noise & visualize better

11. Some heuristic feedback…
• Affordance: Missing call to action when starting with alerts
• Freedom: Cannot switch to buying from the selling side
• Consistency: Most pages do offer such the above switch
• Feedback: No reminder of next steps when adding listing
– Knowing that a rep will contact, might avoid false leads
• Recovery: Alert when user too much zoom shows no listings
• Metaphor: Replace the ‘Verified’ text with a green check icon
– A filled icon is a common metaphor, used on Twitter, Pinterest, Facebook
• Efficiency: Add listing confirmation SMS could have included mobile
verification code to expedite acquisition

12. THANK YOU
me@prasadgupte.com / 982 092 8393, If you’d like to discuss