On Conference of Real Estate Marketing Technique Covering Subject of Branding Real Estate Real and virtual media for real estate living integration Talk about place for projects to be talked about Real estate is not only about online sales Real market scenario positioning

2. IndexIndex
• Real and virtual media for
real estate living integration
• Talk about place for projectsp p j
to be talked about
• Real estate is not only aboutReal estate is not only about
online sales
• Real market scenario• Real market scenario
positioning

3. Scape of our landp
landThe landwe walk on,
the soilwe smell, the airwe breathe…
is identical for all beings.
How we look at the spacewe call our own
diff t… makes it different

4. In realityIn reality
“When you marry someone,When you marry someone,
you marry
the family
For that you need to know
everything about the
family ”family.

5. In realtyIn 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.

6. It’s not
carpet area branding
……

7. …
It’s super built-up area branding
…

8. Because when you build, develop,
market and establish a name for yourmarket and establish a name for your
product even after sell-out
Its stays to live …
because its ‘become brand’because its become brand

9. Wh d i b d?What do you see in a brand?

10. 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

11. Hygiene is like making it
home

12. So what’s branding?g
Branding is falling in love
Branding is being in a relationship
Branding is working on the relationshipBranding is working on the relationship
with trust, honesty and differences
B di i hBranding 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
doesn’t give a second chancedoesn t give a second chance

13. And such many relationships exist
in communities will reside in

14. Actually…Actually…
Branding is digital democracy
A b d i t d f b d f it lA brand is created for, by and of…its people

15. How does Onecreate a brand that’s
digitally provocative?

16. The brand foundationThe 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 motherp j p , y
Work on the mother brand
and the children projects will inherit to growand the children projects will inherit to grow

17. 1. Real and virtual media for real estate
living integration
• Create value for your creationCreate value for your creation
• Transfer the value

18. • Create value for your
creationcreation

19. T k it h dTake it on head on
Offer something better: A better home, a better community, better
facilities a better investment or simply a better business opportunityfacilities, 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

20. Get real with the realtyy
Your brochure wont speak as much as thep
conviction in your honesty
T f f fThe 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 allLike 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 belife improving projects to its customers the created value will be
cumulating, growing even in stressful financial markets

21. Brand remedy
• The receptionist’s tone of speaking
• The language and decorum of emails pushed outThe language and decorum of emails pushed out
• Receiving guests at the site and office
• Advising on the chosen place/location before selling
space especially onlinespace, 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 litHonesty is a contagious digital hospitality

22. Transfer the value

23. ‘Goodwill’ marketingGoodwill marketing
1. Good will1. 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 thesatisfaction 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
strategystrategy
• Address their issues, especially on social media/blogs till they stay calm

24. Mother brand adoptionMother 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 callA call
• A physical good wishes letter
• Invitation to project openings
• Community building around the property

25. 2. Talk about place for
projects to be talked aboutprojects to be talked about

26. Place yourself there
b f l thbefore 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?
• What’s in it for every member of the families beyond basic
amenities; especially for children and adults that spend long
hours alone

27. Conceptualise communitiesConceptualise 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 valueactually building connection and value.

28. Brand remedy
• One-on-one meet
• Press releases
• Advertorials
• White papers• Press releases
• Blogs
• White papers
• Exhibitions
• Forums/seminars • Location based microsites

29. 3 Real estate is not only about online sales3. Real estate is not only about online sales

30. Get sold before you sellGet 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?
That’s what a brand doesThat’s what a brand does.
Build it to get sold even without anything left to sell

31. Brand remedyBrand remedy

32. 4 Real market scenario positioning4. Real market scenario positioning

33. Precision in recessionPrecision in recession
• Customers don’t want to buy
• Customers don’t 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?

34. Brand remedy: Online thought leadershipBrand remedy: Online thought leadership
When you cant sell, only tellWhen 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 uptoBuild yourself as a brand the industry looks upto

35. Real rulesReal 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 with3. 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 t4. 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.

36. B di i t h tBranding is not what you see
Branding is what you get to
take home

37. Thank youThank you
Chatty Girija
Binary Web Solutions (I) Pvt LtdBinary Web Solutions (I) Pvt. Ltd.
www.binaryic.com
chatty@binaryic.com