1. REAL ESTATE
A tale of growth.

2. INTRODUCTION
 What is Real Estate ?
 What relevance does Real Estate holds in our economy?
 What has changed the face of Real Estate?
 Ways to achieve sales figures in Real Estate.
 Key risks and concerns.

3. REAL ESTATE ??
• Land plus anything permanently fixed to it, including buildings, sheds and other items
attached to the structure.
• Although, media 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 real estate include undeveloped land, houses, condominiums,
townhomes, office buildings, retail store buildings and factories.

4. GROWTH ENGINE OF ECONOMY
 Second largest employer.
 Expected to grow over 30% by next year.
 FDI to touch $25 Billion in next 10 years from its current $4 Billion.
 Market size to touch $180 Billion by 2020.
 Housing sector alone contributes 5-6% of the total GDP.
 Ranks 3rd among 14 sectors in terms of direct, indirect and
induced effects in all sectors of the economy.

5. DRIVERS FOR GROWTH OF REAL ESTATE
 Nuclear families
 Rapid urbanization
 Rural Urban migration
 Ever developing infrastructure
 Higher income levels and housing demands.
 Easy finance options

6. ROLE OF REAL ESTATE DEVELOPERS
 To bridge the gap between construction ability and customer’s
need.
 To offer value in terms of design, location, cost and functionality.
 Infrastructure development.

7. STORY OF BRAND BUILDING IN REAL
ESTATE
SITUATION
ANALYSIS
CREATE
VALUE
CAPTURE
VALUE
SUSTAIN
VALUE

8. SITUATION ANALYSIS
THE 5 CS
 Customers – Most Likely to buy
 Company – Its strengths and weaknesses
 Competitors – Red or Blue Ocean
 Collaborators – Sales partner / development partner
 Context – Opportunities and threats

9. CREATING VALUE
 TARGETING
1. Segmentation 2. Selection 3. Positioning
 Marketing Mix ( The 4Ps)
1. Products/Services 2. Promotion 3. Places/Channels 4. Price

10. CAPTURE VALUE
PRICING
 Market Penetration
 Prestige Pricing
 Cost / Margin Pricing

11. SUSTAINING VALUE
 Customer acquisition
 Customer retention
 Customer experience

12. SALES CHANNELS
 Direct – Majorly through ATL and BTL campaigns
 Indirect – Through Channel Partners
 Loyalty
 NRI Investment

13. KEY RISKS AND CONCERNS
 Overheating Market
1. Rise of inflation
2. Persistent demand supply gap leading to spiraling property prices
3. Rise of capital values in all key markets
4. Oversupply expected in few product classes.
 Unclear Titles
 Interest Rates
 Time consuming approval
 Overindulgence
 Speculative Supply