Suggestions to rationalize the emotional appeal created by the #LOOKUP campaign, and kick-start the journey for prospective home-lookers.

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