Real estate today is a booming industry where many players are trying to voice out their consumers in different way the Fact remains what are the consumers looking at ? Therefore Consultancy through this study brings out the factors and figures Real Estate Marketing managers should look at when communication to the customers www.thereforeindia.com

1. Therefore Consultancy and Services Pvt. Ltd.

2. Brand Communicates….
Media Broadcast…
People Perceive…

3. About Therefore Solutions
 Therefore Consulting and Solutions Pvt. Ltd. (TC&S) is a technology
enabled marketing research and analytics solution provider
 Our pioneering research and analytical methods help business
measure equity, perception and position a brand appropriately
amongst its target audience
 Our analytics are designed to help a business understand the
efficiency of the marketing and communication plan
 In a nutshell, we provide an integrated platform in order to arrive at
an informed decision

4. Background
 Ethnographic analysis for Campaign A, XYZ Ltd. print campaign
 Project: Go Green…
 Number of Creative: Two
 Medium: Newspaper
 Publication: Publication A, publication B
 Campaign ID: IB23432
 Campaign Cost: Rs 20 lacs
 Study was carried on the call recordings of the above mentioned
campaign.
Note: The above names are only for reference and has no direct connect to any brand or company

5. Glimpse
Total Calls: 308 calls Calls Analyzed: 210 calls Failed Calls : 98 calls
163
calls
47
calls
Total Call Duration: 12hrs 39min 44sec Average Call Duration: 04 min.
Less than 15 sec: 01 calls
Between 15 sec & 1:59 min: 73 calls
Between 2 min & 5 min: 85 calls
Above 5 min: 51 calls

6. Time Spent on Call
24
50
42
23
20
15
9 9 8
5
2 1 1 1
0
10
20
30
40
50
60
0, 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 12, 14, 26,
Countofcalls
Calls
Minute

7. Call Duration
0
10
20
30
40
50
60
70
<15 sec 15 sec to 1:59 min 2 min to 5 min > 5 min
CountofCalls
Male
Female

8. Cost Per Lead
0.00
1000.00
2000.00
3000.00
4000.00
5000.00
6000.00
7000.00
8000.00
9000.00
10000.00
Cost
Rupees
Cost Per Lead
Effective Cost Per
Lead
 Cost Per Lead= Advertising cost/Total leads generated
 Effective Cost Per Lead= Advertising cost/(Total leads
generated- Lost leads)
 The effective cost per lead is
increased by 32% due to the failed
call
 Effective Cost per lead increases
by Rs.3030
 Cost per minute is Rs.2633.52

9. Call Duration Wise Conversion Ratio
0%
10%
20%
30%
40%
50%
60%
70%
<15 sec 15 sec to 1:59 min 2 min to 5 min > 5 min
Ratio in %
Conversion Ratio of 5min
slot seem higher
 Conversion refers to the count of callers accepting to come for visit

10. 0
10
20
30
40
50
60
70
80
90
<15 sec 15 sec to 1:59 min 2 min to 5 min > 5 min
CostPerConversion Opportunity To Speak
 Cost Per Min= Cost per lead/ Total time in given category
 Cost Incurred= (cost per min* total min)/conversion
Total Calls: 73
Total Time:
1hr 33min
Cost Incurred :
Rs.40,828.33
Total Calls: 85
Total Time:
4hr 29min
Cost Incurred :
Rs23,639.35
Total Calls: 51
Total Time:
6hr 37min
Cost Incurred :
: Rs32,682.80
Total Calls: 01
Total Time:
11 sec
Cost Incurred :
Rs2,633.52
Calls more than 5mins cost
more with less leads as
compared to 2 to 5min slot

11. 0
5000
10000
15000
20000
25000
30000
35000
40000
45000
<15 sec 15 sec to 1:59 min 2 min to 5 min > 5 min
CostPerConversion
Cost Per Conversion
Conversion: 06
Conversion Ratio:
8%
Cost Per
Conversion:
Rs40,828.33
Conversion: 30
Conversion Ratio:
35%
Cost Per
Conversion:
Rs23,639.35
Conversion: 0
Conversion Ratio:
no conversion
Cost Per
conversion:
Rs2,633.52
 Conversion Ratio = Total Call/Visits Fixed
 Cost Per Conversion = Time Required Per Conversion * Cost Per Min Of A Given Category
Conversion: 32
Conversion Ratio:
63%
Cost Per
Conversion:
Rs32,682.80
Total Calls: 73 Total Calls: 85 Total Calls: 51Total Calls: 01

12. Snapshot Of Call Time to Conversion
Count Of Calls: 01
Total Time : 11 sec
Cost Per Conversion : No Conversion
Count Of Calls: 73
Total Time : 1hr 33min 2sec
Cost Per Conversion: Rs.40828.33
Count Of Calls: 85
Total Time : 4hr 29min 29sec
Cost Per Conversion : Rs. 23639.35
Count Of Calls: 51
Total Time : 6hr 37min 13sec
Cost Per Conversion : Rs.32682.80
Calls less than 15 sec Calls from 15 sec to 2min
Calls from 2min to 5min Calls more than 5min
Conversion Ratio: 0%
Conversion Ratio: 35%
Conversion Ratio: 8%
Conversion Ratio: 63%

13. Conversion Cost - Case 1
0.00
5000.00
10000.00
15000.00
20000.00
25000.00
30000.00
35000.00
40000.00
45000.00
0
20
40
60
80
100
120
140
<15 sec 15 sec to 1:59 min 2 min to 5 min > 5 min
Total Calls Cost Per Conversion Revised Cost Per Conversion
The cost per conversion
decreases if the leads from 15
sec to 2min slot are
transferred to 2to5min slot

14. 0.00
10000.00
20000.00
30000.00
40000.00
50000.00
60000.00
70000.00
0
20
40
60
80
100
120
<15 sec 15 sec to 1:59 min 2 min to 5 min > 5 min
Total Calls Cost Per Conversion Revised Cost Per Conversion
Conversion Cost -Case 2
The cost per conversion is
lowest when the leads
from 15 sec to 2min slot
are transferred to 5min
slot

15. OTHER ATTRIBUTES INQUIRED

16. Inquiry Type
Time Duration
(min.)
Casual General In-depth
Grand
Total
0 20 4 24
1 22 16 12 50
2 11 13 18 42
3 2 6 15 23
4 5 15 20
5 5 10 15
6 1 8 9
7 1 8 9
8 2 6 8
9 5 5
10 2 2
12 1 1
14 1 1
26 1 1
 Casual inquiry: Less than 3 inquiries
 General inquiry: 3 to 4 inquiries
 In-depth inquiry: 5 or more inquiries
42 40
81
13 13
21
0
10
20
30
40
50
60
70
80
90
Casual General Indepth
Male
Female
163
78%
47
22%

17. Inquiry Category
17%
17%
13%
12%
12%
11%
11%
4%
3%
Cost Area Commuting
Payment Options Scheme Possession date
Project Inquiry Amenities Availability of the flat

18. Area Vs. Cost
Area
Time
Duration
(min.) No Yes
Grand
Total
0 12 12 24
1 4 46 50
2 1 41 42
3 23 23
4 20 20
5 15 15
6 2 7 9
7 1 8 9
8 8 8
9 5 5
10 2 2
12 1 1
14 1 1
26 1 1
Cost
Time
Duration
(min.) No Yes
Grand
Total
0 6 18 24
1 2 48 50
2 1 41 42
3 23 23
4 20 20
5 1 14 15
6 9 9
7 9 9
8 8 8
9 5 5
10 2 2
12 1 1
14 1 1
26 1 1
 AREA and COST
emerge as the most
inquired category
 However COST is
preferred over AREA
when referring to calls
less than 2 min.

19. Commuting Vs. Possession
Commuting
Time Duration
(min.) No Yes Grand Total
0 18 6 24
1 15 35 50
2 12 30 42
3 2 21 23
4 3 17 20
5 3 12 15
6 2 7 9
7 2 7 9
8 1 7 8
9 1 4 5
10 2 2
12 1 1
14 1 1
26 1 1
Possession
Time Duration
(min.) No Yes Grand Total
0 19 5 24
1 29 21 50
2 21 21 42
3 4 19 23
4 3 17 20
5 3 12 15
6 9 9
7 1 8 9
8 3 5 8
9 5 5
10 2 2
12 1 1
14 1 1
26 1 1
 COMMUTING and
POSSESSION
respectively are the
most preferred aspects
after cost and area
 Followed by these are
factors like PAYMENT
OPTIONS, AMENITIES
and AVALIABILITY OF
FLAT

20. Availability, Payment Options and Amenities
Availability
Time Duration
(min.) No Yes Grand Total
0 24 24
1 44 6 50
2 36 6 42
3 18 5 23
4 15 5 20
5 14 1 15
6 7 2 9
7 6 3 9
8 5 3 8
9 4 1 5
10 2 2
12 1 1
14 1 1
26 1 1
Payment Options
Time Duration
(min.) No Yes Grand Total
0 20 4 24
1 28 22 50
2 15 27 42
3 6 17 23
4 1 19 20
5 2 13 15
6 1 8 9
7 9 9
8 8 8
9 5 5
10 2 2
12 1 1
14 1 1
26 1 1
Amenities
Time Duration
(min.) No Yes
Grand
Total
0 24 24
1 50 50
2 35 7 42
3 19 4 23
4 15 5 20
5 12 3 15
6 2 7 9
7 4 5 9
8 3 5 8
9 5 5
10 2 2
12 1 1
14 1 1
26 1 1

21. Phase Wise Project Inquiry
Project Inquiry
Time
Duration
(min) NA Phase 1 Phase 2
Grand
Total
0 22 2 24
1 28 15 7 50
2 23 8 11 42
3 7 7 9 23
4 5 10 5 20
5 1 9 5 15
6 1 5 3 9
7 5 4 9
8 1 2 5 8
9 2 3 5
10 1 1 2
12 1 1
14 1 1
26 1 1
69, 57%
53, 43%
Phase 1
Phase 2
 NA: Callers didn’t inquire about the phase,
nor was it inquired by the agent

22. Brand Recall
Brand recall
Time
Duration
(min.)
Product
Name
Company
Name
Newspaper
ad
Grand
Total
0 1 10 11 24
1 14 22 11 50
2 10 21 11 42
3 9 6 7 23
4 7 9 4 20
5 2 11 2 15
6 5 4 9
7 3 5 1 9
8 2 5 1 8
9 1 4 5
10 2 2
12 1 1
14 1 1
26 1 1
103
51%
52
25%
49
24%
43
27%
81
51%
34
22%
6
13%
22
48%
18
39%
Male Female
Company Name
News Paper
Product Name

23. Number Exchanged Vs. Visit Fixed
100
48%110
52%
YES No
83
83%
17
17%
Male
Female
58
58%
42
42%
Agreed for Visits Disagree
Agreed for
Visits
50
86%
8
14%
Male
Female
Number
Exchanged

24. Language Spoken
113
54%
91
43%
2
1%
4
2%
English Hindi Marathi Multiple
87, 53%
73, 45%
1, 1% 2, 1%
26, 56%
18, 38%
1, 2% 2, 4%
Male FemaleOverall callers

25. Area Wise Calls
Calling Area Calls Calling Area Calls
AIROLI 1 MUMBAI 1
ANDHERI 2 NAVI MUMBAI 2
DADAR 1 NERUL 1
JOGESHWARI 1 SION 1
JUHU 1 THANE 2
KALYAN 1 VASAI 1
KURLA 3 VIRAR 1
MALAD 1 WADALA 1
NA 189
189
90%
21
10%
NA
Total
 NA: Callers didn’t mention the area, nor
was it inquired by the agent

26. Publication Wise Inquires
1
1%
196
93%
13
6%
All days
1
1%
105
94%
6
5%
12-Jan, Sun
0
0%
91
93%
7
7%
15-Jan, Wed
Publication A Publication B Publication C

27. PERFORMANCE OF THE AGENTS:

28. Agent Performance
Agent Name
Minute wise Average Calls
Total Average
Calls
Minute wise Good Calls Total
Good
Calls
Agent wise
Total Calls
0 1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 10 12 14 26
AMIT GUPTA 7 7 1 1 3 2 1 22 2 1 3 2 1 1 10 32
ARPAN 2 3 1 1 7 1 4 5 1 1 2 1 15 22
ASHWIN 2 2 1 5 6
GARGI 1 3 4 1 1 10 1 1 2 12
GINI 1 1 2 1 1 1 3 5
MAYUR 1 2 2 1 6 6
MOHIT WADHWA 1 1 2 3 3 2 2 3 1 1 17 18
NOT KNOWN1 2 3 1 6 1 3 1 1 1 7 13
NOT KNOWN2 1 1 2 2
NOT KNOWN3 1 1 1
PRASHANT 2 7 4 3 2 1 19 1 1 2 21
PUNEET 3 2 2 2 1 1 1 12 1 1 1 1 4 16
R N MOHANTY 2 9 8 6 6 1 1 33 1 1 34
VISHAL 4 1 2 7 1 1 2 9
WARREN MONTERO 1 3 3 1 1 9 1 1 1 1 4 13

29. Agent Wise Analysis
 Amit
 Total Time Spent: 111 min.
 Average Time Spent: 3:30min.
 Numbers Exchanged: 12
 Site visit : 9
 Arpan
 Total Time Spent: 64 min.
 Average Time Spent: 2:45 min.
 Numbers Exchanged: 16
 Site visit : 6
 Ashwin
 Total Time Spent: 17 min.
 Average Time Spent: 2:47 min.
 Numbers Exchanged: 5
 Site visit : 5
 Gargi:
 Total Time Spent: 39 min.
 Average Time Spent: 3:17 min.
 Numbers Exchanged: 4
 Site visit : 5

30. Agent Wise Analysis
 Gini
 Total Time Spent: 41 min.
 Average Time Spent: 8:10 min.
 Numbers Exchanged: 3
 Site visit : 4
 Mayur
 Total Time Spent: 18 min.
 Average Time Spent: 3:00 min.
 Numbers Exchanged: 3
 Site visit : 2
 Mohit
 Total Time Spent: 109 min.
 Average Time Spent: 6:00 min.
 Numbers Exchanged: 12
 Site visit : 7
 Prashant:
 Total Time Spent: 66 min.
 Average Time Spent: 3:10 min.
 Numbers Exchanged: 9
 Site visit : 10

31. Agent Wise Analysis
 Puneet
 Total Time Spent: 68 min.
 Average Time Spent: 4:13 min.
 Numbers Exchanged: 8
 Site visit : 6
 Mohanty
 Total Time Spent: 103 min.
 Average Time Spent: 3:00 min.
 Numbers Exchanged: 16
 Site visit : 4
 Vishal:
 Total Time Spent: 27 min.
 Average Time Spent: 3:00min.
 Numbers Exchanged: 2
 Site visit : 1
 Warren:
 Total Time Spent: 52 min.
 Average Time Spent: 3:58 min.
 Numbers Exchanged: 5
 Site visit : 5

32. Agent Wise Analysis
 Unknown (Phone No: 8082630717)
 Total Time Spent: 37 min.
 Average Time Spent: 2:50 min.
 Numbers Exchanged: 5
 Site visit : 4
 Unknown (Phone No: 9004458246)
 Total Time Spent: 4 min.
 Average Time Spent: 1:54 min.
 Numbers Exchanged: 0
 Site visit : 0
 Unknown (Phone No: 9987903241)
 Total Time Spent: 6 min.
 Average Time Spent: 6:00 min.
 Numbers Exchanged: 0
 Site visit : 0

33. Total Call Attended
32
22
6
12
5 6
18
13
2 1
21
16
34
9
13
0
5
10
15
20
25
30
35
40 FemaleMale

34. Agent Wise Duration of Call
15
16
3
8
1
3
5
10
2
0
13
8
19
6
7
12
2
3
2
0
3
7
1
0 0
5
4
13
2
4
5
4
0
2
4
0
6
2
0
1
3
4
2
1
2
0
2
4
6
8
10
12
14
16
18
20
Less than 2 Min 2 to 5 Min Above 5 Min

35. Communication Skills During Call
22
7
5
10
2
6
1
6
2
1
19
12
33
7
9
10
15
0
2
3
0
17
7
0 0
2
4
1
2
4
0
5
10
15
20
25
30
35
Average Good

36. Language Spoken
18
17
5
6
4 4
8
10 10 10 10
4
7
14
3
1
6
2
8
3
2
1
11
6
23
5
6
0
5
10
15
20
25
English Hindi Marathi Multiple

37. Snapshot
Issues
Male Female Total positive
inquiriesYes No Yes No
Inquiry About Area 147 16 43 4 190
Inquiry About Cost 154 9 46 1 200
Inquiry About Commuting 114 49 37 10 151
Ad Mention 158 5 46 1 204
Asking for any scheme 107 56 25 22 132
Mention of Possession date 95 68 31 16 126
Availability of the flat 24 139 8 39 32
Project Inquiry 100 63 22 25 122
Payment Options 104 59 33 14 137
Amenities 35 128 11 36 46
Numbers Exchanged 83 80 17 30 100
Asked for Visit 57 106 11 36 68

38. SYNOPSIS AND CONCLUSION:

39. Issues or Questions asked
 Majority of the questions asked or answered are call which are within 2 minutes
 Out of 210 calls only 32 people have asked for the flat availability, where as only
102 have made an in-depth inquiry
 It was observed that majority of the callers are males with 78%
 Out of 210 people who called 58 agreed to visit the property
 51% of the people who called had “Company Name” as brand recall while 24%
referred it as “Products”
 Majority of the language spoken was English with 54%, followed by Hindi with 43%
as next preference
 90% of the people who called, did not refer where they stay, neither was it asked
by the Agents
 86 out of 308 calls, i.e. 28% of the total calls, were dropped calls.

40. Thank You