Tag Archives: Communication in real estate

Builders need to learn dialogue with buyers

Posted on by Track2Realty
Track2Realty Exclusive

Bottom Line: Commnication in the Indian real estate is all about monologue than dialogue. Within the offices the developers adopt this strategy with the employees and for the outside world the strategy is rolled out through advertising and public relations 

Communication, Dialogue, Builder Buyer interaction, Builder buyer conflict, Non communicative builders, Monologue of builders, Builders avoiding buyers, India real estate news, Indian realty news, Real estate news India, Indian property market news, Investment in real estate, Track2RealtyThe real estate sector is in dire need to communicate an connect with the stakeholders and society at large. In the name of communication all that they do is to hire a PR (Public Relations) agency for the purpose of brand building but do not understand what is communication in the right context.

The absence of skilled communication professionals makes the matters even worse. And media is not ready to take the industry and its practitioners who, more often than not, do not even read what they themselves send to the journalists on beat.

The Indian real estate has by and large failed to communicate & connect with the stakeholders in the right spirit

Some of the real estate advertising has evoked sharp criticism and outrage for being class-conscious than classy

Communication of Indian developers is more about monoligue than dialogue

The question is whether comunication is the weakest link in the list of best practices for the Indian real estate. The opinion may be divided over the weakest link, but what cannot be doubted or debated is the fact that media greedy developers do not understand how to connect with the media. More importantly, they do do not know the importance of connecting with all the stakeholders and keeping the communication uniform; something that will definitely cut short the role of the media.

The developer, in their quest to get noticed, often end up revealing the deepest instincts of their target audience. And when they cross the level of sensibilities, they generated public outrage as well. For example, recently a Lodha Group advertisement for a luxury residential project read, “You worked your way up to rise above the crowds. Not live with them.” While real estate groups routinely emphasise ‘exclusivity’ to their potential customers, this advertisement was criticised to be a new low for high-end projects.

While this was perhaps remarkable for its pointed and blatant reference to ‘the crowds’, other advertisements also strike a similar chord. For example, another project of Lodha group, emphasises that one of its projects features ‘Thane’s first by-invitation’ residences, and that people who buy houses in the project will ‘live a life only a handful will have the privilege to enjoy’.

Housing projects exemplify this trend of underlining exclusivity and privilege to potential customers the best. That is perhaps because they address multiple instincts—including security, comfort, ideas of purity and pollution and class consciousness. Gated communities are structured in such a way that they keep the ‘underclass’ at an arm’s length, allowing them inside for the sole purpose of serving the residents of the enclave.

In some cases, housing projects also explicitly aim at keeping out people with certain food choices. For example, a developer in Mumbai and another Chennai tried to promote vegetarian-only apartments. The fact that these factors formed the basis of a marketing pitch indicated that the company believed that they would work with their target audience.

But class consciousness does not reflect only in terms of the amenities available or the people it ostensibly keeps out. Even names bring with them their own set of biases. For example, in Mumbai, developers are resorting to names like ‘New Cuffe Parade’ and ‘Upper Worli’ to increase the market value of their projects. And hence, Lower Parel is rebranded as Upper Worli, as the former is associated with a working-class mill district.

So, while there has been much criticism of such advertising pitches, they only reflect existing biases and social divisions. Needless to say, such insensitive advertisements lead to Internet outrage. But it seems all that the developers believe is that the very purpose of an advertisement is to evoke response, no matter for right reasons or wrong reasons.

Bloggers missing in Indian real estate

Posted on by Track2Realty
Track2Realty Exclusive

Bottom Line: A business with enough money that connects almost every Indian, real estate yet doesn’t excite professional bloggers to write on the subject.

Blogger, Blogging, Blog, Real estate blogger, Content writing in real estate, Real estate advertising, real estate PR, Real estate communication, Indian real estate news, Real estate news India, Indian property market, Track2Media Research, Track2Realty“What? You mean there are no professional bloggers in the space of Indian real estate?” wondered a journalist friend from UK who had called up for a list of top real estate bloggers in this part of the world. He was not ready to believe that in the age of Internet where the companies are increasingly understanding the benefits of content marketing there are no professional bloggers active in this space.

However, the fact remains that despite of real estate making a sizeable contribution to the Indian GDP and the fact that the business is second largest advertiser in the media space there are no professional bloggers who could be referred as the real estate specialist bloggers.

It is not just about the way the Indian builders operate with media, more often than not, being forced to be the cheer leader. Rather, the subject itself does not excite the largest contributors in this space – the youth. The kind of creative avenue that they have while writing on various others subjects, like travel to food and fashion to lifestyle is something that the brick & mortar business does not provide them. After all, the bloggers would not necessarily enjoy travelling to project site as the look & feel of most of the projects is identical.

 Add to it, the mindset of ‘all hell broke loose’ if you criticised the builder is something that deters the free souls that  the business of blogging demands. There is a school of thought among the bloggers that suggest the nature of the business is such that you don’t get enough followers if you write on the mundane subject like the real estate.

Is it because the digital media in India is not that big and yet to make a serious dent? Despite of digital media being participatory media it could not rival the reach of television or print. Well, if some serious blogging in a spoace like the Indian real estate comes onto the horizon there is no denying that it could indeed challenge the one-way communication that easily escapes accountability.

Wanted a real estate blogger

Necessary qualification: Writing flair with understanding of real estate

Desirable qualification: Ready to explore the world of real estate on ground

Skills needed: An eye for life & story in the brick & mortar

Additional qualification: Ability to not fall into builders’ net of ‘All is Well’

Willingness to face: Wrath of builders

Job challenge: Get access to information even after being critical

Soft skills needed: To connect with the homebuyers

Bhuvnesh Pant, a travel blogger maintains that real estate is one such product that most of the Indians buy only once in the lifetime. Naturally, you don’t have a readership base beyond the point of purchase. “Once the person has bought the house he is no more a serious reader of the blog. And the success of bloggers depends upon repeat redership,” he says.

That any way can not be universally accepted explanation as the real estate worldover has more or less the same kind of consumption pattern. And yet some of the matured property markets of west have specialist bloggers who enjoy large followers and readership base. There definitely is something wrong with the nature of Indian real estate and its inter-linked behaviour with the media.

Take the case of Mugdha Mishra, a second year arts student in Pune who is a passionate blogger. She is just 19 and earns approximately INR 20,000 per month. Till a couple of years back, she had not imagined that her hobby for blogging could earn her some quick buck in the Internet world. She spends about 30 hours a week on blogging.

But then while she has succeeded in emerging as a serious blogger and a taking to a potential full-time career as blogger, her other friend who is as good a writer has failed to do so. The difference lies in the fact that while she blogs on the technology and smartphone applications, her friend opted to write on the real estate.

After all, the success of any blogging depends upon the readers’ interest and, more importantly, ‘WIIFM’ Factor – What’s In It For Me. The ‘sharability’ element of information is critical to the success of the blogging. No matter how wonderful you as a writer are and no matter how vast your knowledge is, it does not matter if you can’t solve the other person’s problems. It must always be about the other person. Your blog should never be about you and your creativity.

Next: Challenges of blogging in Indian real estate

By: Ravi Sinha