Track2Realty Exclusive: The increasing shift of corporate focus towards Noida has been a matter of both research and speculation in the region. While the critics would like to point out that the shift of the Indian business community and the Multi National Companies (MNCs) have been more due to recent economic slowdown that made the scale of economy unviable in the high rental destinations like Gurgaon, the optimists within the built environment would prefer to look at the traction points of the city.
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Track2Realty: Even as the Indian real estate market shifts into the second gear of recovery, developers whose operations had slowed down during the lull are still faced with multiple concerns. On the one hand, the very basis of their business is the launching of new projects (the only function that really defines a developer’s viability as a going concern on the real estate market). On the other hand, it is vital for them to clear piled-up inventory in order to generate capital and enable clearances for new projects.
Track2Realty Exclusive: Though, a strong branding strategy could help deliver significant economic gains to developers, too much branding must be avoided as it doesn’t add any value. Developers should avoid excessive branding such as branding every single building or every single aspect of a project.
Track2Realty Exclusive: A sound marketing and communication strategy is essential for supporting the brand and its activities. Over last few years, several new marketing and communication channels have opened up. Among the most prominent channel is the internet.
Track2Realty Exclusive: The story of the informed buyer and his crucial assistance in real estate has a great history of revolutionary changes in last two decades. The real estate sector has undergone a massive transformation in India in the recent past. The boundaries of metro cities are ever expanding. For instance, the city of Mumbai has expanded into huge Mumbai Metropolitan Region (MMR) today.
Track2Realty Exclusive: Branding is about building strong relationship between an organization and its stakeholders, which are generally its customers. It involves establishing strong trust, connection and affinity with the general public.
Track2Realty Exclusive: Rajeev Dash, a textile exporter from Chennai was on the lookout for a plot in Coimbatore from where he could procure the textile stuff. However, his search for an easy entry to the local market with anticipation of availability of low cost property met with a surprise. The brokers in the local market showed him a number of properties, but none below the not-so-believable crore plus figure. This made him wonder whether he is negotiating in the Coimbatore market or the property agents are taking him for a ride.
Track2Realty Exclusive: To say that expressways are lifeline of urban centres would be like stating the obvious. The expressways across the country have been a connecting point of the main city with the periphery locations, thus ensuring that satellite cities are sustainable for the working class who can otherwise not afford to buy a house in the main city. In the process, expressways have been catalyst to the vibrant economy of the region as well.
Track2Realty Exclusive: Against all the prophecies of doomsday in the realty market, Delhi-NCR has not only grown in the last four-five years, but also has been among the best performing markets in the country. The growth has been slow but steady and analysts believe it is time the property market of Delhi-NCR needs a catalyst to put it on the fast forward mode of growth.
Track2Realty Exclusive: The real-estate category has taken the product-led path to brand building. Products occupy centre-stage in advertising campaigns; properties serve as brand emblems. Developers build properties, showcase them through advertisements, customers experience drives word-of-mouth, which in turn generates additional customers and on it goes. Through this iterative process, a brand is built. In other words, the brand identity is inherent in the developer’s real-estate footprint.