It is easy to criticize the Indian real estate sector for its narrative, or the lack of it. But it takes some thorough understanding of the business, its ROI cycle, its historical legacies and multiple other factors to find method into the madness. We explore how the real estate can create its own effective narrative like some of the other matured industries.
I have taken up the challenging practice of evaluating the performance of the real estate companies through rating the respective brands. I often hear two very different voices about my professional existence within the sector. A group of developers, though minority community, not only take the learnings out of the rating & ranking but also endorse that the sector needs someone like me for the larger interests of the business.
It is not just about the way the Indian builders operate with media, more often than not, being forced to be a 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.