(vi) Realty News - 01/07/13 ‘Marketing plays a vital role in real estate’ Source : Magicbricks Marketing plays an important role in real estate. Anubhav Jain, Director, Silverglades Pvt Ltd talks to Sruthi Kailas, MagicBricks Bureau about the importance of selling strategies in real estate. He also gives an insight into the company’s ongoing and upcoming projects. How important is marketing in real estate? - Marketing is important to get the message across to the clients. Since, there is a lot of media clutter these days, both paper-based and electronic, it is important to get your message across clearly and to the right target audience. Concept-selling is growing in real estate and gaining importance. Today the customer has a wide variety of choice within various budgets. Therefore, it becomes important to create awareness about the project and highlight its USP. Most theme based projects come at a higher cost, so if the customers do not understand the value proposition then they need to be convinced through marketing. What are the marketing strategies you use to lure buyers? - We rely more on word-of-mouth marketing. Since, our projects appeal to a very niche segment of the market we avoid mass marketing. We do some brand building exercises like organizing and sponsoring events or mild advertising to create awareness. What is the USP of Silvergaldes? - We have several golf based projects. Golf is a passion for us. We enjoy the sport and admire what it stands for. Linking golf to real estate was my father’s vision when he developed the Classic Golf Resort in partnership with ITC Limited in the nineties. Golf adds a lifestyle flavour to real estate and for the non-golfer it offers a lush green and well-manicured environment which is pleasing to the senses. How has the response been to your projects? Are buyers willing to spend extra for added luxuries such as themes? - Response has been positive from our target audience. We are mostly into high-end projects. Therefore, the clientele is very demanding and wants a differentiated product. Clients are willing to spend extra if they are convinced that they are getting a good value for their money. In our case we try to prove ourselves by delivering on ground and customers have so far responded well. What are your future projects? Are you targeting any other cities apart from Delhi NCR? - We are currently focussing on the Gurgaon market. However, we do have a fairly large golf-based project in Ludhiana that is under construction. We have recently launched a commercial mixed use project in Sector 88, Gurgaon and are preparing for new projects on Sohna Road and Dwarka Expressway.
Posted on: Mon, 01 Jul 2013 08:00:11 +0000
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