Realty Majors go out to Pamper Customers

June 16, 2008	(Be the first to rate this story!)  Loading ...
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In a market that’s dull and lifeless, pampering customers silly seems to be the mantra for most real estate developers. Whether it’s training brokers for customer convenience, giving them a feel of future projects, getting instant customer feedback, launching model homes or an all-ladies sales team! The idea is just one: building strong, long-term relationship with the customer. Developers such as Akme Projects, Asipac Projects, Emmar MGF and Raheja Developers have kept customers as the prime focus in their core marketing strategies.

In fact, call it the result of the slowdown or fallout of the new-age organised real estate market, the customer is winning hands down. Akme Projects, a real estate firm promoted by The Anil Nanda Group (TANG), trains brokers who are generally perceived as a ‘shady’ lot by many customers.

They are trained how to sell and how to dress appropriately to build on customer confidence and loyalty. This is a far cry from the usual norm wherein brokers work independently at times handling customers in a rough manner.

“It is the demand of the current time. Increasing professionalism is making inroads in the real estate industry and soon other developers will also need to follow suit,” says Anil Nanda, chairman & MD, Akme Projects. The developer also facilitates a car pick-up and drop for prospective buyers who would want to take a look at their sample projects.

While Akme focuses on skilled personnel, Bangalore-based development management and property marketing firm Asipac Projects believes in getting instant feedback from the customers. The firm, which will soon unveil its plans of developing ‘retirement villages’ in different cities, has already identified a group of potential buyers.

These potential buyers will be taken to Australia to see retirement communities there and get an idea of how the project will shape up in India.

While the buyers have to for their tickets and accommodation, various events will be organised by Asipac for the buyers’ understanding of the concept as a whole. Says Amit Bagaria, chairman, Asipac Projects, “It is an exercise aimed at educating prospective buyers on the retirement community concept that is still emerging in India. Hence, this initiative will be quite useful in gauging their response and interest levels.”

Carrying forward a personalised approach, Delhi-based Raheja Developers maintains contact with its clientele via welcome letters and quarterly newsletters. Existing customers are given incentives for giving referrals that eventually convert into bookings. In fact, for their project, Raheja Atlantis on NH-8 in sec-31, Gurgaon, the company organised a meet to personally talk to the clients and gather feedback regarding the colour choices of the project’s external facade.

Likewise, real estate major Emmar MGF’s Street of Dreams marketing initiative consists of a number of sample homes that can be seen by a prospective buyer. The sample villas, apartments and townhouses in the project give the customer a clear vision of the end product, thereby making it much easier for him to take a decision.

The trend is a big hit globally and real estate companies believe in focussing on incentive-oriented marketing strategies. Players like Dubai-based Damac properties had fantastic offers earlier this year such as a Bentley or a BMW with every apartment brought during the Dubai Shopping Festival 2008!

However, not everyone thinks innovative marketing strategies are important, even as developers compete to get closer to the end-users. “We don’t focus on marketing tools, we just believe in giving a fantastic product to our customers,” says Niranjan Hiranandani, MD, Hiranandani Developers. But for others, it’s customer ahoy for now.

News Published Under:   Real Estate India, Real Estate Developers |

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