IndexIndex

• Real and virtual media for real estate living integration

• Talk about place for projects p p jto be talked about

• Real estate is not only about Real estate is not only about online sales

• Real market scenario • Real market scenario positioning

Scape of our landp

landThe land we walk on,

the soil we smell, the air we breathe…

is identical for all beings.

How we look at the space we call our own

diff t… makes it different

In realityIn reality

“When you marry someone, When you marry someone,

you marrythe family

For that you need to know everything about the

family ”family.

In realtyIn realty

“ house“When you buy a house,

you buy into the community.you buy into the community.And for that, you need to know

everything in your community.”community.

It’s not carpet area branding

……

…

It’s super built-up area branding…

Because when you build, develop, market and establish a name for your market and establish a name for your

product even after sell-out

Its stays to live …because its ‘become brand’because its become brand

Wh d i b d?What do you see in a brand?

A basic corporate identity and marketing collaterals makes most feel happy. Get a cheap freelance designer, copy paste content from other brochures to all our material and we are done.

Logo Stationery Brochure CD Ads

Website Mobile app Site office landscaping FB page

Hygiene is like making it home

So what’s branding?gBranding is falling in love

Branding is being in a relationship Branding is working on the relationship Branding is working on the relationship

with trust, honesty and differences

B di i hBranding is humanNothing is more human than the digital medium

…The clothes you wear to be with your partner is

corporate identity…

Unlike human relationships, Brand break-up doesn’t give a second chancedoesn t give a second chance

And such many relationships exist in communities will reside in

Actually…Actually…

Branding is digital democracyA b d i t d f b d f it lA brand is created for, by and of…its people

How does One create a brand that’s

digitally provocative?

The brand foundationThe brand foundation

• The mother is super built-up brand, what your business ideologies stand for

• The project is the carpet area brand, conceived by the motherp j p , y

Work on the mother brand and the children projects will inherit to growand the children projects will inherit to grow

1. Real and virtual media for real estate living integration

• Create value for your creationCreate value for your creation• Transfer the value

• Create value for your creationcreation

T k it h d Take it on head onOffer something better: A better home, a better community, better facilities a better investment or simply a better business opportunity facilities, a better investment, or simply a better business opportunity.

This directly impacts the economic value of the project or “good will” that the brand can create.

The process is a function of time, the number of projects, customer satisfaction, successes and also failures.

Success makes a soothing soundFailure creates surround sound value.

Key advice: Brand be honest, focused and transparent.

Honesty will pardon murder… almost

Get real with the realtyy

Your brochure wont speak as much as the pconviction in your honesty

T f f fThe site manager is the first point of brand building for your project, company and its future

Like any positive relationship it is beneficial and constructive for all Like any positive relationship, it is beneficial and constructive for all parties.If the brand manages to develop and sell a number of successful and life improving projects to its customers the created value will be life improving projects to its customers the created value will be cumulating, growing even in stressful financial markets

Brand remedy

• The receptionist’s tone of speaking • The language and decorum of emails pushed outThe language and decorum of emails pushed out• Receiving guests at the site and office• Advising on the chosen place/location before selling

space especially onlinespace, especially online• Going back and talking much after the property is sold in

the same as you want to make a sale– ECRM programme– ECRM programme

• Making all this information available on integrated media– Especially social media

H t i t i di it l h it lit Honesty is a contagious digital hospitality

Transfer the value

‘Goodwill’ marketingGoodwill marketing

1. Good will1. Good will1. The project takes all “good will” and “expectations” from the corporate

mother Brand 2. After project is developed/sold and experienced; the customers’

satisfaction and Project Brand value will pay back and add value to the satisfaction and Project Brand value will pay back and add value to the Master Brand in a snow bowling effect.

3. As long as promise stays intact, the ‘happy ending’ social snow story will roll

Brand remedy• Document their experiences through content marketing • Write back to them for good and bad times with a customised email

strategystrategy• Address their issues, especially on social media/blogs till they stay calm

Mother brand adoptionMother brand adoption

22The mother has to be solid, sturdy and unshakeable to render its strengths even if the project brand faces unexpected failures.

Brand remedyAlways revisit your customers to measure ‘sold-out’ project treasures and measure future project.Seek their advice because they are your customers travelling up the value ladder alongwith the value of your projects• An email• A callA call• A physical good wishes letter• Invitation to project openings• Community building around the property

2. Talk about place for projects to be talked aboutprojects to be talked about

Place yourself there b f l thbefore you place them

As responsible real estate brand talk• Why are your projects there?• Why do you see civilisation moving there?y y g• What is your contribution towards location development• What are the future economic dynamics for the sold

property?• What’s in it for every member of the families beyond basic

amenities; especially for children and adults that spend long hours alone

Conceptualise communitiesConceptualise communities

• Think in terms of “projects” and “developments” the real estate branding process cannot reach its full potential.

• When companies realise that they are not only building apartments, villas, houses, offices, malls and recreational centers but “communities” and “lifestyle” in general, the shift in thinking and in business will happen

• An idea like “community concept” will give a bigger role to the relationship between the brand and customers for a lifetime.

• Real estate companies selling houses and apartments are selling bricks and mortar, while those who are marketing lifestyle are actually building connection and value actually building connection and value.

Brand remedy

• One-on-one meet

• Press releases

• Advertorials

• White papers• Press releases

• Blogs

• White papers

• Exhibitions

• Forums/seminars • Location based microsites

3 Real estate is not only about online sales3. Real estate is not only about online sales

Get sold before you sellGet sold before you sell

• Properties are built for selling and they should be or else why build them!!

• Imagine a builders luck that he wins half the battle of selling before he reaches the customer?

That’s what a brand does That’s what a brand does. Build it to get sold even without anything left to sell

Brand remedyBrand remedy

4 Real market scenario positioning4. Real market scenario positioning

Precision in recessionPrecision in recession

• Customers don’t want to buy• Customers don’t want to hear

How do you build the brand?How do you build the brand?How do you make customers notice you?How do you make an offer they cant refuse?

Brand remedy: Online thought leadershipBrand remedy: Online thought leadership

When you cant sell, only tellWhen you cant sell, only tell

• Function like the stock market analyst P di t th f t l t t k t diti• Predict the future real estate market conditions

• Furnish positive insights• Become an industry opinion leader

Build yourself as a brand the industry looks uptoBuild yourself as a brand the industry looks upto

Real rulesReal rules

1. Always build a mother brand not only project brands.

2. Make sure projects are successful in their own areas and target groups –mother brand value will keep growing.

3. Treat portfolio of projects as a necklace – good value and good fit with 3. Treat portfolio of projects as a necklace good value and good fit with a common thread that assure the exchange of value and image perception.

4 A id b di b k i b di ff t t k d l t 4. Avoid over-branding by keeping branding efforts to key developments which have the potential to become lifetime brands i.e. Destinations, Communities and Icons

5. Start building the brand during the time of abundance and favorable market conditions; it will come very handy if the recession arrives to your market –it is a good ticket to cut through the competitive clutter.

B di i t h t Branding is not what you see

Branding is what you get to take home

Thank youThank you

Chatty GirijaBinary Web Solutions (I) Pvt LtdBinary Web Solutions (I) Pvt. Ltd.

www.binaryic.comchatty@binaryic.com