Is Real Estate marketing running out of ideas?

Southwinds - SrijanPrasad - Rare Earth

Real Estate Companies in Kolkata are spending heavily on advertisements, i.e. print, outdoor and radio, in order to promote their upcoming projects. Almost every day one can see a full page cover to cover print ads in the leading dailies like The Telegraph, The Times of India, ABP etc.

Interestingly if we analyses all the print advertisements in the recent issue of “Home Sweet Home” supplement, you would not be able to differentiate / recall advertisements after some time. Surprisingly all the ads look almost same.

Whether its a luxurious residential project or a low cost housing project, all projects are selling based on few standard offerings like: –

  • AC Community Hall
  • Swimming Pool
  • Health Club / Gym
  • Childrens’ Garden / Play Area
    Indoor Games Zone
  • Gated Community
  • Hi speed Elevators
  • Vaastu Compliant

These are undoubtedly important benefits, but when all the builders are offering this, these features loose their importance. Its high time the real estate developers start highlighting something which is beyond the above features. The above features are so common now that they do not help in comparing two competing projects or help decide the project. All the projects have similar offerings.

How should Real Estate companies market themselves?

Builders should start focusing on the following: –

  • Architectural excellence highlighting the designs
  • Security systems
  • The Servant Quarters, complimentary with each flat
  • Custom Paints for the flats

Project fact sheet should include the minutest details of the project for example, which .

The key problems by the builders ailing these days are: –

  • non delivery on the promised time, and no compensation
  • change in construction designs after sales




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