Real estate is a lucrative business in today’s times. With increasing density in cities and 2-tier, 3-tier cities, there is growing hunger among people to own property. Real estate industry comprises various forms of realty such as commercial, industrial, residential, mixed-use, agricultural, etc. There are big players who are renowned names nationally and internationally and there are smaller players who work on few projects. Whichever is the case, astro strategist Hirav Shah has a sure-shot 7 step plan of action for realtors for assured revenues
DLF Limited is the largest real estate company in India or at least among the largest with total sales approximated at Rs 7766 crore. Founded in 1946, DLF has residential, retail, commercial properties in 24 cities and 54 states in India. To chart 74 years of journey, the key point in its success is perfect brand positioning.
Real estate is one of the basic necessities of human beings. Yes of course, it’s much bigger and beyond simply having a house to live in. Realty acquires great importance in everyday life as it is a source of a feeling of well-being and security. The more land or property one owns, the greater the feeling of being rooted. Like other sectors, real estate has increased manifold in recent decades. And with the growth of the sector grew the branding exercise.
It is known that real estate can be in many forms, including, residential, commercial, industrial, mixed-use and agricultural lands. With increasing hunger of humans to acquire land and property, the real estate companies come up with enticing marketing strategies to attract potential buyers and customers. Just to give an idea, let’s take the example of Microsoft head honcho Bill Gates, whose portfolio comprises about 2,42,000 acres of farmland and nearly 27,000 acres of other land across 19 states in the United States.
Any form of commercial activity requires branding to reach out to the target audience. Branding is essential to put forth a company’s objective and its values, so the potential customers feel the need to be associated with the brand.
India has major realty brands that spread their operations across various cities, clearly proving the importance of branding in promoting a particular entity. The same goes with huge realty companies across the world, some of which function across countries and continents. Once a brand image is created, it is bound to hold good irrespective of geographical demarcations. Let’s take the example of Brigade Enterprises Ltd, Godrej Properties, Oberoi Realty Ltd, Prestige Estates Projects Ltd, DLF Ltd, etc, which have withstood test of time and market fluctuations to emerge as top brands in the country.
The need for branding in real estate industry
Finding the niche is a priority
There are several real estate companies in the market who do the same business as yours, ie., selling and buying property. Apart from letting your clients know that you specialise in residential or commercial properties, it is key to dig deeper into your portfolio or area of expertise and figure out your unique selling proposition. It is important to figure out what sets you apart from others or what your niche area is, to stand out from competition. It helps to differentiate the market by figuring out if you are selling to first-time buyers, vacation homes, luxury homes, estate sales, industry-specific commercial realty, investment properties, out-of-state purchases, international real estate, multi-family homes, etc.
The whole idea or crux of building brand identity is to make sure you become synonymous with your real estate speciality. A client or customer must make the first and last call to you before closing a deal.
Create a real estate branding ecosystem
Once you float your company and want to establish yourself in the market, it is of vital importance to chalk out a branding strategy in keeping with your goals, vision and mission. In the process, it is equally important to keep to the guidelines binding the real estate sector. Your branding must be such that you must make your brand irresistible by promoting yourself on various marketing platforms.
Using sign boards
No matter how advanced your online branding is, it is still good to stick to good old practice of putting up ‘for sale’ sign boards. This attracts potential buyers instantly. However, make sure to give prominence to your logo. Let it speak for you. Even bigger brands do it, but a little differently, by putting up huge billboards and advertising banners, etc, to publicise the sale of their properties. Also, it’s important to stick to areas where your target audience is. For example, big real estate companies will not publicise in middle-class and lower-middle class areas, as that is definitely not their target audience.
Direct mail has definitely not gone extinct in the age of social media. It does find its place in the real estate industry, where potential clients could be of different age groups and could have varied preferences for receiving advertising communication. One has to remember that investing in a property is not a spur of the moment decision. So, sending mails to the target audience with your address, phone number and other salient details regarding the project is crucial.
It goes without saying that in today’s time, social media marketing is a top priority when it comes to promoting your brand, whether big, medium or small. However, simply make sure, you put across the same message across all media platforms, so the buyers know where and how to find you easily. Also, social media is a worthy experiment where you can run organic campaigns for free. The idea is to optimize posts with relevant hashtags and keywords to reach out to more of your intended audience. Once you have reached the limit of organic campaigns, switch to paid campaigns to hit the bull’s eye.
Always remember that social media cannot replace the importance of a business website. Buyers, totally flush with funds, or mid-level, are on the lookout for property online. Having a simple, yet effective landing page gives the company the gravitas needed for consumers dealing with a professional entity. At any given point in time, the website must flaunt your current projects up for sale. It’s good to have a small nook for ‘going, gone’ sales.
For starters it’s good to identify your brand personality. Figure out or imagine how you want to be projected on facebook, instagram and other popular sites. Real estate business is driven by personal relationships. If people or potential customers connect with a brand at a personal level, they will be keen to do business with it.
If you want to grow your business, the bottom-line is to set yourself apart. A real estate branding strategy will establish you as an expert in the field and help you connect at a personal level with your target customers.
A real estate brand could be local or targeted at a global audience. Or it could be a brand looking to reinvest itself, following some years in business. Astro strategist Hirav Shah has a well-sorted plan of action for your branding and rebranding:
For good business growth and future prospects, astro strategist Hirav Shah says it is important to have the necessary ‘luck’ in the personal chart of an individual. However, apart from that, there are a variety of factors that push forth ‘luck’ in business. The name of the business, its logo, the partner’s luck, etc, all determine the success of a business, he shares.
Hirav Shah insists that whatever hard work one puts in or whatever talents one uses to put in smart work by strategizing and implementing those strategies in terms of advertising, marketing, sales, HR, production or service… things have to move smoothly and seamlessly.
According to astro strategist Hirav Shah, that is called the ‘luck’ of the company. So, if the structure of the company or organisation is proper, it helps in utilizing your potential and growth in a productive and positive manner.
How does a curry taste flavoursome without herbs?
How does one feel wearing ill-fitted garments?
How can a cricketer make runs on a bad pitch?
Similarly, in business, if the structure of the organization is great (ie, business name, great partners, correct registered and administrative address, logo, web-print-digital presence, brand name, etc), by seeking the help of an astro strategist, a business can make and execute decisions within a perfectly timed framework to maximise success.
Here are the 7 factors that astro strategist Hirav Shah considers before giving a road map for branding and rebranding
1. Name of the organisation
Never, ever, go by Shakespeare’s famous line — What’s in a name? When it comes to branding, it’s all in the name. Astro strategist Hirav Shah will help you name your organisation or brand or product in sync with numerological and astrological calculations. Look at brands like Sotheby’s International Realty, Christie’s International Real Estate, etc – they bring out ads or social media inputs that directly target their potential buyers almost on a regular and pre-planned manner. They reach out to customers through various platforms including word of mouth publicity, but the message is unique and consistent.
2. Correct partners
Checking the compatibility, strengths and weaknesses of all partners and administrators is crucial as one weak campaign can mean loss of valuable customers for travel sites, which operate amidst high competition and highly segmented markets.
3. Percentage of shares of all partners
Hirav Shah ensures that each partner share is correctly balanced, so there are no disputes or disagreements in the long run.
4. Registered address and administrative address
They should be astrologically compatible with the name of the organization and key people in the company.
5. Logo of the organisation
We have already seen how important the logo of a company is in case of various brands such as Prestige, Godrej, DLF realty, etc. Hirav Shah helps you create and finalize the right logo that reflects your values and attracts the right kind of energy.
6. Web, print and digital presence
In today’s world, where one needs to be seen and heard on various media platforms, Hirav Shah ensures that your digital, print and marketing collaterals are aligned and in harmony with your brand’s purpose and vision.
Last, but surely not the least, astro strategist Hirav Shah makes sure that your brand assets are auspicious for the company and have a positive impact on team morale.