- Real estate is one of the biggest investments a person makes. How can marketing make the decision feel more personal than transactional?
The marketing of real estate proves to be most valuable when it generates emotions before generating a blueprint. The buyer may first look for features and prices, but when it comes to final decisions, it is the degree of correspondence of an accommodation with one’s wishes that really matters. The primary purpose of marketing is to reconcile characteristics of a product with the lifestyle of a customer. At Atul Projects, we consider it vital to convert the tangible information about a real estate development into the story of life. Instead of paying attention to square meters only, we should show what a given space can do in terms of family or personal satisfaction.
- When building the Atul Projects brand, how do you decide what the brand should stand for beyond the homes it delivers?Building a brand starts with determining what an organization would like to be known for. At Atul Projects, brand reputation is based on principles of trust, transparency, and creative design. In marketing terms, values should be transformed into a recognizable voice, constant visual identity, and clear promise at every point of interaction with the customer. Brand should not appear to be something only in its advertisements, but should prove its message during all interactions. We aim at creating brand equity instead of short-term initiatives for customers to know about Atul Projects because of our achievements & products.
- How much does a buyer’s perception of a neighbourhood influence their decision, compared to the project itself?
A project’s attributes may attract buyers, but a location becomes a key component in their lifestyle expectations. That is why it is critical for a location story to be told as part of the branding rather than be treated as a mere marketing tool. Buyers make a decision based on various factors such as accessibility, convenience, and social infrastructure. The job of the marketing department is to combine the advantages of the location and create a narrative that excites the buyer. At Atul Projects, we believe that location should be utilized in a way that is relevant to buyers’ interests and should showcase how the project and its nearby social infra play will play a vital role in price appreciation over the years
- In a category where trust takes time to build, what role does consistent communication play in influencing a homebuyer’s decision?
In the field of real estate, one campaign can provide some awareness, but it takes continuous communication to gain trust. The homebuyer journey consists of several phases – from being informed about one’s options to reflection and comparison, and a brand must keep communicating during all stages of this journey. Continuous communication allows a brand to avoid changing its messaging with every campaign, keeping the customers informed about the same message. A company must also communicate on multiple platforms, whether it’s Digital advertising, Print, Outdoor or Social media. At Atul Projects, we believe that credibility and consistency are the basis of a successful brand. Marketing should create not only anticipation of the product but also shed light on the brand values and help answer relevant questions.
- How do you make a real estate brand relatable to first-time homebuyers while still appealing to customers looking for an upgrade?
The main point is to have one robust brand identity while having multiple points of entry for varied audiences. Buyers who are purchasing their very first home would respond positively to messages on making informed decisions, practicality, and ambitions, while a buyer who is considering upgrading would be more interested in spaciousness, aesthetics, and better standards of living. The marketing message will be perceived by both types of audiences in a regular fashion if both of them are treated equally. At Atul Projects, we can take advantage of this and target our audience accordingly while remaining true to our core values of trust, transparency, and thoughtful design. We read our data with a microscopic lens & understand which of our TG resides on which platforms, what their hobbies & interests are, and their content usage preferences. This enables us to showcase respective ads to selected TG as per their liking & with a communication that will be relevant for them.
- Can a strong brand create demand for a project even before buyers begin actively searching for a home? How do you approach this at Atul Projects?
Indeed! Brand marketing happens outside the purchase decision-making process. A person may not want to buy a house today, but repeated exposure to a brand will place it on the list of brands to be looked at when that time arrives. This is why marketing should not stop post-launch of a project. At Atul Projects, we see value in keeping consistent brand presence maintained through the right content, digital communication, and brand stories that strengthen our identity outside of individual project promotions. The ultimate aim is to occupy a brand mindspace within the minds of consumers even before the consideration phase.
- With homebuyers exposed to multiple projects and marketing messages, what makes them remember one developer over another?
In the tumultuous environment of a marketplace, seeing is not the same as remembering. All builders tend to relay the same types of messages when it comes to features, benefits of the locations, product configurations, and lifestyle opportunities. The difference results from the manner in which a company lays those messages out. Messages, logos, and language are some of the aspects where a company has to make that difference. At Atul Projects, the company’s core values of honesty, trust, and excellent design lay the foundation of the company’s need to be different. When considering the brand image of the business, it is necessary to analyze every marketing activity to see if it supports the overall brand traits. - How do you measure the impact of brand marketing in an industry where the final purchase decision can take months or even years?
It is necessary to assess brand marketing in real estate at the whole business cycle of the customer, not only by the number of leads obtained through campaigns. Though measuring success using metrics such as reach, engagement, website visits and number of leads, site vi is useful, it is not complete because of the lack of the impact of marketing on the process of making decisions in the long run. It is necessary to study brand recall, the amount of direct and organic inquiries, the quality of leads, repeat inquiries, and conversion of clients in longer sales cycles. At Atul Projects, the goal is to correlate any branding with the results of operations, even if it does not give results immediately. It is also important to understand what messages work with what audiences and which channels allow them to achieve greater success. - If you had to rethink one conventional practice in real estate marketing, what would you change to make the industry more customer-centric?
I would like to contest the inclination to view marketing as a tool for throwing out project features instead of as a resource that assists buyers in making decisions. Marketing often emphasizes what a project brings to the table, while equally important is the need to consider the buyer’s requirements, i.e., the ‘need to know’ along with the factors that may stop them from making a decision. Marketing will need to transition into insight-led marketing, where audience research, customer feedback, and behavioral data will play a significant role in shaping its communication strategy. At Atul Projects, we have a firm conviction that effective communication can transform the home-buying process from being purely transactional to making it more substantive by linking project features and benefits with customer priorities. Instead of flooding the market with marketing messages, companies should rely on informative content, unique storytelling, and openness.
- Do you think the future of real estate marketing lies more in creating communities and aspirations than in promoting individual projects?
The future lies in building a perceptible brand story that gives every project a backstory & narrative. Marketing the project will always be important, but visionary branding establishes why a developer makes sense beyond one deal. It provides the audience with a narrative to relate to while stimulating engagement through publications, digital channels, and discussions about future buyers’ needs. At Atul Projects, we start with the idea of trust in what we create and stick to our values across the board. One can create communication around ideas and experiences associated with ownership while keeping it true to every project developed. In the end, a particular project may bring obvious sales, but a strong brand value gives clients a reason to come back.
Passionate in Marketing – In Conversation With Mr. Piyush Niljikar, Head- Marketing & Branding, Atul Projects
Read More