The document outlines a business growth strategy for the real estate sector. It discusses the current challenges facing the sector, including inconsistent credit policies, lack of alternative credit, inflation, and poor marketing strategies. It then proposes ways to confront these challenges, including restoring customer confidence, engaging customers through innovative communication platforms like digital media and events, and associating with public causes for positive PR. The strategy emphasizes using different media synergistically in novel formats to create interest and interactive events to know customers better.

1. OCPL PRESENTS
A BUSINESS GROWTH DEVELOPMENT
STRATEGY FOR REAL ESTATE SECTOR

2. PRESENT SCENARIO
The present state of affairs of the real estate
sector is vibrant but with an undertone of
restraint. Tempered sentiment on account of
sluggish growth and Euro debt zone crisis
has kept the bouncy players in this sector
circumspect and measured in their action.

3. OUTLOOK FOR THE NEAR FUTURE
 There are visible signs of the economy
regaining its poise with socio economic
indicators of growth showing marginal
increase. With credit flow expected to be
normal and no imminent threat of a sharp
decline in the purchasing power of the
consumers, realty sector is likely to gain back
momentum in a few months.

4. CURRENT CHALLENGES
 Inconsistent credit policy of banks and financial
institutions
 Lack of an alternative credible credit line
 Trust deficit
 Inflation
 Flawed marketing strategy
 No branding initiative of a majority of players
 Poor communication with the prospective
customers

5. How to confront the challenges

6. Even though broader macro economic
factors affecting customer sentiment is
beyond one’s control, yet a general
ambience of well being could be generated
that could spark up public mood and reignite
interest in this sector.

7. How to do this

8. TRUST AND REASSURANCE
Presence of insincere players in the sector
has led to erosion of faith of customers who
now prefer to postpone their decisions to buy
if they sniff any insincerity in the deal. The
task is to restore customer confidence and
reassure them of transparent dealings.

9. COMMUNICATION STRATEGY
Communicating with clients of real estate
sector requires a variation in the message
content as well as the medium of delivery.
The target group of this sector need to be
engaged across innovative communication
platforms to maximize the impact of the
communication effort.

10. ENGAGEMENT PLATFORMS
 Generally the target group of the realty
sector ,the up the middle segment of the
income group consume media and engage
with brands in a different pattern.
Subscription to an English daily, watching a
lifestyle TV channel, Using facebook and
attending events like art exhibition, theme
parties etc reflect their choice and mindset.

11. THE BEST FIT
 Even though it varies with the geographical
location and the level of connectivity with
vital facilities, yet the allocation of weightage
should tilt towards event based engagement
programs followed by content driven print
and electronic campaigns. With internet
usage rising rapidly and social media like
facebook becoming the hub of customer
activity, emphasis on digital media campaign
should enhance progressively.

12. ROLE OF DIGITAL MEDIA
 For realty sector, digital media especially
social media could be boon if used with
intelligence. Not only can new customers be
enrolled through personalized
communication, but customer grievances
could be redressed faster and brand
awareness be improved much quickly.

13. INNOVATIVE FORMATS
 Aligning functionalities of different media
tools to run a promotional campaign in a
different format can pull more customer
attention than their usage individually on
general platforms. For example a campaign
could be thought of with a current theme and
the audience could be engaged through print
and digital with the one leading to the
engagement with the other.

14. NOVELTY VALUE
 This can lead to a renewed interest of
customers in your company and they can
perceive your importance through the novelty
value you create. More such
experimentations could be performed to
create synergy and extract maximum value
out of them.

15. INTERACTIVE EVENTS
Another potent means of creating and
maintaining customer interest is organizing
interactive events. These events will
generate opportunities for knowing the
customer ,his values and preferences and
offers a platform to pitch for sale. The theme
of this events should vary form sales themes
and shouldn’t be an overt marketing trap.

16. PR CAMPAIGN
 Associating with public causes and open
support to public interest activities makes
you adorable to the customers and
subliminally builds a soft corner for your
company. Not only should you participate in
such activities, but should make it sure that
get maximum coverage and attention.

17. WHAT WE CAN DO FOR YOU
 We can be the ideator, planner and executor
of all your marketing and communication
activities. We can also act as an external
consultant if required to give you a fresh
perspective of your marketing activities and
suggest changes to it. We would be happy to
use our knowledge, skill and experience in
marketing to accelerate your sales growth.

18. CONTACT US
Opensource communications(p) ltd
655,Saheed nagar,Bhubaneswar,Odisha
Ph-0674-2540116,8984331264
Email-
contact@opensourcecommunication.com
www.opensourcecommunication.com
THANK YOU