Real Estate ka Digital Leap: HoABL, jo traditionally static advertising aur celebrity endorsements pe chalta tha, usmein ek bada shift la raha hai. Ye finished properties ki jagah plots of land ko brand aur sell karne pe focus kar raha hai. Company ne marketing aur sales ke liye aggressively online channels adopt kiye hain. HoABL ke CMO, Saurabh Jain ne bataya ki kaise ye innovative strategies challenges ko overcome kar rahi hain.
The Core Issue: Real estate marketing pehle finished homes ya commercial spaces pe depend karti thi. HoABL ki main challenge hai undeveloped land ko primary investment product ke taur pe demand aur trust create karna. Saurabh Jain ne kaha, "Land ek sabse purana investment hai, par ismein challenges bhi hain." HoABL land investment ko clear karna chahta hai, isse long-term wealth creator bana raha hai, jo Maharashtra govt jaise governments dwara online registrations se aur accessible ho gaya hai.
Digital Marketing Push: Traditional marketing ko overcome karne ke liye, HoABL ne Zepto ke saath ek naya campaign kiya. Is collaboration se users direct Zepto pe land buy karne ki interest dikha sakte the, jise "selling land online in 10 minutes" kaha gaya. Ye initiative bahut successful raha, jisse dinon mein 6,000-7,000 expressions of interest mile, sirf Delhi se hi nahi, balki poore India aur abroad se bhi. Is online engagement ne traditional advertising pe dependance kam kar di hai, jo ab marketing spend ka 30% se kam hai.
Customer Evolution: HoABL ki digital-first strategy customer base ko badal rahi hai. Business-class families to hain hi, lekin company ab middle-aur senior-level executives ko bhi attract kar rahi hai, especially younger demographic ko. Kuch projects mein, 30s ke customers buyer pool ka half to two-thirds hain. Ye shift online buying systems ki accessibility aur communication strategies ki wajah se hai jo Ayodhya, Alibaug, Goa, aur Vrindavan jaise locations mein land investment opportunities highlight karti hain, un buyers ke liye bhi jo metropolitan cities mein rehte hain.
Branding aur Lifestyle: Company Indian traditions pe base marketing approach pe bhi focus karti hai, jo buyers ki diverse preferences ko cater karta hai. Luxury ek common theme hai, par HoABL ek "great lifestyle" offer karne pe focus karta hai jo specific locations ke essence se match kare. Jaise, Vrindavan project mein meditation gardens aur modern amenities jaise swimming pools aur clubhouses ko integrate karke city ki historical peace ko evoke karne ka aim hai. Ye blend ek unique living experience provide karta hai.
Celebrity Endorsements: Celebrity endorsements pe HoABL ka ek specific philosophy hai. Wo aise individuals ko involve karna chahte hain jo brand mein genuine investors hon. Amitabh Bachchan, jo long-term investor hain, ne overall brand ko endorse kiya hai. Kartik Aaryan, Triptii Dimri, aur Kriti Sanon jaise actors ne individual projects ko endorse kiya hai, jo company ke view se align karta hai ki endorsements tabhi effective hain jab personal belief aur investment ho. Halanki, Nagpur, Vrindavan, aur One Goa jaise projects ke liye, HoABL abhi celebrity endorsements use nahi kar raha hai, project-specific appeal pe focus kar raha hai.
Impact: HoABL ki innovative digital marketing aur land-centric sales strategy India mein real estate marketing practices ko influence kar sakti hai. Land investment ko accessible aur digitally engaging bana kar, company naye investor segments attract kar sakti hai aur branded land development category mein growth drive kar sakti hai. Ye tech-enabled customer acquisition aur sector mein unique investment products pe focus karne ka broader trend signal kar sakta hai.
Real Estate Reimagined: House of Abhinandan Lodha Sells Land Online, Young India ko capture kar raha hai!
REAL-ESTATE
Overview
House of Abhinandan Lodha (HoABL) real estate marketing mein revolution la raha hai, online land plots bech kar, traditional advertising ko chhod kar. Ek unique 10-day Zepto collaboration jismein kafi interest aaya, younger investors ko target kar raha hai aur land ko long-term wealth creator bana raha hai. HoABL land investment ko accessible aur modern bana raha hai, India aur abroad se buyers attract kar raha hai, jismein over half 30s mein hain.
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