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Case Study: IndiaProperty.com (IP)

Background

IndiaProperty.com, a division of Consim Info Pvt. Ltd.,(formerly Bharat Matrimony) provides an in-depth information on buying, selling and renting out properties in India. Leveraging the internet asthe platform, the group launched India Property.com in 2005 in order to give the time-pressed, net

savvy customers an easier, quicker and surer way to seek property online and thus revolutionizethe way property is bought and sold in the real estate market.

Key Challenges

Achieving media visibility among fierce competitors like Magicbricks.com (owned by

Times Group), 99cres.com; Makaan.com etc.

Direct threat to the print media by means of real estate classifieds section which isavailable online at much cheaper price with better returns.

Communication Objectives

Break the clutter of portals to position Indiaproperty.com as a complete solution for the

property developers, seekers and real estate agents.

Position the portal loaded with real estate investment opportunities especially for the NRIcommunity who look forward to invest in India.

Project IPs value driven knowledge on real estate among the prospect buyerscommunity through frequent communication on the current market trends and estimation.

Strategy & Key Initiatives

IP Events and Promotions

India Property show 2008, Dubai A property exhibition in Dubai on the investmentopportunities in India.Target audience Builders from all across India, especially Kerala.

Since the majority of nationals in Dubai were of Kerala origin investment opportunities forthem would primarily mean investment in their Gods own country.

PR Strategy

GRI tried to leverage this connection between the Dubai based Malayalees andassociated the emotional string of investing their hard earned money in their own native

place in Kerala

The PR campaign in India focused on communication to the Kerala media primarily andChennai media subsequently. (Given that the Middle East had a large proportion of Gulfimmigrants from Chennai, who too desired to convert their liquid cash into an immovableasset such as property)

Leveraging the regional connect between the economically stable Gulf Malayalees andKerala as an emerging destination for real estate investments, the core message of the

campaign focused on highlighting the progressive growth trend of Kerala with anincreasing level of NRI investments.


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GRI Recommended the following:

Press briefing and media interactions to the Kerala media, specifically theregionals who have a higher circulation and reach than the Englishmainlines.

Discussion on projecting the growth figures of Kerala inline with the growing

inflow of NRI investments. Growth of real estate in modernizing the overall lifestyle pattern in Kerala,

especially Kochi.

Objectives of an exhibition such as India Property Show 2008 which will helpKerala sustain the growth pattern for a longer period.

Select Media Coverage

India Property Show on May 2 & 3- Malayala Manorama 24 April 2008

Hindu Business Line 24 April 2008

Brand PR:

GRIs recommendations were based on positioning India property.com as a complete solutionsprovider. This involved on-ground activities focused at the consumers as the key stakeholders as

well as media activities which consisted of two elements: Agents Meet for the agents andBuilders Meet for the builders.

The Agents Meet included the following discussion points:

Advantages of online property listing

Deep penetration of property portals especially among NRIs

Suggested ways of enlisting online highlight attributes such as user friendliness,

The community of builders were targeted across various Tier 1 & 2 cities to enable them to cash-

in on the then booming real estate opportunity through Builders Meet organized byIndiaProperty.com to understand the following:


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Real estate trends from the panel of experts

Back up advantage for builders Solutions & preparedness during recession

Growth estimations by eminent speakers

Special Q&A session by the media

Select Media Coverage

Hindu Property Plus July 26, 2008 Hindu Business Line October 3, 2008


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The Hindu 5 June 2008

Financial Chronicle Dated 18 August 2008


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New Indian Express Express Estates Dated 28 June 2008


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Articles placing the spokesperson/s as thought leaders of the real estate industry

Interaction coverage with the National Head- Sales & Marketing, IndiaProperty.com

Indian Express June 7, 2008


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Interaction coverage with the Chief Marketing Officer, Consim Info Pvt Lt

Purchase June 2008


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Statesman 25 May 2009

Interaction coverage with Mr.J.Murugavel, Founder & MD, Consim Info Pvt Ltd


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Express Estates July 26 2008

Property Listings via Print

In line with highlighting the above mentioned attributes, it was of core importance to bring a brand

recall to the end users for whom property hunt is a daunting task. We explored opportunities forregular property listings via print medium (Financial Chronicle) and developed a platform toachieve long lasting mileage through the activity since July 2008 which still continues (July 2009)

more than a year !


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Financial Chronicle - Trivandrum property listings August 2008

Financial Chronicle - Coimbatore Property listings 7 July 2008

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