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SummerInternship Report & Findings

Sales and Marketing in Residential Real Estate Business

Under the Guidance ofMr. Abhineet Gaur(Marketing Manager Investor Clinic, Lucknow )

Submitted byBrijesh Kumar AwasthiAshutosh RaiRahul Gupta

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Objective And Presentation Structure

OverviewThe Company ProfileThe projectsThe marketing methodologySelling and buying processWork doneCostumer satisfaction and costumer retentionFindings And LimitationsConclusion & recommendations.

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Overview 1. The Indian real estate sector is one of the most globally recognized

sectors. 2. In the country, it is the second largest employer after agriculture and is

slated to grow at 30 per cent over the next decade. 3. It comprises four sub sectors - housing, retail, hospitality, and commercial. 4. The growth of this sector is well complemented by the growth of the

corporate environment and the demand for office space as well as urban and semi-urban accommodations.

5. According to a study by ICRA, the construction industry ranks third among the 14 major sectors in terms of direct, indirect and induced effects in all sectors of the economy.

6. It is also expected that this sector will incur more non-resident Indian (NRI) investments in the near future, as a survey by an industry body has revealed a 35 per cent surge in the number of enquiries with property dealers.

7. Bengaluru is expected to be the most favoured property investment destination for NRIs, followed by Ahmedabad, Pune, Chennai, Goa, Delhi and Dehradun.

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The company

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The company• It was Honey Katiyal's desire to stand on, on December

7, 2006, he penetrated into the real estate retail arena with a full bang and launched Investors Clinic

• A real estate consultancy firm. With a, 250 sq ft. office, 25 professionals, Rs 60 lakh revenue 3 developers and 5 projects in hand, the stage was set for not just a new company but one that went on to transform the real estate sector.

• There was a major gap between the two when it came to real estate service providers.

• Loan Clinic, a subsidiary of Investors Clinic, is a team of Home Loan professionals.

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The company

• Vastu Clinic, a joint venture by Investors Clinic and Panchtatwa - the law of creation, is a super specialty entity offering answers to buyers’ Vastu related queries.

• Shubh-aarambh– Ek nai shuruwaat, ensures that we take our Corporate Social Responsibility seriously and go beyond serving our customers only.

• While the current mission of IC is to hire 5000 professionals, acquire 50 offices, and achieve Rs. 500 crores turnover, Mr. Katiyal’s vision for his company is,

“To be India’s most admired and customer centric real estate

service provider.”

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The Projects• DLF, 3C’s, Jaypee, Unitech, Wave, Paras, Amrapali, Rudra, Supertech, Mahagun, Lodha, Sobha, Adani, Nirmal, HPS, Capital Group, JMD, Mantri, QVC, Aditya,

Sunworld, India Bulls, Puri, Ajnara, Ansal API, SRS, Era, BPTP, Earthcon, SDS, Kanopy, Raheja, Vatika, ILD, Omaxe, IREO, Sare, Emaar, KDP, Pareena, Gaursons, Ace Group, LOTUS Greens, Spaze, Silverglades, WTC, Home & Soul and many more..

• Since I have done my internship in INVESTORS CLINIC,LUCKNOW, the projects of different infrastructure building companies at IC were

1. Paarth Aadyant2. Paarth Arka3. Paarth NU4. Radhey Krishna Casa Greens Exotica5. Ansal Celebrity Green6. Kohinoor Pearl7. MI Rustle Court8. Omaxe Grand9. Omaxe Avenue10. Omega Business Park,11. Viraj Lotus Court12. Shalimar The Garden Bay13. Azea Botanica14. Omega Urban Greens,15. Omega Affordable House16. Paarth Republic Mega Township17. RG Euphoria18. RMPL Emerald Valley19. Omaxe Anandam20. Lotus Enclave21. Omaxe Hazratganj Service Apartments22. Royal Lake View23. Shalimar Gallant,24. Uniworld Township Plots

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The Methodology

• Marketing Form was the Direct Marketing• Sales was done by the personal selling

Sales And Marketing

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Selling And Buying Process• The teams were allotted with the projects of different

infrastructure limited companies.• There work remain to generate the leads and personal

selling of the different products.• For buying purpose the people use to submit there

queries at the website of investors clinic.• There queries use to be answered and the selling and

buying process starts from here.• In between the costumer persuasion and

project/product explanations used to be happen.• The teams have to achieve there target.

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Work Done & The Project• The project assigned to me was Paarth Arka,Shaheed Path Gomti

Nagar Extn.• Project Name Paarth Arka• Location Lucknow, Gomti Nagar• Project Area 7 Acres • Type 2,3 BHK• Height 19 Floors • Size 1665 Sq.ft. - 1910 Sq.ft. • Price Rs. 3950 Per Sq.ft.• Cost Rs. 65.77 Lacs onwards*• Developer Paarth Infrabuild• Possession Possession in 3 Year• Payment Plan Down Payment Plan, Construction Linked

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The Paarth Arka

Located by Shaheed PathNear a cricket stadiumMinutes away from Hazratganj

Architecture by Hafeez ContractorLEED certified green buildingCRISIL awarded builder

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The Paarth Arka AmenitiesClub HouseCoffee Lounge & RestaurantsCafeteria/Food CourtBar/LoungeCycling & Jogging TrackPrivate Terrace/GardenBarbeque PitDance StudioPower Back UpSwimming PoolLiftSecurity

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The Paarth Arka

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ThePaarth Arka

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The Paarth Arka

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ThePaarth Arka

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Other Project Parth Nu

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Other Project Parth Nu

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Costumer satisfaction & Retention

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Costumer satisfaction & Retention

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Findings And Limitations • The real estate industries of Lucknow have growing during the past few years.

Major factors that contributing in to the growth are:

• Lucknow is the state capital city of Uttar Pradesh, and Uttar Pradesh having biggest population of country. Lucknow city is the largest urban city of state and surrounded by many towns, by these reason Lucknow city make attractive.

• It is added factors that show growth of infrastructural facilities and development in term of public transport, drinking water supply, retail sector and sanitation.

• • Affordable prices of land as compared to metro cities attracted the privet player to

come into market cause the prices are affordable they opted the for the market for the low cost projects..

• In Lucknow real estate market many market leaders are presented like DLF, OMAX, Parth, Unitech, Ansal and Sahara and they are running many real estate projects in various price list and in various locations.

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Findings and Limitations

• Public transport system is the main factors of Lucknow city, recently metro project work is started in city.

• The personal selling is the effective way of selling real estate products.

• The direct marketing helps significantly in personal selling.

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Limitations

• 1. Sometimes it was very difficult to get sufficient help from the employees due to their limited executive hours.

• 2. They did not give me exact information for maintaining their secrecy.

• 3. Unavailability of previous research work in Lucknow.

• 4. Limitation of time.

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Conclusion Own house is the basic human needs. The right to lives is one of the

fundamental rights of human and this is internationally recognized. The demand of housing in urban areas in developing cities like Lucknow is dramatically. change due to natural increase and its growth rate. Rural and other backward peoples are migrating for finding jobs and many wealthy people are moving to capital of state Lucknow city for the fulfillment of their expectations of better lifestyle, and for enjoying the modern cultures of the city life. Due to this increases a serious crisis all over the metro cities especially in the major cities of Lucknow. From few years, many real estate firms have taken initiatives by ensuring maximum utilization of land in a planned way. In this system real estate firms try to provide residences to more people in a comparatively small place.

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Conclusion

The real estate industry is growing and expected future growing. The growth in GDP and housing industries construction work is growing. These factors indicate the best future of real estate industries. Rise in house rent, demand for own house, lack of sanitation, lack of drinking water, easy home loan and availabilities of housing financing institutions creating huge demand of houses. Due to these total demands of flats, villas, plots and others type’s property demands are increasingly. Though inadequate, supply of apartments with the number of real estate firms also has shown rising trend and suggests for future growth. Regulatory body of environment has pass Real estate management ordinance 2008, and this is very important for protection of buyers in real estate sector. Financing policies maker easier than earlier. Strengthening the policy for protection of buyer’s rights against the real estate developers and builders. Cost of flats and villas are varying in different location and sizes. One time charges are also implied on the basis of facilities those are provided by builders. On the hand, this study finds a very promising and positive growth, provided this sector is given proper attention and facilities.

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References

• http://www.investors-clinic.com/ • https://www.youtube.com/

• Amin S., 2008, REHAB in the Development of Society, Paper Presented at the REHAB Week-2008 Seminar

• http://www.statejournal.com/story/25618255/investors-clinic-crosses-75000-active-customers-mark-in-india-and-abroad

• http://www.icicihfc.com/property_pdfs/lucknow-res-report-July2012.pdf • http://www.assignmentpoint.com/ • http://www.asaub.edu.bd/data/asaubreview/v4n1sl18.pdf

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Thank You