MARKETING AND CX ENFORCING RIPPLE EFFECT ON REAL ESTATE

In the real estate sector, delivering an exceptional customer experience (CX) centers on recognizing and addressing customer needs at every stage of their journey, starting from pre-sales inquiries to hand-holding and providing correct information to customers during the sale process, extending support & exceptional customer service after the sale transaction is completed.

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This requires attentive listening, prompt communication, tailored interactions, and providing accurate information to the customers. Moreover, it involves exceeding expectations to create lasting impressions and conducting followups after transactions to boost customer delight and loyalty. In an exclusive interview with CEO Insights, Dr. Vishesh Rawat, Vice President & Head of Marketing, Sales, & CRM, M2K Group, shares his insights on the importance of CX, technology, and team building.

How have the marketing gaps in real estate evolved in the digital age?

India currently boasts of over 900 million internet users, a number that continues to rise daily. The number of internet users has been increasing at an annual rate of 14 percent. In the real estate sector, the adoption of technology is steadily climbing as well. There was once a strong reliance on print media such as magazines, newspapers, and various other publications. For branding and especially lead generation, digital platforms are crucial. As marketers, we recognize the importance of allocating a significant portion of our resources and budgets to digital marketing while introducing new products or running ongoing campaigns. However, print advertisements still carry a sense of credibility & authenticity that customers appreciate. Furthermore, in the real estate industry, technology is essential in every aspect—including design, project management, construction, sales, after-sales, and accounts.