The ‘Show And Sell' Strategy

Do professional sales galleries help sell housing projects? How important is a good site office to sell a residential or commercial project? Sunil Mishra, Head–Strategy, ANAROCK Group, has the answers

- Sunil Mishra

The sales office – that is something property buyers see at every new housing project site but probably cannot guess how much thought and investment has gone into creating it. The sales or site office or sales gallery is an integral part of the entire real estate transaction lifecycle. A project’s sales prospects decrease drastically without an attractive and well-functioning sales office to display its USPs to the best advantage, handle walk-ins and manage scheduled site visits. When we visit a mall, our senses immediately take in and respond to the creativity of displays. The appreciation and response process is almost entirely subconscious.

However, as most retailers and mall developers know, it is by far the most powerful marketing tool. Naturally, the stakes in selling properties are much higher for both buyers and sellers. Today, the site office is an inalienable feature in housing projects from affordable to mid-segment and luxury. To recount a short history, the professionally crafted on-site sales office is still a fairly new phenomenon in India. Before expert agencies began to perfect the art of ‘mega-conversion’ sales offices, housing sales in India used to take place from portable cabins or sample flats.