PDF format of Case Study

Case Study: IndiaProperty.com (IP )
Background
IndiaProperty.com, a division of Consim Info Pvt. Ltd.,(formerly Bharat Matrimony) provides an indepth information on buying, selling and renting out properties in India. Leveraging the internet as
the 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 revolutionize
the way property is bought and sold in the real estate market.
Key Challenges
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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 is
available online at much cheaper price with better returns.
Communication Objectives
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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 NRI
community who look forward to invest in India.
Project IP’s value driven knowledge on real estate among the prospect buyers
community through frequent communication on the current market trends and estimation.
Strategy & Key Initiatives
IP Events and Promotions
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India Property show 2008, Dubai – A property exhibition in Dubai on the investment
opportunities in India.
Target audience – Builders from all across India, especially Kerala.
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Since the majority of nationals in Dubai were of Kerala origin investment opportunities for
them would primarily mean investment in their God’s own country.
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PR Strategy
GRI tried to leverage this connection between the Dubai based Malayalees and
associated the emotional string of investing their hard earned money in their own native
place in Kerala
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The PR campaign in India focused on communication to the Kerala media primarily and
Chennai media subsequently. (Given that the Middle East had a large proportion of Gulf
immigrants from Chennai, who too desired to convert their liquid cash into an immovable
asset such as property)
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Leveraging the regional connect between the economically stable Gulf Malayalees and
Kerala as an emerging destination for real estate investments, the core message of the
campaign focused on highlighting the progressive growth trend of Kerala with an
increasing level of NRI investments.
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GRI Recommended the following:
− Press briefing and media interactions to the Kerala media, specifically the
regionals who have a higher circulation and reach than the English
mainlines.
− 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 help
Kerala 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:
GRI’s recommendations were based on positioning India property.com as a complete solutions
provider. 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 and
Builders Meet for the builders.
The Agents Meet included the following discussion points:
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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 cashin on the then booming real estate opportunity through Builders Meet organized by
IndiaProperty.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
The Hindu – 5 June 2008
Financial Chronicle – Dated 18 August 2008
New Indian Express – Express Estates – Dated 28 June 2008
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
Interaction coverage with the Chief Marketing Officer, Consim Info Pvt Lt
Purchase – June 2008
Statesman – 25 May 2009
Interaction coverage with Mr.J.Murugavel, Founder & MD, Consim Info Pvt Ltd
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 for
regular property listings via print medium (Financial Chronicle) and developed a platform to
achieve long lasting mileage through the activity since July 2008 which still continues (July 2009)
more than a year !
Financial Chronicle - Trivandrum property listings – August 2008
Financial Chronicle - Coimbatore Property listings – 7 July 2008
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