WORK SMARTER AND FASTER
I am one of the founding members & Director of The Guardians Real Estate Advisory and currently looking into the Marketing, Product Development, and Strategy functions. I have co-founded and driven the firm since its inception back in 2016. I approach every project launch from a 4-C Marketing pe
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Nov 19, 2021 7:06 AM
I am one of the founding members & Director of The Guardians Real Estate Advisory and currently looking into the Marketing, Product Development, and Strategy functions. I have co-founded and driven the firm since its inception back in 2016. I approach every project launch from a 4-C Marketing perspective, namely 1. Category – identify a gap in the market, 2. Consumer – identify a deeprooted consumer need, 3. Concept –big and audacious idea that marries the need-gap 4. Critical Success Factors – budget, Go-To-Market timelines, and strategic phasing of messaging. NOVEL STRATEGIES & PRODUCTS We liaison with the best of creative agencies to drive the most memorable messages across some of the most compelling real estate campaigns. We critically strategies and then execute the various media plans and ensure that all the interaction tools, required to market the project are correctly developed, implemented, and deployed to the trade partners as well as customers across online and offline media. I plan to make a swift shift from being a service provider to being a product execution expert. I believe that the firm should step into the development model now. NOT ONLY THE POSITIONING BUT ALSO THE MARKETING MEDIA OUGHT TO BE PLANNED WELL, THE BUDGETS MUST BE ENSURED, AND THE DISCIPLINE OF CAMPAIGN EXECUTION MUST BE IN LINE WITH THE OVERALL FLAVOUR OF THE PRODUCT. MOST SUCCESSFUL MARKETING CAMPAIGNS We created a 360° marketing campaign involving a teaser and reveal campaign around the celebrity lifestyle. To create a sense of newness and to attract VDNBs and new customers, the product was taken to market as “Passcode Tinseltown”, focusing on the project’s USP of glamour. Starbucks integration at the sales lounge served as an attraction for walk-ins which helped the sales team to bag maximum closures. The bookings were initiated with a confirmed allocation route, titled – ADVANCE BOOKINGS WINDOW, that bagged over 240 applications. Booking window opened on 13th Mar 21, a month after the advance booking window was opened, and has since clocked a total of 201 bookings in just 10 days. SOCIAL INITIATIVE RECAP (Real Estate Channel Accelerator Program) for the Channel Partner fraternity and for the customers by extension educates the trade partners as well as the homebuyers on all aspects of real estate.
Tags : Developers Speak budget consumer product The Guardians Real Estate Advisory Marketing Product development Strategy Real Estate Advisory Jayesh Rathod