by Paul Joseph
September 2, 2010
After years of trying to drum down competition, the real estate industry has finally realized the value of collaboration. Just look around you and you see corridors of development all across the country. Take the Golf Course Road, Sohna Road or even the Golf Course Road Extension across Gurgaon and the benefits are there for all to see. When an isolated pocket is developed, it remains in the realm of dirt tracks and bad roads. But the minute there are more developments along the same stretch there is pressure on the authorities to deliver good off-site services. This method of collaboration has been perfected in a couple of experiments East of Delhi. In hitherto unique experiments, in the Raj Nagar Extension (RNE) and the Crossings Republik (CR), erstwhile rivals who had adjoining plots of land or even along the same corridor got together to market the area first before their individual properties. So, what brought them together? Manu Garg, spokesman of the Raj Nagar Extension Association and director of Landcraft Developers, says: “We have put group interest ahead of individual success. The common ground was that we were all offering affordable properties and so had similar requirements as far as development of the area was concerned.” Obviously, the driver is not altruism but a necessity. Gaurav Gupta of SG Estates says: “In the beginning, during recession, the idea of joint marketing of the area was a matter of necessity than a choice since real estate was the worst victim of slowdown and was facing extreme liquidity pressures. It was then that the builders working in Raj Nagar Extension, SG Estates Ltd, Landcraft, Ashiana Homes, MCC, SVP, KDP, Ajnara, Quantum, Moti, etc, decided to join hands to jointly promote the area rather than expend individual time, effort and money. It not only helped in sharing of marketing costs but also gave a unique positioning of the area and a uniform message was communicated to customers since all the marketing communication was done under the banner of Raj Nagar Extension Developers Association. Joint marketing did not stop at media advertising alone but also included press conferences, exhibitions, web promotions, among others.” Rohit Modi of Ashiana Homes corroborates this at the association at RNE. “In addition to promoting the area together and the obvious marketing benefits, we also formed a pressure group which could work with development authorities to speed up development work. Since there were common needs we all focused on speed of implementation.” Having seen the benefits of collaboration, they are now pushing for further enhancement of the area. Now that the first connecting road is ready, Modi and other members of the association are confident that the remaining link roads and other infrastructure will happen soon. For Palash Aggarwal , a late entrant to RNE, “The association added value to the area. It is a healthy concept where 20 developers collaborate for the common purpose of development. When the common facilities like water, electricity and roads are taken care of then selling is not a problem at all. Today, we are promoting the area as a belt for affordable housing and marketing expenditure for individual developers too is substantially reduced.” For Vijay Jindal, CMD of the SVP group, there is a point of comparison. While in RNE, he benefits from the association with others, in Mohan Nagar, he is the only big builder. “The customer has no point of comparison and is confused about our assurances about the quality of investment in the area. In RNE that problem does not arise. When a builder is alone, he spends far more time and money on marketing the area and then his project.” R K Arora of the Supertech Group saw similar advantages in speed of completion when developers got together in the Crossings Republik. Why did he not go for a similar association along the Noida Expressway? “Because there was no land consolidation involved there. The authority gave us land with clean titles and the transport corridor was already there.” For the salaried middle-class buyer who constitutes the largest chunk of today’s property buyers, these basic facilities make the area livable. Pooja Sethi, who lives opposite Niravana in Gurgaon, explains: “Till the inter-linking roads were created, these homes were inaccessible to people like us and we would not consider living here. Today, with accessibility issues resolved, we find these affordable rental options and love living here. The difference is that in Gurgaon, the roads came as a government initiative that happened because of citizen activism. Collaboration by developers for common ends is still not as organized as in Ghaziabad.” Today’s buyer is an end user. That use is possible only when there is a critical mass of residents in an area. From the user perspective, places like Gurgaon are benefitting from multiple developers building along corridors. Issues like telecom cabling, telephony and water and power supply becomes easier. Even common facilities are provided by one or the other and all the developments benefit from it. Source : http://content.magicbricks.com/builders-engaging-in-collaborations Filed under: Builders/ Developers , Delhi Tagged: Ashiana Homes , Gurgaon , SG Estates , Supertech Group , SVP group
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by Paul Joseph
July 11, 2010
Photo by respres The Real Estate Agents Association of Chennai is all set to host the annual convention of the Indian National Association of Realtors. This will be the second year of the meet. It will be a two day event that will take place on July 16 and 17 at the seaside Radisson Resort temple bay at Mamallapuram. The town is situated 45 km from Chennai. The participation of around 400 delegates from around the globe is anticipated. They will discuss on matters related to the developments in real estate as well as the opportunities and the challenges. Some other topics of discussion will be legal aspects of transactions and case studies, retail, industrial and warehouse marketing. The event will include a seminar which will be addressed by an expert panel on a wide range of topics and also a workshop by Mr. Marcus Wally from UK on Marketing Real Estate for Profit. It will be a good opportunity for people of the trade to exchange cards and information.
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