2. Contents
1. Real estate overview……………………………………………….3
2. Advantages in India………………………………………………….4
3. SWOT analysis………………………………………………………….5
4. Buying process in real estate………………………………….6
5. Distribution channels..…………………………………………..7
6. Closing ……………………………………………......……………….8
7. Channel partner and distribution system……………….9
8. Ad campaigns………………………………………………………….10
9. How should we further promote in Thalia labh…….11
10.Problem statement…………………………………………………12
11.Research objective…………………………………………………13
12.Research method……………………………………………………14
13.Sampling method…………………………………………………..15
14.Sample size and demographics………………………………16
15.Findings and analysis………………………………………….…17
16.Things I learned…………………………………………………….18
17.Recommendations ……………………………………………….19
3. Real Estate Sector Overview
1. Real estate sector in India is expected to reach US$ 1 trillion by
2030. By 2025, it will contribute 13% to the country’s GDP.
2. The total GDP of India in the year 2022 is 315.73 lakh crores INR
and the sector wise contribution of the Real estate, ownership of
dwelling & professional service is 2,114,386 crores (2022) which is
equivalent to 6.69% . of total GDP.
3. Foreign investments in this sector were at $10.3 billion from 2017-
21
4. Real Estate (Regulation and Development) Act, 2016 is an Act of
the Parliament of India which seeks to protect home-buyers as well
as help boost investments in the real estate industry.
4. Advantages in India
Robust Demand
1- Demand for residential properties have
increased due to Urbanization and
increase in household income.
2- About 10 million people migrate to
cities everyear.
3- 35% population is in young age bracket.
Attractive Opportunities
1- Growing requirements of space in
sectors like education and healthcare.
2- Growth in Tourism providing
opportunity in hospitality sector.
Increasing Investment
1- FDI in the Real estate sector has
increased massively .
2- FDI in the sector is expected to grow
by 25 billion dollars
Policy support by the GOI
1- Government has allowed FDI up to 100%
in township and development Projects.
2- Under housing for all schemes 6 crore
houses will be made in rural and 2 crore
in urban.
Real Estate
5. 1- Real Estate Regulatory
Act,2016.
2- Growing Urbanization
1- Lack of infrastructure
2- Corruption in the real estate
sector.
1- Real estate Opportunity Trust.
2- Growing Young Population.
1- Highly unorganized with lots of
middle men
2- Growth of economy is uneven.
6. Buying Process in real estate.
Awareness
Inquiry
Registration Site visit
Sales
experience
Sales Closed Revisit
Post sales
call
Loan
sanction
Letter
8. Channel Partner Sales and Sourcing
Post Sales
Support to
Stakeholders
CP
Enablemen
t
CP
Selection
Sales
Productivit
y and
Manageme
nt
Market
Mapping
Analyzing
Market
need
9. Ad Campaigns
First phase our AD Campaign revolved around the word
‘PROGRESSIVE’
Most Progressive township in MahaMumbai
Second phase of our AD campaign revolved around
‘OPPURTUNITY’
“Khusiyon ki mahalottery”
“Umeed se dugna 1BHK ke daam me 2BHK apnana”
10. How should we promote Thalia Labh in the
next phase.
• Advertisement
on Mindicator
and other media
apps.
• Advertisement
on Hindi,
English and
Marathi
newspapers
• Vendor’s Car
should be used
for promotion
• Kiosk Activity
• Advertisement
on CNBC AWAZ
and other
business news
channels.
TVC Direct
Digital
Print
11. Problem statement
To own house has become more difficult, with the rise in
the price of the home in the different region.
With new taxes as a solution, the government has
responded. However, the price of the house cannot be
reduced or improved only by taxation method.
Additionally, the general payment plan available is known
as CLP (Construction Linked Plan), wherein the payment is
made as the construction is completed, (slab-wise)
Developers should go for subvention plans, in the pre-
launch phase, like 20:80 in our project to allow the
customers an ease in their payment for the product.
Null Hypothesis- Customer are looking for easier payment plan
Alternate Hypothesis- Customers are comfortable with any kind
of payment plan.
12. Research objective
The objective of my research topic was to know what
percentage of people would like to go for easier
payment plan, and with what proportion of loan are
they comfortable with.
When buying a real estate product, a customer can opt
for multiple payment option, self funding, loan from the
developer, home loan from any other bank
Sometimes there are also different kind of payment
plan available for known as “subvention schemes”, like
in our project 20:80, was available.
Where you pay 20% of amount when booking your flat
and rest 80% when you get the possession of your
property.
13. Research method
For my study I used a descriptive research method.
Descriptive research aims to accurately and systematically
describe a population, situation or phenomenon. It can
answer what, where, when and how questions, but not why
questions. A descriptive research design can use a wide variety
of research methods to investigate one or more variables.
As there were prior studies available on personal finance,
taxation and price related research studies in real estate
available for my reference to go through.
14. Sampling method
I used convenience sampling method for my research
topic.
A simple random sampling was used for my study. It is a subset
of a statistical population in which each member of the subset
has an equal probability of being chosen. A simple random
sample is meant to be an unbiased representation of a group.
For my study I went for simple random sampling method, as I
used to meet several kind of customers, regardless of their
demographics or geographic location, so this sampling method
was more comfortable for me
15. Sample size and
demographics
The sample size for my study was about 20 people
The demographics of the study was –
Age from 18-30 (85%) and 30 to 40 (15%)
Gender- 50/50 male and female
Occupation- 65% students, 35% working professionals.
Income- less than 6,00,000-70%, 6,00,000 to 12,00,000-15%,
more than 12,00,000-15%
16. Findings and Analysis
So, From my study I was able to find out that most of the
customers would not consider loan, and would go for the
minimum possible loan amount, as it will cost more price in
the form of interest.
People go to buy real estate only when they have enough
savings available, so they have to take a loan for a lower
amount.
It also bears and increases the expenses in the customers
income in the form of EMI/ Pre EMI’s and they would be
comfortable to get a payment plan like -20:80 more than
CLP(construction linked plan)
17. Things I have learnt working at Xanadu Realty.
1. Width of the channel partners is very important because when your top
CP’s don’t perform on a given day the rest of them help you get to
respectable total( WALK-INS) on that day.
2. Digital leads are more reliable.
3. References and loyalty leads are very important.
4. Conflicts and their outcomes.
5. Coordination with the channel partners.
6. Managing more than 1 client at the same time.
