Chapter 2: Review of Literature

About the sector

India's real estate market was affected by the COVID-19 pandemic. The residential
sector was the worst hit as strict lockdown measures across major cities impacted
housing sales as home registrations were suspended and home loan disbursement
was slow. However, the sector recovered due to an increase in house sales, new
project launches, and increasing demand for new office and commercial spaces, etc.

The growth of this sector is well complemented by the growth in the corporate
environment and the demand for office space as well as urban and semi-urban
accommodation. The construction industry ranks third among the 14 major sectors in
terms of direct, indirect, and induced effects in all sectors of the economy.
In India, the real estate sector is the second-highest employment generator after
agriculture. It is also expected that this sector will incur more non-resident Indian (NRI)
investment, both in the short and long term. Bengaluru is expected to be the most
favored property investment destination for NRIs, followed by Ahmedabad, Pune,
Chennai, Goa, Delhi, and Dehradun. Retail, hospitality, and commercial real estate are
also growing significantly, providing the much-needed infrastructure for India's growing
needs.

According to industry reports, real estate demand for data centers is expected to
increase by 15-18 million sq. ft. by 2025. Demand for residential properties has surged
due to increased urbanization and rising household income. India is among the top 10
price-appreciating housing markets internationally.

Source: https://www.mordorintelligence.com/industry-reports/real-estate-industry-in-
india

After the agricultural sector, the real estate industry in India is the second largest
employer. Additionally, greater non-resident Indian (NRI) investment is anticipated in
this industry over the long and short terms. NRIs are predicted to choose Bengaluru
above other cities for their real estate investments, which will be followed by
Ahmedabad, Pune, Chennai, Goa, Delhi, and Dehradun.

Real estate is a type of property that includes both unimproved land and
improvements including buildings, furnishings, roads, buildings, and utility systems.
Ownership of the land, improvements, and natural resources like minerals, plants,
animals, water, etc. is conferred by property rights.

Types of Real Estate

There are several types of real estate, each with a unique purpose and utility. The
main categories are:

1. Land
2. Residential
3. Commercial
4. Industrial

For anyone looking to understand how the industry works and what each of the major
categories represents, the explanations below will be a helpful guide.

Land

Land is the baseline for all types of real property. Land typically refers to undeveloped
property and vacant land. Developers acquire land and combine it with other
properties (called assembly) and rezone it so they can increase the density and
increase the value of the property.
Residential

Residential real estate consists of housing for individuals, families, or groups of

people. This is the most common type of estate and is the asset class that most
people are familiar with. Within residential, there are single-family homes, apartments,
condominiums, townhouses, and other types of living arrangements.

Commercial

Commercial property refers to land and buildings that are used by businesses to carry
out their operations. Examples include shopping malls, individual stores, office
buildings, parking lots, medical centers, and hotels.

Industrial

Industrial real estate refers to land and buildings that are used by industrial
businesses for activities such as factories, mechanical productions, research and
development, construction,
transportation, logistics, and warehousing.

Market Size

From Rs. 12,000 crores (US$1.72 billion) in 2019 to Rs. 65,000 crores (US$9.30
billion) in 2040, the real estate market will increase. In India, the real estate industry is
anticipated to grow to US$ 1 trillion in size by 2030 from US$ 200 billion in 2021 and
to account for 13% of GDP by 2025. Significant growth is also being seen in retail,
hotel, and commercial real estate, which is essential infrastructure for India's
expanding demands.
In one year, the top 7 cities in India's real estate market saw land sales totaling more
than 1,700 acres. US$10.3 billion in foreign investments were made in the commercial
real estate industry between 2017 and 21. Developers anticipate a sharp increase in
demand for office space in SEZs starting in February 2022, after the replacement of
the current SEZs statute.
ICRA forecasts that Indian businesses would raise more over Rs. 3.5 trillion (US$ 48
billion) through infrastructure and real estate investment trusts in 2022 as opposed to
the US$ 29 billion raised so far.
From July 2020 to December 2020, the office market in the top eight cities had sales
totaling
22.2 MSF, while new completions during that time were reported at 17.2 MSF. In the
second half of 2020, the Information Technology (IT/ITES) sector held a 41% share of
sectoral occupiers, followed by the BSFI and Manufacturing sectors with 16% each,
Other Services with 17%, and Co-working with 10%.

Market Share

The Real Estate Industry In India Market size is estimated at USD 0.33 trillion in 2024,
and is expected to reach USD 1.04 trillion by 2029, growing at a CAGR of 25.60%
during the forecast period(2024-2029).

Source: https://www.mordorintelligence.com/industry-reports/real-estate-industry-in-
india
Sector Contribution to GDP

Sector: Residential

 Growth: High demand for housing, government incentives for affordable housing
(e.g., Pradhan Mantri Awas Yojana).
 Degrowth: Rising interest rates, economic slowdown.

Sector: Commercial

 Growth: Strong economy, growth in specific industries (e.g., tech), government

spending on infrastructure.
 Degrowth: Weak economy, high vacancy rates, oversupply of office space.

Sector: Industrial

 Growth: Growth in e-commerce, manufacturing boom, improved logistics

infrastructure.
 Degrowth: Economic slowdown, trade wars, disruptions in supply chains.

Sector: Retail

 Growth: Rising consumer spending, growth in e-commerce fulfilment centers.

 Degrowth: Shift to online shopping, economic slowdown.

Sector: Hospitality

 Growth: Increase in tourism, business travel, government investment in tourism

infrastructure.
 Degrowth: Economic downturns, pandemics, natural disasters.

Sector: Land Development

 Growth: Urbanization, expansion of cities, demand for new housing and

commercial areas.
 Degrowth: Economic recessions, environmental regulations limiting development.
Sector Composition

The world of real estate is a multifaceted one, divided into distinct but interconnected
segments. Here's a breakdown:

 Living spaces: This category encompasses the construction and sale/rental of

single-family homes, apartments, and condominiums.
 Commercial endeavors: This sub-sector deals with the development and leasing
of office buildings, shopping centers, and industrial parks, catering to businesses.
 Logistics and storage: Warehouses and distribution centers fall under this
umbrella, focusing on the movement and storage of goods.
 Retail therapy: This sub-sector involves the construction and leasing of shopping
centers, malls, and individual stores, catering to consumers.
 Hospitality havens: Hotels, resorts, and short-term rentals fall under this category,
providing temporary accommodations.
 Land prep: This sub-sector focuses on transforming raw land into usable spaces
for residential, commercial, or industrial purposes, involving buying, improving, and
selling the land.

Real estate market in Pune west and its mapping.

https://dwello.in/locations/pune-west-pune-overview#top-builders

Demand for property in Pune West Bypass Road has gone up hugely since this is a
metropolitan highway that serves the entire city of Pune. The Road passes through
Pune and Pimpri Chinchwad and runs for 40 kilometers between Dehu Road and
Katraj from north to south. The Hinjewadi IT Park, one of Pune’s biggest IT and
software hubs, is situated along this stretch along with the Shri Shiv Chhatrapati Sports
Complex at Balewadi which hosted the Commonwealth Youth Games in the year 2008.
All major roads running west of the city directly link to the Westerly Bypass. Easy
access to the Mumbai-Pune Bypass and Rajiv Gandhi IT Park at Hinjewadi are
contributing factors towards the growth of the real estate market along this stretch. This
Road is one of the city’s future growth corridors and realty markets are being boosted
by SEZs and IT zones in Hinjewadi along with the development of major townships by
leading developers including the Megapolis, Lodha Belmondo and Kolte Patil Life
Republic. The proposed Pune Ring Road will further boost connectivity in the region
along with road widening initiatives in Hinjewadi. The sanctioned IT Park in the
Hinjewadi Phase 4 and 5 should also boost realty demand in the future along with
speedy development of civic infrastructure. Hinjewadi will soon be linked directly to the
Balewadi Road through Baner. The six lane Mumbai Expressway offers great
connectivity to Maximum City while major realty markets along this stretch are
Balewadi, Pashan, Hinjewadi, Aundh and Baner. There are several well-known
educational institutions along this stretch including the Bharti Vidyapeeth, MIT School
of Management and MIT. A soothing and massive public garden is also being
constructed along the road.
https://www.squareyards.com/pune-west-in-pune-overview-274

Sector & Sector Composition CAGR

The Real Estate Industry In India Market size is estimated at USD 0.33 trillion in 2024,
and is expected to reach USD 1.04 trillion by 2029, growing at a CAGR of 25.60%
during the forecast period (2024-2029).

Source: https://www.mordorintelligence.com/industry-reports/real-estate-industry-in-
india/market-size
https://www.naredco.in/sites/default/files/State%20Chpter/
Real_Estate_Unboxed_The_Modi_Effect_5ef38a29b7.pdf

Sector & Sector Composition growth/de-growth catalyst

Government Initiatives & FDI

The Indian government is rolling out the red carpet for real estate investment, both
domestic and foreign. Here's how:

 GST simplifies taxes: The Goods and Services Tax (GST) streamlines the tax
system, making it easier for real estate businesses to operate.
 RERA brings transparency: The Real Estate Regulation and Development Act
(RERA) cleans things up by ensuring clear rules and regulations in the sector.
 Affordable housing gets a boost: The Pradhan Mantri Awas Yojana scheme
provides subsidies and incentives specifically for the construction of affordable
homes.
 Foreign investors welcome: Opening the door to 100% Foreign Direct Investment
(FDI) in construction development attracts foreign capital and fuels real estate
growth.
 Building a better foundation: Government initiatives in infrastructure
development, like smart cities and improved public transport, are expected to make
these areas even more attractive places to live and work, positively impacting the
real estate market.

Porter 5 Force Model Analysis

 Buyer Influence on Pricing (Negotiating Power of Buyers)

In the real estate market, a buyer's clout over pricing can vary depending on several
factors. Individual buyers and, in some cases, property management firms are the
primary customer segments. Beyond just the property itself, a buyer's experience,
access to information, and their ability to leverage that information to negotiate a better
deal can all influence the final price.

 Supplier Sway (Negotiating Power of Suppliers)

The bargaining power of suppliers in real estate development is shaped by a number of
underlying industry and supply chain dynamics. Suppliers often hold moderate to
strong negotiating power. The real estate development supply chain has two main
sources: raw materials and skilled labor.

 Newcomers on the Block (Threat of New Entrants)

Barriers to entry in large-scale real estate development keep the threat of new
competitors relatively low. Despite the potential for high returns, the real estate industry
is capital-intensive, requiring a substantial upfront investment that discourages
potential newcomers.
 Close Substitutes? Not Likely (Threat of Substitute Products and Services)

Due to the unique nature of real estate, the threat of substitutes remains minimal.
While technology and advancements like robotics may improve certain aspects of the
business, completely replacing such a massive and valuable industry is highly
improbable. For instance, the global real estate market reached a staggering $2.7
trillion by 2021.

 A Competitive Landscape (Rivalry Among Existing Players)

In the Indian real estate market, rivalry among existing players is intense, driven by the
booming demand for residential and commercial spaces in metropolitan areas. Major
players like DLF, Godrej Properties, Tata Housing, and Prestige Group constantly
compete for market share by launching innovative projects and offering competitive
pricing. The rivalry is especially fierce in high-demand areas like Mumbai, Bangalore,
Delhi, and Pune, where the influx of IT and commercial hubs has significantly boosted
real estate demand.
About the company

Cascade Realtors is a prominent real estate consulting firm known for its
comprehensive services in the real estate industry. Specializing in residential and
commercial properties, Cascade Realtors offers expert guidance on buying, selling,
and leasing real estate. The company is dedicated to providing personalized solutions
tailored to meet the unique needs of their clients. With a strong presence in key
markets and a commitment to integrity and transparency, Cascade Realtors has built a
reputation for excellence and customer satisfaction. Their team of experienced
professionals leverages market insights and industry expertise to deliver optimal
results for their clients.

Brief History of company

Founding and Registration

Cascade Realtors was founded in 2020 by two enterprising individuals with significant
backgrounds in the real estate industry. One of the founders previously worked with
Solitaire, a well-known real estate developer, while the other was a consultant in
Nashik. Their combined expertise and vision laid the foundation for what would
become a reputable real estate consulting firm.

Early Years

Initially operating under the name Cascade Realtors, the company focused on
establishing its presence and building a network of clients and partners. The early
years were marked by steady growth, driven by the founders' deep industry knowledge
and commitment to providing exceptional service.

Official Registration and Rebranding

In 2023, the company was officially registered as Cascade Realtors, solidifying its
brand identity and positioning itself for further expansion. The branding marked a
significant milestone, reflecting the company's evolving vision and professional ethos.
Expansion and Growth

Cascade Realtors' growth has been gradual but consistent. The company now
operates primarily in the East, West, and South regions of Pune, offering
comprehensive real estate consulting services. Despite its small team size of 8-10
people, Cascade Realtors has managed to carve out a significant niche in the market.
The team is complemented by outsourced data management, allowing the company to
maintain a lean operation while ensuring access to crucial market insights and
information.

Brief notes on Top Management

Tiju Mathew: Co-Founder of Cascade Realtors

Tiju Mathew, one of the visionary co-founders of Cascade Realtors, brings a wealth of
experience from the real estate market. Before embarking on this entrepreneurial
journey, Tiju worked as a closing manager with a renowned builder, honing his skills
and expertise in the industry. In 2020, driven by his passion and ambition, he left his
job to establish Cascade Realtors.

Hailing from Kerala, Tiju is not only a dedicated professional but also a passionate
rider, embracing the thrill of the open road. His unique blend of industry knowledge and
personal zeal has been instrumental in shaping the success and growth of Cascade
Realtors.

Devang Thakkar - Co-Founder of Cascade Realtors

Devang Thakkar, a passionate real estate professional from Gujarat, brings a wealth of
experience to the industry. With a solid background in real estate consulting, he honed
his skills while working in Nashik. Driven by his dedication and vision, Devang left his
consultant role and moved to Pune to pursue his entrepreneurial aspirations.

In 2020, he co-founded Cascade Realtors, channeling his expertise and passion into
building a reputable real estate consulting firm. Devang's commitment to excellence
and deep understanding of the market have been instrumental in the company's
growth and success. His enthusiasm for the real estate industry continues to drive
Cascade Realtors forward, making it a trusted name in Pune's real estate sector.

Companies Product / Service

 Residential Property Sales : Cascade Realtors specializes in assisting clients with

buying residential properties. Whether you are a first-time homebuyer or looking to
upgrade, our team provides expert guidance to find your dream home in Pune's
competitive real estate market.
 Property Consultation: Our experienced consultants offer personalized advice to
help you make informed decisions about your real estate investments. We provide
market insights, property valuations, and strategic guidance to ensure you get the
best value.
 Property Management: We offer comprehensive property management services,
including tenant management, maintenance, and rent collection. Our goal is to
maximize your investment returns while ensuring your property is well-maintained.
 Legal and Documentation Assistance: Navigating the legal complexities of real
estate transactions can be challenging. Cascade Realtors provides support with all
necessary legal documentation, ensuring a smooth and hassle-free process.
 Home Loan Assistance: We assist homebuyers in securing the best home loan
options to suit their financial needs. Our team works with various financial
institutions to provide competitive interest rates and flexible repayment options.
 Customized Property Solutions: Understanding that every client has unique
needs, we offer customized property solutions tailored to individual preferences and
budgets. Whether you are looking for a luxurious apartment or a cozy home, we
strive to meet your specific requirements.
 Market Analysis and Research: Cascade Realtors conducts thorough market
analysis and research to keep our clients informed about the latest trends and
developments in the real estate market. This information helps clients make well-
informed decisions about their property investments.
Michael Porter Value chain Analysis

 Bargaining power of Buyer’s

 Customer count
 Order volume
 Competitor distinctions
 Sensitivity to price
 Substitution options
 Information access
 Switching cost

 Bargaining power of Supplier’s

 Supplier count and size
 Product uniqueness
 Substitution ability
 Threat of New entrants

 Entry barriers
 Scale economies
 Brand loyalty
 Capital needs
 Experience accumulation
 Government policies
 Distribution access
 Switching

 Threat of Substitute products

 Substitute availability
 Propensity to substitute
 Price-performance of substitutes
 Product differentiation
 Switching costs.

Market Penetration of product / service Rural, Semi Urban & Urban

The success of a real estate product hinges on its target audience: rural or urban.
Market penetration, signifying how widely adopted a product is, tends to be lower in
rural areas due to sparse populations, limited infrastructure, and lower disposable
incomes. However, there's potential for growth as urbanization fuels demand for
affordable housing. Companies can tap into this market by offering more affordable
options, financing solutions suited to rural needs, and improved access to real estate
information. Partnering with local organizations can also bridge the gap.
Urban areas present a different challenge. While a larger customer base exists due to
higher population density and developed infrastructure, competition is fierce, housing
prices are higher, and regulations are more complex. To thrive here, companies need
to stand out through innovation, unique value propositions, or leveraging technology.
Understanding local regulations and partnering with local organizations are equally
important.

The rise of IT hubs and commercial hubs significantly impacts residential housing in
both settings. In rural areas, these hubs can act as catalysts for growth. As companies
establish offices, attracting a workforce, the demand for housing rises. However,
affordability remains key. Real estate companies that cater to this influx with
appropriate housing options can benefit greatly.

In urban areas, IT and commercial hubs further intensify the existing challenges.
Increased demand can drive housing prices even higher, potentially pushing out
residents on fixed incomes. Here, companies that focus on innovative, space-saving
solutions or explore alternative housing models like co-living can cater to the growing
workforce while mitigating affordability concerns.

Ultimately, understanding the unique dynamics of rural and urban markets, along with
the influence of IT and commercial hubs, is crucial for real estate companies to achieve
successful market penetration and cater to the evolving needs of residents.

Segment, Target & Positioning

Segmentation

Segmentation in the real estate industry involves dividing the market into distinct
group based on characteristics such as:

 Age, income, family size, occupation, etc.

 Location, climate, proximity to amenities, etc.
 Interests, activities, values, etc.
 Home buying behavior, brand loyalty, etc.
 Personality, values, attitudes, etc.

Targeting

 Home buyers, retirees, and families seeking new homes

 Investors seeking rental properties
 Businesses looking for office or retail space
 High net worth individuals seeking luxury homes or vacation properties
 Homeowners looking to upgrade to larger or more luxurious properties

Positioning

 Specialize in a specific market segment, such as luxury homes, waterfront

properties, or eco-friendly homes
 Highlight expertise in a particular geographic area
 Offer premium real estate services with personalized, high-quality customer service
 Use technology to streamline processes and enhance customer experience
 Emphasize social responsibility with a focus on sustainability, community
development, and eco-friendly practices

Sales & Distribution Channels

1. Direct sales: sales team that sells properties directly to potential buyers through
on-site sales centers, off-site sales centers, or online sales portals.
2. Brokers and agents: The company employs local real estate brokers and agents
to market and sell their properties.
3. Advertising and promotions: Various forms of advertising, including print,
television, and online advertising, to create awareness and generate interest in their
properties.
4. Online platforms: The company leverages various online platforms, such as
property portals, social media, and other digital channels, to showcase their
properties and reach a wider audience.
5. Roadshows and events: Organizes roadshows, exhibitions, and other events to
showcase their properties and attract potential buyers.
6. Referral marketing: The company relies on word-of-mouth referrals by
incentivizing existing customers to refer friends and family to their properties.

Concept of Margin: GMROI & ROI of Product / Service

Margin is a financial concept that measures the profitability of a product or service. Two
key metrics for measuring margin are Gross Margin Return on Investment (GMROI)
and Return on Investment (ROI).

1. Gross Margin Return on Investment (GMROI): This metric calculates profitability

by dividing the gross margin (total revenue minus the cost of goods sold) by the
investment required to produce the product or service. A higher GMROI indicates
greater profitability.
2. Return on Investment (ROI): This metric calculates profitability by dividing the net
profit by the investment. A higher ROI indicates a higher level of profitability.

Promotional Mix of Product

 Spreading the Word (Advertising): This involves paid promotions across various
channels like print, radio, television, and online platforms. The goal is to reach a
broad audience and create awareness and interest in specific properties or real
estate services offered by a company.
 Sweetening the Deal (Sales Promotion): This strategy utilizes short-term
incentives like discounts, freebies, or special offers. It's designed to trigger
immediate action and boost demand for properties or services.
 Building Trust and Reputation (Public Relations): These activities focus on
generating positive press coverage and shaping a favorable image for properties or
real estate services. Press releases, media outreach, and communication with
various stakeholders (customers, investors, community) are all part of this strategy.
 Targeted Communication (Direct Marketing): This approach involves reaching
out to individual customers directly through email campaigns, sending flyers, or
even telemarketing calls. The goal is to generate leads and ultimately convert them
into sales.
 The Personal Touch (Personal Selling): This strategy relies on face-to-face
interaction with potential buyers through real estate agents or brokers. It allows for
building relationships, addressing questions, and providing detailed information to
guide potential buyers through the buying process.

Recent Merger & Acquisition

In commercial real estate investing, mergers and acquisitions transactions are

significant as they often involve the buyer acquiring ownership or leasehold interest in
at least one real estate property. Although real estate is typically not the primary
reason for mergers and acquisitions, its value in these agreements is generally less
substantial. When property is involved, the acquiring company may need to assess:

 Landlord termination
 Tenant termination rights
 Rent payment
 Use restriction
 Security deposit
 And other related factors
Application of Marketing Tools

 Online advertising platforms: Social media advertising (Facebook Ads, Instagram

Ads), Google Ads, real estate listing websites (Zillow, Trulia)
 Virtual tours: 3D tours that allow potential buyers to virtually explore a property
from anywhere.
 Drone photography: High-quality aerial photos and videos that showcase a
property and its surroundings.
 Open house events: Events where potential buyers can tour a property and meet
with a real estate agent.
 Host contests or giveaways: Offer incentives like free home staging consultations
or closing cost credits to generate leads.
 Early bird discounts: Provide a discount to buyers who purchase a property
before a certain deadline.
 Real estate agent websites: Provide a platform for agents to showcase their
expertise, listings, and client testimonials.
 Real estate mobile apps: Allow agents to connect with clients on the go, schedule
appointments, and share property information.
 Video conferencing tools: Facilitate virtual consultations with potential buyers
who are located remotely.

SWOT – Company & Product / Service

 Strengths:

 Tangible Asset: Homes represent a tangible asset that provides shelter, security,
and potential investment appreciation over time.
 Psychological Appeal: Homeownership offers a sense of accomplishment,
stability, and community.
 Limited Supply: Land availability in desirable locations can be limited, creating
scarcity and potentially increasing property values.
 Diversification: Real estate provides diversification for investment portfolios,
offering a hedge against inflation that stocks and bonds may not.
 Emotional Connection: Homes hold a strong emotional connection for many
people, influencing purchasing decisions.

 Weaknesses:

 High Transaction Costs: Buying and selling a home involves significant

transaction costs, including closing costs, realtor commissions, and taxes.
 Illiquidity: Real estate is a relatively illiquid asset compared to stocks or bonds.
Selling a property can take time and effort.
 Maintenance Requirements: Homes require ongoing maintenance and repairs,
which can be costly and time-consuming.
 Vulnerability to Economic Downturns: Property values can decline during
economic downturns, leading to potential losses for homeowners.
 Interest Rate Sensitivity: Mortgage interest rates significantly impact affordability
and can dampen demand when rates rise.

 Opportunities:

 Technological Innovation: Virtual tours, online listing platforms, and data analytics
tools can improve marketing, streamline transactions, and enhance the home
buying experience.
 Urbanization Trends: Urbanization in some areas can increase demand for
residential properties, creating opportunities for developers and investors.
 Growing Global Population: A growing global population could lead to increased
demand for housing overall.
 Focus on Sustainability: Energy-efficient and environmentally friendly features
can attract environmentally conscious buyers, creating a niche market.
 Alternative Financing Options: Innovative financing options, like rent-to-own
programs, could help address affordability concerns and expand the potential buyer
pool.

 Threats:

 Climate Change: Rising sea levels and extreme weather events can threaten
coastal properties and increase insurance costs.
 Government Regulations: Changes in zoning laws, building codes, or taxes can
impact the residential real estate market.
 Economic Uncertainty: Global economic instability or geopolitical issues can
create uncertainty and dampen demand for real estate.
 Demographic Shifts: An aging population or declining birth rates could impact
demand in certain areas.
 Rental Market Competition: The growth of the rental market, including short-term
rentals like Airbnb, can present competition for traditional homeownership.

Marketing Mix

 Product (The Homes Themselves):

 Highlighting Strengths: Focus on the unique features and benefits of each

property. This could include desirable locations, amenities, energy efficiency,
curb appeal, or recent renovations.
 Staging and Presentation: Professionally stage the property to showcase its
potential and create an emotional connection with buyers.
 Virtual Tours and High-Quality Photos: Utilize high-quality photography and
virtual tours to allow potential buyers to explore the property remotely.
 Addressing Weaknesses: Be upfront about any potential drawbacks of the
property and consider offering solutions, such as highlighting renovation
potential for an outdated kitchen.
 Price (Setting the Right Value):

 Market Research: Conduct thorough market research to determine the fair

market value of the property based on comparable listings in the area.
 Pricing Strategy: Consider strategic pricing options like setting an attractive
initial price or offering negotiation flexibility.
 Affordability and Incentives: If affordability is a concern, consider offering
closing cost credits, mortgage assistance programs, or highlighting financing
options.

 Place (Reaching Your Target Audience):

 Targeted Online Marketing: Utilize online real estate listing platforms, social
media advertising, and email marketing to reach potential buyers who are
actively searching for homes in your target area.
 Open Houses and Events: Organize open houses and broker tours to
showcase the property to a wider audience.
 Strategic Partnerships: Partner with local businesses like mortgage lenders or
home inspectors to gain referrals and increase visibility.

 Promotion (Generating Interest):

 Compelling Marketing Materials: Create eye-catching brochures, flyers, and

social media content that showcase the property's best features.
 Public Relations Efforts: Issue press releases or generate media coverage to
highlight the property's unique aspects or the benefits of living in the area.
 Community Engagement: Participate in local events or sponsor community
initiatives to build brand awareness and establish yourself as a trusted real
estate expert.

PLC
Real estate, unlike many consumer products, doesn't have a traditional product life
cycle with distinct stages of introduction, growth, maturity, and decline. However, we
can consider a framework that acknowledges the ongoing evolution of a residential
property over time. Here's a breakdown:

1. Development & Introduction

 Land Acquisition and Planning: This involves securing the land, obtaining
permits, and finalizing the design and construction plans.
 Construction Phase: The actual building of the house, including foundation,
framing, utilities, and interior finishing.
 Marketing and Initial Sales: Once complete, the property is marketed to attract
potential buyers.

2. Growth & Stabilization

 Early Occupancy & Maturation: The house is occupied by the first owner(s), and
any initial settling issues are addressed. The property value may start to appreciate
as the surrounding area develops.
 Maintenance & Upgrades: Regular maintenance is required to preserve the
property's condition. Owners may choose to make upgrades or renovations to
enhance its value or functionality.

3. Maturity & Ongoing Evolution

 Ownership Changes & Market Fluctuations: The property may be sold to new
owners multiple times throughout its lifespan. Market conditions and local
development can impact the property's value.
 Adaptations & Modernization: Over time, the property may need renovations or
adaptations to meet changing styles, energy efficiency standards, or accessibility
needs.

4. Considerations Beyond a Traditional Life Cycle

 Durability & Longevity: Well-built homes with quality materials can last for
generations with proper care.
 Location & External Factors: The surrounding area's development, infrastructure
improvements, or environmental changes can significantly impact the property's
value and desirability.
 Demolition & Redevelopment: In some cases, due to age, damage, or changing
land-use plans, a property may be demolished to make way for new development.

Product / Service -Unique Selling Propositions

 Location:

 Hidden gem in a quaint neighbourhood

 Peaceful escape close to city centre
 Steps away from charming shops and cafes
 Stunning mountain/water views
 Safe and friendly community feel

 Property features:

 Move-in ready with modern upgrades

 Cosy and perfect for first-time buyers
 Unique architectural details (historical home)
 Large backyard perfect for entertaining
 Private oasis with mature trees

 Lifestyle:

 Low-maintenance living for busy professionals

 Ideal for families with young children (safe streets)
 Perfect for downsizing with easy access to amenities
 Work-from-home haven with dedicated office space
 Close-knit community with strong neighbour bond