Semester Project

Study on Marketing Strategy of MMPW Company

Submitted in pursuant to the ordinances for award of the degree of

BACHELORS OF BUSINESS ADMINISTRATION

Of
Deen Dayal Upadhyay University, Gorakhpur

Project Submitted by: Project Supervisor:

Khushi jaiswal Mr. Anurag
Srivastava
Roll No. 2314078360006 (Asst. Professor)
Dept. Of B.B.A.

Department of Business Administration

INSTITUTE OF TECHNOLOGY AND MANAGEMENT
GORAKHPUR, 2023-24
 CERTIFICATE

This is to certify that Khushi jaiswal has completed the Semester project title
“study on Sales and Marketing of MMPW Company” in pursuant to the
ordinances for award of the degree of Bachelors of Business Administration under
my guidance to the best of my knowledge it is her original work.

Date: Project Supervisor

27/08/2024 Mr. Anurag Srivastava
 DECLARATION
I hereby declared that this project report is based on the semester project
undergone by me on the topic “study on Sales and Marketing of MMPW
Company”, this is my original work and no part thereof has been submitted
anywhere else for any other academic purpose.

Date:
Khushi jaiswal
BBA 5th Semester
Roll No.: 2314078360006
 ACKNOWLEDGEMENT
I am extremely grateful to my Supervisor Ms. Seema Rani (Assistant Professor),
and Dr. Manoj Mishra (Head of department) of Business Administration, ITM
GIDA Gorakhpur whose guidance encouraged me a lot to go deep in the scope of
the project tending to broaden my understanding on this project.

Khushi jaiswal
BBA 5th Semester
Roll no.: 2314078360006
 CONTENT

SERIAL NO. DESCRIPTION PAGE NO.

1 INTRODUCTION 5
2 OBEJECTIVE 6
3 RESEARCH 7
METHODOLOGY
4 PRODUCT AND 9-11
SERVICES
5 FINANCIAL 12
SUPPORT METHODS
6 FINDINGS 13
7 REFERENCE 14
 INTRODUCTION
In this article, we’ll cover various strategies spread over offline and digital channels and share the
tools and resources you need to implement them. Before you change any of your marketing
strategies, here are a few basics you need to see Make My Property Wala PVT. LTD. comes in Top 4
Real Estate Company in Lucknow and it is the best real estate company in Lucknow. Make My
Property Wala PVT. LTD. in the year 2020, the company today is one of the fastest growing and a
key player in real estate development industry in Lucknow, we feel it is not of importance where we
stand, but in what direction we are moving. Our strength lies in our futuristic vision, where others see
and we see opportunity, which translates into thinking ahead of times.

Make My Property Wala is another venture of Make My Property Wala and it is one of the fastest-
growing and key players in the real estate development industry. We feel that it is not important
where we stand, but in what direction we are moving. Our strength lies in our futuristic vision, where
others see land we see opportunity, which translates into thinking ahead of time.

We take great pride in the quality of work that we deliver & it is led by enthusiastic professionals
who have spent numerous years of their professional lives in some of the prestigious companies.
Thus, making it easier to manage and grab some of the largest deals from the market.

Our Features

● Unique and striking architectural design.

● Integration of green spaces and sustainable features.
● Flexibility for clients to personalize and complete the project.
● Cutting-edge construction techniques.
Premium

● Work with an experienced architect or designer to create a custom design that suits your
lifestyle and preferences. A professional can help you maximize the use of space and create a
unique, luxurious feel. Invest in premium materials for construction, such as high-end
flooring, countertops, and cabinetry. Choose materials known for their durability, aesthetics,
and craftsmanship.

● Integrate the latest smart home technology for convenience, security, and energy efficiency.
This may include home automation systems, advanced security features, and energy-efficient
appliances.
● Design private and serene spaces within the home, such as a luxurious master suite or a
private study. Consider features like a fireplace, custom walk-in closet, and a spa-like
bathroom.
 OBJECTIVE
The short-term objective of the company is t become the largest real estate company of Luckhnow till
2027 and the long-term objective is to become the states biggest real estate company till 2035 and to
operate in all the major cities of the state of Uttar Pradesh. Make My Property Wala is another
venture of Make My Property Wala and it is one of the fastest-growing and key players in the real
estate development industry. We feel that it is not important where we stand, but in what direction we
are moving. Our strength lies in our futuristic vision, where others see land we see opportunity, which
translates into thinking ahead of time.

We take great pride in the quality of work that we deliver & it is led by enthusiastic professionals
who have spent numerous years of their professional lives in some of the prestigious companies.
Thus, making it easier to manage and grab some of the largest deals from the market.
RESEARCH METHOLOGY

Understanding your target audience is the basic and most important step to all marketing efforts. Not
only it will enable you to understand what your potential buyers need, but also tweak certain aspects
of your product or service to fulfil those needs. These are the foundation steps for Real Estate
Marketing Strategy too. Always conduct deep research about your consumer's needs, likes, habits,
aspirations, challenges, lifestyle, etc. will help you emotionally connect with them, build a bond, and
earn their trust.

2. Build a professional website

Outdated or unprofessional looking websites can turn away even a serious home buyer. Not only are
older websites hard to navigate, but they also put a question mark on the trust factor with your
organisation.

Your website is a key tool for all of your marketing efforts. It represents your brand and its values, so
the website needs to portray them clearly and concisely.

Visitors must find it incredibly easy to find information and navigate through different sections.
Prompting visitors to take action and requesting to "get in touch" with you is also an effective way to
push your visitors down the lead funnel.

3. Join hands for success

Joining hands with channel partners, JV partners, etc. is not necessarily a bad idea. As mentioned
above, today’s real estate market is fiercely competitive. The only way to succeed in sales
consistently is through collaboration and partnerships.

Such partnerships and business connections will earn you better qualified leads, access to referrals
and also build strong bonds within the fraternity. Always be on the lookout for profitable
opportunities to grow your business

4. Hire a professional photographer

While this may seem like a basic one, many real estate companies don’t realise its importance.
Photographs are a critical part of the home buying decision process. In fact, 89% of home buyers
believe that professionally shot photos helped them make a more informed decision.

Professional photographers use advanced equipment, lighting techniques, and processing to give
a picture-perfect look to your homes that customers love to look at before taking the final decision.

And as we all know - "A good picture is worth a million words"

5. Virtual reality and 3D scans

Innovative methods of marketing are a great way to get an edge over competition. While
professionally shot still pictures are important, why stop there?

A Matterport 3D camera will prove to be a cutting-edge visual weapon in your arsenal. It combines
all internal and external pictures of a property, and creates a 3-dimensional representation.

Using Virtual Reality (VR) headsets, customers can get the actual feel of walking through a home,
from any part of the world! Technology, when leveraged correctly, is very powerful! Want to Know
more? - Checkout How can VR improve your real estate business

6. Employ the power of analytics and insights

Analytics & measurable data is core to all marketing strategies. They help you get an improved vision
of the investment and the returns. With Google Analytics and Facebook Insights, you can track a
variety of metrics related to your website content, social posts, re-targeting efforts, etc. over time.

Number of site visitors, average session duration, bounce rate and goal conversions are just a few of
the endless metrics you can define and track.

It might sound a little overwhelming initially, but once you discover the power of analytics, you’ll
realise how actual data can help you improve & improvise your marketing strategies.

7. Build an e-mail nurturing strategy

An email marketing strategy is a critical component of a real estate marketing funnel. Imagine your
potential customers have visited your website or visited your exhibition kiosk, and then got busy with
something else. You do not want to miss out on this opportunity and stay on their mind.

With a lead form, you can get their email address and send them emails with relevant, helpful
information about their particular home buying requirement.

You should try to understand their challenges and then provide them with solutions in a non-pushy
way (advertising)

Depending on where the customer is in his/her buyer’s journey, you can design and send them
personalised emails which will help them take the appropriate next steps.

8. Target a niche audience and be an expert

Having a one-size-fits-all approach is not a good idea in a highly competitive real estate market.
Choosing a niche audience – e.g. kid-friendly homes or women-centric houses – will help you
establish yourself as a category expert. The right buyers will come looking for you, instead of you
hunting around.
An important step to doing this is also sharing lots of useful content via your website, blogs, social
channels, etc. based around your target niche audience.

Doing this sets you up to be seen as a thought leader and expert and you are naturally speaking to the
prospects which are interested in your product.

9. Drone videos

Aerial drone videos are a highly effective strategy especially when it comes to real estate. Very few
real estate businesses use the power of drone videography, which means it’s a great opportunity to
stand out from the crowd.

Drone videos are extremely useful to give an overview about the locality, nearby facilities, access to
transport connectivity, and even a birds-eye-view of the project itself. They help your customers to
get a clearer idea of the area where they would be staying or investing.

Here's an awesome blog on the Best Drones for Real Estate Photography & Videography

10. 24 x 7 Availability

Customers appreciate when businesses are available round-the-clock. The always ready-to-help
attitude can go a long way in fostering a strong relationship with your prospects.

Implementing chat bots on your website is a great way to help visitors answer some of their questions
then and there.

A live chat guides website visitors through their journey by engaging with them, answering their
queries, and relaying specific questions or customer information (such as a call-back number) to your
team.

11. Client testimonials actually work

This one is fairly simple at its core: Potential customers trust and relate to reviews from existing
customers rather than brands talking about themselves. Definitely more than any creative ad
campaign you can imagine.

After a successful home buying transaction with a customer, do not hesitate to ask for a positive
testimonial. It could be a video, a quote or even a sound bite.

Genuine customer testimonials increase your brand credibility and encourage potential customers to
purchase your product.

12. Optimise your website for mobile

Ever since the rapid acceptance of smartphones, the way people browse the internet has changed
drastically. 52% of users browse websites on mobile devices.

Contrary to what one may believe, mobile optimised websites allow visitors to find what they need
rather easily than the desktop version. People can continue their hunt for a new home at any place and
at any point of time directly from their cell phones.

Using mobile UI storytelling, pronounced call-to-action (CTA) buttons, and easy search tools, you
can convert more visitors into leads faster. It is your job to give them the best possible mobile
experience of your website.

Fact: Google’s mobile first-indexing algorithm requires that your site be mobile friendly first and
then be optimised for search engines.

Not doing so will negatively impact even your desktop search result positions in Google.

13. Maintain an informative blog

Starting a blog which regularly provides helpful information about the real estate domain can be
extremely useful for prospects in their research phase.

Over time you can deliver a lot of value, build a loyal readership base, and reap the benefits for a long
time. The key here is to consistently post new content which helps customers with relevant and useful
information about real estate.

Potential customers will see you as an expert in your domain, and when they are in the consideration
stage to purchase a home, they will come knocking at your door. Integrating infographics and videos
into your blog will further increase engagement with your readers.

14. Engage in Content Marketing

Content marketing is one of the most effective marketing strategies in today’s time. In fact, it is the
essence of inbound marketing.

Identifying your prospect's pain points, making them understand the need to solve their
problem and then providing them with the solution(s) in the form of valuable content is what
content marketing is all about.

You need to identify what prospects are discussing and looking for on authority sites like Quora and
Reddit. From here you can build useful and relevant content targeted towards that audience.

Relevant Read --> What, How and Why is an inbound marketing strategy necessary for real estate

To leverage the true power of content marketing you’ll also need to implement a powerful SEO
strategy and a social media schedule to promote the content.
SEO optimised content will rank well on Google and then you will have to promote it on social media
platforms to gain maximum visibility and engagement.

15. Create a Landing Page

A landing page is vital to all inbound & paid marketing efforts. Hence, it's no different when it comes
to marketing your real estate business.

A landing page delivers precise information about your project in a systematic, efficient and easy way
to the potential home buyers. A lead generation form placed strategically on the landing page will
help you coax the visitors to take action, which will further help you in your e-mail nurturing efforts
later.

This overall technique of leveraging landing pages to generate leads is one of the best marketing
strategies and highly effective to convert leads into customers.

16. Free downloadable offers for visitors

When you’re expecting a website, landing page or blog visitor to share their email address with you,
they should get something in return. Only if a visitor sees genuine value in what you have to offer
will the person willingly share their e-mail address.

For this the downloadable offer will have to be extremely useful and authoritative – something the
visitor will want to download.

It could be an e-book on ‘How to decorate your first home without spending too much’ or a PDF
report on ‘Top 10 real estate investing trends’.

17. Unearth the power of video

In the last few years, statistics say that, video content provides the most engagement. In fact, 72% of
all users prefer to learn about a product or service via video.

Videos are easy to digest, combine the best of text, pictures, and diagrams, and make it easy to
consume information. In fact 83% of people who see useful videos share it with their friends and
within their network. Videos are also beneficial to your website's SEO. Check out the benefits of
video for SEO here.

Now, who wouldn’t want their video to be organically shared by people in their peer group? It’s the
best way to get free potential leads.

18. Emotional storytelling wins big

As rational an explanation as you may provide, home buying is an emotional decision for most
people. One of the tenets of real estate marketing strategies is to unleash the power of emotional
storytelling.
Use compelling copy and evocative visuals to build an honest story around your real estate project.

Instead of statistical information like ‘We have sold 400 flats’, try flipping the same with a video
showcasing 400 happy families living their daily lives at your project.

19. Be consistent with brand identifiers

Brand awareness is all about consistency. When you create and spread consistency about your brand,
it sticks in the people's minds. This creates brand identity!

Creating a brand identity, logo, font style, voice, tone, etc. that resonates with your company’s values
and beliefs is important. Your branding elements should be clear and consistent in all your
communication collaterals, be it in traditional or digital media.

Consistency creates a long-lasting effect in the minds of your target audience and they recognise your
brand easily on any platforms that you market on.

Relevant Read --> Why is it Important to Have a Memorable Brand Identity?

20. Have an active social media presence

The power of social media marketing for real estate is largely untapped. Social media can help you
get closer to your customers, have meaningful one-to-one conversations and build rapport.

It is important that your marketing strategy involves the use of social media channels. If your
customers use social media like Facebook or Instagram or Twitter, you must be present on that
platform to engage with them.

Using social listening techniques like insights, hashtags, etc. will help you measure engagement and
conversion levels on these social media platforms.

21. Create a system for referral sales

As mentioned in tip 11, potential customers trust existing happy customers. Create a referral reward
system for your existing customers to refer future home buyers to you.

If your existing customers are happy with you, they will anyway spread good word-of-mouth amidst
their friends, family and colleagues.

If you incentivise this action of theirs with something truly valuable – it could be a gift in kind or
cash or a holiday package – they’ll be more likely to refer you a potential customer who already has a
high buy-in, thanks to the existing customer.

22. Give something back to society

It is no secret that people like to associate with businesses that care about the society and who are
ready to help for a larger cause.

It could be anything like empowering underprivileged children with education, helping cancer
patients or even an abandoned animals’ shelter.

Real estate businesses must encompass a larger cause than just profit; because people like to
alleviate their inner guilt by doing their bit for the society. One way for customers to give back to
society is by associating with a business that cares.

23. Utilise a CRM software and Marketing Automation tool

Using a spreadsheet like MS Excel to keep track of leads, interactions with potential customers, their
individual stage of their buying journey, etc. can be tedious and confusing.

Instead, using a CRM and marketing automation software like Hubspot can help you organise leads
in an efficient manner and keep you ahead of the game!

You’ll never forget to follow-up with a potential customer after two weeks or send that important
contract bang on time. Additionally, such softwares have in-built tagging, filters and host of other
features for customer segmentation, tracking, etc.

Large data when stored in a systematic way keeps things organised for years to come.

24. The Golden Circle theory

Simon Sinek, an ex-advertising executive turned organisational consultant once said in a TED
Talk, “People don’t buy what you do; they buy why you do it.” This stands true for real estate
marketing as well.

Simon Sinek's Golden Circle has 3 rings:

The Inner Ring – Why – Explains the purpose of your company
The Middle Ring – How – Explains how to propose to fulfil that purpose via differentiation
The Outer Ring – What – Explains what product/service are you selling to make the ‘how’ happen

How about we take a look at Simon himself explaining the idea. Watch the video below -

In real estate, every company is selling a flat or commercial space or luxury villa.

A few are differentiating that product via a true unique selling proposition (USP).

But only a handful of companies actually know the purpose of their company’s existence – one that
transcends beyond their products & services, a greater cause or belief that the company stands for.
25. Stay in touch, always!

Staying in touch with your old customers is a emotional & highly effective real estate marketing
strategy.

Sending them a sapling on their birthday with a greeting message, or chocolates on their anniversary
can be one of the few ways to give that personal touch. These are small ways to acknowledge and
show that you want to maintain a long-term relationship.

Also, it keeps you top-of-mind in their mental map, and when they want to buy another flat or move
into a larger one or refer a friend, chances are your sales desk will get a call or e-mail from them.

Getting the most out of your real estate marketing requires discipline, planning and consistency.
Sustained efforts can help you build a robust marketing methodology which will increase your
chances of getting better quality leads, save money, and grow better even in the face of stiff
competition.

Planning, implementing and executing the above marketing strategies in a systematic way will
definitely boost your website and in turn your brand thus helping your business soar to greater
heights.

Selling in real estate is challenging, time-consuming, and exhausting. The

fluctuating economy and buyers’ demands complicate it further. And we haven’t
even got to the financial barriers holding millennials and generation Z back from
buying properties.

This might be a solid damper on your mood, but fortunately, this guide covers how
you can make the most of this bleak situation by improving your real estate
marketing strategy.

Let’s take a positive turn towards a few trends that real estate agents and
developers can expect in 2024:

● Residential sales have experienced a 51% surge since 2021.

● The rental market is slowing down, and real estate sales will
remain a seller’s market with higher demands and
even higher property rates.
● 9 out of 10 US companies are moving away from the remote
model and towards a hybrid, work-from-office focussed model.
The primary market in metropolitan cities will soon experience a
boost.
 ● Over 44% of new homeowners search for properties online!
There’s an upward trend in the demand for intelligent HomeTech
and the option to buy properties online. It’s safe to say that
rapid adoption of technology can be expected in the real estate
sector.
● Property rent is expected to reach 8.4% by May 2023, so
you can expect younger and first-time homebuyers to move
toward the housing market.

To make the most of these upcoming opportunities, you must have a marketing
game plan ready. Leads with a buying intent, captured through the proper
marketing channels, ultimately lead to faster conversions. With just a few
marketing strategies, you can increase your visibility, build trust with your
audience, and ultimately, drive more leads and sales.

Let’s get started!

25 Real Estate Marketing

Strategies
1. Build a niche
A niche in real estate is defined both by where you’re selling and whom you sell
to. A single real estate agent can’t cater to every demographic across the country,
and focusing on a segment of your audience can prove to be an excellent
marketing tool.

The chosen niche should lie at an intersection of your interests and the upcoming
market trends. For example, your niche can be affordable apartments in New
York for millennials. Real estate businesses can also focus on corporate spaces
as their niche if most of their clients are businesses (which can be further
segmented into the size of the company and the location they prefer).

2. Hire a professional photographer

Whether it’s for a listing website or your own, having a professional come in to
shoot pictures or videos of the property is a significant upgrade. Since 97% of
people use the internet to look for a home, you’re putting your best foot forward
with these visuals.
Buyers are more prone to come and visit the property if they have an idea of what
it looks like. The images and videos give buyers an idea of the size, location, and
amenities. Drone shots and 3D renders of the living space are a bonus you can
take advantage of.
You can take inspiration from our client, Acron Homes, who use videos to market
their villas in Goa.

5. Advertise near railway stations and

airports
If your budget does not allow for hosting such events or tours, you can reach out
to city newcomers independently, without partnering with hotels. This can be done
by advertising your services near airports or railway stations. Apart for the ideas
mentioned previously, you can also strike a commission-based arrangement with
the cab drivers near such spots, in which they personally recommend your service
to each passenger.
 ANALYSIS
Business is all about making relationships with one another. Creating a cultural foundation and base
of customer that are loyal to the brand image so when you sell a piece of land, a house, a flat or an
independent villa then You’re the matchmaker that brought the buyer to their dream home. So, you
need to ensure that their friends and family know you and reach out to you to buy their own home. A
couple of keychains, any merchandise, and even business cards can help you stay on the top of their
mind. It’s a genius way to generate qualified offline leads for your business.
 FINDINGS

As we looked through everything and after analysing all the things we understood that it’s a tough
business to be in and if we have to increase the chances of survival in this market place then we have
to fight back with every possible way possible. So keeping that in mind I made a list of points that are
necessary to be followed
By Stepping out of your office and attend physical events
Attending industry events and networking with other professionals is a great way to meet potential
clients and build relationships with other real estate professionals (for wonderful co-listing
opportunities). This can include local chamber of commerce events, real estate association meetings,
and trade shows. You can even organize project launch meets for potential investors and buyers. It
creates a relaxed environment for buyers to learn more about the project while getting the chance to
experience the property.

These events provide an opportunity to share your expertise and showcase your brand. Don’t forget to
keep your business cards and social media profiles handy so that the people you meet have a way to
get back to you.

Don’t give up on cold calling

There’s no such thing as a cold lead or a dead lead. Cold calling may be the best way to sell listings
that aren’t going anywhere or engage leads that ghosted you long ago. But keep the basics in mind!
Don’t forget to research the prospect and know everything about the property before you get on a call
with them. Cold calling can work to sell more properties to investors or previous buyers and re-
evaluate the requirements of leads who couldn’t find the right home. We’ve got a few scripts for you
real estate agents, too

Advertise near beautiful homes

Have you ever seen a house so gorgeous you wished you lived there? This is a very common feeling
and particularly heightened when you’re looking for a place of your own.
You can distribute flyers or put up posters near the best (or even famous) houses in your city. A
simple line like ‘Want a house like that?’, provided with your phone number, can be a strong call to
action for a prospect passing by a beautiful house and marvelling at it. Remember – guerrilla real
estate marketing is popular because it pays off.
But there’s another challenge that we haven’t talked about yet. It’ll hold back your marketing team
even if they implement the best strategies.

It’s the lack of a central platform that connects your lead sources, marketing team, and on-field
agents.
 CONCLUSION
The doctrine of piercing the corporate veil is not subject to any bright-line tests. Courts have
struggled for years to develop and refine their analysis of these claims. However, each new
action brings a different set of facts and circumstances into the equation and a separate
determination must be made as to whether the plaintiff has adduced sufficient evidence of
control and domination, improper purpose, or use and resulting damage. The decision whether to
pierce the corporate veil may be assisted, at least in part, upon the opinion of qualified experts. In
particular, expert testimony would be helpful to the fact in determining whether the corporation
has been adequately capitalized for its intended purpose. Ultimately, however, the judgment
whether to disregard the corporate entity will be based upon a balancing of various factors all or
some of which are necessary but may not be sufficient to pierce the veil.
 REFERENCE

. Ajmersinh, et al. Shaaririk Shiksha tathaa Olympic Abhiyaan. (2004).

Ludhiyana: Kalyaan Publishers. 2. Bhatt, Pradyuman R. Sharirvigyaan Aarogyashastra ane

Ramatvigyaan. (1999). Dhaval Publication, Ahmedabad. 3. Patel, Harshadbhai H. (1997).

Kasaratiya Sharirvigyaan. Anada Publication, Ahmedabad. 4. Shah, Chinubhai P. (1982).

Vyaayam Vigyaan Kosh- 5 Kasarato. Gujarat Vyaayam Pracharak Mandal, Rajpipala.

P. Heyn et al. The effects of exercise training on elderly persons with cognitive impairment and
dementia: a meta-analysis Arch Phys Med Rehabil (2004)

C.H. Hillman et al. A cross-sectional examination of age and physical activity on performance
and event-related brain potentials in a task switching paradigm Int J Psychophysiology (2006)

R. Dustman et al. Age and fitness effects on EEG, ERPs, visual sensitivity, and cognition
Neurobiol Aging (1990)
2. Invest in billboards
55% of Indians can be reached by outdoor advertising and have a high recall for it. Signs and
billboards get your brand and listings in front of a large audience, even if they’re relatively
untargeted.

This can include placing signs at properties you have listed for sale or rent and purchasing billboard
advertising in high-traffic areas. It’s a chance for you to get creative and experiment with the wildest
ideas for a higher recall.