Apartment @ MindSay 
moving
Realtors are beginning to warm up to SMSs and web applications to advertise their products, which are quite cost effective, says Namrata Kohli
JJ... launches K... with Golf Course 2/3/3+1 BHK@ 21.5 LACS onwards, Sector 134, Noida Call 9911943127... Do you receive at least two-three such SMSs per day? Do you delete them/retain them/think about exploring further, or simply let them be. In any case, love it or hate it, but you surely cannot ignore them - this in-your-face advertising is surely having its desired impact and will rule the roost in times to come. Or so say, branding pundits on this latest advertising tool being deployed by many real estate developers.
Drawing a comparison between different media for advertising the real estate offerings, Jayanta Barua, a PR person, says, “SMS and the WEB will clearly hold the future as messaging with database is both forceful as well as extremely cost friendly.
” Even though, currently, it is the print media, which most developers swear by, to create both brand awareness and conversions (of readers to buyers of their product), SMS marketing offers a far better spread than conventional media.
Plus, the results in conventional media come at a huge price, something that is marginalized substantially in SMS marketing. Barua draws a comparison between the cost dynamics in these media saying that in print media, an ad in a leading English news daily on the front page costs at least Rs 13 lakh (having a circulation of 13 lakh) whereas an SMS only costs 8 paisa for a 160-character ad and if it were to be sent to 13 lakh people with 320 characters, it works out to only Rs 2.08 lakhs.
“In print, when we spent Rs 13 lakh, it only generated around 300 queries leading to a per query cost of Rs 5,000. Whereas, recently, we did a radio campaign for Rs 16 lakhs, which generated 700 queries, taking per query cost to approx Rs 2,300. However, in an SMS campaign which costed us approximately Rs 1 lakh, 100 queries were generated and the cost per query was a reasonable at Rs 1,000.” He adds that by advertising in newspaper they get clear results in two days while radio gets them queries on the same day.
According to Sunil Jindal, CEO of SVP Builders India ltd, “Print will be there for the next 10 years, but the future will ride on mobile value added applications as well as on web applications. According to me, SMS/WEB will be the future mediums of advertisements.” He says that he attributes the reason to technology, which will drive SMS way ahead of other media for advertising purposes. ‘’For example, if a customer gets an SMS of a project launch from SVP, as soon as he reverts to the SMS, instead of my executive calling you in 24 hours, the panel will directly connect customer to my executive who will take care of the hot call.”
All real estate developers have channel partners who undertake the job of sending SMSs and these associates (brokers) are seen using this medium more than conventional classifieds in newspapers. However, crispness of the communication is vital to the success of an SMS campaign. The better and more factual the advertisement is, the better will be the response.
What then is the frequency of sending SMSs? According to Jaypee Greens’ Manu Goswamy, head of business development, “We have various channel partners who do send SMS as part of the promotional activities.
The frequency of SMS broadcasting normally increases at the time of new product launch. But we do not have the exact numbers, as normally we do not interfere in channel partner businesses.”
As a thumb rule, it is sent on important days like Navaratra, Diwali, long weekends such as Independence Day weekend etc. Various advertising and promotional activities are undertaken at the time of launch such as offline advertisements, online advertisements and outdoor advertisements. SMS campaigns are something that complements these other mainline promotional activities or a support function.
What do the realtors primarily achieve — brand awareness or are there real conversions too? Says Goswamy, “It depends on the type of communication sent in the SMS as to what objective we are trying to achieve. Normally, at the time of any new launch the objective is to create brand awareness by sending some teaser SMSs to generate curiosity, which is followed by a detailed SMS on the product along with a call to action, ultimately resulting in generation of leads and sales conversions.”
Branding experts feel that a clear advantage of advertising through mobile value added applications is that the service reaches the target market within seconds and it helps in building new relationships and keeps active the regular contact with existing customers. On the flipside, the characters of the text message are very limited, hence it is essential to create a text message that is clear and concise, which is difficult at times, to promote a real estate project, says a developer.
There is the other view that this form of advertising is plain irritating for end users. Amongst the developers who prefer traditional ways of marketing and who do not indulge in SMS marketing are Vipul. Says Guninder Singh, chief executive, Vipul Ltd, “There is no definite or reliable report available on the effectiveness of SMSs marketing and with ‘Do-not-disturb’ services available, we believe the effectiveness of SMS service will remain very limited. Still, a real estate buyer would like to get in touch with the property developers directly or through an agent.”
He adds that based on the marketing research they did internally, they found that print media would be the most effective medium at present.
“Though it is expensive, yet it provides a maximum recall value to the product, its sustainability is longer and we get connected to a couple of lakh people through a single ad. It is most likely that a customer will visit a sample flat after seeing it in a newspaper. Also emails, which are quite cost effective, are on our radar.”
Courtesy: - TOI dt:- 17-10-09
enjoy!
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i was supposed to post this yesterday, but i passed out. then aj called and texted but i was soooooo far gone [into dreamland] that i didnt even notice until like 10:30 this morning... and when i woke up the laptop was still sitting there right in front of my face where id left it and gary was pretty much almost dead because he had been off the charger all day and night :( [poor thing...]
we [aj and i] woke up at around 5:30 and left for orlando. it took us a couple of hours to get there. by the time we were actually within the city limits it was about 8:05am. we were feeling pretty smug because we were 45 minutes early for the orientation, but then we realized we were going to the wrong campus, so we had to go to the wrong campus, and ask for directions to the east campus D:
i ended up being LATE for orientation. i waltzed in there at 9:00 and everyone [about 54 other prospective students] was in this big hallway and as soon as i arrived they all turned to stare at me and then this professor guy called me UP TO THE FRONT to sign in. it was pretty humiliating...
aj decided hed wait in the truck... i dont think he realized i would be in orientation for 3 hours...
after we left at 12:00ish we went straight to the gated community i wanted to move to and took a look around one of the model homes and it was AMAZING! there were 2 pools and a fitness center and a computer area and all these other really nice extras. and the house itself was gorgeous! theres 4 bedrooms in each house [equals 3 room mates...] and im getting the downstairs bedroom because it has its own bathroom ;D
thennnnnnnn we proceeded to get taco bell. meximerican food. we'll get back to this in a minute...
we had to go to the mall so i could talk to my future manager at the hollister there [waaaaay prettier mall and the store was amazing! i cant wait!!!]. id been really nervous about meeting her but she was REALLY nice and told me to take as long as i needed to move in and get situated then i could call her and she would start scheduling me! :D then we went shopping there just to prove how much we loved her [and hollister]
movie time was next. we watched district 9 [highly recommend that movie it was EPIC]
but during the movie the taco bell [told you id come back to it] started giving us hell. we both started feeling sick... i took of my shirt and slumped in the seat and he just groaned the whole time. it was horrible. but it passed right around the time we started making our way home
when we got to ocala we went to my mall and got reimbursed for our purchase at the other hollister and went to american eagle to get some jeans for the boyfriend. whilst in ae this girl with amazing hair was cashing us out, and we both remarked on the aesthetic value of her hair. she gushed [heh heh beccabooskii] so aj got a free shirt because he bought a pair of jeans. i smiled at the lady with pretty hair and she gave me a shirt too! its pretty cute too!
at the end of the day he drove me back to my apartment and we tried to part ways... it was hard... i gave him a shirt of mine and serenaded him with the guitar and my voice. in the end he still left. and i was sad...
fin
heres a video we made before he left. enjoy <3
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9:45 am
Waiting for the bus, trying to hurry through the last half of my current book (one I've read numerous times, but there's comments from Laura and Natalie throughout, so I want to finish it, damnit!) I really want to start American Gods so that I can leave my own commentary and start something fresh. Really self-conscious of being here at the bus stop, around other travelers, and fighting my natural anxiety of leaving home for the big, scary city. I'm such a homebody, but I love my home. There's no escaping it; Nevada County for all its problems and its nauseating boredom, is home. I miss it already. I miss comfort and familiarity and recognizing-even if I don't particularly like-everyone. But getting away for a few days will be good...I keep telling myself.
Oh-and I hate carrying two [heavy] bags. Not looking forward to cartinga round 50+ lbs all over the city this afternoon.
<Roseville to Sacramento: Linkin Park>
10:54 am
Texts
To: Juan Pablo! (Natalie)
Dude. The guy i was
sitting next to smelled like
weed and crap. Shitty
weed.
a.r. (me)
From: Juan Pablo!
Ew! Nasty!
To: Juan Pablo!
Yeah. I thought i was leaving the open,
unabashed drug
possession at home. And
please. Hygeine is
important.
a.r.
To: Juan Pablo!
Awesome. I have to
transfer buses. I'm going
to be like 15 minutes late.
Eff.
a.r.
From: Juan Pablo!
Why do u need 2
transfer?
To: Juan Pablo!
I don't know. Soemthing
about a bus being too full.
I wasn't supposed to have
to transfer.
a.r.
5:26 pm
At Laura and Natalie's apartment
Finally here. Didn't finish that stupid book. I've learned that I don't like Greyhound buses, and I've been reminded why I won't live in a big city. But I'm looking forward to the rest of the week. I've decided that no matter what Laura and Natalie have going on, I'm not going to get stressed about details. I'm going to just...go with the flow. No schedules, no rules. Just...when they go to class, either I'll go or I'll hang out and explore on my own. They've got their lives to carry on, despite my visit, and I didn't come here to trail after them at school. This is my break, and, while I intend to spend a great deal of time with them, while they're busy, I'll find my own way. :) In the mean time, Natalie's at work, Laura is supposedly on her way home, and I'm chillin' at their apartment. I'll probably snag a shower and head down to Natalie's work in a bit if Laura doesn't show soon.
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