India's online real estate site Magicbricks.com has launched a new TVC which it hopes will bring a level of confidence back to consumers who are looking to purchase a home, reports afaqs.com.
The ad entitled #PropertyKaSuperMarket, will run across TV, print, digital, outdoor, and radio platforms between September 17th and October 13th, 2017 and is said to restore consumers' faith in making one of the biggest purchases of their lives: a property.
"Consumer sentiments got upset because of industry challenges, and real estate was facing a lot of issues; what it resulted in was a lot of queries being raised, but it wasn't heading to the closure stage which is transaction," says the head of marketing at Magicbricks.com, Prasun Kumar. "This campaign intends to infuse a sense of positivity and confidence and bring credibility to the sector once again."
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The core target group for the the brand is largely male, however online, the Magicbricks brand sees a lot of tech savvy people between 25-50 years old and between SEC A and B.
Talking about the psychological barrier faced by the consumers in this category, Kumar says: "Psychological barriers would be involvement on high ticket items (homes) and it is a once in a lifetime investment for the consumer, so the barrier in the mind of the consumer could be whether they are making the right decision or not. For them it would be important to do a lot of research so that when they make a decision, they know it is the right one."
When it comes to the portal's marketing and advertising strategy, Magicbricks.com depends completely on data, Kumar says.
"Being a portal, data obviously, is our skeleton and we look at consumer points on a daily basis; what is happening on the platform; what the consumer is looking for; what they don't like etc. That wealth of information helps us in developing a proposition which the consumer can resonate with. Most of our campaigns and marketing initiatives arrive out of the things that we spot in the data trend on our site."