A Report on: Channel Partners Activation and typology

preference of customers.

Name of Organization:
Kalpataru Ltd.
 A Report on:
Channel Partners Activation and typology preference of
customers.

Name of Organization:
Kalpataru Ltd.
 Abstract

This report is a record of all the work done by me in internship at

Kalpataru Real Estate where I have got an exposure of how a Real
Estate sector works and the key factors affecting the mind-set of
customers and Channel Partners in making decision.
This internship requires me to understand and absorb the work
process undertaken in Real Estate, Developing relationship with
channel partners as to informing them about the projects and
approaching them to bring down the clients so as to increase customer
base and sales.
It is very important to know our competitors in and around our project
therefore it becomes very important to analyse them in order to know
the Point of differentiation. So that we can attract our clients and
Channel Partners.
Relation development is one of the crucial factor for the success of
business so it becomes very important to build a good relationship
with our clients and channel partners. So this is the primary activity in
which I will be involved throughout my internship.
Apart from this an explorative research has done by me in order to
know the typology preferences of customers in different areas.
Loyalty base in Kalpataru contributes 35% in revenue so it becomes
very important for us to connect with them and inform them about the
new projects and insist them to invest for this I have been given
special training for how to approach loyalty clients. After which I was
handling loyalty clients.
The Scope of my work comprises of task like:

Tele-calling to clients.

Tele-callings to Channel Partners.

Daily meeting with channel partners and

detailing them about the projects.

Daily Activity Report so as to record the

remarks of channel partner to analyse the
situation of market.

Callings to Loyalty clients.

Shadowing Closing Manager

Society Activation – Loyalty Team

CRM Documentation

Analysing Source of Walk-ins

 Introduction
About the company

Founded in 1969, Kalpataru Limited is one of India’s leading real

estate companies. A recipient of several global awards in design and
quality, Kalpataru has created defining landmarks that have set new
standards in real estate development for close to half a century. From
building Mumbai’s tallest residential tower in the 70’s, a record that
stood for the next quarter of a century, to introducing the concept of
1.5 bedroom homes, to building Asia’s first, and the world’s sixth
Platinum LEED certified commercial building, to being among the
earliest adopters of eco-friendly construction methodologies, today,
Kalpataru’s projects are ever-growing vibrant life spaces for
thousands of satisfied families.

Built on the strong values of ethics, quality, prudence, humility,

respect, and transparency, the company’s projects that extend across
multiple locations in 9 cities have redefined the skylines of the cities
which they proudly adorn. Kalpataru Limited is part of the Kalpataru
Group, one of India's leading conglomerates with interests spanning
Real Estate, Power Transmission and Distribution, Civil Infrastructure
and Logistics.

Vision
"To be a brand that is admired as an industry leader for it’s
thoughtfully designed, high quality, innovative life-spaces, is
recognized for its customer and people practices, and is
acknowledged for fostering long term relationship with stakeholders."
 Group Companies
The Kalpataru Group is one of India's leading infrastructure
conglomerates with interests spanning Real Estate, Power
Transmission and Distribution, Civil Infrastructure and Logistics.

 Kalpataru Power Transmission Ltd.

 JMC Projects (India) Ltd.

 Property Solutions India Pvt. Ltd.

 Shree Shubham Logistics Limited

 Real Estate Industry in India
Introduction:
The real estate sector is one of the most globally recognized sectors. In
India, real estate is the second largest employer after agriculture and is
slated to grow at 30 per cent over the next decade. The growth of this
sector is well complemented by the growth of the corporate
environment and the demand for office space as well as urban and semi-
urban accommodations. The construction industry ranks third among
the 14 major sectors in terms of direct, indirect and induced effects in
all sectors of the economy.
It is also expected that this sector will incur more non-resident Indian
(NRI) investments in both the short term and the long term. Bengaluru
is expected to be the most favoured property investment destination for
NRIs, followed by Ahmedabad, Pune, Chennai, Goa, Delhi and
Dehradun.
India's rank in the Global House Price Index has jumped 13* spots to
reach the ninth position among 55 international markets, on the back of
increasing prices in mainstream residential sector.

NRI Investment in India:

India is one of the most attractive real estate investment destinations
for the Non-Resident Indian (NRI) population. According to a report
by Square Yards, a real estate investment advisory firm, the total NRI
investment in primary Indian real estate in top 8 major cities is expected
to reach around USD 11.5 billion in 2017. Thanks to the progressive
regulatory reforms and ease of NRI investment process in India, the
NRI investment sentiments have improved considerably. An NRI can
purchase both residential and commercial properties in India. What’s
more, there is no cap on the number of properties that an NRI can buy
in India.
Real estate as investment:
Real estate is also treated as an investment Average annual returns in
long- Term real estate investing vary by the area of concentration in the
sector. Average 20-year returns in the commercial real estate slightly
outperform the S&P 500 Index, running at around 9.5%. Real estate
investment trusts (REITS) perform best, with an average annual return
of 11.8%.
Factors that Affects the demand for property is
 Population
 Return on investment in real estate
 GDP growth
 Interest rates of bank
 Price
 Laws and regulation for NRI
 Taxes

Road Ahead:
 Will proceed to shadow the managers in order to learn more and
develop convincing skills.
 Will learn to close the deal
 Will engage and meet with more channel partners.
 Analyse the source of information of daily walk-ins.
 RERA Impact on Real estate

What is RERA and how will it impact the real estate industry and
home buyers?
The Real Estate (Regulation and Development) Act, 2016 (RERA),
intends to protect the interests of home buyers and enhance
transparency in the real estate sector. We examine how it will affect
various stakeholders – from home buyers and builders, to brokers – and
the provisions and penalties prescribed under the act.

What is the RERA (Real Estate Regulatory Act)?

The Real Estate (Regulation and Development) Act, 2016 (RERA) is
an Act passed by the Indian Parliament. The RERA seeks to protect the
interests of home buyers and also boost investments in the real estate
sector.

Impact of RERA on real estate industry:

 Initial backlog.
 Increased project cost.
 Tight liquidity.
 Rise in cost of capital.
 Consolidation.
 Increase in project launch time

How will RERA impact real estate agents

Under the Real Estate (Regulation and Development) Act (RERA), real
estate agents will need to register themselves, to be able to facilitate a
transaction. The broker segment in India, is estimated to be a USD 4
billion industry, with an estimated 5,00,000 to 9,00,000 brokers.
However, it has traditionally been unorganised and unregulated.
“It will bring a lot of accountability in the industry and the ones who
believe in professional and transparent business, will reap all the
benefits. Now, the agents will have a much larger and responsible role
to perform, as they will have to disclose all the appropriate information
to the customer and even help them chose a RERA-compliant
developer,” says Sam Chopra, founder and chairman of RE/MAX
India.
With RERA in force, brokers cannot promise any amenities or services
that are not mentioned in the documents. Moreover, they will have to
provide all information and documents to the home buyers, at the time
of booking. Consequently, RERA is likely to filter out the
inexperienced, unprofessional, fly-by-night operators, as brokers not
following the guidelines will face hefty penalty or jail or both.
 Objectives
1. To understand the market situations of Real Estate
industry:
Understanding the current market situation of Real Estate is
very important as it will help to make analysis of how work
processes under this industry.

2. To activate new channel partners :

As currently the main source of generation revenues through
sale are channel partners as they contribute upto 60% of the
project sales. So it is very necessary to join as much new
channel partners we can to increase sales.

3. To maintain good relation with Channel Partners and

analyse the market situations:
Another key factor to activate CP is maintaining good relation
with them as this industry mainly runs more on good relation.
A good relation with channel partners made easy to convert a
deal faster.

4. To identify and understand the typology preference of

customer before they make any investment:
As customer is the king of market so it is really important to
understand their needs and preferences. If a project is
constructed opposite to the customer preference may lead to loss
for company.

5. To understand how to generate lead, walk-ins and increase

customer footprints at all the kalpataru projects:
There are various promotional tools of generating leads and
walk-ins to increase customer preference thereby it is very
important to understand the correct method for good results.
 Progress of the Project

Scope of Work:
1. Competition Analysis: Made analysis of all the A grade developers
nearby to our projects as to know the strengths of our project which
we can approach to our CP and Clients.
2. Cold calling: Engagement with channel partner and clients through
cold calling. Making them aware about the brand Kalpataru and their
projects.
3. Field sourcing: For Channel Partner activation we daily need to
move to field to their respective offices and pitch them about
Kalpataru projects. This will help to develop the relation with
channel partners.
4. Daily Activity Report Analysis: Maintaining a systematic report
on Excel of daily meeting feedback given by channel partners and
made analysis of what to source in next meeting.
5. Society Activation: Putting standees in the delivered projects by
Kalpataru so as to reach our existing customers and building loyalty
base.
6. Loyalty Calling: Making our loyalty clients aware about the launch
of new project by pitching about it through call. Loyalty clients gets
a special benefit over pricing.
7. Documentation: Once client is ready to book the apartment. A
systematic Application form is needed to be filled, identity card
needed to be verified and booking amount through cheque need to
be collected from the party these all activity go hand in hand.
Project 1: Channel Partner Activation

The Project began with the understanding of Real Estate as an Industry,

analysing the competition, comparing the projects of Kalpataru with
those of other competitors. Post that understanding the link of channel
partners and their contribution towards the overall revenue generations
which is upto 60%.

 Methodology:

1. Activation through Cold calling:

Callings to channel partner so as to recall the brand Kalpataru.
Inviting channel partners to the site to generate customer base and
engage relationship with channel partners.
2. Activation through Field work:
Field work was done in order to generate data collection and data
source by one to one daily meeting with Channel Partners.
2.1 Daily meeting with Channel Partners:
We have been allotted data according to market wise where I
have been given a target of 42 new CP for activation.
2.2 Sourcing information about projects:
After meeting with channel partners we source information
about project to bring up their interest for working with
Kalpataru.
 2.3 Engaging with them by giving attractive schemes:
Attractive schemes plays a major role in bringing Channel
Partners to our site and making them work with us.

3. Activation through WhatsApp:

After developing relation with Channel Partners we used to
provide them all the soft copy of project detail in which he is
interested and our e-visiting card along with details.

Apart from this to engage with them in Week Off I used to make digital
posters along with my photo on that, and send it through WhatsApp
which further helps me to attract them to work with us.

These people are the main source of getting more customers thereby it
becomes important to keep them engage and build relationship with
them. For this we:
 Organise a luxurious Channel partner meet in hotel.
 Regular Channel partner meets are organized in different slots to
keep them updating about the project. Also they are provided with
food, snacks, chocolates and gifts.
 We continuously keep pitching our channel partners to keep in
touch with them and build a healthy relation.
 4. Follow up:
Constant follow up with channel partners is required to make
healthy relationship with them in order to increase customer base.
Cold calling to clients also involves constant follow ups to be in
Touch with them.

Outcomes:
1. Out of the list of 42 new channel partners 30 CP’s got activated.
2. Out of 30 Channel partners meeting at Andheri, 5 CP’s turn up
to channel partner meet at Santacruz
3. Attracted 20 CP through posters made by me and circulated
throughout the WhatsApp which help to increase the CP walk-
ins and developing a good relation with them.

Project 2: Typology Preference of Customers:

Exploratory research done on typology preference of customers. Since

costumers are the king of market it is necessary for us to construct
according to market demand to increase the sales.

 Methodology:
1. Tele-Callings:
Tele callings has done to the client’s database in order to know
about their preference who are looking for further investments.
2. Contacting existing customers:
 In order to know about the preference of existing customer calls
were made for the same.
3. Channel Partner Meeting:
Channel Partners were the main source of information as these
people were directly in contact with clients who gives their
preferences of typology they are interested in investing.
 Findings
 Factors affecting typology preference of customers:
 Total number of members in a family.
 The typology they are living in currently.
 Financial Limits
 Purpose of buying
 Budget
 Carpet area
 Location preference
 Amenities being offered
 Socio-infrastructure
 Results:
1. Most of the times customers wants to upgrade their typology.
2. People who are living in Rentals wants to move into 1BHK as
their owned apartment.
3. Maximum CPs in Mira road advices to construct 1BHK
apartments more as their demand is more in that locality
4. Channel Partners having more NRI clients base prefers to
invest in 2BHK-3BHK more.
Learnings:
1. Learning the documentation part that involves collecting
important documents of clients, cheques and other information.
2. Learnt and made analysis of various Real Estate projects.
3. Cold calling to 500+.
4. Learnt to manage Time.
5. Learned to convince Channel Partners and Customers for visiting
our Site.
6. Work life Balance.
7. Learned how to approach our Loyalty clients.
8. Corporate work environment in Kalpataru.

Limitations:

 Limited time period of 3 months for understanding

 Confidential details of the company cannot be shared.
 Response on cold calling was not good from everyone.
 It’s not possible every time for every channel partner to turn up.
 It’s not possible every time that clients convert the deal.
 Conclusion
Real Estate sector is one of the most growing sector in India which
contributes around 13% in GDP. So it is was very good opportunity
for me to do my internship in Real Estate sector.
Developing Relationship is an important factor for making business
runs smoothly which also reflects back in more walk-ins at site and
increase in sales.
MIS and Daily Activity Report needs to be managed as to record the
feedback from channel partners and clients so it can be analysed and
get back to them with a better solution.
It is very necessary to source out the correct information to channel
partners and customers so that there will not be any confusions when
they visit to the site.
It is equally important to construct the project according to the
preference of the customers as they are the king of market. There are
various factors that affect customer typology preferences so developer
should make in mind all the necessary factors that could help them in
fast selling and responses.