A 360° approach to realty

The Concept
- All about realty is a 360 degree solutions concept for real estate.

- It is all about and everything about real estate you need.

- A combination of services from concept to delivery and post delivery.

The Vicious Circle
Low sales

Inferior /
High
Bad
inventory
delivery

Mounting
Loan Price War
pressures

Low
profitability/
High losses
The S&M Challenge
- Even the most lay of the persons know the current state of the real estate industry in
India and its biggest challenge.

- Selling is by far the most important challenge for real estate right now.

- Most developers are ill equipped with the skill or competence to approach the market.
The resulting mess is an inventory pile-up which is giving the buyer a higher authority day
by day.

- Rampant discounts, price wars to generate cash flow, delayed deliveries resulting in
mounting costs. The end resulting is lower profitability & in many cases huge losses.

- Cost cutting is resulting in bad deliveries. Delayed deliveries. Further driving the market
sentiment negative
The –ve factors
• Access to market info • Changing market dynamics
• No focused planning • Changing legal frameworks

External
Internal

• Lack of professional sales • NPA crises

• No Customer connect
• Irrational use of media a
• No analytical focus in decision
making
• Missing technology knowhow
• Resistance to change
• Stringent taxation norms
• Easy access to information for
the buyer
• Highly volatile market situation
The Solution map
• Market research
• Competitor research
Research and
Audit
• Internal Audits (S&M)

• Focused inventory sales strategy

• Communications strategy (Design + Media Plan)
Strategy • Prizing and sizing strategy

• Media & Activation

• Human resource training and deployment
Execution • Tracking systems and MIS (Reporting systems)

• Post sales connect (Customer delight + Receivables management)

• Grievance resolution
Customer
connect
• Referrals
 AAR Core service offerings
CONSULTING
- Pre-launch consulting
- Market surveys
- Competitor surveys
- Project lifetime planning
- Size and price strategy
- Sales team readiness audit & trainings
- Process and systems audit & refinement
- Turnkey project consulting
- Brand consulting
MARKETING
- Design and communication
- Media planning and buying
- BTL and on ground activation
- On site experience and décor
- Target based marketing
- Digital marketing
- Database marketing
- Marketing to sales value chain
 AAR Core service offerings
SALES
- Team and organizational setup
- Sales deployment
- Training
- Total sales outsourcing
- Human resource deployment
- Pre-sales (Call center) outsourcing
- Lead management and nurturing
- Sales planning with cash flow
projections
CRM
- Setting up receivables
- Setting up Customer connect
- Outsourced CRM
- Customer satisfaction surveys
- Grievance management setup
- Delivery management
AAR Ancillary service offerings
Cloud Call center
CRM Software
Telephony support

SMS/Whatsapp Event Architectural

marketing management consulting

Finance
Turnkey
consulting and Public relations
executions
support
 AAR Engagement Models
RETAINER MODEL
In case of a retainer model the entire
engagement is based on the scope of work
defined mutually. As per the model a fixed
fee is charged to the client based on the
type of engagement requested.
Example: Design, Social media marketing,
Sales training and management etc.
Accountability of AAR: LOW
Cost to client: Lower than other models
Marketing cost: Bourne by Client
RESULT BASED ENGAGEMENT
In case of a result based engagement, the
entire focus is on achievement of a certain
performance parameter based on
commitments done by AAR. The model
provides for a completely ROI based outlook
and increases accountability and co-
ownership.
Example: Cost per conversion model
Accountability of AAR: Very High
Cost to Client: Highest
Marketing cost: Bourne by AAR
AAR Engagement Models
COMPOSITE MODEL

A composite model is a mix of retainer and result models. In case of a composite

model there is a result based component of the cost structure which can only be
earned after result achievement. Media and operation costs are bourn by the client,
AAR invests its resources and expertise into the engagement.
Example: Cost per conversion but media cost Bourne by client. AAR does not charge
any design and management cost upfront and earns based on results achieved.
Accountability of AAR: High
Cost to Client: Medium
Marketing cost: Bourne by client

* Apart from the above models other custom packages can be worked out based on
specific requirements.
AAR Future – City portal plan
- Extending the idea of sales consulting in real estate, a multi city approach would be
worked out.
- After achievement of a certain critical mass in terms of engagements in a particular city,
instead of approaching the overall inventory collection in terms of segmented projects,
the same would come up as city wise inventory mass.
- Promotions then would move from projects to brand AAR.
- City based portals like nashikrealty.com, bhopalrealty.com etc would be done to promote
city based inventories.
- The engagement models then would move to core cost per sales models.
- A small refundable registration cost like Rs. 1000 per project per month would be charged
to get the project listed.

* Focus of the entire exercise would be to control 20 to 40% inventory in a particular

geography which then would mean we could influence those markets heavily for max output.
AAR future – Deals and discount club
- Customer connect is critical factor in real estate sales ignored by many.
- No channel partner looks back at his sold customers too.
- The deal and discounts club would be AAR’s salvation in this respect.
- As a part of any sales that happens, AAR would give all real estate buyers who buy from
them an exclusive access to its DEALS & DISCOUNTS CLUB.
- This would be an exclusive club with local and national deals and discounts. For example
their would be discounts @Big Bazaar and @Nilesh super market also.
- This would also help us generate additional revenue by pushing promotions to the
registered group.
- All this would be enabled using a mobile app.
- This app would also be used to run exclusive referral programs with lead tracking for the
referrer.
* The bigger the base the more the referrals and the lower the marketing costs would go for
sales over time.
AAR future – Buyer brand
- AAR in the front end would be branded as a buyer support group.
- Starting with blogs, videos and social media content to buyer education AAR would build
its good will in the market for helping people getting the right information.
- Educating and supporting buyers in all aspects from finance, engg, loans, taxation, RERA
and every other thing.
- After a certain traction AAR would hold city wise buyer conferences address buyer issues.
- Over a period of 2 years after establishing the brand as a go to place for all real estate
issues, AAR would slowly get into real estate project ratings.
- A team built exclusively to rate projects across the city based on high-end performance
measures. The ratings would also be association with a knowledge partner like a
renowned offshore university etc.
- + 3.5 year AAR would start co-branding solutions. Any developer could have the name
AAR associated with them after paying a stipulated fees. AAR would periodically conduct
audits to ensure no inferior products have a brand association.
* In the long run it would be the brand that would sell.
AAR – Target Segments
For Retainer Large & Medium
engagement size projects

Small to medium
For result based
projects

Full Sole selling Small to stand

model alone
AAR – Current requirements

Working capital for

Basic setup for 5 to 7
Office Space result based models
team
(as per project)
Thank You!