Submitted By - Adarsh ingle, MBA Marketing - 1, UID - 2019-1709-0001-0001

Ques 1- What should be done to encourage more listings on the website by

the seller segments?
Answer - As per the case study, seller segment consists of brokers, builders, developers, and
landowners who listed property online. So the basic problem with the case was that the
sellers were not at all happy with their long and tedious listing procedure and the second
problem was with the subscription amount which was around US$ 4800. Even after paying
such a huge amount for the subscription the brokers weren’t able to generate the lead and
the conversion was also very less. One broker also said that after 8 months of registration
with housing.com he wasn’t able to generate the lead.
So according to me housing.com should ease their procedure of listing property online and
regarding subscription fees they should obviously charge less, which they are doing if we
talk about current rate of subscription it is very less in comparison to previous rate. Along
with reducing subscription fees they should also try to prioritize their brokers, like the ones
who are purchasing subscription their property should be listed on the top pages with much
recommendation.
We as a customer look for reviews or recommendations before buying anything, word of
mouth is the most important thing so if there will be good reviews for any property and with
a high recommendation by the site itself we would definitely choose that one.
Housing.com should also try to meet with their brokers as it is written in the case study itself
that the brokers are not well educated and not at all professional. By talking and knowing
their point of view it will be easier for the company to work in the interest of sellers.

Ques 2- How should website manage the traffic and encourage more visitors?
Answer- Content Creation: Inbound marketing focuses on attracting the right people to your
company. One of the best ways to do this is by creating content through blogging. To come
up with content that will attract the right visitors to your website, you should know your
buyer persona. Once you know your audience, you can create content that will attract them
to your website.
Paid Advertising: You can drive traffic to your website quickly with paid advertising. With
search engines, you can run pay-per-click or retargeting ads. With social media you can run
display ads or sponsored posts. Your strategy will most likely include a combination of
different types of advertising. In fact, according to the 2020 CMO Survey, firms expect social
spending to rise by 62% over five years.
Get Social: It’s not enough to produce great content and hope that people find it – you have
to be proactive. One of the best ways to increase traffic to your website is to use social
media channels to promote your content. Twitter is ideal for short, snappy (and tempting)
links, whereas Google+ promotion can help your site show up in personalized search results
and seems especially effective in B2B niches. If you’re a B2C product company, you might
find great traction with image-heavy social sites like Pinterest and Instagram.
On-Page SEO: On-page SEO can help your website rank higher in search engines and bring in
more traffic. Some on-page SEO elements include page title, header, meta description,
image alt-text, and the URL (plus more). Showing up in search engines will generate more
traffic for your site.
Quality Backlinks: In order to drive traffic to your site, you need to rank high in search
engines. In order to rank higher in search engines, you need to be an authority in your
industry. One way to do that, besides the topic/cluster model described above, is by
acquiring quality backlinks. If websites with high authority link to your site, that gives you
more credibility.

Ques 3- Which segment should housing.com concentrate on the gain market

share? How should it deal with the conflicting interests on the buyer and
seller segments?
Answer- Both the seller and the buyer segment should be focused equally because both of
them are interdependent. Housing.com business model will not be surviving by putting
emphasis on any single segment.
Housing.com can reduce the conflicts of both the segments by adopting thesis course of
action

 Buyer- For buyer segment they can provide a 3D interface of the listed properties
so that customer would get an exact view of the property condition and also the
property should be inspected by members of housing.com
 Seller- For Seller segment Housing.com should work up on the verification
process. Because it took 24 hrs to inspect and get the property listed in website.
It is a huge opportunity loss for the seller and also Housing.com should reduce
the subscription fees for the brokers so that maximum brokers can afford to get
themselves listed on it and it will maximize the market reach .

Ques 4- What should be done to increase traffic on the website? Highlight the
gaps in current services offered to buyer segment by housing.com and how
their gaps can be filled?
Answer-Housing.com can opt for SEO to get themselves listed on the top of searches along
with they should focus more on the digital ads. They can run ads on Facebook, Instagram
and other social media platforms because 600 million people of India are the internet users
and majority of it uses the social media platforms.
The gaps which I had discovered in the case are
1. Standard gap- because maximum buyer didn’t get the property in the same condition
as it was shown in the pictures by Housing.com
2. Delivery gap- Delivery gap is because It took 24 hrs to list a property after the
inspection made by the housing.com and also It is a very tedious task to list a property
on housing.com