1

A STUDY ON THE WORKING OF HANU REDDY REALTY PRIVATE LIMITED

A Summer Internship Report submitted to the SRM INSTITUTE OF

SCIENCE AND TECHNOLOGY in partial fulfillment of the requirements
for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

AJAY KUMAR U (RA2152001010224)

Under the guidance of

Dr Saravani Kocherlakota

COLLEGE OF MANAGEMENT
SRM INSTITUTE OF SCIENCE AND
TECHNOLOGY
KATTANKULATHUR- 603 203
JULY 2022

A STUDY ON THE WORKING OF HANU REDDY REALTY PVT PRIVATE LIMITED

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A Summer Internship Report submitted to the SRM INSTITUTE OF

SCIENCE AND TECHNOLOGY in partial fulfillment of the requirements
for the award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Submitted by

AJAY KUMAR.U (RA2152001010224)

Under the guidance of

Dr Sarvani Kocherlakota

COLLEGE OF MANAGEMENT
SRM INSTITUTE OF SCIENCE AND
TECHNOLOGY
KATTANKULATHUR- 603 203
JULY 2022
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DECLARATION

I, AJAY KUMAR U, hereby declare that the work which is being presented in the
summer internship entitled, “A STUDY ON THE WORKING OF HANU
REDDY REALTY”, in partial fulfillment of the requirement for the award of the
degree Master of Business Administration is my own work carried out by me under
the supervision of Dr Saravani Kocherlakota during the period 20th June,2022
to 30th July,2022 in the College of Management, SRM Institute of Science and
Technology, Kattankulathur.

The matter present in this summer internship has not been submitted elsewhere for
the award of any degree/diploma. I declare that I have faithfully acknowledged,
given credit to and referred to the research works which have been cited in the text
and the body of the report. I further certify that I have not wilfully lifted up some
other’s work, Para, text, data, results, etc., report in the journals, books, magazines,
reports, dissertations etc., or available at web-sites and have not included them in
this summer internship report and cited as my own work.

Place: Kattankulathur

Date: 24.07.2022 Ajay Kumar U

Certificate from the supervisor

This is to certify that the above statement made by the candidate is correct to the
best of my knowledge. Certified that a check for plagiarism has been made on
the software.

Dr. Saravani Kocherlakota

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BONAFIDE CERTIFICATE

This to certify that Ajay Kumar U , School of Management, Faculty of

Management of SRM Institute of Science and Technology, a bonafide student
registered for the MBA degree under the supervision of DR.Saravani
Kocherlakota has satisfactorily completed the entire requirement for the
submission of summer internship for the award of MBA degree as per
provisions of the MBA Regulations. He has successfully completed the summer
internship and well defended the presentation before the examiners.

Place: Kattankulathur
Date: 24.07.2022

Supervisor Dean

INTERNAL EXAMINER EXTERNAL

EXAMINER
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ACKNOWLEDGEMENT

First and foremost, I offer my sincerest gratitude to our

Chancellor, SRM University, for his academic support and the
facilities provided to carry out the project work at the Institute. His
wide vision and concern for students have been inspirational.
I express my heartfelt thanks to our Dean, College of
Management, SRM IST, Kattankulathur who provided all facilities for
carrying out this project.
I take this opportunity to express my profound gratitude and
deep regards to my guide Dr Saravani Kocherlakota or the
exemplary guidance, monitoring and constant encouragement
throughout the course of this project.
I also take this opportunity to express a deep sense of gratitude
to O Kumaran for his cordial support, valuable information and
guidance, which helped me in completing this task through various
stages. I owe my wholehearted thanks and appreciation to the entire
staff of the company for their cooperation and assistance during the
course of my project.
I thank God Almighty for showering his perennial blessing on
me for giving me the courage to pursue this project work successfully.
I owe a lot to my parents, who encouraged and helped me at every
stage of my personal and academic life, and longed to see this
achievement come true.
AJAY KUMAR U (RA2152001010224)
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AJAY KUMAR U
TABLE OF CONTENT
Chapter Page
Title
No. No.
EXECUTIVE SUMMARY 9
LEARNING OBJECTIVES 10
1 INTRODUCTION 10
CORPORATE BACKGROUND 11
OWNERSHIP 12
CORPORATE SOCIAL
RESPONSIBILITY 13
CODE OF CONDUCTS 14
ORGANIZATION STRUCTURE 15-17
GROUP COMPANIES 16-26
BROKERAGE CHARGES 27
WHAT IS REAL ESTATE 29
WHO IS A REALTOR 32-33
1. ORGANIZATIONAL DEPARTMENTS 34
1.1 FINANCE DEPARTMENT 35
1.2
FUNCTION OF FINANCE
DEPARTMENT 36
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1.3 ROLES OF FINANCE

DEPARTMENT 37
2. HUMAN RESOURCE
MANAGEMENT 38

2.1 INTRODUCTION 38
2.2 OBJECTIVES OF HRM 39
2.3 SKILLS AND RESPONSIBILITIES
40
OF HR MANAGER
2 HIRING AND RECRUITING 41
3 REAL ESTATE MARKETING 43
3.1 REAL ESTATE MARKETING
AGENCY 44
3.2 SELECTING MARKETING SKILLS 45
3.3 GENERATE LEADS 46
3.4 CONTACTING YOUR LEADS 47
TYPES OF REAL ESTATE
4 MARKETING 48
5 MY ROLE AS REAL ESTATE INTERN 49
6 FINAL THOUGHTS ON MARKETING 50
7 CONCLUSION 51
8 LEARNING OUTCOMES 52
9 REFERENCES 53
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EXECUTIVE SUMMARY

The Marketing internship with Hanu Reddy Realty consisted of 6 weeks from the
20th June,2022 to the 30th July,2022.Our job at Hanu Reddy Realty is to fulfill your
real estate goals and we ensure that the job is done to your satisfaction. We
maintain high standards of integrity and transparency so that the consumer is rest
assured that they are receiving the maximum potential for their property. We do
this by matching your property with high quality buyers who exist in our extensive
client database. From the beginning, our agents put their sincerest efforts into
fulfilling your needs and this is a result of extensive agent training which results in
highly competent professionals servicing your properties.
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LEARNING OBJECTIVES

● Marketing your home to potential buyers.

● Selling your home within a specific timeframe.
● Develop a pricing strategy to maximize profit.
● Recommendations for high ROI home improvements.
● Help with contract negotiations.
● Streamlining the process by managing the paperwork, inspectors,
contractors, escrow & title.
● Building your real estate plans post-sale.

CHAPTER – 1

ORGANIZATIONAL DETAILS:

HANU REDDY REALTY

INTRODUCTION:

Hanu Reddy Realty has been in the Real Estate Industry serving clients' needs
for over 35 years. We have a global presence with offices in Irvine (U.S.A.)
and prime cities in India such as Chennai, Bengaluru, Hyderabad, Pune,
Coimbatore, Mysuru and Visakhapatnam. Our principals have deep roots in
real estate ownership that span more than Eight Decades and understand the
value of property ownership. With their vast experience, they help guide and
consult our agents and clients to make the right decisions during the
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transaction process.
Hanu Reddy Realty has been in

Corporate Background

With over 5,000 satisfied clients, Over $1 Billion in Sales, and 14 Offices
Worldwide, Hanu Reddy is the ultimate Real Estate Resource.

Hanu Reddy is the founder and President of Hanu Reddy Realty. The company was
started in 1984 with one goal in mind – to deliver a superior client experience.
Hanu focused on consistent performance and client satisfaction which remain the
cornerstone of the company’s philosophy. With a Masters in Construction
Management from Stanford University and a bachelors in Civil Engineering, Hanu
brought a technical understanding of Real Estate Sales in Irvine that allowed him
to excel in his career as a Broker. Hanu is able to see larger, global trends that exist
in today’s complex world economy which results in accurate predictions and
advice for his clients. Hanu has a true passion for real estate and homeownership.
He has helped over 5,000 families with their real estate needs and has crossed over
One Billion dollars in sales due to his creative marketing and ability to stay on the
cutting edge of technology. Hanu believes in the product he sells and has lived,
invested and enjoyed the city of Irvine.

In 1995, Hanu wanted to introduce the real estate profession to India and began his
first international branch office in his hometown of Chennai. Since then, Hanu
Reddy Realty has 14 branch offices that are currently operating in South India.
Hanu Reddy Realty India has helped countless local and international owners
execute their real estate goals with Integrity, Transparency and Competency.
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Hanu has dedicated thirty three years to the Real Estate Industry and continues to
work with the same fervor as when he began his career. In his free time, Hanu is an
avid photographer, global traveler and nurturing gardener.

Ownership

Hanu Reddy is the founder of Hanu Reddy Realty. The company was started in
1984 with one goal in mind – to deliver a superior client experience. Hanu focused
on consistent performance and client satisfaction which remain the cornerstone of
the company’s philosophy. With a Masters in Construction Management from
Stanford University and a bachelors in Civil Engineering, Hanu brought a technical
understanding of Real Estate Sales that allowed him to excel in his career as a
Broker. Hanu is able to see larger, global trends that exist in today’s complex world
economy which results in accurate predictions and advice for his clients. Hanu has
a true passion for real estate and home ownership. He has personally helped over
5,000 families with their real estate needs and has crossed over One Billion dollars
in sales due to his creative marketing and ability to stay on the cutting edge of
technology. Hanu passionately believes in the product that he sells and his ability
to help his customer's achieve their dreams of owning a home..

Corporate social responsibility

Hanu Reddy Realty has been in the Real Estate Industry serving clients' needs
for over 35 years. We have a global presence with offices in Irvine (U.S.A.)
and prime cities in India such as Chennai, Bengaluru, Hyderabad, Pune,
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Coimbatore, Mysuru and Visakhapatnam. Our principals have deep roots in

real estate ownership that span more than Eight Decades and understand the
value of property ownership. With their vast experience, they help guide and
consult our agents and clients to make the right decisions during the
transaction process.

Website

www.hanureddyrealty.com

Industry

Real estate industry

Area of operation All India

Branch Offices (As at March 31,
14+ offices
2022)
Employees 250+ Realtors
Customers 5000+ and counting
Assets under Management
Rs. 100 Crore
(As at March 31, 2022)
Net worth (As at March 31,
Rs.1000.25 Crore
2022)
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Logo

Vision

“Vision Statement: “Our aim is to empower our clients to achieve their goals”. –
Mr. Hanu Reddy

Core Values

INTEGRITY, TRANSPARENCY AND COMPETENCY

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Code of Conducts:

The members of the Board of Directors and the Senior Management Personnel of
the Company acknowledges and accepts the scope and extent of their duties in
their respective capacities as Directors and Senior Management Personnel. Board
of Directors and the Senior Management Personnel have a responsibility to carry
out their duties in an honest and businesslike manner. Board of Directors and the
Senior Management Personnel are entrusted with and are responsible for the
oversight of the assets and business affairs of the Company in an honest, fair,
diligent and ethical manner.

ORGANIZATIONAL STRUCTURE

Board of Directors:

Hanu Reddy - Director

Suresh Reddy - Director

Sudhakar Reddy - Director

Board of Presidents:

Shiva Reddy - Vice President

O.Kumaran - Vice President

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Malikarjun Reddy - Vice President

Maruthi Ram - Vice President

Satish B - Vice President

Sathish Kumar - Vice President

Mukundan - Vice President

Joseph L A - Vice President

Devanand - Vice President

Srinivasan - Vice President

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GROUP COMPANIES:

The total Turnover of Hanu Reddy Realty is more than 300 Cr Today and had its
humble beginnings in the Real Estate business over a decade ago.

Hanu Reddy is the founder and President of Hanu Reddy Realty. The company was
started in 1984 in California and later expanded to India in 1995 with one goal in
mind - to deliver a superior client experience. Hanu focused on consistent
performance and client satisfaction which remain the cornerstone of the company's
philosophy. With a Masters in Construction Management from Stanford University
and a bachelors in Civil Engineering, Hanu brought a technical understanding of
Real Estate Sales that allowed him to excel in his career as a Broker. Hanu is able
to see larger, global trends that exist in today's complex world economy which
results in accurate predictions and advice for his clients.

Hanu has a true passion for real estate and home ownership. He has helped over
5,000 families with their real estate needs and has crossed over One Billion dollars
in sales due to his creative marketing and ability to stay on the cutting edge of
technology. Hanu believes in the product he sells and has lived, invested and
enjoyed the cities of Irvine & Chennai.

HANU REDDY HOMES

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Hanu Reddy Residences is the brainchild of Mr. Hanu Reddy. His vision was
to extend the legendary hospitality of our family to the rest of the world.
They genuinely connect with the guests and attention to their experience is
unparalleled. We have earned the loyalty of the guests through the warm,
personalized service.

The bungalows retain their old world charm but are retrofitted with all modern
comforts.

To cherish and respect the green environment that surrounds these homes and
preserve them with great care. The terrace gardens are great spots to relax with a
cup of coffee or even practice some yoga.

HANU Reddy serve home cooked meals that can be customized to the pallet or
based on any diet restrictions may have.

At Hanu Reddy Residences they promise a very warm experience!

SPP GARDENS

A Venture of Hanu Reddy Realty

51/ 55, Seemathamman Koil Street, Mettukuppam Road, , Maduravoyal, Chennai

600095

sppgardens@hanureddyrealty.com

+91 9025180180
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SPP Gardens is a 14 acre Outdoor Venue, located in Chennai. This venue is a

passion project of the principals of Hanu Reddy Realty who revitalized this
property which was originally used for manufacturing bricks in the 60’s and 70’s.
Developed for over 30 years into the beautiful green paradise that it is today, the
owners wanted to extend its beauty to the public to celebrate with their loved ones
in a unique natural environment that was unlike any event space in the densely
populated metropolis of Chennai.

USPs include the green, natural environment, the variety of landscaping features,
vastness of our spaces and world class ancillary facilities . Venture strive to
accommodate all the unique needs and requirements of the clients to make their
dream event a reality.

SPP Gardens offers a beautifully landscaped, outdoor venue to conduct the event
of dreams. Situated only 4 km from Anna Nagar, this 14 acre lung space is a
welcome surprise, nestled in the dense metropolis of Chennai.

A lush, tropical paradise greets at SPP Gardens. With plenty of space and clean
fresh air, it won’t have to compromise on the safety of the guests. It guarantees the
experience cannot be duplicated in a stuffy banquet hall.

CORPORATE FUNCTIONS

The vast lawns are ideal for large corporate functions, award ceremonies, concerts
and team outings. Their employees will welcome the change of scene and will go
back to work recharged!

It got the perfect venue for milestone celebrations. Be it birthday parties,

anniversaries, private dinners or family functions, entertain your guests in a
refreshing environment surrounded by nature.
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A lot of care and thought has been put into the various landscaping features at SPP
Gardens. This lush green atmosphere will form the perfect backdrop to stage a
photoshoot. For Fashion shoots, Bridal shoots, Maternity shoots, Pre-wedding
shoots and more, this is a photographer’s dream location.

SPP Gardens is divided into 6 thoughtfully landscaped lawns each with its own
character and charm.

Hanu Reddy Raghava Forms

Hanu Reddy Mango Tourism, it hope to give back to the farming community, and
bridge the gap between the farmer and the market – both local and global, by
putting this glorious fruit on the map. The Great Mango Festival is an opportunity
to enable a paradigm shift in farming, and ensure that both farmers and ancillary
businesses thrive well.

Activities like mango picking, vermi-composting, and ploughing aim to bring back
the rich heritage of celebrating nature, and let participants understand the
importance of organic and sustainable farming practices.

BRANCHES
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MYLAPORE OFFICE

Hanu Reddy Realty India Pvt. Ltd.

No.18, ‘Lakshmi’,

Bishop Wallers Avenue (East),

Mylapore, Chennai – 600 004.

Tel: +91 44 43999000

Email: hrrchennai@hanureddyrealty.com

WEST CHENNAI MADURAVOYAL OFFICE

Hanu Reddy Realty India Pvt. Ltd.

No.51/55, Seemathamman Koil Street,

Mettukuppam Road, Maduravoyal,

Chennai – 600 095.

Tel: +91 44 43999777

Email: westchennai@hanureddyrealty.com
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WALLACE GARDEN OFFICE

Hanu Reddy Realty India Pvt. Ltd.

No.14, 1st Street, Wallace Garden,

Nungambakkam,

Chennai – 600006.

Tel: +91 44 43999500

Email: wallacegarden@hanureddyrealty.com

GST ROAD, CHROMEPET OFFICE

Hanu Reddy Realty India Pvt. Ltd.

No.275, GST Road,

Chromepet, Chennai – 600044.

Tel: +91 44 43999333

Email: gst@hanureddyrealty.com
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ADYAR-VELACHERY OFFICE

Hanu Reddy Realty India Pvt. Ltd.

New no. 46,

IInd main road, Kasturibai Nagar,

ADYAR, Chennai – 600 020

Tel: +91-44-43999600

Email: adyar@hanureddyrealty.com

BENGALURU OFFICE

Hanu Reddy Realty India Pvt. Ltd.

#307, Ground floor,

6th Main Road, HAL 2nd Stage,

Indiranagar, Bangalore 560038 .

Tel: +91 80 40349999

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Email: hrrbgl@hanureddyrealty.com

HYDERABAD OFFICE

Hanu Reddy Realty India Pvt. Ltd.

D.No: 8-2-269/S/45, Plot No:45, Sagar Society,

Road No: 2, Banjara Hills,

Hyderabad – 500 034, Telangana,

Tel: +91 40 23112055

Email: hrrhyd@hanureddyrealty.com

PUNE OFFICE

Hanu Reddy Realty India Pvt. Ltd.

B-2, Aashiyana Park,

North Main Road, Koregaon Park,

Pune – 411 001

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Tel.: +91 20 66202599

Email: hrrpune@hanureddyrealty.com

COIMBATORE OFFICE

Hanu Reddy Realty India Pvt. Ltd.

No.10, West Club Road,

Race Course,

Coimbatore – 641018

Tamil Nadu, India.

Tel: +91 422 404 9999

Email: hrrcbe@hanureddyrealty.com

JOINT VENTURE & DEVELOPER SOLUTIONS – MYLAPORE OFFICE

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Hanu Reddy Realty India Pvt. Ltd.

No.18, ‘Lakshmi’,

Bishop Wallers Avenue (East),

3rd Floor, Mylapore, Chennai – 600 004.

Tel: +91 44 43999000

Email: nhs@hanureddyrealty.com

IRVINE USA OFFICE

Hanu Reddy Realty,

108 Discovery Suite 200,

Irvine, California – 92618

Tel: 949.450.8800

Email: info@hanureddyrealty.com

BROKERAGE CHARGES:
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WHAT IS REAL ESTATE ?

Real estate is defined as the land and any permanent structures, like a home, or
improvements attached to the land, whether natural or man-made.

Real estate is a form of real property. It differs from personal property, which is
not permanently attached to the land, such as vehicles, boats, jewelry, furniture,
and farm equipment.

KEY TAKEAWAYS
● Real estate is considered real property that includes land and anything
permanently attached to it or built on it, whether natural or man-made.
● There are five main categories of real estate which include residential,
commercial, industrial, raw land, and special use.
● Investing in real estate includes purchasing a home, rental property, or
land.
● Indirect investment in real estate can be made via REITs or through
pooled real estate investment.

Understanding Real Estate

The terms land, real estate, and real property are often used interchangeably, but
there are distinctions.

Land refers to the earth's surface down to the center of the earth and upward to
the airspace above, including the trees, minerals, and water. The physical
characteristics of land include its immobility, indestructibility, and uniqueness,
where each parcel of land differs geographically.
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Real estate encompasses the land, plus any permanent man-made additions, such
as houses and other buildings. Any additions or changes to the land that affects
the property's value are called an improvement.

Once land is improved, the total capital and labor used to build the improvement
represent a sizable fixed investment. Though a building can be razed,
improvements like drainage, electricity, water and sewer systems tend to be
permanent.

Real property includes the land and additions to the land plus the rights inherent
to its ownership and usage.

Real Estate Agent

A real estate agent is a licensed professional who arranges real estate transactions,
matching buyers and sellers and acting as their representatives in negotiations.

What Are Types of Real Estate?

Residential real estate: Any property used for residential purposes. Examples
include single-family homes, condos, cooperatives, duplexes, townhouses, and
multifamily residences.

Commercial real estate: Any property used exclusively for business purposes,
such as apartment complexes, gas stations, grocery stores, hospitals, hotels,
offices, parking facilities, restaurants, shopping centers, stores, and theaters.

Industrial real estate: Any property used for manufacturing, production,

distribution, storage, and research and development.
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Land: Includes undeveloped property, vacant land, and agricultural lands such
as farms, orchards, ranches, and timberland.

Special purpose: Property used by the public, such as cemeteries, government

buildings, libraries, parks, places of worship, and schools.

The Economics of Real Estate

Real estate is a critical driver of economic growth in the U.S., and housing starts,
the number of new residential construction projects in any given month, released
by the U.S. Census Bureau, is a key economic indicator. The report includes
building permits, housing starts, and housing completions data, for single-family
homes, homes with 2-4 units, and multifamily buildings with five or more units,
such as apartment complexes1

Investors and analysts keep a close eye on housing starts because the numbers
can provide a general sense of economic direction. Moreover, the types of new
housing starts can give clues about how the economy is developing.

If housing starts indicate fewer single-family and more multifamily starts, it

could signal an impending supply shortage for single-family homes, driving up
home prices. The following chart shows 20 years of housing starts, from Jan. 1,
2000, to Feb. 1, 2020.2
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20 years of housing starts. Source: Federal Reserve Bank of St. Louis.

What is a Realtor?
A Realtor with a capital R — also often written with all capital letters as
REALTOR — is a licensed real estate professional who is also a member of the
National Association of Realtors (NAR). The word is trademarked, hence the
capital; you’ll also often see a registered trademark symbol next to it. It is
certainly possible to be a fully licensed agent or broker who is not a member, but
they are not called Realtors.
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ORGANIZATIONAL DEPARTMENTS:

1.1 FINANCE DEPARTMENT

Introduction: A company's finance department serves a fundamental role in

making financial decisions for internal and external affairs. A business’s activities
depend on the competence of a company’s finance department and the individuals
who comprise it. A finance department is the unit of a business responsible for
obtaining and handling any monies on behalf of the organization.
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1.2 FUNCTIONS OF FINANCE DEPARTMENT

Accounting: Daily account record keeping is a finance department function that

entails reconciling a company's financial registers to make suitable business
decisions. Through bookkeeping and income statement preparations, the unit
supports the management in filing requisite financial data that's useful in managing
funds.

Examining financial statements and reporting: By analyzing a company's financial

statements, the finance department evaluates economic trends, identifies its future
investment and cultivates long-term business plans. It uses and synthesizes
financial analysis information to assist in business decision-making.

Preparing and forecasting budgets: The finance department plans and implements
the company's financial year budget. The department also conducts research and
collects data that assists in the organization's temporary and permanent financial
forecast. The information is essential in planning and providing informed decisions
critical to expansion, such as staff training and asset procurement.

Managing operations systems: The finance department plays a significant part in

acquiring, updating and maintaining the latest operations systems to improve
efficiency. A systems change may include automation of various functions or
digitalization of some organization's systems

1.3 ROLES OF FINANCE DEPARTMENT

Accountant: An accountant prepares financial statements and documents monetary

transactions and income statements. The accountant role has a seniority hierarchy,
with the accounting manager being the topmost in the ranks.
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Auditor: The auditor's primary role is to evaluate the documents prepared by the
rest of the teams and authenticate their accuracy. They identify all insufficiencies
and mistakes for accountability

. Budget analyst: The budget analyst is skilled in preparing and maintaining a

balanced budget throughout the year. They plan for the future financial
responsibilities of the business.

Finance controller: Also referred to as comptroller, they oversee the activities

performed by other finance roles, such as auditing and accounting. The finance
controller audits and prepares financial reports on tax compliance and risk
management, among other financial documents.

Finance administrator: The finance administrator helps plan and verify business
documents for completeness. They also manage cash flows, prepare budgets and
present reports to management for advisory and accountability purposes.

Payroll officer: Payroll officers prepare documentation related to employees'

salaries, taxation, commissions and any other benefit for timely and accurate
payment.

Treasury analyst: A treasury analyst analyses the transaction and investment

accounts to evaluate expenses and advise management on how they can best
minimize costs.

1.4 SKILLS REQUIRED IN A FINANCE DEPARTMENT

There are many job opportunities within a finance department, but each job comes
with its own requirements.
Five skills you need to work in a specific finance department role are:
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Problem-solving: You may have to react to financial problems within a company

or pay off liabilities using available assets and other methods. Problem-solving
means you have the expertise to approach difficult financial situations and resolve
them.

Communication skills: A finance department role may mean you have to

communicate and work with others within and outside the department. It is
important to communicate clearly and concisely so you can keep everyone
properly informed.

Analytical skills: Analytical thinking is how you can review data to identify
patterns, discrepancies or additional funds within the company's finances. This
skill shows employers you can view numbers in a more complex way.

Detail-oriented: Being detail-oriented is important in finance because much of

your work involves entering, analysing and calculating company data. You should
be able to identify discrepancies in data and be able to identify mistakes in
calculations.

Persuasiveness: You might be in a position where you need to persuade your

co-workers or higher-ups about strategies and budgeting tactics you believe will be
beneficial to the company. You should be able to provide them with evidence to
support your cl
2 HUMAN RESOURCE MANAGEMENT (HRM)

2.1 INTRODUCTION
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Human resource management (HRM) is the practice of recruiting, hiring,

deploying and managing an organization's employees. HRM is often
referred to simply as human resources (HR). A company or organization's
HR department is usually responsible for creating, putting into effect and
overseeing policies governing workers and the relationship of the
organization with its employees

2.2 OBJECTIVES OF HRM

The objectives of HRM can be broken down into four broad categories:
Societal objectives: Measures put into place that responds to the ethical
and social needs or challenges of the company and its employees. This
includes legal issues such as equal opportunity and equal pay for equal
work. Organizational objectives: Actions taken that help to ensure the
efficiency of the organization. This includes providing training, hiring the
right number of employees for a given task or maintaining high employee
retention rates. Functional objectives: Guidelines used to keep HR
functioning properly within the organization as a whole. This includes
making sure that all of HR's resources are being allocated to their full
potential. Personal objectives: Resources used to support the personal
goals of each employee. This includes offering the opportunity for
education or career development as well as maintaining employee
satisfaction.

2.3 SKILLS AND RESPONSIBILITIES OF HR MANAGER

HRM can be broken down into subsections, typically by

pre-employment and employment phases, with an HR manager assigned
to each. Different areas of HRM oversight can include the following:
Employee recruitment, onboarding and retention Talent management and
workforce management Job role assignment and career development
Compensation and benefits Labor law compliance Performance
management Training and development Succession planning Employee
engagement and recognition Team building

2.4 FUNCTIONS OF HRM

Job design and job analysis - Job design involves the process of
describing duties, responsibilities and operations of the job
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Employee hiring and selection - Hiring the right employees out of the list
of applicants and favorable candidates

Employee training & development - Imparting proper training and

ensuring the right development of the selected candidates is a crucial
function of HR

Compensation and Benefits - HR can use benefits and compensation as a

leverage to boost employee productivity as well as establish a good
public image of the business

Employee performance management - Effective performance

management ensures that the output of the employees meets the goals and
objective of the organization

. Managerial relations - Managerial relations determine the amount of work that

needs to be done in a given day

Labor relations - Cordial labor relations are essential to maintain harmonious

relationships between employees at the workplace

Employee engagement & communication - Efficiently managing employee

engagement activities will help in improving the employee retention rates too.

2. Hiring and recruiting

The human resources department in a real estate company is responsible for

recruiting, interviewing and hiring new real estate employees and agents. Although
most real estate agents are paid on commission, they are still being represented by
the real estate agency. The employees working at the real estate office also must be
recruited and hired to ensure they meet the company’s professional standards. Each
employee or agent that comes through the real estate agency must understand the
procedures and regulations that make the agency credible and experts in the real
estate industry.
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3. REAL ESTATE MARKETING

Real Estate Marketing is all about promoting your unique value proposition to the
world in order to build a brand, attract clients, and close real estate transactions.
While marketing is an essential component to nearly every business, real estate
businesses are no exception. .

Real estate marketing should be used by everyone in the industry, as long as they
have something to offer. If an agent, broker, landlord, real estate investor, or
anyone else in the real estate business, then using real estate marketing to grow
your business is critical.

To be successful in real estate marketing is to generate leads. Generating leads

means initiating consumer interest in the business's products or services in order to
convert them into customers.

This interest often comes in the form of an "opt in" to a offer, such as someone
sending you their email address and contact information to receive more
information about your offer.

Your real estate marketing offer could be a property for sale, apartment for rent,
real estate agent services, leasing services, or property management, for example.

In other words, real estate marketing is meant to gain the interest of customers in
business products and services.

Users of real estate marketing include:

● Real Estate Agents and Realtors

● Property Managers
● Real Estate Investors
● Homeowners looking to rent their property out
● FSBO (For Sale By Owner) Home Sellers
● Landlords attracting tenants
● Real Estate Brokers
● Title Companies
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● Local Businesses Serving The Real Estate Industry

● House Flippers

3.1 REAL ESTATE MARKETING AGENCY

Basically, a Real Estate Marketing Agency is a business, firm, or organization that

is responsible for the research, analysis, strategy, branding, advertising, and
promotion of services provided on behalf of a real estate company.

Many small real estate companies and entrepreneurs are able to handle their own
marketing in the early stages of existence. As the business grows, or even if growth
is non-existent, many real estate professionals will choose to outsource their
marketing operations to a real estate marketing agency.

Real estate marketing agencies help everyone from real estate sales agents, to small
mom-and-pop real estate investment companies, to large commercial brokerages.

With real estate being a very old-school business, most people who have created
substantial wealth with long careers in real estate aren't adept to the new methods
of digital marketing that have transformed the industry since the internet boom.

While agencies can certainly help with real estate marketing strategies such as print
media, postcards, mailers, billboards, and other traditional forms of marketing -
most real estate marketing agencies these days are hired to help with social media
platform marketing, website creation and maintenance, creating landing pages, and
more.

As you can see, there are many bases to cover with real estate marketing! If you
don't understand marketing in the modern age, it's quite easy to waste a lot of
money without getting any positive results.

Since it's hard for solo entrepreneurs and small business owners to do it all
themselves, hiring real estate marketing agencies can be an excellent way to
leverage a specialty firm in order to get the highest return on marketing dollars.

Great real estate marketing agencies will have a team of specialists that can handle
any your marketing needs, whereas a real estate marketing firm may be specialized
in one or two particular aspect of marketing.
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Real estate marketing is all about marketing funnels, which are the stages that take
place from when a customer learns about your business to the purchasing stage.

The steps are as follows:

DETERMINE THE PROCESS

● The person who is conducting the marketing needs a purpose. What is the
objective of your marketing campaign? To get new listing appointments? To
find motivated sellers

3.2 CRAFT THE MESSAGE

● You must have an offer to communicate (e.g. I have a property for sale,
property for rent, investment services, etc.). What is your offer in your
marketing campaign?

3.3 SELECTING MARKETING SKILLS

● Also known as a medium, these are the ways in which you reach your
customers
● Mediums include: Social media, Zillow ads, website Search Engine
Optimization (SEO),

GENERATE LEADS

● Leads are gained through efficient marketing through your channel. Intake
your qualified leads and then proceed to follow up with them.

CONTACTING YOUR LEADS

● Once you contact your leads, it advances into a sales process.

CLOSE THE DEAL

● The moment it all leads up to, fulfilling your objective! sealing the deal with
the customer, whether that means buying a property, getting a tenant to lease
a property, or signing a new listing agreement!
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3.4 TYPES OF REAL ESTATE MARKETING COMPANIES

With all sorts of real estate marketing companies providing services to cover all of
your businesses' needs, we'll cover the different types here:

They include:

1. Digital Marketing Companies

○ They help run your pay-per-click and paid ads
■ Facebook and Google ads
○ Listing networks such as Zillow, trulia

■ Run ads directly to buyers and sellers

○ Website and search engine optimization (SEO) support
■ Write blogs and creative content

2. Social Media Marketing Companies:

○ Manage and optimize your social media pages
○ Post consistent content on your pages
○ Advertise on social media platforms for you
3. Print Media Companies
○ Marketing companies develop and implement your print media
strategy
○ Designs and produces open house signs, business cards, brochures,
bandit signs, postcard mailers, or any type of printed marketing
material
4. Call Centers
○ Helps you make cold calls or take incoming calls from your marketing
campaigns
5. Commercial Real Estate Companies (CRE)
○ Consists of real estate brokers and agents who market commercial
properties for purchase, sale, and rent
 43

○ Deep industry experience and expertise in commercial properties,

such as retail, office, and industrial uses
6. Residential Real Estate Companies
○ Consists of real estate brokers and agents who market properties for
purchase, sale, and rent

Some of Marketing Strategies For Real Estate Agents

Every successful real estate company needs great marketing strategies. There's no
exception when it comes to real estate agents.

The following are 9 very essential real estate marketing strategies to expand the
business:

1. Identify Your Target Market

2. Budget For Marketing Expenses
3. Create A Website And Use Social Media
4. Encourage Referrals And Word-of-Mouth
5. Respond Quickly
6. Publish A Real Estate Newsletter
7. Develop Brand Awareness

Do you recognize some of these? Creating a website, using social media and
developing brand awareness have all been mentioned thus far in the article.

This just goes to show that they are some of the key elements for developing a
successful real estate marketing business. However, these same strategies can be
used for any business as well.

In addition to the strategies mentioned above, the following are all great examples
of real estate marketing strategies for real estate agents:

● Open house signs

● Flyers
● Websites
● Brochures
● Zillow ads
● Business cards
● Google and Facebook ads
● Banners
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● Bench Ads
● Billboards
● In-person events
● Real Estate Investors Association REIA meetings

3.4 Example Of A Good Real Estate Marketing Plan

Marketing plans are made so that you’ll stay motivated which will eventually help
you accomplish reaching your real estate sales goals.

A good real estate can be thoroughly developed with these 8 easy steps:

1. Define Your Goals And Objectives

2. Focus on A Targeted Audience
3. Differentiation: Stay Unique!
4. Refine Your Value Proposition
5. Determine The Best Media
6. Create Your Action Plan And Schedule
7. Prepare A Detailed Budget
8. Measure your results

This polished, thorough personal marketing plan should be able to help you be on
your way to success.

Something that has been mentioned a few times already is a target market. What is
it, exactly?

The following section will explain what a target market is and how it can be
identified in terms of real estate marketing.

Identifying A Target Market In Real Estate Marketing

First off, a target market is exactly what it sounds like. In a nutshell, it is the type
of customer you want to sell your product or service to. Watch this short clip on
how to identify a target market:
 45

You can’t make the mistake of trying to promote you real estate business to
everyone, because that’ll leave you with a very unfocused marketing campaign.
Creating a brand that appeals to everyone is way too overwhelming. Sometimes it’s
good to stay simple.

A target market can be identified by:

1. Defining Your Target Market

2. Research
3. Creating a Marketing Plan
4. Measuring Success

These 4 steps will allow you to discover your niche market and figure out your
strength and expertise to help determine what demographic to target.

3.5.1 A Real Estate Agent Spend On Marketing

For real estate agents trying to decide how much they should spend on marketing,
this may be the most important topic out of all of the ones that we’ll discuss.
However, determining an exact budget many vary on many different conditions.

First of all, the amount spent on real estate will depend entirely on your income
and the resources you have at your disposal. Most agents suggest spending about
10% of your commissions on marketing.

You need to find the marketing budget that works for you. This leaves you to
consider your average commission on sales, the average final sales price of the
homes you sell and the volume of transactions conducted in each quarter and year.

You must also create your marketing strategy, which should result in determining
all of your projected expenses represented in monthly numbers and total annual
figures.

Finally, you also need to ensure that part of your marketing budget is set aside for
events, printing expenses (such as business cards), and travel.

At the end of the day, you want to make sure that you’re spending a percentage of
your commission in order to conduct successful marketing.
 46

Aside from figuring out how much you should be spending on real estate
marketing, a very important principle used for real estate investing is the 80/20
rule. The following explains the details on this principle.

3.5.2 The 80/20 Rule In Real Estate Marketing

To put it simply, the 80/20 rule in real estate marketing works on a cause and effect
basis. Also known as the Pareto Principle, the 80/20 rule states that roughly 80% of
the effects come from 20% of the causes.

This means that determining 20% of the tasks produces 80% of the desired results.
It’s a general rule that can be used throughout your life as well as in real estate
marketing.

If you apply the 80/20 rule to real estate marketing, for example, you'll see that
nearly 80 percent of your business is achieved through 20 percent of your
marketing efforts.
 47

To break it down, this means that one of every five of the marketing efforts that
you undertake will reward you with 80 percent of your results. It's safe to say that
investing a lot into real estate marketing really pays off.

You'll learn through testing various real estate marketing strategies which ones are
the 20 percent that makes the biggest difference in your business.

Next, very similar to the topic on social media, however a bit more broad. I’ll be
discussing how we can do real estate marketing online.

3.5.3 Doing Real Estate Marketing Online

Nowadays, utilizing the internet in order to promote and build brand awareness for
your business is vital. Real estate marketing online is no exception for this.

Whether its email marketing, using social media platforms, marketing campaigns,
creating blog posts and Facebook ads, or publishing your own real estate websites,
you’re able to accomplish these very efficient methods of marketing online via the
internet.

As stated previously, social media is an exceptional tool for online marketing.

It doesn’t just need to be limited to social media platforms, however.

Creating online blog posts and marketing campaigns have also proven to be very
effective ways of gaining online traffic. Landing pages on real estate online articles
could go a long way!

Listing networks mentioned previously, such as Zillow, Trulia and Redfin are also
very commonly used websites for real estate marketing online.

Last but not least, search engine optimization (SEO), or optimizing your web
presence to rank high in search engines, is one of the key methods of increasing
traffic to your websites. It helps the quality and quantity of traffic grow by
increasing the visibility of a website to online searchers.

Moving on from online marketing for real estate, haven’t you ever pondered the
role of a real estate marketing coordinator?
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3.5.4 Defining Your Marketing Strategy

Real estate marketing Coordinator

To start, real estate marketing coordinators serve as a very important part of a real
estate marketing team. Their main role consists of building and executing multiple
marketing campaigns to help expand the real estate brand

They do so by strategizing, executing and managing a variety of ad campaigns to

market new listings with help from public relations, operations and real estate
agencies.

They conceptualize campaigns, develop and execute ads and analyze the
performance results of ads. They are a very productive digital marketing team with
various social media platforms, so they can ensure a consistent online presence.

That being said, real estate marketing coordinators mainly take care of the
company’s online presence. This role is essential to any company that plans to
make it big, as social media plays a huge role in how companies market themselves
nowadays.

One of the most important pieces to the entire puzzle in terms of a real estate
marketing business is developing a substantial real estate business plan. The
following section illustrates the ultimate guidelines for creating a real estate
business plan.

Example of Real Estate Marketing Business Plan

Like any other business, developing a marketing business plan is critical to

forming a healthy and sustainable organization. It is an essential backbone for
every successful company.

That being said, here we’re going to look at the steps that real estate professionals
can take to outline, execute, and measure the performance of a business. The steps
are divided into the following subcategories:

Start With A Solid Foundation

1. Write an executive that captures the vision

2. Write a detailed business description
 49

3. Perform a SWOT Analysis

Creating A Financial Plan (What To Keep Track Of)

1. Expenses
2. Income
3. Transactions and leads

Action Plan

1. Creating a marketing plan

2. Making your goals tangible
3. Forming a lead nurturing strategy
4. Setting business best practices
5. Building a team

Evaluating and revising the plan

1. Constantly reassess the market

2. Staying on track and measuring success
3. Reassess your business plan annually
4. Tailor the real estate plan with your growth stage

Ready set plan

This is an ideal framework for a successful business plan. As long as your real
estate marketing business plan follows similar guidelines, then you shouldn’t have
anything to worry about. Your business will have a strong foundation to flourish.

5. My role in Real Estate Intern

When you enter into a relationship with a new client to sell their property,
they expect that you will do everything you can to help get their property in front
of interested buyers. As a result, success in real estate greatly depends on your
marketing skills. Learning a few steps you can take to hone your marketing skills
 50

and become the sought-after agent in your market known for connecting buyers
and sellers. then marketing the properties through social media apps like 99 acres,
Magic bricks ,etc

6. My Final Thoughts On Real Estate Marketing

Though we've discussed various topics within the real estate marketing realm, in
reality it's a very simple field to get started in to grow your business at any stage.

We hope this information serves as a guide to reveal the top strategies anyone can
pick up to learn and master real estate marketing for themselves.

All of the steps we've mentioned - from digital marketing strategies for real estate
agents to implementing real estate marketing through social media - share the same
major principles.

By utilizing the principles of real estate marketing - to create awareness, interest,

desire, and action by your prospects - you're sure to find results no matter which
strategies you choose to implement in your business.

1. Human skills
Human skill is the ability to work well with other people individually and in
a group. Human skill is the ability to interact with other persons successfully.

2. Organizational behavior
Organizational Behavior (OB) is the study of human behavior in
organizational settings, the interface between human behavior and the
organization, and the organization itself.

3. Corporate exposure
 51

The internship taught the meaning of responsibility and discipline, and

instilled confidence in me to face the corporate world in future.

4. Introspecting personal strengths and weaknesses

This internship helps me comprehend my extensions and limitations as a
person as well as professional. Probing my strengths and weaknesses will
clarify what the best next
step is and how to improve myself.

CONCLUSIONS & LEARNINGS:

7.CONCLUSION:

The internship project has helped in understanding various organizational

processes and to work cohesively in an organizational setup.

8.LEARNING OUTCOMES:
 52

• Practical exposure with respect to the theoretical knowledge of the real

estate department.
• Knowledge pertaining the origin, mission, vision and culture of the
organization as well the functioning of a Real estate Company
• Comprehending the integration of various functions at various levels and
various jobs.
• Effective communication in organizational settings.
• Gauging my strengths and weaknesses.
• Facilitating an enhanced knowledge of personal competency in an
organization.

9.REFERENCES AND BIBLIOGRAPHY

www.stfc.in (Corporate Website)

en.wikipedia.org

www.google.com

www.cfi.com

iedunote.com

www.study.com

https://www.realestateskills.com/blog/real-estate-marketing

https://www.homesforheroes.com/become-an-affiliate/?msclkid=2d575a090a8a150
7892d38e97b2a213b&utm_source=bing&utm_medium=cpc&utm_campaign=Sear
ch%20%7C%20Non-Affiliates&utm_term=real%20estate%20campaigns&utm_co
ntent=Non-Affiliates%20-%20Phrase%20Match
53