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Godrej Properties looks to integrate offline events with social media via apps

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KOLKATA: Seeing that digital world has changed the way people research for property, Godrej Properties Ltd (GPL), the real estate development arm of the Godrej Group, has taken steps to keep in touch with its customers and be available at all times. The company aims to fully integrate offline events with social media through apps connected to all its channels.

The company is presently working on building its presence on Facebook for a community page called ‘Spark of Imagination,’ which will be an interactive platform for customers to discuss various current and relevant topics such as ‘Brighter Living’ and ‘Green Design or Practices’.

“Based on customer feedback received, plans for future projects will be drawn keeping in mind the aspirations and requirements of customers,” said Godrej Properties EVP – sales and marketing Girish Shah.

“Godrej Properties has carried out several campaigns on social media. Connecting with customers on a real time basis helps in building trust and confidence in our brand. Through this channel we also aim to be more accessible to our customers and reach out to them quickly and effectively,” added Shah.

At Godrej Properties, the social media channel is a vehicle to augment the sales process, thus aiding the decision-making process. “There are instances of NRIs and residents from other cities directly booking apartments solely through digital interactions with the brand. The transparency maintained on social media platform has helped enhance our credibility and consequently increased conversion rates to a certain degree,” he said.

To tap buyers, GPL has been providing ample resources to buyers including helpful information, FAQs and an option to chat with experts, who aid in decision making for such investors, he further explained.

GPL has launched various platforms in the past including its YouTube channel where an exhaustive repository of information and videos of the company’s projects and services are uploaded and shared. “The videos range from advertisements to project walks through, to mock ups of apartments which highlight various amenities and facilities that the project will provide,” Shah said, adding that this gives viewers an opportunity to get a virtual experience of the project.

GPL has also launched its Flickr Gallery, which streamlines information and images of the company’s various upcoming and current properties across the country.

Continuing with customer centric engagements, GPL follows a “Call to Action” model where customers are provided several touch points like live-chat, toll free numbers, enquiry forms and even free calling from India and abroad.

“As real estate is a high involvement purchase, customers spend a considerable amount of time going through all the information that is shared,” Shah explained. 

Through various social media platforms, the company is constantly engaging with customers in real time across the globe, he concludes.

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