Why real estate industry needs to look inwards into its business processes

financialexpress.com:

As Helmut Maucher, former chairman of Nestle, said in his book Leadership in Action, “It is imperative that the actual situation of a company, its products, and its mode of operating, correspond to the information being disseminated.” This is the most profound learning that continues to guide the business leadership; aligning marketing communication with the brand’s essence and the brand experience. However, something so simple is so rare to find speaking of the real estate industry.

Customer experience refers to the quality of interaction that a customer has with a brand at its various touch points. These touchpoints start with the customer’s awareness of the brand, which could further lead him to consider it as an option and then finally purchase it. This is followed by the post-purchase experience and customer engagement. A great customer experience is the key to customer loyalty and word-of-mouth marketing. Organizations invest in technology to enhance customer experience during the initial stages of the customer journey. To overcome the clutter and forge meaningful connections with their consumers, brands are increasingly turning to experiential marketing.

Artificial intelligence creates immersive experiences at the consideration stage, prompting direct consumer engagement. By engaging the senses, emotions, and intellect of individuals, brands can foster meaningful confluence of brand loyalty and direct conversions. At the purchase stage, the customer receives royal treatment and handholding. Surprisingly the subsequent and final stage of the customer journey, the post-purchase stage is completely ignored in the case of the realty sector. The association with customers is more of a transactional nature. Once the