1. Real Estate Marketing
Project Life Cycle & Lead
Generation
By
Yogesh Dhule

2. Agenda
•
•
•
•
•
Introduction to Project Life cycle.
Lead Generation marketing.
Managing Sales Process.
Lead closure in Real Estate.
Role and Responsibilities.
• Objective: To make you understand about the method that
could be used for effective lead generation. You could be
aware of the current methods implemented by the builders in
order to generate orTrainings by Vidya Bhagwat
close a lead.

3. Real Estate Cycle
Real Estate Cycle
Identification of Real
Estate
Business/Investment
Opportunity
Career
Real Estate
Consultants /Analyst
/Investment Mangers
Development of
Land/Property
Selling/Financing of
Property
Career
Career
Sales Head/Manager
,Home loan Manager
,Marketing
Consultants ,Internet
marketing executives
Civil Egg, Operation
Mangers, Product
Sales mangers
,Housing Finance
manager/Architect
/Lawyer
Company
Company
CompanyFact Sheet-Global
Revenue 12500 Cr
2.5 Billion USD/2010
Fact Sheet- Market
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Cap 31,000 Cr
Vidya
Fact Sheet
Bhagwat – Profit
2010-11 Rs 4528 Cr
Entrepreneurs
Secondary Market
Transactions
Career
Real Estate Agent
,Property
Managers, Real Estate
Valuator
Company
Fact Sheet-Asset
management more
then 500 billion USD

4. Real Estate Marketing Project Life Cycle
Lead
Generation
Process
Involved
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Lead
Closure

5. Lead Generation
• Lead generation is a making term used basically to describe
the generation of consumer interest or inquiry in to products
or services of a business.
• Pre Launching
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6. Lead Generation
Launching
After Launching
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7. Activity for Lead Generation
• Make two teams
• Let one team go out of the room. Before moving out, they
need to see the materials that will be hidden by one team.
• After one team leaves the training room, the other team will
hide the materials. Pls. Note – do not allow to hide materials
in personal belongings.
• Time for hiding the material can be between 1 to 2 minutes
• The second team is then called, they need to search items in 2
to 5 minutes of time.
• Repeat the activity for the other team
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• Materials to be used can be any small objects such as
rubber, pins, ruler, pens etc.

8. Inference From The Activity
• Customers are like the materials that are hidden. Sales team
needs to generate lead similar to identification of hidden
materials in specified time line of the project.
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9. Customer Handling/Interaction Techniques
•
•
•
•
•
•
Proper time given to customer
Effective communication with customer
Patiently listening and understanding customer requirements
Guiding customer with proper project information
Getting customer fill up enquiry form
Tracking and follow up with the customer
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10. Tips for Customer Interaction
• Introduce your self to the customer, greet with smile and
curtsey
• Understand customers buying behavior and observe his body
language
• Project explanation should be given in details for every
customer. Remember for you it may be 10th customer
however for customer its first approach
• For revisit from customer, consider giving all details once
again including the clarity required on the concerned point/s
• Extensive follow up required till booking confirmation from
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customer also maintain relevant data including payments
received and schedules

11. Lead Generation Process
• Online Marketing via Website, blog, Free posting or by paid
posting on real estate portals i.e. www.makaan.com
• News paper advertisement.
• Project Launching- Hoardings.
• Real Estate exhibition.
• Bulk SMS & mailers.
• News Paper insertions.
• Site visit.
• Follow up & Lead Closure.
• Internet marketing using social media.
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• Radio advertisements.
• Leaflets/pamphlet distributions.

12. Managing The Sales Process
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13. Managing The Sales Process
1. Know when to talk and When listen.
2. Move the Process Forward.
3. Deal with Objectives.
• Here are a few basic rules for dealing with
objective:
1. Answer every objective.
2. Don’t argue.
3. Make sure you know the real issue.
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14. Lead Closure in Real Estate
• Timing.
• Learn to Apply Closing Techniques.
• Help Clients Realize that the Property is Right for them.
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15. Roles & Responsibilities
1.
2.
3.
4.
5.
6.
7.
Sales Head :
Project Manager:
Employees:
Human Resource:
IT executive:
Support Staff/Operation Team:
Designing Team:
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16. Sales Head - Roles & Responsibilities
• Prepare a marketing plan/strategy and communicate to all
team members
• He / She should visit the new project at least twice for first 15
days.
• He / She should constantly monitor on the progress of all
marketing, branding, targets and incentives with respective to
the plan and take corrective actions when needed. It can be
done even by conference call with employees who are
assigned on that project.
• Plan and prepare recruitment Vidya Bhagwat
Trainings by plan explaining job profiles

17. Project Manager/Coordinators
- Roles & Responsibilities
• He should conduct meeting on daily basis with his juniors for
first 15 days.
• He should report to the respective Sales head on daily basis for
first 15 days.
• In case of any issue with Customer PM should inform to his
respective Sales head for the further action.
• Sales should be first Trainings by Vidya Bhagwat be well aware of it
priority and PM should
and should take necessary actions to increase the Sale.

18. Project Manager/Coordinators
- Roles & Responsibilities
• PM should inform HR regarding employees who will be on new
project and from which date.
• Project Coordinator should give training to the employees about
the New Project.
• Project Coordinator should prepare Media and Marketing
Planning
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19. Employees - Roles & Responsibilities
• Everyone should reach at site by 10 minutes before given
time.
• Associates are not allowed to take Leave/ Weekly Off for first
15 days from starting of the project except emergency.
• For any booking related message they should follow the
standard format.
– Example
• Customer Name
• Project Name
• Area
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• Flat No.

20. Employees - Roles & Responsibilities
• Rate
• Customers Mobile No.
• Source
• Associates are expected to give test within 3 days from the
actual start of the project about project information.
• After the test and training associates are expected to handle
the site as well as the customers properly.
• For any escalation they should call Bhagwat
Trainings by Vidya their project
coordinator/project manager.

21. Human Resource - Roles & Responsibilities
• He/she should keep track of the attendance of the employees
for this particular project for first 15 days.
• Associates are expected to give test within 3 days from the
actual start of the project about project information.
• To keep the track for how many days Project Manager/
Coordinator has visited new Project.
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22. IT Executive - Roles & Responsibilities
• Creation of blogs, listing, Internet marketing for new project.
• Updating internal IT system data regarding Booking, Visit,
Enquiry, etc.
• Coordination with employees for filling data in internal
IT/CRM system
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23. Support Staff/Operations Team –
Roles & Responsibilities
• All required documents such as booklets, broachers, etc
should be provided onsite before actual start of the project.
• Operation guy should visit the actual site for at least twice
within first 15 days of start of the project.
• Coordinate with Home loan team and provide them the
information of those customers who wants home loan.
• Launching Kit i.e. Tie, Tags, etc should be ready at the time of
launching of new project.
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24. Home loan Team - Roles & Responsibilities
• Home loan team should be present at the time of
inauguration of any new project.
• Home loan team should assign an executive for this new
project and he/she should visit at least thrice within first 15
days.
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25. Designing Team - Roles & Responsibilities
• All the designing should be ready before starting of the
project i.e. Hoarding, Broachers, Advertisement, Etc.
• Media Planning should be done.
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26. Summary

27. Summary
• Lead generation is a marketing term used basically to
describe the generation of consumer interest or inquiry into
products or services of a business.
• Before launching of any project one should make awareness
about the project via Hoardings, pole kiosk in the area of the
project so that the people living in that area can know about
the project.
• Main aim for the advertisement is Bhagwat the maximum
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people at minimum costs.

28. Summary
• Enquiry form has to be filled mandatory when the customer
visits on site because it includes the entire information about
the customer.
• Make a list of all the objections your clients and prospects are
giving you that you would like to learn to effectively
overcome. And also try to answer and prepare for all those
questions.
• Effective closing has much to do with “timing,” or one’s ability
to recognize client’s buying signals and readiness to complete
the transaction.
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• Roles and Responsibilities should be clear to all project team
members

29. Q&A
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30. Assignment At The End of Session
• Assignment Nos 1, 2, 3, 5 & 6 from the list
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31. Assignment Post Session
• Describe the methods followed for lead generation and also
mention the 2 methods which you feel are effective and why?
• If a customer comes to you and says that he wants a 2 BHK at
a particular place but you have 3 BHK at another place then
what are the factors or the key points which you could tell the
customer by which he could be interested in the flat you are
selling him?
• Make a Report on the way a customer is behaved before
booking and after booking. And comment that is the
behavioral change necessary?
• Write at least 8 questions thatVidya Bhagwat customer could ask
Trainings by you think a
at the time of lead closure. And also answer all the questions
effectively.

32. Trainings by Vidya Bhagwat