Hyderabad is one of the fastest growing cities in Asia and there are new people moving into the city constantly for employment or business opportunities. More people moving in also means the quest for a roof over their heads. When software engineer Ashish Mazumdar moved to Hyderabad on a posting, his biggest concern was finding a home close to his and his wife’s workplaces and children’s school.He spent his weekends driving around the various neighbourhoods recommended by his colleagues. Not only that, he visited every estate agency in those areas. He gave them his requirements and waited for them to call. But, till today, he has not found a trustworthy agent or a good home with clear documents.
MAKING DREAM HOMES
EASY TO BUY
Artha Money has become the country’s first financial ’super market’ for the purchase of homes under one roof. Although a relatively new company which was set up last February, Artha Money has stormed the real estate segment in only a few months of its launch. Spearheading the operations is Suresh Rangarajan,a young and dynamic CEO of the company.His vision was to turn the real estate industry on its head and do away with the vices rampant in this unorganised sector. His aim was to change the way homebuyers went about searching for the perfect home for a lifetime of pleasurable living without being led down the garden path.
TRUST THROUGH TRANSPARENCY
The property sector has for long been known as an unorganised one without any stringent norms laid down.
This has encouraged several fly-by-night operators duping the public of their life’s savings for a home.
Artha Money started by changing this misconception right from the beginning, and building on developing trust among its clients. At Artha Money, customers fill in a simple registration form when dealing with the company. The form explains the commercial aspects of the relationship between the company and the customer. When the deal is sealed, the company presents the customer with a concrete invoice. Having the commercial aspects of the relationship underlined at the beginning of the procedure ensures that there is no ambiguity or cause for disputes later on.
The average realtor at Artha Money is in all aspects far removed from the typical neighbourhood real estate agent. The real estate team at Artha Money is manned by people who have had years of experience in the real estate industry and are experts in their own right. Their prowess and knowledge is leveraged by the company to guide customers on every aspect of the real estate deal right from price negotiations to legal aspects. “Your home is probably the single biggest investment that you make in your life,” says Rangarajan, “So naturally, you want to be absolutely sure of it. Gone are the days when all the realtor would do is show you houses and tell you what the price was.Today, customers expect their realtor to actually guide them, not just execute tasks.” The task of the real estate agent then is to assist you in making your decision and unwrapping the true potential of a project.
TECH-SAVVY POWERHOUSE OF STRATEGY
The marketing strategy at this trailblazing company is a 360 degree approach. The company’s strengths go beyond the team. Artha Money
is a marketing powerhouse to reckon with and that is probably why a large number of builders are approaching the company. “Selling is something that any real estate broker can give you,” says a reputed Chennai builder, “But we wanted to go beyond that. The marketing team at Artha Money designed a tailormade marketing plan for me right from the advertising, SMS marketing, road shows, e-mail campaigns and web advertising. Where a regular broker would have taken 2-3 months to sell 100 odd flats, we were able to achieve that within 3 days!”
But probably the biggest strength that the company is playing to is the scale of pan India operations.Having a network spanning 30 odd branches nationally has its numerous advantages. It can offer a customer a single-point relationship to buy or sell property across the country. So you can walk into an Artha Money branch and get all the information about what’s available, right across the city and not just Indiranagar or Koramangala!
Technology has also played its part in making this a reality. The company has built a state-of-the-art system that houses details of available property across the country so the search is easier. This saves a considerable amount of time for the customer, and is a far better experience.
PARTNERING PROGRESS
The strengths of the company don’t seem to have gone unnoticed. The company is now attracting the attention of other real estate brokers who want to partner with it. And, far from shying away from the “competition”, the company is actually embracing it. Suresh Rangarajan explains, “Smaller real estate brokers will find associating with us very advantageous. Besides the advantages of our database, Artha Money also helps them through marketing and advertising support. And we share up to 75 percent of the revenue from a deal with the real estate broker. It is a win-win situation for both. The broker is at an advantage because he rides on our brand strength and marketing acumen, while we steal a march over competitors because of the increased reach of our network. I guess what we’re really trying to do here is to build something like a Real Estate Exchange. Any broker is free to list with us and take advantage of our brand strength.”
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