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Tata Value Homes Brilliant Marketing Strategy Pays Off

Monday, December 16, 2013
By A Business Reporter

Company sets a new record by selling more than 50 homes online in 4 days; Underscores the Success of the Online Format with sales of over Rs 25 Crore.

Tata Value Homes Limited, a 100% subsidiary of Tata Housing Development Company, amongst India’s fastest growing real estate company concluded India’s first–ever online home booking with sales totalling more than Rs.25 crore. Impressively, it homes sold more than 50 apartments in four days with payments via debit and credit cards during the Great Online Shopping Festival by Google. Out of the over 50 apartments that were sold, around 40 % were bought by people from tier 2 cities and NRI’s contributed a little over 30 % to the overall sale.

This well-priced sale offer attracted buyers from places like UK, US, Kenya, Malaysia, Dubai, Muscat globally and cities like Jodhpur, Ajmer, Baroda, Surat, Kanpur, Mangalore, Chikmangluru and others in India. With this offer, TVHL gave buyers access to a wide range of attractively-priced homes available at the click of a button, and was accompanied by parallel offers by parent company Tata Housing. Tata Value Homes (TVHL), a 100 % subsidiary of Tata Housing was the only real estate player to feature in the online sale.

Speaking on the same, Brotin Banerjee, MD & CEO at Tata Housing said, “Our partnership with google is in line with our endeavor to enable ease of transaction for our consumers. We have being thinking about integrating an online payment mechanism for quite some time but finally decided to go ahead with it when google offered us an opportunity to be a part of GOSF. Increasing demand for portable and online transactions by consumers was another reason to participate in GOSF.”

“While we were expecting an overwhelming response from metros, we were quite surprised with the response from NRI’s and Tier 2 cities in our properties. The success of this sale strengthens our belief that the accessibility and convenience of the internet makes it an ideal medium for end-users and investors alike. Following the success of this inaugural sale - where both the marketing of the sale, and the transaction itself, were conducted purely online - we plan to add several more to the calendar, providing consumers more frequent avenues for accessing quality homes,” he added.

Tata Value Homes’ integrated payment gateway offered an exclusive 30:70 scheme with a booking amount of only Rs. 20,000/-. Following which the buyer will have to pay 30% of the amount within 45 days and 70% of the amount on the possession of the apartments Along with Tata Value Homes, Tata Housing focused on Premium and Luxury housing also received an overwhelming response from NRI’s and consumers from Tier 1 & 2 cities during the Great Online Shopping Festival. Out of the close to 300 leads generated during the festival, around 30% was from NRI’s, 30% was from Tier 1 and Tier 2 cities and rest was from metros. Tata Housing’s projects with special offers were Amantra (Mumbai), Aveza (Mumbai),Primanti (Gurgaon), Ariana (Bhubaneswar), Riva (Bengluru) The Promont(Bengaluru), and Myst (Kasauli)

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