Online real estate company Housing.com has announced the launch of its latest TV and digital advertising campaign, Parr…se Perfect. The brand makes it easier for consumers to buy, sell and rent homes through this his 360-degree campaign. The brand plans to invest around Rs 40 crore in advertising over the next 12 months.
Additionally, the brand is just beginning to establish a presence in Tier 2 cities. His Snehil Gautam, Chief Growth and Marketing Officer at Housing.com, said Afaqs: About the company’s growth plans, advertising expenses, etc.
Redacted excerpt: What are the consumer insights behind the
campaign?
Buying a home is the biggest purchase a person will make in their lifetime. People are always skeptical when it comes to finding a home. We are sharing this issue with consumers through our latest campaign.
Hence the campaign title Parr…se Perfect (Parr means “but” and refers to the question everyone asks when buying or selling real estate)
On the property-seeking side, the target demographic is 25-35 year olds living in Tier 1 cities.
Thus, the characters in the campaign are a dual-income couple with no children.
What is the media mix for this campaign?
Our campaign is a 360 degree marketing campaign, but we plan to invest more in TV and digital avenues such as OTT, YouTube and other social media platforms. Consumer preferences regarding media consumption have changed over the past two years. Our TG is changing the media mix across OTT and social media platforms as we move from TV to consuming content on digital media.
Have consumer preferences when buying and selling homes changed, too? The pandemic has caused a huge increase in property listings and sales as people have realized the importance of owning a home. Hybrid labor policies also increased the dynamics of the industry and had a significant impact on sales.
Another thing we have recently observed is an almost 200% increase in the number of users from Tier 2 cities on our platform. Our consumers know that the internet is the only way. The pandemic has forced consumers to adapt and embrace the internet as a way to buy and sell homes.
How do Tier 2 consumer needs differ compared to Tier 1?
Our business is focused on Tier 1 cities. 80% of our business is from Tier 1 cities and we are more focused on Tier 1 cities. We have just started monetizing Tier 2 cities. I’m trying to figure out if there are different insights for Tier 2 and Tier 1 cities.
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