Real Estate

IMRB International is well placed to serve the different market research needs of the real estate sector. Towards this end, we have set up ESTATE.

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Estate

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The real estate sector today is in a consolidation phase after the rapid growth in the first half of the decade. The supply is yet to match the demand for housing, be it the premium segment or the affordable segment. This growth in the market has led to a renewed need for the players in the market to gain an understanding of the consumers’ minds. The reason: opportunity for growth is huge and the opportunity cost very high.

IMRB International is well placed to serve the different market research needs of the real estate sector. Towards this end, we have set up ESTATE

Estate is the specialized vertical that looks after the varied market research needs of our realty sector clients. Estate provides comprehensive research services to a host of leading Indian and Multinational companies in the real estate and property services space. We have worked closely with our clients on projects in different locations across India to understand the market for Commercial, Housing and Government spaces.

We collaborate with our clients to scan the consumers’ mindscape and find their idea of their perfect home or their perfect office space and then help our clients’ marketing teams to map out their plans in as much detail as possible.

Whether it is about developing a new project by studying the catchment area, or helping plan an upcoming project, testing a concept home, investigating the motivations for a particular housing segment or expanding our understanding of what makes a particular brand connect with the customer, or finding out the optimum price that a consumer is willing to pay for a space, we provide the solutions.

Team Estate has worked with its clients to find out what makes a consumer make the final buying decision in this high involvement category. Whether Vaastu Shaastra works or Feng Shui? Or is it the lake view that will gain precedence over the door direction? Fundamental questions such as these are looked into in detail. We have done wide-ranging research which has enabled us to find out whether brands matter, how amenable are customers to the idea of sustainability and what role do tie-ups with financers such as home loan providers play in the final decision.

Studies by Team Estate

Brand Building

Market understanding
Corporate Image Studies
Brand and Image monitoring

Product / service

Catchment area studies for Customer Profiling
Project Concept evaluation
Project launches and market entry studies
Pricing studies to arrive at optimal pricing solutions
Studies to identify Triggers and Barriers
Segmentation studies as per client requirements
Understanding Customer Preferences for facilities within & outside the apartment
Understanding the lifestyle and media habits
Studies on attitude and behaviour on real estate products and services