Revolutionizing Real Estate: How HoABL is Selling Plots of Land Online

The real estate industry has long relied on traditional advertising methods, favoring billboards over digital platforms and celebrity endorsements over innovative marketing strategies. However, The House of Abhinandan Lodha (HoABL) is challenging this norm by focusing on branding plots of land and moving a significant portion of its marketing and sales online. This shift is not only changing the way land is sold but also attracting a new generation of investors.

HoABL’s chief marketing officer, Saurabh Jain, discusses the challenges and strategies behind this innovative approach. According to Jain, one of the biggest marketing challenges is changing the perception of land investments. Land has been a traditional form of investment in India, but it is often seen as a complex and risky venture. Despite being a significant wealth creator, only a few people dare to invest in land due to its scarcity and the lack of transparency in the market.

To address this, HoABL has been working to educate potential investors about the changes in the land investment landscape. For instance, the Maharashtra government has introduced online registrations, making the process more accessible and transparent. This shift has been a crucial factor in HoABL’s strategy to make land investments more appealing to a broader audience.

One of the most innovative steps HoABL has taken is its partnership with Zepto, a popular quick-commerce platform. The collaboration aimed to bring land investments to the attention of a wider audience. By allowing users to show interest in land investments directly on Zepto, HoABL was able to reach a large number of potential customers, including those who were not aware of the online options available.

The partnership was a resounding success. Within a few days, over 6,000-7,000 people showed interest in land investments, not just in the target market of Delhi but across India and even abroad. The ease of the process—buying land in just 10 minutes—caught the attention of many, making the concept more tangible and accessible.

While traditional advertising still plays a role, it now accounts for less than 30% of HoABL’s total marketing spends. The focus has shifted to leveraging digital platforms and creating engaging content that resonates with a younger audience. This has led to a significant change in HoABL’s customer base. The company is seeing a growing number of younger investors, particularly those in their 30s, who are based in major cities like Mumbai, Delhi, and Bengaluru but are investing in land in locations like Ayodhya, Alibaug, Goa, and Vrindavan.

The shift in marketing strategies is also reflected in the way HoABL presents its projects. While luxury and ultra-luxury lifestyles are still a part of the appeal, there is a growing focus on offering a great lifestyle that is rooted in Indian traditions. For example, in Vrindavan, the project includes a meditation garden and a recreation of the city’s historic charm, alongside modern amenities like swimming pools and gyms.

Celebrity endorsements have traditionally been a cornerstone of real estate marketing, but HoABL takes a more nuanced approach. While they have partnered with well-known figures like Amitabh Bachchan, Kartik Aaryan, and Kriti Sanon, the decision to use celebrities is based on their genuine belief in and investment with the company. In some projects, such as those in Nagpur and Vrindavan, HoABL has chosen not to use celebrity endorsements at all.

This innovative approach to real estate marketing is not just about selling land; it’s about creating a new narrative around land investments. By leveraging digital platforms, educating potential investors, and offering a blend of traditional and modern amenities, HoABL is setting a new standard in the industry. As the market continues to evolve, the company is well-positioned to attract a new generation of investors and redefine the way land is sold in India.