Real estate marketers set up shop at malls to hook buyers

Property dealers are increasingly taking to fishing for buyers at malls. Last month, MCHI held an exhibition in Raghuleela mall, Kandivli. It is planning a second exhibition in Neptune mall, Bhandup.

Real estate marketers set up shop at malls to hook buyers

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u00a0A Disha direct stall at the Shoppers Stop in Mulund

Disha Direct, a marketing company, has since February 8 been using stalls booked in seven Shoppers Stop outlets across Mumbai to sell residential properties.

Santosh Naik of Disha Direct says mall patrons are the sort who will buy the second homes they are selling. "Our target buyer is the sort that visits malls. The second homes we are trying to market are in the range of Rs 5 lakh to 1 crore. We are happy with the response. We got over 100 serious inquiries in the first week itself," said Naik.

Zubin Mehta of the MCHI, said the exhibition at Raghuleela Mall in Kandivli was a success. "Malls are readymade, centrally air-conditioned places that are visited by people from all walks of life. It is a good place to showcase your property," Mehta said.

Khushal Kulkarni, software engineer, who intends to buy a residential property soon said he liked the idea of shopping for properties at the mall like one would shop for apparel.u00a0 "I think holding property exhibitions and stalls in malls makes a lot of sense," said Kulkarni.u00a0u00a0

Real estate analyst Rupesh Sannkhe says selling real estate from malls has multiple benefits. "We get serious buyers who are often hunting for a property but don't know where to look for it. The builders are doing the right thing by gauging the buyer's needs," said Sannkhe.

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When any one shows interest in the property showcased at the malls the builders take them on a site visit where the deal is finalised later. According to Santosh Naik of Disha Direct, malls that are visited by more than 2,000 people on weekdays and around 5,000 on weekends are ideal for marketing properties.

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