Housing.com’s search for faster and more cumulative revenues looks to be taking some shape at least. The controversial brand has now launched Brand Falcon, which is looking to act as a platform that provides solutions like marketing and branding to real estate developers.
The new product is aimed at providing real-estate developers with a powerful and effective medium to communicate their brand story to consumers. The solutions are targeted to provide social experience to consumers.
Brand Falcon will enable developers to establish a premium digital identity – for the parent developer brand as well all standalone project brands in the portfolio. It will provide high definition digital content like Brand Highlight Video, Guided Project Walkthroughs & 360-degree Panorama. It will also provide the much desired premium brand positioning to real estate projects.
The level of sophistication and customisation the product offers is an industry first. We believe that the reach it will provide to developers within relevant audiences is unparalleled
– Jason Kothari, Chief Business Officer of Housing.com
The product is highly customizable and is offering multiple templatized options to choose from. It provides highly engaging content, live chat feature for instant query resolution and online booking facility.
Initially, it will only cater to Tier I cities and look at top 60 real estate companies, as per multiple criteria like popularity and business size. This could also be a move targeted to generate better revenues, considering that real-estate developers in Tier I cities have a much higher spending power and tech-savvy approach, as compared to Tier II/III cities. Brand Falcon will be managed in house by housing, and the content will be provided by clients, it will be designed and curated by company’s team.
The pricing for this service will be premium, as compared to other traditional online advertising like banner or side ads. Specific details have not been revealed by the company.
Dr. Ananta Singh Raghuvanshi, Executive Director – Sales & Marketing, DLF Universal Ltd, said,
The internet ads have not evolved since ages and there is a strong need for new ad formats. The first imprint of Housing’s new branding solutionBrand Falcon seems highly impressive. I see this product filling the gap for big developer brands who are looking for newer and effective mediums to create strong brand presence amongst consumers.
Housing.com was founded by 12 IIT students, including Rahul Yadav, Advitiya Sharma, Vaibhav Tolia, Ravish Naresh and Amrit Raj in 2012. However, four of them left company, which now has eight of its founders remaining.
Till now, it has raised around $139.5 million in 4 funding round from Nexus Venture Partners, Helion Venture Partners, Qualcomm Ventures and SoftBank Capital. The company has 6,000 brokers and serves 40 cities in India including Mumbai, Bangalore, Kolkata and Delhi.