Selling Usps Of The Real Estate Projects

For every marketer operating in a competitive or a non-competitive market

, it is always beneficial to do some sort of product differentiation which would set its own products different from the others. This differentiation helps in removing the constraints of pricing and marketing of products which are usually encountered in the competitive market conditions. These points of differentiations could also be the unique selling propositions (USPs) from the company aimed at driving the sales of the products. Though this concept originated in reference to the fast moving consumer goods industry, this is also applicable to every other businesses including that of the real estate. The real estate companies do describe their USPs in order to facilitate the differentiation of their products from the others. For example, the BPTP Discovery Park Faridabad project is based on the theme of children where special care has been taken of the requirements of a child while planning the project. Likewise, there are many other USPs which the real estate developers bank upon, some of which are:

1. Sports and health theme: As the name suggest the special focus is on the sports in these housing projects. For the residents, there might be a number of facilities for playing different sports. Using this theme, the developers might project the property to be promoting the health and well being of the residents.

2. Sustainability and Eco-friendly theme: Some of the buildings might be based on the themes of being sustainable and eco-friendly system in nature. There might be provision for water harvesting, making use of alternative and renewable sources of energy such as solar energy and having certain other systems which enable living in an environment friendly way.

3. Children theme: Children have their own set of requirements. They might need swings and other objects and facilities for playing in the gardens. Further, there might be a need to ensure greater safety for children in the society playground as well as in the interiors. A society themed on children such as the BPTP Discovery Park has provisions for all these facilities for the recreation and refreshment of children of all ages.

4. Terrace Garden and aesthetics theme: There has been a trend of having a terrace garden on the top of buildings. The terrace garden has many benefits. The housing projects having a terrace garden is a relatively new concept in India and there are few projects which use this concept. But, themes like these which give good aesthetic appeal and are useful for the living habitat are liked by the people.

There are some other features such as earthquake proof structures etc which are quite common nowadays and these can no longer be said to be the USPs of the project. USPs shall be practical, innovative and provide some real and substantial value to the buyers of the units. These USPs could be unit-centric or even the project-centric.

by: kamal bhatt

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