Marketing and CX Enforcing Ripple Effect on Real Estate
Dr. Vishesh Rawat, Vice President & Head of Marketing, Sales, & CRM, M2K Group, 0
In the real estate sector, delivering an exceptional customer experience (CX) centers on recognizing and addressing customer needs at every stage of their journey, starting from pre-sales inquiries to hand-holding and providing correct information to customers during the sale process, extending support & exceptional customer service after the sale transaction is completed. This requires attentive listening, prompt communication, tailored interactions, and providing accurate information to the customers. Moreover, it involves exceeding expectations to create lasting impressions and conducting follow-ups after transactions to boost customer delight and loyalty. In an exclusive interview with CEO Insights, Dr. Vishesh Rawat, Vice President & Head of Marketing, Sales, & CRM, M2K Group, shares his insights on the importance of CX, technology, and team building.
How have the marketing gaps in real estate evolved in the digital age?
India currently boasts of over 900 million internet users, a number that continues to rise daily. The number of internet users has been increasing at an annual rate of 14 percent. In the real estate sector, the adoption of technology is steadily climbing as well. There was once a strong reliance on print media such as magazines, newspapers, and various other publications. For branding and especially lead generation, digital platforms are crucial. As marketers, we recognize the importance of allocating a significant portion of our resources and budgets to digital marketing while introducing new products or running ongoing campaigns. However, print advertisements still carry a sense of credibility & authenticity that customers appreciate. Furthermore, in the real estate industry, technology is essential in every aspect—including design, project management, construction, sales, after-sales, and accounts.
What strategies have you implemented to elevate the customer experience in real estate?
The customer holds a paramount position. We strive to provide one to one, quick & a positive experience at every touchpoint with our customers. We utilize Enterprise Resource Planning (ERP) systems, which allow us to document every customer interaction, ensuring accountability. It is essential for our Customer Relationship Management (CRM) team to provide real time service to new customers in order to provide seamless services. In today’s busy, fast-paced life, customers expect quick and real-time information and speculations. Customer
expectations have increased manifold. Therefore, we must not only meet customer expectations but also exceed them. Exceeding expectations leads to what we refer to as customer delight. When customers are satisfied, they become our advocates and brand ambassadors, sharing their positive experiences with others.
What is your strategy for handling organizational expectations, resources, and marketing campaign outcomes?
I feel fortunate to be part of the M2K Group, where ethics and transparency are top priorities. I consistently emphasize to my team the importance of being completely transparent. Throughout our company’s history, we have fulfilled every commitment we've made. We ensure timely delivery & quality construction, which is essential for any builder. We also align our marketing strategies with realistic deliverables, making sure that what is promised is exactly what is delivered. By managing resources effectively and fostering strong coordination across teams, We strive to ensure consistent outcomes and build long-term trust in the brand.
What are your thoughts on incorporating Gen Z into the workplace?
I’ve noticed that many Gen Z professionals approach their careers with great urgency and ambition. This energy can be a strength that reflects drive and enthusiasm. However, it’s also common to see them enter interviews with unrealistic expectations that may not align with workplace realities. Some assume that a degree alone qualifies them for leadership roles and associated perks, without fully considering how they can contribute to the organization. These assumptions can be challenging during the hiring process. That said, each individual brings their own perspective, and it’s natural to have aspirations. Companies, in turn, look for a shared path of growth, where both the employee and organization benefit. Gen Z certainly has the potential to make a meaningful impact, especially with their fluency in the digital space.
Also Read: Industry, Academia and Government Synergy Disentangling Societal Challenges
What are your thoughts on sustainability in real estate?
We must take care of the earth we inhabit and build responsibly for the future. This is a principle we consider non-negotiable. If we fail to adopt sustainable practices and prioritize eco-friendly development, future generations will face serious challenges. Sustainability to us means utilizing materials and equipment that are environment friendly. Water conservation, and energy-efficient buildings. These efforts are crucial, and clients are increasingly aware that if we create a commercial building & infrastructure, they are willing to pay more for it because they recognize its environmental benefits. As developers, we recognize that growing customer demand and trust in sustainable features only strengthen our commitment to using eco-friendly materials, energy-efficient designs, and environmentally responsible practices.
What is your strategy for handling organizational expectations, resources, and marketing campaign outcomes?
I feel fortunate to be part of the M2K Group, where ethics and transparency are top priorities. I consistently emphasize to my team the importance of being completely transparent. Throughout our company’s history, we have fulfilled every commitment we've made. We ensure timely delivery & quality construction, which is essential for any builder. We also align our marketing strategies with realistic deliverables, making sure that what is promised is exactly what is delivered. By managing resources effectively and fostering strong coordination across teams, We strive to ensure consistent outcomes and build long-term trust in the brand.
Companies, in turn, look for a shared path of growth, where both the employee and organization benefit
What are your thoughts on incorporating Gen Z into the workplace?
I’ve noticed that many Gen Z professionals approach their careers with great urgency and ambition. This energy can be a strength that reflects drive and enthusiasm. However, it’s also common to see them enter interviews with unrealistic expectations that may not align with workplace realities. Some assume that a degree alone qualifies them for leadership roles and associated perks, without fully considering how they can contribute to the organization. These assumptions can be challenging during the hiring process. That said, each individual brings their own perspective, and it’s natural to have aspirations. Companies, in turn, look for a shared path of growth, where both the employee and organization benefit. Gen Z certainly has the potential to make a meaningful impact, especially with their fluency in the digital space.
Also Read: Industry, Academia and Government Synergy Disentangling Societal Challenges
What are your thoughts on sustainability in real estate?
We must take care of the earth we inhabit and build responsibly for the future. This is a principle we consider non-negotiable. If we fail to adopt sustainable practices and prioritize eco-friendly development, future generations will face serious challenges. Sustainability to us means utilizing materials and equipment that are environment friendly. Water conservation, and energy-efficient buildings. These efforts are crucial, and clients are increasingly aware that if we create a commercial building & infrastructure, they are willing to pay more for it because they recognize its environmental benefits. As developers, we recognize that growing customer demand and trust in sustainable features only strengthen our commitment to using eco-friendly materials, energy-efficient designs, and environmentally responsible practices.