Till
recently seen as a crucial and emotional decision, buying a house has been
transformed into an online transaction: click, and you are done.
While a
traditional consumer believes in strict human interaction before homing in on a
property, new-age and tech-savvy consumers take a virtual tour of the property
and make multi-crore purchases online, defying the tradition of 'touch and
feel' while buying a house.
Moreover,
in digital transactions, local brokers and brokerage channels have no role,
thus saving the buying cost.
In last
three months, for instance, Tata Housing and Tata Value Homes have sold over
400,000 square feet through 450 apartments online, with sales value of over
`350 crore. Companies such as Tata Housing, Godrej Properties and Adani
Township are joining the digital media marketing bandwagon in a bid to
strengthen their online sales.
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