Game-changing innovation is the cornerstone of our approach to business
Let me teleport you back to the pre-pandemic era when getting your hands on quality non-branded land took a long sequence of arduous tasks.
Between lengthy meetings with several real estate agents, missed and rescheduled appointments, and mountains of paperwork, the cause would very certainly be lost. The real estate sector, which is currently worth $200 billion, is still hostile to technology, and most firms continue to work out of dingy government offices using cumbersome traditional procedures, making this sector more inefficient.
While every consumer sector adapted to technology rapidly, there is very little that was done in this sector. To be fair, real estate has time and again delved into some virtual experiences (AR/VR-based site walkthroughs, and virtual expos), however, these have been far few to make a difference and mostly with a tacky tech experience. Thus, nothing significant to move the needle.
“At HoABL, we dare to think and act uniquely to achieve outcomes that go above and beyond expectations.”
For instance, though real estate has advanced to digital marketing, the acquisition process is still mostly offline and physical. There is no nuanced consumer awareness of various real estates classifications, such as flats Vs villas or developed development Vs land, even within digital marketing. For a category that is not necessarily driven by an impulse like FMCG, simple ticket size differentiation will not work for this industry. Recognizing these flaws, we used innovative technology to our advantage and tailored it to our work culture.
Break the norm, build the new normal In his book ‘Good to Great’, Jim Collins, the business whisperer, says: “Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice and discipline.” For us, innovation is that choice; the discipline. It is now fundamentally integrated in our DNA. Game-changing innovation is the cornerstone of our approach to business and it has helped us differentiate as a company. At the time of our launch, we had the nous to gauge a changing market landscape and, in line, methodically create a new category - a category that within a matter of days changed the way land was sold over centuries. At HoABL, we dare to think and act uniquely to achieve outcomes that go above and beyond expectations.
From necessity to opportunity Truth be told, we did start by intending to sell ‘land’, the way it is. However, the peak-Covid phase overnight changed our outlook towards converting a high-involvement and essentially touch-and-feel buying process into an online-only journey. Partly by chance, but largely by design, we re-engineered consumers’ entire land-buying journey right from discovery to purchase and embarked on an online-only opportunity. It was unheard of for a project to sell out and have 2.5 times as much interest from simply online sales. But we did it! Since then, we've infused the power of new and unusual into everything we do. We are using technology to transform our online interaction into an unforgettable consumer experience; our 3D virtual site experience assists clients in visualizing their land parcels. Our cutting-edge technology Gigapixel provides customers with a 360-degree aerial image of the entire land parcel. A category is created when all the stakeholders partake in the ongoing innovation. We involved financial lenders in reinventing the potential of ‘leverage for land’ by improvising on their incumbent loan products. Through us, consumers can now access financial options that were unheard of in the land business. This approach is also fundamental to our four pillars: Land, Technology, Wealth, and Brand. The interplay of these pillars is what defines us as a company and hence, each of these pillars is consistently repurposed by continuous innovation, which results in a superlative consumer proposition. The next time you hear ‘SOLD OUT’ for any of our projects, remember that these were the ingredients. Just the beginning We see ourselves as one of India’s foremost consumer-tech companies in this space and are working towards realising this vision through a one-stop destination for customers and new buyers alike. To improve our awareness of our consumers and, consequently, the effectiveness of our marketing initiatives, we are making significant investments in the technological transformation of its CRM division. Imagine a tech platform that enables you to find, explore, experience, own, manage, and sell your land. Not just that, but it enables you to explore new opportunities. All of these and more are possible using our consumer app. What has been tagged as an ‘immovable’ property for centuries, just moved into your smartphone thanks to our vision of thinking ahead. A day will come when this same app shall facilitate tokenisation or the establishment of metaverse lands. We have performed better because of the company's conscious choice to prioritize innovation as a core competency. Innovation is our way of life, a way of embracing change, taking risks, and looking for new and better ways to do things. By incorporating innovation in HoABL culture, we have the unique opportunity to solve land for India - one acre at a time. In my opinion, this is the only factor that will enable us to change the history associated with land transactions and create history for ourselves as India’s largest branded land developer.
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