Ad War In Affordable Housing Begins

All of a sudden, in the world of realty, affordable housing has become hot - and true to that proposition the segment has triggered informal marketing blitz. I had mentioned about the affordable housing of TATA's in my previous post. Just two days after Purvankara Group's subsidiary Provident Housing Limited announced the launch of Welworth City on Doddabalapur road, another firm has launched an advertisement (ad) campaign - which seems to target the prospective buyers of Welworth. Confident Group, a well known, realtor in City, has made statements like: 'an affordable home must also be in an affordable location', and said Sarjapur is a better location than an area 30 kilometres from Bangalore, hinting at the distance of the Provident project. The ad said your home (for the middle class) needs to be close to your day-to-day requirements. 'Will you change your office or your children's school just to accomodate into an affordable home?' it asked. These days, most of the big names in the real estate sector are eyeing affordable housing business and have woken up to the potential of the middle class in the middle of a slowdown. By using such marketing gimmicks, they aim to attract potential buyers.

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