Housing.com

Subject : Marketing Management 2
Group : Abhishek Dimri (G23059), Arpit Bansal (G23067), Manorma Jha (G23081) ,
Ritesh Kumar (G23095), Suraj Das (G23110) and Vidit Rawat (G23114 ).
ASSIGNMENT : HOUSING.COM – MARKETING A SERVICE OFFERING
1. Objective of the case study

The objective of the case study is to analyze Housing.com’s strategy in the backdrop
of tremendous growth of real estate, identify gaps in services and seek solutions as
to how the company could provide a world-class solution to deal with problem of
information asymmetry and transparency in the Indian real estate industry.
2. Brief on the Online Property Portal Services in India
Technology based solution in form of online property portal was launched in 2005
with 99acres.com. Thereafter, key players including Magicbricks.com,
Indiaproperties.com, Commonfloor.com, Housing.com entered the arena. In 2014
online portals garnered around 3% of total real estate industry transactions for an
approximate value of $232 Million. Online portals evolved from property listings as
classified to search options on map, 3D views, verified photographs to host of
services like online rent agreement, customized house loans etc
3. Service GAP model Based on the difference between the expected services
and the actual perceived service the gap established for Housing.com is as under
GAP 1 (Customer’s expectation & Management Perception ) –
 Customer wanted to avoid paper work for rental agreement
 30000 may-days of productivity wasted annually, from a countrywide
perspective
GAP 2 (Management Perception & Service quality specification)-
 Housing.com wanted to expand and include more data collectors.
 It wanted to give landlords an application that included steps and instructions
on how to take photo on their property and wanted to organize training
sessions for agents
GAP 3 ( Service quality specification & Service delivery) –
 Housing.com helped users to avail themselves with customized loans to
finance their purchase online.
 The website partnered with six top financial institutions and provided the
services online.
GAP4 ( Service Delivery & External Communication) –
 A lot of new services were added like online rental agreements and home
loans
 In 2014 it emphasized incremental differentiation in services
GAP 5 ( Perceived Service & Expected Service) –
 The users are able to see less number of leads in paid subscription .
 More number of leads generation are expected by the users .
4. Segment of Customers - Housing.com catered for two key segments which
were it’s customer in about 45 Tier I & Tier II cities for residential, retail, hospitality
and commercial purposes. Details are as under :-
(a) Sellers – It included brokers, builders, developers and landowners.
They listed their properties online on it’s portals.
(b) Buyers – It consisted of the end users who searched the portal for
houses or property.
4. Value Created
Value Creation by Housing.com
Sellers Provided inputs such as rent ,property area ,security
deposit ,facilities available etc. These data would enrich the quality
and volume of the services of the platform
Buyers Buyers would search for their dream authentic houses in proper
locations. These data would help housing.com to gather insight
about users choice.
Housing.co  Value-added innovations in services
m  stamp duty was paid by housing.com and rental agreement
saved user time.
5. Problem Statement
(a) How can Housing.com encourage more listings on website by the
seller segment?
(b) How the traffic on the website be managed efficiently and more visitors
be encouraged ?
(c) How to win the trust of the sellers and the buyers and forge a
relationship with them? Which segment should it concentrate on?
(d) How the company provide a world class solution to deal with the
problem of information asymmetry and transparency and fill the gap in
services provided by it?
5. Strategic Context
Resources and capabilities
Competitors
Target Customers
The external Environment
5. SWOT
Strength Weakness
 Housing.com provided  Procedure of getting property
authenticity of the listings .But listed was long and tedious.
the other existing players were  Concentrating only on Indian
not able to provide. market and not accepting
 Map based search option .This international offers from the
can pin the properties onto a companies from middle east .
virtual map that allowed the user  Not enough customer inquiries
to locate them. were generated from the site.
 stamp duty was paid by  The sellers were not happy about
housing.com taking of the photos of their
 Lot of new services added like - property .
online rent agreements and
home loans etc.
 Loan facility and collaboration
with 6 partner banks.
 Owning data science lab
Opportunities Threat
With the change in the national Govt. in  The brokers in India were not
2014, the economic growth picked well educated ;hence, their
up .The demand is expected to rise .A approach to business
35 percent surge had been reported in management often lacked
the number of inquiries with property professionalism. Brokers treated
dealers made by interested NRIs. such websites only as a medium
 Only a few formidable to attract customers.
competitors . 
6. Options
(a) Competitive Advantage
(b) Marketing Plan
(c) Strategic Intent
(d) Product Strategy
(e) Customer Engagement and Loyalty
7. Decisions
(a) Immediate Basis
(b) Futuristics
(c) Dimensions of service quality
Reliability
Responsiveness
Assurance
Empathy
Tangibles

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Subject : Marketing Management 2

ASSIGNMENT : HOUSING.COM – MARKETING A SERVICE OFFERING

1. Objective of the case study

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