Bringing about India's first Zero-touch, Digital-only Project Launch
Overview
The Covid-19 pandemic caused homebuyers to prioritize health over everything else, making them hesitant to visit sites in person. Although much of the product research was happening online, the final purchase depended on a site visit. Mahindra Lifespaces became an early adopter, realizing it was the need of the hour to enable end-to-end online sale of homes, and approached Sell.Do.
Mahindra Happinest® launched its newest project, Happinest Palghar, by leveraging Sell.Do. For the first time in Indian real estate, the entire sales process was completely digital — executed with a mobile-first platform designed exclusively for Mahindra Happinest, dismissing the need for face-to-face meetings and physical visits.
Challenges faced by Mahindra Happinest®
Homebuyer Challenges
- Homebuyers were hesitant or unwilling to visit sites in person due to health risks.
- Family members were unable to participate in the traditional buying process, preventing collective family decisions.
- Late adopters of technology found online portals difficult to use, creating a need for an easy-to-use platform.
Sales Challenges
- Mahindra needed a solution for end-to-end digitization of sales, marketing automation, virtual site visits, e-payments, and post-sales.
- Generic CRM tools missed critical features inherent to real estate.
- Traditional sales made it difficult to engage digital natives like millennials and NRIs.
Channel Partner Challenges
- It was difficult to collaborate remotely with in-house sales teams and channel partners.
- Channel partners found it difficult to align with developers' sales strategy.
- Inability to track in-house sales and channel partners in real-time; managing commissions offline was tedious.
Solution
With Sell.Do, Mahindra Happinest challenged conventional thinking and proved that homes can indeed be sold entirely online. Here's the entire process:
Homebuyers viewed ads online and registered information.
Relevant target segments were engaged and pushed through the sales funnel via lead-nurturing campaigns.
Virtual interactions with interested homebuyers via video conferencing and SlideShare.
Channel partner collaboration made seamless with easy inventory tagging, digital walkthroughs, online meetings and slotting.
Homebuyers were provided a safe and convenient project viewing experience through virtual walkthroughs.
Customers could see select apartments of choice, view floor plans, pricing and other information in real time.
Booking process simplified with online KYC verification, e-documentation and e-payments.
Results
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