CRM in Real Estate: Velocity or Vanity?
Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?
I am a Real Estate professional with over 30 years of domain experience that spans commercial office space, residential, retail, and warehousing assets. Have worked with some of the country's reputed developers, as well as an international property consultancy.
My core competency lies in office space assets, as I have been working in this domain since 1998, when the first business park was established in India at Whitefields, Bangalore.
Q2. With your pan-India experience, which cities, corridors, or asset segments look attractive in data but prove hardest to scale commercially, and what is most often underestimated?
One of the most prominent assets in the real estate segment is the office space asset, specifically a mixed development project which usually is established not in the CBD of any city but in the periphery, which grows to become a destination by its sheer presence or grows to become a catalyst that helps the city to evolve into a new satellite city, helping to decongest the main CBD. Cities like Bangalore, Chennai, Hyderabad, and megacities like Mumbai and Delhi are already leading on such projects.
Q3. Where have digital tools or CRM systems meaningfully improved sales velocity or visibility, and where have they struggled to deliver real commercial ROI?
In today's world, many CRM tools support both sales and customer after-sales services, and even manage leases. They support by providing data for strategic decisions, actions, and planning, and also help enhance team productivity and guide sales team action plans and their reviews. However, gaps open up in real-time situations, there are unclear issues around customer satisfaction, and there is a flagging of a perceived revenue stream course correction.
Q4. Where do ESG or regulatory requirements most constrain feasibility, timelines, or margins, and how do experienced operators manage those trade-offs?
Larger developers or corporates do not really have many issues with ESG, and in certain or rare cases, it's on the governance front that issues crop up. When it comes to unclear or new government policies that have not quite become the norm, these would affect timelines, and the consequences would put pressure on margins, given capital costs and other such issues. However, in many cases, with strong presentations from business bodies and associations, such matters are tackled and well managed, and most corporates do this through their in-house business or strategy teams.
Q5. Which part of today’s real estate value chain appears most vulnerable, and what early indicators signal stress before outcomes are affected?
For assets like commercial office space, issues that affect global business and economies will directly impact the offtake of space, and in some cases it will lead to vacating office space, and or consolidation of large space to smaller units etc. similarly for retail assets like malls etc, continued negative economic impact will lead to many small time retailers or for that matter even larger retail companies to reduce their cash burn by reducing the number of outlets or closing down too.
Early indicators like the current situation in the US and Europe, would make most companies to review their office space offtake to some extent or use a wait and watch policy before they consider large employee hire or ramp up, and are likely to look for real estate alternatives like flexi office space or short term office space like a co-working space in lieu of vanilla office units.
Q6. From your turnaround experience, which strategies look strong on paper but face the greatest execution challenges, and where do they typically break down?
In many cases large corporates sign up office space take up where million plus sqft of space is signed up with part immediate and the rest on a telescopic assignment of take up over a period of time, over which they have a timed take up option to lease, in such cases, depending on the economic situations, companies do not excercise the option to lease and vacate, this impacts both the lessor and lessee!
Q7. If you were an investor looking at companies within the space, what critical question would you pose to their senior management?
If the investments are fairly large and the developer has clients with large space take-up, I would ensure that the financial tie-up with the tenant is watertight. The developer can ensure that, in the event of a company moving out, the large vacant space can be replaced with new tenants within a timeframe that won't negatively impact rental yield! Strategically, as an investor, I prefer mid-sized tenants to very large space occupiers, as mid-sized tenants won't leave large, unoccupied/vacant spaces that will impact rental income.
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