Summer Internship Report On:

“Mapping The Expectations Of Channel Partners In Real Estate”

Mentor

Prof. Anupa Barik

Prof. Avirupa Bhaduri

Submitted by

Soham Guha- PM2022040

 CERTIFICATE FROM THE INSTITUTE GUIDE:

This is to certify that the Project Work titled “Mapping The Expectations Of Channel Partners In
Real Estate” is a bonafide work of Mr. Soham Guha Roll No: PM2022040 carried out in partial
fulfillment for the award of PGDM Trimester 4th of ISB&M, Kolkata under my guidance. This project
work is original and not submitted earlier for the award of any degree / diploma or associateship of any
other Institution.

Place: Mumbai

Date: 30th September 2023

Signature of the Guide

 CERTIFICATE FROM THE INDUSTRY GUIDE:

This is to certify that the Project Work titled “Mapping The Expectations Of Channel Partners In
Real Estate” is a bonafide work of Mr. Soham Guha of ISB&M, Kolkata under my guidance.

Place: Mumbai

Date: 30th September, 2023

Signature of the Guide

Designation: Manager
 Declaration of the student

I,Soham Guha, a student at the International School of Business and Media in Kolkata, hereby certifies that I
am the author of the project "Mapping The Expectations Of Channel Partners in Real Estate" for Homesfy
(Craft Financial Advisors Pvt. Ltd.), a Mumbai-based company. In this project, I'm providing a verifiable
record of the work I completed as part of my summer internship assignment for the PGDM program. I've
prepared and presented all the information objectively.

Location: Mumbai

Date: 30th September, 2023

 Acknowledgement

With super satisfaction I would really like to present this task file for Homesfy (Craft Financial Advisors
Pvt. Ltd.), Mumbai. It has been a learning journey for me to finish my summer internship at Homesfy (Craft
Financial Advisors Pvt. Ltd.), which turned into no longer feasible with out the support and goodwill of the
mentors around. I’m grateful to Homesfy for allowing me to go through Summer Project Program of their
reputed employer.

I would love to thank my mentor Mr. Stevey Abraham for giving me an opportunity to do my project in this
organization and constantly supporting and guiding me.

I would love to pay thanks to Dr. Pramod Kumar, Prof. Arpita Roy, Prof. Anupa Barik and Prof. Avirupa
Bahaduri for steering and helping me at some point of my academics and in the course of my Summer
Internship.

I might also want to thanks to all my college participants, without whom this journey wouldn’t had been a
memorable and a learning journey.

Regards,

Soham Guha.
 Executive summary

Project title: “Mapping the Expectations of Channel Partners in Real Estate”

The real estate industry is a dynamic and highly competitive industry that relies on channel partners to drive
sales and distribution.This study, Mapping Channel Partner Expectations in Real Estate, aims to understand
the key expectations, challenges and opportunities facing channel partners in the real estate market.The
results of this study provide valuable insights for real estate developers and businesses to improve
relationships with channel partners and improve their overall business performance. Channel Partners are the
essential bridge that connects the developers with the actual customers so without them transaction and
business is very difficult and slow.

Mapping the expectations of channel partners in the real estate industry is essential to fostering strong,
mutually beneficial relationships. Developers who prioritize transparency, support, and fair compensation
are more likely to attract and retain dedicated channel partners.

By addressing the challenges faced by channel partners and capitalizing on opportunities for improvement,
the real estate industry can achieve greater success and sustainability across its channel partner network.
That is the reason why channel partners play such a crucial role and
 TABLE OF CONTENTS

CHAPTER NO TITLE PAGE NO

CERTIFICATE FROM THE INSTITUTE GUIDE

CERTIFICATE FROM THE INDUSTRY GUIDE
DECLARATION OF THE STUDENT
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
About the Company
1.1.1 VISION OF THE COMPANY
1.1.2 MISSION OF THE COMPANY
1.1.3 HOMESFY IN 5 C’S OF MARKETING
1.1.4 COMPANY WORKING STRUCTURE
1.1.5 INDUSTRY ANALYSIS
1.1.6 MARKET SIZE OF REAL ESTATE IN INDIA
1 1.1.7 STRUCTURE OF THE INDIAN REAL ESTATE SECTOR
1.1.8 REAL ESTATE (REGULATION & DEVELOPMENT) ACT,2016.
1.1.9 PRODUCT PROFILE
1.1.10 RESOURCES PROVIDED BY MAGNET
1.1.11 SUPPORT PROVIDED BY MAGNET
1.2 OBJECTIVE OF THE STUDY
1.3 SCOPE OF THE STUDY
1.4 LIMITATIONS OF THE STUDY
2 Review Of Literature
Research Methodology
3.1 RESEARCH OBJECTIVES
3.2 RESEARCH DESIGN
3.3 SOURCES OF DATA
3
3.4 RESEARCH INSTRUMENT
3.5 SAMPLE SIZE
3.6 PERIOD OF STUDY
3.7 DATA REPRESENTATION TECHNIQUES AND TOOLS
4 Data Analysis And Interpretation
5.1 FINDINGS
5 5.2 SUGGESTIONS
5.3 CONCLUSION
APPENDIX - I (QUESTIONNAIRE)
 Chapter 1

1. About the Company: Homesfy Reality

Homesfy has a crew of skilled and certified actual estate marketers who assist clients in the course of the
assets shopping for and selling method. The employer additionally has a sturdy generation platform that
enables clients find their dream houses and manage their property transactions seamlessly.

Homesfy has served over 117 developers, 10,000 households, and 7,500 companions with their property
transactions. The employer has grown by over 400 employees within the past 12 months.

Homesfy is one of the quickest-developing real property advisory firms in India. It is thought for its
transparent and consumer-centric technique. Homesfy has received several awards including the "Best Real
Estate Advisory Firm" award from Realty Today in 2022.

Homesfy's vision is to be the most trusted and reliable real estate advisory firm in India and is based on two
pillars which is trust and transparency . The company aims to make property buying and selling a hassle-free
and enjoyable experience for its customers and at the same time help the channel partners grow business
with the help of its tech-based platform called My Magnet.

Homesfy facilitated transactions totaling Rs 1,650 Cr on its platform in the last financial year (2022-23).This
represents significant growth for the company, which has seen rapid growth in recent years. Homesfy is
currently one of the leading real estate consulting firms in India, with a strong presence in Mumbai, Pune,
Bangalore and Delhi-NCR.

1.2.1 VISION OF THE COMPANY

Homesfy Realty's vision is to simplify the house-shopping for system and make the actual estate transaction
dependable, sincere, and hassle-loose. They accept as true with that shopping for a domestic is one in all the
largest financial decisions that someone could make, and that they need to make the technique as smooth
and stress-free as viable for their customers.

Homesfy Realty is a tech-enabled real estate brokerage corporation, and they use a whole lot of progressive
gear and technologies to assist their customers discover the proper home and near the deal easily. For
instance, they offer a wide variety of online assets listings, as well as digital excursions and 3D walk through
of many of the residences they represent. They even have a group of skilled actual estate professionals who
can manual customers thru the entire shopping for technique, from begin to finish.

Homesfy Realty is devoted to providing their clients with the first-class viable domestic-buying enjoy. They
believe that everybody deserves to have a secure and affordable vicinity to name home, and they're running
to make the real estate market greater accessible and transparent for everyone.

1.1.2 MISSION OF THE COMPANY

The project of Homesfy Realty, a actual property corporation in Mumbai, is to simplify the house-buying
method and make the real estate transaction dependable, trustworthy, and trouble-free.
They consider that making an investment in actual estate or shopping for a home is a huge selection for each
person, and their purpose is to offer customers with meaningful home answers to decorate their domestic-
shopping for enjoy.
Homesfy Realty is one of the quickest-growing tech-enabled corporations inside the complete-fledged,
prepared actual property industry in India. They are also the first-ever actual property brokerage firm
indexed on NSE Emerge.
They have a group of over four hundred inspired contributors unfold throughout Mumbai, Pune, Delhi NCR,
Bangalore, and Dubai. They have partnered with main builders like Lodha, Godrej, Prestige, Dosti, Runwal,
Hiranandani, Piramal, Raymond, and Mahindra.

1.1.3 Homesfy In 5 C’s of Marketing

COMPANY

Homesfy was founded in 2012, so it has been in the industry for 11 years as of September 2023.

Homesfy has over 7 years of experience in delivering quality service and consulting its clients for the best
option available for them. They work only in primary market and with A grade developers who are the
giants in real estate like Lodha, Runwal, Godrej, L&T, Raymonds, Shapoorji Pallonji and other developers
who have established a brand in the market.

5+ Cities
Providing its services and making customers more confident and comfortable, Homesfy is currently offering
its service in 5 cities i.e. –

1.Mumbai

2.Pune

3.Delhi

4.Bangalore

5.Dubai

10,000 + happy families and with more than 250 advertisements 4500 cr. Real property is bought via
Homesfy, with over a hundred builders. Under this leadership, the satisfied families have witnessed the
company's fine provider and community.

CUSTOMERS

Company caters to many segments of clients, distinctive undertaking have specific purchaser segmentation.
It’s certainly depending upon the type of projects which enterprise is working for, whether or not it's far for
low priced housing mission or steeply-priced task. Customers Segmentation vary from task to undertaking.
Ticket size of the specific project, region, facilities, and area of rooms/ residences are a number of the most
important factors which a purchaser commonly recall approximately earlier than going for any venture.

The customers purchase the Brand of agree with of the unique developer prompted with the aid of
Homesfy. Only due to the religion which Homesfy has created through the years inside the minds of the
clients by using consulting and supplying one of the nice beautiful and sincere Residential and industrial
Projects for its customers.

Once a customer receives satisfied shape the form of services and reports Homesfy offered, their experience
will convert into word of mouth, and so as to lead referral clients. Which indicates that if a person is
referring his buddy to buy a domestic with us then truly, he goes to return to us to buy his subsequent house,
that allows us to be really a extra than the preceding one.
COMPETITORS

Homesfy is facing quite an excessive Competition from a number of the reputed and local gamers in
Mumbai and Pune. Some of the top competition are Property Pistol,Ana rock,Developers,Broker Network

Competitors with their strategies

 Property Pistol – PropertyPistol is a real property brokerage corporation that makes use of
generation to empower agents and assist them grow their corporations. The agency gives a number services
to agents, inclusive of: Lead technology: PropertyPistol enables brokers generate leads from a variety of
resources, along with its very own website, social media, and paid marketing. Property list management:
PropertyPistol offers a platform for agents to control their belongings listings and make them extra seen to
potential consumers. Customer relationship management (CRM): PropertyPistol offers a CRM system to
assist brokers manipulate their relationships with customers and track their development via the sales
manner. Data and analytics: PropertyPistol provides agents with records and analytics to help them make
informed selections approximately their organizations.

 Ana Rock - AnaRock is a leading actual estate offerings company with a various portfolio of services,
together with residential and commercial brokerage, retail offerings, investment banking, and land services.
The corporation has a robust presence in Mumbai, as well as other most important towns in India. AnaRock
is dedicated to information and assembly the needs of its customers. The company offers a customized
technique to its services, taking into consideration the person desires of every consumer. Leverage
technology: AnaRock uses generation to its benefit to enhance the efficiency and effectiveness of its
offerings. The organization has developed its own proprietary technology platform, which facilitates it to
streamline its operations and provide better carrier to its customers.They also believe in constructing robust
relationships with its clients and partners. The company has a crew of skilled and qualified experts who're
committed to offering extraordinary customer service.

 The Gurdians - The Guardians Real Estate Advisory is a leading actual estate brokerage corporation
in Mumbai, India. The business enterprise has a strong song document of fulfillment, having sold over
seventy eight lakh rectangular ft of projects in both residential and industrial real estate classes. The
Guardians is dedicated to presenting its customers with the quality feasible enjoy. The agency's team of
skilled and certified actual property dealers works intently with customers to understand their desires and
assist them locate the right assets.Guardians uses an revolutionary generation platform to help clients find
their dream houses and manipulate their property transactions seamlessly.The organization's dedication to
purchaser satisfaction, transparency, honesty, and innovation has made it a trusted choice for both assets
buyers and dealers.
COLLABORATION

Collaboration is one of the most important part as doing so helps to maintain a high reputation as working
with the A grade developers in the market helps to easy all the process during the home buying process
moreover working with these brands also makes it easy to convert clients into bookings so Homesfy adopts
a variety of projects for consulting its clients and assisting developer with the sale of the particular projects.
Some of the A Grade developer are as under with whom Homesfy has collaborated are

CLIMATE

Homesfy (Craft Financial advisors Pvt. Ltd.) is a consultancy and advisory corporation, which without a
doubt makes most useful use of the primary elements of nature. Homesfy believes humans and nature ought
to co-exist with the healthy running environment and proper usage of the available sources. With the
completely opened operating culture, Homesfy is committed to manipulate our undertaking sports, products
and services, for delivering excellence in nice, at the same time as making sure the occupational health,
safety and well-being of our personnel and minimizing our impact at the surroundings. Homesfy believes
that worker are its first precedence and there desires need to be fulfilled to and they make each person so
engaged with each other in order that they may be like family and deal with all of us the identical.
COMPANY WORKING STRUCTURE Homesfy operating fashion may be very lots different. For each
area in Mumbai i.E., Thane, Central Mumbai, Western Mumbai, KDMC, South Mumbai and Harbour
Mumbai, and in every area, there are than 50 projects which are there and Craft simplest works with A
category developers and that to most effective in new launches and beneath construction residences. And for
every location they pick out at the least 2-three projects which has buzz inside the marketplace and lots in
call for. For analyzing this additionally they have got proper group who've the obligation of choosing the
tasks. Once the tasks are selected for each location then with the help of its in-house digital marketing team,
they run the marketing campaign for these selected tasks. The medium which they use for virtual advertising
are in the main Google Ads, Facebook and Instagram. Once the leads are generated, they're to be serviced
with 15 minutes and then the pre sales crew connects with the customers and if the customer is proper and
they may be geared up to visit the website then they move the leads to the income group, and the sales group
attend the purchaser on the website and that they do the move pitching as properly in order that as according
to the customers requirement there wishes are fulfilled and the commercial enterprise is also executed. After
the booking part the project of having the SDR finished and collecting the payment from the builder is the
activity of Crafts post sale team.

1.1.4 Company Working Structure

Homesfy's working style is very different. For each zone of Mumbai i.e. Thane, Central Mumbai, West
Mumbai, KDMC, South Mumbai and Mumbai Port and in each zone there are more than 50 projects and
Craft works only with Class A developers and regulates This website only works with newly launched
projects and properties under construction. And for each region, they choose at least 2-3 projects that are
creating a buzz in the market and have high demand. To analyze this, they also have a proper team that is
responsible for selecting projects. Once projects are selected for each region, with the help of the in-house
digital marketing team, they will run campaigns for these selected projects. The mediums they use for digital
marketing are mainly Google Ads, Facebook and Instagram. Once the leads are generated, they need to be
processed within 15 minutes, then the pre-sales team will connect with the customer and if the customer is
real and ready to visit the website, they will transfer the customer potential for the sales team and sales
department. The team supports customers at the location and also does cross-talk so that as per customer
requirements, needs are met and business is also done. After the booking, the task of executing the SDR
and collecting payment from the builder will fall to Crafts' after-sales team.

1.1.5 Industry Analysis

By 2040, the real estate market will reach Rs 9,00,000 crore. 65,000 crore ($9.30 billion) from Rs. The
market size reaches 1 trillion USD by 2030, up from 200 billion USD in 2021, and contributes 13% to the
country's GDP by 2025. The commercial real estate and hospitality sectors are also seeing increases
significant growth, providing much-needed infrastructure for India's growing needs

In FY23, the Indian residential real estate market saw home sales value hit a record high of Rs 3.47 lakh
crore ($42 billion), a solid 48% increase in a year . Sales volume also saw strong growth, up 36% to
379,095 units sold. Indian real estate developers operating in the country's major urban centers are expected
to make significant gains in 2023, with the construction of about 558,000 housing units.

The Indian real estate sector recorded over 1,700 acres of land transactions in the top eight cities in the first
nine months of fiscal 2022. Foreign investment in the commercial real estate sector reached $10.3 billion
USD from 2017 to 2021.
 According to ICRA estimates, Indian companies are expected to raise >Rs. $US3.5 trillion ($48 billion)
through real estate and infrastructure investment funds by 2022, compared with $29 billion raised to date.
The office market in the top eight cities recorded transactions of 22.2 million square meters from July 2020
to December 2020, while new deliveries recorded 17.2 million square meters during the same period. In
terms of tenant share by industry, the information technology (IT/ITeS) sector dominated with a share of
41% in the second half of 2020, followed by BSFI and manufacturing sectors with 16 kW, in while other
services and coworking recorded 17 ch. % and 10% respectively.

Around 40 million square feet were delivered in India in 2021. The country is expected to capture 40%
market share in the next 2-3 years. India is expected to supply 46 million square feet by 2022. According to
Savills India, real estate demand for data centers is expected to grow by 15-18 million square feet by 2025.

1.1.6 Market Size of Real Estate in India

Real estate market size in India in billions of US dollars from 2017 to 2030F (forecast).
The market size is estimated to reach USD 650 billion by 2022 and is expected to reach USD 1 trillion by
2030F, at a CAGR of 10%.
The Indian real estate market is one of the largest in the world and is expected to continue to grow in the
coming years.
This growth is driven by a number of factors, including:

 Rapid urbanization
 Increase household income
 Government initiatives to boost the sector, such as the Smart Cities and Housing for All Mission 2022
 Increase foreign investment

The real estate market in India is segmented into residential, commercial and industrial.
The housing segment is the largest segment, accounting for over 70% of the market size.
The commercial and industrial sectors are also growing rapidly, fueled by the growth of the Indian economy.
The major players in the Indian real estate market are DLF, Godrej Properties, Lodha Group, Oberoi Realty
and Mahindra Lifespace Developers.

These companies develop a variety of projects, including residential, commercial and industrial real estate.
The Indian real estate market is expected to continue to grow in the coming years, driven by the factors
mentioned above.
This growth will bring opportunities to investors, developers and other stakeholders in this sector.

1.1.7 Structure of the Indian Real Estate Sector

The diagram shows the organized and unorganized sectors of the Indian real estate market. The organized
sector of the Indian real estate market is made up of large and reputable real estate companies. These
companies often have an outstanding track record of delivering high-quality projects on time and on budget.
They also have a good reputation in the market and are able to attract investments from domestic and
international investors.The unorganized sector of the Indian real estate market consists of smaller and less
established real estate companies. These companies may not have a good track record or reputation in the
market. They may also have difficulty attracting investments from banks and other financial institutions.The
housing segment of the Indian real estate market is the largest segment, accounting for over 70% of the
market size. This segment includes all types of housing, from high-end housing to affordable housing.

The commercial segment of the Indian real estate market includes office buildings, shopping malls, hotels
and industrial real estate. This segment is experiencing rapid growth, driven by the growth of the Indian
economy.

The retail segment of the Indian real estate market includes independent stores, shopping malls and
multiplexes. This segment is also growing rapidly thanks to the increasing disposable income of Indian
consumers.

Residental Segment

The residential section of actual estate in India is the biggest segment, accounting for over 70% of the
market length. It includes a whole lot of housing gadgets, which include flats, condos, townhouses,
bungalows, and villas. These housing units are normally located in urban areas, wherein there may be a high
call for for housing due to fast urbanization and growing household earning. The residential phase can be in
addition divided into 3 categories: premium housing, mid-marketplace housing, and occasional-value
housing. Premium housing is generally located in prime areas of foremost towns and gives highly-priced
amenities and features. It is centered at excessive-earnings people and households. Mid-marketplace housing
is the most important class of residential real property in India. It is focused at center-income people and
families and gives a very good balance of affordability and high-quality. Low-cost housing is focused at
low-earnings people and households. It is commonly placed in peripheral areas of towns and gives basic
facilities. The Indian government is likewise gambling a key position in boosting the residential real estate
zone thru numerous projects, which include the Smart Cities Mission and Housing for All through 2022.
These tasks are geared toward imparting low-cost housing to all sections of society. The residential real
property area in India is expected to continue to grow inside the coming years, driven by using rapid
urbanization, rising household incomes, and authorities projects. This boom will provide possibilities for
builders, developers, contractors, agents, and investors. Here are some of the important thing traits in the
residential real estate section in India:
 Rising call for for less costly housing: There is a large demand for low-cost housing in India,
particularly in urban regions. This is being driven with the aid of fast urbanization and growing
household incomes.

 Growing desire for larger houses: With the COVID-19 pandemic, human beings are spending extra time
at home and are seeking out large houses with more amenities.

 Increasing demand for sustainable homes: There is a growing demand for sustainable homes in India.
People are becoming extra privy to the environmental effect of their houses and are looking for ways to
lessen their carbon footprint. Shift towards clever houses: Smart homes are becoming increasingly more
popular in India. People are looking for homes which might be geared up with smart technology,
including clever thermostats, clever lighting fixtures, and smart security structures. Overall, the
residential actual property section in India is one of the most appealing sectors for buyers. It is expected
to continue to grow inside the coming years, pushed via robust demand from clients.

The residential actual estate market in India is one in all the biggest and maximum vital sectors of the
economy. It is anticipated to continue to grow in 2023, driven through factors together with rapid
urbanization, rising household incomes, and government initiatives. Residential belongings prices in India
have been on an upward fashion on account that 2014, with a slight dip within the second half of of 2022.
However, the market is anticipated to get better in 2023, driven by using low hobby rates and multiplied
government support. The call for for residential real estate in India remains strong, pushed by using rapid
urbanization and rising household earning.

There is a particularly strong call for for low priced housing. The Indian government is taking some of steps
to boost the residential actual estate region, consisting of the Pradhan Mantri Awas Yojana (PMAY) scheme
and the Real Estate (Regulation and Development) Act (RERA). India is one of the top locations for foreign
direct investment (FDI) in the actual property sector. This is because of the united states of america's strong
financial increase and big domestic marketplace. Key tendencies within the residential real property
marketplace in India in 2023 consist of: Rising demand for less costly housing Growing preference for
larger homes Increasing demand for sustainable houses Shift toward clever houses Overall, the residential
real estate market in India is predicted to stay strong in 2023, driven by way of elements which includes low
interest charges, accelerated authorities aid, and growing call for from customers.
1.1.8 Real Estate (Regulation & Development) Act,2016.

Under RERA, all actual property projects with a land place of more than 500 square meters or 8 apartments
should be registered with the RERA in the kingdom or union territory wherein the venture is positioned.
Developers ought to divulge all statistics about their tasks, together with the undertaking plan, production
schedule, and pricing, to RERAs and domestic-buyers. RERA also regulates the usage of deposits and
advances paid with the aid of home-shoppers to builders. Developers are required to deposit 70% of the
proceeds from sales into an escrow account, which can only be used for the development of the task.

Similar to the Act for Motor Vehicle, which was passed by the Central Government, this Act also will be
putted in operation, pursuant to which respective

Union Territories (‘UT”) and State Government (“SG”) are required to notify their own Rules, which would
be in the lines of the Central Act and accordingly administer their own State Rules.

Accordingly, every SG and UT are to require to promulgate their own Real Estate Rules which would be
based on the lines of the central Real Estate (Regulation and Development) Act 2016 and establish a Real
Estate Regulatory Authority (“RERA”) pursuant to the Rules, which will administer the respective Real
Estate Rules of the State or UT. State Governments and UTs were required to notify and enforce RERA by
1st May 2017, which was the deadline set by the the Central Government. But a few State Governments
have missed the deadline of 1st May 2017. It is expected that most of the State Governments would meet the
second deadline of 31st July 2017, by which the ongoing projects are to be registered with RERA So there
are many advantages of RERA for home-buyers:

 Transparency: RERA requires developers to reveal all facts about their initiatives, together with the
task plan, creation agenda, and pricing, to RERAs and domestic-shoppers. This helps home-buyers to
make informed selections approximately their purchases.

 Accountability: RERA holds developers liable for their promises to home-shoppers. If a developer fails
to supply on its guarantees, domestic-customers can record court cases with RERAs, which have the
power to reserve builders to compensate domestic-buyers for losses incurred.

 Dispute Redressal: RERA offers a speedy and green mechanism for dispute redressal. Home-buyers can
record lawsuits with RERA’s, which could adjudicate disputes and order developers to compensate
domestic-shoppers for losses incurred. Overall, RERA has been a tremendous development for the real
estate region in India. It has helped to guard the pursuits of domestic-consumers and improve
investments in the region.
1.1.9 Product Profile

My Magnet (A sub-brand of Homesfy)

Homesfy – established in 2013 is a young, vibrant leading organization with focus to simplify the home –
buying process, creating hassle free, reliable and trustworthy experience offering personalized and
customized solutions to your search for home. We are the leading real estate aggregators in real estate
industry and has achieved this over the years by amplifying the reach of home buyer with personalized and
professional advice.

Properties Sold worth Rs 4500 Crores & Credence of more than 150 Builders & Developers, with
more than 5000 happy families.

Magnet - This platform created and developed with the aim of creating an ecosystem and developing tools
to streamline and simplify transactions and it is for the brokers or any real estate enthusiast who wants to get
into real estate business

Essentially, Magnet serves as a service platform that allows channel partners to grow their business in an
easy and transparent way to grow their business magnets.

The platform Magnet was launched in 2019 and has more than 10,000channel partners associated with us
and of those 3000 are active monthly.
Magnet was created with the purpose of contributing to the company's development.

Magnet's main goal is to ensure that they and their channel partners are established in a broader market.

During the initial days when Magnet started, Chanel's partner registration process was very different, as if
everything was on paper, but after the lockdown happened, when everything was digitized, Magnet created
its website

them to make it easy for channel partners to work during the lockdown and they can also monitor every
activity taking place as per the guidelines.

In March 2022, Magnet created its own app where things got better with time and things were easier to track
and most importantly it is free and users do not need to pay anything.

Working style of magnets

Magnet is a partnership model where a channel partner can grow their business seamlessly with ease. The
advantage of this is that their existing business will not be hampered..

The main working of magnets is basically of two types.

This happens when a channel partner registers themselves up to work with Magnet.

What happens is that once they create an account and sign up, the dedicated relationship manager contacts
that channel partner, explains it to them, and signs them up with Magnet and always keeps in touch with
him/her in order to give regular updates.

Once registered, the channel partner commits and the work begins.

The second way to sign up channel partners is through market mapping.

We connect with them and approach them from our side, that is, the participants, and after knowing them
and explaining them, we register them.
1.1.10 Resources provided by Magnet

Magnet’s 5 resources are as follows:

1. Marketing Intelligence

2. CRM – Tech based platform for the users

3. Expert Sales Team Support

4. Wider Market Coverage

5. Better & Faster Pay-outs

The brief explanation of resources that we provide, these resources are very effective and important for the
channel partners as these attract them to use our platform to its full potential

Below is an explanation of the resources provided to them:

Marketing Intelligence : The new projects are going to be launched we give them all the details in
prior i.e. one and a half month before so that from the prelaunch itself we start sourcing leads and during the
launch easily we can conclude number of transactions and also we guide them in hot projects so that they
can source leads for the projects that has high visit to conversion ratio.
CRM : We are based on two pillars “Trust” & “Transparency” which we provide to all our channel
partners to maintain reasonable simplicity and transparency, and they can also track ongoing activities for
potential customers. Even all the project details are briefly mentioned and channeled. Partners can also
listen to call recordings, look at the comments , track each and every followups that has been done on a lead
allowing them to work with us longer and do more business with our support as the entire work is hyginic
process.

Expert Sales Team Support : Magnet provides channel partners with pre-sales support and post-sales
support, including requesting data, qualifying data and arranging similar visits.The role of the pre-sales team
is to identify the data and get the customer on site.Once the visit is organised, the job of the closing manager
comes into play, whose main role is to carry out the visit as well as cross-pollinate it.Finally, once the
booking takes place, the role of the after-sales service is to invoice the developer and execute the Stamp
Duty Registration (SDR) on time.

Wider Market Coverage : Since we work in Mumbai, Pune, Delhi , Bangalore & Dubai Magnet offers
wider market growth to channel partners i.e.they can work with us in all the cities we work in, we meet the
requirements needs of all our customers and that gives them the power to work with us. They can easily
expand their business to the region where they do not have a strong hold due to limitations like manpower
and time.

Better & Faster Payouts – Most builders are concerned about the payments they receive from builders
because Homesfy gets the Annual Operation Plan (AOP) designation with builders so they get some benefits
from the builders.build and these ladders are also shared by Channel Partners based on the type of leads they
share. Magnet requires less effort, providing more brokerage advantages to distribution partners and vice
versa.

1.1.11 Support Provided by Magnet

Technology Assistance : For individuals entering the real estate industry, two critical elements to
consider are trust and transparency. Magnet, built upon these foundational principles, offers vital support
through software provided to each Channel Partner and a dedicated Relationship Manager. The role of the
Relationship Manager is to offer guidance on project selection for mutual benefit and growth. They are also
responsible for updating Channel Partners on leads they have added, and for those less familiar with the
technology, we provide “MagnetShalla”comprehensive CRM training to ensure seamless usage.

Market Knowledge Support - Magnet extends its support to Channel Partners by imparting
comprehensive knowledge about ongoing projects in specific regions. For instance, if a Channel Partner
operates in Borivali but wishes to expand into Thane, we offer training sessions covering all projects in
our portfolio. Our aim is to assist them in expanding their business by sharing detailed information, enabling
them to work effectively in new regions.

Digital Marketing Assistance & Training : Success in the real estate industry requires effective
digital marketing, especially considering the challenges in sourcing quality leads. Digital marketing,
especially through Google Ads, is the most efficient lead generation method. Craft conducts its campaigns
and, by linking Channel Partner CRM’s, generates leads that are meticulously managed and easily traceable.
Weekly reports are sent to Channel Partners, allowing them to monitor lead generation and spending. Many
of our Channel Partners have not only recovered their minimum investment of 1 lakh Rupees but have also
earned substantial profits.

We also provide them with paid classes where we charge only 199/- and give our magnet partners a
thorough training how to generate leads and run campaign on digital platforms on Google Ads, Facebook
and Instagram. This ensures they don’t need to depend on other third party vendors to generate leads and
this training helped them to be independent.

Calling, Whats App ,SMS Outreach :Another valuable service offered to Channel Partners is data
calling. If a Channel Partner possesses "Visit Done Not Booked" data for a specific project but wants to
cross-pitch it for another, they can upload the leads in bulk, and our dialler system initiates calls.
Opportunities generated from these calls are then manually added to the CRM. Additionally, if a Channel
Partner acquires 1000 numbers for SMS blasts, we provide the necessary support by preparing the message
and executing the SMS blast at no additional cost. This service aids in lead generation and business
expansion.

RERA Training: The Real Estate Regulatory Authority (RERA) has made it mandatory for all real
estate agents in Maharashtra to obtain a Certificate of Competency (CoC) so we made a partnership with
SAKAL institution which conducts the training and the course typically lasts for 20 hours and is conducted
over a period of 5 days. This training typically costs around 5000 to 10000 . We offered them a discounted
price of 3750/- and further assisted them with additional training from our end so that every channel partner
feels backed up and supported we also provided them assistance where we provided them with all
certificates so that they do not have to take any hassle.
1.2 Objective Of The Study

 To understand the entire sales process and activities in Homesfy which directly impacts the expectations
of the Channel Partner

 To study the channel and distribution model in Real Estate industry and understand the gaps where
Channel Partners fit in.

 To learn and inculcate the closing up skill for bookings.

 To enrol new Channel Partners under tech based co-broking transaction platform “Magnet”.

 To engage and meet after enrolling the Channel Partners and how to deal with them

 To Identify and understand the expectations of channel partners in the real estate sector.

 To Assess the current state of satisfaction of channel partners with the services and support provided by
real estate companies.

 To Identify and prioritize the key areas for improvement in the relationship between real estate
companies and their channel partners.

 To Develop recommendations for real estate companies on how to better meet the expectations of their
channel partners.

 To Increase sales and profitability for real estate companies through improved channel partner
relationships.

1.3 SCOPE OF THE STUDY

The scope of a study on mapping the expectations of channel partners in real estate depends on the
objectives of the study. So,the key areas are as follows:

 Identifying the different types of channel partners in real estate: This includes real estate agents,channel
partners, developers, and other professionals who concludes transaction in real estate.
 Understanding the role of channel partners in the real estate transaction: This includes the key
responsibilities, motivations, and challenges which people face in day to day life in real estate.

 Understanding the current state of relationships between real estate firms and their channel
partners: This includes identifying their of strength and weakness and accessing them.

 Identifying the expectations of channel partners: This includes their expectations which are necessary
like support, communication, compensation, and payouts.

 Developing strategies for improving the relationship between real estate companies and their channel
partners: This includes various ways to fulfill the needs and expectations of channel partners.

1.4 LIMITATIONS OF THE STUDY

 The study is limited to the opinions of channel partners in Mumbai only. It is possible that the opinions
of other places may be different.
 The study is limited to the sample size. The findings of the study may not be able to generalize as
getting feedback from 10,000 magnet partners or from the entire channel partners all over India is
difficult.
 The study is limited to the period in which it is conducted. The findings of the study may not be valid
for future time period as real estate is constantly evolving
 Majority of the channel partners were new to the market so they might not be able to give appropriate
feedback.
 The inadequacy of time and resources are the two major constraints.which restricts to reach out to more
partners
 The study may not be able to capture all of the factors that influence the expectations of channel
partners.
 The study may be biased towards channel partners who are more likely to participate in the study, such
as those who are more satisfied with their relationships with real estate companies.
 Chapter 2

Review Of Literature

The mapping of expectations of channel partners in the real estate industry is a critical area of research that
aims to understand the needs, desires, and requirements of intermediaries in the property market. This
review of literature examines the existing studies conducted in this field, highlighting key findings and
methodologies employed to explore and map the expectations of channel partners in the real estate sector.
"The Importance of Channel Partners in the High-Tech Industry" by Thomas H. Lee and Theodore H.
Clark (Journal of Marketing Channels, 1996):

This study examines the high-tech industry and highlights the critical role played by channel partners in
bridging the gap between developers and clients. It discusses the benefits of leveraging channel partners'
expertise, customer relationships, and market knowledge to enhance product reach and sales. which is
directly contributing to the revenue generation.

Role of Channel Partners in Real Estate: Several studies emphasize the significant role played by channel
partners, such as brokers, agents, and consultants, in facilitating property transactions and connecting
developers with customers. These intermediaries bring market knowledge, customer relationships, and sales
expertise, making their expectations crucial for successful collaborations. Some of these studies are:

In the year 2018 in the journal of Real Estate Research by Ashish Agarwal and Akhil Jain which says “
Experience is a key determinant of investment performance in the Indian real estate market” This is
likely because experienced channel partners have a better understanding of the market” from this study it is
evident that if someone is new to real estate it may be helpful to a partner with an experienced firm or a
channel partner.
In the year 2020 from a research paper “ The State of Gender Equality in the Indian Real Estate
Industry” in this research it is evident that women are underrepresented in leadership roles in real estate
sector and women are often stereotyped as being less capable than men in technical and leadership roles and
also they are denied access to finance and equal opportunities for advancement

Real Estate industry is a male dominated sector where women faces challenges like gender stereotypes and
unequal opportunities and these challenges should be addressed and this industry should have equality

In 2021 a study which is titled under “ The Role of Communication in Real Estate Transactions in
India” was published in the Journey of Literature, where it is evident that Effective communication,
Responsiveness and Support is essential for a channel partner and the firm or developer which will
ultimately build trust and rapport between them and these will result more deals which will be closed it is
also quoted that “ These supports are essential for a channel partner and firms who keep communicate
clearly & effectively ,
respond promptly to inquiries will be more successful in the Indian real estate market”
Also a study titled “ The impact of Real Estate Developers Marketing Strategies on Lead Generation in
India” is published in the Journal of Real Estate Marketing in 2022. Here in this study it is clearly visible
how marketing services , tools , and lead generation support are crucial and the firms providing so will be
perceived as credible & trustworthy. Therefore these services and tools are of utter importance. Online
marketing including search engine optimization (SEO) , pay per click (PPC) advertising and other social
media marketing are important along with offline marketing like billboard and television marketing.
Personally reaching out during real estate events , networking with real estate professionals and cold calling
the potential clients are the marketing strategies that firms use in combination to become successful in
generating leads and closing them eventually.

In the year 2014, in the journal “Journal of Real Estate Research” which was published by the authors
Deepak Bhatt, Ananth nagarajan and R. Venkateswaran talks about trust & transparency and says “Our
Findings suggest that trust is the key factor that influences channel partners , the firm's track record. This is
because channel partners are afraid of being scammed or cheated by developers/firms and they need to trust
them in order to feel comfortable working with them.” It is clear that trust is crucial and it takes a lot of
effort and time to build but takes only a fraction to break so maintaining trust is the key role of a firm and
should be taken care of all the time. This is achievable by being transparent with the channel partners and by
providing them with good services and support.

There was also a study conducted in 2015 and was published in the journal “The Journal of Real Estate
Finance and Economics” where it is quoted “Our findings suggest that firms involvement with their
clients plays a significant role in achieving investment goals. The level of involvement is positively
correlated with the level of trust.” To build trust and a strong foundation of relationship this will build
reputation which will help each party to trust along with satisfaction.

In 2003 and 2009 there have been studies which indicate that the role of channel partners is immensely
impactful to the point that the properties cannot be sold out or a project cannot be successful without the
influence and support from them as I can extract from this studies concluded by Ju-Yeon Lee and Han-Don
Ryu (Industrial Marketing Management, 2009): "The Role of Channel Partners in Technology Markets"
where it was found out the role of channel partner contribution go beyond distribution and sales as they have
the ability to provide insights and feedback and also market responsiveness to the developer. In 2003 a study
by Kevin Bradford and David L. Hart (Journal of Business Logistics) in this study it is evident that the
performance of the firm is directly influenced by them as they are responsible for market coverage, service
quality and customer satisfaction and an effective channel partner positively affects overall business. The
role of channel partners in the market is one of the most important factors in meeting their expectations and
providing them benefits in terms of monetary and other services which will keep them engaged and
encouraged.

Timely Payout which plays a critical role to maintain good relation with the channel partner and maintains
long term business in the journal “International Journal of Strategic Property Management” in 2019 it
clearly relates to the fact that the channel partners who receive payments timely and accurately are more
likely to keep working consistently and it also helps to improve the relationship and it ultimately leads to
better outcome.
Some of the studies were conducted by V. Kumar and Rohit Varman"Motivating Channel Members to
Achieve High Performance"(Journal of Marketing, 2001) in this study it was evident how incentives and
attractive commission structure directly impacted the channel partners to perform better,along with it trust
and transparency between two parties were equally important as it is the foundation of the partnership
between a developer and channel partner so a study by Jagdip Singh and Edward A. Iacobucci (Journal of
Marketing, 2004)"Motivating Salespeople to Sell New Products: The Relative Influence of Attitudes,
Subjective Norms, and Self-Efficacy" which shows the importance of transparency which included clear
communication and fair payment process which motivated them.

Also in another study conducted by Dr. Manoj P K & Nasar K K "The Importance of Communication in
the Business-to-Business Sales Process" where it was found out that the expectations of channel partners
regarding marketing and promotional support from developers assists the channel partner so It is safe to say
these are a crucial add on support that they should be provided with as it helps them to generate more leads
and assist the channel partners will satisfy the expectations of their channel partners along with Product
Knowledge and Training ensures that channel partners engage with the clients properly

"Customer Communication Management: A Review and Research Agenda" by Paul Harrigan, et al.
(Journal of Service Management, 2020): which also shows a clear picture how Ethical conduct and
transparency is an essential expectation of channel partners not only this but also effective communication
channels contribute to trust-building and project coordination.

India's real estate sector is expected to touch a US$ 1 trillion market size by 2030, accounting for 18-20% of
India's GDP. Rapid urbanization in the country is pushing the growth of real estate. More than 70-75% of
India’s GDP will be contributed by urban areas by 2020 that means more channel partners in the market. As
per ICRA estimates, Indian firms are expected to raise >Rs. 3.5 trillion (US$ 48 billion) through
infrastructure and real estate investment trusts in 2022, as compared with raised funds worth US$ 29 billion
to date.

India’s real estate sector is now over 1,700 acres of land deals in the top 7 cities in 1 year. Foreign
investments in the commercial real estate sector were at US$ 10.3 billion between 2017-21. As of February
2022 so there is a huge scope of real estate and the contribution of the channel partners is undoubtedly a
crucial aspect that is the reason their expectations are to be met for a successful business in this sector.

These are the studies collectively indicating that a channel partner has a lot of expectations that should be
fulfilled in order to generate revenue for each other where both parties use the strength of each other and
create a win-win situation which ultimately enhances customer satisfaction, and fosters long-term
relationships. As the importance of channel partners continues to grow the developers are likely to be
focusing on how they can meet the expectations of the channel partners which will benefit their overall
business and eventually grow in the market.

.
 Chapter 3

Research Methodology

In this context of “Mapping The Expectations Of Channel Partners In Real Estate” The research
methodology is crucial because it allows to ensure that the study on it is performed in a way that gives
accurate and dependable findings. This is essential because the findings of the studies can be utilized by real
estate companies and help them to make decisions about how to enhance their relationships with their
channel partners. A well-designed research technique may even help to make certain that the study is
replicable.

Therefore, this method that other researchers may be capable of repeat the examine and verify the findings.
This is crucial as it allows for the cumulative building of expertise on the expectations of channel partners in
real estate.

Finally, a well-designed research method will assist to increase the credibility and impact of the research.
This is as it demonstrates that the have a look at become carried out in a rigorous and systematic way. This
is crucial because it makes the findings of the have a look at more likely to be typical and used by real estate
companies.

3.1 Research Objectives

 To recognize the different types of channel partners in real estate.

 To understand the role of channel partners in the real estate transaction.

 To assess the current state of relationships between real estate companies and their channel partners.

 To recognize the expectations of channel partners.

 To develop strategies for improving the relationship between real estate companies and their channel
partners.
3.2 RESEARCH DESIGN

For this study a research design is important because it helps to ensure that the study is conducted in a
particular way which can produces reliable findings. This is important because the findings of the study can
be used by real estate companies to make decisions about how to ultimately improve their relationships with
their channel partners.

This research design will help to increase impact of the research. This is because it will show that the study
was conducted in systematic manner which will make findings of the study accepted and used by real estate
companies.

3.2.1 Descriptive Research Design

Descriptive research design would be useful for understanding the modern-day relationships between real
estate companies and their channel partners, as well as the expectations of channel partners. This statistics
can then be used to develop techniques for enhancing those relationships. Descriptive research design will
be utilized in a look at on mapping the expectations of channel partners They can be used by conducting
behavior a survey of channel partners to pick out their delight with their relationships with actual real estate
companies. And conduct interviews with channel partners to get a deeper understanding of their
expectations and challenges, also examine statistics on channel partner overall performance to become
aware of tendencies and patterns.

3.3 SOURCES OF DATA

3.3.1 Primary data
Various methodologies employed to map the expectations of channel partners in real estate. The primary
data is collected from my industry guide by conducting the survey to understand the channel partners.
Qualitative methods, such as interviews, focus groups, and case studies, enable researchers to gain in-depth
insights into the expectations and experiences of channel partners. Quantitative approaches, including
surveys and questionnaires, allow for broader data collection and statistical analysis. Mixed-method
approaches are also prevalent, combining both qualitative and quantitative techniques to provide a
comprehensive understanding of channel partner expectations.
3.3.2 Secondary data
Secondary data is the data that is collected by someone else which will help to develop hypothesis about the
expectations of the channel partner which can then be tested using the primary data . The secondary data for
this study is collected from sources which are from journals, websites,industry reports, books and trade
publications.
3.4 Research instrument
Questionnaire one of the research instrument which has of a series of questions both quantitative and
qualitative and prompts that are used to collect statistics from respondents. Where a survey that is asking the
channel partners how they feel about their current relationship with the real estate company they are
connected with and how there can be a room for improvement .
The motive for this questionnaire for the topic “Mapping The Expectations Of Channel Partners In Real
Estate” is to gather the information so that it becomes easy to analyse to identify the trends and patterns in
the expectations .

3.4.1 STRUCTURE OF QUESTIONNAIRE

The questionnaire contains open and close ended questions. Here under the close ended questions it will
help the channel partners to answer with the help of the options available to them and few questions that are
open ended they can feel free to express their views without any restrictions

3.5 SAMPLE SIZE

The sample size is the number of observations used for determining the estimation of a given population.
The study was conducted with a sample size of 137 respondent.

3.6 PERIOD OF STUDY

The study period was a total of Six month. The study period was from 20th March to 20st September.

3.7 DATA REPRESENTATION AND DESCRIPTIVE STATISTICS:

Columns Charts and Pie Charts are used for representation of data here.
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

How long have you been working in Real Estate?

5%

19% 0-3 years

12-15 years
40% 4-7 years
8-11 years
More than 15

23%

13%

The majority of respondents (39.4%) have been working in the real estate industry for more than 15 years.
This is followed by those who have been working for 12-15 years (22.6%), 8-11 years (19%), and 4-7 years
(13.1%). Only a small percentage of respondents (5.9%) have been working in the real estate industry for 3
years or less.

This data suggests that the real estate industry is a relatively stable one as we can clearly see many people
staying in their jobs for many years. This is due to the factors like the high earning potential of real estate
agents, the job security that comes with working for a large brokerage, and the satisfaction of helping
people find their dream house.

Of course, there is always turnover in every industry, and the real estate industry is no exception. However,
the fact that the majority of respondents have been working in the real estate industry for more than 15 years
suggests that it is a relatively attractive industry for many people.
 How long have you been working in Real Estate?

26%

Female
Male

74%

This pie chart shows that the majority of real estate brokers in India are Male (74%), with only 26% of
brokers being Female. This is a significant finding, as it challenges the traditional stereotype of the real
estate broker as a male-dominated profession.

There are a number of possible explanations for this trend. One possibility is that Men are simply more
drawn to the real estate profession than women. Another possibility is that men are more successful in this
field, and are therefore more likely to stay in the profession for the long term. It is also possible that there
are cultural factors that make it easier for men to enter and succeed in the real estate profession in India.

Whatever the reason, the fact that the majority of real estate brokers in India are male . It shows that men are
being recognized as capable and successful professionals in this field. It also means that there are more men
role models for young men who are interested in pursuing a career in real estate.
 Which market do you work in?

20%
24%

All of them
Primary
12% Rental
Resale

44%

The distribution of real estate brokers in India by market. As we can see, the majority of real estate brokers
in India work in the primary market (44%), followed by the resale market (24%) and the rental market
(20%).

This distribution is likely due to a number of factors, including the strong growth of the Indian real estate
market, the increasing urbanization of the population, and the growing demand for affordable housing.

The primary market is the market for new-construction properties. This market has been growing rapidly in
recent years, driven by factors such as rising incomes, urbanization, and government initiatives. The growth
of the primary market has created a lot of opportunities for real estate brokers, as they play a key role in
connecting buyers and sellers of new properties.

The resale market is the market for pre-owned properties. This market is also important, as it accounts for a
significant portion of the overall real estate market in India. The resale market is a good option for buyers
who are looking for more affordable properties or for properties in specific locations. Real estate brokers
play an important role in this market by helping buyers find the right properties and by negotiating deals on
their behalf.

The rental market is the market for rental properties. This market is also important, as it provides housing for
millions of people in India. The rental market is a good option for people who do not want to buy a property
or who cannot afford to buy a property at the moment. Real estate brokers play an important role in this
market by helping tenants find rental properties and by negotiating leases on their behalf.

Do you have a team?

38%

No
Yes

63%

It clearly shows that the majority of real estate brokers in India have a team (63%). This is likely due to a
number of factors, including the increasing complexity of the real estate market, the growing demand for
real estate services, and the need to provide a high level of customer service.

A team can help real estate brokers to be more efficient and effective in their work. For example, a team can
help with tasks such as generating leads, scheduling appointments, showing properties, and negotiating
deals. This can free up the real estate broker to focus on more important tasks, such as building relationships
with clients and providing strategic advice.

Additionally, a team can help real estate brokers to provide a higher level of customer service. For example,
a team can ensure that clients are always able to reach a real estate broker, even if the broker is unavailable.
Additionally, a team can provide clients with a wider range of services, such as property management and
legal assistance. The growing number of real estate brokers with teams in India may also be a reflection of
the changing demographics of the country. As more young people enter the workforce, they are looking for
jobs that offer flexibility and the opportunity to work with a team. Real estate brokerage is a good option for
many young people, as it offers these benefits and more.
Overall, the fact that the majority of real estate brokers in India have a team is a positive development. It
shows that real estate brokers are committed to providing their clients with the best possible service.

Rate the importance of communication from the firm

35%
Extremely important
Moderately important
44%
Not important at all
Slightly important
Very important

9%

8% 4%

The majority of real estate brokers in India believe that communication from the firm is very important
(44%). This is followed by moderately important (35%), slightly important (9%), not important at all (4%),
and extremely important (8%).

There are a number of reasons why communication from the firm is so important to real estate brokers in
India. First, real estate brokers need to be kept up-to-date on the latest developments in the market, such as
new government policies, changes in interest rates, and new trends in the industry. This information is
essential for real estate brokers to be able to provide their clients with the best possible advice.

The channel partners need to be able to communicate effectively with their clients. This means being able to
understand their needs, explain complex concepts in a clear and concise way, and negotiate on their behalf.
Real estate brokers also need to be able to keep their clients updated on the status of their transactions and
address any concerns they may have.
Furthermore they should also be able to communicate effectively with other professionals in the industry,
such as lawyers, appraisers, and mortgage lenders. This is important for ensuring that transactions are
completed smoothly and efficiently.

The fact that the majority of real estate brokers in India believe that communication from the firm is very
important is good news for consumers. It means that consumers are more likely to work with real estate
brokers who are committed to providing them with the best possible service. Additionally, it means that
consumers are more likely to be satisfied with their real estate transactions.

How would you rate the responsiveness & accessibility to the firm

2%2%
18%

Average
Excellent
44% Good
Poor
Very poor

33%

The majority of people in India think that a quick response and accessibility from a real estate firm is
important. This is likely due to a number of factors, including the fast-paced nature of the Indian real estate
market, the growing demand for real estate services, and the need to provide a high level of customer
service.

A quick response and accessibility from a real estate firm is important for a number of reasons. First, the
Indian real estate market is very fast-paced. This means that buyers and sellers need to be able to act quickly
in order to secure the best properties. A real estate firm that can respond quickly to inquiries and provide
clients with the information they need is more likely to be successful in this market.
Second, the demand for real estate services in India is growing rapidly. This is due to a number of factors,
including the country's growing population, rising incomes, and urbanization. The growing demand for real
estate services means that real estate firms need to be able to provide their clients with quick and efficient
service.

Third, providing a high level of customer service is essential for success in the Indian real estate industry.
This means being responsive to client inquiries, providing them with accurate information, and helping them
to navigate the complex process of buying or selling a property.

The growing number of people in India who value a quick response and accessibility from a real estate firm
may also be a reflection of the changing demographics of the country. As more young people enter the
workforce, they are looking for jobs that offer flexibility and the opportunity to work with technology. Real
estate brokerage is a good option for many young people, as it offers these benefits and more. However,
young people are also more likely to value responsiveness and accessibility, and they expect their service
providers to be available when they need them.

Rate the importance of the quality and reliability of the firm's services to your business.

Extremely important
34% Moderately important
42% Not important at all
Slightly important
Very important

15%
6%
4%

The majority of respondents (43%) rate the quality of the real estate firm's services to their business as "very
important." This is followed by "moderately important" (34%), "slightly important" (15%), "not important at
all" (6%), and "extremely important" (3%).
This suggests that businesses value the quality and reliability of the real estate firm's services. They want to
work with a firm that can provide them with the expertise and guidance they need to make sound real estate
decisions. They also want to work with a firm that they can trust to be responsive and reliable.

A real estate firm that can provide high-quality services to businesses can benefit in a number of ways. First,
they can attract and retain more clients. Businesses are more likely to work with a firm that they know and
trust. Second, a real estate firm that can provide high-quality services can charge higher fees. Businesses are
willing to pay more for a firm that can help them to achieve their real estate goals. Third, a real estate firm
that can provide high-quality services can build a good reputation in the industry. This can lead to more
referrals and new business opportunities.

Overall, the pie chart shows that the quality and reliability of the real estate firm's services are very
important to businesses. Businesses want to work with a firm that can provide them with the expertise,
guidance, and support they need to make sound real estate decisions.

Please rate the firm’s/developer’s support of marketing materials and tools.

3%

Above average
33% 40% Average
Below average
Excellent
Insufficient

3%
21%

I would rate the firm's support of marketing materials and tools as average.
The pie chart shows that 33% of respondents rated the firm's/developer's support as average, while 40%
rated it as below average. Only 21% rated it as above average, and 3% rated it as excellent or insufficient.

This indicates that the firm is not providing exceptional support for marketing materials and tools. However,
it doesn't offer bad support as well. There is room for development, but the firm is not doing very well. We
can also say that The firm does not provide sufficient resources for marketing materials and tools.and does
not provide adequate support in terms of marketing materials and tools. Proper and frequent training on the
effective use of marketing materials and tools is needed .

How would you rate the firm's support in lead generation or customer referrals?

2%

4%
19%

Average
Excellent
Good
40% Poor
Very poor

35%
I would rate the firm's support in lead generation or customer referrals as excellent.

The pie chart shows that 40% of respondents rated the firm's support as excellent, while 35% rated it as
good. Only 19% rated it as average or below average, and 4% rated it as very poor This suggests that the
firm is providing exceptional support for lead generation and customer referrals. The majority of
respondents are satisfied with the level of support they are reciving The firm is providing a variety of lead
generation and customer referral tools and resources.

The firm is providing training on how to use lead generation and customer referral tools and resources
effectively.That is through a program called “Magnetshala”

The firm is providing feedback on lead generation and customer referral strategies and also providing a
referral network to help agents connect with potential clients. It is clear that the firm is committed to helping
their agents succeed.

It is also worth noting that the firm has a relatively high percentage of referrals (40%). This suggests that the
firm's agents are doing a good job of building relationships with their clients and generating referrals. This is
a positive sign, as referrals are one of the most effective ways to generate new leads.

Rate the importance of timely and accurate payment from the firm.

36%

Extremely important
49% Moderately important
Slightly important
Very important

11%
4%

The majority of people believe that timely and accurate payment from the firm is extremely important
(49%). This is followed by very important (36%), moderately important (11%), and slightly important (4%)
There are a few reasons why timely and accurate payment from the firm is so important in real estate. First,
it allows agents to pay their bills and expenses on time. This is especially important for agents who are just
starting out or who have a lot of overhead costs. Second, it allows agents to invest in their businesses. This
could include things like marketing, training, or new technology. Third, it allows agents to provide better
service to their clients. When agents are not worried about getting paid, they can focus on their clients' needs
and providing them with the best possible experience.

For real estate firms, timely and accurate payment of their agents is important for a number of reasons. First,
it helps to attract and retain top talent. Agents are more likely to work for a firm that they know will pay
them on time and accurately. Second, it helps to maintain a positive relationship with their agents. When
agents feel valued and respected, they are more likely to be loyal to their firm and go the extra mile for their
clients. Third, it helps to avoid costly disputes and litigation. When agents are paid on time, there is less of a
chance that they will file a lawsuit against their firm.

Overall, the pie chart shows that timely and accurate payment from the firm is extremely important in real
estate. It is important for both agents and firms to make sure that payments are made on time and accurately.

Rate the effectiveness of the firm's training programs in improving your product knowledge and sales.

2%

Highly effective
35% 40% Ineffective
Neutral
Somewhat effective
Somewhat ineffective

22% 1%

The majority of respondents (40%) rated the firm's training programs as highly effective, and another 35%
rated them as somewhat effective. This means that 75% of respondents found the training programs to be
helpful in improving their product knowledge and sales.

Only 2% of respondents rated the training programs as somewhat ineffective, and 1% rated them as
ineffective. This suggests that the vast majority of respondents found the training programs to be valuable
and helpful.
Overall, the pie chart shows that the firm's training programs are highly effective in improving product
knowledge and sales. This is likely because the firm's training programs are designed to help agents learn
about the firm's products and services, how to sell them effectively, and how to build relationships with
clients.

The firm's training programs. They can help to improve the product knowledge, sales skills, and client
relationship skills. This will make a broker more effective agent and help them to close more deals.

How important is building a strong and trust-based relationship with the firm?

38% 38%
Extremely important
Moderately important
Slightly important
Very important

5%
18%

It clearly shows that building a strong and trust-based relationship with the firm is very important to 60% of
real estate buyers and is followed by somewhat important (19%), moderately important (11%), and slightly
important (5%).

There are a few reasons why building a strong and trust-based relationship with the firm is so important to
real estate buyers. First, it helps buyers to feel confident that they are working with a reputable and reliable
company. Second, it allows buyers to feel comfortable asking questions and getting the support they need.
Third, it can help to make the buying process more enjoyable and less stressful.

For real estate firms, building strong and trust-based relationships with their clients is essential for success.
When buyers trust their firm, they are more likely to recommend the firm to others and to do business with
the firm again in the future.
 Rate your satisfaction with the firm's involvement while handling a client.

3%

21%
32%
Dissatisfied
Neutral
Satisfied
Very dissatisfied
Very satisfied

1%

42%

I would say that the firm's involvement while handling a client is generally satisfactory. As we can see
clearly the percentage of people Very satisfied: 42% ,Satisfied: 15% Neutral: 21% Dissatisfied: 12% Very
dissatisfied: 10% are as follows and the majority of respondents (57%) are satisfied or very satisfied with the
firm's involvement while handling a client. This is a positive sign, as it suggests that the firm is doing a good
job of meeting the needs of its clients.

However, it is important to note that there are still a significant number of respondents (32%) who are
neutral, dissatisfied, or very dissatisfied with the firm's involvement. This suggests that there is room for
improvement.

Overall, how would you rate your level of satisfaction with the firm as a channel partner?
 3%

23%
Dissatisfied
41% Neutral
Satisfied
Very dissatisfied
Very satisfied

32%
1%

We can see majority of respondents (73%) are satisfied or very satisfied with the firm as a channel partner.
This is a positive sign, as it suggests that the firm is doing a good job of meeting the needs of its partners.

As from the pie chart we can clearly see that Very satisfied: 41%,Satisfied: 32%,Neutral: 18%,Dissatisfied:
9%,Very dissatisfied: 1%

However, it is important to note that there are still a small number of respondents (10%) who are neutral,
dissatisfied, or very dissatisfied with the firm as a channel partner. This suggests that there is room for
improvement..

Overall, the pie chart shows that the firm is doing a good job of meeting the needs of its channel partners.
However, there is room for improvement. The firm can improve its satisfaction as a channel partner by
communicating effectively, providing support, and going above and beyond to meet the needs of its partners.

Additionally we can see that the pie chart shows that a high number of respondents (41%) are very satisfied
with the firm as a channel partner. This can mean that the firm is doing a number of things well. For
example, the firm may be providing its partners with high-quality products and services, excellent customer
support, and competitive pricing.

In your opinion, what are the most important factors that contribute to a positive and productive
relationship with a firm?

According to the open ended question the channel partner wants are as follows:

Being honest toward work since the entire business is a partnership model so honesty and communication is the key
that they are looking for
Communication is another factor that the channel partners are looking for so that there are no gaps o
misinterpretation, Support from the firm is also something that the channel partner wants from the firm they are
working with.

Trust and transparency is also expected from the firm as partnering up with a firm in order to do transaction as there is
a large sum of money which is being dealt with so channel partners expects to know each and everything during the
process of transaction

Timely updates is another thing that the channel partners are expecting from the firm along with frequent interactions,
Relationship manager should timely update the channel partner without any delay as maintaining relation creates a
good and long term bond.

Rental segment should also be included as majority of the channel partners work in both Primary and Secondary
market

Client should not be stolen as the leads are provided by the channel partner themselves and they want the firm to
handle it with proper care

Can you share any suggestions or recommendations for firms to improve their relationships with
channel partners, based on your experiences and expectations?

According to the open ended question the channel partner suggestions are as follows:

Channel partners want on time followups on their lead as few of them were not satisfied with the service of the firm

Firm Should collaborate with maximum developer especially non branded developers as the firms only focuses to
work with A grade developers.

Proper update in the CRM is something that channel partners are looking into because in some cases there are
delays while updating the current status of the leads

Channel partners needs marketing materials and project details time to time.as in some cases the CRM that they are
provided with it takes time to update after which the updated materials and details are live in the application

Channel partner said that they were not satisfied with pre-sales team who are the first point of contact with the client

Faster response and employing good relationship manager is what they suggested as they wanted to improve
customer satisfaction
Interpretation:
After going through the data I would say that the Homesfy is doing a good job overall, but there is room for
improvement.

The firm is doing particularly well in terms of supporting its agents in lead generation and customer
referrals, as well as providing effective training programs. The firm is also doing a good job of paying its
agents on time and accurately.

However, there is room for improvement in terms of supporting marketing materials and tools, involvement
while handling a client, and satisfaction as a channel partner. The firm can improve in these areas by
communicating more effectively with its agents and partners, providing more support, and going above and
beyond to meet their needs.

Overall, the firm is a good channel partner and a good place to work for real estate agents. However, there
are a few areas where the firm can improve.

Although the pie charts are based on subjective data from surveys. This means that the results may not be
representative of all real estate agents or channel partners. However, the pie charts do provide some valuable
insights into the firm's strengths and weaknesses.

The firm should use the insights from the pie charts to identify areas where it can improve. The firm should
also continue to monitor its performance and make adjustments as needed.

Chapter 5

5.1 Findings

Channel partners in India are usually dominated by male but at the same time the impact of women has been
increasing gradually and also there are people who have been working in this industry for a very long time
which clearly shows the opportunity that real estate industry holds.

Channel Partners are also more into the primary market which shows they are more interested in under
construction projects where the brokerage is more compared to that of other markets and due to the
increasing demand of new properties people are also looking into properties that are not preowned. It is also
seen channel partners prefer to have a team because there are a lot of task which includes calling, keeping
followups, running campaign and doing site visits which is itself a lot of diverse work so segmenting and
distributing the task to individuals makes sure the entire business runs seamlessly without wasting any time
or resource

Channel Partners value communication from their firm. They want to be kept informed of the firm's plans
and strategies, and they want to be able to communicate freely with their firm about their needs and
concerns. In addition to that it also suggests that real estate brokers in India place a high value on financial
rewards, the reputation of the firm, and the quality of leads provided by the firm. They also value training
and support, as well as brand recognition so they expect responsiveness and accessibility.

Channel partners in India expect the firm to provide them with high-quality marketing materials and
tools. This is because channel partners play a vital role in generating leads and sales for the firm. By
providing channel partners with high-quality marketing materials and tools, the firm can help them to be
more successful.

Channel partners expect the firm to support them in lead generation and customer referrals. This is because
channel partners often have a wide network of contacts in the real estate industry. By supporting channel
partners in lead generation and customer referrals, the firm can increase its chances of closing deals.

Channel partners expect the firm to pay them on time and accurately. This is because channel partners rely
on commissions to make a living. By paying channel partners on time and accurately, the firm can maintain
a good relationship with its channel partners and ensure that they continue to work hard to sell the firm's
products and services.

Channel partners expect the firm to provide them with effective training programs. This is because the real
estate industry is constantly changing. By providing channel partners with effective training programs, the
firm can help them to stay up-to-date on the latest trends and developments in the industry.

Channel partners expect the firm to build strong and trust-based relationships with them. This is because
channel partners want to work with a firm that they can trust and that has their best interests at heart. By
building strong and trust-based relationships with channel partners, the firm can increase their loyalty and
commitment.

Channel partners expect the firm to be involved in handling clients. This is because channel partners want to
know that the firm is committed to supporting them and helping them to close deals. By being involved in
handling clients, the firm can help channel partners to overcome any challenges they may be facing and to
close more deals.
5.2 Suggestions

Channel partners are motivated by financial rewards, so it is important to offer them competitive
commission rates and other financial incentives, which will easily help to retain channel partners as they

want to partner with firms that have a good reputation in the industry as working with a reputable firm will
help them to be more successful.

They also rely on leads to generate sales. Therefore, they value firms that can provide them with high-
quality leads. Like we provided them through a paid digital campaign on google and other social media
platforms.

Channel partners want to feel valued and respected by the firms they partner with. we can build a strong
relationship with channel partners by communicating effectively with them, providing them with support,not
ignoring them or giving them excuse in fact going above and beyond to meet their needs is what expected.
High-quality marketing materials and tools to help them generate leads and sales. The firm should invest in
developing and providing channel partners with access to a variety of marketing materials, such as
brochures, flyer, website templates, and social media graphics. The firm should also provide channel
partners with training on how to use these materials effectively.

Develop a lead generation and referral program. Channel partners in India expect the firm to support them in
lead generation and customer referrals. The firm should develop a lead generation and referral program that
provides channel partners with access to leads and rewards them for generating referrals it can be in the form
of discounts on digital campaign or lead generation. The firm should also provide channel partners with
training on how to use the lead generation and referral program effectively

Ensure timely and accurate payments. Channel partners in India expect the firm to pay them on time and
accurately. The firm should ensure that channel partners are paid on time and accurately by implementing a
clean and fast payment processing system. The firm should also keep channel partners informed of their
payment status and be responsive to any inquiries they may have.

Provide effective training programs. Channel partners in India expect the firm to provide them with effective
training programs. The firm should develop and provide channel partners with access to training programs
on a variety of topics, such as the firm's products and services, the real estate industry, and sales and
marketing techniques. The firm should also provide channel partners with the opportunity to attend industry
events and conferences.
Build strong and trust-based relationships. Channel partners in India expect the firm to build strong and
trust-based relationships with them. The firm should build strong and trust-based relationships with channel
partners by communicating effectively, providing support, and going above and beyond to meet their needs.
The firm should also regularly solicit feedback from channel partners and use that feedback to improve its
products and services.

Be involved in handling clients. Channel partners in India expect the firm to be involved in handling clients.
The firm should be involved in handling clients by providing support to channel partners, such as preparing
marketing materials, negotiating contracts, and closing deals. The firm should also be responsive to channel
partners' feedback and be willing to work with them to resolve any client issues.

Offer competitive pricing and commissions. Channel partners in India want to make a profit from selling the
firm's products and services. The firm should offer competitive pricing and commissions to ensure that
channel partners are profitable as many vendors provide packages for running digital marketing campaign so
providing a reasonable price can be a game changer.

Provide brand recognition and support. Channel partners in India want to work with a firm that has a strong
brand reputation as the broker themselves work with high reputed developers . The firm should provide
channel partners with marketing and promotional support to help them to sell the firm's products and
services.

Invest in technology and infrastructure. Channel partners need access to the latest technology and
infrastructure in order to be successful. The firm should provide channel partners with the tools and
resources they need to do their jobs with ease so the entire process can be simplified

Be transparent and communicative. Channel partners in India want to work with a firm that is transparent
and communicative. The firm should keep channel partners informed of its plans and strategies, and should
be responsive to their feedback.

5.3 Conclusion
Being new to this industry helped me to explore and know each and everything in detail about the real estate
market. Connecting with channel partners and building long term relations was the important lesson which I
got during the past 6 months. I can conclude that mapping the expectations of channel partners in India in
real estate is an important exercise that can help firms to improve their performance and become more
successful. By understanding the expectations of their channel partners, firms can develop and implement
strategies to meet those expectations and build stronger relationships with their channel partners.

So there are some expectations of channel partners which they expect are high-quality marketing materials
and tools along with the support in lead generation that we provided through digital marketing campaign.
Timely and accurate payments are one of the most important thing that can make or break a bond,effective
training programs which will help the channel partners to understand the project and schemes crystal clear
and strong and trust-based relationships are again an important factor, Involvement in handling clients with
seriousness and proper updates to the channel partner also shows how serious we are.

Therefore,I can conclude that channel partners play an important role in Indian real estate industry. They are
responsible for generating leads, closing deals and customer service. Channel partners are motivated by
financial rewards, so it is important to offer them competitive commissions and other financial incentives.
They also value companies that have a good reputation in the industry and can provide them with quality
leads. In addition to financial reward, channel partners also appreciate communication and encouragement
companies. They want to feel valued and appreciated, and they want to know that they can count on their
company when they need it. Companies looking to attract and retain the best channel partners should focus
on the following. Offers competitive compensation and other financial incentives Building a good reputation
in the industry Deliver quality leads to channel partners Communicate effectively with channel partners
Providing support to channel partners By focusing on these factors, companies can build strong relationships
with channel partners and achieve their business goals. Here are some more thoughts on building and
maintaining a successful affiliate channel program. Develop a clear and concise channel partner program
strategy. This should include your program goals, the types of channel partners you want to work with, and
the resources and support you can provide them. Create a channel partner portal. It's a central location where
channel partners can access all the resources and information they need, including marketing materials,
training programs and sales support. Communicate regularly with channel partners. Keep them up to date
with your latest products and services, marketing campaigns and sales promotions. Provide training and
support to channel partners. Help them learn about your products and services and give them the tools and
resources they need to succeed. Recognize and reward your channel partners. Show them that you appreciate
their hard work and dedication. This can be done through monetary incentives, non-monetary rewards or
simply expressing gratitude. By following these tips, we can build a strong and successful channel partner
program that will help us achieve your business goals.

BIBLIOGRAPHY
 Websites:

1. https://www.moneycontrol.com/news/business/real-estate
2. https://www.ibef.org/industry/real-estate-india
3. https://www.mymagnet.io/
4. https://www.homesfy.in/
5. https://timesproperty.com/
6. https://www.realestateindia.com/

APPENDIX (QUESTIONNAIRE)

1.How long have you been working in the real estate industry?

a.0-3 years

b.4-7 years

c.8-11 years

d.12-15 years

e.More than 15

f.66 years or older

2.Gender?

a.Male

b.Female

3.Which Market do you work in?

a.Primary
b.Rental

c.Resale

d.All of them

Quantitative Questions:-

1.Do you have a team?

a.Yes

b.No

2.Please rate the importance of effective communication from the firm/developer in your
collaboration.

a. Not important at all

b. Slightly important

c. Moderately important

d. Very important

e. Extremely important

3.How would you rate the responsiveness and accessibility of the firm?
a. Very poor

b. Poor

c. Average

d. Good

e. Excellent

4.Rate the importance of the quality and reliability of the firm's services to your business.

a. Not important at all

b. Slightly important

c. Moderately important

d. Very important

e. Extremely important

5.Please rate the firm’s/developer’s support of marketing materials and tools.

a. Insufficient

b. Below average

c. Average

d. Above average

e. Excellent
6.How would you rate the firm's support in lead generation or customer referrals?

a. Very poor

b. Poor

c. Average

d. Good

e. Excellent

7.Rate the importance of timely and accurate payment from the firm.

a. Not important at all

b. Slightly important

c. Moderately important

d. Very important

e. Extremely important

8.Please rate the effectiveness of the firm's/developers training programs or resources in improving
your product knowledge and sales.

a.Ineffective

b. Somewhat ineffective

c. Neutral
d. Somewhat effective

e. Highly effective

9.How important is building a strong and trust-based relationship with the firm?

a.Not important at all

b. Slightly important

c. Moderately important

d. Very important

e. Extremely important

10.Rate your satisfaction with the firm's involvement while handling a client.

1: Very dissatisfied

2: Dissatisfied

3: Neutral

4: Satisfied

5: Very satisfied

11.Overall, how would you rate your level of satisfaction with the firm as a channel partner?

a.Very dissatisfied

b. Dissatisfied
c. Neutral

d. Satisfied

e. Very satisfied

Qualitative Questions:-

1.In your opinion, what are the most important factors that contribute to a positive and productive
relationship with a firm?

2. Can you share any suggestions or recommendations for firms to improve their relationships with channel
partners, based on your experiences and expectations?