High-trust, high-ticket.
High site discipline.
Developers, brokers, residential and commercial agencies. The buyer is making a seven-figure decision and reading every signal on your site — including the boring ones, often especially the boring ones.
Real estate buyers don’t buy from sites; they shortlist from sites and buy from people. The site’s job is to make the shortlist, which is easier said than done in a sector where competition is fierce and the buyer is doing parallel diligence on five to ten properties at once. The discipline that wins shortlist spots is dull-sounding: accurate pricing, RERA numbers, current availability, real photographs, and a contact pathway that doesn’t involve a seventeen-field enquiry form. Most sites we audit lose at one or more of these. The flashy 3D walkthrough you spent six lakh on is the third thing the buyer cares about, not the first.
Does the RERA number really need to be visible on every property page?
Yes, and visible without scrolling. Section 3(1) of the RERA Act prohibits advertising or marketing a project without the RERA registration number; in practice the regulators are lax on enforcement but buyers are not. Properties without prominently displayed RERA numbers are quietly assumed to be unregistered (and therefore higher-risk) by experienced buyers. The penalty for non-display by an actual project is up to 10% of project cost; that’s rarely enforced, but the buyer-trust penalty is enforced every single visit.
Virtual tours: useful or theatre?
Both, depending on segment. For premium residential (₹2 crore+) and commercial leasing, virtual tours move the needle materially — buyers in those segments will book a physical visit only after a virtual one passes their bar. For mid-market residential (₹40 lakh to ₹1.5 crore), virtual tours have basically zero conversion impact in our data; the buyer just wants accurate floor plans, accurate sq.ft., and a phone number. The cost-benefit shifts sharply by segment. Most developers we work with end up doing premium virtual tours on three or four flagship units and skipping it for the rest.
Mira has a strong view that auto-playing hero videos on residential project pages should be banned by law. She’s probably right. We still build them sometimes when clients insist. We argue every time.
Trust signals real estate buyers verify
Across roughly forty real-estate-sector user-test sessions we’ve run in the past two years:
- Bank approvals — which banks have pre-approved the project for loans. Lists with named banks beat “all major banks.”
- Completion timelines for ongoing projects vs marketed timelines. A visible historic delivery track record matters.
- Possession dates, with the legal qualifier (“subject to force majeure” is fine; not stating it isn’t).
- Maintenance charges — monthly rate per sq.ft., transparently. Hidden maintenance is the #1 post-purchase regret driver.
- A named relationship manager with a real phone number, not a generic sales line.
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