Build­ing Cus­tomer Fo­cused Busi­ness

Sai Es­tate Con­sul­tants Chem­bur­pvt. Ltd. (SECCPL) was founded by Bhag­wan Wad­hwa­niand now is spear­headed by the young and en­ter­pris­ing next gen­er­a­tion. Vicky Bhag­wan Wad­hwani, Di­rec­tor of the com­pany, in an in­for­mal chat with Sap­nas­ri­vas­tava speaks about th

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Be­gin­ning the con­ver­sa­tion with the brief back­ground of Vicky gave an un­der­stand­ing of this young en­tre­pre­neur’s grit and de­ter­mi­na­tion who worked his way up to lead the bud­ding broking firm of Sai Es­tate Con­sul­tants. A com­merce grad­u­ate from Mum­bai Univer­sity and an MBA in mar­ket­ing, he started his ca­reer at a young age of 18. “I worked with BPOS, life­style clubs and a mo­bile agency that I used to run dur­ing my col­lege days. My brother Amit Wad­hwani left his job at Jet Air­ways and joined the busi­ness in 2010 and a year later I de­cided to as­sist him in the busi­ness.” Talk­ing about the changes that he has wit­nessed over the years in the busi­ness of broking, Vicky can­didly states that the big­gest change has been in the at­ti­tude of de­vel­op­ers. “Ear­lier, the de­vel­op­ers were quite un­com­pro­mis­ing and would not want to bring down their prices

or pay­ment pat­terns. Now they un­der­stand that de­vel­op­ers need to be con­sumer cen­tric not only in terms of de­sign­ing the projects but also in terms of cus­tomer re­la­tions and flex­i­ble pay­ment op­tions & dis­counts,” he ex­plained. The home buy­ers, he feels are now much more ed­u­cated and aware of the real-es­tate thanks to the easy ac­cess to the in­for­ma­tion avail­able on­line. “The home buy­ers are in a wait and watch sit­u­a­tion, ex­pect­ing price cor­rec­tions. But, the im­por­tant con­sid­er­a­tion while pur­chas­ing a prop­erty is to have a pro­fes­sional out­look and get the best deal. We guide the client in terms of the suit­able prop­erty as per their needs and as­sure them that of trans­par­ent ne­go­ti­a­tion on their be­half. On the other hand, we also ad­vise the de­vel­op­ers on the cor­rect pric­ing of their projects as per mar­ket de­mands to find buy­ers.”

Role Of an en­abler

Elab­o­rat­ing on the unique jour­ney of the com­pany, Vicky stated that his brother Amit’s hos­pi­tal­ity back­ground was the ma­jor dif­fer­en­tia­tor for them. “Given his air­lines pro­fes­sional train­ing, Amit brought that as­pect in client in­ter­ac­tion that was a pleas­ant sur­prise for the real-es­tate buyer. He also got the busi­ness more or­ga­nized and gave it a cor­po­rate struc­ture. When I be­came part of the com­pany, I as­sisted in get­ting clients and of­fer cus­tomer ser­vice post deal clo­sure. Our mar­ket re­mained the Chem­bur sub­urbs of Mum­bai. And the fo­cus was on ser­vice de­liv­ery to clients.” At present, Vicky is in­stru­men­tal in adding to the base­line of the or­ga­ni­za­tion by lever­ag­ing his mar­ket­ing ex­pe­ri­ence in var­i­ous do­mains. He is also in charge of fi­nan­cial and le­gal ad­vi­sory. “I am work­ing hand in hand with the panel of re­puted le­gal and fi­nan­cial con­sul­tants to man­age as­set li­a­bil­ity and all the pos­si­ble risks that the or­gan­i­sa­tion could ac­tu­ally face.” A down to earth per­son, Vicky is mod­est of his achieve­ments. Con­sid­er­ing the not so good per­cep­tion of broking busi­ness till few years back, Vicky is of the view that his pro­fes­sional ap­proach and can­did dis­cus­sions with the clients helped him in not be­ing per­ceived in a con­ven­tional way. “Our con­sis­tent ef­fort is al­ways to give clients a com­fort­able and plea­sur­able home buy­ing ex­pe­ri­ence.” prob­a­bly, one of the rea­sons the com­pany is man­ag­ing to sell con­sis­tently, even dur­ing the times of slow sales.

Dis­tinct busi­ness strat­egy

Start­ing al­most 7 years back, as an emerg­ing broking firm, Vicky and Amit Wad­hwani stud­ied the suc­cess­ful chan­nel part­ner’s busi­ness and ser­vice mod­els and made all out ef­forts to do bet­ter than them to cre­ate their own mark. And the strat­egy paid well. Vicky sum­ma­rizes their method­ol­ogy, “We en­sure that our ser­vices and prac­tices are much bet­ter than the best chan­nel part­ners of the given ge­o­graph­i­cal re­gion. Our strong after sales in-house sup­port make sure the buyer ex­pe­ri­ence re­mains seam­less be­fore and after the trans­ac­tion are made.” The con­sumers are well read to­day and un­der­stand most tech­ni­cal, le­gal and civil as­pects. To fur­ther in­crease aware­ness, RERA makes it manda­tory for all devel­op­ment com­pa­nies to post their build­ing spec­i­fi­ca­tions and project sta­tus on web­site. SECCPL be­fore list­ing a project, stud­ies de­vel­oper’s costs, in­ven­tory, any debts as­so­ci­ated with the projects and cur­rent mar­ket rep­u­ta­tion. Vicky fur­ther briefed, “We con­duct a de­tailed mar­ket & ty­pol­ogy anal­y­sis sur­round­ing the project and un­der­stand de­vel­op­ers ex­pected profit mar­gins. Most of the mi­cro-mar­ket cen­tric de­vel­op­ers though do­ing good work don’t have an in-house sales & mar­ket­ing team. Our ag­gres­sive mar­ket­ing brings to lime light these good qual­ity projects and at the same time of­fer the buy­ers value for money homes.” Con­clud­ing the con­ver­sa­tion on a pos­i­tive note, Vicky feels this is the right time to buy prop­erty as the real-es­tate mar­ket is cur­rently con­sumer favourable. At per­sonal level, he is quite sat­is­fied with his jour­ney till now and is rar­ing to achieve more. Ex­press­ing his en­thu­si­asm, Vicky said, “I wake up ev­ery morn­ing, pepped up to work with the team, to as­sist as many as pos­si­ble in ful­fill­ing their dream of own­ing a house and to take the com­pany to newer heights of suc­cess.” And we say ‘Amen’ to that.

From the way in­for­ma­tion is pre­sented on the com­pany web­site, the ad­ver­tise­ments or the project con­fig­u­ra­tion de­tails, the em­pha­sis is on con­sumer cen­tric ser­vice and de­liv­ery. The feed­back that we get from the clients is that they are happy deal­ing with us as we are pro­fes­sion­als un­like many oth­ers in this trade.” We are not in com­pe­ti­tion with our peers. We look up to those, who we would like to be com­pared with and where we want to reach.

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