In a conversation, Mahzabin Chowdhury, Head of Marketing at Bproperty, speaks candidly about embarking on a career in the online real estate marketplace in its infancy, how digitalisation is transforming marketing practices and her mantra for success in life
Head of Marketing, Bproperty
You’ve been the head of marketing and public relations at Bproperty for 2 years now. Could you tell us about your journey thus far and your proudest achievements with the company?
When I joined, this marketing team was still a new idea, only just being formulated. The concept of an online real estate marketplace where everyone is welcome and safe was still fresh and Bproperty needed a means of communicating what exactly was happening, how it was going to benefit the masses, and how they (the masses) could engage with us.
I started off with a small team and we initially began by focusing on generating awareness about the concept of real estate marketplace and how a portal serves the purpose in the best possible way. People looking to invest in real estate needed to understand what the market had to offer, but also how they could get the best out of it. We slowly moved onto creating a more immersive marketing strategy focused around entertaining but informative content where we spoke holistically about real estate and the secondary market. We wanted people to realise that they were not just buying property, but that every little detail surrounding the decision would essentially impact their quality of life, whether buying to move in or as a future investment. In order to paint a clearer picture, we ventured on to discussing not just the properties themselves, but also about their environments, facilities to look for, and pricing forecasts.
WHAT WE LIKE TO CONVEY TO PEOPLE IS TO UNDERSTAND WHAT GOES INTO MAKING A HOME OUT OF A HOUSE AND DISCOVERING THEMSELVES ENOUGH TO KNOW WHAT THEY WANT AND NEED. THE CORE LESSONS ARE, KNOW THE SIZE OF YOUR PROPERTY AND ROOM REQUIREMENTS, FACILITIES REQUIRED IN THE BUILDING, FACILITIES YOU NEED AROUND THE PREMISE, PROSPECTS OF THE AREA IN TERMS OF DEVELOPMENT, AND YOUR FINANCING OPTIONS.
We took the existing technology and innovation of our own to create the perfect marketplace for real estate to flourish. We went on to evolve real estate into a digital playground with tours, videos, and even virtual property fairs. To further enhance people’s property requirements, we introduced new services like interior design, mortgage, and legal services. Our aim was to create an all-encompassing marketplace to engage with real estate in a secure and successful manner and we have been able to establish ourselves as just that – the one to go to when a property related concern arises. What I love to see at the end of the day is the number of people turning to us with their issues and leaving with satisfied expressions.
And for all that we’ve done, we have earned the most precious recognition any marketing professional dreams of – the mind share of our customers. Today, anyone thinking about property, will certainly give Bproperty a thought or would recommend to their acquaintances and loved ones.
How has digitalisation changed marketing practices in Bangladesh? How is it utilised at Bproperty?
As far as Bangladesh is concerned, digitalisation is a completely new concept only just being incorporated by everyone. But even in its infantile stage, it is growing rapidly with adaptations and innovations being seen by every brand we look at. It is great to see this pace and even better to imagine how much more room for growth there is in digitalisation.
What digitalisation is helping us with is garnering customer goodwill, getting on board with a shifted customer trend, being prepared for physical calamities, and providing for customers in a safe way. And in being such, it has created a more constructive, customer driven atmosphere where everyone is more empowered. With more information, people have grown more confident in making learned decisions. This has opened up new marketing avenues to grab attention and make product and service delivery easier for all parties. The same goes for digitalisation of the real estate sector.
With Bproperty, we have created a platform that enables buyers, sellers, tenants, and landlords the ability to set up their transactions on a digital plane. People are now able to search for properties online, thoroughly research those properties, take virtual tours and watch videos – everything leading to a more informed investment decision. People are also able to communicate with us on-demand – through various means including email, SMS, phone calls, and even social media – allowing for any immediate requirements or confusions to be addressed.
This kind of empowerment not only makes it easier for our clients to go through with their requirements, but it also attracts a whole new audience of people who were previously afraid to engage with such a high value product in the fear of losing out.
Digitalisation has made it possible to make steps easier for those in the market and for those who did not know they could be a part of the market. It has also made it easier for us to find these people in need and serve them in a manner that is fulfilling for all parties involved.
As someone with years of experience in marketing and public relations, have you ever been caught off-guard by unexpected consumer behaviours?
One of the greatest parts of working in the marketing field is the ability to learn something new every day. We strive to create communications that draw attention, educate people, and make new innovations. Most of the time, we take the right steps – people see what we have to offer and they act accordingly.
Occasionally, we come across feedback that we can incorporate to make a better service. Sometimes these requests can be quite grand or unorthodox, yes, but I don’t believe I’ve ever been caught off-guard. In the marketing field, especially for one with such a diversified high value product available in so many different setups, sizes, and conditions, it is to be expected that people will be thorough and have very particular behaviours in order to justify the investment they are making. We take it in stride and add it to our collective learning pool. Some of these behaviours would catch most people off guard, but we are in a learning mindset at all times and any information is information we welcome, as far-fetched as it may seem at times.
I HAVE STUCK TO WHAT I AM GOOD AT – COMMUNICATING. I HAVE BEEN ABLE TO PROVIDE AND EVOLVE THE BRANDS I HAVE WORKED WITH, CREATED NEW STRATEGIES AND TACTICS TO DEVELOP PRODUCTIVITY, AND SEEN MY TEAMS GROW AND DEVELOP AROUND ME.
What are some tips and guides that buyers should know before renting or investing in a property?
This is something that we like to discuss in detail. We have many articles on the subject on our blog and one of the main things we talk about is knowing exactly what you want. Surprisingly, this is one of the places people fall short. Many people want a new house with a set of bedrooms and bathrooms, but they don’t think about the layout and how they will move around the house or decorate it. A lot of people don’t realise the various impacts the floor you choose to live on will make. Many even misjudge the size of the apartment they want until they walk into one. These are only some of the things we have noticed from our clientele, and we cannot stress enough how important some of these factors are in determining quality of life down the line.
What we like to convey to people is to understand what goes into making a home out of a house and discovering themselves enough to know what they want and need. The core lessons are, know the size of your property and room requirements, facilities required in the building, facilities you need around the premise, prospects of the area in terms of development, and your financing options. These foundational facts will help set property seekers in the right direction.
What will be the next destination in your corporate journey?
That is honestly not something that I have actively thought about. I am a believer in ‘the journey is greater than the destination’ and have lived and worked that way my entire life. I believe this has helped me greatly over the years.
I have stuck to what I am good at – communicating. I have been able to provide and evolve the brands I have worked with, created new strategies and tactics to develop productivity, and seen my teams grow and develop around me. These are all great aspects of being where I am today. I can only hope that wherever my career takes me next, I have the opportunities where I can use my expertise to develop brands and
people alike.