Are 7-12 year olds influencing purchase in the real estate category?
A kid being lifted in the air by his father, is the most common trope of real estate ads. One encounters several such ads with a pithy “Give your child a happy future, a happy home.” For a 30-something parent, his/her kid is definitely a factor to consider when making a decision as big as buying a house. L&K Saatchi & Saatchi went with a similar-themed picture for Omkar Alta Monte.
The target: parents looking to shift closer to the highway, just so they’d spend less time commuting and more time with their kids. “Kids are the trigger for buying decisions but I won’t go to the extent of saying they have a role as influencers yet,” clarifies Anil Nair, CEO and managing partner of L&K Saatchi & Saatchi.
Everyone talks to the man and woman, he adds. Speak to Percy Chowdhry, director of Mumbai’s leading realty major -Rustomjee, and you may think differently. When Rustomjee rolled out a massive ‘Childhoods Available’ campaign, it became the first choice for parents who were pining for more quality time with their kids, he tells us. But does that mean parents were actually asking their kids which brand to put their money on?
In some cases they did. Chowdhry tells us about one of them: “Aparna Nadkarni, now a Rustomjee customer, would bring her 8-year-old son along every time she came to check Rustomjee’s Project Thane. 50% customers take a day to seal the deal but she made three visits. Maybe she wanted to negotiate. At one point we saw her son telling her, “mummy, lelo yeh ghar” (Mom, buy this house).” Her son is 12 now.
And Nadkarni feels kids these days are a lot more aware than she was at their age. “Their inputs are well thought-through and one must take them into account because ultimately your child’s happiness is paramount,” she says. While not decision makers their inputs are certainly valued. Even in matters involving millions of rupees, their opinions aren’t being brushed aside anymore.