Mumbai and its sub-urban areas has got a new tabloid titled Estate Agent Journal. The monthly tabloid is targeted at the realty channel community including developers, estate agents and realty stake holders, to help them grow their businesses and increase profitability.
The English title will be made available to realty industry professionals based in Mumbai, Panvel and Palghar.
Talking about the tabloid, Rashid Iqbal, publisher, says, "With its content spanning topics such as specific markets, developer strategies and channel trends, Estate Agent Journal's content is dedicated to discussing the hot issues that matter to the realty channel. The idea is to educate the realty channel about the opportunities in the real estate sector and help them grow further. Being a niche title, though the print run is controlled, distribution and content generation costs are very high. Besides, the issue is published on high quality paper to get the intended effect."
The content mix of the monthly tabloid will include developments in the realty sector and its effect on the business. There will also be profiles of individuals behind the big realty companies, apart from regular columns like news and views.
The tabloid will cover the entire realty spectrum of Mumbai, Panvel and Palghar, right from the high-end properties, commercial projects to the mass housing projects. "Estate Agent Journal will target the channel executives that influence property purchase decisions, offering them a mix of original news, incisive analysis and in-depth features on emerging real estate investment opportunities," adds Iqbal.
Since the title will follow controlled circulation strategy, it has set up a distribution network that will identify realtors and copies will be delivered every month. However, the biggest challenge the media house is facing is to quantify and list the number of serious channel players currently active in and around Mumbai.
Talking about the prospective advertisers, Iqbal says, "Our study has shown that each realtor has a captive 20-30 supporting investors. Currently, most of the advertising budgets are spent on lead generation from daily newspapers. This is a pull strategy which works as long as you continue advertising. Channel marketing is not only economical but also ensures lead generation with or without advertising."