NoBroker.com launches its first-ever TVC
In a development that underlines a strong push to increase its operational scale and market penetration, NoBroker.com, the world’s largest ‘peer-to-peer’ real estate portal, has announced the launch of its first-ever TVC. The 20-second ad is aimed at highlighting NoBroker.com’s differentiated brand proposition of leveraging cutting-edge technology to eliminate brokers and middlemen from the property supply chain, and make it extremely easy and hassle-free for home owners putting their properties up for rent/sale.
The TVC targets home owners, a large percentage of whom are 45+ and not very active online. That’s why TV has been chosen as a medium, especially using the vernacular channels in the cities they operate in, to reach these home owners effectively and at low cost.
The video starts with a property owner talking about the hassles of enlisting a property with a traditional broker, before going on to explain how NoBroker.comcan address these challenges and make property discovery extremely convenient and hassle-free. The video was conceptualised and created by Circus Elephants, a 360-degree digital content agency specialising in creative content development and social media. Shishir Sharma, the veteran actor, has been chosen to build credibility and trust for the owners who can relate more to a familiar face. The TVC will be launched in Mumbai, Pune, Bengaluru & Chennai. It will be delivered through regional news, movies and general entertainment channels to its target audiences.
Speaking on the launch of the TVC, Saurabh Garg, Co-founder, NoBroker.com, said, “The main concern of any home owner, anywhere in the world, is the discoverability of their property in the fastest time possible with the least inconvenience. This is why home owners tie up with property brokers – to improve discoverability, to enable swift discovery, and to minimise hassles. But given how broken the traditional property discovery chain is, they end up inconvenienced anyway, despite paying brokerage at premium rates. This is the market gap that NoBroker.com is addressing through its proprietary technology and tech-driven approach. With this TVC, we are highlighting our novel proposition to raise brand awareness across multiple geographies and to get more home owners to choose NoBroker.com for renting out their homes faster and without paying any brokerage."
Siva Prasad, Director, Marketing, NoBroker.com added, “What NoBroker.com is doing is extremely disruptive and straightforward at the same time. By leveraging technology to remove the middlemen from the discovery process, the platform is connecting home seekers with property owners more seamlessly and efficiently. It is this simplicity and efficiency that we wanted to communicate through the TVC. We are confident that the target audiences will gain a better understanding of the superlative benefits NoBroker.com enables through the TV ad campaign.
NoBroker.com uses cutting-edge tools to match a home seeker with the most-relevant property options without the involvement of a broker. This not only allows users to realise significant savings in brokerage fees, but also helps in minimising the time it takes for a property to be discovered – both for property owners and home seekers. The platform has been revolutionising the way properties are rented and sold in India through technology, and saves around INR 400 crore in brokerage fees every year by facilitating approximately 7.5 million customer connections on a monthly basis.