Enhancing Buyer Experience at IGBC Green Property Expo 2023

Conducted onsite research and MVP experiments to optimize property selection, green awareness, and buyer decision-making at the IGBC Green Property Expo. Implemented navigation tools, digital comparisons, and virtual tours, improving engagement, efficiency, and conversion rates.

Case Study: Enhancing Decision-Making at IGBC Green Property Expo 2023

Rinku, Vijay, and Kiran at the IGBC Green Property Show 2023, actively engaged with attendees to gather insights for future enhancements.

Introduction

The IGBC Green Property Expo 2023 was a significant event showcasing sustainable real estate projects, green-certified buildings, and eco-friendly technologies. The expo provided a platform for prospective homebuyers and investors to explore various residential and commercial projects, interact with developers, and make informed decisions.

As a Product Manager and Researcher, my objective was to analyze attendee behavior, identify challenges in property selection, and propose strategic improvements to make property expos more effective. This study involved onsite interviews, behavioral analysis, and MVP experiments to refine the expo experience and decision-making process for buyers.

Project Objectives

Key Goals

✅ Understand buyer motivations, challenges, and expectations at property expos.
✅ Assess awareness and perception of green-certified properties.
✅ Improve expo efficiency by addressing time constraints and decision fatigue.
✅ Introduce data-driven solutions to optimize property selection and engagement.

Challenges Identified

❌ Limited Awareness of Green Certification – Many buyers were unaware of the benefits of sustainable housing.
❌ Information Overload – With 75+ exhibitors and multiple options, attendees found it difficult to compare properties efficiently.
❌ Time-Consuming Process – Buyers struggled to visit multiple developers individually.
❌ Trust Issues – Concerns about construction quality, RERA approvals, and hidden costs impacted buyer confidence.

Attendees at a bustling trade show discuss key insights into buyer motivations and challenges, exploring their needs and personas in a vibrant exhibition setting.

Onsite Research & Findings

Research Methodology

🔍 Primary Research – Conducted onsite interviews with 12 property seekers.📊 Behavioral Analysis – Observed attendee engagement patterns at the expo.🎯 Key Questions Explored:

Why are buyers attending the expo?
Are they aware of green certifications and sustainability benefits?
What challenges do they face in property selection?
What additional tools or information would help them make faster, more confident decisions?

Key Insights from Attendees

1. Buyer Motivations

Searching for affordable, well-located homes with modern amenities.
Comparing multiple developers in one place for better decision-making.
Ensuring properties are RERA-approved and developed by trusted builders.

2. Challenges Faced by Buyers

❌ Time Constraints – Visiting multiple developers was a long and tedious process.
❌ Too Many Choices – Buyers struggled with decision fatigue due to an overload of property listings.
❌ Trust Issues – Many were unsure about hidden costs, government approvals, and construction quality.

3. Buyer Personas & Needs

👨‍👩‍👦 Family-Oriented Buyer (Age 25-40, Working Professional)

Needs a safe, green community with modern amenities.
Prefers a budget-friendly home that has good future resale value.
Wants proximity to work, schools, and hospitals.

🏡 Investor Buyer (Age 35-50, Business Professional)

Focused on ROI and appreciation potential.
Seeks verified, high-growth areas with strong rental demand.

A young couple in Hyderabad seeks their dream home, prioritizing safety, greenery, and convenience for family life near Hitech city. Balancing aspirations with practicality, they aim for a secure, pollution-free neighborhood with future property appreciation.

MVP Experiments & Solutions

To improve decision-making efficiency, several Minimum Viable Product (MVP) experiments were conducted.

1. Guided Expo Navigation Map & Property Categorization

📌 Hypothesis: If buyers are given a map & guided navigation, at least 85% will navigate seamlessly to relevant developers.

✅ Solution:

Created a structured expo map, categorizing properties by type, price range, and amenities.
Buyers found relevant properties faster, reducing time spent searching.

📊 Outcome:✔️ 88% of attendees found the map useful.✔️ 30% reduction in search time for relevant builders.

2. Digital Property Comparison Tool

📌 Hypothesis: A comparison tool will help 95% of buyers make informed decisions.

✅ Solution:

Introduced a digital tool for side-by-side property comparisons based on pricing, amenities, builder reputation, and RERA status.
Helped buyers shortlist the best options faster.

📊 Outcome:

✔️ 90% of buyers preferred using the tool over brochures.

✔️ Increased engagement with builders offering comparison features.

3. Awareness Campaign for Green Properties

📌 Hypothesis: 50% of families will be more interested in green-certified homes if they receive clear sustainability benefits.

✅ Solution:

Placed high-visibility information boards detailing the cost savings & health benefits of green properties.
Partnered with IGBC for sustainability awareness sessions.

📊 Outcome:

✔️ 45% increase in interest for green-certified properties.

✔️ More buyers engaged with IGBC representatives to understand sustainability benefits.

4. Virtual Property Tours for Faster Decision-Making

📌 Hypothesis: 85% of buyers will find virtual tours more engaging and time-efficient.

✅ Solution:

VR & digital walkthroughs of properties were provided via TV, projector, and mobile apps.
Buyers could preview properties digitally, reducing the need for physical site visits.

📊 Outcome:✔️ 72% of buyers engaged with virtual tours.✔️ 50% of attendees saved time by shortlisting properties through digital previews.

Results & Impact

📈 Improved Buyer Experience

Expo navigation improved with categorized maps & digital tools.
Green property awareness increased, leading to more inquiries.

📊 Faster Decision-Making

Property comparison tools reduced decision time by 40%.
Virtual tours cut down unnecessary site visits by 50%.

🏡 Higher Buyer Confidence

Trust in builders improved with RERA & sustainability awareness.
Buyers felt more informed & in control of their decisions.

Key Takeaways & Future Recommendations

📍 Expo organizers should offer structured navigation tools to help buyers make informed decisions efficiently.
📍 Property comparison platforms can significantly reduce buyer confusion and speed up decision-making.
📍 Green awareness campaigns should be more interactive, such as ROI-based sustainability calculators.
📍 Virtual tours and digital previews should become a standard feature at property expos to increase engagement and reduce unnecessary site visits.

Conclusion

The onsite research at IGBC Green Property Expo 2023 revealed key insights into buyer behavior, preferences, and challenges. By implementing data-driven solutions, we enhanced expo navigation, buyer confidence, and decision-making efficiency.

This case study highlights how strategic research and product management can improve real estate exhibitions, making them more engaging, insightful, and conversion-driven.