Differentiating at the right journey touchpoints is the key to value creation
Pre - Purchase
During Purchase
Post - Purchase
When customers are exploring options, credentials of builder plays a crucial role in impacting customer experience
Q1 - Did the brand offer enough help for me to assess the property?
Voice of Customer insights
Location visit and accessibility are crucial for customers when assessing a property –
- “We had many options but opted for this one because the location and interiors were good.“
Customers stated that they evaluate properties based on zoning and regulations –
- “I prefer buying from big names because they make sure they follow all government regulations.“
Customers also factor in the reputation of builders and contractors during the pre-purchase stage –
- "In Delhi, I'm aware of two prominent builders, brand A and brand B."
- “We are more comfortable and have peace of mind when we buy a property from a big name. Operations will run seamlessly and there will not be any problems in the future.”
Transparent and proactive communication on the contractual terms as well as about the progress status of the project helps improve the overall experience
Q2 - Did the brand make the purchase process informative and seamless?
Voice of Customer insights
Transparent communication builds brand trust –
- “Difficulty is that proper information is lacking. Nobody will tell you the full truth. They hide construction issues and delays in order to sell the property.“
- "If a brand provides good service, it builds trust.“
Contractual terms and conditions should be easy to understand to enable a seamless process for the customer –
- “Builder A had very tall buildings, and the lower floors were already booked. The process was very detailed, with a lot of scrutiny and formalities, which felt a bit overwhelming. The material used was good, but the process and height of the buildings were not suitable for us."
Ease of reselling and ongoing efforts on sustainability require improvement at a sector level
Q3 - Did the brand meet its commitments?
Voice of Customer insights
Poor property management and maintenance can significantly impact ownership experience and tenant satisfaction –
- “Brand C always has some issues. I lived in one of their projects, and there were many plumbing problems due to saline water. Every three to four months, we had to get plumbing work done. There was also no Narmada water connection, which is available in my current building."
- "I checked out Brand D’s construction too, but their work was not fully complete. There were some patchworks and cracks on the walls, so I cancelled it.“
- “First, I spent so much to buy the house, now I am paying towards maintenance every month. If regular upkeep is not there in the society, then all that extra amount is a waste. I expect basic maintenance and management from the society.”
Striking the right balance between delighting the customer and the cost of servicing them is key to maximising value
Performance of the segment on the prioritised experience attributes
Customers are increasingly seeking homes equipped with smart technology features and proximity to basic facilities
- Customers are keen on properties in gated colonies at prime locations, which ensures proximity to necessities such as schools and hospitals.
- In a time of constant surveillance and regular visits from delivery agents, security is another attribute sought by residential customers.
High demand for the mid and high-end segment:
- Builder portfolio should contain a good mix of affordable, mid-range, and luxury properties, as the purpose of investment may differ from customer to customer.
Complementary facilities such as concierge or club memberships are good to have but are not actively sought by the customers.
Low performance of the segment across prioritised experience attributes can be mapped to low customer retention
Customer segmentation based on Satisfaction and Loyalty
(percentage share of respondents)
Customer retention is dependent on their satisfaction with the brand and their tendency to explore alternatives. ‘Ambassadors’ are highly satisfied customers who will keep contributing to the brand’s success. ‘Switchers’ on the other hand, are always seeking better options. ‘Critics’ as the third segment, actively convey negative feedback about the brand, if not satisfied. Finally, ‘Dependents’ are customers who remain loyal despite low satisfaction due to lack of alternatives in the market.
Attributes that build strong ambassadors for the segment:
- 15 percent of customers actively recommend builders with high top of the mind recall built via social circle and brand visibility.
- 8 percent of customers trust builders due to the high number of projects emerging in the locality, reflecting the builder's strong financial standing.
Attributes leading to customer churn:
- High-value purchases are under customer scrutiny from the first connect. Hence, builders must reveal all details on the website or during in-person discussions.
- For 8 percent of customers, this reinforces trust in the brand.
‘Expectation’, ‘Integrity’ and ‘Personalisation’ pillars hold high weightage in defining customer experience for the residential segment
Performance across the KPMG Six pillars of Customer Experience
(Weightage of the pillars to the overall experience requirements)
Attributes under ‘Expectation’ pillar, driving customer experience are –
- Higher the purchase value, higher the customer expectations. Real Estate builders must ensure developments meet the promises made to the customers on paper
- Customers should be offered multiple options to consider
- Construction quality should be in line with the brand image
- The development should be present in the preferred area of your target segment.
Attributes under ‘Integrity’ pillar, driving customer experience are –
- Clear communication on prices, which are not altered at a later period
- Builders must put an equal emphasis on instilling trust within the local community. Word-of-mouth is still a prominent channel for advocacy as opposed to the online channels.
Attributes under ‘Personalisation’ pillar, driving customer experience are –
- Omnichannel communication, follow-up leading to customer acquisitions, and a shared browsing experience with 3D renderings will drive sales.
Ensuring customer peace of mind delivered via excellent service can help drive prices of the property
Top experience attributes influencing the customer’s willingness to pay
-
Meeting customer expectations on the range of facilities available as well as the look and feel of the property at possession
-
Superior quality of construction and maintenance of property
-
High levels of trust between customer and brand
-
Good location with proximity to schools, hospitals, markets and other essential services
-
High quality service across all interactions with sales staff, in alignment with property cost
An individual’s willingness to pay a premium is driven by immediate needs. As today’s customer evolves, the focal aspect of premiumisation has shifted from functionality to experience. This aspect may translate as personalised convenience, focus on wellbeing or even exclusive amenities.
Ensuring customers’ peace of mind can help builders claim a premium on the property
- 32 percent of customers have a greater propensity to pay if the builder meets their expectations on amenities, construction quality, maintenance of the premises, etc.
- 28 percent of customers would pay more to builders they trust
Value of residential property rises with strong community endorsements
- For the residential segment, 24 percent would pay more for a property with a great community or positive word-of-mouth from existing residents.
24 percent of customers are willing to pay more if they feel the sales staff reflects the property's value in service.
Our customer experience (CX) insights across sectors
Key Contacts
- This content sets forth the views of KPMG based on the completeness and accuracy of responses received from the participants and any assumptions that were included. If any of the responses is not complete or accurate, it could have a material effect on our conclusions.
- In accordance with its policy, KPMG advises that neither it nor any partner, director or employee undertakes any responsibility arising in any way whatsoever, to any person in respect of the matters dealt with in this content, including any errors or omissions therein, arising through negligence or otherwise, howsoever caused.
- While preparing the content, we have assumed the authenticity of all the responses or information referred or provided. We have not independently verified the accuracy, completeness, correctness or authenticity of the same. We assume no responsibility for content or any responses or information referred or provided.
- We have not performed an audit and do not express an opinion or any other form of assurance. Further, content is not intended, nor should it be interpreted to be legal advice or opinion.
- In connection with the content or any part thereof, KPMG does not owe duty of care (whether in contract or in tort or under statute or otherwise) to any person or party to whom the content is circulated to and KPMG shall not be liable to any party who uses or relies on this content. KPMG hereby disclaims all responsibility or liability for any costs, damages, losses, liabilities, expenses incurred by such third party arising out of or in connection with the content or any part thereof.
- The content contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavor to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation.
- By reading the content the reader shall be deemed to have accepted the terms mentioned hereinabove.
KPMG Assurance and Consulting Services LLP, Lodha Excelus, Apollo Mills Compound, NM Joshi Marg, Mahalaxmi, Mumbai – 400 011 Phone: +91 22 3989 6000, Fax: +91 22 3983 6000.
© 2025 KPMG Assurance and Consulting Services LLP, an Indian Limited Liability Partnership and a member firm of the KPMG global organization of independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee. All rights reserved.