GTM Strategy for Influencing Buyer Behavior in India’s Real Estate Market 2025

India’s real estate market, projected to reach $1 trillion by 2030, is a vibrant ecosystem spanning residential, commercial, retail, and warehousing segments. With a complex value chain of developers, brokers, investors, and financiers, understanding buyer behavior is central to crafting effective GTM strategies. Today’s tech-savvy, discerning buyers demand transparency and personalisation, making customer insights critical for driving property sales. LawCrust’s hybrid consulting approach—blending management, finance, legal, and technology—guides senior leaders to influence buyer behavior and thrive in market trends of 2025.

Industry Overview: Why Buyer Behavior Drives GTM Success

Contributing 13% to GDP, India’s real estate market is the second-largest employment generator after agriculture. Regulated by RERA and SEBI, it serves diverse buyer segments, from first-time homeowners to NRI investors. Buyer behavior shapes GTM strategy as informed buyers prioritise affordability, sustainability, and digital experiences. By leveraging customer insights, developers can customise offerings, optimise channels, and accelerate conversions in a competitive landscape.

1. Recent Market Trends Shaping Buyer Behavior (June 2025)

• Post-Pandemic Lifestyle Shifts

Buyer behavior reflects post-pandemic preferences for larger homes, work-from-home spaces, and wellness amenities. Demand for tier-2 cities like Jaipur and Chandigarh surges as buyers seek affordability and quality of life, reshaping market trends.

• Digital Adoption

Digital platforms like PropTiger and Housing.com dominate property searches, with virtual tours and online bookings now standard. Buyer behavior leans heavily on AR/VR experiences and social media reviews, pushing developers to integrate PropTech into GTM strategies.

• Regulatory Reforms

On 18 June 2025, SEBI streamlined REIT and InvIT norms, reducing minimum subscription sizes to ₹25 lakh and clarifying disclosure rules. These changes boost retail investor confidence, influencing buyer behavior toward REITs. In May 2025, banks cut lending rates by 5–10 basis points (RBI repo rate at 6%), enhancing affordability and shaping positive buyer sentiment.

• NRI Investment Patterns

A weaker rupee in 2025, combined with Budget 2025-26’s simplified SRVA and SNRR remittance rules, has fuelled NRI investments in cities like Bengaluru and Pune. These global buyers influence buyer behavior with preferences for high-return assets and streamlined documentation.

2. Key Factors Influencing Buyer Behavior

• Financial Factors

Lower interest rates and flexible payment schemes drive buyer behavior. Home loan eligibility, pre-EMI offers, and developer financing partnerships significantly sway decisions, especially for budget-conscious buyers.

• Emotional and Lifestyle Drivers

Buyer prioritises wellness amenities (parks, gyms), smart home features, and sustainable designs. Location trends—proximity to schools, workplaces, or integrated townships—also shape preferences, particularly in tier-2 cities.

• Regulatory Confidence

MahaRERA’s backlog of 7,300 complaints underscores enforcement gaps, impacting trust. However, SEBI’s REIT reforms and RERA’s transparency mandates enhance buyer by fostering confidence in compliant projects.

• Digital Influence

Social media, PropTech platforms, and AR/VR tours heavily influence buyer behavior. Buyers rely on online reviews, influencer endorsements, and immersive digital experiences, necessitating robust digital GTM strategies.

3. GTM Strategy Implications for Influencing Buyer Behavior

• Segmentation

Map buyer personas by age, income, location, and goals. Young professionals seek affordable tier-2 homes, while NRIs prioritise commercial investments. These customer insights enable targeted GTM strategies.

• Positioning

Customise value propositions to align with buyer behavior. Affordable housing should emphasise cost transparency, while luxury projects highlight smart features and ESG compliance to attract premium buyers.

• Channel Strategy

Leverage digital marketing (SEO, social media ads) and influencer outreach on platforms like Instagram. For NRIs, deploy webinars and virtual tours to address buyer around cross-border investments.

• Customer Journey Optimisation

Streamline the buyer journey with digital nurturing (email campaigns, personalised offers) and rapid response times. LawCrust’s CRM solutions ensure seamless experiences, aligning with buyer expectations.

• Technology Integration

Adopt CRM tools like Salesforce for customer insights and AI-driven lead scoring (e.g., HubSpot) to prioritise high-intent prospects. AR/VR platforms like Matterport enhance virtual tours, directly influencing buyer .

• Pricing and Financing Offers

Offer limited-period schemes, such as stamp duty waivers or flexible EMIs, customised to buyer and affordability trends. Align pricing with regional market trends, like lower rates in tier-2 cities.

4. Legal Readiness

Ensure RERA compliance and transparent title documentation to build trust. LawCrust’s legal expertise streamlines contracts, addressing buyer behavior concerns around delays and regulatory risks.

Illustrative Examples

• Tier-2 City Campaign

A Chandigarh-based developer used Brandwatch’s social listening tools to spot a shift in buyer behavior toward tier-2 cities, driven by remote work. Their GTM strategy pivoted to affordable 2BHK units with wellness amenities, promoted via PropTiger and Instagram campaigns. Virtual tours via Matterport boosted engagement, resulting in a 35% increase in bookings in Q1 2025.

• REIT Investor Engagement

Post-SEBI reforms, a REIT sponsor analysed buyer behavior showing retail investor demand for simplified disclosures. They revamped their GTM strategy with educational video tutorials and a Salesforce-based investor portal highlighting ESG assets. The campaign achieved 25% oversubscription in May 2025.

Conclusion

In India’s dynamic real estate market, a data-driven GTM strategy aligned with buyer behavior drives success. By leveraging customer insights, adopting PropTech, and ensuring legal compliance, developers can optimise offerings, accelerate property sales, and build lasting trust. LawCrust’s expertise empowers leaders to navigate market trends, influence buyer behavior, and thrive in 2025.

About LawCrust

LawCrust Global Consulting Ltd. delivers cutting-edge Hybrid Consulting Solutions in Management, Finance, Technology, and Legal Consulting to ambitious businesses worldwide. Recognised for our cross-functional expertise and hybrid consulting approach, we empower startups, SMEs, and enterprises to scale efficiently, innovate boldly, and navigate complexity with confidence. Our services span key areas such as Investment Banking, Fundraising, Mergers & Acquisitions, Private Placement, and Debt Restructuring & Transformation, positioning us as a strategic partner for growth and resilience. With an integrated consulting model, fixed-cost engagements, and a virtual delivery framework, we make business transformation accessible, agile, and impactful.

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