The Hindu recently launched a new online property portal roofandfloor.com. It is an extension of the Property Plus supplement from the group and also an integration of the group's existing digital properties.
Rajiv C Lochan, MD & CEO, Kasturi and Sons Limited, said: "We are excited at continuing our long tradition of support to the real estate industry in the digital age through this distinctive and differentiated digital offering."
Talking about the objective behind the initiative, P D Sundar, AVP and Business Head - Digital Commerce, Kasturi and Sons Limited said, “The objective behind this initiative is to provide property buyers and our clients from the Real Estate industry a cutting-edge digital platform to complement the industry leading Property Plus product.”
Although the portal is currently specific to Chennai, the plans are to roll out soon in major cities in South India. The aim would be to establish roofandfloor.com as a national portal. Close to 400 developers have come on board and nearly 1000 new projects for sale from property developers and promoters can be viewed on the site.
When asked how different will it be from any other property portal in the market, Sundar added, “The name tries to capture the idea that we would like to be a one-stop shop for all aspects related to property. While I wouldn’t like to comment on other portals, our key features include a very easy and intuitive search feature that is backed by a robust algorithm. It takes into account multiple parameters to display the most relevant results matching a property buyer’s needs. There are also innovative features such as Neighbourhood/Video Maps and Click to Call for all premium advertisers, and last but not the least, strong integration with our print/digital media properties which already have a large reader/user base.”
The portal is being promoted through their own product The Hindu newspaper and also on the group's digital media properties. The group has also rolled out a targeted digital media campaign to attract relevant users across Tamil Nadu. Having a strong presence and relationship with major builders and property developers in Chennai, the group found it much easier to get them on board for their portal.
Given that there is a huge demand for housing among urban middle class, roofandfloor.com has been designed to tap into the space. But given the dominance of older players in the field, it remains to be seen how the portal is accepted by the target audience.