Central Line Me Ghar Dikha Diya... Western Line Me Ghar Dikha Diya... Harbour Line Me Bhi Ghar Dikha Diya... Now it's time to meet the man behind the virality of the unique content that reinvented real estate marketing. In conversation with Bhavesh Kaware a.k.a Property Transaction Guru.
Bhavesh Kaware has been the talk of the socioverse since he took over the internet with his content. In a tête-à-tête with him, we delve further into his collaborations, content style, creative vision, and real estate marketing.
When I spoke to him about his vision as a creator and what he aims to achieve, the real estate professional showed me a tattoo on the back of his palm and the role it plays in his approach towards life; but more on that later.
Several creators are adopting his content style, brands are creating topical content themed around his dialogue delivery... Memes, Reels, Shorts, podcasts, etc... his content properties traverse across social media formats. Bhavesh's popularity has also expanded beyond social media and reached TV Channels. But what led to this moment? Let's find out...
Path To Virality
Let's start from the beginning. It's been a few months since Bhavesh's content has been doing rounds of the internet, but it reached its peak recently when quite a few brands created topical posts on his content style, and creators adapted it for their videos. On average his posts receive 70-110K. The dip in engagement that usually shows up in branded content, does not show up on his profile, engagement stays at par, and some of the engagement metrics on paid collaborations are over 100K.
Talking about how his content reached the peak it is at today, Bhavesh mentions that this content style that has developed is not new, but it had just not reached the people. Once it reached the audience, everyone liked it.
Remarking on the virality, he says most of the videos right now are reaching that peak, and it's difficult to track which video went viral first.
"Dekho Boss", and "Aajao... Dikha Dunga" are the one of most spoken dialogues at the moment on the internet, sharing his take on the popularity and its ample usage, he says, "It's a common dialogue, but it is fun to see that because I said it in my style, it's reaching so many people, and brands and creators are adapting it..."
When I quizzed him, "Why is the audience resonating with your content so much?" He said he is puzzled too.
"A lot of people are telling me I've cracked Instagram's algorithm, but I myself don't know whether I've cracked it or not."
Acing Branded Content
While several brands created topical content on his style, a few went a step further and collaborated with him. And the names here are not restricted to real estate alone, there's a range of food delivery platforms, F&B companies, OTT platforms, and more.
Talking about this diversity, he states, "I sell everything that is permitted by the government for sale. It needs to make sense. I should have fun while doing it. My kids should look up to me when they see that content."
While the content is engaging and fairly simple without any complexities, it includes a few elements that are significant for any branded communication. Traits like transparency, and informational value are seamlessly ingrained into his content. Bhavesh reckons that these traits are on point because he leads with authenticity and thrives on creative liberty, if that is changed, the authenticity would be lost.
"Brands should allow artistic freedom. When the script is mine, I can explain the USPs of the product".
"Whenever a developer reaches out to me, to make a video on a project, I also get a brief and costing along with it. My only approach is... I can't recite dialogues or study a script because I've never studied in my whole life..." he adds.
Real Estate Marketing Tips
Bhavesh has brought newness to real estate marketing and steered away from the traditional tropes of presenting a lifestyle, communicating exclusive amenities, and taking the familial approach.
Discussing the state of real estate marketing and whether or not it's in the right direction, he says it's not about a particular approach or the right direction, he emphasises the importance of audience segmentation in marketing plans.
"A project is made for a particular target audience. One building of 50 floors would have 300 houses. Now this cannot be segmented as I want to cater to the luxury segment, affordable and reasonable too... That whole inventory of 300 products needs to be a niche with a set of audiences, which is either one of the segments.”
He further highlighted how brands and real estate group businesses should follow a consumer-first approach. When the consumer sits at the table, they need to be convinced to buy the product, and the product needs to reflect the consumer's needs.
"If I'm looking for an affordable product, then no matter how hard the marketing campaign sells a luxury product to me, I won't buy it. Find the target audience for your niche product, sell it off, and finish it," he adds.
The Creator's Vision
Bhavesh has garnered popularity, he is bagging brand collaborations, and doing well for himself. What's next?
When I spoke to him about his end goal and vision as a creator, he showed a tattoo on his hand that has the rupee sign imprinted on an airplane. This signifies his vision as a creator, which is bringing foreign investments into the country, and boosting the Indian economy.
"Everyone will grow if the Rupee grows. Right now, people are comparing the rupee to the dollar rate, but the dollar should be compared to the rupee rate," says the property guru.
His favorable outcome reminded me of the unfavorable beginning, which changed from being questioned to being imitated. He remarked this with a closing thought, "Nazariya Badlo Nazaare Badal Jayenge…" (Change your point of view, and the view changes).
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