Hero Realty’s Karan Kumar on humanising real estate through influencer-led storytelling

In the early 2000s, if you picked up a Mumbai Mirror or Hindustan Times, you might have encountered a real estate advertisement that looked different from today's property marketing. A simple hand-drawn map showing plots in the emerging Gurgaon, perhaps a basic sketch of a planned colony, and a straightforward copy that read: "Spacious Plots Available. Conveniently Located. Affordable Prices." The focus was on the square footage, location, and price. Marketing was about announcing availability, not crafting dreams.

Fast-forward to 2025, and not much has changed in the print advertisements; however, what they sell has changed drastically, including the media mix. The Indian real estate market, valued at USD 482 billion in 2024, is projected to reach USD 1,184 billion by 2033, driven not just by economic growth but by a fundamental shift in how properties are marketed and consumed, according to research. Today's campaigns feature cinematic storytelling, influencer partnerships, and immersive virtual experiences that would have seemed like science fiction two decades ago. Where once developers sold brick and mortar, they now sell aspirations, lifestyles, and emotional connections.

At the heart of this evolution is a recognition that today's buyers aren't just digitally native; they're digitally astute. As Karan Kumar, Chief Marketing Officer, Hero Realty, observes, the modern buyer begins their journey online, seeking not just amenities but also alignment with their values: sustainability, well-being, technology, and community. This shift has compelled real estate brands to reassess their approach, transitioning from one-size-fits-all, celebrity-fronted campaigns to authentic, locally relevant storytelling that resonates on a personal level.

For example, influencer marketing has effectively changed the communication style used by brands in this category, especially since influencers like Bhavesh Kaware have adopted a quirky and interesting messaging approach. In Hero Realty’s case, Kumar notes that rather than partnering with celebrities for broad appeal, the brand has collaborated with over 30 carefully chosen creators across key markets – real estate analysts, architects, finance professionals, NRIs, and working parents – each representing a distinct buyer lens. 

These partnerships often extend beyond property tours to craft emotionally layered stories that tap into the psychology of aspiration. In this conversation, Kumar delves into how Hero Realty navigates these complexities, from the current state of gender representation in real estate advertising to leveraging AI and VR for personalised experiences. He further discusses building trust in an industry plagued by credibility issues, in preparation for the rise of Tier II cities and evolving investment patterns that will shape the next decade of Indian real estate marketing.

Edited Excerpts:

Hero Realty operates in a real estate market where every aspect of a resident’s lifestyle is anticipated and catered to. From an advertising and marketing perspective, how does Hero Realty articulate its unique selling proposition beyond standard amenities? What specific communication strategies and creative themes are you deploying to build an aspirational identity that truly stands out in consumers' minds and avoids the "sea of sameness" in real estate advertising?

At Hero Realty, the real estate experience should feel personal, intentional, and aspirational. We go beyond showcasing amenities to tell real, human stories; whether it’s a young family finding peace in green zones or a digital native thriving through smart-home living. Creatively, we lean into experiential storytelling; using influencer walkthroughs, buyer testimonials, and neighbourhood narratives to show why people choose us, not just what they get.

We consciously avoid the clichés of the category. No loud hyperbole, no over-promising. Instead, we focus on authenticity, partnering with local voices, aligning with values such as sustainability and wellness, and designing a visual identity rooted in elegance and clarity.

It’s how we build resonance with our audience, establish long-term trust, and create a differentiated brand presence in a cluttered category.

Historically, real estate marketing relied heavily on traditional media and site visits. How has Hero Realty's marketing funnel evolved to capture today's buyer, who begins their journey online? What are the key stages of this new funnel, and how do you leverage different advertising channels (digital vs. traditional) to guide consumers from initial awareness to conversion, and what's your approximate budget allocation across these mediums?

Our marketing funnel has evolved from a linear to an omnichannel approach. Today’s buyer begins their journey digitally, so we meet them with intent-based, content-rich experiences across platforms. 

We drive awareness through digital storytelling, capture interest with immersive experiences like 3D walkthroughs and video testimonials, and nurture intent through retargeting, social proof, and CRM-led engagement. 

Traditional media still plays a significant role, especially in terms of awareness and local impact, but it’s integrated within a performance-first strategy.

Our marketing funnel reflects today’s digitally savvy and emotionally discerning homebuyers. We follow a five-stage model:

• Awareness begins with Instagram Reels, YouTube explainers, and influencer storytelling, even targeting audiences not yet in the market.
• Consideration is driven by domain-led videos, customer testimonials, and virtual tours that help buyers evaluate us with clarity and depth.
  
• Nurturing is personalised via AI-driven WhatsApp agents, CRM retargeting, and email journeys triggered by real buyer behaviour.
• Conversion becomes human through site visits, guided walkthroughs, and high-touch engagement.
• Post-sale advocacy completes the loop, with actual buyers sharing their stories and co-creating content that builds social proof and aspiration.

In recent years, real estate influencers have boomed and managed to engage consumers with their content on social media. For Hero Realty, how are you strategically leveraging influencer marketing and creator-led content to move beyond simple property tours towards deeper storytelling that taps into the psychology behind aspirational buying? Can you share examples of collaborations?

Influencer marketing isn’t about reach, it’s about relevance. We partner with storytellers who understand the psychology of aspiration, not just the square footage of a property. Over the past few months, we’ve collaborated with over 30 carefully chosen creators across key markets: real estate analysts, architects, finance professionals, NRIs, and working parents, each representing a distinct buyer lens.

Together, we create content grounded in real-life contexts: a young creator narrates her first home journey, a finance expert breaks down investment logic, and an architect explains thoughtful design choices. They’re authentic, emotionally layered stories of trust, security, growth, and identity.

We’re not looking for broadcasters. We’re looking for those who can humanise the home-buying journey. Because in real estate, you’re not selling a lifestyle, you’re helping people build one.

For a long time, real estate advertising has predominantly featured men in lead roles, often portraying them as the sole decision-makers in these scenarios. With reports indicating that over 30% of property buyers in urban India today are women, and a 14% surge in residential transactions by sole women buyers in 2024, how is Hero Realty consciously evolving its advertising narratives and visual communication to move beyond these traditional portrayals and genuinely feature women as central figures, decision-makers, and independent buyers? Could you share examples of how Hero Realty aims for a more inclusive and representative approach?

We believe homes are shaped by the people who dream them, not just the ones who sign the cheque. We’ve tallied the stats; over 30% of urban homeowners today are women, with a 14% surge in solo-woman buyers in 2024 alone. But beyond the data lies a deeper cultural reset. 

At Hero Realty, we’ve chosen to respond not symbolically, but systemically. Our storytelling now centres women, not as dependents, but as professionals, entrepreneurs, and self-assured decision-makers managing their emotional and financial futures. This shift is reshaping our entire creative stack, from copy to casting, influencer collaborations, and interior design content.

We’re building narratives that reflect ambition and autonomy, especially in Tier II cities like Ludhiana and Mohali, where the aspiration for representation is ripe and resonating. Women buyers are not an afterthought; they are a driving force. 

We’re here to honour that with authenticity, respect, and relevance. If anything, even our influencer collaborations now include women whose journeys reflect ambition, self-reliance, and vision. Inclusion, for us, is not a checkbox; it’s a correction.

A recent ASCI report highlights an 83% increase in consumer complaints, with real estate emerging as the second most violative sector for advertising. What proactive measures is the brand taking to ensure that its marketing communication is always transparent, avoids misleading claims, and adheres to ethical guidelines?

In real estate, trust isn’t built with clever lines or big promises; it’s earned through consistency, clarity, and respect for the buyer’s intelligence. We don’t trade in hype. We aim to lead with honesty, clarity, and authenticity because we understand the stakes; this isn’t a product, it’s someone’s future. 

Trust is not an afterthought in our marketing. It’s the foundation on which we build every message.

Every communication, whether an influencer video or a full-page ad, is vetted for truth, not just compliance. We don’t rely on superlatives, fine print, or inflated promises. Instead, we speak plainly, disclose transparently, and always reflect reality as the buyer will experience it. Because we believe real estate must move from persuasion to empowerment, and that begins with respect.

AI is transforming real estate marketing through predictive analysis, personalisation, and virtual tours, while VR offers immersive experiences. How is Hero Realty integrating AI to personalise ad copies and tailor content, and what role does VR play in enabling a more profound walkthrough experience, especially for remote buyers? How does this technology enhance or change the storytelling possibilities for your properties?

Technology is not just an enabler; it is also a narrator. Both virtual reality and artificial intelligence play critical roles in individualising, educating, and emotionally connecting potential buyers in Hero Realty. 

Our chatbots, powered by AI, can now match individuals with suitable projects based on their budget, requirements, and even household size. WhatsApp AI agents communicate in natural language, assisting users with frequent questions, equating monthly instalment calculations, and tour reservations through an intuitive interface. On the virtual reality side, we've introduced interactive, voice-led virtual tours, where foreign buyers, particularly NRIs, can experience spaces in an experiential, emotional manner.

Together, these instruments help us reduce the tension and stress associated with high-ticket buying. 

With dynamic shifts in the Indian real estate market, including the rise of Tier-II cities and evolving investment patterns, what emerging marketing trends or consumer behaviours do you anticipate will significantly influence Hero Realty's advertising strategy in the next 2-3 years? How are you preparing for these shifts?

The Indian real estate market isn’t just expanding, it’s evolving. From the rise of Tier-II cities like Mohali and Ludhiana to the mindset shift among younger buyers, we’re closely tracking how aspirations, content consumption, and decision-making behaviours are transforming.

Today’s buyer isn’t chasing square footage; they’re seeking alignment with values: sustainability, well-being, technology, and community. 

That’s why our communication is moving beyond amenities to emotionally resonant, locally relevant storytelling. No more one-size-fits-all. No more celebrity-fronted monologues. We believe community voices and credible domain influencers will lead the narrative forward.

Our content will be measured not just in views, but in behaviour shifts and lead quality. With data, intuition, and creativity in sync, we’re building a funnel where CRM, content, and performance converge; designed for today’s buyer and tomorrow’s market. We're gearing up for this by investing in tools, platforms, and partnerships that enable data-driven creative thinking, not mass broadcasting.

As you continue to shape Hero Realty's brand and marketing strategy, what has been your biggest personal learning or philosophy that consistently guides your approach to connecting with consumers in the high-stakes real estate sector?

My biggest learning? People don’t just buy homes; they invest in their dreams, in their aspirations, and often their life’s entire savings. Real estate isn't just a high-stakes category financially; it’s deeply personal. That makes trust the single most important currency. And trust isn’t built through flashy promises or clever campaigns; it’s earned through clarity, consistency, and authenticity.

Every interaction, whether it’s a billboard, a WhatsApp message, or a walkthrough, must respect the significance of what’s at stake for the buyer. I’ve come to believe that empathy is a strategy. When we honour the emotions behind the transaction, speak honestly, and show up with intention and respect, we build more than a brand—we build belief.

My guiding philosophy: be clear, be kind, be credible. If we do that well, marketing stops being about selling and becomes a way to serve. That’s what makes people come back, refer others, and feel proud to call our homes their own.