Myth #9 : IPO Style Allotment is a very apt strategy for marketing real estate
(Category: Marketing) Also published in CNBCTV18 Can real estate be marketed as an IPO? Broadly speaking, it is inappropriate. However, there are extremely special circumstances when this can be tried. ----------------------------------------------------------------------------------------------------------------------- Proponents of IPO Style Marketing believe that this strategy creates an artificial scarcity resulting in the urgency of decision making for the consumers. They believe that when the customer sees the likelihood of being left out, he decides faster. Technically speaking, IPO style allotment is inappropriate for real estate. In Initial Public Offering for securities, all securities on sale are identical and have similar valuations and offer identical benefits to all purchasers. However, all homes in any given project do not offer the same value to all customers. Certain home buyers will never buy a south-facing home – even at steep