In a conversation, Shariful Islam Tareq, AGM (Head of operations), Marketing & Media at Rupayan Group, elaborates on the current state of Bangladesh’s real estate industry and how Rupayan Group is evolving to keep to the shifting dynamics of the industry.
Rupayan Housing Estate Ltd. has been one of the biggest names in Bangladesh’s real-estate sector. What have been the company’s biggest strengths?
Rupayan Housing Estate Ltd. is one of the biggest names in the real estate sector of Bangladesh. We build strong and quality buildings. We have a strong and innovative culture and we maintain the aesthetic design through our creation. We are such a developer who is leading from the front. We created the country’s first township project (Rupayan Town) in Narayangonj and one of the biggest and first premium mega gated community projects (Rupayan City Uttara) in Uttara. Besides, our strengths are unique products, excellent efficiency, and productivity. Rupayan is a customer-centric organisation. Our services create raving fan customers. We can scale sustainably and have high adaptability. We continuously work on the diversification of products and services. We are also blessed to have robust and decisive leadership. Rupayan Housing Estate Limited’s journey of 24 years has been glorious and through this journey, we have fulfilled the dreams of a lot of people by constructing apartments and commercial projects in Bangladesh. We have successfully handed 144 projects, 4,770 units and 77,82,747 square feet. This shows our dedication and sincerity to the real estate industry. We look forward to creating more so that the Rupayan group continues to create history in the Bangladesh real estate sector.
AGM (Head of operations)
Marketing & Media
Rupayan Group
There has been a notable increase in the demand for luxury and semi-luxury residential apartment properties and premium commercial properties – what does this say about the evolving patterns of consumer behaviour?
The demand for luxury and semi-luxury residences as well as commercial spaces depends on the demand or capacity to avail the same by the purchasers. As a rapidly developing nation, having a healthy GDP, people are being able to upgrade their lifestyles. As such, people are perceiving their living or business spaces as a matter of prestige. If we compare 60s Singapore to the 20th century’s Singapore, our understanding may be clearer. High-tech global development has made information available to virtually everyone. As a result, people are becoming more knowledgeable, educated and aware. Consequently, they are now demanding more than ever before. I believe this is a positive part of progressive consumer behaviour. Zeal for international exposure and expectations of a high return on investment are the major reasons contributing to such a spike in demand in the luxury category.
How does this affect the way Rupayan Housing Estate Ltd. plans its projects?
Rupayan is going global with its design, construction and value propositions. We have already built a luxury mega gated condominium project that has been able to attract customers. Based on our previous experience in building gated communities or condominiums, we have a clear vision and understanding of consumers’ needs for luxury. Rupayan is driven by its clear insight into this challenging real estate market.
As our lives get busier, it is becoming increasingly difficult for people to visit all the residences that are up for sale. How is Rupayan Housing Estate Ltd. ensuring its services are accessible to customers across the country?
Rupayan’s marketing department dedicatedly provides all the sources of project information to its clients in various possible manners. We create project motion graphics ads, project videos, and project documentaries with the help of drone shots and overall project digital visual presentation. These help our clients to go through the project, avoiding the need for physical visits to the project site. These also create a huge impact on our clients as they know about, and are actively involved in, every bit of the project.
Our economy is currently faced with diverse challenges ranging from rising inflation to deteriorating geopolitical dynamics. Is there a possibility of the factors affecting our real-estate sector?
Yes, definitely it will, especially after the COVID-19 pandemic. We are facing many difficulties in terms of importing items. The cost of raw materials is already increasing and airfare is also very high compared to prior situations. Thus the effects of inflation have definitely accrued. On the other side, the war between Russia and Ukraine destabilised the whole economy of the world. Moreover, in our country, political unrest may be waiting for the nation which will directly impact our real estate sector.
WE HAVE SUCCESSFULLY HANDED 144 PROJECTS, 4,770 UNITS AND 77,82,747 SQUARE FEET.
As a successful marketing and business development professional who had tremendous success in such a short period, what qualities does one need to possess to become a successful marketing professional?
To become a very successful marketing professional, one must focus on some real good habits and practices. They have to know the product and the target group, make the product price affordable, penetrate customer satisfaction, and, of course, dedicate themselves to ensuring the quality of the product. If any marketing professional focuses on these issues he or she can definitely promote his product to the customer, I believe. Finally, innovative ideas, choice of colours, quality creatives and overall good promotion can make a really successful marketing professional. This can also create a good brand image.
Photographs Courtesy of Rupayan Group
