Sales and Marketing Activities Supporting the Customer Journey in Residential Real Estate: Evidence from On-the-Job Training at Arvind SmartSpaces Limited

Author

Aditi Soni


Abstract

 This paper examines how sales and marketing activities jointly support the customer journey in residential real estate. It draws on a two-month On-the-Job Training (OJT) placement, from 15 June to 13 August 2026, in the Sales and Marketing department of Arvind SmartSpaces Limited, a listed real estate developer associated with the Lalbhai Group. The study maps the intern's work (lead tracking and follow-ups, CRM updates, customer interaction, site-visit coordination, welcome mailers, digital marketing support, competitor research, reporting, channel-partner coordination and special campaign assignments) to the stages of a typical buyer journey, from awareness and enquiry to evaluation, booking and continued engagement. The study is observational and qualitative; no customer survey was run and no campaign conversion figures are reported. The findings indicate that lead management and CRM are the connecting mechanism between marketing-generated interest and sales conversations, that follow-up and site visits are the main touchpoints in a long, high-involvement purchase, and that digital lead generation delivers value only when supported by organised records and timely follow-up. The paper recommends tighter marketing-to-sales coordination and a structured follow-up routine and suggests a survey-based and CRM-data-based follow-up study.


Keywords

residential real estate, customer journey, lead management, CRM, integrated marketing communication, site visit, Arvind SmartSpaces



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References


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