The document compares features of 5 popular online real estate portals: MagicBricks, 99acres, Makaan, Common Floor, and India Property. It analyzes aspects like login/registration, property listing details, dashboards, products/pricing, customer support, and performance. Makaan stands out for its user-friendly dashboard and pricing. While online advertising is growing, newspapers still command more trust for real estate ads. Both mediums have roles to play, with newspapers likely remaining more popular for the next 4-5 years.

1. Competitive
Benchmarking
of Features

2. Contents
1. Scope and procedure of the study
2. The Advertisement details ( with images)
3. Comparative study amongst all in
a) Login
b) User Dashboard
c) Product Catalogue
d) Features
e) Customer care
f) Uniqueness
4. Data collected from the portals
5. Some recommendations for Makaan and uniqueness of Makaan
6. Conclusion

3. Scope and
procedure of study

4. Scope of Study
We are here to evaluate the quality and quantity of lead
details for a property ad posted online.
The comparison is carried out between five websites, all of
which are highly popular namely
I. MagicBricks
II. 99acres
III. Common Floor
IV. India Property
V. Makaan

5. Procedure carried out
We posted on behalf of the owner ad for property (
Location – CHENNAI (South) Sholinganallur) on multiple
websites almost at the same time.
The responses were monitored for over a period of 2-3
weeks and consolidated.
For the websites , except India Property premium listing
feature was used while posting the ad. (This was done to
generate better exposure of the property).

6. Credentials used:
The following Gmail id was used for registering in the 5
mentioned websites :
researchestate.2@gmail.com
The credentials for the 5 portals are mentioned below:
Portal name Userid Password Property ID
Magic Bricks
99 acres
Makaan
Common Floor
India Property

7. Details of the
Advertisement

8. The Ad :
“Its a stand alone property near the IT
expressway. Ground floor. Excellent condition.
Generator and power back up available.
Kitchen semi-furnished. Garage for 1 four
wheeler. Close proximity to hospital,
restaurant.”
Additional information :
Power Back up; North East facing; Garage for 4
wheelers

9. Pictures Posted :

10. Pictures Posted :

11. Comparative Study
amongst all

12. Login :
 Having a FB/ Google+ / Yahoo+ integrated
account really helps user to remember less
password.
 Also with the integration , promotional activities
can be carried out much easily and even on a
one to one basis.
 User registrations are much more authentic.
 More valuable information about the customer

13. Is account integration
Provided
Account
integration
with
Magic Bricks 99 acres Makaan Common
Floor
India
Property
Facebook Y N N Y N
Google + N N N Y N
Yahoo N N N Y N

14. Password
 Having a strong password increases security.
 But for maximum of the websites the passwords
don’t allow use of special characters in
password.
Does the
password
recognize
special
characters
Magic
Bricks
99 acres Makaan Common
Floor
India
Property
N N N Y N

15. Property details to be filled
 Having more no of information tabs allows more
authenticity of data submitted.
 Legal nature of property and if its financed by any
creditworthy organization
 More no of tabs having the compulsory input feature
(one cannot proceed with the form filling in case the
data filed is left blank)
 More features of the property and society which
could be incorporated like power backup, parking,
terrace gardening, rainwater harvesting, vastu, etc
 The portal should show the status of ad completed

16. Property details to be filled
 Option to upload video ,locate the property on
google maps, pictures of floor plan, property
views, pictures of locality,etc.
 Distance from hospitals, major rail stations,
airports, schools , hospitals, markets should be
incorporated while posting ad details
 A locality tour *

17. No of options to be
filled for
Magic
Bricks
99 acres Makaan Common
Floor
India
Property
Basic property details 18 12 11 19 20
Property description N.A. 2 N.A. 3 N.A.
Additional details 5 14 7 10 14
Property + society
features
24 20 11 18 19
Locate on map NO YES YES YES NO
Max pics can be
uploaded
20 20 8 No upper
limit
No upper
limit
Can video be
uploaded
YES YES NO NO NO
Status of Ad
completed
89 90 92 Not indicated 90
Property details to be filled

18. Property details fill status  some
unique features
Unique  common floor
Unique 99 acres

19. Unique magicbricks
Property details fill status  some
unique features
Unique magicbricks

20. Property details fill status  some
unique features
Unique indiaproperty Unique  commonfloor

21. Property details fill status  some
unique features
Unique makaan Unique makaan

22. Separate profiles for
builders/agents/individuals
 This allows the websites to categorize their
customer database
 Features or product offerings can be incorporated
according to the nature of the customer( individual/
agent/builder)
 Having a different log in feature for the sellers and
buyers. This helps in more efficient customer
targeting and more effective product offerings
 Having information about the current location of the
customer( increases accuracy of his searches )

23. Registration /Login page screenshot
MAKAAN.COM 99ACRES.COM

24. MAGICBRICKS.COM COMMONFLOOR.COM
Registration /Login page screenshot

25. INDIAPROPERTY ( BUYERS)
INDIAPROPERTY (SELLERS)
Registration /Login page screenshot

26. Registration /Login page comparative
study of features
Magic Bricks 99 acres Makaan Common
Floor
India
Property
Separate
buyer &
seller
account
N N N N Y
Separate
accounts for
owners/buil
ders/agents
Y N Y N Y
Location
detail of the
prospective
consumer
Y Y Y Y Y

27. Presence of a mobile app
 Check property on the go( more mobility)
 The company can make better reach to the
customers
 More easy access for the customers
Is there
any mobile
app for the
property
portal
Magic
Bricks
99 acres Makaan Common
Floor
India
Property
N Y N Y Y

28. Product offerings
 A highly diversified product catalogue offerings
give better flexibility to the premium customers
to choose the services
 More additional product offerings can be
attached with the packages
 More penetration into the customer base
 Separate products offerings for buyers, sellers,
builders will definitely attract more potential
customers
 Pricing varied by geographical locations also
appears as a nice incentive to customers

29. Product offerings
 Provide products for all the stakeholders in a
property transfer i.e.
a) Builders
b) Individuals
c) Agents
d) Loan Providers

30. Product offerings
MAKAAN.COM 99ACRES

31. Product offerings
MAGIC BRICKS
(INDIVIDUALS) MAGIC BRICKS(INDIVIDUALS)

32. Product offerings
INDIAPROPERTY COMMON FLOOR
NO PRODUCT LISTING
CATALOGUE WAS
AVAILABLE

33. Product pricing
 More products will help in increasing flexibility to choose
 Price varied by geographical location
 Separate offers for buyers and sellers
NAME OF THE
PRODUCT
PRICES
Super Premium Pack 3000
High Impact Combo
(PLATINUM/SILVER/G
OLD)
6800/2800/4800
Double Dhamaka Pack REGION BASED
PRICING
Delight pack 950
MAGIC BRICKS 99 ACRES
NAME OF THE
PRODUCT
PRICES
Basic Listing 850
Premium Listing 1700
Owners Listing 600

34. Product pricing
INDIA PROPERTYMAKAAN
COMMON FLOOR
NAME OF THE
PRODUCT
PRICES
Basic Listing 850
Premium Listing 1700
Owners Listing 600
NAME OF THE
PRODUCT
PRICES
Free 0
Silver 900
Platinum Combo 1750
Gold 5000
NO PRODUCT LISTING
CATALOGUE WAS AVAILABLE

35. User DashBoard
 Should be simple and easy to use
 Should provide links (or shortcuts) to the
potential leads, views, responses from the user
home page
 A graphical or statistical representation of the
total number of views, leads, responses, etc
 FAQs, Terms and conditions should be
appropriately displayed via links
 Also should include links to the recent price
trends
 A application indicating quality and uniqueness
of the ad and ways to improve the ad

36. User DashBoard
 Presence of a help line in the home page
number to sort out the queries or confusions, if
any
 Application to download the historical responses
and lead details of the property posted
 Option to upload a video ; locate it in Google
maps; route map; floor plan; etc.
 Offering of unique services to niche customers
(eg. by taking photographs of their property,
customizing their ad to increase visibility) *

37. MAGICBRICKS User DashBoard
Property Ad
Potential leads
Quality
score
diagram
for the
ad
Responses list

38. 99ACRES User DashBoard
Property ad
Helpline details
Summary statistics
Nature of listing
Date of expiry

39. MAKAAN.COM User DashBoard
Profile
completion
Listings (used a
available)

40. COMMON FLOOR User DashBoard
Property ad
Responses list
Refresh listing

41. INDIA PROPERTY User DashBoard
Property ad
Nature of the listing
Data extract
Completion status of the property ad

42. User DashBoard
Magic Bricks 99 acres Makaan Common
Floor
India Property
User friendly User friendly User Friendly Most user
friendly
Average Quite
complicated
Data (1) Yes Yes No No No
App (2) Yes No No No No
Video(3) No Yes No No No
Excel down-
load
Yes Yes Yes No Yes
Profile
completion
Yes Yes Yes No Yes

43. Comparative performance of the
portals
Magic Bricks 99 acres Makaan Common
Floor
India Property
Search Views 87 45 35 4 26
Responses
received
19 9 5 1 1
Contacts
Viewed
7 9 4 2 4
Potential /
Matching
leads
4 9 4 1 1
Responses
per view
21.8% 20% 14.3% 25% 3.84%
Leads per
view
57.1%% 100% 80% 50% 25%

44. Helpline and Customer care
 Presence of a toll free number or a dedicated
helpdesk answering the queries asked by email
 Follow up messages or calls from the portals to
inform the prospective buyer about the trending
services and their product portfolio
 SMS the customer about the leads, responses to his
properties also mention the ad status (whether it’s a
premium listed or not, whether it has expired or
pending, etc)
 Makaan had a unique feedback sharing feature
in its homepage
 India Property had a very nice web application to
promote its helpdesk

45. Helpline and Customer care
Presence
in user
dashboard
Magic Bricks 99 acres Makaan Common
Floor
India Property
Cust no Y Y N Y Y
Email id Y Y N Y Y
Feedback
sharing
N N Y N N
Regional
offices
details
very
satisfactory
Very
satisfactory
Very
satisfactory
Very
limited
offices
Nothing
mentioned

46. Helpline and Customer care
MAKAAN MAGICBRICKS
It opens the link
to where the
helpline numbers
are present It opens the link
to where the
helpline numbers
are present

47. Helpline and Customer care
COMMONFLOOR 99ACRES
Helpline number
Helpdesk mail id
Helpline number with the
working
schedule mentioned

48. Helpline and Customer care
INDIAPROPERTY
Targeting NRI customers
Multiple mention of the
customer care numbers
in several ways

49. Data Collected from
the portals

50. Recommendations
& Uniqueness

51. Recommendations
 Presence of Customer helplines ( toll free no and
email address) in the user home page dashboard
 More diversity could be offered in the product
catalogues
 Follow up by the customer care executives with
premium customers
 Integration with Facebook/Google +
 A mobile App would increase popularity and offer
more penetration into the masses
 Having a top up feature to increase the ad
duration following its expiry *

52. Recommendations
 More attractive graphical user interface with
categorizations of property by
I. Geographical locations
II. Premium Listings
 Provide premium customers unique services
like helping them photograph the property *
 Mention the quality of the ad posted and
recommendations to improve it **
 Occasional promotional calls, sms and emails
this will increase visibility
 Mentioning of the property price trends of the
locality

53. Recommendations
 Absence of NRI, international columns
 Option to upload video of properties
 Makaan should focus on small agents as well (
mainly who are new and financially not strong)
 Makaan has got a good brand image, so the
company must put more emphasis on promoting
their portal in local newspapers and print media.

54. Uniqueness
 Customer friendly pricing
 Maximum number of listings offered for a single
premium listing
 There is a restriction on the time period for which
we are extracting the lead details. Makaan does
not have any such issues, and one can
download all the applicable data
 There is a loan calculator tool, which helps in
calculating EMIs; but the interest rates of
different loaning agencies could have been
mentioned  This increases efficiency of the
portal

55. Uniqueness
 The user dashboard is very easy to understand
and use

56. Conclusion

57. There has been a significant change in the way
small agents and builders operate. Advertisement has
been their main source to promote their business most
agents and builders are changing their mode and
switching to Internet advertisement which comprises of
so many benefits by doing this agents and builders are
getting a good responses, as nowadays people are
spending more time in the internet as it provides
everything in just a click.
Though there has been a significant rise in online
advertisement still Newspaper advertisement is still
hugely demanded as we all know newspapers over a
period have built a strong level of trust and confidence in
the people which is unmatched by any other form of
media.

58. Thus online media has its use as it is booming
at a fast pace and is becoming the choice for agents
and builder to promote their business still it comes
second after newspaper in terms of popularity , trust
,response etc. therefore newspaper advertisement for
advertising is the still the best medium to promote
business and it may take more approximately 4-5
years to become the most preferred mode of
advertisement.