leaders-from-real-estate-industry-in-india-2024-ameen-khan

Transforming Real Estate Marketing with Strategic Thinking and Effective Leadership

Ameen Khan

Chief Marketing Officer,

Aratt Developers

Coming from a journalistic family, where his father was a renowned sports journalist in Bangalore, Ameen Khan’s professional journey began in the fast-paced world of journalism. His early career as a crime reporter honed his ability to communicate clearly and persuasively under pressure. This formative experience taught him the essentials of handling tight deadlines and delivering impactful stories—skills that would later prove invaluable in the corporate sector.
Transitioning from journalism to marketing, Ameen joined a real estate company, Embassy Group. His initial role in corporate communications allowed him to apply his storytelling expertise to corporate public relations. However, it was his shift into marketing that truly defined his career.
The marketing and branding learning came from the pivotal point of the Embassy Group’s merger with Blackstone, the private equity firm. This involved developing comprehensive marketing strategies and communication across various sectors, including residential, commercial, and warehousing.
Ameen’s learnings came from a solid foundation from his stint in the real estate industry with the likes of Embassy Group, Shriram Properties and Adarsh Group, which influenced his current role as the Chief Marketing Officer at Aratt Developers.
Here, he continues to leverage his strategic insights and communication skills to drive innovative marketing initiatives. His approach blends a deep understanding of market dynamics with a keen ability to craft narratives that resonate with diverse audiences. Under his leadership, Aratt Developers has enhanced its brand presence and effectively engaged with its target market.
Ameen’s career exemplifies the power of strategic storytelling and innovative marketing. His journey from journalism to leading marketing efforts in the real estate sector further highlights his adaptability and expertise, marking him as a significant force in shaping brand strategies and driving business growth. In an exclusive interview with TradeFlock, Ameen discusses his journey and work in detail.

Could you discuss your experience with the startup world?

After my tenure with Embassy Group, I launched a luxury concierge startup in India as one of the directors. Although the venture didn’t achieve its intended success, it provided significant learning opportunities. We aimed to offer bespoke experiences for high-net-worth individuals, a concept that was new to the Indian market at the time.
The startup experience was crucial in understanding luxury services and applying corporate strategies in an entrepreneurial setting. Facing challenges such as funding and market acceptance, I learnt the value of agility and innovation.
When the startup did not take off, I returned to the real estate sector with a renewed focus. My startup journey enriched my perspective, enabling me to leverage these insights in a more established environment. This transition allowed me to continue growing professionally while driving innovation in real estate marketing and product development.

What effective marketing strategies have you used in your recent roles?

In my recent roles, we’ve implemented several successful marketing strategies. We rebranded our 25-year-old company to reflect a fresh, innovative identity, positioning ourselves as a modern player in the real estate sector. One impactful campaign was our Women’s Day initiative, which emotionally connected with audiences by portraying a woman’s life journey through real estate milestones. We’ve integrated traditional and digital marketing approaches. On the digital side, leveraging social media has been crucial for engagement, featuring educational and inspirational content. Influencer marketing has also expanded our reach and built credibility, especially with younger demographics who value authenticity. Traditional marketing remains important too. We continue to invest in print and outdoor advertising, such as billboards and newspaper ads, to ensure a strong brand presence. This combination of strategies helps us maintain relevance and stand out in a competitive market.

What significant challenges have you faced in your career?

Throughout my career, several key challenges have shaped my approach. Transitioning between sectors, such as moving from journalism to real estate and later to startups, required adapting to new industry dynamics and staying current with trends. Each sector brought unique pressures: journalism demanded quick thinking and resilience, while real estate required deep market understanding and adaptability. One major challenge was during the economic slowdown, where the real estate market faced significant difficulties. We had to adjust marketing strategies and work within tight budgets, which pushed us to innovate with digital marketing and social media. Additionally, leading the rebranding effort at Embassy Group during its alignment with Blackstone was complex. It involved balancing the modernisation of the brand while maintaining its legacy and appealing to both existing and new customers. These experiences taught me valuable lessons in flexibility, strategic thinking, and resilience.

What has been the most rewarding part of your career?

The most rewarding aspect of my career has been the opportunity to continuously learn and adapt across different sectors. From journalism to real estate marketing, each role has enriched my professional growth. Seeing our innovative campaigns resonate with audiences and receiving accolades for our strategies has been deeply satisfying. Equally rewarding are the personal connections I’ve made. Leading and mentoring teams, and witnessing their growth and success, has been a highlight. Creating a collaborative work environment and nurturing talent is profoundly fulfilling. Moreover, contributing to projects that positively impact communities has been incredibly satisfying. Real estate isn’t just about constructing buildings; it’s about shaping spaces where people live, work, and thrive. As the real estate sector rapidly evolves, I’m excited about future opportunities and remain dedicated to driving innovation and growth in the industry.