Using digital to achieve the dream of buying a home
ICICI Home Finance Company (ICICI HFC) wants to make it easier for millions of people in India’s smaller cities to buy a home. Many people who live in what is categorised as tier-two and tier-three cities are shop owners, which makes it difficult for banks to underwrite their loan application and in turn makes it more challenging for them to obtain a secured home loan.
As Head - Marketing & Digital for ICICI HFC, Sandeep Gambhir was tasked with building a digital platform to give people in tier-two and tier three cities greater access to home loans and also make it easier for residents in India’s top seven cities to find properties. While the company had an existing website, customers primarily interacted with ICICI HFC by going into branch offices. To better serve customers across areas and increase use of its website, the company wanted to enhance digital experiences.
“A critical piece of the website rebuild was better support for searching housing projects,” says Sandeep. “We also needed to reach communities in their local languages, since many people do not read or speak English. In addition, it was also important to be able to convert text into video and voice formats so people could more easily understand our offerings.”
ICICI HFC engaged with DWAO, an agency specialised in Adobe applications, to develop and deliver a new website built on Adobe Experience Manager, along with analytics and personalisation capabilities powered by Adobe Analytics and Adobe Target.
“We set out to quickly roll-out the new ICICI HFC website,” says Ketav Sharma, CEO of DWAO. “By leveraging reusable components in Adobe Experience Manager, we accelerated creating a responsive, easy-to-navigate website in six languages in just weeks.”
Equally important, DWAO was tasked with improving access to information on thousands of housing projects from builders and real estate agents across the country. With the previous version of the website, builders provided project details to ICICI HFC via a spreadsheet, which would be manually entered into the database by the company’s sales team. This resulted in delays and outdated information, particularly if a project was sold out or prices changed.
Through a series of brainstorming sessions, DWAO helped map out a solution to streamline the flow of information between builders and customers. By deploying Adobe Experience Manager, the website now supports a seamless workflow to give customers up to date information as they search for a home. Builders access a portal where they can directly enter all of their project details. A moderator on the ICICI HFC team does a quick verification and then pushes the information live.
“Our builder partners feel empowered and with the ability to quickly update information, they are assured that their project details are correct and current on our website,” says Gambhir. “Our customers also trust that their search results are reliable and they’re more confident in their decision to work with us. The result is a pioneering marketplace for housing projects across the top 7 cities.”