Real estate developers and builders have started targeting children to compel doting parents to buy homes.
The way to a parent’s wallet is through the kid’s wants. Give the parent what the kid wants and more often than not, the deal is sealed. That’s also the new mantra of real estate developers and builders who have started targeting children to compel doting parents to buy homes.
What do growing children want right next to where they live?
Playground, swimming pool, clubhouse… The ‘importance of a child’s overall growth and development’ is a given, so developers are introducing adventure parks and knowledge centres inside integrated townships. Many developer advertisement campaigns centre around kids only.
To understand the consumer driving force behind the decision to buy a house, the Rustomjee Group recently conducted a survey. It interviewed 500 potential consumers for its various projects. The survey revealed that parents are ready and committed to do anything for their children and their overall growth. Buying a house is not just their decision. Children also play an important role.
Yazoo park, musical fountain and laser show with amphitheatre, a separate mini-amphitheatre for stage shows, a floating restaurant and food-court, toy train, merry-go-round, gaming zone, and water bodies are all important features in any development these days.
Today, it appears as if everything is children-centric and prominent product advertisement campaigns revolve around kids’ wants. There is the constraint of little open space, pollution and safety in and outside the house.
“Because of working parents, they do not have that much time to spend with their children. So, most of the kids ends their weekends spending time either in mall or playing video game. It is case of worry for parents. They want to give back the childhood to their kids. It is the responsibility of the developers to offer everything in and around the layout only,” said Percy Chowdhry, director, Rustomjee Group.
He said they are also providing various games based on multiple intelligence.
“Here, kids can learn maths by lessening music. There will be number game, logic, pictures, music, self-reflection, physical experience, social experience and an experience in the natural world. It will help to have the holistic growth of the kids,” Chowdhry added.
Kailash Patil, a working professional, is looking for the house that will help to keep his children happy. “I have spent my childhood in rural area without any academic pressure. I enjoyed my life, but I feel sad when I see my kids spend their most of the time, playing video game. There is no playground and other amusement facility for kids. He cannot go out in traffic. So, I am looking such house which will have all amenities. So, my kids will not feel my absence at home. We have money, but do not have enough time to spend with kids. I hope the new township where all amenities are provided will help to keep my kids healthy,” he said.
Niranjan Hiranandani, managing director of Hiranandani Group said they are offering all sort of amenities swimming pool, gym, squash, garden to have the social and natural growth of the kids. "We are also providing school and hospital in our layout,” he said.
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