Profit is not just something we take; it’s something we earn by giving

In the fast-paced world of real estate, it’s easy to get swept up in the pursuit of profits. We all want our businesses to thrive, and financial success is often the easiest way to measure that. But real estate is about so much more than just numbers—at its core, it’s about people. It’s about creating spaces where lives unfold, communities are nurtured, and memories are made. To truly succeed, we need to strike a balance between making profits and delivering genuine value to those who will live, work, and grow in the environments we create.

Recently, I had the chance to share some thoughts on this at Credai Andhra Pradesh South Con 2024, held in Vijayawada. My session, “Concepts & Designs to Enhance Profits,” gave me the platform to talk about how we can build more resilient businesses by focusing on what truly matters: understanding and meeting the needs of our customers. Alongside my colleague Vaishnavi Paturu , we explored how giving people what they really need—not just what the market currently demands—can lead to more sustainable and lasting success.

One idea that really resonated with me during this discussion is the concept of profits as a cycle of giving and receiving, much like the image of Maha Lakshmi, the goddess of wealth. Lakshmi’s hands symbolize this beautiful exchange—what we give in terms of quality, livability, and thoughtful design is returned to us as profit. It’s a reminder that true profitability in real estate comes from the value we provide to others.

This brings us to an important shift in focus: moving from Unique Selling Points (USPs) to User Benefit Propositions (UBPs). USPs are great for highlighting what makes a property stand out, but UBPs dig deeper—they’re about truly understanding and addressing the needs of the people who will live in these spaces. In a community like 2g TULA , for example, the value isn’t just in the physical structures; it’s in how those structures enhance the daily lives of the residents. Whether it’s through multi-functional spaces, solid infrastructure, or thoughtful design, the goal is to create places where people can thrive.

When we talk about success in real estate, we often think about sales figures and market trends. But the real measure of success is livability—creating communities where people genuinely want to live. If we can enhance their quality of life, marketability will naturally follow. After all, we’re not just selling houses; we’re offering a lifestyle, a place where families can grow and flourish.

To achieve this, we need to go beyond the surface. It’s about truly understanding our customers—what their daily lives look like, the relationships they have, the time constraints they face. By getting to know these aspects, we can design spaces that resonate on a personal level, making our projects not just appealing but indispensable to the people who will call them home.

Another key aspect is adding value without adding cost. This is where empathy and creativity come into play. How can we design a space that offers more without requiring the customer to spend more? This could mean making smart design choices, using space efficiently, or adding community amenities that enrich the overall experience without inflating costs. It’s about understanding what truly matters to our customers and finding innovative ways to deliver it.

Empathy in design is the cornerstone of this approach. By truly understanding our end users and designing for their actual needs, we don’t just set our projects apart from the rest—we ensure long-term satisfaction for the residents. When people feel that their needs are genuinely understood and addressed, they’re more likely to form a deep connection with the space, leading to higher satisfaction and, ultimately, greater success for the project.

During my talk, I emphasized the importance of this empathetic mindset. It’s crucial that we reflect this understanding in the project briefs we give to our architects. Architects should be encouraged to think beyond aesthetics and design— they should be focused on the real, everyday needs of the people who will live in these spaces. By insisting on “user benefit propositions,” we can ensure that the spaces we create are not only beautiful but also functional and responsive to real-life demands.

This approach isn’t just for residential projects. It applies to commercial and mixed-use developments as well. In all cases, the success of a project hinges on its ability to meet the needs of its users—whether they are homeowners, renters, businesses, or entire communities.

For emerging developers, my advice is simple: build resilience into your product offerings. Focus on real customer needs and create products that are not just marketable in the short term but also sustainable in the long run. By doing so, you’ll ensure that your projects can withstand market fluctuations and continue to provide value for years to come.

In the end, profitability and user benefit go hand in hand. When we focus on creating real value for the people who will use our spaces, profitability naturally follows. A home becomes more than just a building—it becomes a place where life happens, where memories are made, and where communities thrive. And in the process, we don’t just generate financial returns; we create lasting, meaningful impact.

As we move forward in this industry, let’s remember that the real measure of our success isn’t just in the profits we make, but in the value we create for others. By balancing profitability with a genuine focus on user benefit, we can build communities that stand the test of time—places where people truly want to live, work, and grow. This isn’t just a path to financial success; it’s a way to create a lasting legacy in the world of real estate.