Suspect to Customer Journey of a Real Estate Buyer in India-An Effective Lead Management Process that Driving the New Generation Sales and Marketing: A Case Study of an Indian Real Estate Developer

Abstract

This study investigates how an effective lead management process improves sales and marketing performance in the Indian real estate sector. Using a qualitative case study approach, the research combines theoretical models with real-world practices to map the buyer’s transition from a suspect to a confirmed customer. Interviews with former managers and a review of the company's internal marketing system provided the primary data. The study evaluates the Unitech Marketing Web Interface, a web-based SAP CRM platform, and its role in managing real estate leads. Results show that a structured and technology-driven lead management system increases operational efficiency, supports real-time decision-making, and improves the ability to engage with potential customers at every stage of the sales funnel. The research highlights the importance of not only managing initial inquiries but
also focusing on lead nurturing and maintaining strong customer relationships after the sale. The findings suggest that real estate companies can achieve stronger sales outcomes by adopting standardized lead management practices, investing in CRM technologies, improving customer engagement strategies, and building systematic after-sales service processes. The study also
recommends expanding research across different companies to develop a broader understanding of effective lead management in real estate.