Sunil Mishra – CEO-Growth Businesses, Chief AI & Strategy Officer
Like the rest of the world, the real estate industry in India is evolving rapidly too. Today, homebuyers expect faster responses, personalised experiences, and seamless interactions at every step of their journey.
In 2017, when we launched our Sales Mandate Model, our focus was helping developers market and sell their projects strategically, combining sales expertise with robust marketing and a tech-driven CRM environment. But, times are changing.
Now, we’re taking this one step further. With the launch of Anarock.AI, the world’s first real estate AI sales platform, we’re transforming how real estate sales happen. This 9-tool AI suite is designed to accelerate sales, optimise marketing spend, improve customer experience, and enhance brand equity for developers—truly bringing the future of real estate sales to the present.
From conventional to AI-driven real estate sales:
Since 2017, our Sales Mandate Model worked on a strategic exclusive basis and offered a range of services to developers including:
- Marketing strategy and pre-sales support
- Dedicated sales team
- Structured CRM environment
- Strategic guidance on launch plans, budgets, and campaigns
In 2023, we started building a set of AI tools to help turbocharge this Model. In November 2025, we have formally launched Anarock.AI – the world’s first real estate AI sales platform! We have also started inviting our developer clients to benefit from this 9-tool AI suite as part of our AI Sales Mandate Model.
We are confident that deploying the entire suite of 9 AI tools will help real estate developers:
- Accelerate sales
- Save cost of capital
- Offer homebuyers a better experience, and
- Build brand equity
Anarock.AI will turn tasks that used to take weeks of manual effort into processes that happen quickly, accurately, and with minimal effort.
How Anarock.AI Powers the Sales & Marketing Workflow
The diagram above shows a typical sales and marketing journey for a new residential project in India. We have mapped all 9 tools of Anarock.AI along this journey to show how they work together to boost the entire process.
Detailed walk-through of the journey:
To understand the diagram, we will start from the left and proceed as the journey progresses.
Mandate Setup:
This includes agreeing on terms of engagement between Anarock and the real estate developer, setting up of the dedicated team, deciding on the launch plan, the marketing budget and the marketing plan.
Lead generation
Once this step is complete, we move to the lead generation phase of the journey. In this phase, we have a two-pronged approach:
- Channel Partners
- Direct Marketing
Let’s look at how Anarock.AI powers them.
Lead generation through channel partners
Finding the right brokers, or Channel Partners (CPs), is important for selling real estate. Earlier, our sourcing team spent hours contacting thousands of CPs, telling them about new projects, and convincing them to bring potential buyers. For bigger projects, we even held in-person meetings to launch the project and get CPs excited.
With Anarock.AI, this process has become much smarter and faster:
1. CP Ranker – Picking the Best Brokers
- What it does: CP Ranker is an AI tool that has been trained on 8 years of Anarock CP data plus public real estate info like RERA, realty portals, etc. to predict which CPs are most likely to bring serious buyers. For Example: Mumbai has about 48,000 CPs. For a new project, CP Ranker ranks them from the most to least likely to perform.
- Why it matters: The sourcing team can now focus on the top CPs first. Let’s say they can meet the best 100 in the first week, the next 400 in the following weeks, and send messages to the next 2,000. The rest can be ignored. This saves huge amounts of time.
2. CP Genie – Talking to CPs
- What it does: CP Genie is a smart B2B AI agent that chats with CPs via WhatsApp or calls.
- How it helps: It reaches out to CPs identified by CP Ranker and shares project details, explains commission plans, and motivates them to bring buyers. It even collects homebuyer contacts and creates a lead in the CRM automatically.
Together, CP Ranker and CP Genie turn a long, manual task into a quick, smart, and effective process, helping the right brokers bring in the right buyers.
Lead generation through direct marketing efforts
Once the marketing budget is set, our team starts direct marketing campaigns to reach potential homebuyers.
- Above-the-line (ATL) marketing: Ads in newspapers, hoardings, bus shelters, and on-site display boards.
- Below-the-line (BTL) marketing: Online campaigns on Facebook, Instagram, Google Search, and sometimes LinkedIn.
Earlier, all leads from these campaigns were added manually into the CRM as Direct Leads.
Now, with Anarock.AI, this process is much smarter.
3. ORM Genie – Engaging Buyers Online
- ORM Genie is a bot that works on the project’s social media pages and website.
- It talks to visitors, answers questions, shares project details, and excites them about buying a home.
- The bot encourages buyers to leave their mobile numbers, which are automatically added to the CRM as leads.
- It also handles negative comments and discussions online, and if allowed, can even remove inappropriate comments.
With ORM Genie, lead generation from direct marketing becomes faster, automated, and more effective, while keeping buyers engaged and informed.
Lead qualification
Once leads come in from both direct marketing and channel partners, they move to the Lead Qualification stage.
Earlier, all leads were sent to the call center, which called each lead to check their interest. If a lead said “Yes” to three key questions—location, budget, and buying timeline—they were forwarded to the sales team for follow-up and site visits. Leads that didn’t qualify were marked as junked or failed.
This process took a lot of time, especially for popular projects with thousands of leads.
4. Astra Platinum – Identifying High-Intent Leads
- Astra Platinum is a machine learning AI model that predicts which leads are most likely to buy.
- It has been trained on 7 million past leads and 90,000 home sales.
- The AI ranks all incoming leads, and the top 10% are tagged as Platinum Leads.
- These Platinum Leads convert 4–5 times more than regular leads.
High-intent Platinum Leads are called directly by the sales team, while lower-intent leads are handled by the call center.
With Astra Platinum, lead qualification becomes faster, smarter, and much more efficient, ensuring the sales team focuses on buyers most likely to convert.
Lead conversion
Now the sales team gets a list of qualified leads. Their main job is simple — get these people to visit the site, because a site visit is the first real step toward buying a home. Earlier, the sales team had to do everything themselves — call customers, message them, follow up, and fix site visits based on when the customer was free.
5. Walk-In Genie
This is the most-popular tool of Anarock.AI.
Walk-in Genie is our B2C AI Agent that talks to potential homebuyers and tries to get them to visit the site. It reaches out to customers through WhatsApp and voice calls, making the whole process faster and easier for the sales team.
Once the lead visits the site, the closing team takes over to ensure sale.
There are numerous use-cases of Walk-In Genie making it truly popular among the users of Anarock.AI. These include:
a. Night Genie: This Genie talks to leads that come between 9 PM and 9 AM. It replies instantly, fixes site visits for any time the customer prefers, and if someone wants to speak to a sales person right away, it connects them immediately.
b. Engagement Genie: If a sales agent does not call a new lead within 15 minutes, this Genie starts the conversation. It answers questions and tries to book a site visit.
c. Re-engagement Genie: If a customer visited the site but didn’t book within 10 days, this Genie follows up again and encourages them to come for a second visit.
d. Reminder Genie: For customers who have already agreed to a site visit, this Genie sends friendly reminders:
i. At 5 PM the day before
ii. At 10 AM on the day of the visit
iii. One hour before the visit
e. JnF (Junk & Failed) Genie: This Genie keeps checking with all “junk” or “failed” leads to see if they are still interested. Many leads that looked dead earlier come back because of this.
f. Feedback Genie: After a site visit or a call with a sales agent, this Genie messages the customer on WhatsApp and collects feedback on their experience.
6. Referral Genie:
When a customer books or is close to booking, this Genie asks if they want to refer friends or family who might also want to buy a home. If the developer has a referral reward program, the Genie explains the offer clearly.
Junk & Failed Lead Management
Before AI, once a lead was marked as junked or failed, it was usually forgotten. Sales teams rarely had the time to go back and review thousands of old leads. As a result, many good leads slipped through the cracks.
7. Astra Phoenix
Another predictive AI tool from Anarock.AI – Astra Phoenix has been trained on 8 years of junked and failed data and the bookings that have come through them. Based on these learnings, Phoenix picks of top 8-9% leads that still have a strong chance of converting. These leads are then handed back to the sales team for one more attempt.
And it works — 3–4% of Anarock’s revenue comes from these revived JnF leads.
Other Predictive Models at Work
In the background, two more predictive models are continuously working to improve sales performance:
8. Astra Hire
This model has analysed performance data of sales agents of Anarock of the past and identified the winning formula for which type of agents succeed in which types of projects. This helps to staff a project in a smart, scientific way!
9. Astra Sales Boost
This model analyses the behaviour and practices of the top 25% agents. It creates a list of good practices and transfers the learnings to the rest of the agents to help them perform better.
How have all the tools performed so far?
Of the 9 AI tools, four core tools — Walk-in Genie, CP Genie, Astra Platinum, and Astra Phoenix — have been operational since 2024.
- Deployed across 90+ residential projects for more than a year
- Contributed to the sale of 900 homes, valued at INR 1,000 Crore
- Accounted for up to 45% of bookings in some top-performing projects
The remaining five tools — Referral Genie, ORM Genie, CP Ranker, Astra Hire, and Astra Sales Boost — were implemented between April and August 2025 and have already started showing strong results.
Summing Up
This completes the home-buying journey and the corresponding real estate sales and marketing workflow. Throughout the journey, Anarock.AI tools have been interwoven to help, nudge, nurture, and convert leads — in a much smarter way than ever before.
Collectively, these tools accelerate sales, helping developers save on the cost of capital. They also reduce marketing costs, increase channel partner participation, and improve the home-buying experience, which drives better referrals and stronger brand equity.
