The CMO’s MO: The digital frontier; that's where innovation meets consumer connection—Snehil Gautam

The CMO’s MO (modus operandi) shines the spotlight on some of India’s prominent chief marketing officers as they share their marketing mantra, trends for the future, and what keeps them up at night. In a free-wheeling chat, the who’s who of the country’s leading marketers give a sneak peek into their personalities, plans, and passion-projects for the year ahead.

In this week’s edition of The CMO’s MO, we have Snehil Gautam, the chief growth and marketing officer (CGMO) at Housing.com, Makaan and PropTiger.com in the hot seat. An IIT Mumbai alumnus with degrees in metallurgical engineering, he started his career as a derivative trader at JayPee Capital Services in 2010. During his 15-year career he moved up the ranks working in ICICI Bank before joining REA India in 2021.

As the CGMO for the company, which has three brands—Housing.com, Makaan.com and Proptiger.com—he is responsible for branding, performance, SEO, content, product marketing, planning, execution, and monitoring of the overall growth and marketing strategies of the organisation.

Read on to learn about how he views the changing landscape of branding and marketing in a rapidly evolving online world, the work culture in online real estate aggregation industry, and more:

What are the biggest challenges facing your three proptech brands currently?

At Housing.com, we are proud to have achieved the position of being India’s No 1 digital real estate platform player. However, reaching the top is only a part of the journey—the real challenge lies in staying ahead. Our mission is to continuously widen the gap between us and our competitors by delivering a superior consumer experience through our product.

A major hurdle we face in the real estate sector is the inherent trust deficit. For many buyers and sellers, transparency has often been a rare commodity. As a brand, our challenge is to bridge that gap by empowering consumers by providing trustworthy information transparently.

We believe that trust is the foundation of any long-term relationship, and we are focused on building that through every customer interaction. It’s not just about being the best today. It’s about maintaining that leadership by being a brand that people can rely on—especially in a market that has traditionally struggled with transparency.

With more consumers making real estate decisions online, what are the key opportunities for your brands?

In today’s fast-evolving landscape, the online space offers immense opportunities for Housing.com. As consumers increasingly move online, we see three key areas where we can leverage this shift to drive long-term impact for our brand.

First, there is tremendous potential in creating digital content IPs (intellectual properties). By developing unique, high-quality content that resonates with our audience, we can establish lasting relationships and create a significant brand footprint that extends beyond real estate. These digital assets will not only engage users today but will also continue to generate value for years to come.

Secondly, we are excited about the role of AI in enhancing creative workflows. By integrating it into our processes, we can streamline everything—from content creation to marketing campaigns—allowing us to increase our productivity.

Finally, there is an opportunity to explore innovative uses of digital media. Whether through new platforms, advanced technology, or creative formats, digital media offers us the chance to continuously engage and inspire our audience. By tapping into these possibilities, we aim to create impactful, long-term connections that elevate our brand further in the minds of consumers.

In essence, we see the digital realm as a vast frontier for innovation, efficiency, and meaningful engagement—three cornerstones that will drive our success moving forward.

As a digital-first company, where are you investing your marketing budgets to reach the varied customer profiles appropriately?

Our research has shown a notable shift in the behaviour of our target audience. They are spending less time on traditional television and more on social media and OTT platforms, particularly, the connected TV (CTV). In response to this change, we are realigning our marketing investments to meet our audience where they are most engaged.

 

 

 

 

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A post shared by Housing.com (@housingindia)

On social media, the platforms like Instagram and YouTube are becoming key channels for us. These platforms not only provide a higher visibility but also allow for precise targeting, enabling us to reach the right audience with the right message. This year, we will be investing significantly in these platforms to enhance our brand presence and engagement.

When it comes to OTT, we recognise the growing influence of CTV in capturing the attention of our core audience. Our strategy involves allocating a substantial portion of our budget to programs and content that resonate with this demographic. By focusing on where our target group is most concentrated, we aim to deliver impactful campaigns that connect deeply with viewers. Ultimately, our marketing spend is being strategically funnelled into areas that align with shifting consumer behaviour, ensuring we stay ahead of the curve in this dynamic digital landscape.

You mentioned that you are using AI for improving your marketing efficacy. How exactly are you using it to democratise creativity and speed-to-market?

At Housing.com, we are embracing generative AI to transform the way we approach creativity. Our strategy is centred on using tools like ChatGPT, Midjourney, DALLE, and Canva to empower every team member—regardless of their technical expertise—to become a creator. By incorporating these AI-driven platforms, we are breaking down traditional barriers and enabling everyone to contribute to the creative process.

These tools are not just enhancing our creative output but also accelerating our workflow. By allowing team members to take charge of tasks like design, content generation, and ideation, we have democratised creativity across the board. The result is a more self-sufficient and agile team, where ideas flow freely and productivity soars.

Through this approach, we are not only fostering a culture of innovation but also ensuring that creativity is not confined to a select few. Generative AI is helping us unlock the potential of every individual, making it possible for everyone to contribute to the larger creative vision of the brand.

There are several proptech companies in India. What separates your brand’s positioning from others?

What truly sets Housing.com apart is the way we weave sharp consumer insights into compelling stories that resonate deeply with our audience. At the heart of our brand culture is a focus on understanding our consumers—not just on the surface—but by tapping into their real needs, desires, and aspirations.

We take those insights and package them in a way that feels authentic, relatable, and emotionally engaging. Our storytelling isn’t just about selling real estate; it is about connecting with our audience on a personal level, reflecting on their journeys and helping them make important decisions in their lives.

This approach—rooted in empathy, insight, and creativity—creates a brand culture that stands out from the competition. It’s a culture that prioritizes connection and trust, something that sets us apart in an industry where those qualities are often lacking.

What is the best professional advice you have received to date?

Early in my career, I was told two things: first, to learn how to manage people effectively, and second, to always rely on data, regardless of any biases or preconceived notions. It was a reminder that data doesn’t lie, and it should always be at the core of decision-making.

Those words have stuck with me throughout my career. Whether it is managing teams or making strategic choices, I always return to that foundation: focus on the people and trust the data. These principles have guided me in navigating both, challenges and opportunities, and I believe, they are critical for creating a thriving, forward-thinking work culture.

The marketing industry is increasingly becoming data-driven, which has its upsides and downsides. Do you think this also impacts the working culture?

In the real estate industry, one key area that could benefit from change is the working culture around decision-making. Too often, decisions are made based on gut feelings or assumptions, when data should be the driving force. Embracing a data-driven approach and fostering a more collaborative environment could significantly improve outcomes and create a more transparent, efficient way of working.

How would you describe your working style?

Empathetic, driven, and creative.

Tell us one personal thing about yourself that others might not know.

I have acted in a couple of web series and videos.

Is there any particular brand campaign that you participated in or wish you had?

For me it’s Cred’s Rahul Dravid campaign. Watching the always cool and calm cricketer lose his temper was new, fresh, and not expected at all, therefore, making it memorable, impactful, and viral. Also, personally, I am a huge fan of the Wall.

Is there any brand that you admire for their amazing customer experience?

For me it is AirBnB because authenticity is at the core of its customer experience strategy. For example, the personalised host interaction where a host may offer a homemade breakfast or a personalised note to travellers which adds a unique element to their stay.

What keeps you up at night as a CGMO?

That would be the constant drive to ensure that our ads and products are not just good, but the absolute best in the real estate sector. In such a competitive industry, it’s not enough to be excellent today—we have to keep innovating, evolving, and pushing boundaries to stay ahead.

I always think about how we can create campaigns that truly resonate with our audience, delivering messages that are both impactful and memorable. Equally important is ensuring that our products offer the most seamless and rewarding experience to consumers, setting new benchmarks in the industry. It is this relentless pursuit of excellence that fuels my passion and keeps me striving for more—day and night!