Digital Sales Transformation in Real Estate: Enhancing Customer Experience at Aastha Everest Group

Abstract

Aastha Everest Group is a 49-year-old residential developer in Ahmedabad with a portfolio of 54 projects. Despite its established reputation, the organisation runs a largely manual sales process with limited digital tools, and no measure of how it stands against competitors. This study asked whether that gap is measurable, how buyers and staff feel about six proposed digital tools, and in what order those tools should be introduced. A mixed-methods design was used across five instruments: a customer experience survey (n = 31), a Technology Acceptance Model staff survey (full census, n = 5), semi-structured stakeholder interviews, a competitive benchmarking scorecard across seven Ahmedabad and Gujarat developers, and a process observation protocol. Four hypotheses were tested. First, 48% of buyers waited longer than the one-hour industry benchmark for a response, with a mean of 5.84 hours and no CRM in place (W = 91.0, p < 0.05). Second, buyers rated all six tools significantly above the neutral midpoint, and demand was tied to real service gaps rather than novelty (rs = −0.426, p = 0.034). Third, staff showed positive adoption intent across all tools, with the Construction Progress Tracker recording the highest behavioural intention (BI = 4.50) and the AI Chatbot the lowest training burden (TNI = 2.6). Fourth, Aastha Everest Group scored 53 out of 100 against a leading competitor score of 79, with zero marks on virtual tour and chatbot availability. A three-phase implementation roadmap follows: CRM and AI Chatbot first, the Construction Progress Tracker and 360° Virtual Tour second, and VR and Holographic tools last, once the organisational foundation is established.