In this exclusive interview with Prasun Kumar, Chief Marketing Officer at MagicBricks, India Business & Trade explores how one of India’s leading real estate platforms is evolving beyond listings to become a full-stack, trusted digital partner for property buyers, renters, and investors.
From rising demand in Tier 2/3 towns and rental investments to AI-powered tools and hyperlocal insights, Prasoon breaks down key trends shaping India’s real estate market post-pandemic. He shares how MagicBricks is bridging the online-offline trust gap, tapping into user behavior to reduce drop-offs, and using innovation—from virtual site visits to AI-powered pricing and video content—to create a seamless, end-to-end home journey. This candid conversation offers actionable insights into how consumer expectations are reshaping the digital property ecosystem in India today.
Image credit: Freepik
IBT: The real estate market is seeing trends like second homes, rentals, and Tier 2/3 town investments. Which of these are temporary and which are here to stay?
Prasun Kumar: The Indian real estate market has grown at a phenomenal pace post-pandemic. After COVID, demand for larger homes surged — whether it was an extra balcony, a spare bedroom, or simply more space to future-proof against uncertainties. This drove strong momentum in premium and luxury housing. Alongside, we saw reverse migration pick up, with people investing back in their hometowns across Tier 2 and Tier 3 cities. Second homes also became popular among city dwellers seeking recreational spaces and a general sense of well-being. Rental properties as an investment avenue also gained traction.
Today, as macroeconomic factors stabilize, home ownership continues to show strong, sustained demand across metros as well as smaller towns. In fact, demand in Tier 2 and 3 towns has grown by 25% year-on-year — indicating a long-term trend. This is being supported by improved infrastructure, like national highways, and better digital access, which are making smaller towns more viable investment destinations. On the other hand, the second-home trend, which surged post-pandemic, now appears to be tapering off. Currently, it accounts for under 5% of total searches on MagicBricks, which suggests it may have been a more temporary spike.
Rental investment, though, is emerging as a lasting opportunity. Even with high demand for home ownership, the rental segment is doing very well. Cities like Ahmedabad have recorded rental yields of over 4.2% in Q1 2025 — significantly above the national average of under 2% and comparable to global standards.This suggests a long-term shift, especially with growing migration to metros for jobs. Rental housing is expected to continue expanding, and it’s not just complementing but actively driving growth in the real estate sector.
IBT: In a crowded digital real estate space, how do you ensure that Magic Bricks is seen as a trusted and a go-to real estate partner, not just a listing website? What’s the most effective positioning level?
Prasun Kumar: Today’s consumers seek more than just information—they want seamless experiences, meaningful engagement, and solutions to well-defined problems. Earlier, the problem statement was largely around search and discovery. That’s what classified listing platforms used to solve, especially in the pre-pandemic phase when demand and supply were still moving online. But post-pandemic, consumer behavior has evolved significantly. We’ve seen massive digital adoption across categories, and people are now not only digitally literate but also use digital platforms actively to derive real value.
Given this context, we believe the key is to provide end-to-end assistance digitally. That’s what MagicBricks has evolved into—a full-stack platform. We’re no longer just about listings. We now support the entire home journey—buying, renting, and beyond. For instance, buyers on our platform can access tools like EMI calculators and ‘PropWorth,’ which provides instant property pricing across India. We’ve also integrated site visits, enabling users to shortlist properties, schedule visits, and access detailed information—all in one place.
We’ve expanded into home loans, so buyers can check loan eligibility and begin the process alongside their property search. This saves time and brings convenience under one umbrella. And once a property is purchased, we even help with home interiors—connecting buyers to over 100 interior design brands and partners across the country. The goal is to ensure that whether you’re buying, selling, or renting, you can manage the entire journey on MagicBricks—from discovery to financing to furnishing. That seamless, all-in-one experience is what truly sets us apart.
IBT: Real estate is hyperlocal, and trust is often built offline. How does MagicBricks bridge this trust gap, especially in semi-urban markets where digital adoption is still evolving?
Prasun Kumar: Trust is critical in real estate—being both a high-intent and high-value purchase. We recognize that India’s property market is made up of hyperlocal pockets, each with distinct buyer expectations. That’s why MagicBricks offers insights across 20,000+ localities, covering everything from price trends to supply dynamics.
To support informed decisions, we created Magic Homes—a curated section for first-time buyers featuring under-construction projects, RERA details, expert reviews, and more. We also work closely with brokers, providing tools like LeadPro, one of India’s most widely used CRM platforms for property agents. Verified listings and certified agents help users know who to trust.
On the content side, MBTV, our YouTube channel, offers original videos on projects, locations, and interviews—making property research more transparent and engaging. Importantly, digital trust is rising organically. Today, users in small towns are comfortable using digital payments, quick commerce, and online services. We’re tapping into that familiarity to drive real estate decisions online. Ultimately, it’s about combining information, technology, and partnerships to build trust—whether you’re in a metro or a tier 3 town.
IBT: Are you experimenting with innovations like virtual reality to enhance decision-making and reduce friction in real estate transactions? And how do you see influencers contributing to this evolving space?
Prasun Kumar: Absolutely. In today’s tech-led landscape, constant innovation is non-negotiable. At MagicBricks, we’ve embraced AI in a big way. Our AI-driven smart recommendations have improved property match scores and shortlist rates by over 40%. We’re offering 3D virtual tours and 360-degree property views, which have seen more than 50% adoption by our clients.
We also use agentic AI and chatbots for quicker service and redressal, alongside smart tools like market intelligence dashboards and our AI-powered tool PropWorth, which instantly estimates property prices across India. In home loans, our AI-based bank recommendation engine matches users with ideal lenders based on their profile.
As for influencers, they do have a role—especially in education and awareness. Real estate is a high-value, multi-stage purchase, so influencers may not directly drive sales, but they can certainly enrich the decision-making process. That’s why we started featuring project and locality reviews on MBTV, offering consumers a balanced, neutral perspective. This kind of credible content—especially when it shows both pros and cons—helps buyers make better-informed decisions. Influencers can play a key role in spreading such knowledge.
IBT: With so many innovations, influencer inputs, and tech-led tools, where do most buyers still get stuck in their property journey? What are the pain points that frustrate users and lead to drop-offs?
Prasun Kumar: I wouldn’t say these pain points are entirely non-obvious—but if you walk in the consumer’s shoes, certain gaps become clear. The biggest drop-offs we observe tend to happen between shortlisting a property and making the final decision. This is often due to opaque or insufficient information. When buyers don’t get clear answers or enough trusted sources to validate their decision, frustration builds and interest drops.
Another friction point is the site visit. Though it’s partly an offline experience, we’re using tech to make it smoother. For instance, users can now book a site visit directly from a listing on MagicBricks. We’ve even integrated cab services to take them to the site and back—removing logistical hurdles that often cause delays.
To further reduce drop-offs, we’ve developed tools like Magic Homes and Propworth—which offer sharp, personalized insights and virtual visualization to cut through the clutter. Ultimately, it’s about improving the accuracy, authenticity, and speed of information to make the journey as seamless and satisfying as possible.
Prasun Kumar, Chief Marketing Officer, MagicBricks
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