DRA launches Chennai's first AI home sales assistant

DRA Homes has introduced a multi-lingual virtual sales AI assistant for homebuyers in Chennai, calling it the first of its kind in the city's residential property market.

The tool debuted at the CREDAI Chennai Fairpro real estate exhibition, where it shared project and pricing information with visitors.

The assistant serves as a digital interface for prospective buyers, providing project details, pricing, home configuration options and amenity specifications. It also schedules site visits, allowing buyers to plan in-person viewings after reviewing information at the booth.

DRA Homes has positioned the launch as part of a broader shift towards digital, self-service sales processes. In Chennai and other large Indian cities, developers and brokers are increasing their use of online listings, virtual walkthroughs and customer relationship management tools as buyers compare multiple projects.

At Fairpro, visitors engaged with the assistant and responded to the speed of access to information. Exhibitions have become a highly competitive sales channel, with developers aiming to capture interest quickly and convert it into site visits and bookings.

Multi-lingual access

DRA Homes did not specify how many languages the assistant supports, but said multi-lingual access is central to its design. In a market such as Chennai, language support can affect how quickly buyers move from initial exploration to a detailed discussion with sales staff.

The assistant is designed to answer routine queries and provide standardised information, reducing reliance on printed brochures and manual explanations at busy sales locations. This can be particularly useful during exhibitions, when footfall is high and sales teams must manage multiple conversations at once.

Ranjeeth Rathod, Managing Director, DRA Homes, linked the launch to operational priorities as well as customer experience.

He said, "Innovation in real estate is no longer optional - it is imperative. The launch of Chennai's first Multi-lingual Virtual Sales AI Assistant reflects our commitment to building a future-ready organization that leverages technology to enhance customer experience and operational efficiency. We believe AI will play a transformative role in redefining how homes are marketed, explored and purchased, and this is a significant step in that direction."

Malls and airports

DRA Homes plans to place the assistant in selected malls and airports following its exhibition debut. These venues attract large numbers of residents and visitors and are commonly used for property kiosks and brand activations. A digital assistant can handle high volumes of basic enquiries without requiring a full sales team on site at all times.

The move also signals a push for standardised engagement across multiple locations. Malls and airports typically offer short windows for interaction, with many passers-by making quick decisions about whether to share contact details or request a site visit.

Manoj Vasudevan, Head- Sales, Marketing & CRM, DRA Homes, said the assistant is intended to meet expectations for fast responses and clear information during the buying process.

He said, "Today's homebuyer expects speed, transparency and personalized engagement at every stage of the buying journey. With this AI-powered assistant, we are able to provide instant, accurate information while meaningfully enhancing the customer experience. Our focus is on combining human expertise with intelligent automation, enabling our teams to deliver deeper advisory support while the technology streamlines information access."

Sales process shift

AI-led sales assistance is gaining attention across consumer sectors in India as companies look to handle enquiries at scale and keep response times low. In residential property, where purchase cycles can be long and involve multiple family decision-makers, developers often receive repeated requests for the same information, such as unit sizes, floor plans, availability, payment schedules and amenities.

A virtual assistant can structure early interactions and capture lead information in a consistent format. It can also establish what a buyer has already seen before a sales representative steps in. This can shift sales teams towards site-specific advice, financing discussions and negotiation, rather than repeating general project information.

For developers, these tools also create a digital record of common questions and buyer preferences. That data can inform marketing messages, booth design and follow-up strategy, and help firms identify which projects generate the most interest in different locations.

Company background

DRA has operated in Chennai for four decades and said it has served more than 12,000 customers. It has delivered multiple residential projects across the city and promoted internal tools such as a "Timeline Meter" for construction updates and a "Customer Delight Meter" as part of its customer communication approach.

The assistant will appear next at selected malls and airports, with further deployments likely to depend on footfall, engagement levels and conversion into site visits.