The National Building Organization (NBO) has a collection of over 250 films and over 30 videos, which are given on request for screening to various institutions. Films on housing have been produced and screened all over the country. This is one approach adopted to reach out to the literate and semi-literate population of the rural areas. While the NBO took a particular approach, the leading builders in cities like Kochi are a step ahead in disseminating information with respect to the real estate projects developed by them.

To sell the built up spaces, the builders in Kochi used to adopt different approaches to reach out to the target population. A luxury apartment in Kochi being put up for sale is advertised through all the medias. In the first place, the marketing executives used to cover the high-income groups in need of living spaces and now residing on rented premises.

Secondly, the successful executives and other entrepreneurs are targeted. For busy professionals a virtual walk through is given which gives a feel of the actual amenities in place in the luxury apartment. For the successful high-salaried professionals in Cochin, owning a high cost luxury apartment is a status symbol.

Finally, the returning expatriate population is also given much priority. A majority of the expatriates are those who have been successful in their business ventures or in other jobs in the Multi National Corporations (MNCs). When retiring from the overseas destinations, they are given additional incentives to invest in new businesses or even in real estate.

Studies have shown that the returning expatriates are one of the major groups that are investing significant amount of money into real estate in cities like Kochi. Having been exposed to the competitive atmosphere in overseas destinations, the expatriates do not hesitate to make bold forays into unchartered waters.