Walk through Kothrud, Sahakar Nagar, Bibwewadi, or any of the redevelopment sites rising across Pune's older lanes, and the buyer in front of you looks nothing like the IT corridor crowd most real estate sales scripts are written for.
The family looking at a 2BHK in Karve Nagar isn't relocating from Bengaluru. They have lived three streets away for two generations. The retired bank officer calling about a redevelopment unit in Sadashiv Peth isn't comparing five projects on a spreadsheet. He wants to talk to someone, in a language that feels like home, about something he has waited thirty years to build.
Most sales tech in Indian real estate is built around the first buyer: the relocating professional who reads English fluently, moves fast, and is comfortable typing a budget into a form. The second buyer, the long-time Puneri household, gets a telecaller reading off a Hindi or English script, and a process that quietly assumes comfort with that script.
It often doesn't go well. And it is a bigger share of the buyer pool than most CRMs reflect.
Two Pune Markets, One Sales Script
Pune's residential demand splits into two buyer pools that rarely get treated differently.
One is the IT corridor pool: Hinjewadi, Wakad, Kharadi, Baner. Buyers here are migrants from across India, comfortable in English or Hindi, often comparing several projects across portals at once.
The other is the legacy Pune pool: Kothrud, Erandwane, Deccan Gymkhana, Sahakar Nagar, Sinhagad Road, Bibwewadi, Katraj, and the redevelopment wave moving through the old Peth areas. Buyers here are largely Marathi-speaking households, many making a decision that involves parents, siblings, or an entire joint family, not just one income earner.
Most national real estate sales playbooks, and most of the telecalling teams trained on them, are built for the first pool. The qualification script is in English with a Hindi fallback. The CRM fields assume one decision-maker. The follow-up cadence assumes a buyer who will respond to a WhatsApp message in English without a second thought.
For a household in Bibwewadi deciding whether to move out of a rented flat after fifteen years, none of those assumptions hold.
What a Mismatched Call Actually Sounds Like
This rarely shows up as an outright objection. It shows up as a buyer who never quite opens up.
The call connects. The telecaller runs through the standard questions in Hindi. The buyer gives short, polite answers. Budget comes back vague: "Will check and tell you." Timeline comes back noncommittal: "Not decided yet." The call ends in under ninety seconds, and the lead gets logged as low intent.
What actually happened is harder to see from the CRM record. The buyer wasn't disinterested. They were navigating a conversation in a language that wasn't their first choice for discussing money, family, and a decision this size. The real decision-maker, often an elder parent, wasn't even part of the call because the language on offer wasn't one they were comfortable using over the phone.
The lead gets tagged cold. The project loses a buyer who was, in reality, quite serious. And the team never finds out, because the data they're working from was thin from the first sentence.
Where Marathi Changes the Call
This is the part that's easy to underestimate until you hear it happen.
Rezonna's voice agent can open a call in Marathi by default, based on signals like the project's location, the source portal, or a language preference set on the inquiry, and switch fluidly the moment a buyer responds in Hindi or English instead. There's no menu, no "press 2 for Marathi." The agent simply meets the buyer in the language they reach for first.
What changes after that is the content of the conversation, not just its tone. Buyers give a real budget range instead of a vague one. They mention that the decision also involves their father, or that the flat needs to work for a daughter-in-law moving in after marriage. They use the vocabulary they actually think in: token amount, possession date, society maintenance, redevelopment share, vastu preferences, the kind of detail that gets glossed over or mistranslated in a script built around English real estate terminology.
There's also a negotiation register that Marathi-speaking buyers, particularly older ones, expect as a normal part of a property conversation. A degree of back-and-forth on price, a willingness to ask direct questions about discounts or payment flexibility. An agent that responds naturally to this, rather than treating it as an objection to deflect, keeps the conversation moving instead of shutting it down.
The Buyers This Actually Reaches
A few patterns show up repeatedly in this segment:
- Retired professionals buying a second or retirement home in Sinhagad Road, NIBM, or Katraj, often making the single largest purchase of their post-retirement life
- Redevelopment participants in old Peth areas, who are not new buyers at all but existing owners deciding how to use their share in a new project
- Joint families moving from a rented flat into an owned 2BHK or 3BHK in Bibwewadi or Hadapsar, where the call needs to account for more than one stakeholder
- Parents buying on behalf of children settled abroad or in another city, where the parent is the real decision-maker and the actual caller, not a proxy for someone else
- Local business owners and traders from Sadashiv Peth and Bhavani Peth, who think in Marathi for anything involving money and are far more direct in that language than in a borrowed one
None of these buyers show up as a separate category in most CRMs. They show up as low-intent leads with thin call notes, simply because the call never gave them a reason to say more.
How Rezonna Runs These Calls
The qualification fields don't change between an English call and a Marathi one. What changes is the comfort level the buyer brings to answering them.
- Instant callback in the right language. Rezonna calls within seconds of an inquiry and opens in Marathi where the signals point that way, without making the buyer ask for it.
- Natural qualification. Budget, configuration, location preference, timeline, loan status, and whether the buyer wants a site visit, captured through a real conversation rather than a rigid script.
- Fluid switching. If the buyer answers in Hindi or English, the agent follows without friction. The buyer sets the language, not a menu.
- Language preference logged to the CRM. Every record carries a note on which language the buyer is most comfortable in, so the next call, reminder, or agent follow-up stays consistent.
- Site visit booking with context. If a parent or elder family member needs to be present for the actual decision, that detail gets logged too, so the agent walking into the visit already knows who they need to speak with.
Why Continuity Matters As Much As the First Call
A warm first call in Marathi can be undone in the second one.
If a buyer opens up to an AI agent that spoke their language, and the next touch is a junior telecaller working off an English script with no idea what was discussed, the trust built in call one evaporates. The buyer is back to giving short answers, except now there's also a faint sense of being passed around.
This is why the language preference logged after the first call matters as much as the call itself. It tells whoever picks up next, human or AI, to keep the conversation in the language that earned the buyer's trust in the first place. Consistency across the funnel, not just speed on the first call, is what actually moves this segment toward a booked site visit.
What Changes in the Pipeline
Teams that turn this on for their Pune leads tend to see the same shift: a segment that used to generate short, low-confidence calls starts generating qualification records that look like the ones coming out of the IT corridor. Real budgets. Real timelines. Decision-makers identified instead of guessed at.
None of these buyers were ever actually cold. They were buyers whose first call gave them no reason to be anything but brief.
A Market Rezonna Was Built For
Pune isn't one buyer market. It's a relocating professional comparing five projects on a portal, and three streets away, a retired government employee deciding, in Marathi, what to do with a redevelopment share his family has held for forty years.
A sales process built only for the first buyer leaves real revenue sitting in the second pool, unconverted and mislabeled as low intent. Rezonna runs both conversations the way each buyer actually wants to have them, in Hindi, Marathi, English, or whichever language a buyer reaches for first, and keeps that consistency through every call that follows.