Job Description

1) Job Purpose:Write the purpose for which the job exists (in 2-3 lines)

Create and manage construction finance sales at location to develop new relationships and manage key account relationships directly with the promoters, participating in the negotiation process and ensuring compliance of lending terms with internal and regulatory risk management norms. The product portfolio includes structured loans to developers and construction finance against projects

2) Dimensions: Mention quantitative or qualitative parameters that are relevant for the job and provide a better understanding of the scope and scale of the job.
Business Workforce Number
Unit Workforce Number
Function Workforce Number
Department Workforce Number
Other Quantitative and Important Parameters for the job: Budgets/ Volumes/No. of Products/Geography/ Markets/ Customers or any other parameter

3) Job Context & Major Challenges:Write the specific aspects of the job that provide a challenge (internal and external) to the jobholder in the context of the Business/Unit/Function/Department/Section

Organizational Context

Key Aspects:

Part of the Aditya Birla Capital Limited, Aditya Birla Housing Finance Limited (ABHFL) is registered with the National Housing Bank as a housing finance company under the National Housing Bank Act, 1987. The company offers a complete range of housing finance solutions such as home loans, home improvement and home construction loans, balance transfer and top-up loans, loans against property and construction finance. The company acquired its license on 9^th July 2014 and has aggressive growth plans.
ABHFL has grown at a steady rate while reporting good asset quality despite challenges in the operating environment. While the industry is dominated by five large groups, there has been an emergence of segment like affordable housing and self-employed borrowers, given the high potential in these segments. Despite increased focus by banks, HFCs have been able to maintain their share in the mortgage market and is poised for rapid growth and plans to grow 5X (40,000 Cr) in the next 5 years. This shall take ABHFL within the top 5 percentile of HFCs in the country.
The ABHFL Sales organization works broadly with 3 customer segments - retail (individual) customers, institutional customers (for retail and institutional loan consumers) and builders (for both retail tie-ups and construction finance), with a major share of the business coming from retail customers. Client segments can also be divided into Salaried and Self-employed, with both of these having very different preferences and needs.

Job Context

Key Aspects:

The Construction Finance division caters to the short term and long term funding needs of the developers against project across the country. The product portfolio includes Construction finance against projects and Structured finance against committed cash flow of developers. The role holder is entirely responsible for Relationship building and structuring of all deals and managing the portfolio.

In construction finance, underwriting focuses not on the balance sheet but significantly on the project and the promoter group. Assessment here involves understanding the previous track record of the builder in terms of quality and timeliness of completion, saleability of projects, track record with other lenders and no. of projects delivered in the past. Project monitoring and end use of funds disbursed are critical here given risks around funds being used elsewhere, sale receivables not coming to the lender as a repayment and so on. Prudent customer selection is critical and is highly dependent on a relationship manager's market awareness and client background information.

Mortgage lending encompasses a wide variety of financing solutions for clients, ranging from vanilla Home Loans and Loan against property, to more complex Lease Rental discounting, Commercial Purchase and Construction Finance lending. Financing solutions are provided to Self-Employed [professionals/ non-professionals/ salaried] against a wide array of lending programs, each of which aims to estimate the client's repayment capability accurately before the company to take an exposure.

Loan approvals entail a good mix of profile checks, balance sheet lending and collateral assessment. An in-depth understanding of the customer's business model, customers & suppliers, success factors and dependencies needs to be taken into account given these are long term exposures [ranging upto 15 - 20 years]. The financials are assessed to understand the repayment capability in the near and long term

Providing housing finance (to buyers), Loan against Property, Commercial Property Purchase, Lease Rental Discounting and Construction Finance (to builders) solutions, ABHFL caters to a diverse range of customer segments through its various service offerings. Additionally, being predominantly retail driven, the business is characterized by high volume of loan transactions and customer relationships. As a result, ABHFL business performance is strongly impacted by people, process and organizational efficiencies, alongside core business drivers such as product/ solution quality, channel and customer relationship management and risk management.

Creating a differentiated proposition will be key in this highly competitive market

High cost of funding and smaller margins need to be offset by greater business volumes and market share
To constantly evaluate businesses, product segments and geographies we need to be in
To constantly create innovative products and go to market strategies that help grow the business exponentially while ensuring profitability and zero delinquency
To evaluate new business opportunities for creating a differentiated positioning in this competitive housing finance market
All of the above can lead to strong competitive differentiation and enable quicker market penetration and profitable growth
The lending program requires assessing clients on various dimensions, including income, repayment behavior, stability of income/ residence, profile, collateral [valuation, marketability], ownership structure of business and the property and many others.

The role holder is entirely responsible for Relationship building and structuring of all deals and managing the portfolio.

Key Challenges

This is high risk and high return business, highly volatile but secured. Present CF portfolio is approx. 5% of HFC book though contributes approx. 23% of bottom line. CF book is Critical from overall retail home loan business proposition and remain competitive in market.
Number of borrowers may be less but it demands high relationship management skills as projects and customers require day to day monitoring and dealings almost on a weekly basis.
HFC business is diversified in terms of geography and customers, we neither can have bulky exposure on book nor concentration on geographies, thus Construction Finance business in HFC also should be in line with the exiting retail proposition, this requires Onboarding of smaller clients with the same amount of work and quality as in case of large corporate borrower.

Enabling Skill Sets & Qualifications

The critical skill sets required tomeet these challenges are Building builder relationships, past experience in Real estate debt or equity business, Structuring knowledge, communication & presentation skills, strong Real estate market network & high customer service orientation.
The education & experience required to fulfil this profile are a Post graduate with minimum 4 to 8 yrs of experience in Real estate lending space

4) Key Result Areas:Writethe key results expected from the job and the supporting actions for each of these key result areas (For a majority of jobs typically there could be 4- 7 key result areas)
Key Result Areas	Supporting Actions
Implement the sales plan for the Construction Finance division, building relationships with developers and identifying areas of opportunity for ABHFL	Drive on-ground sales for the construction finance division by building strong relationships with developers and promoters Manage direct relationships with key promoters the location to identify and access opportunities for project lending, leverage the existing developer base and Group relationships by building strong relationships with key resources. Drive an increase in fee based income from real estate developers Promote cross-selling / up selling of group financial product offerings and utilize them as value differentiators e.g. the home loan business is a big opportunity for creating scale through this channel. Source timely, accurate, quality and pertinent information and data primarily through market research/ feedback to assist in decision making of viability of project
Build superior customer service levels and a strong value proposition while ensuring compliance to internal risk parameters	Gain a thorough understanding of customer needs and requirements Understand the technical and financial aspects of projects including project size, progress and risk factors Structure customized deals as per internal parameters and suit customer requirements Oversee the initial stages of the risk management process, collating the necessary documentation, carrying out preliminary risk assessments and forwarding the files to the credit team Coordinate with the risk and operations teams to evaluate and approve loan applications, while maintaining customer service levels including turn-around-time Communicate with customers on a periodic basis, identifying and addressing their issues so as to maintain high levels of customer satisfaction Manage the account renewal process, ensuring continuing relationships with key customers
Ensure compliance to internal risk parameters and monitor the health of customer accounts on a periodic basis to minimize risk and potential delinquencies	Ensure that internal risk parameters and external regulatory norms are followed at all points in the lending process Ensure the maintenance of acceptable asset quality of CF loans track delinquencies closely so as to minimize NPA levels Ensure that key parameters related to projects and developers are monitored closely on a continuous basis, so as to mitigate potential risk factors Understand local currents and risk factors, providing an input to take decisions on new and existing loans

5) Job Purpose of Direct Reports:Describe the job purpose of the direct report/s to the job (in 2-3 lines for each report)

6) Relationships:Describe the nature and purpose of most important contacts or relationship (except superior/team members) with individuals, departments, organizations inside and outside of the organization, that job is required to interact with in order to deliver the job objectives
Relationship Type	Frequency	Nature
Internal
CBO/CEO Head CF & RE Regional Sales Manager Risk function Operations function HR function IT function Accounts function Marketing function	Quarterly Weekly Daily Quarterly Daily Need based Need based Need based Need based	MIS and business review Business Review, MIS Business reviews, joint customer meetings, updates on new business opportunities and team performance Case reviews, Business reviews, Monitoring. Client servicing issues, Mortgage creation, Disbursal completion Recruitments, Performance Reviews, Training, Talent ManagementBusiness applications, ongoing IT support Financial analysis and MIS Status on contests, conversion ratios, marketing plans etc
External
Developers, institutions and Real estate players Channel partners ABCL partners Peers in the industry	Daily/ Weekly Weekly/ fortnightly Weekly Fortnightly/ Monthly	Customer relationship management, gauging new product development opportunities Review pan India channel partner & distribution networks, effect of engagement programs Increase business of group cross selling reviews Market intelligence & trends

7) Organizational Relationships:Provide the structure for a level above and below the position for which this job description is written. Use position titles in the structured and indicate all the reports of the position.

SIGN-OFF:Provide the name of the Manager and the jobholder. Signature needed for the hard copy of the JD. Hard copy to be maintained in the organizational record.
	Job Holder	Reports to - Manager
Name
Date of Entry / Approval

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