Developers selling high-end homes, priced above ₹20 crore, are moving away from traditional marketing for these homes to newer methods, such as painstaking profiling of customers before showing them the property, augmented reality for visualisation of interior decor, virtual tours, and closeddoor international shows.
There is also marketing through online ads, social media influencers, and exclusive memberships.
Prestige Group, a leading real estate developer, is targeting ultra-luxury buyers using the "by appointment” method.
"There is profiling of a client done before showcasing an entire product to them. It's not that a show-and-tell is done for every customer who walks in. It is by appointment," said Anand Ramachandran, senior vice president of business expansion at Prestige. "We receive a certain profile, we evaluate it and then an appointment is set with a client based on the profile."
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