Trends in real estate marketing and luxury marketing

Authored by Sarina Menezes - Head and Vice President - Brand Marketing & Corporate Communication, Oberoi Realty

Marketing principles are timeless. Be it in an industry like Real Estate, luxury marketing segment, or when adopting new platforms and new ways to communicate like digital marketing. The 4 Ps of Marketing - Price, Product, People, Promotion continue to be foundational principles for an effective marketing strategy in combination with current trends.

Rooted in luxury and ultra-luxury, the marketing strategy adopted at Oberoi Realty entwines timeless principles with contemporary trends, creating a unique proposition. Oberoi Realty is positioned as a luxury and ultra-luxury brand targeting High Net Worth Individuals (HNI) and Ultra HNI. These customers desire high quality homes, lifestyle enhancing modern amenities, premium locations and to live within a community where the profiles are like-minded. As a strong brand that has established itself in the luxury real estate segment, we are known for our meticulous attention to detail and the evolving needs of our discerning and well-travelled clientele that are willing to pay a premium price.

Using Contemporary Trends for Amplification and Promotion

Crafting the Brand Story: Story Telling in Marketing is an effective strategy centered around people, and Oberoi Realty has adeptly embraced this trend. Today, customers want to buy into Sustainability, and we see it as a trend that will continue to grow as we further develop in the luxury segment. With developments sprawling across urban centres like Mumbai, Thane, and expansion plans into Delhi, Oberoi Realty thrives on integrated developments, ensuring that even in the midst of urbanism, customers are surrounded by nature. Our product attempts to bring man closer to nature through landscape architecture, generous amount of open spaces and the large size developments from 18 acres in Kolshet Thane, 25 acres in Borivali, 80 acres in Goregaon, and 75 acres in Pokhran Thane. Our Ultra Luxury project, Three Sixty West in Worli has breathtaking views of the Arabian Sea and the sky above.

Bringing the Brand Story to Life: The promotional strategy includes a focus on Experiential Marketing, engaging and enabling customers from the first contact to experience what it will feel like to own a home from Oberoi Realty. These Brand experiences are carried through digitally and on social media platforms as part of our strategic Digital Marketing strategy. Experiential marketing further takes center stage at Oberoi Realty with strong brand stories. The Oberoi Garden City story accentuates New Urbanism with the promise of walkable neighborhoods and an integrated ecosystem. Forestville in Thane champions sustainability through biophilic design, and Sky City in Borivali promises a lifestyle upgrade with the Sky City Mall, Sky City Club and a 5-star hotel. Thus, propagating owning a home, leasing an office or being part of the integrated developments by Oberoi Realty as truly aspirational.

Product Innovation and Experiential Marketing: Product innovation goes a long way in bolstering marketing strategies. The pandemic was an eye opener when our homes became spaces for work, study, exercise and play and the need for larger homes and living space emerged, which led us to design and plan a multi-purpose room within the home that met these needs.

Another successful innovation was the introduction of en-suite Studio Apartments that meets the desire for privacy (for any age group) yet the need to live together with the extended family. Available only if you purchase a 3 Bedroom apartment, this product is one of our desirable configurations and has been received well through our awareness campaigns.

At Oberoi Realty, the Customer Experience Centres are a highlight of Hi Touch where the customer is presented with the ready-to-experience Show Apartment, allowing customers to immerse themselves in their future homes.

The dynamic market in India, the evolving customer and his needs and the sheer aspirational desire to own luxury homes and real estate make it imperative for brands to include trends in their brand marketing and communication. Add to it the digital communication channels and it makes the efforts cost effective and far reaching – a combination of a push and pull marketing strategy.