An approach paper by
Growth Marketing for High-End Real Estate
Maximizing ROAS on digital spend for luxury/ high end real estate.

The high-end of the real estate market is driven by savvy, affluent
consumers who have learned to thrive in today’s new, post-recession
Reality
Who buy Premium Real Estate Projects

● Who buys luxury homes in India?
● Characteristic sought in Home
● Why digital marketing burns advertising money
● The Smart approach- Think Growth
● Long Term Growth Strategy
○ Objective
○ Approach
○ Expected Results
● Medium Term Growth Strategy
● Objective
● Approach
● Expected Results
● Launch Strategy
● Objective
● Approach
● Expected Results
Topics Covered

“Quality” has become an expectation in the world of luxury. It is a
given.
Traditional forms of luxury are losing their luster as consumers become
familiar and ultimately bored with the “same old, same old.” More and
more, the affluent today want something new and different and the
once strong push to find “the right products” is giving way to a search
for something deeper, unique and more meaningful.
The following are few profiles of luxury home buyers.
Who buys luxury homes in India?

Demographics
● Profession: Corporate Executive
● Avg - 50+
● Married
● Have children
Passion
● Volunteering
● Attending sporting events
● Recreational sports (golf, tennis etc)
● Environmental/Sustainability
● Arts and crafts
Spending Power
● Avg Income: 1.5-2 CR
● Avg assets: 3-4 CR
● Avg investable assets: 2-2.5 CR
Real estate value
● Avg Primary home value - 4-5 CR
● Do own a second home
● Avg second home value - 2-3 CR
This consumer, though significantly affluent, tends to repeatedly use products and services they have used before, and so they
are hesitant to stray far from what they know.
Buyers in this price range tend to rely more on the real estate sales professional to take them through the purchase process.They
are motivated by emotional connections based on happiness, feeling good, and having fun.
They want to feel like they are making a smart decision. Luxury is not central to their lifestyle
User Persona 1 - Ravi Malhotra, VP- Sales Marketing

Demographics
● Profession: Businessman
● Avg - 50+
● Married
● Have childrens
Passion
● Fine dining
● Outdoor activities (hiking, cycling etc)
● Finance and investment
● Museum and art exhibition
Spending Power
● Avg Income: 2.5 - 4 CR
● Avg assets: 15-18 CR
● Avg investable assets: 4-5 CR
Real estate value
● Avg Primary home value - 8-10 CR
● Do own a second home
● Avg second home value - 2-3 CR
At this level, buyers are motivated by feelings of wanting the best life offers, feeling pampered, indulging and
relaxing. The purchases they make are about who they are and how they want others to see them.
The purchase should reflect who they are, and their commitment to producing long term good. Their passion reflects a
desire to better understand the world they live in, and to improve themselves through experience and education.
User Persona 2 - Aakash Chopra, Business Owner

Demographics
● Profession: CEO
● Avg - 48+
● Married
● Have children
Passion
● Fashion style
● Shopping
● Cars
● Personal appearance
Spending Power
● Avg Income: 4 CR+
● Avg assets: 8-10 CR
● Avg investable assets: 10 CR+
Real estate value
● Avg Primary home value - 20 CR+
● Do own a second home
● Avg second home value - 8 CR+
These ultra-affluent consumers can buy anything (although not everything) they want. They approach buying decisions with both
rational and emotional considerations.
These buyers can prove very challenging to forge honest relationships with because they may fear appearing overindulgent about
their consumption.
When they understand what they are buying is not available to everyone, has a customized feel, and even comes at a premium
price, which helps them feel confident that what they are buying is worth more. They are motivated by feelings of power, a desire
to “have it all” and feeling important in the purchase.
User Persona 3 - Yash, Business Owner

Below are top 10 traits or characteristics sought amenities and home features stood out in the current luxury real
estate landscape:
1. Lots of privacy and security - outdoor surveillance cameras with night vision to protect a home’s perimeters;
safe rooms with oxygen scrubbers, back-up generators and blast films on windows to make them virtually
impenetrable; and ceiling devices that when tripped, fire pepper spray or a fog laced with ingredients to
temporarily debilitate unwanted intruders.
2. Master bedroom with an en suite luxury bathroom
3. Energy efficiency and environmental design
4. Kitchen with high-end appliances already installed - Counter space, considered prime real estate even
more so than stoves or appliances, is expanding exponentially and also allowing a household’s multiple cooks to
create in tandem. Precision, efficiency of movement, command of space defines a chef – which so many of us
now aspire to be.
5. Master bedroom with dual walk-in closets - Just as your art and your home are the image you project to
the world, so are the clothes you wear. That is certainly the reason that closets continue to grow in size and
opulence.
6. Outdoor patio/deck designed for entertaining
7. An open floor plan throughout the house
8. Kitchen area conducive to entertaining
9. Close proximity to shopping and services
10. Display of art in the home continued as a major priority for luxury homeowners, whether that is dedicated
gallery space or integrating art in a home’s primary living spaces.
Characteristic sought in Home

Advanced in-home technology for home security is quickly becoming an important distinction for wealthy
consumers. Safety and privacy have always been concerns, but today’s fully digital security systems that
feature monitoring (video) and intervention (ability to lock or unlock doors) are increasingly important.
● Security Technology
● Operate home security system through a mobile device
● View live or recorded video of your home through a mobile device
● Door lock/unlock through a mobile device
In-home entertainment also fits into the technology conversation. The stakes continue to raise with
integrated media, and wireless speakers are just the tip of the iceberg.
● Entertainment Technology
● Wireless speakers throughout the home
● Advanced in-home theatre/media center
● IMAX home theatre
Technology in Home

Luxury Real Estate Follows Trends in Luxury Asset Classes, not the General Housing Market.
Unlike buyers in the overall housing market, affluent buyers have the capacity to purchase and sell a residential
property for reasons beyond necessity. Much like a high-value art purchase, the acquisition of a luxury home is
motivated by a variety of factors including preservation and growth of capital, diversification against geopolitical
risks, defense against inflation, diminishing volatility, lifestyle the desire to own a beautiful asset of lasting intrinsic
value.
India’s real estate sector contributes 5-6% of its GDP and is expected to be worth $180 billion by 2020.Though the
sector has seen a sustained slump in the past few years — recent reports reveal that sales of residential units dropped
by 2.2% in FY16, to 1,58,211 units from 1,61,875 units in the previous fiscal — a silver lining is visible. In the first
three months of 2016 itself, sales have risen by 9% to 42,541 units from 39,001 units compared with the same
quarter in 201537. Commercial real estate sales saw a revival in FY16, rising significantly to above 35 million sq ft.
Passing of Real Estate (Regulation and Development) Act (RERA) and also opening the Real Estate Sector to FDI has
sent the stone rolling for the reforms in this sector and hint at reviving the sector in the long run. The government’s
decision to demonetise old Rs 500 and Rs 1,000 currency notes from the market has put a curb on the black money in
the Indian market which
will adversely impact the Real Estate market in the short run but make it more viable and sound investment
destination in the long run.
At the end of 2016, there were approximately 264,000 HNWIs living in India, with a combined wealth holdings of
US$3.0 trillion.
Indian Luxury Real Estate

During the review period (2006-2016), Indian HNWI volumes
increased by 290% from approximately
68,000 HNWIs in 2006 to 264,000 HNWIs in 2016.
Indian HNWI volumes increased by 12% over the past year, from approximately 236,000 HNWIs in 2015 to
264,000 HNWIs in 2016.
Indian Luxury Real Estate

Manufacturing is the main industry from which
Indian HNWIs have acquired their wealth – it is the primary source
of wealth for 18% of local HNWIs. Other important industries for them
include basic materials, technology and financial & professional services.
According to the latest New World Wealth report, India's financial
capital here is home to 46,000 millionaires and 28 billionaires, and
is followed in terms of wealth by Delhi in second place and
Bengaluru in third place. Mumbai is the richest Indian city with a
total wealth of $820 billion, a report has said.
Indian Luxury Real Estate

Typical digital marketing agencies list Search and Social Media as the two tactics they believe can drive the most business for
them. But only a small percentage of agencies actually execute these campaigns because they don’t know how.
When it comes to online marketing campaigns, most in the real estate industry tend to focus on generating traffic and acquiring
as many leads as possible with little emphasis on relevance.
Most of the digital marketing campaigns fail because -
Poor execution
Overgeneralized launch strategy is myopic in nature which amounts to a big waste of time and money for brokers and agents
during the launch of project.The correct focus involves a well thought out strategy with proven tactics that create relevant traffic,
leads and ultimately clients.
Fragment approach, No segmentation
Platforms that aren’t thoughtfully integrated to account for the impact of potential changes from multiple parties will experience a
negative ripple effect at some point in time. You need one powerful platform which can integrate all marketing activities to
segment and analysis your performance to make better decision going forward.
Accountability, Support and Sales funnel integration
Agencies usually never disclose on where funds are used, and where they end up wasting money on poor execution. If the
wastage is not controlled at early stage when numbers gives you glimpse of future picture you end up loosing all budget at early
stage.
Why digital marketing burns advertising money

We at upgrwoth.in believe driving up the adoption of digital requires awareness, attraction, filtering and
experience and all have to come together in a single package through carefully crafted funnel.
Providing Partners a solution through which we can reach out to “right buyers” and deliver the experience
before the visit increase the chances of conversion.
You never need 1000 to know about your product. You just need 100 people who are interested in buying
your product.
We segment “growth” approach on 3 high level.
Long term
Medium term
Launch
We partner with you towards achieving your target in allocated/before deadlines.
we use strategic marketing to drive traffic to an effective website – once the traffic has been on the website
we keep marketing to the visitors using Google, Facebook and email.
The Smart approach- Think Growth

We approach growth and plan it through 3 step process -
1. Product
Presenting and positioning product as aspiration and dream come true to the target audience. This emphasis on
product will have direct impact on sales.
2. Testing and Optimisation
Experiment and test every marketing channel. Track the performance of campaigns and ROI for each channel. If
anything does not perform well, do not touch it anytime soon in near future.
This allow you to significantly filter your marketing approach and extract more through less investment.
3. Brand building
Creating brand personality through social media and continuous engagement with target audience will able to
leverage at time of project launch. Social is powerful platform to acquire new users and keep existing users engage
with you.
The Smart approach- Think Growth

We live in a world in which the barriers to international business relationships have declined while the art of
comparative performance measurement has been raised to a science thanks to the likes of
We focused on delivering maximum “Sales Qualified Leads” and least “window shoppers”.
Customers who have experienced the product and valued it against potential competitors have higher
chances of conversion.
We understand web development, the user experience, search engine marketing and optimization, branding,
conversion tactics,social media integration in depth and how to utilize each platform for the success of your
business partners.
Who buys luxury homes in India?

Objective
Technology leadership, experience delivery, competitive position, are some of objective we hold accountable
ourselves accountable in long term growth strategy. This is usually spread over 3-5 years span to keep it
ready to be leveraged when we launch projects in between.
Approach
We help you to create long term growth through:
● Branding campaigns
● Technology hooks
● TOFU (Top Of the Funnel) Content Approach
Expected Results
● Perception building for potential buyers
● Potential buyers pursive primal as trusted advisor on luxury real estate
● Increase awareness/engagement with potential buyers
● Driver traffic, collect leads to touch base for launch campaigns
● MQL (Marketing qualified leads)
Long Term Growth Strategy

Objective
Medium term growth planning help to strengthen the company's position in consumer mindset after they
become aware about the brand.
Generally it spread over 3-4 months time period through different themes 3-4 times a year. These
campaigns create base for launch campaigns.
Approach
We help you to create medium term growth through -
● Exact target audience no matter where they present on digital platform
● Partnerships with brands and products used by target audience
● BOFU (Bottom Of the Funnel) Content Approach
Expected Results
● Recall value for brand
● Potential buyers value primal over competitors
● “Educated-product aware” potential buyers
● SQL (Sales qualified leads)
Medium Term Growth Strategy

Objective
Launch campaigns drive leads and increase actual site visits. Generally it spread over 1-2 months.
Approach
We approach and target filtered leads and new potential buyers through multi-channel approach.
● Search marketing
● Display marketing
● Gmail marketing
● Remarketing
● Social media marketing
● Organic brand building
● Paid activities
● Interest based targeting
● Influencer marketing
● Email marketing
● Drip campaign
● Database marketing
Expected Results
● Actual site visits
● Better ROI
Launch Campaign Strategy

Each strategic approach changes according to -
● Stage of project
● Target audience
● Inventory size
● Product value
● Geography
● Month of year
There is one-size-fit solution approach for marketing high-end real estate project.
This document gives you an overview to approach while strategy of execution will change according to
project.

Contact
● Amol Ghemud (amol@upgrowth.in)
Website
● www.upGrowth.in
Contact No
● +91-97663-34689
How to reach us