The Verraton
Thane’s most sought-after development
Problem Statement
With burgeoning projects in the affordable segment, Verraton’s bunglow development took a back seat due to the lack of approvals. There was a serious liquidity crunch.
Our Mission
- To create Thane’s most sought-after destination brand with a strong brand promisecorresponding to the aspirations of the TG.
- To target the customers with the right profile and improve customer interaction.
The Insight
The market was and is brimming with housing projects positioned as “desirable”. From customers’ perspective, all the offers looked the same at the surface level. Here, Xanadu leveraged the strengths of the development to establish it as a destination brand for the affluent class. To stand apart from the crowded lists of projects, we carefully designed customer communication to target the right audience.
The Solution
The entire development was re-engineered and positioned from a brand-new perspective. Xanadu created an umbrella destination brand which captures the beauty, ethos of the product and its uniqueness to set atop the Thane market. The brand was re-positioned as Bungalow Living which created an instant connect with the affluent class.
The Approach
- Brand pre-launch with the sale of exclusive collection of apartments designed by a renowned interior designer
- An aggressive distribution strategy with over 1000 distribution partners across Mumbai
- Bungalow Living emerged as the most impactful campaign of Thane Real Estate
- Narrow sales funnel to generate curiosity: Devised sales strategy with “Sale by Invitation Only” to identify and select the right customers for the development
- Showcase luxury events: Arranged for heritage walks of the property for each consumer, exclusive tours of the show-residence and industry-first hospitality experience
- Developed an impactful campaign with a real photo-shoot of the Bungalow Living to capture the imagination of the customers
- Created easy buying opportunity: With OC around the corner, the sky-bungalowswere offered with an easy buying opportunity of no Pre-EMI till possession via our partnerships with major finance institutions.
The Xanadu Impact
Brand Transformation
Within a short span of time, Xanadu repositioned the project from just another “desirable” project to a promise of a lifestyle corresponding to customers’ aspirations.
Expansion in customer reach
Over 2000 customer visits were organized compared for INR 1 cr plus product in Thane market, which was an unheard phenomena.
2X performance
INR 400 cr. plus sales in just 2 quarters
