Land, as we know, is the oldest investment asset, and when we talk about the availability of land in Goa, it is much lower compared to the other regions of India. In such a scenario, the foremost curators of estates in the country were coming up with branded land in the foremost holiday destination of India – Goa, giving consumers across the country an opportunity to own land in their dream destination.
This was the first time a brand went national and opened up a development outside Maharashtra in Goa. With a ticket size that big and selling plots in a place like Goa, where people want to stay by the beach in hotels, it wasn’t easy creating the urgency with the required FOMO to boost sales.
It was extremely important to identify the correct micro market. From site visit and competition analysis, we realised Delhi is the target micro market, and we set up distribution in Delhi along with a national print ad there. Consequently, we received 58% Business from Delhi.
HOABL’s strategy involved freeing the land from various risks, viz., red tape & exhaustive documentation, to redefine land investment by using modern technology. Hence our sales strategy focused on online selling, facilitated by our Virtual Sales Gallery (VSG)- which brought the site to where the customer was via a 360-degree virtual site experience.
Everything from the selection of inventory to the allocation of the villa estates was online, which differentiated this campaign from the competition, having sold a ticket size of ₹1.44 Cr+ digitally.
It started with awakening the market to a new opportunity. The next phase of the campaign was a Joint Business Plan where the
campaign focused on marketing India’s most valued villa estates. This was followed by a channel-partner meet where the
entire product was revealed using specially designed renders and a Virtual Sales Gallery. The concluding phase of the
campaign was “The Curtain Raiser”- a 2-day event that included revealing the product with exclusive offers over the weekend.
Some noteworthy mentions of the said strategy are appended below.
It was a complete digital takeover
This campaign went live across Digital Platforms like Inshorts, Cricbuzz, Money Control and Times of India, apart from the typical Facebook, Instagram and Google Advertisement, overall acquiring 13 crore total impressions, 1.96 crore total reach, and 5572 total leads, directly contributing to 47% sales.
Bringing India The Times Of Goa
On 19th November 2022, India woke up to “The Times of Goa”… Yes, we changed the masthead for this 4-pager print ad for Imperial Goa that got an unprecedented response, i.e. 1500 enquires & a 12% contribution to business in 8 hours.
Virtual Sales Gallery
We brought the site to the customer via a virtual sales gallery for site visits, while an aerial shoot helped the customer view the surroundings.
Curtain Raiser
“The Curtain Raiser” was a 2-day event that gave wings to the launch by revealing everything about the product, accompanied with exclusive offers over the weekend.
Goa-themed Channel Partner Meet
The one of its kind Channel Partner Meet had a Goa theme with casino tables in the waiting area, and the entire set-up had a Goa carnival feeling.
The campaign introduced the concept of BRANDED LAND for the first time in Goa by introducing India’s most valued Villa estates. We created value in the product and location by analysing the correct consumer and giving them what they need. From experiential marketing to a takeover of digital media by way of identifying the correct micro market and the correct consumer, along with appropriate media planning and budgeting, the response we got across Digital Platforms was unprecedented.
Xanadu Impact
Since the mall proved to be defunct, we looked for something that had not been explored before and that is we opened Realty for retail investors, and it was a smash hit & mega hit at the same time.
Xanadu Impact
The Verraton’s bungalow development took a back seat due to approvals and a liquidity crunch, which was overcome by repositioning it for the affluent with renowned interior décor and easier buying via pre-EMI possession.
Xanadu Impact
Launched in 2017, the project was experiencing a slow-down in sales cycle, but Ruparel’s ‘Maximum Mumbai’ mission campaign broke the clutter and walked the talk by offering maximum in-city space as it’s USP, which worked wonders among investors and homebuyers.
Xanadu Impact
While the Raunak Group brand has an exceptional track record of impeccable delivery, all we did was tailor the inventory to consumers/investor’s requirements, which over time boosted the Raunak Group to be recognised as Mumbai’s fastest growing Real Estate brand,
Xanadu Impact
Marketing a 100-acre township wasn’t easy but what we knew is, the potential of the aspirational Mumbaikar has no limit, and so we tailored the marketing approach to meet the aspirational Mumbaikar’s vision of luxury and value.
Xanadu Impact
the slow churning development, which stuck to the project to the extent that it became synonymous with the then Adhiraj Samyama. So our rebranding worked towards giving the property a fresh start which coupled with intensive media release and business partner meets worked like a charm.
Xanadu Impact
We leveraged the experience people are missing out in our communication and at our sales experience centre, and the sales took-off.
Xanadu Impact
The villa segment of Real Estate is an aspirational market, and everyone dreams of a better life, which is what we leveraged, and it worked wonders.
Xanadu Impact
The codename-based approach worked well to keep our project in the SPOTLIGHT, focusing on the perfect balance of value and smart home amenities offered.
Xanadu Impact
We marketed this property as being something of great value which is unfairly undervalued, and investors focused on growth came flocking.
Xanadu Impact
With curated amenities not just at the property but all its surrounding, Hadapsar was made a happening location laying the bedrock for the project’s success.
Xanadu Impact
TMGL In May 2022, Xanadu collaborated with a relatively new name in Real Estate – TMGL Living, a new branch of the Tattva-Mittal entity with minimal experience in Real Estate, especially the S&M verticals. The project Skye31 – is a stand-alone tower located in 5-gardens, a plush area between Dadar and Wadala. Business Transformation At...
Xanadu Impact
The 40-acre commercial development needed a facelift, we overcame that by revamping the sales strategy, tackling purchasing challenges & offering better amenities.
Xanadu Impact
Commercial Real Estate struggled with the 12% GST after Covid-19 but we helped sales bounce back by upscaling the products and location rebranding it the Golden mile.
Xanadu Impact
We overcame the negatively perceived location by bringing out its thoughtful planning & development, with crucial amenities that enriched the area, making One Kalyan an uncompromising luxury-cum-value proposition.
Xanadu Impact
Bonito Designs Bonito Designs is a leading interior design firm based in Bengaluru with a legacy of over 10 years of delivering 2500+ outstandingly designed homes. For their Mumbai launch, Xanadu was selected to not only help with their launch but also to double their revenue this year, as compared to last year. Business Transformation...
Xanadu Impact
Not everyone dares to venture into something new, but we believed it would work enough to share in the risks our customers were sceptical of. The assurance we offered our customers through these brand promises paid off with flying colours.
Xanadu Impact
The campaign introduced the concept of BRANDED LAND for the first time in Goa by introducing India’s most valued Villa estates. We created value in the product and location by analysing the correct consumer and giving them what they need.
Xanadu Impact
The campaign introduced the concept of BRANDED LAND for the first time in Goa by introducing India’s most valued Villa estates. We created value in the product and location by analysing the correct consumer and giving them what they need.
Xanadu Impact
The campaign introduced the concept of BRANDED LAND for the first time in Goa by introducing India’s most valued Villa estates. We created value in the product and location by analysing the correct consumer and giving them what they need.
