How to make of­fers work dur­ing the fes­tive sea­son

HT Estates - - Front Page -

Mar­ket­ing strate­gies are based on a deep un­der­stand­ing of tar­get clients Of­ten free­bies have no log­i­cal con­nec­tion to the ac­tual con­sid­er­a­tions prop­erty buy­ers would have A plush for­eign car val­i­dates the fact that the own­ers have fi­nally ‘ar­rived’ – a mes­sage which the buyer of a luxury home also wishes to con­vey Gold is a highly ac­cepted and cov­eted as­set of ap­pre­ci­a­tion that ap­peals di­rectly to the In­dian senses For­eign travel still main­tains suf­fi­cient glam­our to at­tract at­ten­tion as a value-added of­fer­ing pack­aged into a prop­erty deal Buy­ers who are on the mar­ket for homes that cost any­where be­tween R35 lakh and R75 lakh, have an ea­gle eye on the fi­nal bot­tom line and have been primed for a pos­si­ble re­duc­tion in prices A hi-fi sound sys­tem or a mi­crowave oven as an in­duce­ment to buy a 2BHK in the sub­urbs of Mum­bai is un­likely to work for a bud­get-con­scious buyer who is more con­cerned about the im­pact his EMIs will have on the fam­ily bud­get Free­bies only work in the mid-in­come hous­ing seg­ment if they ac­tu­ally add value to the prop­erty or lighten the fi­nan­cial bur­den on the buyer in some way Of­fer­ing life­style-ori­ented free­bies is of­ten quite ef­fec­tive when it comes to high-end pre­mium homes


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