With the realty sector facing difficult times, builders are now coming out with unique ways to get the attention and woo the investors. Today, everything is about being in the limelight, that is half the battle won and that is precisely what these companies are now doing.
Unique Builders launched a condominium development near Jaipur, 3,510 Hindu priests performed traditional rituals and prayed for divine blessings. The number of priests equalled the number of condos on offer at the development. Did this trick work? The project made up 63% of total residential sales last year in a softening Jaipur real estate market.
Mumbai-based Lodha Group hired an event management company to think up a different on-site experience for potential buyers to sell its luxury villas in Lonavala, a hill station near Mumbai. Buyers are picked up in a luxury car, given their favourite magazine and offered a beverage to sip through the journey to the site, which is then followed up by a personalized trip around the site. Even a photograph of the visitor on the site is clicked and then framed and sent to the potential buyer as a memento. Unitech Ltd staged special events—a horse race in Delhi and a polo match in Mumbai —to attract buyers when it launched two new towers in its super luxury residential project Unitech Grande in Noida.
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