Project overview
Affordable, Aspirational, Unstoppable: Suvaas’ 3-Month Real Estate Breakthrough
The challenges we took upon:
- Financial Barriers: First-time buyers faced difficulty with upfront payments and limited financing options.
- Lack of Trust: Buyers were skeptical of developers due to past experiences, making transparency and credibility major concerns.
- Crowded Market: The mid-segment housing space in 2017 was highly competitive and fragmented, with little product differentiation.
- Poor Design Standards: Most offerings lacked thoughtful layouts and essential amenities, leaving functional needs unmet.
- Marketing Challenge: Traditional marketing tactics weren’t resonating with this segment—there was a need for innovation and empathy-driven storytelling.
How Nine Degree addressed it
1. Brand Conceptualization
The name “Suvaas” (symbolizing auspiciousness and positivity) was chosen to resonate emotionally with the target audience. The brand philosophy promoted -
“Ek Immandar Ghar ki Soch”
An idea of an honest home that emphasized transparency, honesty, and commitment to creating homes that met the aspirations of mid-segment buyers.
2. Comprehensive Ecosystem Development
Suvaas went beyond conventional real estate marketing by creating an ecosystem that resonated with mid-segment buyers:
- Brand Touchpoints: Branded essential items like water bottles and salt, distributed widely, to create consistent engagement and familiarity with the Suvaas brand at grassroots levels.
- Community-Centric Approach: Positioned Suvaas as a trustworthy name by embedding it in everyday life, fostering deeper connections with the audience.
- Sales Infrastructure: Set up a robust CRM system, recruited a specialized sales team, and developed customer-friendly processes for site visits and inquiries.
3. Focused Digital Marketing
- Functional Design: Designed 234 units across three blocks with compact yet functional 2BHK (760 sq. ft.) and 3BHK (1,000 sq. ft.) layouts that adhered to Vastu principles and maximized usability.
- Move-In Ready Homes: Delivered homes fully fitted with essential fixtures like fans, lights, and exhaust systems, ensuring buyers faced no additional setup costs.
- Sample Flats: Developed aspirational sample flats to help buyers visualize their future homes.
4. Marketing and Campaign Execution
- Customer-Centric Campaigns: Launched the "Ghar Ka Trial" (Home trail) campaign, offering prospective buyers the chance to experience the project before committing, similar to a car trial.
- Record-Breaking Engagement: Ran an Expression of Interest (EOI) campaign that generated 8,000+ inquiries in a single day, causing an IVR system crash.
- Social Media Integration: Pioneered social media marketing in the segment, boosting targeted posts to drive engagement and inquiries.
5. Financial Accessibility
- Introduced a subvention scheme that allowed buyers to start paying EMIs only after taking possession of their homes, reducing financial strain
Impact
- Rapid Sales Success: 76 units sold within the first three months of the project’s launch.
- Unprecedented Engagement: Received over 8,000 inquiries in a single day, setting a record for the segment.
- Functional Design: Ensured all homes were fully fitted with essential amenities (fans, lights, exhausts) and ready for immediate occupancy, boosting buyer satisfaction.
- Brand Ecosystem Success: Distributed branded water bottles and salt packages, creating a unique and memorable brand association for buyers.
- Innovative Campaign Reach: The “Ghar Ka Trial” campaign drove high footfall, leading to increased conversions and positive customer feedback.
