Insignia a thoughtfully designed architectural marvel with an essence of Greek lifestyle in every aspect, right amidst the flourishing neighbourhood of Punawale. From seamless connectivity to uninterrupted views of the vicinity, this project provides the best of comfort & conveniences

Location : Akurdi, PCMC | Configuration :2BHK and 3 BHK | Total Units :216

Challenges

01

High density project

02

Difficult to sell

03

Saturated market

04

Small apartments high inventory 900 units

05

Needed to break the clutter

Target

Achieve 100+ units per month sales velocity

Our Approach
Project planning
  • The main strategy was around pricing and positioning, as it is a saturated market
  • We were at 22 storey tower, others 14-15
  • Our possession date was longer but we created aspirational value for buyer by the design
  • To make the product aspirational we came up with Greek living concept. Additional amenities floor was designed to create high aspirational value.
  • Landscaping was changed with a Greek theme. Arches. Amenities + club house to crease an aspirational positioning.
Go-to-market strategy
  • As this was affordable, cost of booking was to be controlled.
    • Full funnel analytics dashboard was created.
    • Right from cost of reach, CPL, CPQL, Cost per site visit and Cost per booking was created
    • Daily trends were tracked and optimized
  • There was massive reach out to CPs with incentives on visits, spot bookings, multiple product trainings were done, we helped CPs with unique lead generation and CP agg model.
  • With high quality renders and storytelling, the product was taken to market
Results
1300
Site visits in a month
120
Units Sold
4.5%
At a Marketing and sales cost
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