Case Study 1
Driven with passion for quality and steered by vision to create world class housing and engineering solutions in India, Saket Group is an ISO 9001:2008 certified real estate team with many pioneering milestones in its basket. They live by the philosophy of redefining living concepts with aesthetically designed homes and innovative ideas and to provide select amenities that stand apart from the usual features.
Having made its mark in Andhra Pradesh, Saket Group approached Oysters Real Assets (ORA) in 2012 to launch its brand in Bangalore. The builder was new to the market and was looking for an expert in the real estate industry to plan and execute the entire launch strategy.
ORA played a key role in the launch of Saket Callipolis, Sarjapur, through our end-to-end solutions package. It all began with an extensive market research exercise, in order to match the market needs with Saket Group’s core strength of ‘Innovative amenities and features’. It was ORA that suggested an open space cycling track for children instead of an aroma garden; something that was very well received by families in the target segment.
Based on the research, we realized there was a huge demand for spacious apartments in Sarjapur and no builder was catering to that requirement. Hence we recommended Saket Group to launch well-planned spacious apartments in a premium locality – keeping affordable luxury as the USP. Saket Callipolis was launched successfully in September 2012 with a creative and honest sales and marketing strategy by ORA. One of the highlights was the ‘specification comparison campaign’ across media.
Case Study 2
Saket Engineers Pvt. Ltd.
Saket was looking to launch Premium Residences of a large size measuring around 2400/2500 sft on Sarjapur Rd.,opp. Wipro Bangalore. The plan conceived was for a large 3 BHK unit which was not in line with the buyer needs of South East Bangalore. More so with a large square footage the ticket price would end up at Rs.1.5-1.6 Cr making it beyond reach for a 3 Bed buyer. This was a serious gap between buyer need in terms of space requirement and budget. There were also other challenges in terms of the layout of the unit & space efficiency. All of these constraints would have made marketing the units a herculean task.
Oysters Real Assets was of the opinion that if a living space is over 2000 to 2200sft. then it had to be planned as a luxurious 3+Study or a 4 BHK apartment as buyers would need,require and demand it. After active consultations and factoring in the structural constraints at site – a spacious, well planned 3 BHK + Study was conceived with spaces like Store room in kitchen, Walk-in Closets for bedrooms and even a Balcony for the bedroom facing the Infinity pool !, which was missed out somehow (do read below for more). In practicality the revised 3+ Study plan would be as good as a 4BHK floor plan. What was achieved was a plan that was in line with the property buyer’s need both in terms of size and budget, thereby avoiding a total mismatch between the product offering and market aspiration.
Why the New floor plan outscores the Original :
- Plain vanilla 3 Bed plan turned to luxurious 3 Bed+Study floor plan making it more in line with market needs
- Foyer introduced to bring in a better entry and feel to the home
- Kitchen and Utility plan is efficient and features a Store room
- Walk-in Closet for Bedrooms which wasn’t planned earlier
- Introduction of a Balcony for the North East Bedroom as it would have a pool view. Definitely a marketing plus point.
- Improved Living and Dining room layout
- Common wash basin area for Dining, would be required for large families or when you host a party
- Furniture layout that makes optimal use of space ( Refer both plans)
- Better Light and Ventilation
Case Study 3
Uniworth Finvest is a budding real estate builder and developer. Based in Bangalore they have launched a project on Mysore road and are already planning their next!
The builder had constructed 25% of the planned luxury row houses, priced between INR 1-1.4 crores on Mysore road. However, sales were not as expected and there was a need for some course correction. ORA was required to suggest a change in strategy without any financial loss to the builder.
We quickly understood that Mysore Road was not ready for luxury 2500 sq. ft. row houses with a price tag of INR 1 crore and above. So we used the same plot of land and converted one 2500 sq. ft. row house into two 2000 sq. ft. villaments. The starting price range was brought down to INR 60lacs to increase demand. We even recommended a section of the land be made into an apartment building for more economies of scale. ORA managed to maintain the original built-up area of the project, with no financial loss to the builder. Today the project is 90% sold out and is nearing completion.
Case Study 4
From a humble beginning in the early 1960?s with activities limited to in and around the periphery of Mumbai city, the Ajmera Group now has a strong presence in and around Mumbai, Pune, Ahmedabad, Surat, Rajkot and Bangalore as well as Bahrain.
The Ajmera Group was looking for a reliable marketing, sales and operations partner to spearhead their first project in Bangalore called Ajmera Green Acres. Oysters Real Assets was selected after careful analysis of its expertise. Our responsibilities included planning, marketing and sales of the project. We were to also handle the sale agreements, payment collections and final registrations.
ORA assisted in planning the size and price of each unit, estimated project cost and sell out target for Ajmera Green Acres. A well thought brand campaign resulted in a remarkable entry for the builder into Bangalore, leading to sales of 200 units in just 15 months!
The success of Ajmera Green Acres project led to ORA gaining the builder’s trust and eventually getting associated with their 1000 unit landmark project in Electronic City called ‘Ajmera Infinity’. This particular project was a poignant phase in ORA’s path towards becoming a full-service consultant. We were actively involved right from the planning stage with Venkataramanan Associates (Architect Firm) to devise the right condo type and size as per the market demand. ORA advised a block of 1100 sq. ft. 2BHK units and a block of 1300 sq. ft. 3 BHK units, against the market standards of 1400 sq. ft. and 1800 sq. ft. respectively. Despite a huge internal debate over this, the chairman of Ajmera group showed great faith in our understanding of the market pulse and intelligence and went with our suggestions.
After a detailed market study on the existing amenities offered by competitors, Ajmera Infinity was planned with a football pitch, which was a unique feature and was very well received. This became the highlight of the project due to its emphasis on community living. With a clear pricing strategy, ORA achieved a 110 unit booking within a month from the launch! It is this fruitful association that led to ORA being associated with Ajmera Groups’s 3rd project called ‘Ajmera Arista’, a luxury apartment project near Banaswadi.
Marketing & Sales
Case Study 1
Founded by Mr. Anil Kumar Reddy in 1990, Keerthi Estates has been delivering endless experiences for many families by providing the luxury yet value for money homes. With a vision to build exquisite, quality assured residences and commercial spaces; Keerthi Estates has constructed over 4 million square feet and enduring to deliver more such re-defined luxury living in India.
Having completed many small projects in Bangalore by 2005, Keerthi Estates aspired to step into the big league. It is with this desire to expand that Oysters Real Assets was brought into the picture. Keerthi had planned a luxury project called “Keerthi Signature” in 2008 which was during a time when the markets were slow.
ORA suggested the client to hold the launch of “Keerthi Signature” in 2008 to avoid the recession period. However, we also advised the builder to initiate the construction of phase 1 to demonstrate the developer’s profile and credibility amidst customers. The strategy worked perfectly, and the project was sold out within 10 months of launch.
With our marketing and sales expertise along with the quality products built by Keerthi Estates, ORA has sold over 1020 units spread across six projects like Keerthi Chalet, Keerthi Signature, Keerthi Gardenia, and Keerthi Royal Palms etc. ORA also plays an active role in their land scouting process for future projects.
Case Study 2
Sterling Developers Private Limited, one of Bangalore’s leading real estate developers, has been changing the landscape of the city since 1983. In the business of making luxury apartments and villas that delight and satisfy its customer in every way, Sterling Developers has built a dedicated reputation for quality.
In 2003, Sterling Developers was faced with a requirement to outsource the marketing and sales of their projects. Oysters Advertising was already handling their communication, so the idea for a real estate marketing and sales company was born. Oysters Real Assets was formed with the exclusive rights to market and sell Sterling projects. It was an experiment and ORA had a lot to prove.
Sterling Gardens was the first project handled by ORA. Our innovative “Early Bird Offer @ INR 1175” campaign was the first of its kind in Bangalore. The campaign received rave reviews from buyers and competitors alike. As a result, Sterling Gardens was sold out within 3 months and the project was delivered on time.
ORA went on to handle many more projects by Sterling Developers. A landmark project was Sterling Terraces, Banshankari. Despite an opportunity to develop a 350 – 400 unit apartment project in the 4 acres of land, we decided to launch 200 units of spacious luxury apartments with the size ranging between 2200 sq. ft. and 3500sq. ft. The insight behind this was to appeal the South Bangaloreans who prefer luxury living and were looking to shift from independent houses to luxury apartments. This shift was primarily due to security concerns and the desire to experience community living.
Sterling Developers and ORA planned these spacious luxury apartments with large terraces and “Aangans”, where no two apartment doors faced each other. The property also had an innovative home theatre concept, yoga and meditation hall facing the swimming pool, thus creating the right ambience for short family gatherings. The success of this project was attributed to the team of expert developers, architectures, civil engineers and marketing & sales consultants.
Anika Properties, Bangalore
Anika Properties was looking to strengthen it’s Brand Image in line with its new vision of developing quality spaces in the residential and commercial sector and sought our expertise to chart this new territory and take the right steps towards it’s goal. After due diligence it was concluded to re-name ‘ Anika Properties ‘ to ‘ Anika Developers ‘ which would have a better recall among the industry peers, associates, customers and the market in general. Do read our detailed Brand document herein.