Ultra-luxury housing in India sees shift to ultra-customised marketing

With the rise of ultra-luxury housing in India comes ultra-customised marketing. Developers selling high-end homes, priced above Rs 20 crore, are moving away from traditional marketing for these homes to newer methods, such as painstaking profiling of customers before showing them the property, augmented reality for visualisation of interior decor, virtual tours, and closed-door international shows.

There is also marketing through online ads, social media influencers, and exclusive memberships.

Prestige Group, a leading real estate developer, is targeting ultra-luxury buyers using the "by appointment" method.

"There is profiling of a client done before showcasing an entire product to them. It's