The Verraton

Thane’s Most Sought-after Development

The Verraton is recognised as Thane’s most sought-after development, with 2-bed luxury homes curated from the connoisseurs of fine living, all curated and designed by world leading design firm Studio HBA, complete with a luxurious club house and an SDR 2% saving for easier ownership.

The Xanadu Impact

Within a short span of time, Xanadu repositioned the project from just another “desirable” project to a promise of a lifestyle corresponding to customers’ aspirations.

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customer visits

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Product in Thane market, was an unheard at the time.

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Sales in just 2 quarters

The Brief

When studying the issue teaches you the solution

With burgeoning projects in the affordable segment, Verraton’s bunglow development took a back seat due to the lack of approvals. There was a serious liquidity crunch.

Our objective therefore was- To create Thane’s most sought-after destination brand with a strong brand promise corresponding to the aspirations of the TG. To target the customers with the right profile and improve customer interaction.

Our Insights

Breaking the clutter by tailoring your product for your customer

The market was and is brimming with housing projects positioned as “desirable”. From customers’ perspective, all the offers looked the same at the surface level. Here, Xanadu leveraged the strengths of the development to establish it as a destination brand for the affluent class. To stand apart from the crowded lists of projects, we carefully designed customer communication to target the right audience.

Xanadu Strategy

Make way for bungalow living

The entire development was re-engineered and positioned from a brand-new perspective. Xanadu created an umbrella destination brand which captures the beauty, ethos of the product and its uniqueness to set atop the Thane market. The brand was re-positioned as Bungalow Living which created an instant connect with the affluent class.

Application Of Strategy

Levering it’s luxury & heritage step by step

The repositioning was simplified via a step-by-step process.

Interior Designer

Brand pre-launch with the sale of exclusive collection of apartments designed by a renowned interior designer
Aggressive Distribution

An aggressive distribution strategy with over 1000 distribution partners across Mumbai
Thane Real Estate

Bungalow Living emerged as the most impactful campaign of Thane Real Estate
Sale by Invitation Only

Narrow sales funnel to generate curiosity: Devised sales strategy with “Sale by Invitation Only” to identify and select the right customers for the development
Showcase Luxury Events

Showcase luxury events: Arranged for heritage walks of the property for each consumer, exclusive tours of the show-residence and industry-first hospitality experience
Developed an impactful campaign

Developed an impactful campaign with a real photo-shoot of the Bungalow Living to capture the imagination of the customers
Created Easy Buying Opportunity

With OC around the corner, the sky-bungalows were offered with an easy buying opportunity of no Pre-EMI till possession via our partnerships with major finance institutions.

Our Impact

Setting the standard with no compromise

The Verraton’s bungalow development took a back seat due to approvals and a liquidity crunch, which was overcome by repositioning it for the affluent with renowned interior décor and easier buying via pre-EMI possession.