The real estate industry has witnessed a transformation in recent times owing to shifting customer preferences, technological advancements and an increased emphasis on wellness and sustainability. The way that premium properties, too, are marketed and sold have changed. Sarina Menezes, Vice President of Marketing and Communications at Oberoi Realty, tells us how the brand has embraced these changes, redefining the homebuying experience with an innovative and customer-centric approach.
The concept of luxury living has evolved significantly, driven by changing lifestyle aspirations and a focus on well-being. “Today’s homebuyers demand more than just a residence—they are seeking an ecosystem that enhances their quality of life through luxury, flexibility and holistic living.”
One of the most notable shifts in consumer behaviour is the demand for expansive, multifunctional homes that cater to work, leisure and wellness. With the rise of hybrid work models, buyers now prioritise homes that offer dedicated spaces for remote working, fitness and relaxation. Furthermore, sustainability has become a key consideration, with buyers actively seeking environmentally responsible developments featuring green building certifications, energy-efficient designs and superior air quality.
Oberoi Realty has recognised these evolving needs and integrated them into its developments. “We create thoughtfully designed, future-ready spaces that align with our customers’ aspirations, offering not just homes but an exceptional lifestyle.” This commitment to innovation ensures that every project reflects contemporary luxury while maintaining a strong focus on sustainability and well-being.
Menezes believes that Oberoi Realty has consistently set benchmarks in luxury real estate by adhering to a meticulous design philosophy. Projects are crafted to uphold the brand’s legacy of innovation, aesthetics and quality. “Design and architecture are core aspects of our philosophy. We collaborate with renowned architects to create spaces that combine aesthetic excellence with functionality.”
A blend of timeless design and contemporary elements that enhance the living experience are a mainstay. Additionally, the company follows a customer-centric approach, anticipating the needs of modern homeowners. Strategic locations, eco-conscious practices and a curated lifestyle ecosystem further enhance the brand’s commitment to excellence.
Marketing Luxury
Marketing luxury real estate requires a distinct and refined approach tailored to an exclusive clientele. Oberoi Realty’s marketing strategy is deeply relational and experiential, ensuring that it resonates with high-net-worth individuals (HNIs) and ultra-high-net-worth individuals (Ultra-HNIs). “With a strong base of loyal patrons, we focus on fostering lasting relationships while curating immersive experiences that resonate with discerning homebuyers.”
The company employs a balanced marketing mix that seamlessly blends traditional and digital channels. For instance, while launching projects like Forestville and Oberoi Garden City in Thane, Oberoi Realty prioritised brand storytelling through high-impact social media campaigns and traditional advertising. “By letting powerful visuals do the talking, we created a more immersive and aspirational experience for potential customers.”
One of the most impactful components of Oberoi Realty’s marketing strategy is its Customer Experience Centre, where buyers can step into a fully designed show apartment. This immersive approach allows potential buyers to experience the ambience, layout and design of their future homes, strengthening trust in the brand’s promise and enhancing decision-making.
The customer journey in luxury real estate extends beyond the initial purchase decision. Recognising this, the company has developed a comprehensive engagement strategy that ensures an exceptional experience from awareness to post-purchase services. “We pioneered Customer Experience Centers, thereby transforming the way customers interact with real estate, offering them an immersive journey that brings our vision to life.”
In addition to the Customer Experience Centre, the Design Studio at Goregaon provides customers with a deeper understanding of the brand’s commitment to luxury and sustainability. From the moment a customer engages with the brand, they are guided through a seamless experience that includes personalised assistance, detailed walkthroughs and a well-structured sales process.
Beyond the purchase, the company ensures seamless handovers, dedicated customer service and support. This human-centric approach strengthens long-term relationships and reinforces the trust in the brand.
Attracting HNIs
Marketing luxury real estate is a nuanced process that requires an understanding of an exclusive and highly selective clientele, Menezes explains. Standard marketing methods often don’t resonate with this audience, so personalised engagement, curated experiences and storytelling are key to attracting high-net-worth buyers.
Modern luxury homebuyers seek more than just opulence—they prioritise sustainability, smart technology and wellness-focused living. The demand for customisation is growing, with buyers expecting tailored interiors, exclusive amenities and premium services. As a result, developers must effectively communicate the exclusivity, craftsmanship, and long-term value of their offerings to justify premium pricing.
As the luxury real estate sector continues to evolve, Oberoi Realty’s focus on creating future-ready, ultra-luxurious homes that transcend expectations has set a benchmark in premium real estate. “Our vision is clear: create ultra-luxurious, future-ready homes that transcend expectations and define next-generation living.” By embracing sustainability, technology and customer experience, Oberoi Realty is adapting to change and leading the way in redefining luxury living.
