At 57 Midtown, you don’t just get a home; you get a lifestyle that everyone seeks. From ease of commute to joys of recreation, life here is complete and fulfilling. Be it nightlife, fine-dine, shopping, entertainment, or work, you will be living the envied lifestyle like none another at 57 Midtown.

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

Challenges

01

Designing an inventory that looked premium
in an otherwise mid-segment market

02

Limited supply of large carpet area

03

Give good experience and innovative theme to the luxury buyers

Our Approach

Project & Pricing Strategy

  • Positioned the whole product around downtown living, fashion, retail, most happening place to live in as there’s phoenix next to it
  • Product: 3 & 4 BHK from 1.15cr–1.7Cr
  • Market average PSF rate of INR 6,300, but based on right product planning we could charge a premium with PSF rate INR 6,700
  • Custom 2 towers. Building and façade was designed carefully to keep lesser density, came up with a concept of curve from the corner.
  • Architecure was done accordingly and make it stand out
Go-to-market strategy
  • Campaign was around living in an iconic tower, We gave a “Downtown” feel to project and name “57 Midtown”
  • An eye-catching campaign was designed.
  • With this, even without sample being ready, we could sell 90 units out of 105.
  • The “CURVE” aspect of building was highlighted in the communication, creatives as well in a creative way.
  • The site experience was built with curves and arches which made visitors spend more time and engaged more

Results

90
Units sold in a month
100
INR Cr. Revenue generated
3.7%
At Marketing and sales cost
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