Beyond bricks and returns: Earning HNI trust in luxury real estate marketing

India’s luxury housing market is experiencing an unprecedented boom. According to a JLL report, India's luxury real estate market witnessed high growth in 2024. Sales across seven major cities reached 19,700 sold units, demonstrating a 53% rise compared to 12,895 units in 2023.

The increasing number of high-net-worth individuals (individuals with over Rs 5 crores in liquid assets) and ultra-high-net-worth individuals (individuals with over Rs 25 crores in liquid assets) is a significant driver of the luxury housing boom in the country. If current trends continue, India's luxury residential real estate market is expected to reach $124.20 billion by 2030 from this year’s estimated level of $46.31 billion, growing at a compound annual growth rate (CAGR) of 21.81%, as per a JLL report.

As India’s financial capital and home to a substantial number of HNIs, Mumbai stands out in the demand for luxury housing. During the first nine months of 2024, the city experienced an 18% year-on-year increase in luxury property sales.

Premium localities in cities like Delhi and Mumbai with limited land availability make luxury real estate highly desirable. Proximity to commercial hubs, high-profile neighbourhoods, and access to exclusive amenities make these urban hotspots attractive to buyers.

Ashwin Anand, head of marketing, Tribeca Developers

A consumer urge

Exclusivity, world-class amenities, and a consumer urge to be in a community of like-minded individuals with similar income levels and tastes are seen as the key luxury real estate growth drivers. The buyers in this segment are those who have worked hard to build their success, and their home is an extension of that journey. For them, home is not just a place to live; it displays their achievements, tastes, and standing.

The target consumers, the HNIs and UHNIs, are not just buying homes; they are making a statement by investing in a lifestyle and experience. In addition to the future appreciation value, these buyers seek exclusivity, prestige, and a seamless blend of comfort and sophistication.

According to Ashwin Anand, head of marketing, Tribeca Developers, at the top end, luxury developments are not defined by only their design or amenities but also by the people who live there. “The right address places you in a community of successful individuals—entrepreneurs, professionals, and business leaders who share similar values and ambitions,” he said.

Buyers seek international standards in technology, sustainability, and design while appreciating locally inspired craftsmanship and cultural relevance. Depending on their preference, these individuals invest in ultra-premium properties including high-rise luxury apartments, gated community villas, bungalows, or branded residences factoring in crucial aspects like rarity and return on investment.

“Luxury today is not just about opulence; it is about effortless living, where every aspect of a resident’s lifestyle is anticipated and catered to,” explained Sandeep Ahuja, global CEO of Atmosphere Living. To meet these needs, real estate brands try to balance global luxury trends with Indian elements.

Targeted marketing

For real estate brands, this consumer need presents both—an opportunity and a challenge. How does a brand position its offerings as luxury properties and not just real estate? How does it craft a marketing strategy that targets only the ultra-elite, ensuring that every touchpoint—from branding to customer engagement—feels bespoke?

Sandeep Ahuja, global CEO, Atmosphere Living 

The answer lies in a carefully curated mix of personalisation, storytelling, and experiential marketing. High-end developers are now moving beyond traditional advertising, leveraging invitation-only events, ultra-personalised digital campaigns, and collaborations with luxury brands to create an aura of exclusivity. Whether it is a private wine-and-cheese evening for select buyers or a concierge service that offers curated property tours, marketing in this segment is about fostering aspirations and making emotional connections.

Marketing experts suggest that luxury buyers are hardly influenced by mass advertising or social media ads compared to mid-segment buyers. Their purchasing decisions mainly rely on reputation, referrals, and strategic content placement.

Storytelling is essential in luxury real estate marketing as it helps developers establish an emotional connection with buyers. Beyond heritage and location, narratives now focus on innovation, cutting-edge amenities, and curated lifestyle experiences.

Focusing on highly targeted and direct digital engagement through bespoke experiences helps brands reach specific target audiences. Dr Rakesh Setia, president of sales, marketing, and CRM at Rustomjee Group, emphasised the importance of creating immersive experiences for potential buyers. This includes providing walkthroughs to help buyers experience the property they intend to buy—inside out.

Moreover, rather than hosting generic events, brands in this segment organise personalised experiential gatherings where attendees can directly interact with industry experts—such as top architects, interior designers, and fellow homeowners to better understand the community they are considering to join. Rather than simply selling a product, the focus is on establishing an emotional connection. All this is in addition to leveraging platforms like LinkedIn, exclusive real estate publications, and high-end lifestyle blogs to spread the marketing message.

Brand partnerships

To evoke a sense of exclusivity, luxury housing brands are increasingly collaborating with various premium brands to offer a seamless and all-encompassing living experience to their buyers. Smart home technologies, globally accepted sustainable living practices, and premium amenities have a universal appeal in this consumer segment.

Dr Rakesh Setia, president of sales, marketing, and CRM, Rustomjee Group 

Brands, therefore, enter exclusive international partnerships with luxury interior designers, global hospitality chains, and premium lifestyle brands. These partnerships ensure that every aspect of a resident’s lifestyle is curated and catered to.

From personalised concierge services to world-class amenities, these collaborations ensure that buyers get unparalleled convenience and exclusivity, making luxury living effortless and fully serviced. At the same time, integrating locally inspired designs and craftsmanship add a unique, relatable touch. Striking a balance between the two ensures the properties resonate with both, global sensibilities and local preferences.

Importance of word-of-mouth

In addition to various marketing strategies, word-of-mouth remains one of the most powerful tools in luxury real estate sales. According to Rustomjee Group’s Dr Setia, many high-end buyers approach his organisation through referrals from existing homeowners, private banking relationships, and exclusive industry networks.

HNIs tend to rely on trusted and credible opinions when making purchase decisions. Their inner circles, whether consisting of business networks, family, or financial advisors, play a crucial role in shaping these choices. Unlike mass-market buyers, who may be swayed by broad advertising campaigns, luxury homebuyers place a greater emphasis on personal recommendations and firsthand experiences.

As a result, brands do not focus on hard selling but on building long-term relationships with these buyers. By delivering exceptional post-purchase experiences, maintaining high service standards, and curating exclusive events, they create a community that homeowners take pride in being part of.