Other amenities like air-conditioning, modular kitchen, club house, safety and security are regular features.
They spoke about the view from apartment, though it disappears in few years, as another project comes up in the neighborhood and blocks this view, also the access to free sun and fresh air. They advertised about distance from the airport, schools, hospitals and place of work but they grew farther by the time the project got completed and delivered. Actually roads which used to be empty at the time of launch are often busy and with heavy traffic at the time of possession. They spoke about premium offerings of centralized air-conditioning, modular kitchen, power back-up, club house, swimming pool, children’s play area etc., consumers looking for a good/ premium lifestyle, find them to be a common set of offerings.
Market for prized possession or a possession of status
In last 15/16 years, most of the brands played around the idea of the creating “housing and more”, where, the “more” was offering many facilities and amenities in an attempt to package their project as buyer’s prized possession. The objective of the communication was to establish that ownership of a property of their brand was a matter of pride. Pride is a dynamic aspect which offers status, the status of owning a branded property could be seen as enviable possession. The status consciousness is the natural competitive spirit present in most of us, therefore, many real estate brands strategized to position themselves as the creators of a lifestyle not just creators of homes. Their brand communication mostly spoke about investment beyond comparison because they were offering lifestyle, either of standard or premium or luxury status. During this period the packaging of nature was not so much part of brand communication.
Since there were no standard definitions of premium, ultra-premium and lux-living kind of nomenclatures, very few real estate brands have been able to own these standard positions. However, most of them kept changing their positions with changed or re-defined frills (facilities and amenities), with something less or something more.
The market of Ultra-premium but Responsible possession
Time and experience made consumers understand these marketing gimmicks and stopped paying premium for such advertised views and features. However, soon real estate brands realized that the burning question for profitable new launches would be, how to create a new super premium/ ultra-premium housing category for wealthy and elite? This segment of consumers was always ready to upgrade their living standards and invest not only in personal luxury but even more for the vicinity.
The available data clearly establishes that growing population and depletion of natural resources, pollution and changing climate has exposed every one to a risk of pollution. The quality of consumable water quality was handled through bottled water and water purifying devices, but the pollution linked toxic air quality is scaring people with skin and eye ailments, respiratory disorders, fatigue and higher stress affecting the quality of life and longevity. This situation has been more harmful to the health of growing kids and elderly people.
Now rich and wealthy pays for environment
Therefore, the latest quest is for clean environment, green environment and healthy eco-system, which requires foresight, planning and big investment by a developer. There is always a segment of consumers who look for such upgraded housing projects.
We all know that industrialized economies and urban living pollutes nature so heavily that even Earth’s natural recycling processes can’t purify ecosystem back to normal. Which means that people in general, irrespective of status and geographies are facing pollution linked problems. This situation offers an opportunity to big real estate developers to create materialistic life with raw nature, so pure as was created by the universe. There are set of consumers who are ready to invest for such healthy and responsible living.
The wealthy and thoughtful consumers respond to importance of sun light, clean air and pollution free freshness with self-sufficiency of potable water, green energy, uninterrupted power supply and recycling of domestic waste. To avail/ own these, they are always ready to pay more.
Improving the air quality is the latest and biggest problem urban population is facing, which doesn’t discriminate between the rich and the poor, which means air quality in the exterior is extremely difficult to manage since it is the result of urban lifestyle and industrial activities etc., however, developers can set-up projects away from busy city centers/ highways, planting of more trees and carbon consuming plants would create hope. Interiors can have air purifiers for improved and better air quality.
In a package now the ultra-premium or super luxury living is, “a bundle of earth’s natural offerings with cozy material to feel pampered”. This is a living experience dressed with every other utility service along with plenty of sun, open sky, green landscape, pollution free clean air, sustainability of potable water, green energy and recycling of waste.
Those who have large land parcels are now creating super or ultra-premium real estate brands and focusing on developing luxurious large city like projects with schools, hospitals, temples, shopping malls and multiplexes etc.. or proportionately big campuses with opulence of open skyline, beautiful green land scape, water bodies, exclusive structural design, warmth of service, grand reception lobbies, premium clubs, gym, yoga, meditation, spa, entertainment, parties and tastefully curated interiors.
Development has now got a new expression, which is Responsible development, where, natural resources are consumed with responsibility, energy is generated without harming the eco-system and consumable resources and waste are recycled for another use. In a comprehensive way developers, consumers and buyers all have to understand that life will exist only with Panchtatvas. Tatavas means elements, therefore the five elements of life must exist while developing a life-style.