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Castleton Greens

Premium Villa Project Marketing Plan

99 Luxury Villas

Electronic City, Bangalore

CONFIDENTIAL MARKETING PRESENTATION • 2023
2/10

Project Overview

Key Project Details

  • 99 Premium Villas in Castleton Greens
  • Total Inventory: 80 Villas for Sale
  • Average Size: 6,500 sq.ft per Villa
  • Strategic Location: Electronic City
  • Premium Amenities & Modern Design

Sales Distribution Strategy

60
Direct Sales
75% of Inventory
20
Channel Partners
25% of Inventory
Total: 80 Villas
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3/10

Inventory & Pricing Details

Inventory Snapshot

For Sale (80)
Not for Sale (15)
Model Villas (4)

Villa Specifications

Average Villa Size 6,500 sq.ft
Total Units for Sale 80 Villas
Direct Sales Target 60 Villas
Partner Sales Target 20 Villas
Price Range ₹3.2 Cr - ₹4.5 Cr

Premium Features

4 Bedrooms
Private Garden
Smart Home
Double Height
Premium Finishes
Modular Kitchen

Strategic Location

Located just 5 minutes from Electronic City Toll Booth, offering premium living with excellent connectivity to Bangalore's tech hub.

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Castleton Greens Sales Funnel

Strategic marketing plan to achieve 80 villa sales with targeted funnel approach

8,000 LEADS (Required for 1% Conversion) 2,400 QUALIFIED PROSPECTS 800 SITE VISITS 80 VILLAS SOLD (60 Direct + 20 Channel Partners)

Cost Per Lead

₹1,200 per lead

Total Budget: ₹9.6M

Channel Partners

Target: 20 Villa Sales

Special Incentive Program

Villa Details

Average Size: 6,500 sq.ft.

99 Villa Development

Marketing Collateral Requirements

On-site Model Villa Shoot
Direction Boards from E-City
HD Photos - Living Area
HD Photos - Bedroom
HD Photos - Kitchen
HD Photos - Facade & Staircase

Channel Partner Strategy

Strategic approach to partner with real estate agents and brokers to achieve 20 villa sales

Partner Selection

  • Top performing luxury property agents
  • Specialized in high-value residential properties
  • Established network with HNI clients
  • Proven track record in similar projects

Incentive Structure

  • Premium commission of 3-4% on sale value
  • Performance bonuses for multiple sales
  • Early booking rewards and incentives
  • Annual international trip for top performers

Support & Resources

  • Exclusive marketing materials & brochures
  • Virtual reality tours & high quality renders
  • Dedicated relationship manager
  • Priority site visits & exclusive previews

Sales Targets

Channel Partner Sales
20 Villas (25% of Total Inventory)
Direct Sales
60 Villas (75% of Total Inventory)

Timeline Milestones

  • Q1: Partner onboarding & training
  • Q2: 5 villa sales target
  • Q3: 8 villa sales target
  • Q4: 7 villa sales target

Budget Allocation

₹12M Total Budget
Partner Commissions - 65% (₹7.8M)
Partner Events & Relationship - 20% (₹2.4M)
Marketing Materials - 15% (₹1.8M)

Marketing Collaterals

High-quality visual assets to showcase the premium features of Castleton Greens

Professional Photography

High-definition photos capturing the elegance and luxury of Castleton Greens

Living Area

Bedroom

Kitchen

Staircase & Facade

On-site Model Villa Shoot

Professional videography and photography of fully furnished model villa

01:45

Model Villa Walkthrough

4K Quality

Direction Boards

Strategic placement of direction boards from Electronic City Toll Booth

Toll Booth Castleton
Electronic City Route
1

Toll Exit

2

Junction

3

Entrance

Board Size

8' x 12'

Total Boards

12

Illuminated

Marketing Budget & Timeline

Collaterals Budget Breakdown

Professional Photography
₹3,50,000
Model Villa Video Shoot
₹4,20,000
Direction Boards
₹2,30,000
Total Collaterals Budget: ₹10,00,000

Production Timeline

45 Days

CPL Influence

-18% On CPL

Complete Collateral Package Ready in 45 Days

High-quality marketing assets to showcase the premium features of Castleton Greens and drive lead generation

Estimated ROI: 3.8x

Marketing Budget Allocation

Strategic investment plan to achieve 80 villa sales through optimized marketing channels

Total Budget

₹1.2 Crore

Complete marketing campaign budget

Lead Generation

₹96 Lakh

Based on ₹1,200 CPL for 8,000 leads

Channel Partners

₹14 Lakh

Special incentives & partner marketing

Budget Distribution

₹1.2 Crore Total Budget
Digital Marketing (45%)
Channel Partners (12%)
Collaterals (20%)
Traditional Media (15%)
Events (8%)

Detailed Budget Breakdown

Digital Marketing

₹54,00,000 (45%)
Search Engine Marketing ₹16,20,000
Social Media Campaigns ₹21,60,000
Display Advertising ₹10,80,000
Email Marketing ₹5,40,000

Channel Partners

₹14,40,000 (12%)
Partner Incentives ₹7,20,000
Training & Support ₹3,60,000
Partner Events ₹3,60,000

Marketing Collaterals

₹24,00,000 (20%)
Photography & Videography ₹9,60,000
Brochures & Print Material ₹7,20,000
Direction Boards ₹4,80,000
Virtual Tours ₹2,40,000

Traditional Media

₹18,00,000 (15%)
Newspaper Ads ₹7,20,000
OOH (Billboards) ₹9,00,000
Radio Spots ₹1,80,000

Events & PR

₹9,60,000 (8%)
Property Expo Participation ₹4,80,000
Site Launch Event ₹3,00,000
PR Activities ₹1,80,000

Cost Per Lead Analysis

Average Cost Per Lead

₹1,200 Target
Search Engine Marketing ₹950/lead
Social Media Campaigns ₹1,080/lead
Display Advertising ₹1,350/lead
Partner Referrals ₹1,500/lead
Property Portals ₹900/lead

Marketing ROI Forecast

Average Villa Value ₹3.5 Crore
Total Sales Value (80 units) ₹280 Crore
Marketing Budget ₹1.2 Crore
Marketing Cost / Sales Value 0.43%

Quarterly Performance Targets

Q1
15 Villa Sales ₹40 Lakh Investment
Q2
25 Villa Sales ₹30 Lakh Investment
Q3
25 Villa Sales ₹25 Lakh Investment
Q4
15 Villa Sales ₹25 Lakh Investment

Marketing Timeline

Strategic phased approach to achieve 80 villa sales over 12 months

1

Phase 1: Pre-Launch

Months 1-3

Marketing Metrics

Budget Allocation ₹40 Lakh
Lead Target 800 leads
Site Visits Goal 100
Bookings Target 10 villas

Key Activities

  • Develop marketing collaterals
  • Photography & videography
  • Channel partner onboarding
  • Project website development
2

Phase 2: Launch Campaign

Months 4-6

Key Activities

  • Launch event
  • Digital marketing campaigns
  • Electronic City direction boards
  • Newspaper & OOH advertising
  • Channel partner incentives

Marketing Metrics

Budget Allocation ₹30 Lakh
Lead Target 2,500 leads
Site Visits Goal 250
Bookings Target 25 villas
3

Phase 3: Sustain & Scale

Months 7-9

Marketing Metrics

Budget Allocation ₹25 Lakh
Lead Target 2,500 leads
Site Visits Goal 250
Bookings Target 25 villas

Key Activities

  • Optimize top-performing channels
  • Property expo participation
  • Referral program launch
  • Channel partner competition
4

Phase 4: Final Push

Months 10-12

Key Activities

  • Limited-time offers
  • Show villa experience events
  • Final channel partner push
  • Re-engagement campaigns

Marketing Metrics

Budget Allocation ₹25 Lakh
Lead Target 2,200 leads
Site Visits Goal 200
Bookings Target 20 villas

Marketing Plan Summary

Total Budget

₹1.2 Crore

Total Leads

8,000

Site Visits

800

Villa Sales

80

Castleton Greens Marketing Plan

Strategic approach to achieve 80 villa sales through targeted marketing initiatives

1% Conversion Strategy

8,000 qualified leads required to achieve 80 villa sales with a 1% conversion rate.

₹1.2 Crore Budget

Strategic investment in digital, traditional, and channel partner marketing initiatives.

Channel Partner Network

Target 20 villa sales (25% of inventory) through strategic channel partnerships.

Marketing Plan Summary

Key Performance Metrics

Total Inventory 99 Villas (80 for Sale)
Average Villa Size 6,500 sq.ft.
Lead Generation Target 8,000 Leads
Cost Per Lead (CPL) ₹1,200
Conversion Rate 1%
Marketing Budget ₹1.2 Crore
Sales Distribution
Direct Sales
60 Villas (75%)
Channel Partners
20 Villas (25%)

Marketing Strategy Highlights

Budget Allocation
  • Digital Marketing
    45%
  • Marketing Collaterals
    20%
  • Traditional Media
    15%
  • Channel Partners
    12%
  • Events & PR
    8%
Marketing Collaterals
  • Professional photography of living areas, bedrooms, kitchen, staircase and facade
  • On-site shoot of model villa for virtual tours and promotional videos
  • Strategic direction boards from Electronic City Toll Booth to the property

Ready to Launch

The comprehensive marketing plan is designed to achieve all 80 villa sales within 12 months through a strategic, phased approach targeting qualified prospects.

Launch Date: August 2023
Projected Completion: July 2024