A corporate campaign developed for Heera Builders.
The insight here was a strange trend seen in the real estate market in Kerala. Too often, apartment buildings which had sold out every single unit, only had about 20% occupancy. The rest of the units were either bought as investments and left unoccupied, or given out on rent.
If you invest in a flat, purely for the purpose of reselling when the market is in your favor or to rent out, you are not overly concerned with the details and quality... especially when compared to buying a flat to live in yourself.
Heera in fact had a very high percentage of owner occupants in all their projects.
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