A great source for real estate information: Altis Properties' Blog
Our blog with comprehensive information and guidance throughout the home buying process has been well received by home buyers from all walks of life. With reliable guidance and accurate information, you can make informed decisions and find the ideal home that fits your requirements and budget.
How to Sell at ₹5,500/sqft When the Builder Next Door Is Also at ₹5,500/sqft
Price is never the real problem. It only feels like it. When every builder in the same micro market lands at ₹5,500/sqft, it isn’t a coincidence. Land cost is fixed. Construction cost is fixed. Permissions, approvals, material inflation, labour, financing, architecture, structure, MEP, and statutory charges all fall in the same band. The established builder didn’t win a secret discount. They just bought in the same market. The economics force everyone into the same baseline. At best, there’s ₹200 to ₹300 per sqft of wiggle room before you start shaving off margins that fund the project itself. This is why lowering prices is not a strategy. It is a short-term painkiller that leads to a long-term headache. Matching price without a unique angle is even worse because it leaves the buyer with no reason to pick you over the neighbour. Below is what actually moves the needle.
When Price Is the Same, Buyers Shift Their Criteria
When two builders sit at the same price, half the market stops comparing prices altogether. That part of the audience starts looking for something else. Their decision becomes emotional, functional, and trust-based. Most builders miss this completely.
The Silent Barrier: Buyers Don’t Want to Be Sold to
Six out of ten buyers feel like the builder wasn’t listening. They felt pushed. They felt pitched to. They felt unheard. But here’s the twist. The buyers who walked away feeling understood ended up more satisfied after they moved into their homes. Not because the homes were cheaper. Because the experience felt human. The established builder automatically attracts the “track record” buyer. The buyer who looks at past deliveries, possession timelines, and previous phases. That group already has its favourite. Your buyer sits elsewhere.
Meet the Buyer Who Wants to Feel Understood
This buyer is not chasing the biggest name. They are chasing clarity. They want a team that actually hears them, not one that rattles off rehearsed lines. A team that explains choices. A team that is transparent about trade-offs. A team that shares vendor details, shows timelines, and doesn’t hide behind jargon. This buyer wants fresh thinking, not a copy of next door. And that’s your space.
Positioning Is the Only Real Lever You Control
Builders often confuse positioning with branding. Positioning is not a tagline. It is the reason a buyer picks you. Maybe your strength is design. Not design language, but design logic. Showing how a layout saves 20 minutes of a morning routine. Showing how wind flow shifts the temperature of a room. Showing why the placement of a switch makes a day smoother. Maybe your strength is transparency. Maybe it’s communication. Maybe it’s your vendor ecosystem. Maybe it’s the way your team speaks about the home instead of the inventory. Whatever it is, you only need one thing. And you need to build your entire narrative around it.