STP Segmentation

1. Demographics: High-income individuals, typically aged 35-55, often professionals or entrepreneurs, residing in affluent areas of Mumbai.
2. Customer Needs: They seek exclusive, high-end properties that offer prestige and potential for high returns on investment. They require personalized services, including tailored investment strategies and market insights.
3. Purchasing Behavior: This segment tends to make decisions based on extensive research and recommendations. They prefer a hands-on approach and often engage in consultations before making a purchase.

1. Demographics: Lower-income individuals, generally aged 25-40, working in various sectors such as IT, finance, and media, living in urban areas of Mumbai.
2. Customer Needs: They are interested in affordable investment opportunities and require education on real estate investments. They need guidance on how to navigate the property market and maximize their limited budgets.
3. Purchasing Behavior: This segment is more price-sensitive and often relies on online research and peer recommendations. They may take longer to make decisions, focusing on value for money.

1. Demographics: Individuals aged 30-45, typically dual-income households with moderate incomes, looking to purchase their first home in Mumbai.
2. Customer Needs: They seek guidance on financing options, property locations, and market conditions. They need reassurance and support throughout the buying process.
3. Purchasing Behavior: This segment tends to be cautious and detail-oriented, often attending workshops and seeking expert advice before making a decision.

1. Demographics: Individuals aged 40-60, typically with a moderate to high income, experienced in investing and looking to expand their real estate portfolios in Mumbai.
2. Customer Needs: They require in-depth market analysis and investment strategies to maximize returns. They value detailed reports and expert consultancy services.
3. Purchasing Behavior: This segment often makes decisions based on data and analytical insights, preferring to work with trusted advisors and established firms.

1. Demographics: Individuals aged 60 and above, typically with substantial savings, looking to invest in properties to secure their retirement income.
2. Customer Needs: They seek low-maintenance properties that provide stable rental income. They require clear guidance on property management and investment returns.
3. Purchasing Behavior: This segment tends to be deliberate in their decision-making, often consulting family members and financial advisors before committing to an investment.

1. Luxury Property Investors
2. Urban Professionals

We have chosen to target Luxury Property Investors and Urban Professionals due to their distinct needs and potential for growth in the Mumbai real estate market. Luxury Property Investors represent a lucrative segment, seeking high-end properties and personalized services, while Urban Professionals offer an opportunity for education and entry-level investments. By catering to both high-income and low-income segments, we can diversify our offerings and establish a strong presence in the market.

Positioning

We will position ConsulTerra as the premier real estate consultancy in Mumbai, specializing in both luxury and accessible property investment opportunities. For Luxury Property Investors, we will emphasize our curated selection of exclusive listings, personalized investment strategies, and expert market analysis reports. For Urban Professionals, we will focus on our educational workshops and tailored consultancy services, ensuring they feel empowered to make informed investment decisions. Our positioning will reflect the income levels of our targeted segments, showcasing our expertise in high-end real estate while remaining approachable and supportive for those entering the market for the first time.