Reinventing Real Estate: Smart Strategies for Balancing Luxury & Affordability

With 29 years of real estate expertise, Shveta identifies growth areas and crafts expansion models to optimize residential services nationwide. Formerly leading Cushman & Wakefield’s Indian residential business, she established key processes, closed major transactions, and built corporate relationships. Today, she elevates service delivery across India.

In a thought-provoking interaction with Global Woman Leader Magazine, Shveta shares her insights on the evolving Indian real estate market, highlighting the balance between luxury and affordable housing, the role of technology, and strategies for enhancing service delivery and restructuring residential business lines for future growth.

How do you foresee the demand for luxury vs. affordable housing evolving in the next few years? What strategies should industry leaders adopt to balance these two extremes effectively?
As the Indian real estate market undergoes rapid transformation, the demand for both luxury and affordable housing will likely continue to grow, albeit in response to distinct economic and demographic drivers. While luxury housing will see consistent demand driven by high-net-worth individuals (HNIs) and non-resident Indians (NRIs), affordable housing will grow as government initiatives and urban migration increase. Industry leaders must adopt a hybrid strategy that caters to both ends of the spectrum. By offering differentiated value propositions—luxury through exclusivity and personalization, affordable housing through efficiency and sustainability, companies can balance the demands effectively. Investment in innovation, flexible pricing models, and sustainable design will be crucial to addressing the varied needs of these market segments.

How should real estate companies reimaging service delivery models to cater to HNIs while scaling for a broader clientele? How can operations be streamlined without diluting the customer’s experience?
To address the increasingly sophisticated expectations of high-net-worth individuals (HNIs), real estate companies must adopt a dual-strategy approach—delivering exclusivity and personalization for HNIs while building efficient, technology-enhanced systems for a larger client base.
Customization, bespoke property portfolios, and concierge services will appeal to HNIs, while digitization and automation can optimize operations for mass clientele. Implementing AI-driven property recommendations, virtual tours, and data-backed market insights will streamline the customer journey. Integrating these solutions allows companies to scale effectively, enhancing operational efficiency while keeping the client experience personalized and premium. This balance ensures real estate firms remain agile, adaptive, and capable of meeting the needs of diverse client segments, fostering loyalty and satisfaction across their portfolio.

What factors should industry leaders prioritize when identifying key growth areas? How can companies mitigate risks while capitalizing on emerging opportunities?
In today’s fast-evolving regulatory and economic landscape, industry leaders should prioritize adaptability, market intelligence, and proactive risk management to identify and pursue growth areas for expansion. Prioritizing growth areas with favorable policy frameworks, such as urban housing or co-living spaces, can offer significant opportunities. Leaders should also look to underdeveloped markets, which hold potential due to lower competition and rising demand. However, mitigating risks involves thorough due diligence, understanding regulatory changes, and adopting flexible business models that can adjust to economic shifts. Strategic partnerships, diversifying portfolios, and investing in digital tools for market analysis can help companies balance risk and reward while exploring growth in emerging markets.

How can real estate companies leverage digital tools and data analytics to enhance customer satisfaction and operational efficiency? Which tech trends should industry leaders focus on?
The integration of digital tools and data analytics is transforming the real estate sector, benefitting companies with enhanced efficiency and improved customer experiences. By leveraging big data, AI, and machine learning, companies can offer personalized property recommendations, automate processes, and optimize decision-making. Digital tools such as virtual tours, CRM platforms, and AI-based chatbots help streamline the customer journey, offering convenience and transparency. Looking ahead, industry leaders should pay close attention to trends like blockchain for secure, transparent transactions; IoT for smart home integrations that elevate user experience; and advanced analytics that decode customer behavior patterns. Staying competitive will require constant innovation and adopting the latest technologies to enhance both operational efficiency and client satisfaction.

How can real estate leaders ensure their businesses remain resilient and agile in the face of unforeseen disruptions? What lessons from recent events can help prepare the industry for future challenges?
The pandemic and recent global challenges have highlighted a critical need for resilience and adaptability in the real estate sector. To remain resilient, real estate leaders must focus on diversifying their portfolio, embracing technology, and investing in sustainable practices. Flexibility in pricing models, offerings like hybrid workspaces, and residential formats that cater to remote work preferences will help companies adapt to changing demand patterns. Leaders must also build financial resilience by maintaining liquidity and investing in future-proof technologies. These lessons reinforce the importance of customer-centric strategies and a proactive approach to risk management, ensuring the industry remains robust and prepared for any economic, regulatory, or societal shifts on the horizon.

 What key factors can redefine and future-proof residential service offerings? How can this restructuring be leveraged to increase customer satisfaction and market share?
To future-proof residential service offerings, companies must focus on flexibility, customer-centricity, and sustainability. Key factors include understanding evolving client needs, particularly in areas like smart living, wellness, and sustainability. Digital integration- such as AI-based property management and personalized services —will be essential. By incorporating technology, companies can create seamless customer experiences, while flexible pricing models and adaptable living spaces cater to changing lifestyles. Restructuring can also help boost market share by offering niche services like wellness-oriented living, focus on community, addressing emerging trends. Companies that innovate and prioritize customer satisfaction in this evolving sector will gain a competitive edge.