A novel tendency in the realty market has been the substitution of the HNI’s preference from select ‘pin codes’ to branded residences. Builders are developing state of the art designs which have new accoutrements and serve to substitute the inclination to posh areas of the ultra rich. Neptune Developers believe that swinging this interest from premium locations to branded residences is no cakewalk as this preference for specific ‘pin codes’ is not easy to fade. The success in swaying the rich class’s interest has varied in tandem with the amenities being offered. Talking about metro cities, demand continues to be robust for bonafide locations but newly tailored apartments are also receiving a fair share of attention. In Delhi, HNIs preference is majorly inflexible and is centered at or around South Delhi. Neptune Developers has also felt that Golf Links, Shantiniketan and Vasant Vihar are the most sought-after locations. In Mumbai, a shift in preferences is more visible than Delhi, believes Neptune group. Other than Malabar Hill and Nepean Sea Road, HNIs are now moving towards newer options like Worli, Bandra-BKC and Mahalaxmi. Neptune Group believes that in Bangalore, the work by developers like Total Environment and Chaitanya has been commendable. The HNIs of the city now prefer luxury projects which have been recently built by these developers. They have turned Whitefield into a posh and sought-after address. The key features which HNIs look for in any piece of property need to be listed down. The ultra-rich class looks for certain parameters which need to be met in order to move from their preference of posh pin codes. The profile of the fellow residents is an important factor to gravitate HNIs to your properties. A resident profile which includes tycoons, celebrities and CEOs is preferred. Another significant aspect is a low density as HNIs do not prefer overly crowded locations. View and privacy also further the preferability of your property. A well-connected apartment is also a must, particularly connecting to the city’s nerve centre. And an overall authentically luxurious experience is also a mandate because the HNIs scrutinize luxury very closely.