The real estate sector in the UAE is one of the fastest growing sectors on a global scale and one of the largest contributors to the country’s GDP after oil. Driven by big projects and big developers, Dubai has long been the preferred destination for real estate investors. So, when ARADA wanted to launch their project, we were faced with two main challenges: Location (it was in Sharjah, a city near Dubai) and competition.
We identified that the competition’s communication was focusing on the glamourous and luxurious aspects of their projects. However, Sharjah, the cultural capital of the UAE, could not compete with this lifestyle.
Together with our Strategic Insights Team, we identified that the Arab community in the UAE prefers the cultural aspect of Sharjah. Based on this insight, we turned our drawback into an advantage. We balanced our awareness campaigns with strong ROI-focused performance campaigns. This resulted in an increase in brand awareness as well as lead generation, which further lead to the acquisition of the project’s first customers.
The communication strategy that was centered around our target audience and in Arabic only, resulted in record sales for Arada’s first project “Nasma Residences”, where the Phase 1 residences were sold out within the first two weeks of launch, pushing Arada to do an early release of Phase 2, which also sold out by the end of the fourth week.