Property Finder has taken to the streets to celebrate the brand’s ‘SuperAgents’ in a bold and unconventional way by offering them keys to branded supercars, including Ferraris and Lamborghinis, for an exclusive three-day driving experience.
Who are these ‘SuperAgents’? Property Finder leverages artificial intelligence through its Agent Data Assistant (ADA) to create an AI-driven ranking system that identifies top-performing agents based on stringent criteria. This initiative identifies ‘SuperAgents’ and incentivises elevated agent performance, allowing consumers to connect with trustworthy, capable agents.
Such SuperAgents were rewarded through the supercar activation in the UAE, with supercars bearing the slogan ‘Property Finder Drives My Success’ captured on social media by these agents and passers-by, extending the brand’s reach and impact.
The eye-catching cars, featuring Property Finder’s distinctive branding, were handed over to ‘SuperAgents’ from ten leading agencies including:
- Betterhomes,
- Allsopp & Allsopp,
- haus & haus,
- Driven Properties,
- fäm Properties,
- MD Properties,
- Engel & Völkers,
- Treo,
- Provident Estate, and
- Metropolitan Premium Properties.
In conversation with Campaign Middle East, Sevgi Gur, Chief Marketing Officer at Property Finder, said, “The supercars wrapped in Property Finder branding provided a bold way to reward top-performing agents while reinforcing our brand’s premium positioning. Instagram was chosen as the primary channel because it’s where both agents and consumers actively engage, making it ideal for sharing and amplifying success stories.”
“By encouraging agents to post and resharing their content, we extended the campaign’s reach organically. This approach directly supports our objective of celebrating excellence, increasing agent motivation, and strengthening Property Finder’s leadership and visibility in the market,” Gur added.
For the three-day activation, red cars were leased from three different rental agencies to ensure that the vehicles matched the brand’s distinctive colour. All the designs on the cars were created in-house at Property Finder.
The campaign intended to to reinforce Property Finder’s brand positioning as an industry leader that celebrates talent and drives innovation
Commenting on the success metrics of the activation, Gur explained, “Our main goal was to celebrate our top-performing agents. With this in mind, success will be measured primarily through agent feedback. Secondary metrics include: Social media reach and engagement of Property Finder content; new followers to Property Finder’s Instagram channel; media engagement and interest in the activation; as well as quantity and reach of user generated content.”
