Bayut: Why we stopped playing by the rules – and it worked

If you’ve been around long enough in the real estate game, you’ll know that agents are always chasing leads.
Buyer leads, seller leads and landlord leads – whatever brings in the next transaction and that all important commission. 
But for those of us working in marketing, one truth becomes clear over time: the strategies that deliver the most meaningful outcomes rarely come from following the crowd. Real impact lies in identifying what truly works – and for whom – and, then, executing with intent.
At Bayut, we’ve spent years exploring how to better connect property owners with trusted professionals. What emerged was not just a campaign or a product – it was a shift in mindset.
Rather