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posted on Aug. 19, 2025 at 10:28 amSep 4, 2025

Real estate marketers discuss trust over theatrics, vision over vanity

posted on Aug. 19, 2025 at 10:28 amSep 4, 2025

Middle East real estate marketers explain why genuine, nuanced and community-focused brands that are digitally driven, human-centric and offer experiences that live up to storytelling will stand the test of time.

From top left, clockwise, Sasha Bulchandani, Chief Marketing Officer, Sunrise Capital; Sarah Bou Hassan, Marketing Manager at DURAR Group; Lara Elcheik, Marketing & Communications Manager at SmartCrowd; and Govind Chaturvedi, Founder & CEO at Aimed Advisor.

In the Middle East real estate landscape, marketing is no longer a loudspeaker shouting for attention. Instead, it has become an architect quietly sketching a city’s new horizon and a storyteller narrating an emotional tale to deeply invested audiences.

Today’s real estate marketers view themselves as curators of trust, sculptors of brand credibility, and strategists building communities for families and human beings, not just tall towers for ‘investors’ or ‘owner-occupiers’.

This evolution did not happen overnight. It is the product of a digital hurricane, a deep comprehension of shifting consumer psychology coupled with heightened competition that have pushed marketers to become dat

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Tags:Advertising Aimed Advisors aspirations augmented reality beliefs Consumer behaviour consumer psychology data scientists digital Digital Transformation Durar Group Empathy experiential marketing Govind Chaturvedi Lara Elcheik Marketers marketing real estate Sarah Bou Hassan Sasha Bulchandani SmartCrowd storytelling Sunrise Capital trust virtual reality Vision

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.