Walk through any launch in the Middle East real estate market today and you’re likely to find a familiar scene: bubbly flutes, glossy content creators snapping pictures of scale models, and a branded hashtag splashed across every screen in the room. For years, influencer-led hype has been the industry’s go-to playbook for creating buzz. But the question is – is digital buzz all you need? And more importantly, does it sell communities that stand the test of time?
As someone who has spent nearly two decades in this business, I’ve seen the shift first-hand. In 2006, when I started in real estate, marketing was about fundamentals: credibility, transparency, and relationships. A developer’s reputation mattered as much as their designs. Fast-forward to today and the rules of engagement have changed. Social media, influencer culture, and viral campaigns have created unprecedented reach. Yet beneath the surface, a truth remains: hashtags may spark attention, but they rarely sustain it.
Impact beyond the hype
The Middle East has become one of the most dynamic real estate markets in the world, particularly in cities like Dubai and Riyadh, where projects are launched at a dazzling pace. Developers understandably want to stand out. Many developers naturally turn to influencer-driven campaigns to spark immediate buzz across multiple channels which is usually a great start but has the potential to yield real impact when combined with authentic storytelling and meaningful delivery.
While bold marketing can spark excitement, long-term demand continues to be built on trust, delivery, and meaningful engagement. Buyers today, especially in markets where properties represent lifelong investments, look beyond airbrushed campaigns, seeking authenticity, transparency, and proof of value. These tools might be effective to capture their initial attention, but once you have it, that’s where the real journey starts. Buyers are looking for proof. Buyers want proof: solid track records, transparent communication, and evidence that what they are buying will hold value beyond a marketing cycle.
Why heritage matters more than hashtags and hype
Heritage in real estate doesn’t necessarily mean century-old firms or traditional practices. It means building a legacy of trust. Developers and agencies who prioritise long-term credibility over short-term likes ultimately create stronger, more resilient brands.
This doesn’t mean dismissing influencers or digital platforms. They have their place, particularly in building awareness. But they cannot be the strategy in itself. In fact, the most effective real estate marketing today blends digital reach with tangible credibility.
That means integrating influencer buzz with:
- Track record storytelling – showcasing delivery histories, client testimonials, and milestones that prove a developer’s reliability.
- Transparent communication – being upfront about pricing, payment structures, and delivery timelines. Buyers respect honesty far more than a polished spin.
- Community narratives – highlighting lifestyle, culture, and real experiences within developments, not just glossy renders.
- Value alignment – people today seek communities that reflect their values and long-term aspirations. They’re looking beyond square footage, for places that promise quality construction, thoughtful design, accessible green and recreational spaces, and neighbourhoods that will retain vitality ten years from now.
Real estate, after all, is not content. It’s not a trending hashtag. It’s a commitment to people’s lives, homes, and investments. With the influx of young professionals moving to the UAE for work, we’re seeing a new generation of first-time homebuyers – people saving up to make what could be the most important investment of their lives. Dubai is full of these individuals chasing their milestones, and our ecosystem has a responsibility to offer developments that are worthy of their hard work and aspirations. The industry has an opportunity to start communicating it as such, highlighting real stories of delivery, quality, and the human impact of its work.
This commitment to responsibility and progress is deeply reflected in the UAE’s approach to governance. Its continued focus on strengthening transparency and enhancing investor protection has helped cultivate a market that thrives on trust. These measures ensure that growth isn’t just fast, it’s sustainable, fair, and future-focused.
In the Middle East, the stakes are even higher. Dubai today stands as one of the world’s most trusted real estate markets, admired for its balance of ambition and accountability. International investors look to the region not just for opportunity, but for its consistency, innovation, and proven track record, qualities that continue to strengthen its global reputation.
We are at an inflection point. The market is naturally evolving from an era of “launch and hype” to one defined by “build and prove.” Developers who embrace this shift early will not only capture trust but also set new benchmarks for sustainable success.
Building for legacy
At its core, real estate is about heritage. Every project built today will shape the skylines, communities, and stories of tomorrow. Marketing, therefore, should focus on aligning aspirations with delivery, showcasing the tangible progress and genuine experiences shaping the region’s real estate story.
Developers who understand this will not only attract buyers – they will retain them. They will create advocates, not just one-time customers. And they will move the industry from hype-driven transactions to heritage-driven relationships.
Marketing will always evolve. Platforms will change, influencers will come and go, and hashtags will trend and fade. But trust, transparency, and real value will always remain. The sooner we ground our strategies in these fundamentals, the sooner we can build not just projects, but legacies.
The UAE’s leadership has shown that when vision and integrity go hand in hand, a market doesn’t just grow, it earns its legacy.
Because in the end, a hashtag can capture a moment. Heritage can define a market.
By Zeina Khoury, President & Chief Growth Officer, Zed Capital Real Estate.
