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posted on Nov. 07, 2025 at 9:00 amNov 7, 2025

Why the new Saudi buyer isn’t buying your brands

posted on Nov. 07, 2025 at 9:00 amNov 7, 2025

WonderEight's Hasan Jaber shares the need to understand the mindset behind Saudi Arabia’s new generation of real estate buyers.

Hasan Jaber, Head of Social Media and Digital Strategy, WonderEight about brands and consumers

Hasan Jaber, Head of Social Media and Digital Strategy, WonderEight

The Saudi real estate market has entered a new phase, shaped by a generation that values meaning, belonging, and lifestyle alignment. Buyers today choose brands that reflect how they live and where they want to belong. Real estate marketing now requires more than visibility; it demands cultural and emotional relevance.

Many developers still communicate in product language: specifications, pricing, and limited-time offers. These messages belong to a previous era of marketing. The new Saudi buyer engages with ideas, not only information. They respond to brands that carry a story, a tone, and a sense of purpose.

This shift calls for a new way of building communication funnels. Awareness can

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Tags:Advertising aspiration authenticity belonging communication funnels connection Consumer behaviour consumer preferences cultural resonance Culture emotional Hasan Jaber inclusion information Lifestyle marketing meaning offers pricing product Purpose real estate relevance Saudi Arabia Saudi focus SaudiFocus storytelling Strategy tone values WonderEight

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.