The real estate industry is thriving in the region with new marketing and 3D platforms showcasing properties using technologies such as AI, AR and VR for immersive digital experiences.
Developers such as DAMAC Properties, Bayut and Dubai Properties are among the companies that are using AI, adtech and measurement solutions to attract investors and grow their businesses.
“We see a lot more digital natives and disruptors now starting to adapt marketing mixed modeling because of the fact that it’s now much more agile, it’s much more democratised, which is exactly where we want to go.” said, Rasheeqa Jacquesson, Marketing Science Lead, MENA, Meta.
Driving Innovation
Real estate experts believe good measurement strategies drive business results.
“My advice to advertisers who are exploring the marketing mixed modeling would be to start off with a SaaS project like Analytics Edge First to get to know the flavor of marketing mixed modeling. How to use the learnings that you get from MMM.” adds Hamza Ali, Senior Manager Performance Marketing at Bayut and Dubizzle.
Sharing his perspective to the audience at the Meta summit, Amit Patil, VP and Product Management, Analytic Edge, said: “We try to always emphasise the analysis and the insights will be fruitful if that scope has first and foremost been defined while keeping all the stakeholders in mind.”
AI and creativity
Social media has become the platform of choice for buyers and real estate companies in the UAE.
“Meta platforms is the biggest broker on earth with 3.96 billion users across our platforms.
“The top drivers of discovery and evaluation are content from influencers, we’re seeing more and more of these creators or influencers attracting people to buy, followed by advertising, and content from friends and family.
“And how do we help you in getting this? It’s all about AI. We are empowering our innovation in VR, utilising AI. We’re utilising it in our business messaging platforms as well. And lastly, our ad system, which you all utilise, is powered by AI.” says Sami Kobayter, Client Partner, MENA at META.
DAMAC properties showcased their metaverse activations using Meta Quest 2, an immersive VR headset. The virtual showings allowed users to experience features and customise various design options before committing to purchase.
Meta hosted its first Real Estate Marketing Academy bringing together C-levels, VPs, directors, marketers, and sales agents from real estate companies together under one roof.
The two day programme was kicked off by Sami Kobayter, Client Partner, MEA at META. It includes a rich agenda covering topics around Meta’s best practices for media and creative, focusing on lead generation, cross border business, building brand awareness, messaging, and adtech solutions for the real estate industry.
The event follows the successful launch of Meta MENA’s first Real Estate Summit in June.
The event also hosted presentations covering lead generation solutions featuring Rita Saba, Client Solutions Manager at Meta and Melanie El Haddad, Client Manager, MENA at Meta.
Followed by a panel discussion including Hamza Ali, Senior Manager Performance Marketing at Bayut and Dubizzle, Amit Patil, VP and Product Management at Analytic Edge and Rasheeqa Jacquesson, Marketing Science Lead, MENA, Meta.
Meta helps drive quality leads for real estate players looking for local and international investors to buy properties in the UAE.
Melanie El Haddad, Client Manager, MENA at Meta, explains: “Finding new leads, enhancing the quality, and nurturing the relationship on Meta happens across three channels : forms, messages, and calls.”
The programme showcased a range of case studies including AX CAPITAL, the Middle East-based luxury real estate agency, that was presented by Rita Saba.
The real estate agency wanted to attract international investors in cross-border markets including Europe and GCC to bring them to the UAE. They ran successful Facebook and Instagram lead ads campaigns, resulting in positive outcomes including a 9.2-point increase in ad recall.
To end attendees received certificates for the Real Estate Marketing Academy (REMA) course which trained them on the industry and highlighted insights and experience from real estate experts.
