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 rep
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