Elias Qarut, Head of Marketing and Communications at House of OCTA.Dubai’s real estate market is on an upwards trajectory, especially when it comes to off-plan launches.
With such a booming landscape, every new project demands attention, and that often means an event – from exclusive model reveals to grand, celebrity-studded shows.
I’ve seen firsthand how the marketing and communications behind a project launch are designed as meticulously as the residences themselves. It’s about much more than just throwing a party. It’s about nailing visibility, reinforcing identity, and crafting a story that truly resonates.
Shape real estate events with authentic narratives
Every real estate event, regardless of its nature, must begin with a commitment to the project’s identity.
The key to success lies in finding a cohesive narrative that marries well with the essence of the event, and honouring it in every detail. This integrated perspective ensures that every touchpoint reinforces the unique story being told.
The recent launch of Trio Isle Interiors by Missoni, a joint venture of DURAR Group OCTA Development, is a great example. Its name’s dual meaning was meticulously woven into all communications, creating a deeper, more memorable association for potential buyers and agents.
This integrated approach, I believe, is what truly created the impact and ‘wow’ factor.
But when does a launch event become a necessity, and how do we approach its execution?
My first rule is to ask “when”. There’s often this euphoric feeling that an event needs to happen now, but that usually clashes with reality.
Understanding the desired scale – not just budget, but the number of attendees and the desired experience – dictates the timeline. Attempting a grand spectacle in a mere two weeks, for instance, is simply unfeasible. Managing expectations and deciding on a realistic timeframe is crucial.
In a hyper-competitive market saturated with launches, maximising exposure is no easy task.
I often challenge the idea that bigger is always better. While large events generate ‘talk of the town’ buzz, I always urge our partners and clients to ask a fundamental question: “Do you want to have a show or do you want to focus on an agent briefing to sell the project?”
This distinction is essential. A show might feature a dazzling performer and a brief glimpse of a model, leaving guests impressed by the spectacle but perhaps less informed about the actual project.
Strategising effective ROI
I advocate for events that, while maintaining prestige and identity, prioritise the project’s core message and key takeaways for agents and potential clients. It’s about verifiable ROI, not just fleeting social media virality. Not every project, especially smaller ones, even warrants a full-blown launch; sometimes, a more targeted engagement is far more effective.
Of course, every event must be supported by the right communication strategy. The need to stand out in the market is more present than ever, and the right messaging across platforms will ensure lasting impact beyond the launch.
While it is hard to predict such a dynamic market, current trends can give us a glimpse of what to expect in the coming years.
The market is currently dominated by an ‘amenities race’ and a growing demand for commercial spaces — which I anticipate will continue.
I do, however, foresee a shift towards fewer launches in volume, but larger in impact.
Developers are becoming more strategic, opting for high-impact experiences for significant projects rather than ticking a box for every development.
There’s also a noticeable pivot, within real estate events, towards more intimate launches at developers’ sales centres, providing a more personal, less crowded environment.
While we will continue to see plenty of launches in the market, they will increasingly prioritise generating meaningful noise and delivering exceptional experiences, especially for the market’s more substantial offerings. The focus, as always, remains on delivering a clear, compelling narrative that resonates.
By Elias Qarut, Head of Marketing and Communications at House of OCTA.
