As we approach the end of 2024, it’s an opportune moment to reflect on the pivotal learnings and strategies that have defined our marketing journey this year.
At Bayut, our commitment to innovation and excellence has driven us to explore new frontiers in advertising, deepen our understanding of our audience and refine our strategies based on insightful measurements.
Here are some key takeaways that have shaped our path in 2024.
Power of outdoor advertising
In an increasingly digital world, the tangible impact of outdoor advertising has proven to be a game-changer for Bayut. Our campaigns across prominent billboards, lampposts and other strategic outdoor placements have not only amplified our brand visibility but also fostered a deeper connection with our audience.
Outdoor advertising serves as a constant, ubiquitous reminder of our presence, reinforcing brand recall in ways that digital ads alone cannot achieve. They are also less intrusive and hence not immediately dismissed by an audience that is increasingly becoming ad-fatigued.
The synergy between our online and offline strategies has been instrumental in creating a holistic brand experience, ensuring that Bayut remains top-of-mind for consumers at every turn. We have been able to see the direct results of this approach with an increased awareness of our products in various surveys and audience sentiment reports.
Importance of measurement metrics and strategic pivots
In the dynamic landscape of real estate, staying attuned to market sentiment is crucial. This year, our focus on meticulous measurement and data-driven insights has enabled us to make informed strategic pivots.lea
A prime example is the evolution of our marketing plans for the two key products launched in 2024: TruEstimate and TruBroker. By closely monitoring the adoption and sentiment associated with these products, we transitioned from awareness-based campaigns with adoption strategies.
The overwhelmingly positive response allowed us to adapt quickly and effectively. Within a month of launching the marketing activities, we saw a 20 per cent increase in the number of TruBrokers, who were generating 12 times the leads compared to normal brokers.
Similarly, by collaborating with the Dubai Land Department (DLD) for the TruEstimate launch, we effectively communicated the value proposition, keeping the buzz high, and within just five months of its launch, 100,000 TruEstimate reports have been generated, with this number growing everyday.
Understanding audience motivations: B2B and B2C
A cornerstone of our marketing strategy has been a profound understanding of our target audience’ motivations, whether they are businesses or individual consumers.
For our business-to-business (B2B) segment, it’s about recognising the unique challenges and goals of real estate agents and agencies, offering them tailored solutions that enhance their business outcomes.
The focus on keeping the brokers at the centre of our TruBroker campaign is a prime example of this approach. By integrating reliable brokers whose commitment has been proven by various quality assessment metrics, we were not only able to humanise our product but also reward good behaviour in an industry that is often a victim of long held prejudices and stereotypes.
Conversely, for our business-to-consumer (B2C) audience, it’s about empathising with the emotional and practical considerations that drive home-buying decisions. By building products to assist in their market research and engaging directly with our audience, we have been able to craft compelling narratives that resonate deeply with their needs and aspirations.
Looking beyond the metrics of impressions and followers
In an era when social media metrics are often equated with success, it’s essential to look beyond mere impressions and follower counts. While these numbers can provide a snapshot of reach, they do not necessarily translate into meaningful engagement or conversion.
We prioritise quality interactions and genuine connections over vanity metrics. Our focus is on creating content that adds value, sparks conversations and builds lasting relationships with our audience. This approach has not only enhanced our brand credibility but also driven more impactful business outcomes.
Conclusion
As we reflect on the achievements and learnings of 2024, it’s clear that the foundation of effective marketing lies in a balanced blend of innovation, measurement and deep audience understanding. The power of outdoor advertising, the importance of strategic pivots, and the necessity of looking beyond superficial metrics are lessons that will continue to guide our efforts.
At Bayut, we remain committed to pushing the boundaries of what’s possible, always with the goal of serving our audience better and driving the real estate industry forward.
By Sahar Khan, Vice President of Marketing, Bayut
