Digital Marketing Guide for Real Estate Industry of Dubai, Sharjah, and UAE in 2021

The United Arab Emirates is one of the most preferred destinations for international real estate investors. Cloud-shattering skyscrapers, flamboyant hotels, and humongous shopping malls are almost a norm in the Emirates, and the trend only goes up. However, the lockdown due to the Coronavirus Pandemic has caused serious damage to investment prospects, which is why 2021 is an extremely important year for the revival of the real estate industry in Dubai, Sharjah, and UAE as a whole.

Unsurprisingly, digital marketing will play a key role, especially now when digital is the new normal. That said, the industry will need more than the staple digital marketing campaigns for revival, and if you’re even remotely involved in it, here are a few techniques that will enable you to design a champion digital marketing campaign.

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Spreading General Awareness in and around UAE

While general awareness is not what you generally associate with a field as commercial as real estate, we are certainly living in unprecedented times. In the post COVID19 era, no digital marketing campaign will ever be complete without awareness regarding health and safety measures, medical facilities, emergency facilities, administrative policies, etc.

Creating awareness about all these factors helps the investors to design plans for investments, counting in the overall potential in the real estate property. An experienced real estate digital marketing agency in Dubai, will try and promote all the facilities surrounding the property their promoting because the ‘integrated ecosystem’ culture is the biggest trend in recent times.

More than anything, awareness makes people feel safe and positive about the projects. Let’s take an example. If you’re promoting a commercial complex, say a shopping mall, then you should promote the safety protocols in place to avoid the spread of the virus, medical facilities available within the complex and nearby hospitals, and the policies the government is putting in place. This will help your target audience have a sound idea about what they are investing into, and whether meets their requirement.

Likewise, if you’re promoting a residential complex, you should promote all common facilities like departmental stores, healthcare, education, etc., within proximity. In short, the target audience must be assured that the property they are investing in will have takers even in the gloomy post-pandemic days.

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Another important area that requires awareness is other contemporary financial industries. COVID19 has proved to be a disaster for global economies and financial markets, forcing investors to divert their funds into conservative investments like gold and real estate. To give some context, the price of gold at the end of 2019 was less than AED180 per gram, and just by the end of September, it was well over AED230, which is more than a 27% increase. During this period, the global financial markets collapsed tremendously, and even a big recovery phase has got them stuck exactly where they were last year.

Real estate, though not yielding as high profits as gold, has certainly held its ground, proving to be a much safer bet than stocks. Integrity and stability of wealth is something investors will be eyeing for post-pandemic, and real estate offers them just that.

Combining 3D Design + Augmented Realty & Virtual Realty

As most of the digital marketing strategies for real estate companies in UAE will include the staple – Social Media, SEO, Ads, etc., you need to take the innovative route to stand out of the crowd. Here’s where the combination of 3D Design and Augmented Reality will help you impress your target audience.

While the 3D design has been around for a very long time, combining it with Augmented Reality will give the viewers a unique experience. With having to travel, or even before the construction of the actual property, your target audience will be able to view and decide on investment. While the idea is quite interesting in itself, it has more relevance in today’s world more than ever.

As mentioned earlier, investors in Dubai, Sharjah, and Abu Dhabi come from far and wide. However, the pandemic has made traveling a lot more difficult, which has severely damaged real estate among other industries. While other industries may have to wait for few more months, real estate has a unique advantage as they can enable their clients from as far as the moon to have a life-like experience using a VR headset. The better immersive experience a social media marketing company for real estate in Dubai and Sharjah provides, the more are the chances of conversions.

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Secondly, even for those living within the Emirates, local or ex-pats, may or may not have ample opportunity and/or will to step outside at a time when the pandemic’s second wave is clutching other parts of the world. Therefore, the combination of 3D Design and AR/VR could prove to be the defining tech that drives sales.

Increasing Digital Footprint

Skim the physical outdoor marketing, expand your digital footprint, that’s the ideal thing for at least the next few months or maybe even years. Almost all of your target audience will spend more time with their digital devices like smartphones, laptops, PCs, and tablets, walking outdoors only if necessary. Therefore, the real estate companies need to capitalize on the opportunity, and cover as many platforms, and run as many ads as you can.

Automation will be a great tool for increasing the digital footprint. Posting content on social networking platforms round the clock will allow real estate companies to tap potential clients from Dubai, Dublin, and Detroit, irrespective of the time zones they live in. Content at regular intervals increases the attention span of the target audience, making chances of conversion higher.

Other important technologies that will help in furthering your digital footprint is Artificial Intelligence, Blockchain, and Big Data. Combining the three allows to accurately identify the target audience so that feeding them with digital content at regular intervals can yield desired results. AI, Big Data, and Blockchain will also help in reducing costs by targeting exactly what you’re looking for and preventing outrageous advertisement prices.

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Expanding your digital footprint also includes creating content on platforms popular in local as well as international markets. For instance, there are several popular digital video content platforms based on blockchain technology, like DLive, that have a substantial user base in the United States, and Europe. Likewise, there are several locally popular digital community portals where you can promote your projects.

On the other hand, a social media marketing agency for real estate in Dubai and Sharjah will also need to create unique, and different kinds of content, rather than simply posting text and images. You need everything – short videos, long videos, documentaries, interviews, memes, rewards, and recognition. Increasing footprint on personalized marketing like e-mail, SMS, and WhatsApp marketing is also a key factor.

Collaboration for User Generated Content

User-generated content is extremely vital for a digital marketing campaign, especially in the post-pandemic era. For the revival of the real estate industry in Dubai, Sharjah, and Abu Dhabi, one of the key factors will be the trust factor. Even before the outbreak of COVID19, the real estate market in the UAE was stagnant for more than a few months, which was further amplified by the pandemic.

Reinstating trust within local and global investors can be achieved by promoting user-generated content, which gives the target audience an independent overview of what’s happening on the ground. Moreover, user-generated content on a social media platform is authentic, unique, and often includes personal opinions of influencers and/or the general public.

So, how do you do it? For a renowned digital marketing agency like AdEngage Dubai, Sharjah, and UAE as a whole is a giant market, and therefore, they maintain a list of social media accounts and influencers popular locally and internationally. Partnering with such agencies allows you to focus more on strategies rather than engaging with the users or influencers directly, as they have better expertise in managing the flow of user-generated content. However, one needs to be aware of the content being shared and not to include any misinformation.

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Simultaneously, engagement with the audience is also equally important. Get testimonials from existing investors and property occupants, and interactions with real estate experts, journos, and other industry experts must be promoted as much as the property itself. The more bytes of authentic digital information the target audience has access to, the more will be the chances for conversions. In simple words, you need to get the word out there by the people themselves.

Promoting the Benefits of Investments When Chips Are Down

The Coronavirus Pandemic has caused severe damages not only to the real estate industry of the UAE but also to the economy at large. The chips are down, and investing a big sum is not what most people would be thinking about. However, history is witness to the fact that the best time to invest is when the chips are down. This is what must be included in any digital marketing campaign.

Compact videos explaining the opportunities that have arisen out of the bad times. Positive future projections by economists in form of stats, charts, and even slides can seem very attractive for the target audience, giving them an insight into the benefits of investing when the market is stagnant. Mention discounted deals, sanctioned commercial & residential projects in the nearby areas, and other upcoming facilities.

Another helpful analogy one can give to real estate investors is the government policies that are formulated to boost commerce & industry, tourism & hospitality, sports & entertainment, and other sectors in the coming months. The big push from the administration is bound to propel the demand for real estate which would prove to be extremely fruitful for those who invest when the chips are down.

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One of the best ways to spread awareness about investments is to publish detailed analytical articles on the official website, and other social media channels. These articles emphasize the overall growth opportunities within the Emirates, government trade treaties with foreign countries, technological developments like the Hyperloop project between Dubai and Abu Dhabi, unique events like the UFC PPV Fights on Yas Island, Abu Dhabi, the IPL T20 League, and other sporting events the UAE hosted when the world was under lockdown.

Interviews with Industry Experts

Ask the best digital marketing agency for real estate in UAE about the importance of interviews with industry experts, and they would go on and on about it. They are extremely important, to say the least. Industry experts include property researchers, industry leaders, real estate journos, architect & engineering firms, and government officials. Interviewing these officials extensively will give the target audience a sense of confidence and all the necessary information they are looking for.

Interviewing, however, is only half the job done. The next half is to make sure that the bytes reach potential users. There are two types of investors – one who has a relatively traditional/conventional mindset and would listen to the entire hour-long interview to articulate their decisions, and two, the ones with less attention span and who care only for what’s relevant to their needs. A successful digital marketing campaign needs to address both kinds with precision.

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Long format content, videos or interview transcripts, must feature on conventional platforms like YouTube, or the company website. While social media will also have lengthy content, short clips, quotes, memes, and short posts will be more effective on these platforms. However, the short content, especially the written ones, must have numbers, stats, and important information. Sharing the lengthy content once in a week may be enough, but the short content needs to be regular, multiple times a day.  

All of the abovementioned factors hold, more or less, equal importance. Hence, while formulating a digital marketing strategy, one needs to find the right balance, which is quite tricky. Choosing a thoroughbred digital marketing company for real estate in Dubai and Sharjah is something the real estate companies should decide only after thoughtful discussions and deliberations. Each of them will have certain strengths and a few shortcomings. Studying their offerings and portfolio, and then analyzing their requirement is vital.

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Written by: Noman Shaikh

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