Dubai Property Marketing

Exploring property marketing in Dubai during my visit, I’ve keenly observed how local companies present themselves to potential buyers and investors. Dubai, a city synonymous with rapid development and architectural marvels, is home to some of the world’s most ambitious property developers. Among them, Emaar Properties and Aldar Properties stand out not just for their extensive portfolios, so I took a closer look at their marketing strategies.

Emaar Properties: Traditional Advertising Dominance

Emaar Properties is one of the largest real estate developers in Dubai, known for iconic projects like the Burj Khalifa and The Dubai Mall. Emaar’s marketing approach leans towards the conservative side, focusing heavily on traditional advertising methods.

Dubai Property Marketing - Emaar Properties

Emaar’s presence is ubiquitous in outdoor advertising across Dubai. Billboards, posters, and other out-of-home (OOH) campaigns dominate the cityscape, ensuring that their brand remains top-of-mind for residents and visitors alike. This highlights their reliance on conventional marketing channels to reach their audience.

In contrast, Emaar’s digital presence is notably restrained. Their website, while functional, still has room for improvement to become as user-friendly and responsive as modern consumers expect. Although users can download brochures in PDF format, launching 360 tours on smartphones remains a challenge. According to statcounter.com as of April 2024, the global mobile market share is 59.57%, and the global desktop market share is 38.41%.  The digital marketing approach could be more adaptive for smartphones and digital interactivity. However, with such a strong market position, they can afford to rely less on digital channels.

Emaar develops high-quality and thoughtfully designed communities, appealing to those seeking a particular lifestyle. These range from luxurious golf club communities to eco-friendly, sustainable living spaces. Their marketing content is rich with lifestyle narratives and aspirational messages. These messages are designed to resonate with buyers’ worldviews rather than emphasize investment potential.

Emaar’s visuals tend to be more informative, using wide-format lenses to provide an extensive view of their properties. This approach highlights the key features and layout of each development. The visual content primarily focuses on describing the property’s features, with less emphasis on conveying the atmosphere they aim to create. They usually express this atmosphere with the help of close-ups and more attention to details and textures.

UAE Property Marketing - Emaar Properties

Aldar Properties: Digital and Creative Focus

Aldar Properties, another heavyweight in the UAE’s real estate sector, contrasts with Emaar in its Dubai property marketing approach. The company places their focus on digital channels and user experience. Their website is user-friendly, responsive, and visually appealing, providing an optimal user experience. This approach extends to their advertising campaigns, which they creatively design and execute to capture the attention of an audience.

Dubai Property Marketing - Aldar Properties

The visuals used in Aldar’s marketing CGI and animations are of high quality, reflecting a cohesive and sophisticated aesthetic. Their campaigns emphasize the investment value of their properties, clearly articulating why these assets will be in demand. This investment-focused narrative combines with the promotion of community-oriented developments, similar to Emaar. However, it has a stronger digital and creative flair.

UAE Property Marketing - Aldar Properties

Aldar’s marketing strategy also builds around the interests of potential residents, creating communities tailored to different lifestyles and preferences. By showcasing their properties as valuable investment assets, Aldar appeals to both emotional and rational aspects of buying decisions. They highlight not only the lifestyle benefits but also the financial advantages of investing in their properties.

To learn more about different approaches in property marketing, take a look at our analysis of Australian property marketing.