Overbold branding – Nebo in the property sector in UAE

Various tricks for making the sale of property does not appear to be a phenomenon born of the crisis and were used at the zenith of the market in the United Arab Emirates. Even during the construction boom in Dubai developers have recourse to omnifarious tactics to entice buyers still nepostroenite their projects. Have used a variety of baits – from mobile phones to cars marks Jaguar, complete with the property that is sold.

Aim for more sales, however, led to imprudent branding, whose focus is not the final customer, as they should, and some companies now see the consequences of this omission.
In 2007 gave as Damac Properties apartment newly couple from the UK as part of the promotion of trade center Mall of the Emirates.
Many celebrities have been drawn to participate in this game, as entrepreneurs are fees paid millions to make their projects can be outlined. Based in Germany as ACI pay former tenisist Boris Becker and Formula 1 competitors by Niki Lauda and Michael Schumacher, to baptize them three of their draft towers last year. According to some sources, Becker received dirhama 10.2 million (2.7 million), Schumacher – dirhama 25.8 million and 5.1 million dirhama Lauda, in exchange for their names.
Similar moves to become a great part of the branding of companies that at one point many entrepreneurs have forgotten what it sold and to whom it sold, often copy the marketing strategies of your competitors.
According to John flour, founder of the consulting company Brash Brands, companies have been so heavy in its pursuit to sell property that had failed to consider how to develop a brand that customers will be able to recognize and you will believe.
Branch arrived in Dubai six years before, when billboards in the emirate have been involved in advertising on the lamps in the property – Emaar and Nakheel.
The messages of both companies were distinctive. Emaar has a position „integrated community with projects such as Burj Dubai and The Springs, and Nakheel’s message was focused on life on the beach. However, companies from flowing all over the world, each struggling for attention.
„Every week is establishing a real estate company and all they talked about luxury lifestyle, says flour. „Creation is ever more grandiose building plans. People had no idea what you are buying. Question is whether these were economically viable projects. I think most of them had a beautiful vision without much content. “
Fever was so severe that the property is seen as a commodity instead of a substantial, long-term investment or a place where really to live, says the meal. According to him, many entrepreneurs are looking for something new, which is excellent, but have not focused on the end user.
But when companies are in difficult market conditions, they begin to look more closely to your brand and how interact with their customers.
By Damac say that incentives such as prizes and gifts are already anachronism. Changing market conditions have forced Damac to adapt its marketing strategy as their main focus is the completion of projects. „We realized that our customers is more important than ever to make your investment.
„We believe that the change in strategy will help build trust among users and help to attract new ones when the market recovers,“ says the company.
According to managing director of CB Richard Ellis Nikalas Makliyn companies now have a real opportunity to marketing its product as it should.
„The buyer, whether you buy a residential or business property are not interested in how the building looks. He wants to know that the property is managed properly and that the necessary utilities and infrastructure are available.
In the words of Makliyn cause some construction contractors at the moment to experience difficulties is the fact that they „move view of what people want, such as possession and occupation of the property.
With the change in the target markets – from speculative buyers to end-user companies will have to consider developing a brand, says flour. Consolidation in the sector such as planning a merger between Emaar, Dubai Properties, Sama Dubai and Tatweer will also require the creation of brandove companies.

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