Off-plan luxury, where the buyer is purchasing a rendering.

A Dubai developer founded in 2008, behind Q Gardens Aliya, Q Gardens Lofts, Tivanno, Breva and the Heritage Collection on Dubai Islands. Set a Guinness World Record in 2025 for the largest real estate training session, with over 2,500 attendees.

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Role

Marketing lead — Outbox Agency

Sector

Real Estate

Location

Dubai, UAE

Period

2024 — 2025

The brief

Dubai off-plan is the most competitive advertising auction in the region. Every developer runs the same creative and buys the same audience.

The situation

Dubai off-plan is the most competitive advertising auction in the region — every developer runs the same creative and buys the same audience on the same day.
The buyer is purchasing a rendering, so trust signals do more work than the property itself.
Campaigns were structured per developer, not per project, so an investor looking at Arjan and a family looking at Dubai Islands saw the same ad.
Unqualified volume is actively harmful here: it burns the sales team's week and buries the enquiries that would have closed.

What I did

Restructured campaigns per project

Q Gardens, Tivanno, Breva and the Dubai Islands Heritage Collection were separated, because an investor buying yield and a family buying a home share nothing except the developer's name.

Filtered hard for qualified enquiries

Budget band and intent were captured before handover. In off-plan, ten qualified enquiries beat two hundred unqualified ones every quarter.

Used the differentiators nobody else had

A 2008 founding date and a 2025 Guinness World Record for the largest real estate training session — 2,500+ attendees — are proof points competitors cannot claim.