AYS Developers
Off-plan luxury, where the buyer is purchasing a rendering.
The business
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.
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.
What was in the way
- 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.
Matched the ad promise to the landing page
Every campaign pointed at the specific project it advertised, so the visitor arrived at what they were shown rather than a portfolio page.
What changed
Delivered as part of the Outbox Agency portfolio.
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