Which methodology used by top real estate agencies of Dubai to attract real clients who are ready to buy properties from $400,000 within the next 1-6 months?
Greetings! My name is Kirill Anisimov, I am the founder-traffic agency for real estate in Dubai – ULTIMATE REALTY.
Firstly, let me tell you about our agency so that you understand our expertise and realize that we know what we are talking about:
We've been working in the real estate advertising industry in Dubai for 3 years.
In 2022-2023 our advertising campaigns attracted over 10,000 high-quality leads from all around the world with returning on marketing investment ranging from 5 to 18 times.
We have already identified what works in advertising and do not waste our clients' budgets on ineffective strategies. We have tested over 2,000 different ad creatives on more than 10 platforms: Instagram, Google, Yandex, Tik-Tok, YouTube, VK, Twitter, LinkedIn, and other platforms.
At the moment, we only work with real estate in Dubai. Among our clients are both top 5 agencies and agencies that entered the market 1-2 years ago.
We do not diversify into other markets apart from real estate in order to provide the most in-depth marketing services for our clients.
Our main priority is to focus on our clients' deals selling real estate.
How do we work with clients and attract individuals to agencies who are purchasing real estate in Dubai from $400,000?
At first, we'd like to discuss the complex models we work with, but it's just theoretical that is impossible to apply for real estate agency owners.
In this article we aim to provide practical advice so that you can implement them starting tomorrow and see changes in the results.
The first and the most important thing is positioning.
Everyone and everything is talking about it but at last no one is clearly engaged in it but this is important.
According to our statistics 80% of real estate agencies sell the same product because the same projects are being launched in Dubai. If we enter this market without segmenting for a specific target audience, we end up with fierce competition. We can't stand out from other agencies and end up competing for the same people. Additionally we don't understand why we are better than others and why they should buy with us.
Next, it is crucial to identify what is most important for these clients when choosing brokers and what is not.
The best approach is not to invent their desires but to conduct mini-interviews with 5-10 people we want to work with, understand their desires, pains, fears, and use these insights to differentiate ourselves from competitors.
Imagine a scenario where a potential client, a short-term investor is choosing a broker: the first group merely offers to buy off-plan properties with excellent service and a riding in a Rolls Royce to view properties.
The second group proposes to be their partner for years ahead, presents cases where they purchased property and sold it with a 20% return after 9 months, then moved on to new properties.
With whom do you think this client would choose to work? This is just one example of positioning strategies
The second aspect is working with traffic.
We won't figure out how to launch ads or traffic channels right now.
We want you to look at your numbers, expand the funnel and understand what affects each of the stages and burns your profit.
For example, for convenience, consider that you have received 100 leads:
2. 30 are interested, but choose between Dubai and another country
3. 30 are interested, but the time frame is above 6 months and/or the purchase budget is below $ 400k
4. 10 are interested and want to buy within 1-6 months with a budget of $400,000
Each stage of the funnel can and should be influenced.
1. Leads do not get in touch - we need to understand: to whom do we show ads (geo / age), what kind of ads do they see (what do we offer?), where do they leave applications (website / quiz / leadform). Which stage attracts bots/low-quality applications?
For example, from our practice in Google, there is a whole pool of sites from which such applications come and before you find them, you will spend budgets on them.
2. To understand the scheme by which we look at the advertising that people come to choose between countries. It is important to decide whether we need them or not. If we understand that the transaction cycle and payback are low and we do not want to work with them, we turn off advertising that brings such customers.
If we see potential in them, it is probably worth understanding their objections and closing them immediately in advertising: for example, show them a comparison of payback in Turkey and Dubai. Thus, when our agents call them, people will be more interested in buying Dubai real estate.
3. People who want to buy in more than 6 months and/or the purchase budget is below $400,000. In any case, such leads will come across and it is more difficult to get rid of them than from all the previous ones, but if we see that there are too many of them, the easiest step is to launch offers with prescribed deadlines and budgets in advertising in order to attract more targeted people.
Another approach is to collect such leads into the database and work with it, for a long time this gives a pool of warm customers who accumulate over time and give very good sales volumes. We checked, the scheme is working and gives the highest payback.
4. The hottest leads – they want to buy up to 6 months with a budget of $400,000.
But these people do not say "we will bring you money, we work, etc.", they communicate with other agencies and choose. Here we are just returning to positioning, if it is built, we attract people specifically for it, then our chances of making a deal with a client are very high. It is important to keep track of the leads that we want to work with and under our positioning or not, and to add advertising /packaging and all our marketing materials specifically for them. Because these people bring us the main revenue and we must be able to work with them for 10 out of 10, otherwise we will not have money left to work with people from stages 2 and 3.
Our cases of working with clients where we worked with traffic:
We were contacted by a real estate agency that works with off-plan real estate from $400,000 in Dubai. They have been burned many times by unscrupulous contractors. Therefore, we have proposed the safest option – qualified leads.
Qualified leads are like in point 4, the hottest leads – they want to buy up to 6 months with a budget of $400,000.
In 2 months, we brought in 100 potential customers, of whom in 4 months they conducted 12 transactions worth $6,360,000 and even with a minimum commission of 4% received $254,400. The payback is x12!
We have been working with a TOP-5 company for 3 months, we cannot disclose the name, but we will share the figures from one of our offices.
125,000 dirhams or $34,000 were spent.
More than 2,600 applications have been received of these, more than 20% of the leads = 520 who are really interested in buying real estate with budgets from $150,000 to $1,000,000.
According to the most conservative estimates, if only 10% of those interested bought, this is 52 deals.
Talking about money is $350,000 the average sale price
4% average commission, 52 transactions = $350,000 x 52 x 4%= $728,000.
And they invested $34,000 in advertising.
But we all understand that the TOP agency definitely doesn't sell with a 10% conversion rate. How many recommendations will be received and how many times will clients buy/sell their property with them?
The third tip is to guide clients throughout the entire deal cycle and not let them go
What kind of problem can we see?
The average deal cycle in real estate is 3 months, and many agents simply stop working with potential clients, and when they are ready to buy, they turn to those who have been in touch with them.
Yes, there are customers who are ready to pay in a week, but these are 10-20%, and if you try to attract only them, it will be much more expensive. Therefore, we do not take them into account now.
In order for our clients not to get lost and we do not forget to keep in touch with them, CRM systems are excellent, which allow you to make scheduled mailings, set tasks and automatically remind you that you need to contact the client. It is also important that all correspondence, call recordings and agent notes are in one place. Otherwise, we will lose everyone who could have originally become our client.
A real case – they led the client for 3 months before his trip to Dubai, and when he arrived, they let him go for literally a week. He came across an advertisement, an appointment was made with him and he bought an apartment with another agency.
As a result, all 3 months were wasted and the agency earned nothing but experience. Therefore, look at what conversion you have from the leads that are being negotiated into a real deal, are there any problems at this stage? Do you have a CRM? Is it possible to open each transaction and view all communication from 1 touch to the sale? Who controls the management of CRM and are all conversions digitized?
The result
We understood how to hone positioning, analyze all traffic and understand where the right customers come from, and also learned how to bring them to a deal.
In fact, there are a lot of pitfalls in each of these stages, we have only gone through the tops and if you have already seen that this article was useful for you, we will definitely be able to be useful for your real estate agency.
And if you've read up to this point, now you have a choice:
1. Just close this text, citing its incomprehensibility, and cut off for yourself the opportunity to double in revenue and get real customers interested in buying from $400,000 within 1-6 months.
2. Look down at the line below and get this opportunity.
Provided that you are selling real estate in Dubai, we are ready to conduct a marketing analysis of your funnel from advertising and positioning to bringing customers to transactions.
On an hour-long analysis: with recommendations, examples and specific actions, we will analyze your situation and offer solutions that you can do both independently and working with us in partnership.
To be honest, we know exactly where 1-2 million dollars of lost profits are stored in your funnel. We have been working with the Dubai market for a very long time and understand which methods are categorically inapplicable, and which ones bring a payback of marketing investments by 18 times but you also want to know about these places and how to get these $1-2,000,000?
What happens to real estate agencies that independently implement all my recommendations immediately after the audit, they either do it with us:
+ It is less and less often said that insolvent customers come who do not buy anything. They stop hearing from leads "I'll think about it", "thank you, we'll get in touch with you" and more and more often – "yes, this object is interesting to me, let's discuss it."
+ They begin to upgrade the brand of their agency, thereby creating a powerful name for themselves in the market.
+ They are successfully selling more premium objects, for which there were not even any requests before.
+ They forget the scenario in which they did not manage the sales funnel, because marketers and agents do what they want.
+ Increase in revenue multiple times due to attracting a new audience and increasing the scale of sales.
+ They completely reverse their opinion that it's not the season, so there are no sales. And they make record sales in the "off season".
Who exactly will be suitable for marketing analysis:
+ You are clearly aware that when it comes to real estate, the quality of applications is much more important than their quantity.
+ You have built the whole funnel: packaging, positioning, advertising from several channels, a well-established CRM system with regulations for agents and QC department. You understand the mechanics of selling real estate in Dubai.
+ You are ready to introduce new mechanics and approaches, you understand that this is the most profitable of all investments.
+ You and your team are ready for an increase in turnover.
If you have read all the information above and understand that you are potentially interested in getting such an analysis, go back to the messenger, now you have received or will receive a new message in which you will receive the best conditions for marketing analysis, click on the button and we will tell you all the details and why you should buy it.