More than the middle man

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Real estate agents are perfectly positioned to drive the marketing process, Selina Denman discovers.

In many parts of the industry, the real estate agent is still viewed as little more than a mediator. "I think there is still some confusion as to what exactly the real estate agent does," suggests Karen Lay, head of marketing at Abu Dhabi's LLJ Property. "I think people still see us as just the middle man."

In reality, the role of an agent extends far beyond straightforward selling and leasing; the agent is the "lynchpin" of all marketing activities, Lay explains. From consulting on building design and layout to coordinating launches and advising on pricing, LLJ Property offers a full marketing service for both private and master developers.

"In addition, we will assist with the appointment of an advertising agency and we'll then oversee the agency. We are also involved in communicating with the client. Selling an apartment is one thing but how you communicate with a client afterwards is really important. You can't just say ‘thanks for the cheque, your apartment will be ready in three years!' You have to keep them informed and make them feel involved in the progress of the project," Lay continues.

Dubai's Sherwoods Independent Property Consultants also prides itself on providing holistic, innovative marketing solutions to the developer community. "Sherwoods offers custom-made marketing solutions to developers looking to market their projects here in the UAE or abroad. Everything from print media to below-the-line activities are catered for," says Jagdeep Pillai, the company's marketing manager.

"We pride ourselves on having an in-house, one-stop marketing solutions shop for our clients' needs, a rarity in the marketplace today. Depending on the needs of our clients, we prepare and plan to meet their objectives, and most of the time it goes beyond just placing full page ads in leading print media or arranging online exposure," he says.

Upping the stakes

In this age of plenty, differentiating one ‘groundbreaking' project from the next has become more important, and more difficult, than ever. "The one challenge we face is clutter," confirms Lay.

"There are an increasing number of projects out there, particularly in Abu Dhabi. And there are a lot more coming, which is why it's so important to try and make sure that your project stands out from the rest."

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