More than the middle man

zoom

Sawan Ravani, director of Kensington Real Estate.

For Sawan Ravani, director of Kensington Real Estate, the Dubai-headquartered brokerage arm of the Kensington Goup, spiralling competition represents a "blessing in disguise" for the property sector.

"Real estate marketing has reached new heights in Dubai. This is helping companies to raise the bar and is challenging them to market the right properties in the right way. The better the quality of marketing, the better the quality of sales and the better the quality of sales teams," he points out.

The pressure is on - and real estate agents are being forced to get creative. "What is definitely happening is a deluge of marketing initiatives, with projects and developers tumbling over themselves to ensure maximum exposure, using any and every possible channel available in the marketplace," says Pillai.

"Fundamentally, the key in marketing is to have a team that can think outside of the box. The challenge is to find innovative means to make yourself heard above the din," he adds.

Spreading the word

Recent initiatives from Sherwoods include the signing of an official sponsorship agreement with Tower Links Golf Club in Ras Al Khaimah. As part of its strategy to generate added exposure amongst high-end property buyers and investors, the company will support tournaments and events organised by the club.

In exchange, Sherwoods is introducing an interactive kiosk in the club's foyer, where members will be able to access information on Sherwoods and its products via a touch screen. A multi-layered brochure stand will also be introduced, while banners will be displayed and distributed throughout the club.

The company also made its presence felt in Abu Dhabi earlier in the year, with a two-day roadshow that promoted over AED800 million-worth of investment opportunities in the capital. The roadshow visited Abu Dhabi's Westin and Le Méridien hotels to promote projects in the emirate and beyond.

Print | Email | Discuss this article

| Share |

READERS' COMMENTS

Click here to post a comment

Add your Comment All posts are sent to the administrator for review and are published only after approval. ArabianBusiness.com reserves the right to remove any comment at any time for any reason. Please keep your responses appropriate and on topic. Arabian Business would like to point out that only comments relevant to the story will be published. Any containing personal insults or inappropriate language will not be approved.
Name *
Remember me on this computer
Email *	(Your email address will not be published)
City
Country
Subject *
Comment *
Notify me of further comments
Enter the words above *
Please click post only once - your comment will not be published immediately.

MORE FROM ARABIANBUSINESS.COM