This article was originally published in Propertyfinder Trends 2017, Vol 3
One Developer’s perspective on building to sell.
As Expo 2020 is fast approaching, there has been an evident increase in new developments in Dubai. Jumeirah Luxury has witnessed a strong rise in transactions in the market in the second half of 2017. This has ignited a more competitive playing field for real estate developers and has solidi ed the need for sales and marketing teams to find innovative and more compelling ways to position their projects. As new players on the block, we are focusing on just that.
So, what is our approach? How do we differentiate from others?
The market is heavily focused on low-ticket prices and payment plans after handover, that developments forget about the intelligence and quality in all aspects. Although we have innovative payment plans after handover and an attractive price, this is not our main selling point.
If you want to be a successful developer, I believe that honesty is key. The on-going trend is that developers are communicating the Gross Built Up Area (BUA) instead of the NET Area, or they include the garden area within the price to create the perception that the residence is bigger than it actually is. At Jumeirah Luxury, we only offer quotations on the NET BUA.
When we sit down with future homeowners, we are selling them a forever home that is represented in its true form. It is imperative to ask the right questions, and we have the ability to build a home that has been exclusively designed for their wants and needs. One size can’t tall and that is what differentiates us from others.
The aim of Jumeirah Luxury is to provide home- buyers with bespoke, customisable homes as well as a smart, secure and sustainable living environment. Many upcoming projects have the capabilities to introduce smart, secure and sustainable facilitates to the homes as add-on options. However, our designs were carefully thought out to be able to incorporate the infrastructure of these technologies from day one. By the time we handover these homes to their owners in 2019, these units need to already be adapted to the technologies of that day and not outdated from when the project first started. Again, it goes back to the honesty and innovation factor.
From a landscaping perspective, the incorporation of nature into the development is a key worldwide trend. The strategic positioning of our project within JGE ensures that our homeowners get a 360 view of the surrounding golf course and not simply a partial, distant view. When we say golf views, we mean it.
We have also adopted new and innovative channels to offer our customers a realistic understanding of the project. At Cityscape, we incorporated virtual reality goggles to give visitors the real feel of it all. We also recently set up a two-story tent on the project grounds where we invited our customers to come and have a look at the views from their forever homes. Why sit down and talk through a blueprint when you can see it live with your own eyes?
In a world where the real estate industry is forever developing and growing, it is imperative to sell homes and not a block number. The personal connection and honest approach are imperative in differentiating one project from the next.
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Haitham Gaber
Head of Sales, Jumeirah Luxury Living
KEY INSIGHT Home designs should incorporate infrastructure of technology from day one, and that is why we provide to our future homeowners the basics not as add-ons. We are building smart, secure and sustainable homes and communities.
WISE WORDS Honesty and reliability are the two sides of the coin of success. Property location and value for money are the two sides of the investors’ coin prior to selecting an opportunity.
