The UAE’s real estate market has become one of the most dynamic sectors in the country’s diverse economic landscape. The sector’s rise is a result of the country’s strategic location, government initiatives and policies aimed at attracting foreign investment, new flexible work and resident visa options, and a steadfast reputation for safety and stability in the region.
With tens of thousands of homes becoming available this year to meet the growing appetite of a young tech-savvy UAE population and investors from around the globe, real estate marketing too has undergone a significant facelift. Gone are the days when static photos and tired descriptions could entice buyers.
Tenants and investors today are searching and discovering properties through content platforms, and using them as major factors in their decisions. Real estate developers and agents need to be where their potential customers are, and right now, that’s on engaging and entertaining digital platforms.
Content platforms make homebuying and house hunting accessible by making the process human and authentic. The rising significance of digital platforms like TikTok in the home buying process was highlighted in a survey by Redseer Consumer Research, which revealed that more than a third of buyers attributed their purchase decisions, particularly during the discovery phase, to favourable interactions on digital media channels.
From virtual walk-throughs of homes to a day-in-the-life of a realtor; from captivating before-and-after glimpses of renovated properties to live Q&A sessions addressing FAQs and sharing learnings, digital content platforms are doing more than just democratising access to real estate information — they’re completely revolutionising the way developers and agents engage with their audience.
In this new era of property marketing, authenticity is king. Platforms like TikTok, with its diverse and highly engaged user base, offer developers and agents a unique opportunity to build trust, make genuine connections, and facilitate informed decision-making among prospective buyers.
Our latest research at TikTok reveals a noteworthy trend in the evolution of property owners’ buying journey and their content consumption habits.
The widespread accessibility of information through content platforms has elevated buyers’ financial literacy, leading many to opt for stable assets like real estate amidst market volatility and rising rents. Homes are now versatile spaces, adapted to accommodate newfound hobbies, and with a focus on purposeful living.
Hybrid and remote work has liberated homebuyers from geographical limitations, allowing them to explore abodes in the outer-city or waterfronts. Real estate developers and agents who can capture this spirit of aspiration and inspiration in engaging narratives within short-form videos are experiencing high engagement and loyalty from potential buyers online.
Since 2021, TikTok has witnessed a significant year-on-year growth in views of such real estate content, nearly doubling in magnitude. This growth indicates a growing preference among high-income individuals with significant purchasing power to use digital platforms like TikTok for research into high-value investments and assets. Buyers’ confidence and trust in content stem from the ability of digital platforms to make home buying accessible, while also humanising the experience.
TikTok, for example, provides an immersive format that developers and agents can leverage to craft compelling and genuine content such as virtual open houses, explanatory content and thought-leadership videos that demystify market complexities. Real estate professionals have the opportunity to use the platform to build communities around their brand and position themselves as trusted advisors within their niche market. This not only bridges the knowledge gap for homeowners but also empowers buyers to make decisions swiftly, catalysing the sector’s growth.
Real estate leaders can not only reach but also educate potential new clients by creating engaging content. As more real estate developers and agents tap into the potential of digital platforms for attracting interested buyers, it is critical for them to be creative and relatable to stand out in this competitive landscape.
Real estate professionals should feel confident to push the boundaries of traditional marketing and utilise the native features of digital platforms to engage with their audiences effectively. On TikTok, successful real estate agents draw inspiration from trends on the ‘For You Page’ or follow relevant hashtags to gain traction.
Many property marketers utilize TikTok’s ‘Creator Marketplace’ to collaborate with creators and reach their target audience. Another endearing approach to connect with potential clients is by sharing unfiltered and “real” content from their own lives and preferences.
But lead generation doesn’t have to be tedious or lengthy, even for professionals new to the field. By weaving engaging narratives accompanied by sound and music, spotlighting ‘aha’ moments, providing problem-solving solutions, and showcasing the customer journey, realtors can elevate their brand presence and transform the homebuying experience into an entertaining and impactful journey, alleviating stress for potential clients along the way.
In the thriving real estate sector of the UAE, the transformative impact of online platforms is unmistakable. Digital content platforms are not merely altering the landscape; they are fundamentally reshaping how real estate is bought, sold, and marketed.
As more creative and captivating avenues emerge, they open vast opportunities for developers, agents, sellers, and buyers, breaking down barriers and paving the way for a multitude of economy-building investments in the country.