Investors look to sustainability

The Badrah district is built on solid sustainable principles, says Nakheel.

According to a recent survey conducted by Dubai’s master developer Nakheel, the key deciding factor when investors consider the purchase of a property is now the unit’s and development’s green credentials.

The survey found that sustainability and how environmentally-friendly a property is tops other factors that were previously believed to have been higher priorities, such as reliability of the developer, location and prestige.
 
“In the past, quality has been one of the most important factors for potential customers.  This is the first time we’ve seen environmental concerns come through this strongly. We are currently working to align our products and services even more closely with this growing demand,” said Matt Joyce, managing director of Waterfront Nakheel.

Following a month-long advertising campaign for the launch of Badrah, a district within Nakheel’s Waterfront development, which launched in May 2008, a cross section of 400 people hailing from Dubai, Abu Dhabi and Sharjah were questioned; results showed that, following environmental factors, the top four characteristics making up an ideal development were reputation, reliability, affordability and innovation. 

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The district of Badrah has an emphasis on green open spaces and is being built as a self-sustainable community with a strong focus on reducing the consumption of energy and water. “Waterfront has been designed, like all of Nakheel’s projects, with sustainability at its heart. We see it as a city of the future and are delighted that there is a real demand for this type of development from end-users,” said Joyce. 
 
Of those questioned that had seen Nakheel’s advertising campaign for Badrah, half said that the environmental friendliness of the project was the most defining element, reliability was the second most influencing factor (47%) followed by innovation and healthy living (both 43%).

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