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Use Instagram trends to engage real estate buyers, Dubai expert says

New report says UAE residents' dream home is an "Instagram-friendly" property

Pools are among the most-desired features for UAE residents seeking new homes.
© Dubizzle Property
Pools are among the most-desired features for UAE residents seeking new homes.

UAE real estate companies have been advised by a Dubai property expert to use Instagram and other social media tools to attract buyers.

Residents in the UAE want homes that are “Instagram-friendly”, have adequate outdoor space, and offer “a community feel”. These are among the list of “must-haves” for residents seeking homes in Dubai, according to Dubizzle Property. 

The online platform found that its most searched keywords for UAE residences include ‘beautiful exteriors’ and ‘pools’, which the company said underscores the significance of properties that have “visual appeal”. Homes with large outdoor green spaces are also being sought by buyers “to enjoy their spare time in”. 

Dubizzle Property said the Instagram-savvy generation is being offered investment opportunities for “affordable luxury” amid an ongoing “softening of the market”. As a result, Dubai neighbourhoods such as Arabian Ranches, Palm Jumeirah, and Springs, which were “previously out of reach for many, are now receiving an influx of interest”.

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Palm Jumeirah moved into Dubizzle Property’s list of the top five most-searched villa communities for sale in 2018, which the company said reflects “a trend that the softening purchase prices are encouraging residents to consider higher end communities as they become more affordable”.

Head of property sales at Dubizzle Property, Matthew Gregory, said buyers no longer want just apartments, and are instead keen to invest in villa communities. 

“People want to be able to show off where they live, especially in Dubai, where there are many picture-worthy sights,” Gregory continued. 

“With the prices softening across Dubai, people preferences are changing, and they are now looking for different communities that weren’t attainable before.”

However, despite indicators that purchasing power has increased within the real estate investment community, a property’s aspirational value remains a major selling point for its developers or agents, according to Dubizzle Property’s general manager, Samer Abdin. 

“People don’t always just search for property to rent or buy on Dubizzle Property – they also look for houses they aspire to, or things that can be shared on social media,” he continued. 

“We recently had an $21.8m (AED80m) villa listed for sale […and] people are curious to see what it looks like to live in, as it is most likely unattainable for most of us.”


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Construction Week - Issue 761
Mar 21, 2020