In recent years, Dubai has emerged as one of the most exciting real estate destinations in the world. As per a recent report by Knight Frank, since the onset of the pandemic, the demand for villas has driven prices up by 22%, with 85,000 residential real estate transactions and a total value of AED 300 billion in 2021 alone. Driven by the burgeoning consumer trend, Property Finder launched its latest campaign, encouraging consumers to invest in the current climate.

The campaign is anchored by a short video demonstrating how Property Finder, through its search capabilities can help home seekers find a place that they can call home. The sentiment is depicted in the short film that underpins how a house transforms into a home, along with the different meanings we give to it.

Sevgi Gur, CMO at Property Finder speaks to Communicate about the campaign discussing the true consumer insight and target behind it.

How does this brand campaign best reflect Property Finder’s values?

Moving living spaces is such an emotional experience. When our consumers look for a home, they are seeking more than just a roof or a space to live in. Therefore, we built this integrated brand campaign to encourage everyone to think about the true meaning of home, and it is reflective of the company’s purpose to inspire people to lead the life they deserve.

What was the main consumer insight behind this campaign, and how does the campaign aim to cater to those needs?

We started by asking a simple question to 1,000 UAE respondents, What does ‘home’ mean for UAE residents?

The response was always associated with emotions. For some, ‘home’ is a place where they find joy around their family, while others view it as a place of peace and comfort. We then conducted research with 1,000 UAE consumers and found that more than 69% look for peace, the joy of sharing memories, and the comfort to live calmly within their space.

Furthermore, the survey found that 57% of Emiratis, 72% of Asian expatriates, and 75% of Westerners considered peace as the fundamental element for turning a home into a sanctuary. However, for 64% of Arab ex-pats, joy was considered the key stimulator, with 41% of Emiratis and 52% of Asian ex-pats considering it a key factor when looking for a home.

These insights played an important role in our inspiration for the campaign to answer consumers’ requirements. We sought through this campaign to invite everyone to take a proactive approach in establishing what transforms a space into a home for them. Whatever the emotion, there is always something that will turn a space into a home.

What is the brand campaign aiming at? What consumer sentiments does it target?

We truly believe in our brand, which represents an integral part of our identity that has helped us grow into the company we aspire to be. We have been extremely focused, passionate, and relentless in connecting with consumers as the MENA’s leading property technology company.

That connection can now be heard, seen, and felt across the “Property Finder, Your Home Finder” brand campaign, a concept anchored in a powerful human truth around the meaning of home. Within the region, our brand has touched upon many people’s home experiences. Today, we celebrate the emotions and sentiments associated with it.

How will this campaign drive traffic to Property Finder’s portals?

This is an image campaign that aims to strengthen our relationship with end-users. The campaign was designed to be digital-first across all relevant platforms and will be showcased on Property Finder’s website, supported by all touchpoints across radio, outdoor, and influencers.

What is Property Finder’s marketing strategy at large?

Our marketing strategy is to push bold brand messages and listen to our audiences to drive differentiation. Similar to Home Finder, our aim is to drive marketing programs that inspire conversation, co-creation, and open idea exchange. As a team, we challenge the status quo and look for the next big thing that will motivate our consumers.