A brand is only as strong as its core values. After holding focus groups with the company's leadership, four values were placed at the forefront of the new brand to resonate internally with employees and externally with current and future clients.
Dubai real estate is an industry that attracts wealthy investors, at times foreign and inexperienced in the market. Exuding knowledge across different touch-points is a non-negotiable to successfully position yourself as a knowledgeable and trustworthy player in the market.
Knowledge
Brokers in the industry are known for putting commissions as their main goal. LivingAscot brokers commit to go beyond the transaction and put the well-being of their clients to ensure a comfortable property transfer or transition into their new home.
Commitment
As the main audience is the Average Joe looking to buy or rent their first property, along with families searching for tranquility, the brand is required to project attainable assets with agents that are down-to-earth, but can also properly advise which property is best suited depending on the client.
Relatability
Being a boutique agency for 10 years, but expanding into an SME, the value of teamwork was ingrained into the new brand to sustain an essence of mentorship and better convey trust into potential candidates approached during recruitment campaigns.
Teamwork
Building foundations
The LivingAscot challenge
Known as A&Co. Real Estate, the brand had been in Dubai's property market for 10 years without successful brand awareness or recognition in the market. As they searched to expand and resonate with a young British audience, they were in need of a fresh look and overall communication strategy.
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Social Media:
Growth Strategy
Objective: Help the recruitment efforts to attain UK candidates
Strategy: The path was clear, a brokerage's best asset are its people and the culture that's cultivated everyday. To properly attract the right candidates, Instagram was used to highlight 3 key selling points about the brand...
1. Fun and supportive work culture:
As the main demographic were young men and women from 21 - 35, we had to appeal to their youth by positioning the brand as a workplace where monotony was non-existent and positive camaraderie was fostered daily.
2. Market leading training:
Most, if not all recruits, had limited to no real estate experience in Dubai. To ensure confidence in their relocation, broker knowledge and support had to be highlighted to demonstrate LivingAscot's ability to build high-transacting agents in Dubai.
3. Knowledge:
To ensure confidence across the training given and also build investor confidence, economic topics and real estate news were also tackled across this channel. This also helped to build credibility and investor confidence with the company.
Results
70%
10%
Follower increase
Engagement increase
YouTube
To strengthen SEO, YouTube remained solely focused on properties.
Highly searched keywords were added to the description to ensure organic visibility, with one of our videos earning up to 18K views.
Results
16%
8%
15,000+
Subscriber increase
Total watch time increase
New users reached organically
Let's work together
Linkedin Presence
Through our main recruiter's account, content was shared that answered the most common questions and concerns about starting a real estate career in Dubai.
Brand positioning
The branding paradigm has shifted, in the real estate industry, Linkedin is used as a knowledge and recruitment platform. It is important to highlight that your best brand ambassadors for recruitment purposes are your employees. LivingAscot's Linkedin strategy focused on selling three USPs to foreign candidates.
1. The city
2. The team
3. The training
We positioned LivingAscot as the company that helps you change your life in 6 months. With a comprehensive learning & development plan, along with a supportive environment, new joiners can build and lead a new life in Dubai.
Personal branding
Building a Linkedin presence for our recruiters was essential to expand our reach through Linkedin. The selling points did not change, however, each one had a unique approach and spoke about life changing career opportunities in Dubai, the benefits of moving to the city compared to staying in the UK, and the training and support provided at LivingAscot.