Dubai Sothebys International Realty
About Dubai Sothebys International Realty
Dubai Sothebys International Realty entered the market in 2013 and, following a recent acquisition, is now expanding its focus across the GCC. Dubai Sothebys International Realty plans to reposition by controlling a top tier of UAE property market, offering the best service through a network of handpicked and well-trained agents and, the best customer experiences true to Sothebys International Realty brand and luxury brands in general.
Gulf Sothebys Realty
Gulf Sothebys were looking to invest in digital marketing to allow them to expand their inventory and business outside of the boundaries of traditional marketing and explore different potential results that the business could be missing out on.
I always find Real Estate an interesting industry to promote online due to its compatibility with this particular medium of communication and the almost unlimited potential for succeeding online more than most industries, if approached in the right tactical way.
Historically Gulf Sothebys had had negative experiences in previously exploring the potential of online marketing through prior digital agencies in the region they had hired to assist them in engaging an online audience. With this understanding in mind I decided to research what had gone wrong and why, (it is always useful to understand the background of what has been undertaken to… A. Not make the same mistakes, B. Understand if the initial approach, strategy or budget was incompatible with expectations or something else entirely).
The current website
A company website is always at the focal point of ensuring success online and needs to be built in the correct way, contain enough rich content, deliver the right brand message, and deliver the potential for increased sales. The last point of delivering new sales is another reason that the Real Estate industry and online marketing are perfectly aligned. Sales are the main target and developing online sales funnels to deliver great leads is paramount to success.
The current website was underperforming on many levels, however for the purpose of this case study its worth mentioning the top level issues, which were; Brand identity, content delivery, lead capture, structure, consistency, engagement levels.
The new website
Due to the failures of the old website and the aggressive online competition in the region from other Real Estate companies who had far better developed their web delivery collateral it was agreed that a ‘start from scratch’ approach should be taken to the company website by making a brand new one (Visuals seen above). Designed by myself in 1 month and technically built within 2 months the new company website aimed to eliminate all of the old websites issues and return better performance within a set time frame of 2 months after soft launch.
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