The Challenge

Better Homes was given an intensive timeframe to provide a comprehensive sales and marketing, pricing, and stock release strategy. Within the same timeframe, Better Homes also had to organise a launch event for the project at the R&R Property Show which was held in Ajman between the 19th and 21st of June 2008.

Our Research and Analysis

Research was conducted into all the neighbouring master developments at Emirates Lake Towers. Sample projects were selected from each master zone for which all the relevant information was gathered. Components such as unit mix, unit size, amenities offered, average price per sq. ft., and current payment plan options were considered and presented to the developer along with an initial recommendation on pricing, payment plan, and launch strategy.

Our Plan

As product differentiation was key, Better Homes worked with an external advertising agency to brand Liberty Residence as a lifestyle offering. With considerable commitment, and direction from Better Homes, the agency was able to deliver the work within the timeframe.

The Result

The project was well received at the R&R Property Show and Better Homes’ consultants successfully sold most of the units. Discounts of up to 11% were offered to investors who made full floor purchases. A marketing awareness campaign focusing on the differentiating factors of the Liberty Tower project was recommended to the client post-launch alongside a comprehensive media plan.