Client: Al Demashkiah
Industry: Real Estate
Service: Advertising Strategy – Design, Production, and Media buying

 

Challenge:
To launch a new residential development targeting medium-income individuals, with a focus on selling units via accessible installment plans. The goal was to generate strong leads and sales by effectively communicating affordability and value.

Our Role:
Comprehensive advertising strategy, including market analysis, creative design, production, media buying, and execution of campaigns across magazines, newspapers, and billboards.

The Client: Al Demashkiah
Al Demashkiah is a forward-thinking real estate developer committed to creating quality homes. They recognized a significant opportunity in the medium-income segment, where homeownership often feels out of reach due to upfront costs. Their new development was specifically designed to meet this demand, offering attractive units with flexible installment payment options.

 

The Challenge: Reaching and Resonating with Medium-Income Buyers
Our initial market analysis revealed that the target audience – medium-income individuals – prioritized affordability, financial flexibility, and a clear path to homeownership. The challenge was to craft an advertising campaign that:

  • Identified and reached this specific demographic effectively.
  • Clearly highlighted the benefits of installment payments as a solution to common financial hurdles.
  • Built trust in Al Demashkiah as a developer offering genuine value.
  • Generated qualified leads who were not just interested, but also financially able to proceed with an installment plan.

 

Our Solution: Strategic Targeting and Impactful Visuals
Based on our market analysis, we developed a multi-channel advertising strategy tailored to the medium-income demographic. This involved:

  1. Targeted Media Planning: We strategically placed advertisements in publications and locations frequented by our target audience. This included:
    • Newspapers & Magazines: Selected local and regional publications known for their readership among medium-income households, focusing on real estate and lifestyle sections.
    • Billboard Campaigns: Placed billboards in high-traffic areas within or near residential zones relevant to our target market, ensuring maximum visibility for commuters and residents.
  2. Compelling Creative & Production: Our design and production teams focused on creating visuals and messaging that resonated with the aspirations and financial realities of medium-income buyers. This included:
    • Visually appealing designs showcasing modern, comfortable living spaces.
    • Clear and concise messaging emphasizing the ease and affordability of installment plans, often featuring payment breakdowns or examples.
    • Imagery that depicted attainable lifestyles within the new development, showcasing community, convenience, and quality.

 

The Impact: Driving Accessibility and Sales
Our integrated campaign delivered significant results for Al Demashkiah:

  • High Lead Quality: The targeted approach attracted a high volume of genuinely interested leads from the medium-income segment, streamlining the sales process.
  • Increased Inquiries: The clear communication of installment benefits led to a substantial increase in inquiries about the payment plans and available units.
  • Accelerated Sales: By making homeownership feel achievable, the campaign directly contributed to a faster sales cycle and strong conversion rates.
  • Enhanced Brand Perception: Al Demashkiah was successfully positioned as a developer who understands and caters to the needs of medium-income families, building trust and a positive reputation.

 

Conclusion: Partnering for Inclusive Real Estate Growth
Our data-driven market analysis and expertly executed advertising campaigns across print and OOH channels empowered Al Demashkiah to connect with their key audience and achieve impressive sales for their installment-based units. This case study highlights our agency’s ability to craft effective strategies that not only sell properties but also make homeownership a reality for diverse market segments.