As part of the Meta Performance Talks, a global series that explores how advertisers are maximising their ad performance using Meta’s platforms and tools, Ali Sajwani – MD of Operations & Technology at DAMAC Properties and Fares Akkad, Regional Director of Middle East and Africa at Meta, discussed the impact of AI and automation on the real estate sector in general, and specifically on DAMAC’s operations, outlining several trends and tips real estate marketers should be on the lookout for:
1. Hyper-Personalisation:
Advancements in AI have the potential to elevate customer experiences to new heights, ranging from highly refined search queries to enhanced and immersive visuals, as well as improved reporting and follow-up procedures
2. Targeting customers across the entire ecosystem
DAMAC Properties is targeting customers on Instagram, Facebook and WhatsApp using Meta ad products that leverage AI to optimise campaign performance.
One such tool is Advantage + Shopping Campaigns, which helps businesses target, bid for, and deliver ads in a more efficient manner. Ali shared a step-by-step marketing approach that DAMAC utilises to track metrics, cut down on ad spend, and make campaigns more effective.
3. Building immersive online experiences
Help the customer envision what they are buying. AI tools now make it not only possible, but also quick and efficient. Ali Sajwani has shared how a special e-commerce platform developed by DAMAC Properties takes the customer on a seamless and personalised journey. At each step, AI has a role to play, starting from analysis of previous interactions to customised chat-bots and VR experiences.
Commenting on the discussion, Meta’s Head of Tech, Media, Telecom & Professional Services in MENA Alain Mayni said: “Real estate companies understand that properties are among the most important investments people make in their lives which is why they need to be very precise with targeting. In a recent study by Kantar, 60% of respondents said they get inspired, discover and evaluate opportunities through Meta platforms. This is especially true in the growing GCC market with $1.36 trillion worth of real estate projects (according to CBRE), where developers, marketplaces and agencies are using Meta tools to drive demand and improve customer experience with efficient lead generation and AI-based marketing solutions."
