Hetarth Patel, VP - Growth Markets at WebEngage, observes that Middle Eastern real estate developers are increasingly adopting advanced digital strategies to cater to a younger, tech-savvy, and globalized buyer demographic. These strategies aim to keep buyers engaged long after the purchase.
According to Hetarth, the real estate industry is on the cusp of a digital transformation focused on customer retention. "Real estate involves deep emotional and financial commitments," he explains. "When buyers invest in a property, they are entering into a relationship with the brand. It's crucial to nurture this relationship beyond the sale, throughout the entire ownership journey."
Sobha Realty is a prime example of a developer leading this transformation. By partnering with WebEngage, Sobha has implemented a retention strategy that leverages data-driven insights and their own property management and social platforms. "Sobha is investing in proactive customer engagement," Hetarth shares. "Together, we've developed a system where AI-driven campaigns provide buyers with timely updates, personalized offers, and essential information. Post-purchase, we manage community engagement by streamlining communication, personalizing experiences, and automating feedback and support processes."
This partnership mirrors a broader trend where industries are adopting e-commerce strategies to enhance digital engagement. "Customers expect their real estate experience to be as seamless as online shopping," Hetarth notes. "They demand hyper-personalized interactions, which they now expect across all sectors." By 2030, the Middle East's digital economy is projected to triple, with digital real estate services playing a pivotal role.
Developers are increasingly using CRM systems, AI, and machine learning to track buyer preferences and lifestyle changes. By adopting omnichannel strategies, they can engage customers via multiple digital platforms through a single engine. Companies with such strategies see up to a 30% increase in customer lifetime value (CLTV), a statistic that has caught the attention of the real estate sector.
For Hetarth, Generative AI is key to elevating personalization. "In real estate, personalization means understanding the buyer's journey and anticipating their needs," he explains. "Customer Data Platforms (CDPs) can track patterns and deliver information before the buyer even asks. This moves the relationship from transactional to a true partnership."
However, retention in real estate presents unique challenges. The long sales cycle requires sustained engagement to prevent drop-offs. "Real estate transactions take time, and keeping potential buyers interested is crucial," Hetarth says. "Developers need a strategy that keeps them top of mind, providing relevant information at each stage."
Post-purchase engagement also has its complexities. "Real estate investments involve ongoing commitments, so seamless, personalized support is essential for building lasting loyalty," Hetarth continues. As more developers adopt structured engagement strategies, Hetarth sees a shift in how the industry views customer relationships.
Looking ahead, Hetarth believes more developers will follow this model. "In the future, AI and omnichannel engagement will be essential," he asserts. "This is not just a trend; it's a fundamental change in the real estate playbook. Companies that embrace these tools will set new benchmarks in sales and long-term loyalty."
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