International Property Investment and Development Conference - Day Three

10:00

Registration and Coffee 

11:00

Chairman's Opening Remarks

Emerging Marketing And Branding Trends In The Middle East Real Estate Market - Futurebrand's Gulf Real Estate Study 2008 

• Brand performance listings covering the whole region
• Opportunities for brands to improve themselves
• The overall state of real estate marketing from a branding and marketing perspective

Rina Plapler, Executive Director, FutureBrand, USA

Around the world, the internet is taking the real estate advertising market by storm. In many countries, agents and developers are reporting that they are receiving over 60% of their buyer and seller leads from the internet. The challenge for any developer or real estate agent is to make sure that they get the most from their online advertising spend. This session will answer:

• How are agents and developers around the world using online advertising to their advantage?
• What are the online advertising options open to agents and developers?
• What works and doesn’t work in online advertising?
• How should an agent or developer measure success from their online advertising spend?

Simon Baker, CEO, REA Group, Australia

How Appropriate Branding And Marketing Of Properties Can Impact Your ROI

• Special considerations when branding and marketing different property types – Luxury, high-end luxury, hospitality, mid-market, etc.
• How to effectively brand and market UAE-based properties and investment opportunities to geo-targeted global audiences

Win Peniston, Vice President, Strategy & Development, Posner Advertising, USA

Assessing the role and impact of branding and brand partnerships on ROI and yields is often overlooked or misunderstood in fifinancial planning and risk management. Whether you are assessing a residential tower, a mixed use development or a hotel property – branding has a measurable impact on sales and rentals.
Understanding how to quantify the impact of brands, identify proper brand fifit and the bottom line impact will be addressed in this presentation, including:

• Brand licensing structures and fees
• Balancing higher sales velocities vs. higher sales prices
• Determining “brand fifit”
• The risks of brand associations
• Creating your own brand – Costs and opportunities

Michael Shvo, President, Shvo, USA

The world is building property at an incredible rate – the UAE foremost amongst them. But the international property investor market and ‘end-users’ are now spoilt for choice around the world. How do potential buyers from outside the region perceive the way the UAE is being marketed? This presentation will look into:

• The most appropriate market entry strategies
• Building a strong sales pipeline
• Supporting your sales with effective marketing plans

Peter Robinson, Director, Richmond Green Group, UK 

In large real estate projects, successful pre-sales campaigns can be the difference as to whether a project gets off the ground or not. Successful pre-selling of a project will lead to a better relationship with your fifinancier, will dramatically reduce the costs of your project and will enable property professionals to focus on delivering the product as quickly as possible.

• Target audiences
• Demographic analysis – How to do it effectively
• Behaviour
• Style/language – Effective ways to tell your story
• Process

Peter Gianoli, Director of Sales and Marketing, Saville, Australia

Destination Branding For Today And Tomorrow – A Practical, Instructive And Entertaining Guide To Destination Branding

• What is destination branding?
• How to create a destination brand
• What are the key elements of destination branding?
• The importance of naming, naming strategies and tips
• The value of brand strategy and positioning as a foundation for brand building – Including his methodology, name development and visual identity
• Destination branding case studies from the US, Caribbean, and Abu Dhabi (MGM Mirage/Mubadala)

Jonathan Bell, Managing Director, WANT Branding, USA

Creating, Building And Delivering The Right Brand Promise To Add Value To Customers Lives

• Starting with the basics: starting with the right vision as a foundation for your company
• Creating and maintaining a feasible and customer demanded business model
• Formulating the right Brand Architecture to align the organisation and showing the future direction for your company
• Clearly defifining the brand promise and consistently delivering it
• Adding value to customers lives through your brand promise

Leonie Matta, Marketing and Communication Director, Saraya Development Group, Jordan