From ribbon-cutting on designer beaches to A-list performers, real estate marketeers are all about experiential marketing and community-building. With first-phase deliveries that are in many cases still years away, developers aren’t letting their beaches stand idle: They’re hosting events on their shores to try and drum up interest and boost sales in an increasingly crowded market.

It’s not just beach parties and DJs, although there are still plenty of those. Traditional marketing is no longer cutting it, and developers are getting creative. The experiences on offer go beyond just entertainment and culinary happenings. SouthMed by TMG is positioning itself as an entrepreneurial hub with its recently-launched SouthMed Talks, a forum that hosts local, regional and global experts to discuss new trends and ideas. First on their lineup was former Google exec, author and podcaster Mo Gawdat, who explored what it means to be happy in the 21st century. The Med by People and Places hosted Awaken, an all-day wellness experience that included local and international wellness experts including Vishen Lakhiani, CEO of Mindvalley and Misr Italia Properties hosted the Sukun Cosmic Wellness Festival.

WHAT’S OUDATED?

Cold calls, text marketing campaigns, billboards, and real estate expos have perhaps been the most popular marketing tools — but they’ve run dry. “Such methods have been abused, and it has become impossible for developers to achieve brand differentiation by cutting through the clutter of the current real estate billboard jungle,” Nader Elhamy, founder and lead consultant at Toolbox Marketing Consulting, tells EnterpriseAM. For Elhamy, potential clients have become immune to these strategies, especially when they’re not accompanied by something deeper.

Large scale partnerships, immersive branded experiences, concerts, and concept beaches are among the effective, non-traditional approaches on the rise, according to Elhamy. “The age of wide-range cold calls and other “bombarding marketing strategies” is over — in its stead, strategies that are digital-first and data-driven.

The key? Understanding client personas and delivering tailored experiences that resonate with their lifestyle preferences — that, in his view, is pivotal, considering “ticket size in Sahel comes in EGP 10s of mns” at the minimum.

NOT THE BIGGEST EXPERIENCES, THE RIGHT ONES-

You can host an exclusive invite-only Beyoncé concert, and it still wouldn’t matter if that’s not who your future residents want to see. Any marketing strategy begins with proper segmentation and identification: “Who are we trying to reach? What does that segment want to see? How can we make that happen?” are among the first questions that need to be answered. It’s all about telling the right story, to the right audience. “Positioning the project not just as a property but as a lifestyle ecosystem is what consistently converts interest into bookings,” Elhamy notes.

This isn’t a new phenomenon. Katameya Heights built and operated its club house long before the project was delivered. “It represented Katameya’s community seed, and the entire project was built and sold catering to this core community,” Elhamy notes. Communities are built long before the very first unit is delivered, and successful developers have known this for quite some time. Almaza Bay’s early-bird exploration tour — complete with private jets and a lavish itinerary — some 10 years ago set the tone for what was to come, aligning “infrastructure with lifestyle aspirations,” he adds.

It’s not just what you sell, it’s how it’s sold. For Elhamy, Almaza Bay is a success story in more ways than one. It wasn’t just about the destination or its stunning beach, it was about curating a “compelling tenant mix” — which in this case, included Sachi, Pier88, White and Blue, a flagship Gourmet, and a slew of other high-end retailers, setting the “zeitgeist for beach living” and an all-around attractive community. That’s what sells, says Dina El Adly, a marketing consultant and founder of Atlantica Management.

Every category has its audience, and every audience has its needs. “You have those who already own units, first-time buyers, and people who are used to what the old Sahel had to offer,” El Adly says. Traditional tools seem to be effective for the latter two groups — but the big players have their eyes set on existing Sahel residents, and how they can one-up on the community front to draw them in.

“They’re not selling to the masses, it’s all about the community,” El Adly tells us. Trust and credibility are the pillars of their strategies, and the idea of getting residents in other communities to “upgrade” seems to be a major focus in most developer strategies. “Sahel is all about trends; every year, there’s the new trendy place to be or the new trendy thing to try,” she notes. Accordingly, developers are marketing partnerships first and foremost — often extravagant ones. El Adly believes that people care less about units and residences than they care about being somewhere that’s “not boring” — which increases resale value, and in turn proves fertile ground for investments.

“Buyers are now both investors and users — it’s not enough to have a nice beach and four walls. They need comfort that they’re securing their investment,” Mohamed Galal, chairman of TSM Mall Management, echoes.

“The smartest developers start with identity, not infrastructure,” Abdel-Azim Osman, co-founder and chief marketing and product officer at Nawy, tells us. “They ask: Who is this place for? Is it for young couples, multi-generational families, digital nomads? And they build everything — beach clubs, fitness concepts, F&B, retail curation — around that persona. Osman adds.” This is later followed by curated events or branded pop-ups, Osman notes. “This helps people feel like they’re part of something bigger from day one.”

AFFECTIVE MARKETING COMES INTO PLAY-

“Most purchases in Sahel are made completely based on emotions,” El Adly notes. “You’re thinking of a project that you can bring your friends to. You’re thinking of a project that will make you somehow look good in the community. It’s like, I own there. This is the cool place. I’m one of the cool people. This is all emotions,” she elaborates.

There’s a stark difference between marketing for communities in Cairo and Sahel — and the proof is in the one bed, one bath pudding. When faced with a spacious beachfront villa in what’s now being called “El Sahel el Tayeb” — the early residential villages and gated communities — and say, a 100 sqm apartment in one of the higher-end developments, Sahel-goers are likely to opt for the latter, according to El Adly, who has been privy to many such transactions.

“The segment that’s fine squeezing an entire family into a smaller unit would never do so in Cairo, but because it’s Sahel, they’re fine with it.” Why? It’s simple — a sense of belonging. “This isn’t a need, it’s a want,” El Adly adds. This explains the marketing shift towards emotions, desires, and communities. Luxury housing is no longer the selling point, but rather what said housing gives access to. Developers know this all too well, and it’s been guiding the way they’ve been curating brand images.

IS THERE ROOM FOR CREATIVITY?

While most developers have indeed been bringing their marketing A-game, it remains a game of imitation. “Many seem to aim for replicating Hacienda’s and now Almaza’s success stories, while overlooking alternative offerings, which the market certainly needs,” Elhamy notes. He further explains that while bringing in the big names, big clubs, and big acts has been successful thus far, it puts into question the needs of other segments — who may still be craving what the Sahel of old offered, albeit with a facelift.

“There’s a large segment of buyers who want to spend their summers in a chill resort with less buzz,” Elhamy says, noting a market gap that remains largely unfulfilled.

There are, however, a handful of developments that cater to a zen-seeking clientele. Consider Ramla, Sidi Heneish Village , and Marsa Baghoush, among others. They’re just not heavily advertised by design and they pride themselves on being selective with their sales.

What’s overlooked? Community-led content, Osman believes. “Honest reviews go much further than polished campaigns,” he notes, further explaining that campaigns that highlight authentic experiences instantly build credibility.

Another open window? Off-season campaigns. Osman notes a surge in consideration and planning during non “Sahel season” months — especially for foreign buyers and expats who tend to plan their summers in advance.

Go digital, be transparent. Osman notes that digital utility tools — such as Nawy’s own interactive maps and other financial solutions — appear to be overlooked by most developers. “Buyers are overwhelmed by scattered information, unclear comparisons, and rigid payment options,” he adds, noting that digital tools and platforms that simplify the journey for clients go a long way to make sure their investment truly serves them — both financially and in terms of lifestyle fronts.

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