{"id":677410,"date":"2025-08-06T00:00:00","date_gmt":"2025-08-06T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2025\/08\/06\/the-art-of-hype-how-developers-build-the-buzz-around-sahel-projects\/"},"modified":"2025-08-06T00:00:00","modified_gmt":"2025-08-06T00:00:00","slug":"the-art-of-hype-how-developers-build-the-buzz-around-sahel-projects","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2025\/08\/06\/the-art-of-hype-how-developers-build-the-buzz-around-sahel-projects\/","title":{"rendered":"The art of hype: How developers build the buzz around Sahel projects"},"content":{"rendered":"

From <\/strong>ribbon-cutting on designer beaches to A-list performers<\/strong>, real <\/strong>estate <\/strong>marketeers are all about experiential marketing and community-building. <\/strong>With first-phase deliveries that are in many cases still years away, developers aren\u2019t letting their beaches stand idle: They\u2019re hosting events on their shores to try and drum up interest and boost sales in an increasingly crowded market. <\/p>\n

It\u2019s not just beach parties and DJs, although there are still plenty of those. Traditional <\/strong>marketing is no longer cutting it, and developers are getting creative<\/strong>. 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>, 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<\/a> hosted Awaken, an all-day wellness experience that included local and international wellness experts including Vishen Lakhiani, CEO of Mindvalley<\/a> and Misr Italia Properties hosted the Sukun Cosmic Wellness Festival<\/a>.<\/p>\n

\n

WHAT\u2019S OUDATED?<\/p>\n

Cold calls, text marketing campaigns, billboards, and real estate expos have perhaps <\/strong>been the most popular marketing tools \u2014 but they\u2019ve run dry<\/strong>. \u201cSuch 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,\u201d Nader Elhamy<\/strong>, founder and lead consultant at Toolbox Marketing Consulting, tells EnterpriseAM. For Elhamy, potential clients have become immune to these strategies, especially when they\u2019re not accompanied by something deeper. <\/p>\n

Large scale partnerships, immersive branded experiences, concerts, and concept <\/strong>beaches are among the effective, non-traditional approaches on the rise<\/strong>, according to Elhamy. \u201cThe age of wide-range cold calls and other \u201cbombarding marketing strategies\u201d is over \u2014 in its stead, strategies that are digital-first and data-driven. <\/p>\n

The key? Understanding client personas and delivering tailored experiences that <\/strong>resonate with their lifestyle preferences<\/strong> \u2014 that, in his view, is pivotal, considering \u201cticket size in Sahel comes in EGP 10s of mns\u201d at the minimum. <\/p>\n

\n

NOT THE BIGGEST EXPERIENCES, THE RIGHT ONES-<\/p>\n

You can host an exclusive invite-only Beyonc\u00e9 concert, and it still wouldn\u2019t matter <\/strong>if that\u2019s not who your future residents want to see. Any marketing strategy begins with proper segmentation and identification: \u201cWho are we trying to reach? What does that segment want to see? How can we make that happen?\u201d are among the first questions that need to be answered. It\u2019s all about telling the right story, to the right audience. \u201cPositioning the project not just as a property but as a lifestyle ecosystem is what consistently converts interest into bookings,\u201d Elhamy notes. <\/p>\n

This isn\u2019t a new phenomenon. Katameya Heights built and operated its club house <\/strong>long before the project was delivered.<\/strong> \u201cIt represented Katameya\u2019s community seed, and the entire project was built and sold catering to this core community,\u201d 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\u2019s early-bird exploration tour \u2014 complete with private jets and a lavish itinerary \u2014 some 10 years ago set the tone for what was to come, aligning \u201cinfrastructure with lifestyle aspirations,\u201d he adds. <\/p>\n

It\u2019s not just what you sell, it\u2019s how it\u2019s sold. <\/strong>For Elhamy, Almaza Bay is a success story in more ways than one. It wasn\u2019t just about the destination or its stunning beach, it was about curating a \u201ccompelling tenant mix\u201d \u2014 which in this case, included Sachi, Pier88, White and Blue, a flagship Gourmet, and a slew of other high-end retailers, setting the \u201czeitgeist for beach living\u201d and an all-around attractive community. That\u2019s what sells, says Dina El Adly<\/strong>, a marketing consultant and founder of Atlantica Management. <\/p>\n

Every category has its audience, and every audience has its needs.<\/strong> \u201cYou have those who already own units, first-time buyers, and people who are used to what the old Sahel had to offer,\u201d El Adly says. Traditional tools seem to be effective for the latter two groups \u2014 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. <\/p>\n

\u201cThey\u2019re not selling to the masses, it\u2019s all about the community,\u201d<\/strong> El Adly tells us. Trust and credibility are the pillars of their strategies, and the idea of getting residents in other communities to \u201cupgrade\u201d seems to be a major focus in most developer strategies. \u201cSahel is all about trends; every year, there\u2019s the new trendy place to be or the new trendy thing to try,\u201d she notes. Accordingly, developers are marketing partnerships first and foremost \u2014 often extravagant ones. El Adly believes that people care less about units and residences than they care about being somewhere that\u2019s \u201cnot boring\u201d<\/strong> \u2014 which increases resale value, and in turn proves fertile ground for investments. <\/p>\n

\u201cBuyers<\/strong> are now both investors and users<\/strong> \u2014 it\u2019s not enough to have a nice beach and four walls. They need comfort that they\u2019re securing their investment,\u201d Mohamed <\/strong>Galal<\/strong>, chairman of TSM Mall Management, echoes. <\/p>\n

\u201cThe smartest developers start with identity, not infrastructure,\u201d<\/strong> Abdel-Azim Osman<\/strong>, co-founder and chief marketing and product officer at Nawy, tells us. \u201cThey ask: Who is this place for? Is it for young couples, multi-generational families, digital nomads? And they build everything \u2014 beach clubs, fitness concepts, F&B, retail curation \u2014 around that persona. Osman adds.\u201d This is later followed by curated events or branded pop-ups, Osman notes. \u201cThis helps people feel like they\u2019re part of something bigger from day one.\u201d <\/p>\n

\n

AFFECTIVE MARKETING COMES INTO PLAY-<\/p>\n

\u201cMost purchases in Sahel are made completely based on emotions,\u201d<\/strong> El Adly notes. \u201cYou'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,\u201d she elaborates. <\/p>\n

There\u2019s a stark difference between marketing for communities in Cairo and Sahel \u2014 and <\/strong>the proof is in the one bed, one bath pudding.<\/strong> When faced with a spacious beachfront villa in what\u2019s now being called \u201cEl Sahel el Tayeb\u201d \u2014 the early residential villages and gated communities \u2014 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. <\/p>\n

\u201cThe segment that\u2019s fine squeezing an entire family into a smaller unit would never do so <\/strong>in Cairo<\/strong>, but because it\u2019s Sahel, they\u2019re fine with it.\u201d Why? It\u2019s simple \u2014 a sense of belonging. \u201cThis isn\u2019t a need, it\u2019s a want,\u201d 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\u2019s been guiding the way they\u2019ve been curating brand images. <\/p>\n

\n

IS THERE ROOM FOR CREATIVITY?<\/p>\n

While most developers have indeed been bringing their marketing A-game, it remains a <\/strong>game of imitation. <\/strong>\u201cMany seem to aim for replicating Hacienda\u2019s and now Almaza\u2019s success stories, while overlooking alternative offerings, which the market certainly needs,\u201d 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<\/strong> \u2014 who may still be craving what the Sahel of old offered, albeit with a facelift. <\/p>\n

\u201cThere\u2019s a large segment of buyers who want to spend their summers in a chill resort <\/strong>with less buzz,\u201d<\/strong> Elhamy says, noting a market gap that remains largely unfulfilled.<\/p>\n

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

What\u2019s overlooked? Community-led content<\/strong>, Osman believes. \u201cHonest reviews go much further than polished campaigns,\u201d he notes, further explaining that campaigns that highlight authentic experiences instantly build credibility. <\/p>\n

Another open window? Off-season campaigns<\/strong>. Osman notes a surge in consideration and planning during non \u201cSahel season\u201d months \u2014 especially for foreign buyers and expats who tend to plan their summers in advance. <\/p>\n

Go digital, be transparent<\/strong>. Osman notes that digital utility tools \u2014 such as Nawy\u2019s own interactive maps and other financial solutions \u2014 appear to be overlooked by most developers. \u201cBuyers are overwhelmed by scattered information, unclear comparisons, and rigid payment options,\u201d 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 \u2014 both financially and in terms of lifestyle fronts.<\/p>\n","protected":false},"excerpt":{"rendered":"

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