Finding the right buyers for luxury property in Dubai

The Challenge

A leading luxury property developer in Dubai asked Harvest to develop a digital strategy to drive leads for international property sales. The portfolio ranged from starter apartments to premium penthouses, with buyers targeted across the UK, US, Canada, and EU. The UK was the most active market.

The campaign needed to span all digital media and explore new frontiers — including programmatic — for the first time.

Our Approach

Using our Receptivity Framework, we identified moments and media environments where audiences would be most open to considering a property purchase in Dubai.

Rather than rely solely on broad interest signals, we focused on high-intent indicators drawn from rich, first-party data sources. For example:

• We partnered with travel and airline platforms to reach people who regularly flew to Dubai, prioritising Business Class and First Class travellers.
• We explored targeting opportunities with remittance providers, such as Western Union, to connect with people who sent money to the UAE and neighbouring Gulf states.

These signals gave us a way to pre-qualify audiences with a likely interest — and the financial means — to invest in Dubai property.

The Results

Together with optimisations of the paid search and Meta campaigns, we delivered sharp improvements in performance across digital channels — particularly against the core KPI of Cost of Qualified Lead.