Factors shaping the global reputation of the UAE real estate market

In an era of artificial intelligence, machine learning and digitalization, a strong online presence is key to success and maintaining a reputation in the international marketplace. Nearly 90 percent of potential customers rely on online reviews and advice before interacting with a company, including the real estate market. The UAE real estate market is expected to reach a value of $0.69 trillion in 2023. Among its segments, the residential sector is projected to dominate with a value of $0.39 trillion in the same year. Moreover, a steady annual growth rate of 2.97 percent is expected to lead to $0.80 trillion by 2028.

In a competitive environment, developers and agents are actively working to build a robust online presence and reputation. Online reputation is of utmost importance as it has a direct impact on attracting potential buyers, investors and partners. To succeed in this digital age, marketers must understand the key factors that shape their online image.

When establishing a brand in the online space, many companies often prioritize visual aspects. While this has its share of truth, as images are often the first contact with potential customers, it's important to realize that building an online reputation goes beyond aesthetics. A well-designed webpage, a memorable domain name, engaging social media content and informative blog articles play an important role in building brand image. However, it is important for companies to remember that reputation is not a fleeting achievement, but a long-term investment. Focusing only on quick results can lead to neglecting the importance of building a solid reputation.

According to statistics from a recent study conducted by Reputation House, nearly 90 percent of potential clients rely on reviews and testimonials before interacting with a company, including real estate. Despite the differences in buying real estate compared to watches or cars, for example, customers still look for similar "alarms" across industries.

Fake subscribers:

Companies that buy subscribers often face serious consequences because of their decisions. When a brand boasts hundreds of thousands of followers but only gets a few likes and zero comments per post, it not only damages their reputation but also risks getting banned. Such practices certainly cause distrust among customers.

Fraudulent reviews:

Imagine a situation where one negative review is accompanied by ten positive reviews published on the same day. Such a suspicious template alarms customers, causing them to quickly close the tab on your site.

Simple one-page websites:

Although minimalism may be a growing trend, it is not suitable for the real estate market, especially in the UAE. The website serves as the primary means of communication with potential customers, and it is important to provide them with comprehensive information. A plain website with minimal details does not attract customers and leads to losing their attention prematurely.

Reputation experts see what's behind the brand.

Beyond the first "alarms" for customers, experts conduct a comprehensive analysis of a brand's online reputation, focusing on internal factors rather than superficial observations. They study the various aspects that contribute to the quality of a company's online presence. These factors typically include: website traffic, search engine visibility, content relevance and quality, mobile optimization, localization, search engine rankings, organic traffic, and brand-related keywords. Among them, localization is an important element for brands in the UAEreal estate market, as Arabic is considered essential for effective interaction with the target audience and local government authorities.

These are just some of the factors that experts consider when evaluating the quality of a company's online presence. Advanced reputation management companies are also harnessing the power of artificial intelligence and machine learning tools to analyze internal optimization and check the technical health of their websites. By paying attention to these aspects, companies can establish an effective online presence that resonates with their customers and establishes trust in the digital space.

Creating an online reputation requires a significant investment of resources and time. Instantly becoming a leader on the internet is unrealistic. It is a strategic approach that requires careful planning and foresight. To build a trusted real estate brand from the ground up, companies should consider the following steps:

• Define your corporate identity and values
• Provide value to your audience through content, products or services
• Be consistent in your communication and content
• Collaborate with social media influencers
• Actively connect with your audience and build a community around your brand
• Track your online presence and respond to reviews and mentions
• Promote positive reviews and manage negative ones
• Take advantage of current social media trends
• Attend industry events such as conferences and seminars
• Optimize your online presence for search engines.

Dima Rocket is an international business developer, serial entrepreneur and CEO of Reputation House. Over the past 15 years, he has successfully developed 16 companies in 6 countries. In 2015, Dima started online reputation management and in 2019, he became the head of the Hong Kong office. Rocket implemented effective go-to-market strategies and launched three innovative mobile apps that solve everyday problems for thousands of users. His passion for technology and its application in digital marketing solutions has led him to organize powerful events such as Digital Marketing Nights in Hong Kong, Reputation Awards in Hong Kong and Real Estate Reputation Awards in Dubai. Rocket is a professional speaker, sharing his knowledge on issues related to business, entrepreneurship and digital marketing. He is also active in angel investing and supporting promising ventures. He says, "The key is to deal with your online reputation all the time. If you don't have the resources to do this, it's worth seeking professional help, because every dollar invested in reputation pays off many times over in increased profits." To learn more about Reputation House, visit www.reputation.house.