Awali: Property expos create economical and real estate promotion despite the international financial crisis

Competitiveness seems to be the driving factor for these companies, who are looking for new avenues through which to market projects and present these to clients.

Awali has reflected that local and regional exhibitions are getting a lot of attention, despite the looming economical climate. Companies are now seeking to meet clients directly, and are benefiting from media exposure offered by these exhibitions in an effort to convey their message to their target audience.

On this topic, Mohammed Hussein Abdullah Al Nemer, Board Member and Chief Marketing Officer of Awali Real Estate Investments, said: "Real estate exhibitions are great marketing tools for projects. Expos comes second only to direct promotional marketing methods. Expos set up a perfect meeting place for investors and real estate developers, as manufacturers, marketers and consumers are gathered under one roof."

Al Nemer went on to say:

"Considering the international financial crisis, real estate exhibitions are considered fundamental cornerstones of the property market and an important element of the economy. Expos are great economical and real estate promoters; they encourage consumers to make purchases and deals by presenting architectural models and big discounts for visitors."

Expos also provide a direct meeting place for real estate investors, individuals, buyers and real estate developers. And, according to Mr. Al Nemer, expos are perfect places to exchange ideas and suggestions on how to enhance the property market, and to promote the quality of projects, which ultimately leads to developing projects that will fulfill the demands of investors and buyers.

Al Nemer noted that despite the wide range of opportunities that these exhibitions open up to meet new clients and strengthen ties with existing ones, companies often lack objective evaluation of their performance at the various exhibitions, such as exhibition timing and place factors, rate of sales, media exposure and public messages sent by the companies. This analysis is an important factor in recognizing strengths and weaknesses, and setting up standards for future participation.

Awali Real Estate Investments is currently developing the Awali City project, a mega residential city, comprising 136 plots specified for residential and commercial use. The city is located at Emirates Road, a mere 15 minutes away from Dubai Airport. The project stretches over an area of 33 million square feet in total, with investments amounting to Dhs10bn.

Awali City will include 17 to 50-storey towers, housing 120,000 persons. It is a freehold project, based on the regulations set by the government of Ajman. Plot distribution and road related works have recently been completed, enabling investors to start the construction process.