By: Meenakshi Khanchandani – Marketing Director of Sankari

UAE is home to the global citizen, offers a dynamic lifestyle, and is a business destination. Residents are spoiled for choice when it comes to celebrity exposure, whether it is through public events, private parties, or spotting them in the malls. From entertainers to sports celebrities, from celebrated chefs to artists, we have seen it all. 

From a marketing perspective, celebrity collaborations provide a robust tool for building brand equity and communicating brand values in a way that sticks. However, the approach has evolved to be about a perfect fit and long-term value. The focus has shifted from tactical to strategic. 

How is this celebrity power being leveraged by the real estate industry? 

Communicating brand values

Although international celebrities are in the limelight, many regional and local celebrities have a strong appeal. The real estate industry has creatively leveraged the power of their appeal to communicate brand values. A celebrity endorsement or collaboration is based on aligning core brand values and a complimentary tone of voice. The celebrity is considered an extension of the brand. This may be a tactical approach but is done with a strategic objective – communicating the values of the brand/ the business. 

Building equity and trust

Each celebrity brings their energy and perspective. They can play an essential role in building substantial brand equity and showcase the core principles to create trust. Brands can leverage the credibility of the appointed celebrity to establish their own. 

Optimizing digital outreach

Social media platforms have become the voice of brands and enable them to create a wider footprint for their marketing efforts. Moreover, this content lives on the brand’s digital landscape for long-term impact. 

With its vibrant real estate market and diverse population, the UAE is a perfect example of how celebrity influence can be effectively harnessed. Numerous success stories in the region demonstrate the power of this strategy. As brands continue to be more sophisticated in their marketing efforts, the strategic use of celebrity partnerships will play an important role in defining brand identities and driving brand equity..

The impact of celebrity brand ambassadors in real estate is multifaceted and evolving. By focusing on the right fit rather than just popularity, brands can create meaningful connections, enhance their market position, and achieve their marketing goals. As we move forward, this trend is set to elevate how real estate brands communicate and engage with their audiences.