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Real estate and influencers!

Walid Al Zarouni

October 25, 2020

In light of the tremendous and accelerating development in the world of technology in which we live today, the real estate sector has increased dependence on promotion by social influencers, which is important in keeping with the new media market and our government's aspirations for a real estate boom.

However, some may notice that there are legislative violations and advertising exaggerations by some influencers, the most important of which is that the real estate product is advertised without informing the regulator of the real estate market in Dubai, which is (Dubai Land Department), which increases the harm to all parties, whether the buyer Or the developer, is there a legalization for some to override the controls of real estate promotion set by the department’s regulations and the concerned media?

Finally, influential marketing, through social media, blogs and digital ads, has become more popular among real estate companies, so this activity must be legal and professional, and authorized by the department and the relevant media agencies, as is the case with regard to health advertisements, as the National Media Council issued Finally, a decision was circulated on all social media about the requirements of health or commercial advertisements through social media, as it was met with the approval of the community, and raised awareness of that topic, and here we wish social influencers to take into account this decision, to avoid falling into violations from where they do not know .

We also wish to guide these social influencers, especially in the real estate sector in the country, because it is a sensitive sector and annual transactions in it exceed 200 billion dirhams, despite the circumstances of the Corona virus, and therefore, any problem may affect the reputation of the sector as a whole.

Here we suggest to colleagues in the real estate sector to regulate the affairs of real estate advertisements in terms of the advertising content provided by the influencer, and the validity of the information circulated, and the influencer who wants real estate advertising must inquire about the project in terms of its quality and reputation of the developer, and whether the advertisement for the project is authorized by Land Department or not.

Here, thanks and appreciation must be directed to the colleagues at the Real Estate Regulatory Agency (RERA), which spare no effort to control the marketing process, as it has finally carried out inspection campaigns aimed at checking advertisements permits, and ensuring that the various parties adhere to the circulars and laws in force in the emirate, The department also carries out the necessary oversight and regulations, including the "licensing" system, which was established to confront this phenomenon, and the ball is now in the playground of the developer, the investor and the "influencer". The developer must control his permits, and the investor must not be led by false advertisements and report them. Moreover, the "influencer" must be sensitive to God and his followers, and to make sure of the real estate product that he offers on his platform.

Dear Investor .. The circulars issued by the department, which provide advice and guidance, to be taken into the highest degree of caution and caution when dealing with various forms of advertisements, especially fake and unlicensed advertisements, must be followed up.

Finally, we hope that real estate ads will be placed on local newspaper platforms, which are strong, reliable and sophisticated platforms, rather than wasting them on personal platforms that may lack professionalism and media credibility.

Real estate expert, Chairman of the Board of Directors of "W Capital" real estate brokerage

To read the previous articles of the writer please click on its name .

Influencer marketing activity must be legal and professional.