Until now, investing in Dubai’s booming property market meant large upfront capital, complex paperwork and often being physically present. Deed removes all of that and with just a few clicks, users can register, verify their identity and start investing in handpicked, professionally managed properties, all within minutes.

Once you have invested, you can now receive monthly rental income from your share and benefit from the appreciation once the property is sold where any capital gains will be distributed amongst the investors. From browsing properties to making your investment, the process is 100% digital and can be done from anywhere in the world.

Whether you’re investing AED 500 or AED 50,000, Deed offers access to one of the world’s most dynamic real estate markets without borders, stress, or large capital requirements. Thousands of users joined Deed’s waitlist during its soft launch, reflecting the growing demand for modern, accessible wealth-building tools. Now, with the public launch, anyone can get started.

Real estate has long been a cornerstone of wealth-building, especially in a prime and surging market such as Dubai, but for many it has felt out of reach. Deed changes that by combining smart technology, professional property management, and robust financial regulation to offer a truly accessible alternative allowing anyone to invest in one of the world’s most appealing and continuously thriving markets.

Value beyond the build

Branded residences frequently achieve premiums of 30%—and in some markets, over 100%—compared to non-branded counterparts. The real value lies not in logos or celebrity endorsements, but in the trust, quality, and consistency that strong branding conveys. But not all branding delivers equal results. The scale of premium depends greatly on the brand’s alignment with the lifestyle, location, and end-user aspirations.

In Dubai’s Meydan district, The Woodland Residences signifies a turning point in branded real estate, heralding a milestone collaboration between AMIS and Laminam. This partnership brought Automobili Lamborghini branded surfaces to grace every villa within the project. The opulent surfaces, expertly embedded into the wall cladding across common areas, not only elevate the visual appeal but also add real value to the properties, presenting a distinctive and enriched experience for discerning homeowners.

Another example is the Armani Residences in Burj Khalifa, perfectly blending high-end design with minimalist elegance. Designed by Giorgio Armani, the interiors reflect the fashion mogul’s refined aesthetic, while residents also gain access to the world-class amenities of Burj Khalifa, such as exclusive lounges, fine dining, and fitness facilities.

In addition to Armani, other prestigious names like Elie Saab, Versace, and Fendi have also ventured into Dubai’s branded residence market, bringing their signature style into residential living. Such collaborations infuse homes with distinctive designs and luxurious finishes, ensuring that each residence is an extension of the brand’s identity.

The ‘halo effect’ on surrounding properties—real but inconsistent

In some neighborhoods, a branded tower acts like a rising tide—elevating the value of nearby properties. But this halo effect isn’t guaranteed. It depends on the exclusivity of the brand, the scarcity of such offerings in the area, and whether the brand delivers a transformative experience or merely decorative prestige. When done right, branding can catalyze district-wide regeneration. When done wrong, it fades into background noise.

From branded residence to branded ecosystem

The future of branded living may not lie in standalone towers, but in branded ecosystems—integrated districts where the brand influences everything from F&B and wellness to mobility and cultural programming. Imagine a fashion brand that extends its aesthetic into co-working spaces, galleries, and wellness clubs within a branded zone. Or a telecom brand that brings hyperconnectivity and smart infrastructure to a full neighborhood, not just individual apartments. As residents increasingly seek seamless, lifestyle-first environments, developers and brands have the opportunity to co-create community-based offerings that transcend four walls.

Buyers seek prestige, service, emotion and resale potential

Branded residences appeal to emotion as much as economics. Buyers are drawn by prestige, service levels, and resale performance—but increasingly, by the intangible sense of identity and aspiration. Branded homes are more than financial investments—they’re bold expressions of lifestyle and identity. And as global wealth flows diversify, emotional brand affinity is becoming as important as the address itself.

Measuring the ROI of emotion

Trust, aspiration, identity. These “soft” factors are beginning to show hard economic outcomes. Projects with high emotional brand alignment often enjoy lower vacancy rates, longer ownership cycles, and stronger referral demand. Developers who can quantify emotional ROI—via engagement metrics, resale patterns, or satisfaction indices—will be better positioned to attract strategic brand partners and differentiate in a crowded market. Emotional resonance is becoming a measurable asset class.

Substance vs symbolism

There are two types of branded projects: those that integrate the brand into every layer, and those that apply decorative branding as a final touch. The former bring tangible advancements in design, amenity, and service—sometimes co-developed with the brand’s core teams. The latter rely on marketing without meaningful differentiation. The industry must be cautious not to dilute trust by overusing brand alignments that add little to the lived experience.

The risk of saturation

As more global brands—from fashion and sports to automotive and hospitality—enter the residential space, there’s a risk of brand fatigue. Exclusivity, after all, is a finite resource. If every tower is ‘branded,’ the value of branding itself starts to decline. The future success of branded residences will depend on authenticity, innovation, and selectivity—not just star power.

Future-proofing branded developments

As tech, climate, and consumer behavior evolve, branded residences must stay ahead of the curve—not just aesthetically, but operationally. The next generation of branded projects will likely be judged on sustainability credentials, digital readiness, and flexibility of use. Brands that invest in smart-home systems, wellness architecture, and regenerative design will not only future-proof their developments but also lead the narrative on what modern luxury truly means.

Longevity in branding will depend not on nostalgia, but on relevance to tomorrow’s lifestyle.

The limitations

The concept of nationality-based segmentation is simple; targeting potential buyers based on their national origin, assuming that nationality correlates directly with preferences, behaviors, and investment goals. But does this approach recognize the complexities of modern investors? Nationality, while important, does not account for the diverse motivations, preferences, and behavioral patterns within each demographic.

Take British investors in Dubai for instance While they might share a common nationality, their reasons for investing could vary drastically. Some are drawn by Dubai’s tax advantages and property yields, others by a desire for a vacation home or a base of operations in the region. A one-size-fits-all marketing message targeting all British buyers will inevitably fall short of addressing their individual needs. Relying too heavily on nationality also disregards emerging markets and niche segments that do not align with conventional national groupings.

In the case of Dubai, the influx of buyers from countries like Canada and the United States, driven not just by traditional investment but by lifestyle changes, signifies that investors now seek more tailored, personalized experiences rather than generic, nationality-based messaging. This points to a more nuanced approach—one that goes beyond demographic segmentation to look at the psyche and lifestyle of potential buyers.

Moving towards psychographic segmentation

The solution lies in psychographic segmentation, a more sophisticated method that focuses on understanding the values, interests, behaviors, and lifestyles of potential buyers. Through targeting specific motivations rather than broad nationalities, marketers can create more compelling and personalized strategies that resonate with their audience on a deeper level.

In Dubai, a melting pot of nationalities, psychographic segmentation offers the advantage of tailoring marketing strategies to align with the diverse desires of global buyers. Whether they are seeking a luxury property with world-class amenities, an investment opportunity with high returns, or a family-friendly environment, understanding the specific psychographics of each buyer type enables real estate professionals to build a more engaging and persuasive narrative.

Key psychographic segments in Dubai’s real estate market

Lifestyle seekers

This segment includes buyers prioritizing luxury, wellness, and community living. They are often drawn to upscale developments offering world-class amenities, spas, fitness centers, and access to green spaces. The growth of Dubai’s wellness and hospitality sectors speaks volumes about the rising demand for properties that cater to these lifestyle-oriented buyers.

Investment-focused buyers

Investors in this category are primarily concerned with high rental yields and capital appreciation. This segment includes individuals from around the world, including Europe, Asia, and beyond, who view Dubai as a stable market for long-term returns. Targeting this group requires presenting detailed financial projections, highlighting rental yields, and showcasing the city’s robust growth trajectory.

Family-oriented purchasers

For families, the key decision-making factors include proximity to schools, safety, and access to recreational activities. Dubai has evolved into a family-friendly hub, with an increasing number of developments designed for those seeking a comfortable, community-focused lifestyle. Catering to this segment requires emphasizing child-friendly amenities, schools, and parks within specific developments.

Digital nomads and remote workers

A growing segment within the real estate market, digital nomads and remote workers value flexibility, connectivity, and access to vibrant communities. Dubai’s booming co-working spaces, cafes, and flexible living arrangements have become a draw for this group, particularly as more people seek an alternative to traditional office life. Property developers that offer flexible leases, well-connected areas, and a strong sense of community will resonate with this segment.

How to implement psychographic strategies effectively

To tap into psychographic segmentation, real estate marketers must embrace a data-driven approach that allows them to craft targeted, personalized marketing strategies.

Data collection

Marketers need to gather relevant data through surveys, social media analytics, and direct customer feedback. Insight of this nature will help create a comprehensive understanding of buyer preferences and motivations, empowering marketers to craft campaigns that speak directly to those needs.

Personalized marketing

Rather than employing broad advertising tactics, real estate marketers should develop campaigns that speak to specific psychographic profiles. For example, while lifestyle seekers may respond to visuals of serene, luxury living spaces, investment-focused buyers may prefer a more analytical approach highlighting return on investment and long-term growth potential.

Flexible offerings

Developers must design properties and amenities that align with the unique needs of different segments. Flexibility is key—whether it’s offering a range of property sizes, varying lease terms, or specialized amenities like co-working spaces or wellness centers, understanding the desires of each segment is essential.

Ongoing engagement

Real estate is a long-term investment, and buyer preferences can shift. Continuous engagement through personalized communication, updates on market trends, and tailored recommendations ensures that marketers stay relevant and maintain strong relationships with potential buyers.

The future of real estate marketing in Dubai and beyond lies in understanding the deeper motivations behind a buyer’s decision—motivations that go beyond nationality to encompass lifestyle, values, and aspirations.

For real estate professionals, embracing this shift will not only help differentiate their properties in a competitive market but also cultivate lasting relationships with buyers. In a world where personalization and relevance are key, the ability to tailor real estate offerings to a buyer’s psyche rather than their passport is the true path to success.

To ensure a fair and transparent approach concerning assets and liabilities and to streamline the determination of the initial budget ahead of the new system’s implementation, DLD advises referring to Ministerial Resolution No. 120 of 2023, specifically Clause 3 of Article Two, where the relevant government entities in the UAE determine the market value of eligible immovable funds.

Consulting this decision ensures a seamless transition from the period before the corporate tax law’s implementation and simplifies the process of establishing the initial budget. The Ministerial Decision will apply to specific assets and liabilities, including immovable funds, intangible assets, financial assets, and financial liabilities held by businesses before implementing the Corporate Tax Law.

Notably, the decision provides more flexibility to the real estate sector, as businesses with immovable funds calculated on the basis of historical cost can determine the basis of the facility, either using the time division method or the evaluation method. This allows groups to select the approach that best suits their needs for each asset.

What is the condition of the Middle East’s real estate industry today? What digitally smart solutions can mediator platforms like Property Finder offer?

I have observed a significant increase in maturity and transparency in Dubai, which can be attributed to the efforts of the elite in raising the bar and enhancing the overall quality. This progress stands out in the Middle East, setting a super high baseline for other countries in the region to follow. Our strong relationship with the DLD (Dubai Land Department) goes beyond just integrating permit checks; we also provide a unique index called 'Mo'asher' that serves as a blueprint to educate other regions. We are actively engaging with governments and regulators in other countries to replicate the successful practices we have implemented. Digitalization has been a key focus for us, and we have encountered offices where paper-based processes still prevail, causing issues with property title claims. Our aim is to establish a trustworthy marketplace, even in the absence of strict regulations, by offering a blueprint that can be adapted and applied to facilitate digitalization and regulation in other countries. That sums up our current efforts and initiatives.

Are there any consumer insights that you've tracked in the realm of making the real estate industry in the region more accessible to the target audience?

Technology plays a crucial role in our ability to scale effectively. For instance, when considering master plans and the prospect of doubling our population, technology becomes indispensable for facilitating transactions and instilling trust, especially for international investors. We understand the importance of ensuring investors a seamless and trustworthy experience, which is why we rely on technology to streamline processes.

Our approach to using technology differs from the typical consumer perspective. We actively track all interactions between consumers and agents, assessing the quality of responses based on response rate and time. By employing technology to facilitate queries and confirm property availability, we can combat fake listings and ensure that all listings on our platform are legitimate.

In this context, technology also enables us to involve consumers in a feedback loop, empowering them to contribute to the verification process. Their inputs are invaluable in validating listing accuracy, and if any discrepancies arise, we promptly remove or update the listings accordingly. These capabilities are simply not feasible on a one-to-one basis with manual work. By leveraging technology effectively, we can enhance trust and transparency throughout the system, providing a reliable marketplace for all stakeholders.

Are there any trends actively emerging in the prop-tech industry? How are you planning to address them in your role for Property Finder?

Our primary focus lies in bridging the gap between advertising properties and fostering a strong relationship between consumers and the agents involved in selling or renting those properties. This is the core of our journey, where it all begins and ends.

An example of our commitment to enhancing the consumer experience is our acquisition of a start-up last year, which initially had a business-to-business (B2B) proposition centered around property valuation and asset management. We successfully transformed this into a consumer-oriented proposition, making complex property information more accessible and understandable for individuals who may not be well-versed in real estate matters.

As part of our ongoing efforts to educate consumers, we will soon be launching an interactive platform designed to provide valuable insights. Through this tool, consumers can explore an affordability map, enabling them to identify suitable areas to live in based on their family size and specific preferences. For instance, if they have small children, the map will guide them toward family-oriented neighborhoods with appropriate amenities.

Our approach also involves staying attuned to changing trends and evolving market demands. By analyzing master plans and monitoring shifts in property development, we recognize the growing emphasis on lifestyle and amenities in various communities. Our acquisition of the start-up has facilitated our ability to follow and adapt to these trends, further enriching our consumer proposition.

How do you envision Property Finder becoming a significant part of the digital transformation this industry is going through now?

The crux of our approach lies not solely in the technology itself but rather in how technology serves as a powerful enabler. When addressing a professional audience, we emphasize the importance of essential real estate fundamentals, such as accuracy, availability, and authorization. These form the bedrock of our platform's reliability.

To ensure accurate listings, we employ advanced technology to meticulously examine and verify the vast number of property images available on our website, ensuring they accurately represent the properties and eliminating duplicates or misleading content. This process involves sophisticated algorithms and diligent checks, providing users with a trustworthy experience.

Similarly, the concept of authorization is crucial in maintaining integrity throughout the platform. We take inspiration from Dubai's blueprints, utilizing permits and APIs provided by the government to ensure authenticity. While we may not directly rely on government processes, we have automated the verification process, confirming that sellers are genuine landlords. This validation can be accomplished through various means, such as cross-referencing utility bills or other relevant documents, all facilitated by technology.

By staying true to these fundamental principles and employing technology strategically, we create a robust and reliable platform that instils trust in our users and enhances their overall real estate experience.

According to the Global Gender Gap Report 2022 by the World Economic Forum (WEF), it would take 115 years for the Middle East and North Africa (MENA) region to reach gender parity. The share of women hired into leadership positions in these countries increased from 33.3% in 2016 to 36.9% in 2022. However, progress was slowed during the pandemic with annual hiring rates at 35% in 2019-2020, but increasing to 36% in 2021. In real estate, the global percentage of women in leadership is only 29%, which is lower than all other listed industries.

In light of the above, Property Finder aims to create a more gender-balanced real estate sector in the region by boosting women’s representation in leadership positions. Having both men and women involved in decision-making broadens perspectives, increases creativity and innovation, diversifies the pool of talents and competencies, reduces conflicts, improves the decision-making process, hence improving the economy.

The company has identified several outstanding female leaders who are shaking up the industry. SheForShe Empowered by Property Finder aims to make their stories heard to inspire others and provide a platform where they can mentor the next generation of leaders.

The campaign is chaired by Sevgi Gur, Chief Marketing Officer at Property Finder. Ambassadors and mentors include Alessia Sheglova, CEO of Dacha Real Estate; Safura Abasniya, Partner and GM at Aston Pearl; Kika Pavese, MD of MD Real Estate; Linda Muldoon, owner and Director at The Urban Nest; Wendy Stapleton, MD at Hunt & Harris; Louise Heatley, owner and MD of Exclusive Links Real Estate Brokers; Natalya Muzaleva, MD of RePublik Real Estate; Hanan Janho, MD of Emirates Properties; and Zahrah Bacchus, Director of Key Accounts at Property Finder.

Sevgi Gur, Chief Marketing Officer at Property Finder and Chair of SheForShe Initiative, said, “At Property Finder, we believe we can improve the real estate market in the MENA region by promoting gender equality in the industry. 'SheForShe' is extremely powerful as it is the first platform created by women for the next generation of women. This platform will enable us to share today's female leaders' great stories and collective wisdom to inspire others and help them build their confidence to achieve more.”

The six-month capacity-building program will involve mentorship and extensive training. Highly qualified and experienced mentors will guide the participants on overcoming common industry challenges and coping with changes in this fast-paced setting.

A selection committee will shortlist 20 applicants for an in-person interview, after which 10 candidates will be chosen to participate in the initiative. Women who complete the program will receive a certificate. In addition, SheForShe by Property Finder ambassadors have signed an MOU outlining their promise to raise awareness around the program, its initiatives, and objectives while committing to facilitate a change to make the UAE a more gender-equal market.

Mobile marketing: A simple, yet advanced strategy

Currently, the world is rapidly moving towards digitalization, resulting in large-scale transformations across multiple aspects of life. The evolution of smartphones is an ideal example, which has spawned new digital sectors and provided several industries with a competitive edge. Industries, including the real estate sector, are leveraging the latest advancements such as mobile marketing to their advantage. While not entirely new, this approach is currently being adopted across all the sectors, due to its various underlying benefits. Mobile marketing is an advanced strategy that uses a variety of techniques to promote businesses to users. These include the use of social media platforms, video and image advertisements within applications, and more. Several realtors across the industry have effectively incorporated mobile marketing strategy into their operations. Apart from the success, the technique also enables real estate companies to retain a sizeable amount of its customers.

An ideal illustration of mobile marketing includes the advertisements that pop up while using tablets, smartphones, or other mobile devices. It is quite impossible for real estate agents to be present round the clock on site and clarify doubts and queries from the clients. Therefore, new, and inventive ways must be used to promote unique strategies like mobile marketing for real estate.

According to several industry reports, the majority of individuals who intends to purchase a new residence, surfs the Internet for their research. Given the number and widespread usage of Internet, the Middle East has observed an increase in this trend recently. The Global Media Insights Internet statistics revealed that 9.98 million UAE citizens, or 99.01% of the nation's total population, presently use the Internet. The report also highlights the 9.80 million smartphone users in the UAE, who spends approximately 4 hours and 35 minutes online. This suggests that mobile devices make up 58.51% of all Internet usage in the country. Realtors can capitalize on this to promote their business as this percentage is only anticipated to grow.

Owing to the wide variety of social media platforms, websites, and mobile apps offering their own distinct and specialized mobile advertisement alternatives, the mobile marketing ad formats, its customization, and styles can differ. Personalized SMS campaigns such as Agent Mobile App Invitation automatically send text messages to your database members wishing them [well] on their birthdays or anniversaries, sending holiday greetings, brochures, coupons, or SMS contests. Mobile marketing can offer clients and potential customers who utilize smartphones with customized time and location sensitive information when executed properly. This enables customers to receive the precise information they require, at any time.

Taking into account the aforementioned factors, companies need to execute the strategy accurately in order to witness remarkable results, including exponential increases in sales or leasing revenue. Businesses fail to obtain the anticipated outcomes owing to the misaligned marketing priorities and budget limits. Having a proper spending expenditure and utilizing mobile marketing more effectively, with the help of cutting-edge technologies like QR codes, beacons, blockchain, NFC, and artificial intelligence in the real estate business, is one of the main ingredients for improving the company’s marketing ROI.

This indicates that the percentage of realty firms using mobile marketing is only projected to rise in the coming years, since it has proven to be a more effective communication tool to reach the right audience, as most of the population own smartphones.

As more and more investors flock to the UAE owing to its world-class infrastructures and opulent lifestyle, the demand for rentals and residences has risen tremendously, resulting in high competition in the real estate market. Given that the majority of the customers use their smartphones or tablets to research while purchasing a residence, making sure that the realtors have a strong online or mobile presence is crucial at the present. Additionally, it gives clients the opportunity to communicate and interact directly with the company's real estate agents, improving and developing relationships with both potential and current customers. The primary goal of the real estate companies should be to adapt quickly to the digital transformation in order to ensure maximum revenue and competitiveness.

Amid the excitement, the real estate giant has also revisited its plans for Palm Jebel Ali, a megaproject that has been dormant since 2009. The news comes in with a surge in demand for beachfront villas and apartments. “We confirm that the Palm Jebel Ali masterplan is being revisited. Further details will be released in due course,” Nakheel told Communicate. Palm Deira, which was renamed, Deira Islands and is now known as the Dubai Islands is also on Nakheel's agenda to contribute to reinforcing the emirate’s position as a global destination of choice for residents, visitors, and investors.

2021 satellite photo of Southern Dubai. Right to left, you can see Palm Jebel Ali, Jebel Ali Port, Dubai Marina, and Palm Jumeirah. Photo Credits: Planet Labs

Through this rebrand, Nakheel is also aligning itself with Dubai’s 2040 Urban Masterplan which is a comprehensive breakdown provided by the government for sustainable urban development in Dubai. The plan focuses on enhancing people’s happiness and quality of life, which is very similar to Nakheel’s rejuvenated brand anthem.

Communicate speaks with Abed Bibi, Chief Marketing Officer at Nakheel to further understand the developer’s stance on this re-brand.

In image above: Abed Bibi, Chief Marketing Officer, Nakheel

Why did the brand decide on a new identity at this time?

Nakheel is on a path of transformation. While the old identity has established the brand over the last 20 years, it was time for us to go through a re-brand that echoes our brand values in a digital world. Our values, “We serve, we deliver, we work as one,” are aimed at evoking a sense of culture among our people, our communities, and all those who believe in our brand.

What does this new identity aim to convey? How does it echo the brand’s values?

Since we’re specifically known for developing properties near the water, we like to call ourselves the master of the sea. All our projects either bring water to the living communities or we build our communities on water, so we wanted to highlight elements of water and land in this re-brand. Which we did with the color palette. Moreover, we are focused on delivering happiness to our communities through luxury living as well as experiences.

As a luxury real estate developer, how does Nakheel manage to engage the younger generations across the region?

Through this re-brand, we are looking to target the younger generations. The generation who doesn’t care about owning expensive cars but more about experiences. While we’re also connecting with our young followers over social media, we also involve them through various initiatives. Our Live Well program is a series of community health and wellness initiatives organized every month, implemented by our Communities Management Team is one such example.

How does this identity align best with Dubai’s 2040 Urban Master Plan?

Dubai is known as the emirate of happiness and in line with the Dubai 2040 masterplan, we are working on building sustainable solutions for our communities and educating them to make wise choices in living responsibly. We are focusing on building both high-end premium luxury villas as well as villas that offer consumers a more sustainable living environment. Therefore, enhancing the future for our communities to have a better life quality.

The comparison isn’t apples-to-apples – the Case-Shiller index tracks actual housing while the Metaverse index tracks virtual parcels –  but it’s nonetheless surprising that the growth of virtual real estate prices has outpaced that of physical real estate by 532%. Why might that be? Let’s dive in.

What’s the utility of metaverse property?

Blockchain-based virtual real estate (VRE) offers both present-day and prospective benefits to the people who own it. Let's take a look at both types of amenities.

Present-day utilities

• Embedded videos, images, NFTs, and interactive objects
• In-game single-player and multiplayer activities
• Play-and-earn integrations
• Screen-sharing and town hall functionalities
• Access to private events and NFT-gated communities

This last feature – access to private events and exclusive communities – has been a big driver of NFT demand to date, and it looks to be translating into sales of virtual real estate. Bored Ape Yacht Club, for example, has always bundled its NFTs with entertainment, socialization, and digital community. and they’ve since parlayed that appeal into a $310 million metaverse land sale.

Prospective utilities

• Renting and leasing
• Free airdrops of future VRE NFTs
• Future AR/VR integrations and functionalities

Not all metaverse projects have all of these utilities, but most of them have a combination of many.

Where’s the most affordable metaverse housing?

The biggest differences in metaverse land pricing seem to be between blockchains, not within them. Relative to metaverse land on Ethereum, metaverse land on Solana has much lower entry-level pricing.

They’ve also, like metaverse projects, exploded in popularity and funding. DappRadar recently reported that blockchain-based gaming activity has increased 2,000% over the last year. Furthermore, blockchain-based game companies fundraised $2.5 billion last quarter, up 150% from the quarter before.

But what about traditional games and game companies? What would happen if already-popular games adopted NFTs and cryptocurrency? Let’s take a look and see (with a healthy suspension of disbelief).

A blockchain gaming thought experiment: EA Sports on the blockchain

In the fiscal year 2021, Electronic Arts (EA) generated $1.62 billion from its FIFA, Madden, and NHL Ultimate Team offerings.

In Ultimate Team (UT), players assemble, trade, and compete against one another with a squad of athletes, each of which is represented by a trading card. Players can buy packs of 12 to 30 of these trading cards with either point, which can be purchased with real money, or coins, which can be collected for free by playing. Players can then sell the cards they’ve drawn to other players in exchange for coins – but they can never convert these coins into points or real money.

At least in theory. In practice, despite EA’s best efforts, there’s a gray market for these coins that undercuts EAs pricing. For example, to buy an Ultimate Pack – EA’s highest-tier and most expensive pack – players must spend either 2,500 points or 125,000 coins. Bought with points purchased from EA, this pack costs $23; bought with coins purchased on the gray market, this pack costs $7.50.

In other words, this gray market both threatens EA’s main revenue stream and makes “good citizen” players worse off. When third parties sell these coins for real currency, EA gets nothing – but players get three times the value for money.

But what if, instead of maintaining a closed-loop economy and forgoing this revenue leakage, EA minted their trading cards as NFTs, which could then be sold between players on a secondary market? How would this alter their revenue – and create new ways for players to make money?

For one thing, it would introduce a new revenue stream for EA. Usually, when an item is minted as an NFT, a portion of every sale is passed back to its creator as royalty. UT already features a 5% transaction fee on its player-to-player market – so this is hardly unprecedented– but today it’s not an actual revenue stream. Instead, it’s a “gold sink” – a way to prevent coins from hyperinflating.

For another, it would heighten the concept of rarity. While no cards in today’s UT economy have a predefined supply, this is the de facto standard for NFTs – and a key reason why they can fetch such high prices.

Lastly, it would give UT players the ability to make money. This is a win-win: if players can sell their cards for cryptocurrency, they can earn back some or all or even multiples of their original spending; if EA enables these trades, they can collect a small slice of every sale price.

Modeling Ultimate Team with NFTs

We now construct a simple financial model for both EA’s revenue and Ultimate Team players’ earnings in a game mode reimagined with NFTs.

Assumptions:

• 25 million active players. Ballpark estimate based on EA statements.
• $65 annual player spend. Ultimate Team revenue ($1.62 billion) divided by active players.
• 5% resale royalties. A common rate for NFTs.
• NFT primary sale price = secondary sale price. While improbable – any given card could sell for more or less than its primary sale price – this simplifies the model.

Variables:

1. Annual resales: 100% | 300% | 500%. This means that for every $1 of annual player spend, there is $1 | $3 | $5 of secondary market activity.

It’s worth noting that in this model, primary sales would still be EA’s main revenue driver. But the secondary sales, while accounting for only a fraction of EA’s $1.87 billion in revenue, would benefit players immensely. Even if we relax the assumption that the NFTs hold their original value, players of Ultimate Team could still walk away with hundreds of millions in earnings collectively – a far cry from the $0 they earn as “good citizens” today.

The metaverse is fast-approaching

All trends point to the metaverse. Virtual real estate now offers real-world utility; VR technologies are coming closer to reality; and blockchains are imbuing digital ownership with meaning.

A copy of the full research can be found here.

Nelson Sequeira, Chief Growth Officer & COO of Tonic International

Originally, it was associated solely with aesthetic components such as logo, business name, design, tagline, brand colors, packaging, and other visual elements. Even Cambridge Dictionary used to define it as “the act of giving a company a particular design or symbol in order to advertise its products and services.”

But branding has gone through a tremendous transformation since then—an evolution that has continued to challenge traditional views and combined other fundamentals not previously considered such as customer experience, vision and mission, values, reputation, advertising, and social responsibility. All this works together to establish an overall profile and character of the business, beyond what it sells or offers. It is for this reason that branding should already be discussed as early as the business conception stage to have full control of the narrative that a company aims to project as soon as it starts its operations.   

Why is real estate branding important?

Real Estate Developments / Projects are always looked upon as the major feeder to GDP growth and in the real estate sector implementing and investing in a multifaceted branding, the approach can help drive any organization’s success. It brings forth benefits that are necessary for a business to exist, effectively compete and flourish. Realtors and brokerages leverage branding to push for a reputation that not only converts to sales but, more importantly, generates client trust and confidence. Many real estate brands thrive on an excellent reputation built on integrity, consistency, results, communication, transparency, and industry knowledge.

A large percentage of real estate agents have been unable to fully take off their business and reach new heights due to a lack of an effective branding strategy. Such a strategy, which can complement a person-to-person marketing technique, is now simple to execute thanks to social media, digital innovations and the power of the internet.

Many enterprising brokerages have turned to Facebook, Twitter, Instagram, TikTok, and other social media platforms to add value, provide information, and convey relevant information as part of their brand-building efforts. By creating an active presence in these channels, their target market can easily find and reach out to them. Developing and maintaining an appealing website also lends credibility to the brand.

Regardless of the channel, whether offline or online, one should keep in mind that the quality of a brand and it's messaging should remain consistent and adhere to existing guidelines.   

Branding aids in emotional bonding

Real estate is in the business of helping people make one of the biggest purchases or sales of their lives. At the heart of creating and sustaining a brand, therefore, should be nurturing a connection with targeted emotional homebuyers, ROI buyers, asset builders, and brokerage companies.

Branding is the first crucial step to building relationships and gaining the confidence of clients and partners. This makes a hands-on approach to establishing attractive, flexible, and top-level brand assets highly pivotal. It enables a real estate company to win clients and their confidence, loyalty, and recommendations, with a positive impact on the bottom line.

For branding to work and be authentic, an organization must dig deeper into its expertise to discover and showcase its unique selling propositions. It enables a real estate company to position itself in the market as a provider of new and distinct property solutions that transform lives and deliver long-term value. This must be reflected in its brand image and reputation.  

In the real estate community, an effective branding strategy makes a huge difference in a company’s efforts to distinguish itself from the competition. More importantly, it is necessary to emotionally connect with one’s target market. Branding is one endeavor that should not be neglected and overlooked.