Real estate marketing has evolved far beyond glossy brochures and eye-catching billboards. In a market as competitive and fast-moving as Dubai, developers are not simply selling properties they are asking buyers to invest in a vision of the future. That requires trust, strategy and a deep understanding of buyer behaviour. In this interview, the founder of Mint & Co. shares how the agency is helping developers stand out, the role artificial intelligence is playing in modern marketing, and the vision driving the company’s next phase of growth.
Q: Why does real estate need a specialised marketing approach?
A: Real estate is unlike most industries because you are asking someone to make one of the biggest financial decisions of their life, often before the project has even been built. That requires far more than attractive advertising.
Working in Dubai’s property sector, I saw how easily projects could begin to look and sound alike, even when each development had its own unique story and buyer. That became the opportunity behind Mint & Co. Rather than starting with campaigns, we begin by understanding the development, the market and the buyer. Only then do we build a marketing strategy around what genuinely makes that project compelling.
Q: When did artificial intelligence become genuinely useful for your business?
A: The real turning point came when AI started helping us make better decisions rather than simply producing more content.
Today, it helps us analyse audiences, identify patterns in campaign performance, test different messaging and respond much faster to what buyers are actually engaging with. But property remains an emotional purchase. Human creativity, experience and judgment are still essential to tell stories that people trust and want to be part of. AI strengthens that work it doesn’t replace it.
Q: How do you balance traditional and digital marketing in today’s property market?
A: One experience with a developer reinforced an important lesson: people don’t discover a property brand in just one place. A billboard, for example, may create familiarity long before someone clicks on a digital advertisement.
If you remove that visibility, digital campaigns often have to do all the work of introducing the brand while also generating enquiries, which can increase the cost per lead. That’s why I always look at the complete buyer journey. Some channels build awareness, others encourage consideration, and others drive enquiries. The right marketing mix depends entirely on the project and the audience it’s trying to reach.
Q: How have Dubai property buyers changed in recent years?
A: Buyers have become significantly more informed and far more visual in the way they evaluate projects. A floor plan and a list of amenities are rarely enough anymore.
People want to understand what living in a development will actually feel like, particularly when buying off-plan. High-quality CGI, immersive visuals and 3D experiences help bring that future to life. At the same time, impressive visuals alone won’t close a sale. Buyers also expect a clear value proposition, credible information and consistency across every interaction they have with the project.
Q: What is the next chapter for Mint & Co.?
A: Our vision is captured in the phrase, “MINT the Future.” It reflects our commitment to continually rethinking how developments are brought to market as buyer behaviour and technology continue to evolve.
I want Mint & Co. to become a trusted growth partner for developers not only shaping brands and crafting compelling stories, but also creating experiences that bring projects to life and connecting those efforts to measurable commercial outcomes.
On a personal level, my goal is to build a company recognised for both creative ambition and sound judgment. The most rewarding part of this business is helping great developments find the people they are genuinely right for.
As technology reshapes the way properties are marketed, the fundamentals remain unchanged: trust, authenticity and understanding the buyer. For Mint & Co., innovation is not about replacing creativity with technology but using new tools to make smarter decisions and deliver stronger results. With buyer expectations continuing to evolve, the agency is positioning itself at the intersection of strategy, storytelling and data-driven marketing helping developers turn ambitious projects into successful communities.