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MARKETING for real estate
Launching Proffer.ae: A Unique SMM Concept to Capture the Dubai Real Estate Market
A Case Study on How an AI-Generated Mascot Drove a Successful Market Entry
How to Launch a New Real Estate Brand in Dubai "From Scratch"

How do you stand out in one of the world's most competitive and saturated markets? We were faced with an ambitious challenge: to launch a new brand "from scratch" in the Dubai market—the real estate portal Proffer.ae.
In an environment where the audience sees hundreds of similar offers daily, standard SMM approaches simply don't work. What was needed was a unique and instantly recognizable concept.
We focused not on volume, but on creative, high-quality SMM that would immediately differentiate the brand from its competitors. Our strategy was built on a hybrid approach, combining technology with professional content:
Creation of a Branded AI Mascot: We developed Proffer-man, a unique 3D mascot created using artificial intelligence. He became the charismatic "face" of the brand across all communications.
Innovative Reels Production: We moved away from generic videos. Our content strategy blended professional "live-action" filming with cutting-edge Reels, also generated using AI.
High-Precision Targeted Advertising: All of our unique creative content was packaged and delivered with pinpoint accuracy to an interested and solvent audience through meticulously configured targeting.
SMM: Visual Transformation and Explosive Growth
From 67 to 1,600+ Targeted Followers in 2 Months
BEFORE

  • Starting Point: Only 67 followers.
  • Visual Feed: Lacked a unified concept; the feed was disjointed and generic.
  • Profile: An uninformative bio and no Story Highlights for navigation.
AFTER (Right)

  • The Result: 1,673+ targeted followers.
  • Visual Feed: A bright, professional, and recognizable feed featuring the AI mascot.
  • Profile: A sales-driven bio with a clear USP and branded Story Highlights for navigation.
Developing Proffer-man — The AI Mascot for the SMM Strategy
The central element of our SMM strategy was a unique 3D character: Proffer-man. His creation was made possible by advanced artificial intelligence technologies, which allowed us to detail his look and ensure his adaptability for various scenarios. Proffer-man became the brand's voice and the main hero of all communications.
We developed a full series of visual assets where Proffer-man:
  • Interacts with the interface: Visually demonstrating how to easily use the Proffer.ae portal.
  • Showcases properties: Acting as a virtual broker to highlight the advantages of each listing.
  • Reacts to current events: Participating in situational marketing to keep content relevant and timely.
  • Demonstrates emotions: Creating an emotional connection with the audience, making the brand more human and appealing.
Facebook Ads strategy
We developed a multi-layered advertising strategy that operated across three objectives simultaneously. Each goal utilized unique creatives and audience settings. This approach allowed us to build the brand, grow our subscriber base, and generate direct leads simultaneously.
Lead Generation (Lead Forms):
  • Goal: To capture "hot" leads.
  • Method: Used native Facebook/Instagram Lead Forms with creatives highlighting the USP (e.g., "Sell with Zero Commission").
Instagram Follower Growth:
  • Goal: To rapidly build a loyal audience.
  • Method: Creatives (including Reels with Proffer-man) were optimized to drive engagement and follows.
Website Traffic:
  • Goal: To drive users directly to the Proffer.ae portal.
  • Method: Ads directed users to key site pages to gather retargeting data and increase traffic.
Content Production
Our content strategy centered on Reels, producing over 100 videos to maximize engagement. We blended three key formats: Staged Cinematic Reels (for a premium brand image), "Talking Head" expert videos (to build trust), and dynamic AI-Generated Reels (for cold audience capture and ad testing). This strategic mix presented a human, premium, and tech-forward brand, resulting in high reach and audience growth.
Outcome
The Proffer.ae case study proves that even in a serious and highly competitive market like Dubai real estate, there is room for bold creativity. Developing a unique visual style and a brand mascot allowed us to not only attract leads but also to build a strong, memorable brand.
We transformed the standard SMM approach into an engaging story that resonated with the audience and delivered measurable results for the client.
Made on
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