Seamless Xtra’s Paula Hallentuch interviews Diana Dzaka Bico, Marketing Director, Engel & Völkers, UAE.
Diana Dzaka Bico is a marketing and communications leader with 12+ years of international experience. She specialises in brand strategy, digital marketing and business development, having led marketing efforts at top companies like Emaar, Betterhomes Group, Engel & Völkers and YCP Solidiance. Known for her innovation, she has led projects such as augmented reality campaigns and digital innovation labs.
- Real estate often relies heavily on visuals and storytelling. What role does content marketing play in your campaigns, and how do you measure its effectiveness?
Content marketing is a cornerstone of real estate marketing because it helps differentiate the brand and establishes an emotional connection with the audience. This is especially critical in Dubai’s hyper-competitive and visually driven real estate landscape, where storytelling goes beyond showcasing properties. It communicates the lifestyle, values, and aspirations they represent and, more importantly, connects your brand with the audience on an emotional level.
The role of content marketing revolves around three main goals: brand awareness, lead generation, and lead nurturing. At each stage of the sales funnel, we aim to provide value-driven content that is authentic, informative, and engaging. By focusing on authenticity, we connect with our audience on a deeper level, ensuring that our storytelling is relatable and memorable.
High-quality video tours, educational reels, client testimonials, and in-depth market reports are some of the tools we use to highlight not just the physical attributes of properties but also the unique experiences they offer. For example, a testimonial video with our German client illustrated the journey of buying a property from overseas, while another piece of content launched on International Women’s Day highlighted the achievements of female real estate advisors navigating Dubai’s dynamic market and encouraged others to join the team.
The content is delivered through different channels—whether it’s social media platforms, email campaigns, WhatsApp, or directly on our website. It’s tailored to meet the needs of specific audience segments, whether buyers, sellers, landlords or tenants, and we measure its effectiveness by aligning KPIs with particular objectives. For Brand Awareness, we look into metrics such as reach, impressions, video views, shares, comments, and time spent on pages. For Lead Generation and Nurturing, conversion rates, lead quality, email open and click-through rates, and client feedback through NPS surveys are essential indicators.
2. How do you leverage digital channels to provide a seamless customer journey, from lead generation to property purchase or rental?
The real estate industry has undergone a remarkable transformation over the last decade, with digital marketing redefining how properties are showcased, buyers are engaged, and transactions are completed. Globally, the transition from traditional marketing—such as print ads, letter drops, and community events—toward digital-first strategies has been pivotal.
In Dubai, this evolution has been particularly pronounced. As one of the fastest-growing real estate hubs, the city has embraced cutting-edge digital marketing strategies, often outpacing many international markets.
Creating a seamless customer journey is more than just connecting touchpoints; it’s about creating an intuitive, engaging, and personalised experience that meets clients where they are. Here’s how we apply different digital channels throughout the journey, from lead generation to the final transaction:
Lead Generation Phase
- Platforms like Meta (Facebook and Instagram), TikTok, and LinkedIn are used to run hyper-targeted advertising campaigns. For instance, TikTok is utilised for creative, short-form videos showcasing properties, while LinkedIn helps target high-net-worth individuals and Advisors.
- By leveraging intent-based advertising through Google Ads, we target users worldwide searching for Dubai real estate, ensuring we capture active buyers and investors.
- Market reports, such as our quarterly Dubai Real Estate Market Reports, are used as lead magnets, attracting high-intent users who want detailed market insights. These reports not only build trust but also gather quality leads at the top of the funnel.
- A property valuation calculator on our website allows homeowners to receive instant, realistic estimates of their property’s market value, drawing in sellers while positioning us as a trusted authority.
Lead Nurturing Phase
- Personalised email and WhatsApp campaigns are used to engage with the existing database in line with their requirements and online behaviour.
- Dynamic email campaigns tailored to a user’s browsing history ensure content resonates with individual needs.
- We integrate WhatsApp and AI-driven chatbots for immediate, conversational support, ensuring clients’ questions are answered promptly and effectively.
Decision Phase
- Virtual tours and augmented reality experiences help potential clients visualise properties without stepping foot inside, which is important when dealing with international investors.
- Virtual staging helps us bring life into unfurnished properties by helping you visualise how it looks with furniture.
Deal Phase
- Customised CRM tools helped us to digitise complex sales and leasing processes in the deal reporting phase by connecting different stakeholders and milestones.
- E-signatures and secure payment platforms streamline the buying or renting process, minimising paperwork and in-person visits.
- Automated Reminders email and WhatsApp automation are used to send timely reminders to tenants, buyers, and sellers, ensuring no deadlines are missed and processes remain on track.
3. How do technologies like AI or data analytics influence your decision-making and campaign targeting?
In today’s digital-first world, artificial intelligence (AI) and data analytics have become the buzzwords revolutionising industries globally, and real estate is no exception. However, I believe that AI hype is not merely a passing trend—it’s here to stay and transform how businesses operate and connect with their audiences.
AI and data analytics are used in different areas to help us make informed, precise, and agile decisions in an ever-evolving landscape. For a market as competitive and diverse as Dubai, where clients range from local families to global investors, leveraging these tools ensures that marketing efforts are both targeted and impactful.
In our case, data analytics is crucial to gain detailed insights into audience behaviours, preferences and market trends that can help steer our strategy. It helps us understand market dynamics and buyer behaviours, enabling us to design campaigns that resonate with our target audience.
Analytics tools allow us to profile buyers based on demographics, purchasing habits, and preferences. For instance, identifying trends like international investors seeking waterfront properties helps tailor campaigns accordingly. By examining historical and real-time data, we can predict shifts in demand, such as a growing interest in apartments or sustainable homes, and adjust marketing strategies to highlight relevant property features.
AI enables us to deliver personalised experiences to our audience through dynamic ads and AI-driven content. It ensures that prospects receive messages specifically tailored to their needs, whether they are looking for a beachfront villa in Palm Jumeirah or a rental apartment in Dubai Marina. AI ensures that the messaging aligns perfectly with their preferences.
Another AI-powered solution is chatbots, which help us manage initial customer interactions by answering inquiries and providing lead qualification 24/7. These tools can process thousands of queries simultaneously, ensuring no lead is missed. For instance, a chatbot can instantly communicate with a lead generated on social media and provide information based on criteria such as budget, location, and amenities, streamlining the buyer’s journey.
Finally, AI-driven tools have enabled us to produce videos and visuals customised for specific audiences, facilitating localised and culturally relevant marketing across the globe. Whether it’s a campaign appealing to Asian investors residing in Dubai, a family in a traditional German setting, or a couple enjoying their second home on a Spanish island, these AI-created assets are both efficient and cost-effective. They ensure consistent branding while seamlessly adapting to the unique cultural and aesthetic preferences of diverse audiences.
While each technology offers distinct benefits, the real power lies in its adoption in the business, and companies will have exciting times ahead when it comes to exploring the latest solutions in the market.
