The project doesn't lie... but it doesn't talk
Abdulrahman bin Ali al-Qut
In the real estate market, the project does not speak, does not defend itself, does not justify its delay, does not explain its design, who speaks is the developer, advertising, and marketing campaign, and here the gap begins, the more transparency is absent, the louder the advertising voices, and the less information, the more construction phrases.
Today's buyer is more aware than ever before, and is no longer attracted to unsupported slogans, nor is he satisfied with what is said in the advertisement. They research, compare, trace the backgrounds of the project and the developer, and connect the promises with reality.
Some marketing campaigns seem to try to cover the gap between what has not been done and what is to be sold, models are presented as an achievement, and plans are presented as a neighborhood. The issue is not the marketing tools, but the degree of sincerity in them.
This is not a criticism of the off-plan sales model itself. On the contrary, this model is one of the pillars of the development of the real estate market in the Kingdom, and it has contributed to moving the wheel of ownership and enabling serious companies to grow. It has allowed the buyer to take advantage of opportunities that were not previously possible.
The issue is not with the model, but with those who misrepresent it. Selling off-plan does not mean selling an «illusion», but selling the «possible», and speaking in terms of stages, not ends.
Transparency is not a luxury. It is part of the market value of the project. A developer who engages the market with completion reports, photos from the ground, and announced timelines does not need to exaggerate. His project speaks for itself, and gains trust from its clarity.
And a developer who hasn't started yet, it's okay to announce this and present his units in precise language:
«We start in Q1, deliver in Q2, this is our company, this is our track record.»
In the real estate market, honesty is not only an ethical choice, but a successful business choice.
The project does not lie, but it testifies, it testifies to those who are honest and accomplish, and to those who exaggerate and fail. In the end, the market doesn't pay much attention to what is said... but to what is done.
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