<Saqr Al-Zahrani, interested in marketing, confirmed that the experience in promoting real estate projects or auctions through influencers and marketing agencies proved that the matter is more complex than just a passing advertisement, explaining that the influencer in essence does not sell a product, but rather creates awareness, opens the door of curiosity and generates a state of discussion about the project. Private marketers, on the other hand, save time and provide accumulated experience in managing campaigns, which increases the efficiency of implementation and avoids the advertiser's mistakes of individual experience. However, a good product remains the main pillar, as marketing, no matter how well done, will not compensate for a poor product.

Oban Al Zahrani Al-Zahrani pointed out that real marketing is not just advertising or post-processing, but starts from the moment the product itself is designed; from the choice of location, size of units, construction patterns, and financing mechanisms. Al-Zahrani pointed out that designing the project according to a deep understanding of the market and customer needs, so that later promotion is closer to highlighting an existing value, not trying to create value out of nothing.

On the advantages of advertising, Al-Zahrani pointed out that it is important to recognize the value of the product, not to create value out of nothing. As for the advantages of influencer advertising, Al-Zahrani said: «One of the most prominent advantages that emerged in this experience is the speed of reaching the target audience and creating a noticeable state of awareness in a short period of time, but the challenges are no less important, mainly the high cost and the difficulty of measuring the impact accurately, as the link between an influencer ad and a real estate purchase decision is not a straight line, but a complex process in which economic and social factors and collective decisions interfere.»

Al-Zahrani said.

The difference between promoting real estate projects and auctions

<Al-Zahrani said that the difference between promoting real estate projects and auctions is a fundamental difference; a real estate project needs a continuous plan of at least 120 days, including the stages of awareness, building trust, and feeding the customer with graded information. Auction marketing is more like a momentary event or a «carnival”, in which the influencer plays the role of (shaw) more than a decision maker. The target audience here is a private sector, and their decisions are usually not individual but collective and based on financial and legal considerations. Al-Zahrani revealed that costs are also a dilemma, as the average influencer ad exceeds 30,000 riyals, and if the project is not supported by an integrated marketing mix strategy (product, pricing, channels, promotion), the spending turns into burning money, while if a strong product is combined with a reliable influencer, an «awareness halo» is formed that enhances the integration of departments and multiplies the impact in the medium term.

Zahrani advised the importance of auditing. <He advised the importance of scrutinizing the influencer selection process, saying: «Just as you choose a partner for your business or a spouse for your daughter! A good reputation adds to the brand, while a negative reputation can cause irreparable damage. An influencer with values is not just a publicity broker, but an element that builds trust and leaves a sustainable footprint in the market.»

Al Zahrani concluded. <Al-Zahrani told Amlak: «Promotion through these channels is not a silver bullet, but a tool within a larger ecosystem. Its impact is short-term if used in isolation, but it becomes a long-term investment if integrated with an integrated strategy that takes into account the life cycle of the real estate product and buyer behavior.”

@saqarrealestate