Mohsen explained that developers are increasingly working on multiple projects simultaneously while adapting to changing customer needs and evolving purchasing behavior.
Changing Buyer Behavior Is Reshaping the Real Estate Market
Mohsen noted that real estate buyers are no longer focused solely on finding a residential unit. Instead, they are increasingly seeking properties that combine residential and investment purposes.
Demand has also expanded toward commercial and administrative properties, including offices and retail units, as buyers look to lease these assets and generate future returns.
According to Mohsen, this shift in buyer behavior has made trust in the developer one of the key factors influencing purchasing decisions, particularly amid growing competition in Egypt’s real estate market.
He said companies with established names and strong track records have an important advantage, as buyers are increasingly concerned about the developer they are purchasing from, rather than evaluating the property alone.
Real Estate Developers Face New Product and Marketing Challenges
Mohsen explained that the challenge facing real estate developers is no longer limited to launching a project, but also involves creating a product with clear value and the ability to compete effectively.
He stressed that real estate marketing is a key part of this equation, helping customers understand the property, its concept, features, and details, while highlighting the elements that differentiate it from competing projects.
He added that the primary role of marketing is to communicate the identity of the real estate company, the project concept, and the details of the product to customers in a clear and effective way.
Sales teams then play a critical role in converting this communication into actual results and achieving the company’s targets.
Mohsen also stressed the importance of ensuring that sales teams maintain the same level of professionalism expected from real estate marketing teams.
Repetitive Marketing Ideas Increase Competition and Costs
Mohsen pointed to a shortage of sufficiently qualified professionals in some real estate marketing departments, saying this has contributed to the repetition of ideas across companies.
He explained that developers often seek to replicate successful market experiences. When a company launches a project in a particular location or introduces a specific concept, competitors may follow with similar projects in the same area.
This increases competition and marketing costs without necessarily guaranteeing the expected results.
He emphasized that a professional real estate marketer should be able to preserve the company’s identity while developing innovative ideas that help it stand out.
According to Mohsen, the quality of the concept is a key driver of project sales, while marketing should not simply repeat traditional tools but should genuinely reflect the product and the company behind it.
Social Media and AI Transform Real Estate Marketing
Mohsen said social media has become an essential component of developers’ sales strategies, alongside the growing adoption of artificial intelligence in real estate marketing.
These technologies can help potential buyers visualize their units and better understand the real estate product before making a purchasing decision.
He stressed that artificial intelligence will support the real estate marketing sector rather than replace it.
Developer Track Record Is Key to Building Customer Trust
Mohsen called for a reassessment of some traditional real estate marketing practices, particularly excessive reliance on billboards and launch events.
He noted that a company’s track record and its completed and delivered projects remain among the clearest indicators of its capabilities and an important factor in building trust with new customers.
He suggested that celebrations could instead focus more on project completion and delivery, as this would represent the culmination of the work carried out on the ground.
Building a Strong Real Estate Brand
Mohsen emphasized that the objective should go beyond simply selling properties to building a recognized and trusted real estate brand.
He explained that developers seeking to strengthen their market position need to create new products and concepts that allow them to expand into different markets and locations, rather than remaining associated with a specific geographic area.
He pointed out that categorizing developers as either New Capital developers or New Cairo developers has worked against some companies by limiting their positioning to a single geographic market.
According to Mohsen, the ability of a developer to operate across different locations and offer products in various areas can strengthen its growth and expansion opportunities.
Financing Remains a Major Challenge for Egypt’s Real Estate Market
Mohsen identified financing as one of the biggest challenges currently facing Egypt’s real estate market.
He explained that the availability of cash flow has become increasingly important for developers, particularly given the need to move quickly with project execution and delivery.
He added that a company’s ability to manage its resources and meet its financial and project obligations represents an important element in building customer confidence.
Upmount Introduces a Different Real Estate Product
Mohsen also discussed his experience developing Upmount, through which the company introduced a different real estate product to the market: the “LOFT” concept in the New Capital.
He explained that when entering the New Capital, the company focused on developing a product that was not widely available in a similar form among competitors.
The objective, he said, was to introduce a distinctive real estate product rather than simply launch another project in an area characterized by intense competition.
Mohsen Warns Against Poorly Planned Real Estate Discounts
Mohsen warned that excessive or poorly planned real estate discounts could negatively affect customer confidence.
He explained that problems may arise when buyers in later project phases receive larger discounts than customers who purchased units during earlier phases.
Such differences could leave existing customers feeling that they paid more for their units, potentially affecting their willingness to purchase additional properties from the same developer in the future.
Mohsen emphasized that maintaining customer confidence requires developers to carefully manage pricing and discount strategies while preserving the value of their products and strengthening their long-term brand reputation.
