Skyline Launch
Concept 02 · Real Estate Campaign
A launch campaign concept for a fictional residential tower — film, social cut-downs and ads.
Self-initiated concept project showcasing our approach. The client is fictional and every number is a projection.
The look
Concept visualisation · not a client shoot
The brief
Fictional client · A mid-size developer launching a residential tower in Dubai
A fictional developer is launching off-plan apartments in a new residential tower and needs qualified buyer leads before launch day.
The goal: build anticipation with a cinematic launch film, then turn it into a steady flow of registered-interest leads for the sales team.
Audience
SEGMENT 01
UAE-resident upgraders
Renters 30–50 in Dubai ready to buy their first or second home.
SEGMENT 02
International investors
UK, India and GCC investors looking at Dubai off-plan yields.
SEGMENT 03
Brokers
Agency partners who need launch assets to sell on the developer's behalf.
Strategy
"See your floor before it exists" — a launch film and 3D-led content that sell the view, the light and the lifestyle from each floor.
Meta (Instagram & Facebook)
Lead-form ads to UAE and investor markets, with retargeting.
LinkedIn
Investor-focused yield and payment-plan content.
PR & landing page
Launch press release, broker kit and a registration page.
Deliverables & content plan
Shoot list
- Launch film (60s + cut-downs)
- Show apartment interiors
- Neighbourhood lifestyle
- Sales-gallery event coverage
- Developer & architect interviews
6
Reels / month
10
Feed posts / month
14
Ad variants
4-week content calendar
Week 1
Tease
Teaser film · countdown stories · register-interest page
Week 2
Reveal
Launch film · press release · lead-form ads live
Week 3
Prove
Payment-plan carousel · investor post · broker kit
Week 4
Convert
Sales-gallery event · retargeting · lead quality review
Funnel
- 01
Shoot
5 set-ups
- 02
Content
30 assets / mo
- 03
Ads
~260,417 reachproj.
- 04
Leads
~625 · registered buyersproj.
- 05
Customers
~6 · unit reservedsproj.
Projected results
- Projection
~260,417
Projected monthly reach
- Projection
~625
Projected leads / month
- Projection
~AED 40
Projected cost per lead
- Projection
~6
Projected new customers / month
- Projection
~AED 9,375,000
Projected revenue / month
Modelled projection based on the assumptions below — not achieved client results.
Assumptions
| Monthly ad budget | AED 25,000 |
|---|---|
| CPM (cost per 1,000 impressions) | AED 32 |
| Average frequency | 3× per person |
| Click-through rate | 1% |
| Lead conversion rate (click → registered buyer) | 8% |
| Lead-to-customer rate (→ unit reserved) | 1% |
| Average customer value | AED 1,500,000 |
Dubai benchmarks for this category. Dubai real-estate leads typically cost more than other categories and convert slowly; customer value is an average off-plan apartment price.
Try the numbers
Projection calculator
Projection- Projected reach
- ~260,417
- Projected leads
- ~625
- Projected customers
- ~6
- Projected revenue
- ~AED 9,375,000
Modelled projection based on the assumptions below — not achieved client results. Other assumptions stay as in the table.
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