UAE property website, JustProperty.com, was faced with the opportunity to captivate the sales and rentals market, it just needed a new brand. Emily Andrews reports on the site’s friendly new look and unique brand positioning.
By putting home and belonging at the heart of its new brand proposition, JustProperty.com has borrowed an idea that is already popular in Western markets, notably with Airbnb in the property sector, but has applied it to the unique Middle Eastern environment.
By adding multilingual language, inviting images and videos, a new, friendly logo and by improving its user experience, JustProperty.com hopes to communicate a clear brand proposition and to become the UAE’s go-to property portal for those looking to build a life in the region.
Within the crowded property sector, a new brand differentiates JRD Group-owned, UAE-based JustProperty. com. Listing properties for purchase, the online portal had grown to become one of the oldest and largest in the region, yet it had not yet cultivated a distinctive brand persona.
JustProperty.com also merged with its sister online rentals platform, JustRentals.com in October 2015, and it needed an overarching brand that was representative of this combined offering.
The brand refresh also coincided with the portal’s regional expansion into Qatar and Saudi Arabia and with an injection of growth capital from iMENA Group, an organisation that operates online and mobile businesses in the region.
The rebrand was therefore, according to Natasha D’Souza, head of PR and communications at JustProperty.com, “Both an overarching long-term imperative and an immediate business prerogative.”