Fractional CMO
Fractional CMO support: marketing priorities, channel planning, team coordination and reporting. Remote work from Moscow with a clear scope and handover.
Real estate marketing in the UAE: Dubai and Abu Dhabi
Dubai and Abu Dhabi are two different markets with different regulators and different advertising rules. I help developers and brokers sell UAE property to Russian-speaking and international buyers: strategy, project website, advertising, CRM and reporting in closed deals. At Whitewill I was responsible for digital marketing for the Dubai, London, Istanbul, China and US markets. Delivery is remote from Moscow; there is no office in the UAE.
Dubai and Abu Dhabi: what differs for advertising
| Topic | Dubai | Abu Dhabi |
|---|---|---|
| Regulator | Dubai Land Department (DLD) | Abu Dhabi Real Estate Centre (ADREC) |
| Advertising permit | Trakheesi; Madmoun QR code on the ad | Madhmoun permit through the DARI portal before publication |
| Brokers per listing | Per agreement with the owner | No more than three licensed brokers, or one exclusive broker |
| Outdoor signage | Emirate rules | Any real estate sign requires a Madhmoun permit |
Dubai: since 24 April 2023 property ads carry a Madmoun QR code (DLD); the permit is issued via Trakheesi (DLD service terms). Abu Dhabi: every online sale or rental listing needs a permit through DARI before it goes live, and a listing can be marketed by no more than three brokers (Al Tamimi, DARI). Signage rules: ADREC guidelines. Permits are obtained by the developer or licensed broker; I check that they exist before any campaign starts.
Different buyers, different routes
An investor from Russia or the CIS compares yield, payment plans and exit; a buyer moving to the UAE cares about schools, commute and community; a UAE resident searches in English on Google and compares dozens of listings on portals. Each segment gets its own offer, landing page and campaign, and the CRM records segment, language and property so the sales manager does not start from zero.
What I deliver
Project strategy and test budget; a project website or landing page in Russian and English; Google Ads in the UAE and Yandex Direct for buyers still in Russia; WhatsApp, chatbot and CRM integration that answers only from approved data and hands over to a person (chatbots). See also marketing in Dubai and real estate marketing.
Explore the services
Real estate marketing
Real estate marketing for developers: positioning, websites, lead generation and CRM handover. Clear project inputs, deliverables and acceptance checks.
Google Ads
Google Ads setup and management: search intent, campaign structure, landing pages and conversion tracking. Account eligibility and launch checks agreed first.
Social media marketing
Social media marketing: audience, content themes, publishing workflow and enquiry handling. A practical scope for your channels, with review and acceptance.
Lead generation
Lead generation for business: audience, offer, landing page, qualification and CRM handover. A measurable test scope that separates enquiries from sales.
Website development
Website development for business: offer, structure, design, enquiry forms and analytics. Clear deliverables, client inputs and launch acceptance checks.
CRM integration
CRM integration for websites, forms, calls and advertising: field mapping, duplicate rules, lead routing and delivery tests. Scope confirmed before setup.
Chatbot development
Chatbot development for business: approved knowledge, enquiry questions, human handover and CRM routing. Clear inputs, answer limits and acceptance tests.
Frequently asked questions
Do you work with Abu Dhabi or only Dubai?
Both emirates. Advertising rules differ: Dubai uses Trakheesi and the Madmoun QR code, Abu Dhabi uses Madhmoun permits through DARI. Both are checked before launch.
Do you obtain advertising permits?
No. The developer or licensed broker obtains the permit. I check that it exists and do not start campaigns without it.
Where do buyers from Russia come from?
Yandex Direct and Telegram for buyers in Russia; Google Ads in Russian and English for residents and expats. The budget split follows the test results.
Do you have an office in the UAE?
No. I work remotely from Moscow. My UAE market experience comes from Whitewill, where I was responsible for digital marketing for Dubai.
Discuss your market and enquiry processSend your website, target customer and current sales process. We will define what to check first and what the project should deliver.
Send a request
Describe the task and I will reply personally. The first call helps agree the next step; a detailed audit is a separate paid service.
Message me where it is convenient+7 915 138-47-42 · alexa1991ivanova@gmail.com