Bayut: Why we stopped playing by the rules

Campaign ME

2 days ago

If you've been around long enough in the real estate game, you'll know that agents are always chasing leads.
Buyer leads, seller leads and landlord leads – whatever brings in the next transaction and that all important commission.
But for those of us working in marketing, one truth becomes clear over time: the strategies that deliver the most meaningful outcomes rarely come from following the crowd. Real impact lies in identifying what truly works – and for whom – and, then, executing with intent.
At Bayut, we've spent years exploring how to better connect property owners with trusted professionals. What emerged was not just a campaign or a product – it was a shift in mindset.
Rather than casting a wide net through generic marketing, we focused on individuals who had already earned their community's trust through consistent performance.
This led to the development of TruBroker – a recognition system that highlighted agents who demonstrated real service, integrity and expertise. But the initiative didn't end online. Instead of limiting visibility to digital rankings or platform performance, we brought these agents into the real world.
Strategically designed OOH
Rather than throwing money at generic out-of-home (OOH) campaigns and crossing our fingers, hoping that sellers would come knocking, we focused on something a bit bolder: empowering the agents who deserve the attention. We did this through prominent billboard placements across the city, top-tier leaderboard visibility and exposure designed to align with their professional strengths.
Interestingly, this approach challenged prevailing assumptions in marketing. We're often told that traditional channels, including outdoor advertising, have lost their relevance in a digital-first landscape.
But our experience proved otherwise: a well-placed, strategically timed billboard can still foster trust, drive action and result in direct seller enquiries.
Marketing with tangible impact
Agents who were featured on billboards on major roads such as Sheikh Zayed Road, Hessa Street and Umm Suqeim Street reported increased contact from property owners who remembered seeing their face – not just from a search result, but from a moment in traffic.
As one consultant described it, the visibility became a catalyst – not only to generate leads, but also to build credibility.
We spoke to property consultant Rey Sadhwani at White & Co., who explained that ever since she attained the TruBroker status, her experience has completely transformed. She said that it has not only helped her build trust with sellers through authentic listings but has also significantly increased her exposure and supported her lead generation.
It's worth pausing to consider what this tells us about trust in today's property market. Securing a listing is rarely just about being available; it's about being visible in the right way. Sellers are not only looking for an agent – they are looking for signals of reliability, consistency and local insight, who can get them what
they want as soon as possible. And that's exactly what the TruBroker badge represents.
Parmida Azizi, a senior property consultant at Ax Capital Real Estate reiterated this when she told us why becoming a TruBroker has been a game-changer for her career, explaining that it has significantly increased her leads and attracted sellers who want to list with her.
This wasn't an accidental outcome. It was built on performance data, agent reputation and ongoing engagement with our platform. While the benefits for agents are clear – more quality leads, higher visibility and stronger personal brands – the wider impact on the industry is equally valuable. By spotlighting excellence, we help raise the standard for all.
This isn't simply a Bayut story, nor a one-off campaign success. It's a case study of how backing the right people – those already delivering real value – can shift behaviours across the market.
In an industry where awards can be bought, and recognition can be associated with tacky campaigns that show nothing but exchange of money, and where everyone is searching for the next lead generator, perhaps the more important question is: How do we support those who truly deserve the leads in the first place?
The results speak volumes. And, more importantly, they offer a glimpse of a real estate future that's guided by trust, transparency and 'earned' recognition.
By Sahar Khan, Vice President of Marketing, Bayut.