03 · Roof Set Go · Real estate · United Arab Emirates
I made the market data the product — yields, transaction comparisons, off-plan rules — and let the listings follow.
A recurring yield and transaction series as the spine of the account, plus launch communication owned end to end for three named developments.
Roof Set Go sells property in the UAE, on a feed where every other account is also selling
property in the UAE. So the content had to do two jobs at once: carry launches for named
developments, and give a buyer a reason to follow an account that is trying to sell them something.
Client
Roof Set Go
Sector
Real estate — off-plan and investment property
Markets
United Arab Emirates
Period
Within January 2021 – present at Reelly
My role
Account Manager
What I owned
The strategy, the content calendar, the copy, the briefs to design and production, and the client relationship through the approval cycle
Team context
An agency account at Reelly, Dubai. Design and production by the studio team
Languages
English, in the work shown here
Channels
Instagram carousels, Stories and feed posts · printed and presentation collateral
Reporting
— No performance data for this account is mine to publish on this account
Brief
Real estate campaigns, project launches and digital content across the UAE market, held to a polished and trustworthy brand presence. In a category where every competitor posts the same renders, trustworthy is the hard part.
Decision
Give the account a backbone that is not a listing. A recurring market-data series — net rental yields, apartments against villas, quarter-on-quarter transactions — gives the feed a reason to exist between launches, and gives a buyer a reason to follow before they are ready to buy.
What shipped
A recurring market-data series as the account’s spine, written to be checkable: real numbers, named communities, a stated period.
Launch communication owned end to end for three named developments — Pearls by Vision in Dubai Silicon Oasis, Marina Shores by Emaar, and Cove Edition 5 by Imtiaz.
Education kept separate from sales. Off-plan buying rules ran as their own format with no listing attached, for the buyer who was not ready yet.
The same system carried off-platform into printed and presentation collateral, so what a buyer read on Instagram matched what was handed to them in a meeting.
Scope
A UAE real estate account run on a repeating structure rather than a listing stream: a recurring market-data series, launch communication for three named developments, an off-plan education format, story-native yield breakdowns, and printed collateral in the same visual system. No performance data for this account is mine to publish., so there is none here.
The recurring series that anchors the account. I made “what’s performing best” a scheduled slot rather than an occasional post, because a market carousel a buyer can bookmark keeps the account useful in the months when they are not buying anything.
Yield tables moved into Stories because that is where a buyer will read a list on a phone without a swipe cost. The closing frame asks a question instead of pushing a listing, so the reply lands in the inbox as an enquiry rather than a lead form.
I chose to publish a quarter-on-quarter transaction comparison instead of a listing that week. Trust in real estate is bought with data the buyer can check for themselves, and a comparison invites checking in a way a price tag never does.
A do’s and don’ts post with nothing for sale in it. Off-plan is where first-time buyers get burned, and answering that before asking for a booking is what earns the follow that pays off two launches later.
Three launches, one template. What changes between them is only which name is strong enough to
lead the card.
The location does the selling here — Dubai Silicon Oasis is bought for where it is, so the district name leads and the developer follows.
With Emaar the hierarchy inverts: the developer’s name is the strongest thing on the card, so it carries the headline and the copy underneath stays short. Same template, different lead.
An edition number tells a buyer this developer has shipped before, so “Edition 5” stayed in the headline rather than being trimmed for tidiness.
Property is still closed in a room, so the same system had to exist as printed and presentation collateral. The layout and the data treatment stay identical across both, so a buyer who saw a yield card online recognises the page put in front of them in the meeting.
