70% of Units Sold at Launch of St. Regis

In 2021, after an extensive search, Adventz Group approached Driven Properties and its sister company, Refine Development Management, to lead the project’s marketing and sales approach.

Vinay Varma, Projects Manager from Adventz Group says, “We brought in Driven and Refine to provide us with development, architecture, interior design, sales, and marketing support. Their reputation for successfully bringing large real estate projects to market and achieving 100% sell-out is well known. We were confident they would do the same for us.

The Solution:

Among the most important aspects of the project was the brand. Because the development was to target high-end consumers, Driven Properties and Refine, with approval of Adventz Group, sought to partner with a recognized global brand that would appeal to this demographic. “We really needed to find a brand that would embody the luxury lifestyle that a property with amenities such as a spa, concierge, golf simulation room, and infinity pool overlooking the Burj Khalifa would provide to its residents,” said Varma. As such, Driven began negotiations in earnest with the Marriott Group given the relationship it had with the brand, and the long history of hospitality associated with St. Regis. The team ultimately secured an agreement and named the project St. Regis Residences, Financial Centre Road, Dubai. “Securing the rights to the St. Regis brand was a game changer, and instantly added a level of prestige to the project, which heavily contributed to its overall success,” said Varma. The Driven team became Marriott's primary point of contact throughout the engagement. In parallel, team turned its attention to architecture and interior design. In collaboration with Adventz and East & West, the Driven team selected an architect and provided interior design support to refine layouts based on the St. Regis brand. To this end, the team conducted primary research in the form of focus groups with prospective clients who matched the project’s the ideal buyer profile. These same insights enabled the Driven team to outfit, furnish, and fully manage the on-site show apartment and sales experience center. At launch, more than 300 dedicated agents and senior executives managed the day-to-day sales center operations, mortgage pre-approvals, sales progression, conveyancing, and post-sales administration. With the project’s brand selected and sales center preparations under way, Driven’s in-house marketing department developed and deployed a marketing strategy consisting of a custom-built website, branded media campaigns, and lead generation activities. The campaigns were continuously monitored and optimized to yield the best results. Driven’s proprietary real estate CRM provided the nerve center for marketing and sales activities. Inbound leads from paid campaigns would automatically land in the CRM, and be distributed to sales agents via an email alert. Leads from walk-ins and cold-calls would be added to the CRM by agents. The sales team would then update progress on each lead within the software, which provided a point of transparency with the Adventz team. “I was sent reports weekly showing the number of inbound leads generated, appointments set, experience center visits booked, and sales converted. The transparency of sales process helped to keep our teams aligned, Varma said.

The Results

Adventz Group marked the launch of the project through an opulent event held at Atlantis, The Royal. Meticulously planned and implemented by the Driven team, the public launch attracted media attention from prospective buyers and media outlets such as Gulf Business, Zawya, and Construction Weekly.

Due to the considerable buzz from marketing activities and pent-up demand, the launch event yielded a remarkable AED 1 billion ($275M) in sales, representing an immediate 70% sellout of inventory. According to Varma, “We were blown away. To sell out this much inventory with such speed speaks to the quality of the project’s offering and to the marketing and sales expertise of the Driven and Refine team.” Construction is slated for completion in late 2026.

After the success of the St. Regis Residences, Adventz embarked on their next project, Rixos Residences, and once again partnered with Driven Properties and Refine Development Management.