Investors Are Looking for Evidence, Not Promises

Dr. Majid Jack Hsiung, General Manager, Source of Fate, approaches the 2026 marketing conversation with data in hand. His responses draw on market reports rather than instinct alone, and his conclusions reflect a market that has grown too sophisticated for broad strokes and blanket messaging.

Recalibrate, Don’t Retreat
For Dr. Hsiung, the question of pausing campaigns in 2026 misrepresents what the moment actually required. “The primary focus is on recalibrating campaigns rather than halting or withdrawing them,” he says. The market’s resilience, he notes, does not remove the need for sensitivity. “During periods of uncertainty, messaging must remain relevant, responsible and reassuring,” he explains. At Source of Fate, that has meant going beyond promotions. “Our communications extend beyond just promotions, offering guidance, support and confidence through transparent messaging and reliable information,” he adds.

Segmented, Advisory, Evidence-Led
Dr. Hsiung is precise about how the buyer base has evolved. Dubai’s foreign real estate investments reached AED 148.35 billion in Q1 2026, according to the Dubai Land Department, with GCC nationals contributing a further AED 12.23 billion. But the more important shift, he argues, is in how those buyers need to be spoken to. “Marketers can no longer rely on one broad message to target diverse buyer segments,” he says.

The differences are meaningful. “Indian and UK buyers respond to investment fundamentals, rental potential, payment flexibility and long-term ownership value, while GCC buyers emphasise lifestyle, privacy, family living and proximity,” he explains. “Chinese, European and other international buyers expect digital-first journeys, multilingual support, transparent documentation and evidence of developer credibility,” he adds.

“Campaigns are therefore becoming more segmented, advisory and evidence-led,” he concludes on this point.

Intelligence Over Volume
The data on lead behaviour, Dr. Hsiung says, tells its own story. Betterhomes’ Q1 2026 report showed buyer enquiries declined 18% year-on-year, even as total residential transaction value rose 21% to AED 139.2 billion. “Current buyers tend to research communities, pricing, payment plans, amenities, rental prospects and developer track record, even before first enquiry,” he notes.

Looking ahead, he believes the next phase will be defined by credibility above all else. “AI and data analytics will continue to enhance personalisation, response speed and customer engagement, but they cannot replace credibility,” he says. “Investors are no longer only responding to promises; they are looking for evidence of execution, long-term value and timely delivery,” he concludes.