Identity Over Inventory

For Kirienok, Dubai's institutional stability is the starting point of every investor conversation, but not something developers need to argue. "Investors do not need developers to tell them that Dubai is stable. They can see it in the city's sustained population growth, continued influx of global talent, ongoing infrastructure investment, and record transaction volumes," she says. Increasingly, the conversation goes beyond financial metrics. "Buyers are placing greater value on quality, legacy, and trust," she notes. For MERED, that is substantiated through the calibre of its partners.

Content That Moves Buyers
Kirienok is clear about what content actually works in the luxury segment. "The most effective content today is content that helps buyers understand the character of a project rather than simply showcasing the product itself," she says. "These conversations go beyond floorplans and amenities. Buyers want to understand the identity of a development and the experience it will deliver five or even 20 years from now. The developers who succeed are those who provide meaningful insights throughout that journey," she explains. 

Buyers want to understand the identity of a development and the experience it will deliver 

On Broker Enablement and Metrics
The shift in broker strategy, Kirienok says, has been the move from transactional engagement to relationship-driven partnerships. MERED responded by hosting an exclusive padel tournament bringing together senior brokers from 32 leading brokerage firms across the UAE. "The objective was not simply networking. It was about creating an environment where relationships could develop organically and where industry leaders could exchange perspectives outside traditional business settings," she explains. 

The same thinking applies to how success is measured. "Two years ago, the industry was still heavily focused on lead volume," she says. "Today, the conversation is increasingly centred on buyer intent and engagement quality," she adds. The most telling indicators, according to her, are qualified lead rates, engagement depth, and the quality of conversations generated through campaigns. "With HNWIs, purchases are rarely impulsive. Buyers may engage with a project over several months while evaluating design, location, lifestyle, and long-term value. Success is increasingly measured by the strength of the relationship being built long before a transaction takes place," she concludes.