Objectives

The primary goal of this quantitative study was to develop high-level strategic customer segments to inform the marketing of luxury branded residences in Diriyah. By engaging with specialized wealth advisors in the Middle East, the research sought to uncover the specific investment drivers and lifestyle preferences of ultra-high-net-worth individuals ($30M+ net worth) looking to invest in the region’s premier real estate developments.

Methodology

This project was a targeted quantitative study involving 50 specialized participants across Saudi Arabia and the UAE. To ensure deep engagement with such a time-poor, niche audience, we utilized a hybrid survey methodology:

• RONIN Edge & Multi-Channel Sourcing: We leveraged our proprietary data platform of consented participants alongside a global network of financial professionals specializing in HNWI real estate.
• Hybrid Data Collection: We used a mix of online surveys and Computer-Assisted Telephone Interviews (CATI). This dual approach allowed us to capture data efficiently while using the phone interviews to secure participation from advisors who prefer a more personal touch.
• Expert Validation: Every respondent underwent a strict verification process to confirm they met the criteria of advising individuals with a net worth of $30M+, ensuring the data remained relevant to the luxury branded residences sector.

Challenges

• Targeting Niche Audience: Reaching wealth advisors with experience advising HNWIs in real estate investment is challenging due to their limited availability and specialized expertise.
• Ensuring relevance and region-specific insights in both KSA and UAE markets.
  
  

Our Approach

Reaching the wealth management elite in the GCC requires more than standard outreach; it requires a strategy built on credibility and local relevance:

• Niche Network Engagement: Rather than broad-market recruitment, we focused on professional networks and industry platforms where wealth management and private banking experts operate. This allowed us to tap into advisors with specific experience in luxury real estate investments.
• Localization for the GCC Market: We tailored our engagement to the specific business cultures of KSA and UAE. This ensured that the insights gathered were not just general financial data, but region-specific intelligence focused on the unique dynamics of the Diriyah market.
• Quality-Driven Recruitment: We prioritized the "qualified" status of each advisor over the speed of recruitment. By focusing on professionals with a proven track record in HNWI consulting, we provided the client with a strategic foundation for their luxury marketing efforts.