Case study · National Properties — Dubai Real Estate
How RedNote UGC Content Marketing Helped Generate High-Quality Leads of Chinese Real Estate Investors
National Properties Corporation, a subsidiary of National Bonds Corporation, is a leading developer of commercial and residential real estate projects in Dubai. Known for high-end living and workspaces, National Properties owns prominent developments such as The Motorcity Green Community, Skycourts Towers, Andalusia, and Sulafa Tower. The company's mission is to create innovative, high-standard, affordable real estate projects that cater to diverse needs, offering comprehensive services across the real estate value chain.
Challenge
National Properties wanted to reach more Chinese investors interested in Dubai real estate. The goal was to establish a solid presence on RedNote, introduce flagship projects like the 399 Hills Park, and drive leads through content marketing and KOL collaborations.
Strategy
RedNote Account Management
We started by creating and managing an official brand account for National Properties on RedNote. The idea was simple: give the Chinese audience useful insights about Dubai's real estate market, trends, and policies, while also showcasing National Properties' key projects. We shared practical tips, market insights, and in-depth looks at their developments, building trust along the way.
Since RedNote is a UGC content platform, having a real user account felt more authentic and engaging for the audience. So, we created and managed the marketing manager account “nana在迪拜” (Nana at Dubai), specifically for 399 Hills Park. This account offered exclusive content about the project's features, benefits, and why Dubai is an amazing place to invest and live.
KOL Campaigns
To maximize exposure and engagement, we partnered with Key Opinion Leaders (KOLs) who have a strong following in the travel, investment, and Dubai niche. Their influence helped us reach a larger audience and build trust, ensuring the brand's messaging resonated with potential investors.
RedNote posts mixing brand-account content with the marketing-manager “nana在迪拜” persona — a UGC-native voice that earned trust before pitching the project.
Execution
Initial Campaign — Raising Awareness
Collaborated with 181 KOLs, reaching a total of 1.9 million followers. Content focused on Dubai's lifestyle, real estate insights, and National Properties' key projects. Result: over 6,500 engagements, which laid the foundation for building trust with the audience.
Second Campaign — Driving Conversions
Continued managing both the National Properties and “nana在迪拜” accounts, shifting focus to 399 Hills Park. Partnered with 231 KOLs, expanding reach to 1.2 million followers. Delivered in-depth content on property insights, market trends, and the advantages of 399 Hills Park. Result: over 5,100 engagements, helping us shift from awareness to actual interest.
Results
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Engagements
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Qualified leads
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Impressions
- ◆10,000+ engagements across both campaigns
- ◆1 million impressions, putting National Properties on the map for a Chinese audience
- ◆100+ qualified leads generated during the second campaign, turning engagement into serious interest
- ◆Sustained visibility through strategic content and keyword targeting, driving leads over time from organic RedNote searches related to Dubai real estate
Conclusion
By tapping into the power of RedNote UGC content and collaborating with influential KOLs, we engaged a targeted audience of Chinese real estate investors, boosted brand visibility, and ultimately generated valuable leads for National Properties. The strategy proved to be a strong foundation for ongoing success and future campaigns.
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