International demand continues to evolve, and we have seen the evidence to prove it from our recent experience at Second Home 2026 – an international real estate show in Utrecht, Netherlands.
Footfall was a clear standout – strong numbers, engaged attendees, and a lot of positive sentiment. We can report that confidence in the UAE’s real estate sector remains intact.
Of the hundreds of interested investors we spoke with, we were able to translate a significant number into high quality, qualified leads – many of whom are planning to visit RAK in the near future. This tells us that investors feel confident to commit capital into the market. Exhibitions such as this are never about “at-event” conversion, but help us to build relationships and credibility.
In our experience, Dutch investors are not impulsive buyers. What we are seeing is that whilst they remain interested, they need to take some extra time to validate their decisions. The decision to buy a second or a third home is a big one and deserves to be considered properly. As a master community developer, we are selling more than a product. We are selling a lifestyle proposition and that takes time to communicate and to be understood.
We have three core insights from this trip:
Conversion doesn’t end at the exhibition. This is where it starts – the exhibition has become a platform for pipeline creation. This is why we measure success in terms of lead quality, the depth of engagement, and the strength of our follow-up strategy.
Events keep our skills sharp. High value international investors expect to be able to receive a clear investment narrative, a strong articulation of financials, and to come away from a meeting with us confident in our governance and delivery capabilities.
Structure beats speed – every time. The UAE has a strong “sell fast” mentality. Internationally we find that a more proven method is built around sequenced follow ups, data-led engagement, and on–the–ground relationship building. This elevates us from the transactional, and into the experiential.
Our take away? Winning internationally requires a stronger in-market presence, better communication of the investment thesis and positioning, more sophisticated sales processes, and enhanced digital experiences. We look forward to continuing to meet these demands.
