A case study of marketing the Rabia Al Madinah master plan: an individual pricing map for every plot, a phased launch that started with the strongest plots, and direct outreach to targeted investors. The result: the whole plan sold for more than SAR 151 million.
The plan was ready and of high quality, but the real question was: how do we sell 228 plots at prices that reflect each plot's value by its position, without the developer being forced to discount at the end to clear what is left?
The usual risk with large plans is releasing every plot at once at a flat price: the good plots sell first and the rest become a burden sold later at discounts that break the price reference of the whole plan.
Instead of a flat price, an individual pricing map was built for each of the 228 plots based on its exact position in the plan (streets, corners, proximity to services) and transaction data in the surrounding area.
Sales were launched in phases. The first phase targeted the strongest plots to set a high price reference in the market; the following phases built on that reference instead of competing with it.
Marketing went directly to targeted investors, with every deal followed from negotiation to the sale agreement.
The entire plan sold for more than SAR 151 million within six months, with no forced discounts at the end of the process. Every plot left at its true value because pricing was built on data and the launch was planned.
