This is the practitioner engine room of the Marketing track. Beginner made you competent and legally safe: you can build a compliant ad, run a basic post, and not get the brokerage fined.
The Demand Generation Operating Model: Running Marketing as a Revenue System
Campaign Planning and the Marketing Calendar
Property Portal Media: Property Finder, Bayut and Dubizzle Economics
Meta Advertising for Lead Generation and Retargeting
Google Ads: Search, Performance Max and Intent Capture
True Cost-Per-Lead, Cost-Per-Acquisition and Marketing ROI
Lead Generation and Speed-to-Lead
Funnel and CRM Marketing: Nurture, Lifecycle and Reactivation
and 5 more modules, listed below
Syllabus
13 modules, 119 lessons
Prefer to take it one module at a time? Each module below can be taken on its own at the price shown. Taking the full course saves you AED 300 against buying every module separately.
01The Demand Generation Operating Model: Running Marketing as a Revenue SystemAED 200
This module reframes the marketer from a task-doer into an operator who owns a funnel, a number, and a service-level agreement with sales. It gives you the mental model the whole Advanced tier hangs off: a mapped Dubai property demand funnel, the four cost numbers you must state on demand, a clean SLA with sales, the demand-capture versus demand-creation split, a one-page dashboard a sales director can read in thirty seconds, funnel-leak diagnosis, ownership boundaries under commission pressure, revenue-to-lead back-solving, and the weekly and monthly operating rhythm.
1.1Map the full Dubai brokerage demand funnelLocked
1.2The four numbers you must state on demandLocked
1.3Write a marketing-to-sales service-level agreementLocked
1.4Demand capture versus demand creationLocked
1.5Build a one-page dashboard a sales director can read in 30 secondsLocked
1.6Diagnose a leaking funnel from stage drop-offLocked
1.7Hold the marketing-sales ownership line under commission pressureLocked
1.8Back-solve a revenue target into a required lead targetLocked
1.9Establish the weekly and monthly operating rhythmLocked
02Campaign Planning and the Marketing CalendarAED 200
How a demand-generation operator turns strategy into an executable 90-day marketing calendar for a Dubai brokerage: sequencing launches around real UAE seasonality and inventory, building briefs and readiness checklists that force compliance before spend, allocating capacity honestly against holidays and Ramadan hours, avoiding self-cannibalisation, and running retrospectives so every campaign compounds.
2.1Build a rolling 90-day calendar tied to real events, not content ideasLocked
2.2Plan around genuine UAE demand seasonalityLocked
2.3Sequence a project-launch campaign in phasesLocked
2.4Use a campaign brief template that forces clarity before spendLocked
2.5Run a pre-launch readiness checklistLocked
2.6Allocate calendar capacity honestly against a real teamLocked
2.7Coordinate multi-property and multi-channel launches without self-cannibalisationLocked
2.8Run a repeatable campaign retrospectiveLocked
2.9Maintain a single source of truth for the calendarLocked
03Property Portal Media: Property Finder, Bayut and Dubizzle EconomicsAED 250
A practitioner's guide to buying, measuring and defending property portal spend in Dubai, treating Property Finder, Bayut and Dubizzle as your largest and highest-intent lead line item rather than a subscription you renew on autopilot.
3.1The Portal Commercial Model: What Your Money Actually BuysLocked
3.2Calculating True Cost Per Lead, Portal by PortalLocked
3.3Deciding Which Listings to FeatureLocked
3.4Managing Listing Quality Score and VerificationLocked
3.5Reading Portal Analytics CriticallyLocked
3.6Negotiating and Timing Portal Contract RenewalsLocked
3.7Permit, QR Code and Takedown Exposure on Every ListingLocked
3.8Detecting Listing Fraud and Portal-Flagged InaccuraciesLocked
3.9Feeding Portal Lead Performance Back to SalesLocked
04Meta Advertising for Lead Generation and RetargetingAED 200
A practitioner-level module on running Meta (Facebook and Instagram) paid lead generation and retargeting for a Dubai brokerage: correct campaign structure, audiences, tracking, compliant creative, retargeting ladders, the right metrics, disciplined testing, instant-form lead quality, and diagnosing a rising cost-per-lead.
4.1Structure a Meta lead-gen campaign: instant forms versus landing pagesLocked
4.2Build Custom and Lookalike Audiences from your own dataLocked
4.3Install and validate the Meta Pixel and Conversions APILocked
4.4Write property creative that passes Meta policy and carries complianceLocked
4.5Design a retargeting ladder for engaged, page and form-abandon audiencesLocked
4.6Read the Meta metrics that matter for property, ignore vanity reachLocked
4.7Run tests with enough budget and time to reach confidenceLocked
4.8Protect instant-form lead quality and speed-to-leadLocked
4.9Diagnose a rising cost per lead: fatigue, saturation or auctionLocked
05Google Ads: Search, Performance Max and Intent CaptureAED 200
A practitioner's guide to running Google Ads for a Dubai brokerage: structuring Search by buyer intent, controlling Performance Max, defending brand terms, importing offline conversions from the CRM, choosing bidding deliberately, and reconciling Google's self-reported numbers against CRM-verified leads and closed deals.
5.1Structuring a Property Search Account by IntentLocked
5.2Keywords and Negatives That Capture Buyers and Block WasteLocked
5.3Running Performance Max Without Letting It Waste BudgetLocked
5.4Brand-Term Bidding and Competitor ConquestingLocked
5.5Conversion Tracking and Offline Conversion ImportLocked
5.6Choosing a Bidding Strategy DeliberatelyLocked
5.7Responsive Search Ads and Landing-Page PairingsLocked
5.8Reading the Search-Terms Report Every WeekLocked
5.9Reconciling Google Conversions Against CRM-Verified LeadsLocked
06True Cost-Per-Lead, Cost-Per-Acquisition and Marketing ROIAED 250
The nine-lesson practitioner module that teaches a UAE property marketer to compute the real, fully loaded cost of a lead and a deal, model the long sales cycle, handle VAT correctly, compare channels on cost per qualified lead and cost per deal, and defend marketing spend to a finance director in the language of money.
6.1Build a Fully Loaded Cost-Per-Lead, Not Just the Ad Account NumberLocked
6.2Trace Cost Per Acquisition Through the Funnel: Why a Cheap Lead Can Be an Expensive DealLocked
6.3Calculate Marketing ROI and ROAS Using Commission Per Deal, Honestly Handling Attribution LagLocked
6.4Model the Long UAE Property Sales Cycle So a Month's ROI Is Not Judged Too EarlyLocked
6.5Compare Channels on Cost Per Qualified Lead and Cost Per Deal, Then ReallocateLocked
6.6Strip double-counting and platform over-attribution out of the numberLocked
6.7Build a Simple Contribution Model a Non-Marketer Can TrustLocked
6.8Set Cost-Per-Lead and Cost-Per-Deal Benchmarks by Area and Price BandLocked
6.9Present ROI to Leadership With Assumptions Visible So the Number Survives ScrutinyLocked
07Lead Generation and Speed-to-LeadAED 200
In UAE property the first agent to respond usually wins the deal, so this module makes marketing accountable not just for generating leads but for delivering them fast, clean, routed, and catchable, and treats any break in that chain as a revenue emergency.
7.1The speed-to-lead decay curve and the business case for responding in minutesLocked
7.2Instrumenting lead capture so a lead reaches an agent's phone in secondsLocked
7.3Routing leads by area, language and agent availabilityLocked
7.4Automated instant-response flows within UAE consent normsLocked
7.5Round-robin and escalation rules so no lead sits unclaimedLocked
7.6Lead-quality feedback so sales grades leads and the signal optimises spendLocked
7.7Enriching and de-duplicating inbound leads before agents callLocked
7.8Balancing lead volume against agent capacityLocked
7.9Auditing the speed-to-lead chain and treating breaks as P1 incidentsLocked
08Funnel and CRM Marketing: Nurture, Lifecycle and ReactivationAED 200
A practitioner module that turns the CRM into a demand-generation engine: mapping the Dubai property buyer lifecycle, running long-cycle nurture and reactivation, scoring leads, keeping automation and consent in sync, and proving the incremental revenue the database adds on top of fresh acquisition.
8.1Mapping the Buyer Lifecycle in Your CRMLocked
8.2Building Nurture Sequences for Long-Cycle BuyersLocked
8.3Segmenting the Database So Nurture Is RelevantLocked
8.4Running a Reactivation Campaign on Dormant LeadsLocked
8.5Syncing Marketing Automation With the CRMLocked
8.6Designing Lead Scoring That Sales TrustsLocked
8.7Nurturing Within UAE Consent and Communication NormsLocked
8.8Using CRM Data to Build Better Ad AudiencesLocked
8.9Measuring the Incremental Revenue Nurture AddsLocked
09SEO and Content Strategy for Property and ProductAED 200
Build an owned organic search channel that compounds: keyword research for UAE property intent, a funnel-mapped content architecture, on-page and local SEO, content that ranks and converts, topical authority, backlinks and citations, revenue-based measurement, and structuring for AI answer engines.
9.1Keyword Research for UAE Property IntentLocked
9.2Content Architecture Mapped to the FunnelLocked
9.3On-Page SEO for Property and Location PagesLocked
9.4Local SEO and Google Business ProfileLocked
9.5Writing Content That Ranks and ConvertsLocked
9.6Building Topical Authority Around Communities and Property TypesLocked
9.7Backlinks, Citations, and Domain AuthorityLocked
9.8Measuring Organic on Leads, Not RankingsLocked
9.9AI Search and Answer EnginesLocked
10Brand Building Inside a Performance BudgetAED 200
A practitioner's guide to treating brand as a performance lever inside a lead-driven Dubai real estate marketing budget: why brand lowers cost per lead, how to protect the group brand system on every asset, how to defend a modest brand allocation to results-focused leadership, build differentiated positioning, run branded content, measure brand health with trackable proxies, grow a review engine, keep brand campaigns compliant, and sequence brand spend so it supports rather than starves performance channels.
10.1Why Brand Is a Performance Lever, Not a Vanity LineLocked
10.2Protecting The Works Group Brand System on Every AssetLocked
10.3Defending a Brand Allocation to Results-Focused LeadershipLocked
10.4Positioning That Differentiates Beyond Price and InventoryLocked
10.5Branded Content and Thought Leadership That Earn TrustLocked
10.6Measuring Brand Health With Proxies You Can Actually TrackLocked
10.7Building a Review and Reputation Engine That CompoundsLocked
10.8Keeping Brand Campaigns Compliant Where They Promote PropertyLocked
10.9Sequencing Brand Investment So It Supports the Quarter's PerformanceLocked
11Analytics, Tracking and Multi-Touch AttributionAED 250
A practitioner module that makes a Dubai property marketer trustworthy with data: build a measurement plan from the business question, instrument GA4 and tag management for a lead-gen site, choose an honest attribution model, reconcile the ad platforms, GA4 and the CRM, enforce UTM discipline, separate correlation from causation with holdout and geo tests, survive privacy-driven tracking loss with server-side and consent mode, run a stable reporting cadence, and spot the attribution traps that make marketing look better than it is.
11.1Start From the Business Question, Not the DashboardLocked
11.2Instrument GA4 and Tag Management for a Lead-Gen SiteLocked
11.3Choose an Attribution Model That Matches How Property Is BoughtLocked
11.4Reconcile the Three Sources of Truth: Platforms, GA4 and the CRMLocked
11.5UTM Discipline: Make Every Click Traceable to a DealLocked
11.6Correlation Is Not Causation: Holdout and Geo TestsLocked
11.7Surviving Tracking Loss: Server-Side, Consent Mode and the CAPILocked
11.8Build a Reporting Cadence Leadership Can Actually ReadLocked
11.9Spot the Attribution Traps That Flatter MarketingLocked
12Budget Management and Media PlanningAED 250
Plan, pace and defend a real-estate marketing budget built backwards from a lead target, handle UAE VAT, Corporate Tax, e-invoicing, WPS and Emiratisation correctly, and present spend that finance approves without a fight.
12.1Build the budget backwards from the lead target, not last year plus ten percentLocked
12.2Allocate across channels on cost per qualified lead, then pace so you don't blow week oneLocked
12.3Forecast the leads and deals a budget should buy, with a confidence rangeLocked
12.4Protect the highest-ROI channels and speed-to-lead first when budget gets cutLocked
12.5Plan media across the channel mix for a UAE property audienceLocked
12.6Negotiate rates, added value and make-goods with portals and agenciesLocked
12.7Track spend against plan and reforecast mid-quarter without panicLocked
12.9Present a budget request where every line ties to a lead or revenue outcomeLocked
12.10Build a base, stretch and cut scenario model so you can respond in a dayLocked
13Running the Marketing Function a Department Depends OnAED 250
The operational-leadership capstone of the Advanced tier: how to run marketing as a dependable function that a commission-earning sales floor relies on every day, covering team and agency management, the martech stack, standing compliance operations under Trakheesi and the UAE Media Council permit regime, crisis playbooks, quality control, upward revenue reporting, documented processes, and the boundary where this tier hands off to the Master strategist.
13.1Structuring a Lean Marketing Team and Its WorkflowLocked
13.2Managing Agencies and Freelancers on Outcomes, Not ActivityLocked
13.3Choosing and Integrating the Marketing Tech StackLocked
13.4The Compliance Backbone as Standing OperationsLocked
13.5Managing Influencer and Content-Creator Relationships CompliantlyLocked
13.6Handling a Marketing Crisis with a Documented PlaybookLocked
13.7Quality Control So No Bad Asset Ever ShipsLocked
13.8Reporting Marketing Upward in the Language of RevenueLocked
13.9Documenting the Function as Repeatable Processes and PlaybooksLocked
13.10Knowing the Boundary Between Operator and StrategistLocked
Request access
Get access to Demand Generation & Marketing Operations
