In today’s competitive real estate landscape, success is no longer driven by location alone. Developers must build emotional connections, articulate lifestyle value, and communicate trust at scale. This case study explores how Udjat Agency partnered with Omran Misr to position Rosana North Coast Resort as a premium lifestyle destination and significantly enhance its market presence.
Table of contents
Project Overview
Rosana North Coast is one of Omran Misr’s flagship resort developments, located at kilometer 56 on the Alexandria–Matrouh Desert Road. The project was designed as an integrated coastal community offering villas, chalets, townhouses, water features, green spaces, and leisure amenities.
Omran Misr’s vision was clear:
Create a destination that feels less like a traditional real estate project and more like a year-round lifestyle resort.
Udjat Agency was entrusted with translating that vision into a powerful brand presence and performance-driven marketing strategy.
Client Background: Omran Misr
Omran Misr is a well-established Egyptian real estate developer known for delivering high-quality residential and resort projects. With a strong reputation in Alexandria and the North Coast, the company focuses on building communities that combine architectural elegance, functionality, and long-term investment value.
Project Background: Rosana North Coast
Rosana was conceived as a luxury coastal sanctuary where residents can enjoy tranquility, greenery, and high-end amenities while remaining easily accessible from Alexandria and Cairo.
Key features include:
- High percentage of green and open spaces
- Multiple swimming pools and artificial lakes
- Diverse unit types (villas, chalets, townhouses)
- Family-oriented and leisure facilities
Despite its strong physical product, Rosana needed a stronger digital identity and clearer positioning to compete in an increasingly crowded North Coast market.
The Challenge
Before Udjat Agency’s involvement, Rosana faced several marketing challenges:
- Limited brand differentiation compared to similar North Coast projects
- Low digital visibility relative to major competitors
- Messaging focused mainly on property features, not lifestyle value
- Inconsistent lead flow and long sales cycles
The core challenge was to shift Rosana from being perceived as “another coastal project” to becoming a desirable lifestyle destination.
Strategic Objectives
Udjat Agency aligned with Omran Misr on four main objectives:
- Establish Rosana as a premium lifestyle brand
- Increase digital visibility and awareness
- Generate consistent, high-quality leads
- Support sales teams with qualified, nurtured prospects
The Udjat Agency Approach
Udjat Agency designed a holistic strategy combining branding, content creation, and performance marketing.
1. Brand Repositioning
Udjat reframed Rosana’s narrative around three pillars:
- Lifestyle & Experience
- Family & Community
- Smart Coastal Investment
Instead of selling units, campaigns began selling a way of living.
2. Visual Identity & Creative Direction
The agency developed a cohesive visual language using:
- Warm Mediterranean color palettes
- Lifestyle-focused photography
- Cinematic video storytelling
Every visual asset aimed to evoke relaxation, exclusivity, and aspiration.
3. Content Marketing & Storytelling
Udjat created a structured content calendar featuring:
- Lifestyle scenes at Rosana
- Amenity highlights
- Educational posts about North Coast investment
- FAQs addressing buyer concerns
This content established trust while nurturing potential buyers through the consideration phase.
4. Performance Marketing
Multi-channel digital campaigns were launched across:
- Meta platforms (Facebook & Instagram)
- Google Search & Display Network
- Retargeting funnels
Each campaign was optimized for lead quality, not just volume.
5. Lead Management & CRM Alignment
Udjat worked closely with Omran Misr’s sales team to:
- Qualify incoming leads
- Segment audiences
- Build automated follow-up workflows
This ensured smoother handoff between marketing and sales.
Results & Impact
The campaign produced strong qualitative and quantitative improvements:
Brand Awareness
- Noticeable growth in social engagement
- Higher reach across North Coast property searches
- Improved brand recognition among target audiences
Lead Generation
- Increased flow of qualified inquiries
- Higher conversion rates from ads to form submissions
- Better lead-to-appointment ratios
Market Positioning
Rosana began to be perceived as a premium lifestyle resort rather than simply a real estate development.
Key Performance Indicators (Illustrative)
| Metric | Outcome |
|---|---|
| Social Media Engagement | ↑ Significant Growth |
| Website Traffic | ↑ Consistent Increase |
| Cost Per Lead | ↓ Reduced |
| Lead Quality | ↑ Improved |
| Sales Team Efficiency | ↑ Higher Closing Potential |
(Exact figures may vary based on campaign phases.)
Why the Campaign Worked
Several success factors drove the results:
- Clear positioning strategy
- Strong creative execution
- Data-driven optimization
- Close collaboration between agency and developer
The combination of branding and performance marketing ensured both short-term leads and long-term brand equity.
Lessons Learned
- Lifestyle storytelling outperforms feature-based selling in real estate
- Long-consideration products require nurturing funnels
- Alignment between marketing and sales is essential
Conclusion
The collaboration between Udjat Agency and Omran Misr demonstrates how strategic marketing can transform a real estate project’s market presence.
By repositioning Rosana as a lifestyle destination and executing integrated digital campaigns, Udjat Agency helped unlock stronger visibility, higher-quality leads, and sustainable brand growth.
This case stands as a testament to how thoughtful strategy, creative storytelling, and performance-driven execution can elevate real estate brands in competitive markets.
