uae developer profile
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REFOCUSING
REAL ESTATE
With the summer launch of its first towers on Al Reem Island, Sorouh is using its customer first philo sophy to boost inve stor interest.
Claire Malcolm learns more
from COO, Gurjit Singh
Last year saw the vast majority of UAE developers pause to take stock of their portfolios and their approach to securing business, and Sorouh was no different. But the Abu Dhabi- based company believes that its customer-centric strategy, which is impacting all areas of its portfolio, is going the extra mile to secure future commercial success. With the handover of its first two towers on Al Reem
Island scheduled for the end of July, Sorouh is amping up its customer service offering to add credibility to its operation ahead of the launch, as well as partnering with local financial providers to help jumpstart lending in the emirate.
CUSTOMER RETENTION
With the recent launch of its new ‘transparent’ sales portal and initiatives designed to engage potential new, as well as retain existing, purchasers, Sorouh is not the first UAE developer to refocus attention on its ‘bread and butter’ – the customer – but believes that it is doing more than most. “When the economy was buoyant, handling the customer
was a very easy thing to do, but as soon as the downturn hit this part of the world we immediately decided to concentrate on the customer,” says Gurjit Singh, chief operating officer for Sorouh. “Why? For several reasons: because the customer was
going to have difficulty in paying their dues; some of them had bought for speculative purposes and needed to be converted
8 /
/apr-may 2010
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