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Oracle Customer Success—MAG Property Development

MAG Property Development

MAG Property Development Boosts Sales with Oracle Cloud


By consolidating our sales, marketing, and finance processes on an integrated suite of Oracle Cloud technologies, we have boosted business development, reduced marketing campaign costs by 50%, and can better manage our real estate development projects and finances with a single source of truth.

— Dr. Hani Abu Auida, Vice President, MAG Group

MAG Property Development Reduces Marketing Campaign Costs by 50%, Boosts Sales, and Streamlines Finance Activities Using Oracle’s Cloud Platform

MAG Property Development (MAG PD), the real estate development arm of MAG Group, has interests covering the entire real estate spectrum from high-end luxury developments to pioneering affordable housing initiatives. MAG PD aims to be a leader in the property development industry by employing only the highest of standards and by adhering to the group’s corporate philosophy of innovation and continuous improvement.

Due to significant growth in real estate development projects, MAG PD needed to streamline business development and functional activities on a single platform to increase productivity, enhance financial management, and boost reporting capability.
Business Challenge
  • Increase competitiveness in a tightening real estate market by reducing operational costs and by providing sales teams with accurate and up-to-date data on potential customers, housing project developments, and marketing campaigns
  • Streamline operations from lead to cash by integrating marketing, sales, and finance activities on a single platform—for example so that finance staff no longer need to log on to three or four separate systems to verify financial data on property development projects or to extract figures for management reporting
  • Support rapid growth in real estate development projects by implementing a strong, scalable system with automated processes and advanced reporting capabilities
  • Enhance property marketing effectiveness by reducing the time to launch campaigns, boosting lead generation and management, and lowering costs
  • Automated the lead-to-cash process by deploying a comprehensive Oracle Cloud Platform integrating sales, marketing, and finance activities—boosting employee performance across all functions, reducing costs, and increasing MAG PD’s competitiveness in the UAE’s property development market
  • Reduced marketing campaign costs by 50%, and shortened campaign launch times, by automating processes on a single platform integrated with sales and finance modules—enabling MAG PD to insource real estate marketing activities and avoid expensive agency fees
  • Supported strong business growth thanks to a robust, standardized, fully scalable Oracle Cloud Platform supporting all areas of the business, empowering MAG PD to confidently launch and manage new projects and rapidly expand its property portfolio in the Dubai region
  • Streamlined property sales activities on a single Oracle Cloud Platform with iEstate powered by Oracle Partner iApps—automating tasks, enhancing the client contact database, helping align sales with marketing, and boosting sales team productivity in a highly competitive real estate market
  • Increased finance team efficiency thanks to a fully integrated platform that provides a single source of truth and enables staff to instantly view up-to-date development project data, including the property sale value and date of contract—significantly enhancing cash flow and general ledger management
  • Generated substantially more leads by using multichannel campaigns—including social media channels—and lead capture, and by enriching the client database to enable effective scoring and segmentation of potential property buyers
  • Enhanced finance department service delivery by using Oracle Financials Cloud Service to provide clear and comprehensive financial reports rapidly to management executives—for example on the number of properties sold in luxury apartment, commercial, or affordable housing projects—enabling them to take immediate and appropriate steps to boost sales or refine marketing activities 
  • Increased employee productivity by eliminating previous duplication on separate systems, automating processes, and providing a user-friendly interface accessible from anywhere and at any time—especially important for property sales staff when out in the field
  • Ensured a smooth deployment and successful cloud adoption by engaging an Oracle Customer Success Manager to rapidly resolve any issues arising during implementation—such as changes to process mapping—and to effectively coordinate Oracle Partner involvement


We initially evaluated solutions from APCore, Orion, and a local vendor, but none met the requirements of our business case. We then shortlisted the big players, and selected Oracle over SAP due to its superiority in the real estate sector and its alignment with our strategy, ambition, and vision.

— Osama Ibrahim, IT Director, MAG Property Development

About MAG Property Development


Dubai, United Arab Emirates


MAG PD is the largest company within the MAG Group, itself one of the largest corporate entities in the region with 50 companies and numerous offices throughout the Middle East and beyond. MAG PD’s vision is to be at the forefront of the region’s property industry. It has been ranked 7th in Construction Week's Top 50 Most Active Developers in the GCC, making it the region’s first-placed privately owned developer.


For its Oracle Cloud deployment, MAG PD selected Oracle Gold Partner iApps Consulting due to its technical and functional knowledge in the regional property market and its experience in Cloud technologies. iApps successfully completed the implementation within budget in a phased approach, starting with Oracle Financials Cloud Service, then Oracle Social Engagement and Monitoring Cloud Service, and finally Oracle Sales Cloud.
Published:  Oct 27, 2017