Page 1

Simplifying Realty Since 2006


A Proud Home Grown Company of Dubai

Content Chapters Two - page 3

Introduction to Dubai

Six - page 15

Seven - page 17


The Developer’s Extended Arm

Three - page 5

Four - page 7

Five - page 9

Our Brand Values

Simplifying Realty

People of SPF

Eight - page 19

Nine - page 21

Eleven - page 23

Our Journey

A Decade and Beyond

Success Portfolio

THE PHILOSOPHY OF OUR FOUNDERS Time to leave the complications of the real estate world behind. Welcome to SPF.

We work in a business where the clients are possibly making some of the biggest decisions of their lives, and we at SPF realize that. We constantly aim to make this experience as smooth and as enjoyable as possible for our clients. This is what we have set out to do since day one.

Ranjeet Chavan CEO

Real estate is a people business, its as simple as that. Our philosophy at SPF has always been to prioritize the clients’ interests and preferences before anything else. Over the years, we have managed to develop a relationship of trust with our clients by being transparent and completely honest. Your trust is priceless and we treasure it.

Kalpesh Sampat COO

THE LAND OF OPPORTUNITY! Dubai has something for everyone, whether it is grand tourist attractions, shopping, luxury living or fantastic investment opportunities. It truly is a testament to its rapid economic growth rate, world record construction intervals and the brilliant planning and vision of His Highness Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE. There are a host of other reasons to consider Dubai not only as an investment destination, but also as a residential one. Dubai offers access to the best education, healthcare and housing services. To add a cherry on top, Dubai is also considered one of the safest cities to live in the world! And as a home grown company in this city, we can confidently say there’s no place else which has such a hot pot of potential.


It has taken a mere 30 years to build Dubai from a small city of pearl-divers to a world renowned metropolis.

TRUST Developing a trusting relationship with the client is a priority for our agents. We pride ourselves on being transparent and providing accurate and reliable information to our clients. Conducting any transaction in the real estate sector is a signiďŹ cant move in anyones life, and trust is an essential part of the mix.

Our Brand Values


AGILITY In an ever-changing market, it is important to remain agile and adjust to market conditions whenever required. Agility also refers to the rapid and tailored service we provide to our clients.

GROWTH It is important for a company in the real estate market in Dubai to take forward strides and make a name for itself. We aim to grow collectively as individuals and as an agency.

Simplifying Realty We understand that the world of real estate can be confusing, complicated and ďŹ lled with uncertainty and our objective is simple: to facilitate all these factors in a clear, transparent manner, and through that, simplify the entire process in order to provide a rich and pleasant experience for our clients.


The inspiration behind our tagline, “Simplifying Realty�, comes from the belief that buying a home should be, quite simply, a pleasurable experience.

Let Us Simplify Your Realty Decisions.

People of SPF

We aim to grow collectively by growing individually


FOUNDERS Ranjeet Chavan

Kalpesh Sampat



Starting his career as a junior sales executive at Rocky Real Estate, at the age of 18, Ranjeet grew his knowledge and passion in the ever changing and dynamic climate of Dubai’s real estate market.

Kalpesh Sampat has 12 years of experience in the Dubai real estate market, specializing in the Emirates Living area & off plan projects around Dubai. A Chartered Accountant by profession, Kalpesh worked in Schlumberger in finance and IT for 15 years while living in Dubai, Jakarta, Singapore and Paris, before transitioning to sales by venturing into Real Estate in 2005, and merging his initial real estate venture with SPF Realty in 2006.

After a string of several positions in multiple companies and with a wealth of experience under his belt, Ranjeet, along with his partners, started SPF Realty in 2006. His decades of experience in the industry led him to the conclusion that to be successful in the industry, there needs to be aggressive growth coupled with a strong focus on customer satisfaction. This is his one true philosophy: to put decision making in the hands of the customer by being extremely transparent and fair in the business practices and simplifying the complicated realty process as much as possible for them. Ranjeet’s experience in the market was truly instrumental in maneuvering through the recession in 2008 as SPF came outof it stronger while many found it difficult to survive.

His philosophy has always remained to provide the best personalized service to every individual client and to also lead by example. His efforts have not gone unrecognized as his leadership has led to SPF winning several awards as well as individual accolades such as Asia One’s “World’s Greatest Leaders 2015 Asia & GCC” award. His comprehensive understanding of the Dubai real estate market has also been recognized by several organizations as he is often requested to speak at overseas conferences as well as in several real estate events in Dubai regarding why Dubai is such an attractive investment option.


Mansi Saxena Marketing Director Mansi is an avid brand marketer with over 10 years of experience in the industry across Asia, Australia and the Middle East. She has an honours degree in Economics from Delhi University and an MBA from the premier marketing communications school in Asia, MICA. Her professional journey includes working with organisations such as McKinsey & Co., Monitor Consulting Group, VIP Industries, ESSAR Group, MultiConnexions and now SPF Realty. As the head of marketing for SPF, Mansi’s focus has been on creating industry leadership, diversiďŹ cation into new markets & furthering the SPF brand.


Imrann Nawab

Sarfaraz Hussain

Maria Hular

Sales Manager

Group Finance Manager

Client Service Manager

With over 10 years of Real Estate experience, Imrann has grasped unparalleled understanding of every aspect surrounding property management to ensure his team provides their customers with a high level of satisfaction. Known for his unmatched track record of success & passion to provide the best service, Imrann's leadership and work itself sets a strong example for his peers.

Sarfaraz is a commerce graduate with accounting honors, with more than 15 years of experience in Finance with 12 years in the UAE, primarily in Real Estate. Sarfaraz is enthusiastic at work and is always supporting colleagues by providing them with advice and suggestions about finance and compliance. He actively plays his part in utilizing his knowledge and informing the management to enable them to make sound business decisions.

Maria Hular studied psychology at a renowned medical university in Manila, Philippines and proceeded to work in a fast, upscale environment of Retail Management and later on moved to Client Relations in the real estate field after moving to Dubai 4 years ago. With 6 years of experience, she has always been delighted with Client Servicing and the shift to SPF Realty was a natural fit. She acts as a liaison between customers and the sales team making sure that the lines of communication remain active. She is also managing the CRM platform and the website portals with her dedicated team.

Imrann explains his approach towards his work and people perfectly with this quote by Bill Clinton: "We cannot build our own future without helping others to build theirs"

The One Stop Shop for all things real estate!


At SPF, we are a one stop shop for all things real estate. We offer a range of services that would meet anyone’s requirements, whether it’s someone looking to buy, sell or lease a property or a major developer looking to market and sell its brand new product.









The Developer’s Extended Arm

Our expertise in the Dubai real estate market over the past decade has carved a specific niche for us: True consumer insight and the ability to create strategic marketing relevant to the customer. Over the years, we’ve worked with many developers across a range of different projects, and we’ve done so exclusively. Our solid understanding of the consumer, the ability to identify need gaps in the market and industry exposure has helped us in positioning and designing an effective product strategy. SPF boasts of a full-fledged marketing department and an experienced sales team. So in effect, we work as an outsourced marketing division for our developers and then support them in providing a dedicated sales team.




• Insight & Analysis • Product Design • Brand Identity Development

• Communications Plan • Launch Plan • Website & SEO

STAGE 1 INITIATION • Brief • Proposal • Initial Concept


STAGE 4 MEDIA & PR • Media Strategy (ATL & BTL) • Editorial Coverage • Opinion Pieces



2011 SPF receives more recognition from the Arabian Property Awards.

2007 First major exclusive projects undertaken – Palazzo Versace, Santeview Tower, FGB Projects. Sales up by whopping 545%.

Sold 380 properties in 260 working days, a new best.

2010 SPF wins its first accolade from the Arabian Property Awards.

2008-09 2006 SPF Realty is founded with a vision of uncomplicating the world of Real Estate for our customers. A milestone of AED 100 million in sales within the first year.


Dubai real estate landscape severely shaken by the Global Financial Crisis. SPF continues to grow sales staff and undertake major projects despite sales figures taking a hit.

Expansion reached new heights with a larger office and increased sales personnel.

2014 Partnership with G&Co. continues with the launch of Grand Views, a project worth AED 2.7 Billion. Sold 476 units within 4 months.

2012 SPF takes full advantage of Dubai real estate boom. Sales increase by a hundred percent. New project, Jash Hammad on Palm Jumeirah, undertaken.

Annual sales reached a new pinnacle worth AED 2 Billion.

Sales jump from AED 410 Million to an astonishing AED 1.2 Billion. SPF starts a long term partnership with a major developer G&Co. selling 198 Villas at Millennium Estates in only 56 days. SPF features in the prestigious Dubai SME One Hundred.

Widened international presence through roadshows in Hong Kong, Beijing and New Delhi. Officially partnered with Jumeirah Golf Estates to exclusively sell and market their project in India.

2015 SPF features, for the second time, in the prestigious Dubai SME One Hundred.



Participated in 3 large scale property exhibitions in Dubai, Abu Dhabi and Mumbai. Opened first India office in Cochin, India.

Unveiled second international branch of SPF in New Delhi, India. Total revamp of the brand to celebrate the 10 year milestone

A Decade and Beyond

Every year, SPF tries to broaden its wings by pursuing new ways to achieve results, and our decade landmark was no different. SPF has once again been involved with multiple developers such as Jumeirah Golf Estates, G&Co, Artistic Properties and Ghreiwati Group, and have taken different routes to market and sell each of these unique offerings. As a company, we strive to fulfill any need possible for our client. These developers offer everything from studio, one and two bedrooms to three and four bedroom townhouses in exquisite communities to generously spaced and luxurious five and six bedroom villas. The variety of offerings here meant SPF had the potential to effectively satisfy need gaps in the market and it also meant we had to use different marketing techniques, platforms, and messaging to present each product in the right environment.


Over 60% of real estate investments in Dubai come from overseas investors, therefore, SPF made an effort to take these projects to major cities such as Mumbai, Hong Kong, Nairobi, Delhi and Beijing in order to create an effective international presence, not only for the respective projects, but also for SPF as a brand as well. Through innovative platforms, tie-ups with major media houses and other network partners, SPF has been able to break the barrier of the ‘tried & tested’; in the process truly reach consumer bases in key geogrophies such as India and China. Moving forward, we will continue to expand our reach to these countries as well as penetrate other key geographies such as Russia, the United Kingdom, Europe and Africa through personalised, relevant platforms.

Over 60% of real estate investments in Dubai comes from overseas investors, therefore, SPF made an effort to take these projects to major cities such as Mumbai, Hong Kong, Nairobi, Delhi and Beijing.





Pallazo Versace Cultural Village


for 30 Days RESULT

Sold 20 Units in only 7 days


AED 200 Million


Executive Towers Business Bay


for 90 Days RESULT

Sold 84 Units in only 56 days


AED 100 Million

Al Bahar 4 Jumeirah Beach Residence


for 120 Days RESULT

Sold 80 Units in only 110 days


AED 150 Million


Shoreline Apartments Palm Jumeirah


for 90 Days RESULT

Sold 104 Units in only 84 days


AED 150 Million

Sanctuary Falls Jumeirah Golf Estates


for 45 Days RESULT

Sold 7 Units in only 45 days


AED 75 Million


Polo Townhouse MBR City

Bulk Sale RESULT

Sold 106 Units in only 7 days


AED 350 Million


Millennium Estates MBR City


for 12 Months RESULT

Sold 198 Units in only 2 months


AED 1.5 Billion


Grand Views MBR City


for 12 Months RESULT

Sold 476 Units in only 4 months


AED 2.7 Billion


The Fields MBR City


Since June 2015 RESULT

Sold 400 Units and still selling


AED 1.3 Billion

The Journey Continues... As we step into the next decade, and reect back on our journey, we believe that the reason for our success has been our unwavering dedication to simplifying realty. It is this dedication that has resulted in thousands of happy customers and over AED 8 Billion in sales in record timelines. As we move forward with the promise of always keeping the customer ďŹ rst alongside our market expertise, we will strive for higher ideals, keep growing, remain agile and most importantly, continue to

simplify realty.

“Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.” Steve Jobs

“Every great business is built on friendship.” JC Penny

“The future belongs to those who can imagine it, design it, and execute it. It isnʼt something you await, but rather create.” His Highness Sheikh Mohammed bin Rashid Al Maktoum

“Don’t just satisfy your customers, delight them.” Warren Buffett

“The key is to set realistic customer expectations, and then not to just meet them, but to exceed them — preferably in unexpected and helpful ways.” Richard Branson

A Multi-Award Winning Real Estate Agency In Dubai


Tel: +971 4 339 6222 . Fax: +971 4 339 6122 . SPF Realty Real Estate Broker LLC Office 227, Block B, Al Shafar Investment Building, Interchange 3, Sheikh Zayed Road, P.O. Box. 213469, Dubai, UAE . ORN 1021

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