Master developer Nakheel yesterday said a survey of potential real estate buyers has revealed that sustainability is the key factor when considering the purchase of property.
According to the survey, sustainability and how environmentally friendly a property tops other factors that have historically been given priority, including reliability of developer, location and prestige.
The survey was undertaken following a month-long advertising campaign for the launch of Badrah, a district within Nakheel's Waterfront development, which launched in May 2008.
A cross section of 400 respondents from Dubai, Abu Dhabi and Sharjah were questioned about which factors were important to them when buying a property as well as the impact of the advertising campaign.
When questioned about what makes an ideal development the five most important characteristics were environmental friendliness, reputation, reliability, affordability and innovation.
Matt Joyce, Managing Director of Waterfront, said: "In the past, quality has been one of the most important factors for potential customers. This is the first time we've seen environmental concerns come through this strongly. We are currently working to align our products and services even more closely with this growing demand.
"Waterfront has been designed, like all of Nakheel's projects, with sustainability at its heart. The district of Badrah has an emphasis on green open spaces and is being built as a self-sustainable community with a strong focus on reducing the consumption of energy and water. We see it as a city of the future and are delighted that there is a real demand for this type of development from end-users."
Of those that had seen the advertising campaign, 50 per cent said that the environmental friendliness of the project was the most defining element. Reliability was the second most influencing factor (47 per cent) followed by innovation and healthy living (both 43 per cent).