Ladies and gentlemen, welcome back to another S.L.J. Meetup. Today I'm super excited because we're going to have with us Jimmy Weiden. He's a good friend of mine and also a superstar when he comes to Real Estate.
He's the founder and CEO at 3SA Estate based in Marvaya and now also opening their new office in Dubai. He's going to tell us all about this new market, why they've moved also to Dubai and what they've been doing to make this luxury Real Estate competitive market so successful on the right. There he is. What's going on Jimmy?
It's good. I just finished viewing on one of our exclusive listings, a reform that we did for an end client actually from the beginning but they have to sell it to buy an even bigger one so it's not the worst problem if you're a Real Estate programmer. Exactly, those are good problems. Yeah, it's a really good problem.
And Jimmy, Jimmy? Yeah, same back. I mean because Miconos almost Dubai as well. Almost Dubai.
That was close. You left when I arrived but you've been doing very nice over there because I saw you not only having a beautiful time but also opening your new office space. I mean, actually you were doing pretty phenomenal in Marvaya. You're still are.
But what made you open this office in Dubai? Basically, I know you see the same thing in Miami and we see it all around the world. But digital meetings has established completely now no matter which business you are working in. And it's obvious now that it makes it easier for whoever client in whichever business to work from home or work from anywhere in the world.
So I am pretty sure that I mean in Marvaya we already seen it since COVID came that the market is going like this and exactly from this target group of people. And I'm sure we will see the same thing in Dubai but with a different persona in Marvaya it's more a typical family buying with an average age of 40 years. And in Dubai we see that the buyer is 28 to 32 in average something like that. So and it's also not necessarily a prime like a permanent living in Dubai.
It's more like a second or third investment to live part-time of the year. Tell us a bit about you. I actually started in the TV industry in Sweden. So I was working at in in comparison BBC or CNN in Sweden.
And I was responsible for all the TV commercial for especially startups. I thought it was a model. No, no, no, no. Thank you.
No, I bought these. They are both. No, no, I was working with all the companies basically to build them and make them successful in their businesses. So with that I created a very good network.
And when I saw that digital meetings would explode in the future I realized that Marvaya would be a very smart place to allocate myself in and then use my skills in marketing to reach people to basically be able to give them a better life. We are trying to educate the receiver in the marketing more about the life quality they can get and less the specific property. And this is probably the biggest difference in the way we are doing marketing compared to many others. How do you envision moving forward?
Because now we're having, you know, we had that trying to talk about how now we're seeing these members, you know, everybody getting into the virtual reality. So for the VSA, how do you get into this new trend? We were early investors in Keys, token owned by houses. And we are an exclusive agent for cost-as-all with this new tool or token with the new Keys.
So three steps ahead again. Try to find a way because I'm pretty sure that you will be able to both buy and rent properties with cryptocurrencies in the future. But now tell me about the difference between Marvaya and Dubai because obviously they are both really for markets at the moment. We hope now with the digitalization and everything that it will be a perfect part in our ecosystem.
We have four business areas in Marvaya. We sell, we construct, we rent out and we do management conferences in the village we are renting out as a base. And I'm pretty sure that if we add Dubai, we will reach a lot of other clients that we don't reach in Marvaya. The difference between Marvaya and Dubai is a big city and Marvaya is a small town.
So in Dubai, you live a different life. It's more like a spectacular luxury life. And in Marvaya, it's more based on training, health and playing tennis, paddle activities. So it's a huge difference.
One thing I really like about your marketing material is what you were saying. You're mostly emphasizing on the buyers rather than the sellers. So your content is emphasizing the lifestyle. So that video that you posted, showcasing the opening for the office there is exactly what you just said about the lifestyle.
And it's phenomenal. I love it. When we started in Marvaya, we were by far the best company when it came to the marketing. And then many other agencies have looked what we are doing and then did their best to do a little bit similar.
I believe that if you're a market leader in marketing, of course it helps those other agencies to sell. I just wanted to ask you this. For those that are whether in real estate or any other business in the luxury space, getting to expand takes some big balls, but also a plan. And for you to get from Marvaya, now to Dubai, I'm sure you've gone through a lot of different difficulties and logistics.
So what will be your most difficult aspect from opening this new office? The biggest problem is obviously the nightmare of starting up the company with authorities and lawyers and things like this. But marketing-wise, everything is digital today. So basically you can sell whatever you want, wherever you want, as long as you know you're a client.
And I think it was complicated to start up a company and spend it, but starting up in Dubai was way more complicated. So yeah, but you just need to do it. If you have a goal and you want to reach the goal, just do it. Let me ask you this, because last time we had you here, many, many months ago, you were talking specifically about Marvaya and the luxury real estate.
Now, the question that I always ask our guests is the meaning of luxury. Now that you are in Dubai as well, I just see what they do over there because it's quite crazy. What really is luxury to you? I think it's the same.
I mean, luxury is to be able to have the time you want to have to be able to be with your family and friends and that part of things. And no matter if you are in Marvaya or if you are in Dubai, you have these opportunities. And if you can work from home or work from wherever you are in the world with an office. And we see a huge increase.
Before I moved down, 80% of the buyers in Marvaya were 55 plus. They did an exit or they went in pension. Now, 80% of our buyers are below 50. Oh, wait.
Yeah. And also they can work from home because they're employees. Exactly. They allow them to work from home.
And this is a huge game changer. So for once, it feels like if you work in real estate, at least in Marvaya and Dubai and probably in Miami as you are as well. It feels like a little bit like you are a Formula One driver for once. You're in a good position right now.
Let's go. Jimmy, biggest lesson of 2021. Honestly, 2021 was our best year ever. We completely crushed the budget and we sold properties for 72 million euro in Marvaya, which I'm very, very proud and happy of.
And also our developments, they went really, really good with the construction and reform and also our rentals of the villas we sell are going very well. So I look forward now to 38% budget increase for 2022. We just were sitting with the company this morning and presented everything in detail. And I believe that the market will be very solid for three, four years ahead minimum.
What cost of the market and changer? Yeah, yeah, for sure. Well, it basically, I think I'm not going to tell you which areas because it's a little bit confidential from a company perspective, but I think that within 10 years from now, no matter if you are rich in Ghana today, or if you are rich in Sweden, or if you are rich in Czechoslovakia, it will be seven different destinations where the most rich people and people with a work that allowed them to work digital will live. I think this segment of people, they will move from their home countries to these seven different destinations.
And this is the business plan I have from the billion dollars. So I guess Dubai and Marray are falling into those. Yeah, they are. Miami is another one.
It is. It is. No, no, I agree for sure that now things have been changing. So we're looking towards a very healthy upcoming years with real estate.
I think that it has opened people's eyes about those destinations. But tell me, last thing I wanted to ask you, Jimmy, now facing 2022 and opening this new office in Dubai, you told me when we were making us, you were starting the development side of the business. Are you going to be doing that into buy as well? Or you would probably see me early on the real estate.
No, we will only focus on being listing agent and buying agent in Dubai and also giving the opportunity to help out to rent out the properties that we sell, but we will never be a constructor or developer in Dubai. So if people want to see some of the properties that you guys have in Dubai, will they still find it in the website? Yeah, yeah. Yeah, they will find all our listings there, but also we work a lot up on request and the CEO I have recruited Andreas, Swedish guy, he's been working within the real estate area in Dubai for nine years.
So he's no rookie. I'm super happy. I saw you guys saw a property, a couple of days ago. Quick.
It's amazing. A really good start. 3.1 million euro. 3 pet super super nice apartment.
But it's unreal. He's the guy that runs the show there and the idea is that he builds the organization below him. So I will of course help out with everything when it comes to the marketing and I'm the owner, but he will be the point of contacting Dubai. I will not work operated in Dubai.
I will say you do buy it up. Yeah, but that's a different thing. I'm not going to do it. Well, amazing.
So I guess for everybody that is studying, please make sure to follow Jimmy also the company's business and any questions that you guys have in regards to Marvaya's real estate or device real estate market, please reach out to him or his team. I look over to see you down here. When are you coming? You know, I see my list.
I want to make it happen soon. I used to go a lot to figure out the scene. Now I was there Saturday Saturday. No, I was just working for a spot.
It was just a staycation. Let's say. Staycation. Really?
I will fix a really nice way left for you and you should come and try them all the way in life. I know you will fall in love. All people coming from the US and from Canada. They are like, wow, this is a small Los Angeles.
They're amazed when they come here. I'm sure. I'm sure they are especially happy. Yeah.
That's easier. I do appreciate your time, Jimmy. I want to make sure that everybody follows you and everybody on your team and keep crushing it. Congratulations on the new TV space.
I look forward to seeing your expansion throughout the year. Yeah. Thank you so much and nice to see you again. All the best of you.
Take care. All the best. And thanks again for everybody tuning in today. We hope you enjoyed it.
I remember embracing its beautiful success in life. My name is Alvaro and I'll see you next time.